China SEO Archives

WeChat: China’s Most Sustainable E-commerce Platform

March 20, 2025

For foreign brands entering the Chinese market, discussions around digital marketing often focus on the latest trending platforms like Douyin and Xiaohongshu (RED). While these channels generate significant buzz, WeChat remains the most critical and enduring digital platform in China.

Despite not always being in the spotlight, WeChat continues to be the country’s most widely used app and an indispensable tool for brands aiming to build lasting relationships with consumers. Unlike major e-commerce marketplaces such as Tmall and JD, which demand high advertising spend and platform commissions, WeChat provides brands with a lower-cost alternative for customer acquisition, direct engagement, and complete ownership of consumer data.

WeChat: More Than Just a Messaging App

Originally launched as a messaging app, WeChat has transformed into an all-encompassing digital ecosystem, offering brands multiple avenues to engage consumers:

Official Accounts – A powerful tool that functions like a combination of a website, blog, and email marketing system, enabling brands to share content, interact with users, and build a loyal community.
Mini Programs – Embedded apps within WeChat that provide seamless e-commerce, customer service, and loyalty features without requiring users to leave the platform.
WeChat Pay – An essential mobile payment system that dominates China’s cashless economy.
WeChat Channels – A short video and livestreaming feature that competes with Douyin and Kuaishou, offering brands an opportunity to engage users organically.
WeChat Groups – Exclusive communities where brands can foster deeper engagement and collect valuable consumer insights.

This extensive ecosystem enables users to consume content, interact with brands, and complete purchases all within a single platform, making WeChat an indispensable tool for digital commerce in China.

WeChat as a Digital Storefront for Brands

Unlike in Western markets, where consumers typically turn to Google or a company’s website for brand information, Chinese consumers often search directly on WeChat. This makes WeChat the go-to platform for discovering brands, learning about products, and engaging with customer service.

For many businesses, WeChat effectively replaces the need for a traditional website. However, many foreign brands underutilize their WeChat presence, with outdated content, inactive accounts, and broken links reducing engagement. Keeping a WeChat Official Account updated and interactive is as important as maintaining a website in other markets.

A Fully Owned Channel for Brands

One of the biggest challenges for brands operating in China is balancing the high cost of customer acquisition with long-term retention. Unlike Tmall, JD, and Douyin, where brands must constantly pay for visibility, WeChat allows businesses to build and nurture their own audience. This offers several advantages:

Lower Customer Acquisition Costs – WeChat provides a cost-effective alternative to traditional e-commerce platforms, where brands must bid for visibility.
Full Data Ownership – Unlike marketplaces that control customer data, WeChat enables brands to collect and analyze user interactions directly.
Seamless Omnichannel Integration – WeChat bridges online and offline engagement, making it easier to connect with consumers across multiple touchpoints.

For brands looking for a long-term, cost-efficient strategy in China, WeChat presents a powerful direct-to-consumer (D2C) model.

WeChat’s E-commerce Evolution

While platforms like Douyin and RED attract attention with viral trends, Tencent has been steadily enhancing WeChat’s e-commerce capabilities. WeChat Channels has emerged as a significant competitor to Douyin’s short video and livestream shopping ecosystem.

WeChat has streamlined merchant onboarding, simplified the sales process, and expanded commerce features to allow product purchases across multiple touchpoints—including posts, search, chat, and even gifting features. These improvements have led to substantial growth:

A 3x increase in active sellers last year
A 200% surge in total sales volume

This growth signals that more merchants are seeking sustainable alternatives to traditional e-commerce marketplaces and that consumers are increasingly shopping within the WeChat ecosystem.

Where Should Brands Focus?

Many international brands question whether WeChat should be prioritized over newer platforms like Douyin and RED or traditional marketplaces like Tmall. The answer depends on a brand’s objectives:

Douyin & RED – Best for brand awareness, viral content, and impulse-driven sales.
Tmall & JD – Ideal for reaching high-intent shoppers and providing an official retail presence.
WeChat – Most effective for fostering long-term engagement, driving repeat purchases, and building brand loyalty.

A well-rounded China digital strategy should leverage multiple platforms, utilizing each one’s strengths to target consumers at different stages of their journey. WeChat remains a key pillar of this strategy, particularly for brands looking to develop a sustainable, direct-to-consumer business model.

Leverage WeChat for Sustainable Growth in China

Navigating China’s complex digital landscape requires a tailored approach. Whether you’re looking to enhance your WeChat strategy or integrate it into a broader digital marketing plan, our team can help you optimize your presence and drive results.

Contact us today to explore how WeChat can support your brand’s long-term success in China.

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How to Market to Affluent Chinese Female Travelers Using RedNote

March 14, 2025

With China’s outbound travel sector rapidly rebounding, affluent Chinese female travelers are emerging as a key consumer segment. These high-spending tourists prioritize premium experiences, luxury accommodations, and unique cultural activities. For brands looking to attract this audience, Xiaohongshu (REDNOTE) has become an essential marketing platform.

Why Xiaohongshu Matters for Affluent Chinese Travelers

Xiaohongshu is a hybrid between a social media platform and an e-commerce site, where users share travel experiences, lifestyle tips, and product recommendations. With over 70% of its users being female, Xiaohongshu is the go-to platform for affluent Chinese women planning their international trips.

Consumer Profile: Who Are Affluent Chinese Female Travelers?

Age Group: Typically between 25-45 years old
Income Level: High-income professionals, entrepreneurs, and luxury shoppers
Travel Style: Preference for luxury hotels, private tours, and high-end shopping
Decision-Making: Rely on user-generated content (UGC), influencer reviews, and community recommendations

Top Travel Trends Among Wealthy Chinese Female Tourists

Luxury & Boutique Hotels – They prefer unique, high-end accommodations over mainstream options.
Wellness & Adventure Travel – Activities like skiing, spa retreats, and cultural immersion experiences are in demand.
Shopping Tourism – Designer boutiques, tax-free shopping, and VIP experiences attract these travelers.
Food & Wine Experiences – Michelin-starred dining and exclusive wine-tasting tours are highly valued.

Marketing Strategies for Xiaohongshu

1. Partner with Travel & Luxury KOLs

Work with travel influencers who specialize in high-end experiences.
Ensure the content feels authentic and experience-driven.

2. Leverage UGC and Community Reviews

Encourage satisfied travelers to share posts and reviews.
Utilize branded hashtags and challenges to boost engagement.

3. Optimize Content for Search & Discovery

Use trending keywords like “luxury travel,” “boutique hotel,” and “exclusive experience.”
Ensure posts include high-quality visuals, engaging storytelling, and actionable travel tips.

4. Run Targeted Xiaohongshu Ads

Utilize precise audience targeting to reach high-net-worth individuals.
Focus on interest-based placements related to travel, luxury, and lifestyle.

If you’re looking to attract high-spending Chinese travelers and maximize your brand’s impact on Xiaohongshu, we can help! Our team specializes in Chinese digital marketing, content creation, influencer collaborations and media buying to help you connect with the right audience.

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5 Key B2B Marketing Predictions for 2025: How to Stay Ahead

February 14, 2025

As we move into 2025, the B2B marketing landscape is set for transformative changes. From the rise of influencers to AI-driven marketing innovations, staying ahead of these trends is crucial for maintaining a competitive edge. In this blog, we’ll explore five key B2B marketing predictions for 2025 and actionable strategies to help businesses adapt and thrive.

1. The Rise of Creators and Influencer Marketing

Influencer marketing is no longer just a B2C strategy—B2B brands are rapidly embracing creators to build trust and credibility. According to LinkedIn, 61% of B2B leaders plan to increase their influencer marketing budgets. With the Creator Economy projected to reach $500 billion by 2027, now is the time for B2B brands to tap into this growing market.

Actionable Tip: Partner with industry-specific influencers and content creators who align with your brand values. Leverage their reach to engage prospects and generate high-quality leads through authentic storytelling.

2. AI Will Revolutionize B2B Marketing

AI is becoming a game-changer in B2B marketing, with 64% of B2B leaders planning to expand their investment in AI-driven solutions. From automating customer interactions to enhancing content personalization, AI is reshaping the way marketers create and optimize campaigns.

Actionable Tip: Implement AI-powered tools to enhance creative processes, streamline workflows, and generate data-driven insights that improve campaign performance.

3. Short-Form Video Will Dominate Content Strategies

Short-form video continues to gain traction, delivering high engagement and trust. Studies show that 55% of B2B marketers report the highest ROI from short-form social videos, while 63% of B2B buyers rely on video content to inform their purchasing decisions.

Actionable Tip: Invest in short-form video content that features industry experts, customer testimonials, and educational insights. Platforms like LinkedIn, YouTube Shorts, and TikTok for Business offer powerful distribution channels for reaching your target audience.

4. Performance Marketing Will Shift Toward Long-Term Impact

While performance marketing remains a priority, brands are shifting focus to measuring long-term effectiveness. Ebiquity’s 2025 Media Budgets Survey highlights that 42% of marketers are increasing their performance marketing budgets, but with a growing emphasis on long-term brand-building.

Actionable Tip: Leverage AI-driven analytics tools to track and optimize campaign performance. Balancing short-term ROI with long-term brand growth ensures sustainable success.

5. Collaborative Problem-Solving Will Be Essential

As B2B marketing becomes more complex, collaboration and human-centric skills are gaining importance. LinkedIn’s Marketing Jobs Outlook Report notes a 138% increase in demand for collaborative problem-solving skills between 2021 and 2023.

Actionable Tip: Build a culture of collaboration within your marketing teams. Invest in training programs that combine creative execution with AI-driven solutions to navigate evolving challenges effectively.

Final Thoughts

Adapting to these key B2B marketing trends in 2025 will be critical for staying ahead of the competition. By leveraging influencer marketing, AI innovations, video content, long-term performance strategies, and collaborative problem-solving, businesses can drive meaningful engagement and growth.

Looking to optimize your B2B marketing strategy for 2025? Contact us today to explore customized solutions tailored to your business needs!

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How Xiaohongshu’s New AIPS Model Redefines Grass-Planting Marketing

January 10, 2025

Xiaohongshu 2025 Will Business Summit

At the 2025 WILL Business Conference, Xiaohongshu unveiled a groundbreaking marketing framework: the “AIPS Audience Asset Model.” This innovation aims to transform how brands measure and optimize their grass-planting (content-driven marketing) campaigns on Xiaohongshu. By integrating process measurement and outcome measurement, Xiaohongshu has equipped brands with actionable insights to enhance their marketing efficiency. Here’s a breakdown of the key takeaways and their implications for brands.

Understanding the AIPS Model

The “AIPS Audience Asset Model” divides audience engagement into five categories:

Awareness – General recognition of the brand.
Interest – Initial interest in products or services.
True Interest (TI) – Deep engagement and potential intent to purchase.
Purchase – Conversion into actual sales.
Share – Advocacy through post-purchase sharing and recommendations.

Xiaohongshu's AIPS Audience Asset Model

This segmentation allows brands to evaluate and optimize their strategies at every stage of the consumer journey. The model identifies more immediate and relevant user behaviors compared to traditional conversion metrics, offering brands a comprehensive view of audience engagement.

Measuring Grass-Planting Success

Xiaohongshu’s measurement framework operates on two levels:

1. Process Measurement

The AIPS model focuses on audience behavior within Xiaohongshu’s ecosystem, helping brands understand the nuances of user decision-making. For instance, while low-cost fast-moving consumer goods (FMCG) may require a focus on awareness to drive quick conversions, high-ticket items necessitate a deeper engagement with “Interest” and “True Interest” audiences.

2. Outcome Measurement

Outcome measurement is achieved through two primary methods:

Grass-Planting Alliance: This initiative integrates Xiaohongshu’s platform data with external e-commerce platforms like Taobao, JD, and VIP.com. Brands can track the direct impact of Xiaohongshu’s campaigns on off-platform conversions. For example, Xilinmen identified a high-converting audience segment (“refined white-collar workers”) and optimized their budget, achieving an ROI of over 15 during the 618 shopping festival.
First-Party Data Collaboration: Participating brands can analyze their omnichannel data to gain deeper insights into business performance. Xiaohongshu’s “Lingxi” platform now supports 5,000+ brands, offering accessible tools for data-driven optimization.

ROI (T+x): A New Way to Measure Success

One of Xiaohongshu’s key insights is the importance of ROI over time (T+x). While traditional ROI focuses on immediate returns, Xiaohongshu advocates for analyzing ROI across the consumer decision-making period. For example:

A ¥3,000+ robotic vacuum cleaner required 45-60 days to reach a tipping point in ROI due to the complexity of consumer decisions.
A ¥100 body oil, initially estimated to have a 7-day decision cycle, revealed a true cycle of 60-90 days. This discovery helped the brand target high-value audiences like expectant mothers, resulting in a 20% year-on-year GMV growth during Double 11.

Precision and Granularity: The Keys to Success

Xiaohongshu’s CMO Zhiheng emphasized that measurement is a means to an end: optimizing marketing strategies. The two pillars of this optimization are:

Granularity: Understanding consumer behavior, needs, and decision-making contexts.
Precision: Matching the right products with the most suitable influencers, content, and marketing channels.

Xiaohongshu's CMO Zhiheng

A compelling example comes from an outdoor jacket campaign. Xiaohongshu tailored content to specific mountains (e.g., lightweight jackets for Mount Tai’s night hikes versus UV-protective gear for Mount Siguniang). This hyper-targeted approach resulted in a top-four search ranking for high-end jackets and a 40% reduction in e-commerce platform costs.

Implications for Brands

Xiaohongshu’s AIPS model and measurement solutions mark a shift toward personalized, data-driven marketing. By understanding niche audiences and aligning strategies with consumer decision-making cycles, brands can achieve better ROI and long-term growth.

Interested in unlocking the full potential of Xiaohongshu for your brand? Reach out to us today to explore tailored strategies that drive results!

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Seizing Opportunities: A Look at China’s Recent Changes

July 1, 2024

1. Adapting to the new trend? National tourism bureaus are getting on board with Xiaohongshu and Podcasts

Australia’s 618 Campaign:
- The Australia tourism bureau partnered with Xiaohongshu for “Just Rush to Australia on 618,” involving 40 travel brands and offering various travel packages.
Dubai’s Summer Campaign:
- Dubai tourism bureau launched “Dubai can also play like this” activities, inviting travel influencers and partnering with local businesses to offer discounts and prizes.
Singapore’s Theatre Campaign:
- Following a visa exemption policy, Singapore’s tourism bureau and Xiaohongshu launched “Theatre in Singapore,” featuring an interactive online page and an offline experience space in Shanghai.
New Zealand’s Xiaohongshu Partnership:
- New Zealand’s tourism bureau partnered with Xiaohongshu to engage its 260 million monthly users, aiming to attract tourists and boost economic growth.
Podcast Collaborations:
- Tourism bureaus from Spain, Singapore, New Zealand, and South Africa collaborated with Xiaoyuzhou podcasts to promote travel, including Dubai’s podcast series “Dubai Mysteries.”

Link: https://daoinsights.com/news/adapting-to-the-new-trend-national-tourism-bureaus-are-getting-on-board-with-xiaohongshu-and-podcasts/

2. China leads the way as social commerce soars globally: McKinsey

According to McKinsey & Company’s “State of the Consumer 2024: What’s New and What’s Next” report, China has been at the forefront of this trend for several years, with its market outpacing India’s. Emerging markets such as Brazil, Saudi Arabia, and the UAE are rapidly catching up, with consumers in these regions consistently spending more on social media purchases compared to their counterparts in Europe and the US.
McKinsey forecasts that the market will expand to $145 billion by 2027, up from $67 billion today. This growth is primarily driven by Gen Z and millennials, who are four times more likely to make social media purchases than older generations. Over one-third of Gen Z and millennial respondents reported purchasing on social media in the past three months, underscoring the demographic’s pivotal role in driving this trend.

Link:https://jingdaily.com/posts/china-leads-the-way-as-social-commerce-soars-globally-mckinsey

3. Xiao Hongshu Presents at VOGUE Business New York Beauty Summit

Xiaohongshu was invited to the “VOGUE Business New York Beauty Summit” in NYC. More than one hundred beauty brand founders, top managers and industry experts attended the venue to dissect the latest trends in the beauty and personal care industry and discuss the development trajectory of this industry.

As consumer desires for self-care evolve further, the domestic beauty and hair care market is transitioning from basic functional aspirations to a more diverse and specialized era.
Within Xiaohongshu’s 300 million monthly active users, 50% are Generation Z (born in the ‘90s), 35% are Post-Millennials (born after 2000), and 50% reside in Tier 1 and 2 cities.
“Beauty Enhancement”, an array of lifestyle activities aimed at beautification, has been pinpointed by Xiaohongshu as being driven by four core elements: “inner drive, personal charm, socializing, and influence”.
Brands can leverage influencer live broadcasts, store broadcasts, and product related posts, to accelerate the process from user interest to conversion, resulting in direct sales and conversions.
Employing KOS, the brands can forge a connection with potential fan base. Deliver specialized content and endorsements to users. Channel online high potential groups to offline stores to experience skin care, sample distribution, gift giving, etc., and complete the offline conversion process. This can also accelerate user purchase decisions.

Link: https://mp.weixin.qq.com/s/7cdCqkwPz_Sg5UbPF5sw-A

4. WeChat Officially Launches the ‘One-click AI Q&A’ Feature

Users of WeChat can now leverage the power of AI directly within the chat thanks to the new “One-click AI Q&A” feature integrated into the app’s input method.
Users can ask questions followed by an “=” sign within the chat, and the AI will provide an answer. This functionality is currently available on Windows and Mac versions of WeChat, with the mobile version set to launch soon.
In addition to the new AI feature, the WeChat input method boasts other helpful tools to enhance communication.

Link: https://pandaily.com/wechat-officially-launches-the-one-click-ai-qa-feature/

5. 15-year-old Bilibili and its three generations of young audiences

On 27 June, Bilibili, China’s equivalent of YouTube, celebrated its 15th anniversary. Chairman and CEO Chen Rui delivered a speech themed “Growing with You” during the anniversary livestream.
Bilibili’s user base is dominated by those born in the 1990s and 2000s, accounting for nearly 70% of the total. Currently, the platform boasts 102 million daily active users and 341 million monthly active users, with the average daily usage time being 105 minutes.
Users who joined in 2017 have more diversified entertainment preferences, including anime, national creativity, documentaries, and science and technology content. And those who joined in 2022 primarily consume various university courses.
Data from Bilibili also shows that over 70 million users research cars on the platform every month, with a 218% year-on-year increase in contributions.
Since its inception in 2009, Bilibili has evolved from an early Erciyuan cultural community into a multicultural platform encompassing over 7,000 interest circles.

Link: https://daoinsights.com/news/15-year-old-bilibili-and-its-three-generations-of-young-audiences/

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Unlocking Baijiahao: Baidu’s Content Creation Sub-Platform

April 16, 2024

In the bustling landscape of China’s digital ecosystem, content creation platforms reign supreme, offering an avenue for publishers to engage audiences and businesses to bolster their marketing strategies. Among these platforms stands Baidu Baijiahao (百家号 in Chinese), a strong contender that has garnered attention since its inception in 2016. But what exactly is this content creation sub-platform, and how does it fit within the Baidu ecosystem?

Understanding Baidu Baijiahao

Baidu Baijiahao emerged onto the scene as a blog-style platform where approximately 1.9 million publishers converge to disseminate news, share content, and nurture a media ecosystem. It represents Baidu’s response to the evolving digital landscape, rivaling platforms like Toutiao and WeChat by equipping creators to wield greater control over their online presence. From bloggers to journalists, Baijiahao serves as a strong match for diverse content creators seeking to captivate audiences through interactive features such as polls and live video chat rooms.

One notable feature of Baidu Baijiahao is its integration with Baidu’s search engine, which means that content published on the platform can potentially reach a large audience through Baidu’s search results. This integration provides an incentive for content creators to use the platform to increase their visibility and reach in China’s online ecosystem.

Find out more about SEO for foreign brands and how to optimize Search Engine Results Pages

Baijiahao: Account Registration

Gaining traction on Baidu Baijiahao begins with registering an official account. It’s a prerequisite for amplifying brand visibility and ranking on Baidu’s search results. Whether as a media outlet, business entity, government agency, or other organization, securing a verified account paves the way for enhanced engagement and outreach within the digital sphere.

Integration Within the Baidu Ecosystem

At the heart of Baidu Baijiahao lies its integration within the broader Baidu ecosystem. It encompasses a myriad of interconnected platforms, including Baidu Wenku, Baidu Cloud, Baike, and Post. This seamless integration facilitates the flow of traffic, with over 95% of referrals emanating from Baidu’s search results.

The Baidu search traffic and Baijiahao’s content position in Baidu is perhaps its most important and tempting feature for brands seeking to improve their visibility on the Chinese market. In order to maximize your exposure on Baidu SERP (Search Engine Results Page), start with keywords research. Choose the right ones and incorporate the theme you want to express with relevant keywords. Pay attention to the quality and readability of the article, as well as the density and distribution of keywords. In order to obtain a better ranking, keywords can be incorporated into various aspects such as titles, text, and pictures.

After publishing articles, it is also necessary to actively promote them. You can share articles to more people through social media, WeChat Public, QQ group and other methods. With time, your articles will also start to climb the SERP pages given that you did your SEO homework correctly!

Baijiahao Baidu

Baijiahao or official WeChat Account?

The two platforms, Baidu and WeChat, serve different purposes. Your target audience will most likely find out or search for your brand differently. It also depends if your business is registered in China or not. If not, then you might not be able to apply for a Baijiahao account. If you do, we still recommend to focus and strengthen your presence on WeChat first. Most likely your customers will treat it as your most important information hub. This is important if you don’t have a Chinese website and ICP license to make it operate legally in China.

Secondly, you can easily repurpose content from WeChat to Baijiahao and this way kill two birds with one stone.

Maximizing Marketing Potential

For businesses navigating the intricate landscape of Chinese marketing, leveraging Baidu Baijiahao offers a strategic avenue for reaching target audiences and bolstering brand presence. By adhering to best practices such as prioritising high-quality content, leveraging keywords, and partnering with influencers, companies can harness the platform’s analytics tools to refine their marketing strategies and foster meaningful engagement with consumers.

Baijiahao Baidu

Operational Mechanisms and Benefits

Operating within the realm of Baidu Baijiahao reveals a plethora of benefits for content creators and businesses alike. Beyond its expansive reach, Baijiahao offers a suite of resources. Those encompass content and follower management, paid consulting services, and access to a free picture database. Moreover, the platform fosters entrepreneurship through acceleration services tailored to guide creators towards industry success.

Unlocking Key Features

Baidu Baijiahao’s repertoire extends beyond conventional content creation, offering innovative features designed to augment brand visibility and audience engagement. From content mounting functions to keyword optimisation and the “Follow” button, businesses can leverage these tools to cultivate a loyal follower base and expand their private domain traffic pool with precision and efficacy.

Baijiahao stands as a formidable asset allowing content creators and businesses to thrive in an ever-evolving ecosystem. It also confirms the self-contained nature of China’s digital landscape, where major entities seldom collaborate beyond their ecosystem confines.

By leveraging its operational mechanisms, harnessing its marketing potential, and unlocking its array of features, stakeholders can chart a course towards success in the dynamic realm of Chinese digital.

If you wish to know more about marketing in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

Written by Brice Le Guen – Greater China Director at KRDS / the WeChat Agency

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