China’s dynamic consumer landscape offers unique opportunities for brands looking to resonate with this vast market. From the rise of social commerce and influencer marketing to the increasing influence of tech-savvy Gen Z consumers, brands must understand the nuances of these evolving trends.
This article delves into insights from six industry thought leaders, highlighting strategies such as adopting a digital-first approach, creating personalized experiences, and leveraging omnichannel shopping behaviors. Explore these actionable insights to shape impactful marketing strategies in China’s ever-changing marketplace.
Leverage Social Commerce and Influencers
In China, one unique consumer behaviour trend is the strong preference for “social commerce,” where shopping is integrated with social media platforms like WeChat and Douyin (Chinese TikTok). At PinProsPlus, we’ve noticed that consumers in China increasingly rely on influencers and peer recommendations when making purchasing decisions. Brands can leverage this by collaborating with local influencers, creating shareable content, and using live streaming to engage directly with consumers. Tailoring campaigns to local preferences and leveraging these platforms can significantly boost brand resonance.
Bradley Fry, Owner, PinProsPlus
Target Tech-Savvy Gen Z Consumers
One key trend is the rise of “Gen Z” consumers, who are tech-savvy, socially conscious, and heavily influenced by online platforms. This generation values sustainability and authenticity, meaning they are more likely to support brands that align with their values. To leverage this, brands should focus on transparent messaging and social responsibility, incorporating eco-friendly practices and highlighting genuine stories that resonate with this demographic.
Another important trend is the dominance of e-commerce, particularly mobile commerce. Chinese consumers increasingly shop through apps like Taobao, JD.com, and WeChat. For brands, this means prioritizing a seamless digital experience, utilizing influencer marketing, and integrating social commerce elements where users can purchase directly through social media platforms.
Finally, there’s a growing preference for premium and personalized products. Consumers in China are willing to pay more for high-quality, customized experiences. Brands can tap into this by offering tailored products or services that cater to individual tastes, enhancing the feeling of exclusivity.
Melissa Cid, Consumer Savings Expert, MySavings.com
Adopt a Digital-First Approach
One clear trend I’ve seen in China is that people want to do business with companies that are digital first. These businesses only existed online at first and were quite successful by focusing on making digital experiences smooth. They didn’t start out with real stores. One great example of this is Perfect Diary, a makeup company that started out on e-commerce sites and grew quickly thanks to its unique products and strong social media presence. Chinese customers now want brands to have a strong online presence before they even think about opening physical shops.
As the owner of an e-commerce business, I know personally how useful a digital-first approach can be, especially when companies focus on putting on events that their target market really wants. Companies that put their goods online are clearly setting themselves up for long-term success, since China’s internet scene is growing so quickly.
Chris Bajda, E-commerce Entrepreneur & Managing Partner, GroomsDay
Create Personalized and Authentic Experiences
Chinese consumers are increasingly valuing personalized experiences and authenticity, particularly in the luxury and fashion sectors. Brands must focus on creating genuine connections with consumers by using locally relevant storytelling and engaging with social media influencers who resonate with target audiences. Quick adoption of global trends is evident, yet there’s a strong preference for products and narratives that reflect Chinese culture and values. Understanding this blend of global aspirations and local pride is crucial for developing successful marketing strategies.
The rise of ‘new retail,’ a seamless blend of online and offline shopping experiences, can’t be ignored. Consumers in China expect integration across physical and digital channels. Brands can capitalize on this trend by creating campaign experiences that are both interactive online and tangible in-store. Augmented reality (AR) can be used to offer virtual try-ons or immersive brand experiences.
Utilizing WeChat Mini Programs can be particularly effective. These apps allow brands to engage consumers directly within the massive WeChat ecosystem, offering tailor-made experiences without having to redirect users to third-party platforms. By integrating e-commerce, customer service, and interactive campaigns within a single space, brands can ensure a more cohesive and personalized customer journey.
Jean Chen, COO & CHRO, Mondressy
Focus on Gen Z’s Unique Traits
A study conducted by McKinsey & Company revealed a few key insights about present consumer behavior trends in China, predominantly amongst Gen Z consumers. They currently make up approximately 15% of China’s overall population and when surveyed among younger consumers in other countries, Gen Z consumers in China hold several unique behavioral traits that will impact how marketers position their brand.
First, they are highly impulsive shoppers; second, have more loyalty towards specific brands compared to other generations; third, they have a desire for unique products; fourth, they prefer shopping across multiple channels, both online and offline, fifth; they prefer individual merchants as opposed to mass production houses; and finally, word-of-mouth marketing is highly influential in determining purchase decisions.
These trends are both unique and specific to Chinese consumers and for marketers looking to create more resonant campaigns, it’s clear that doubling down on both online and offline channels, especially popular social media sites is key. This is because, as suggested by the study, Gen Z Chinese consumers tend to be drawn towards brands that possess a distinct positioning. This means brands that craft and post inspirational content are likely to be more memorable.
Likewise, with more Gen Z consumers prioritising research before committing to a purchase, offering informational content on specific products and brand experiences can help in creating marketing campaigns with improved engagement rates. In relation to that, partnering with the right influencers can enable brands to appeal to those who share similar interests and values.
Ajay Chavda, CTO, Mojo Dojo