Ahead of the Curve: Understanding China’s Social Commerce

looka_production_152122192 • August 13, 2024

Hi! Welcome back to our series on digital marketing in China! Today, we’re diving into a phenomenon that has rapidly reshaped the retail landscape: social commerce.


What is social commerce? It blends social media with e-commerce, allowing consumers to discover, review, and purchase products — all within the same app. This seamless integration transforms social platforms into full-fledged shopping destinations.


The Rise and Popularity of Social Commerce in China

Social commerce has rapidly emerged as a favorite in China's retail landscape, fundamentally changing how consumers shop:

  • Strong Growth: By 2023, social commerce accounted for nearly 20% of all online retail sales in China, underscoring its growing influence alongside traditional e-commerce platforms like Taobao and JD. With a market size valued at approximately 2.5 trillion RMB (about 300 billion CHF) in 2021, this sector is continuously expanding.
  • High Engagement: 84% of Chinese consumers made purchases through social media in 2022. This shift is driven by the evolving role of social media platforms, which now offer a fully integrated shopping experience where users can discover products, read reviews, and make purchases — all without leaving the app.
  • Influencer Power: Influencers and live streamers are particularly driving this trend. They engage audiences by showcasing products in real-time, offering an interactive shopping experience that combines entertainment with commerce. This trend has attracted 850 million social commerce users by 2021.
  • Convenience: The ability to move from product discovery to purchase in just a few clicks, often with next-day delivery, has made social commerce the ultimate in convenience for Chinese consumers. This seamless experience is a key driver behind the rapid adoption and continued growth of social commerce.


Key Players Shaping Social Commerce in China
China's social commerce ecosystem is thriving, thanks to several key platforms that have successfully integrated e-commerce with social media. Each of these platforms offers unique features and opportunities that brands can leverage to connect with their audiences. Here’s a closer look at the major players:


1. WeChat Mini Programs


  • In-App Shopping:  WeChat Mini Programs are apps embedded within WeChat that allow businesses to create customized e-commerce experiences. Brands can set up Mini Programs to sell products directly to consumers, offering a seamless shopping experience without ever leaving WeChat.
  • Personalized Engagement: Mini Programs enable brands to interact with customers through tailored content, loyalty programs, and targeted promotions based on user behavior and preferences.
  • Integration with WeChat Pay: The integration with WeChat Pay facilitates instant transactions, reducing friction in the purchasing process.


Pay Attention to:

  • User Experience: The success of a Mini Program often depends on how user-friendly and how well it integrates with the overall WeChat ecosystem. A non-intuitive interface can deter users.
  • Data Insights: Brands must leverage the data collected from Mini Programs to refine their marketing strategies and better understand customer behavior.


2. RED (Xiaohongshu)

  • User-Generated Content: With over 300 million monthly active users, RED is particularly popular among young, urban users. RED’s community thrives on user-generated content, where users share their experiences and reviews of products. It’s a go-to destination for beauty, fashion, and luxury brands.
  • Influencer Collaborations: Brands often collaborate with influencers on RED to reach their target audience. These influencers, known as "Key Opinion Leaders" (KOLs), play a significant role in driving purchasing decisions.
  • Shopping Integration: RED allows users to directly purchase products mentioned in posts, creating a seamless transition from discovery to purchase.


Pay Attention to: 

  • Authenticity: RED users value authenticity. Brands must focus on building genuine relationships with their target group and encouraging authentic reviews.
  • Content Strategy: Given the platform’s visual nature, high-quality, aesthetically pleasing content is essential to stand out. Brands need to invest in creating visually compelling content that resonates with the RED community.


3. Douyin 


  • Shoppable Videos: Douyin's e-commerce integration allows users to purchase products featured in videos with just a few taps, creating an immediate and interactive shopping experience.
  • Live Streaming: Douyin is a leader in live-streaming commerce, where influencers and brands host live shows to showcase products, offer discounts, and interact with viewers in real time. This format has proven highly effective in driving sales.
  • Algorithmic Recommendations: Douyin’s powerful algorithm suggests content based on user preferences, which can help brands reach highly targeted audiences.


Pay Attention to: 

  • Engagement vs. Sales: While Douyin excels at driving engagement, turning that engagement into actual sales requires a strategic approach. This includes using convincing calls to action, limited-time offers, and ensuring that your content resonates with the audience.
  • Live-Streaming Quality: The quality of your live-streaming production plays a crucial role in its success. High-quality streams and hosts who can genuinely connect with the audience are key to boosting engagement and driving sales. However, it’s important to note that working with influencers can quickly become expensive, so it’s important to choose the right partners who align with your brand and offer the best return on investment.


Wrapping up, social commerce is revolutionizing digital marketing, requiring brands to become more agile, creative, and deeply connected with their audiences through interactive content. This shift is not just a trend—it’s a fundamental change in consumer behavior. Brands that embrace social commerce can expect significant boosts in engagement, making it essential to stay ahead in this dynamic market.


At Think East, we specialize in guiding brands through the evolving landscape of social commerce. We offer tailored services that include crafting compelling social media campaigns, finding the right influencers for your brand, setting up effective KOL collaborations, and providing strategic consulting to help you identify the right platforms and approaches for your brand. 


Which social commerce platform do you think would best suit your brand? How are you currently leveraging influencers in your digital marketing strategy?


Stay tuned for our next post, and connect with us on LinkedIn or via email — we’d love to hear your thoughts and questions.


See you next time!


Banner Image Credit: All screenshots taken from RED, WeChat, and Douyin showcasing content by Balenciaga, Shake Shack, and Jacquemus.

Der Zeit Voraus: Einblick in Chinas Social Commerce


Hi! Willkommen zurück zu unserer Serie über digitales Marketing in China. Heute tauchen wir in ein Phänomen ein, das die chinesische Handelslandschaft rasant verändert hat: Social Commerce.


Was ist Social Commerce? Social Commerce vereint soziale Medien mit E-Commerce und ermöglicht es den Konsumenten, Produkte zu entdecken, Bewertungen zu schreiben und zu lesen und Käufe zu tätigen – alles innerhalb der gleichen App. Diese nahtlose Integration macht soziale Plattformen zu vollwertigen Einkaufserlebnissen.


Warum ist es so beliebt in China?

Social Commerce hat sich schnell zu einem Favoriten in Chinas Handelslandschaft entwickelt und verändert grundlegend, wie Konsumenten einkaufen:

  • Starkes Wachstum: Bis 2023 machte Social Commerce fast 20% des gesamten Online-Handels in China aus, was seine wachsende Bedeutung neben traditionellen E-Commerce-Plattformen wie Taobao und JD unterstreicht. Mit einem Marktvolumen von etwa 2,5 Billionen RMB (rund 300 Milliarden CHF) im Jahr 2021 wächst dieser Sektor kontinuierlich.
  • Hohe Beteiligung: 84% der chinesischen Konsumenten kauften 2022 über soziale Medien ein. Diese Entwicklung wird durch die zunehmende Rolle der Social-Media-Plattformen angetrieben, die jetzt ein vollständig integriertes Einkaufserlebnis bieten, bei dem Nutzer Produkte entdecken, Bewertungen lesen und Einkäufe tätigen können – alles ohne die App zu verlassen.
  • Einfluss durch Influencer: Influencer und Live-Streamer stehen im Zentrum dieses Trends. Sie fesseln das Publikum, indem sie Produkte live präsentieren und ein interaktives Einkaufserlebnis schaffen, das Unterhaltung und Einkauf vereint. Dieser Trend hat bis 2021 850 Millionen Social-Commerce-Nutzer angezogen.
  • Bequemlichkeit: Die Möglichkeit, in nur wenigen Klicks von der Produktentdeckung zum Kauf überzugehen und oft am nächsten Tag die Lieferung zu erhalten, hat Social Commerce zur ultimativen Bequemlichkeit für chinesische Konsumenten gemacht. Dieses nahtlose Erlebnis ist ein Haupttreiber für die schnelle Akzeptanz und das kontinuierliche Wachstum von Social Commerce.


Wichtige Player im Social Commerce in China

Das Social-Commerce-Ökosystem in China boomt, dank mehrerer Schlüsselplattformen. Jede dieser Plattformen bietet einzigartige Funktionen und Chancen, die Brands nutzen können, um mit ihrem Publikum in Kontakt zu treten. Hier ein genauerer Blick auf die wichtigsten Akteure:


1. WeChat Mini-Programme


  • In-App Shopping:  WeChat Mini-Programme sind in WeChat eingebettete Apps, die es Unternehmen ermöglichen, massgeschneiderte E-Commerce-Erlebnisse zu schaffen. Marken können Mini-Programme einrichten, um Produkte direkt an Konsumenten zu verkaufen und ein nahtloses Einkaufserlebnis zu bieten, ohne WeChat verlassen zu müssen.
  • Personalisierte Interaktionen: Mini-Programme ermöglichen es Marken, durch massgeschneiderte Inhalte, Treueprogramme und gezielte Promotionen auf Basis des Nutzerverhaltens mit Kunden zu interagieren.
  • Integration mit WeChat Pay: Die Integration mit WeChat Pay erleichtert sofortige Transaktionen und reduziert Reibungen im Kaufprozess.


Wichtig zu beachten:

  • Nutzererlebnis: Der Erfolg eines Mini-Programms hängt oft davon ab, wie benutzerfreundlich es ist und wie gut es sich in das WeChat-Ökosystem integriert. Eine nicht intuitive Benutzeroberfläche kann Nutzer abschrecken.
  • Datenanalyse: Marken müssen die gesammelten Daten aus den Mini-Programmen nutzen, um ihre Marketingstrategien zu verfeinern und das Kundenverhalten besser zu verstehen.


2. RED (Xiaohongshu)

  • User-Generated Content: Die RED-Community lebt von nutzergenerierten Inhalten, bei denen Nutzer ihre Erfahrungen und Bewertungen zu Produkten teilen. Mit über 300 Millionen monatlich aktiven Nutzern ist RED besonders beliebt bei jungen, urbanen Nutzern. Es ist die Anlaufstelle für Marken aus den Bereichen Beauty, Mode und Luxus.
  • Zusammenarbeit mit Influencern: Marken arbeiten oft mit Influencern auf RED zusammen, um ihre Zielgruppe zu erreichen. Diese Influencer oder "Key Opinion Leaders" (KOLs), spielen eine entscheidende Rolle bei der Beeinflussung von Kaufentscheidungen.
  • Shopping-Integration: RED ermöglicht es den Nutzern, Produkte, die in Beiträgen erwähnt werden, direkt zu kaufen, was einen nahtlosen Übergang vom Entdecken zum Kauf schafft.


Wichtig zu beachten: 

  • Authentizität: RED-Nutzer legen grossen Wert auf Authentizität. Marken müssen sich darauf konzentrieren, echte Beziehungen zum Publikum aufzubauen und authentische Bewertungen zu fördern.
  • Content-Strategie: Angesichts der visuellen Natur der Plattform ist hochwertiger, ästhetisch ansprechender Content entscheidend, um herauszustechen. Marken sollten in die Erstellung visuell überzeugender Inhalte investieren, die bei der RED-Community gut ankommen.


3. Douyin 


  • Shoppable Videos: Die E-Commerce-Integration von Douyin ermöglicht es den Nutzern, Produkte, die in Videos präsentiert werden, mit nur wenigen Klicks zu kaufen und so ein sofortiges und interaktives Einkaufserlebnis zu schaffen.
  • Live-Streaming: Douyin ist führend im Bereich des Live-Streamings im Handel, bei dem Influencer und Marken Live-Shows veranstalten, um Produkte zu präsentieren, Rabatte anzubieten und live mit den Zuschauern zu interagieren. Dieses Format hat sich als äusserst effektiv erwiesen, um Verkäufe zu steigern.
  • Algorithmische Empfehlungen: Der leistungsstarke Algorithmus von Douyin schlägt Inhalte basierend auf den Vorlieben der Nutzer vor, was Marken helfen kann, hochgradig zielgerichtete Zielgruppen zu erreichen.


Wichtig zu beachten: 

  • Engagement vs. Verkäufe: Während Douyin hervorragend geeignet ist, um Engagement zu fördern, erfordert die Umwandlung dieses Engagements in tatsächliche Verkäufe einen strategischen Ansatz. Dies beinhaltet überzeugende Call-to-Actions oder zeitlich begrenzte Angebote.
  • Qualität des Live-Streamings: Die Qualität Ihrer Live-Streaming-Produktion spielt eine entscheidende Rolle für den Erfolg. Hochwertige Streams und Moderatoren, die authentisch mit dem Publikum in Kontakt treten, sind der Schlüssel, um Engagement zu steigern und Verkäufe anzukurbeln. Allerdings kann die Zusammenarbeit mit Influencern schnell teuer werden, daher ist es wichtig, die richtigen Partner auszuwählen, die zu Ihrer Marke passen und das beste Preis-Leistungs-Verhältnis bieten.


Social Commerce revolutioniert das digitale Marketing und erfordert von Marken, agiler, kreativer und stärker mit ihrem Publikum verbunden zu sein – durch interaktive Inhalte. Dieser Wandel ist nicht nur ein Trend, sondern eine grundlegende Veränderung im Konsumverhalten. Marken, die Social Commerce nutzen, können mit erheblichen Steigerungen bei Engagement rechnen. Es ist daher entscheidend, in diesem dynamischen Markt einen Schritt voraus zu sein.


Bei Think East unterstützen wir Marken dabei, sich in diesem dynamischen Social-Commerce-Umfeld zurechtzufinden. Wir bieten massgeschneiderte Dienstleistungen an, von der Erstellung überzeugender Social-Media-Kampagnen über die Auswahl passender Influencer bis hin zu  strategischer Beratung, um die richtigen Plattformen und Ansätze für Ihre Marke zu finden.


Welche Social-Commerce-Plattform passt am besten zu Ihrem Brand? Wie setzen Sie Influencer derzeit in Ihrer digitalen Marketingstrategie ein?


Bleiben Sie dran für unseren nächsten Beitrag und kontaktieren Sie uns auf LinkedIn oder per E-Mail – wir freuen uns auf Ihre Gedanken und Fragen.


Bis zum nächsten Mal!

Chinese Elders vs. Swiss Elderly

By Fiona Koh • January 13, 2026
Whoever has visited China, no matter how big or small the city, will have observed one thing: Chinese elderly women line dancing in public plazas to loud Chinese pop songs blaring out of big speakers. Even late at night, the Chinese aunties dance in big groups and spend time together. Anyone who has spent some time in China will also have noticed the ubiquitous outdoor fitness parks where elderly men casually crank out pull-ups as if they’re competing in a world championship, staying fit with whatever equipment happens to be available. Furthermore, China’s “silver economy” providing products and services for the elderly is estimated at ~7 trillion yuan (~CHF 800 billion) as of 2023 and projected to reach ~30 trillion yuan (~CHF 3.4 trillion) by 2035. Such observations are in stark contrast to the Swiss landscape: Elderly are mostly seen running errands before they disappear back into their house or apartment. While some take to the mountains for hiking, everyday public life remains largely age-neutral, with older generations mostly out of sight. Beyond walking or hiking, it is uncommon to see elderly people dancing or exercising openly in public spaces. But why are the two cultures so different in how elderly find their space in society? The contrast isn’t accidental; it’s the result of history, urban design, social norms, and how each society understands aging itself. First, public space plays a very different role. In China, dense urban living and a long tradition of communal life mean that plazas, parks, and courtyards function as extensions of the home. Dancing, tai chi, or using outdoor fitness equipment is not seen as “performative” or unusual; it’s simply how one belongs to the community, and elderly people are encouraged to be part. In Switzerland, by contrast, private space is larger and more protected. Social life is more likely to move indoors or into organized clubs, and being loudly visible in public can feel intrusive rather than communal. Second, cultural attitudes toward collectivism versus privacy matter. Chinese society has deep collectivist roots. Group activities, especially among older generations, feel natural and comforting. Swiss culture places a much higher value on privacy, individual boundaries, and not “disturbing” others. Third, infrastructure and policy reinforce these norms. China has deliberately invested in free, accessible outdoor fitness parks and large plazas, especially since the 1990s. Switzerland invests heavily in nature access and healthcare, but far less in everyday, informal social infrastructure for the elderly. 

The Swiss Blueprint: A Case Study on XPENG's Calculated Entry into Europe

By Fiona Koh • January 5, 2026
While the Chinese electric vehicle (EV) giant BYD is often the focus of European market analysis, a new competitor has already quietly entered the continent. XPENG, a technology-driven EV manufacturer, has identified Europe as the centre piece for its long-term global growth. Since 2021, XPENG has pursued European expansion. Switzerland, despite its small population, has emerged as one of XPENG’s earliest and most strategically symbolic European markets. In this article I analyse XPENG’s European strategy through the specific lens of its Swiss market launch, leveraging corporate announcements, partnership disclosures, and industry analysis from 2024 to today. Moving beyond the rhetoric of “disruption,” I examine the practical, multidimensional drivers behind XPENGs expansion: Strategic Market Choice: Why Switzerland Became XPENG’s Most Recent Key Market XPENG’s Brand Strategy and Key Differentiators: Premium AI-driven EVs Supply Chain Considerations: Local Production in Austria, The Move That Changed Everything Swiss Go-To-Market Strategy: Distribution and Trust Future Considerations and Big Picture: XPENG’s European Future, Geopolitical Considerations 1. Strategic Market Choice: Why Switzerland Became XPENG’s Most Recent Key Market XPENG kicked off its European expansion in 2021, entering markets with established EV adoption, such as Norway, Sweden, the Netherlands, and Denmark. The company deepened its continental presence in 2024 by launching in the key automotive hubs of Germany, France, the UK, and Italy. Now, as of late 2025, XPENGs strategy focuses on rapid European market expansion to achieve comprehensive European coverage. A significant new market in this phase is Switzerland. Unlike the Nordic nations, which are recognised leaders in EV adoption, Switzerland has a different market profile, characterised by high purchasing power but more moderate EV penetration (see Graph 1). This raises a key strategic question: why would XPENG prioritise Switzerland as an early and important market? Switzerland is a small country and not an EV-heaven like the Nordics (see Graph 1). So what makes Switzerland a strategic choice for XPENG? My analysis suggests three primary factors that make Switzerland a strategically attractive entry point for XPENG: High EV Adoption Rate: Switzerland is a logical next step in XPENG’s market expansion. As shown in Graph 1, the country has one of the highest electric vehicle adoption rates in Europe, following closely behind the Nordic markets where XPENG first established its European presence. By entering Switzerland, the company directly targets a large customer base that is already familiar with and receptive to electric mobility, reducing the need for extensive consumer education on EV technology. Absence of a Domestic Auto Industry: Switzerland lacks a significant domestic car manufacturing sector compared to Germany or France, where XPENG is already active. Consequently, XPENG enters a market largely free from the protective industrial policies or legislative measures often designed to shield local automakers from international competition. This creates a more open and less politically complex competitive landscape. Strong Purchasing Power and Premium Market Affinity: The Swiss market aligns well with XPENG’s premium positioning. Data indicates that Swiss consumers are accustomed to new car prices in the range of CHF 60,000 and above, which corresponds directly with XPENG’s pricing strategy. Furthermore, the market exhibits a strong and sustained preference for premium automotive brands, with BMW, Audi, and Mercedes-Benz consistently holding large market shares. This consumer behaviour toward high-value vehicles provides a favourable environment for XPENG to position itself as a technology-focused alternative within the premium segment.

The China Edition #4: On’s Success in China: From Wholesale to Community-Centered Retail

By Amy Weng • April 21, 2025
When On entered the Chinese market in 2018, it followed a traditional B2B wholesale model, focusing on wholesale distribution. By 2021, the brand started shifting toward direct-to-consumer (D2C) retail , preparing for standalone stores. Then, COVID-19 disrupted expansion plans, delaying progress until 2023, when On was finally able to accelerate its retail growth. How did a Swiss sports brand establish itself in China so quickly and compete with industry giants like Nike and Adidas? Instead of relying solely on product sales, On built a running culture. The brand positioned itself around community, performance, and innovation, creating a lifestyle-driven experience while maintaining its strong athletic identity. 2024: A Year of Expansion & Engagement Last year, On introduced a series of campaigns and retail activations that reinforced its presence in China: March – "Dream" campaign launch with a focus on music June – Collaboration with Loewe, combining innovation and fashion August – Opened new stores in Hong Kong, Wuhan, and Nanjing December – Launch of Cloudboom Strike LS, a high-performance running shoe for marathoners Shanghai Running Community Store: A Minimalist Hub for Runners At its West Bund flagship store , On took a different approach to retail. Rather than creating a traditional shopping experience, the store was designed as a community hub for runners . The space feels more like a gathering point for athletes than a commercial store. One of the store’s key activations was the exclusive Cloudboom Strike LS shoe release , limited to 48 pairs . These shoes were given to athletes, with a few left in-store for runners to test. This initiative strengthened On’s connection with dedicated runners and reinforced its reputation as a brand built for performance. How On Activated the Community at West Bund: Influencer & PR Strategy – Sports media and dedicated athletes took center stage instead of traditional KOL-heavy promotions. Cloudboom Strike LS Shoe Activation – Professional runners engaged directly with the product. Panel Discussions with Athletes – Conversations around running performance and innovation. Community Spaces & Benefits : 10 running groups with over 200 participants Changing rooms & free shoe rentals for trial runs Pet-friendly facilities for runners with dogs By focusing on engagement rather than direct sales, On built strong connections with the running community, strengthening brand loyalty and authenticity. What's Next? On is expanding its community-driven approach with: More localized running events & meetups More experiential store openings designed for interaction Expansion beyond running into sports like tennis Shanghai Spring Pop-Up – An activation promoting CloudTec Phase® technology through immersive design. On’s strategy in China goes beyond retail, turning stores into spaces where runners can meet, test products, and connect with the brand. At Think East, we keep you updated on the strategies brands use to succeed in China’s dynamic market. If you’re a new brand looking to enter the Chinese market or refine your approach, reach out to us. We’re here to help you craft a strategy that works for your goals. Stay tuned for our next post, and connect with us on LinkedIn or via email—we’d love to hear your thoughts and questions. See you next time!