Social Media Marketing Services for China

The Chinese social media ecosystem is a breeding ground for innovation. Truly unique social media experiences can gain popularity (and massive user bases) virtually overnight. Also, Chinese consumers tend to use platforms like Douyin or Xiaohongshu as search engines, and the integration with e-commerce features is often seamless in China (social commerce). For this reason social media strategies in China need to span the entire marketing funnel.

According to a recent study conducted by McKinsey, “affluent urban elderly consumers […] have seen confidence decline by approximately 20 percent”. Also, younger generations are increasingly concerned about job prospects and security. These fundamental shifts in consumer confidence pose a risk for international brands that often enjoy premium positioning. As part of your social media strategy, it is critical to convey that your brand is not just a “nice to have”, but a lifestyle “essential”.

Working with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) is key pillar of the China social media playbook. However, finding the right partners is becoming more important to drive impact: Chinese netizens are increasingly sceptical of traditional influencers and “armchair experts” (Source). They are shifting toward KOLs with a clearly defined content niche, for they are considered to be more trustworthy “experts” who have built professional authority in a specific field. As an experienced China influencer agency, we have extensive expertise in selecting and managing content creators that match international brands’ value propositions.

One big trend in China is a shift to local brands (also referred to as “Guochao”, “国潮, ‘national wave’). While international brands have managed to retain their “foreign appeal”, the days where Chinese competitors could be disregarded are over. Chinese brands have upped their game, and consumers have discovered their “local taste”.In your social media campaigns, we help you bridge the gap between retaining the international flair and prestige associated with your brand, while ensuring that it is highly relevant to local Chinese consumers.