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!

Why a Swiss Premium Brand Is Going Offline in China

By Amy Weng • June 22, 2026
In 2024, I wrote about Alpine White, the Swiss oral care brand founded by Alexander and Reto Wälchli, and its early steps into China: a flagship store on Tmall Global, presence on Xiaohongshu, WeChat and Douyin, and a product registration process that was still underway. Two years on, the picture has changed. The brand, sold in China under the name 乐瑞白 (Lè Ruì Bái), now sits in some of the country's most exclusive supermarkets, at 189 RMB the most expensive toothpaste on the shelf. Behind that shift is Ma Shiyu, who leads Alpine White's APAC business. We spoke shortly after this year's China Beauty Expo. What followed was one of the most candid conversations I have had about what it actually takes to build a premium Swiss brand in China: why Alpine White moved from cross-border e-commerce into general trade and physical retail, where the surprising money sits, and what she would tell every Swiss founder before they book a booth at their first trade fair. This conversation is part of the Think East series Swiss Brands in China, spotlighting successful Swiss brands in the world's most demanding consumer market.

The Experience Is The Product

By Amy Weng • June 8, 2026
In China’s luxury market, a flagship now competes with museums, restaurants and pop culture events for the same two hours of a consumer’s afternoon. The brands winning that competition are not playing by European rules. The store has become one of the most contested ideas in luxury. In China, it now carries a workload that many European flagships still do not. It has to sell, of course. It also has to stage a world, generate traffic, travel across social media, and justify why a consumer should spend an hour there before deciding whether to spend anything at all. That shift is visible in Shanghai. Louis Vuitton opened The Louis in June 2025: a 30-meter, ship-shaped structure designed by Shohei Shigematsu of OMA, housing exhibition space, retail floors, and a café on Nanjing Road. Prada turned Rong Zhai, a restored 1918 mansion it has owned since 2011, into a permanent hospitality address with Mi Shanghai Prada Rong Zhai, its first standalone dining space in Asia, with Wong Kar Wai commissioned to design the interior. Penhaligon’s chose Shanghai for its first fragrance exhibition anywhere in the world, in April 2025. The message is consistent: China is not receiving a standard flagship strategy with local adaptations. It is being used as the testing ground for a different, grander format altogether. The timing is not accidental. Bain estimates that China’s personal luxury market fell 17–19% in 2024 and a further 3–5% in 2025, before returning to modest growth in 2026. Chinese consumers still account for approximately 23% of global luxury demand, per Bernstein. In a market like that, brands do not retreat from visibility. They rethink what visibility has to do. What The Consumer Expects Bluebell Group’s 2025 consumer research found that 96% of surveyed mainland Chinese respondents said experiential value now outweighs product ownership in how they define luxury. 46% want immersive, brand-led experiences in store, with staff actively involved in storytelling. The same study found that 92% prioritise the quality of the product over brand name, and 88% say higher prices are justified when the underlying craft is evident. The appetite for theatre is real. So is the demand for substance underneath it. What a luxury space is expected to deliver has changed accordingly. Narrative density comes first: consumers expect an entire world. Social legibility is equally non-negotiable: the space needs to circulate on Xiaohongshu or Douyin, because store traffic and digital visibility now feed each other directly. And in Asia, Bluebell found that in-store service standards are perceived as higher than elsewhere, which raises the baseline for every international brand operating there. The experiential minimum is a moving target. The New Flagships Louis Vuitton's ship is the clearest statement of the new model. The structure spans approximately 1,600 square metres. Entry is managed through the brand's My LV WeChat mini program: even free admission is controlled. The early returns suggest the model works. According to Wen Wei Po, 60% of sales at The Louis come from new clients – a statistic that directly addresses the industry's central question of whether experience-driven flagships merely entertain existing customers or actually expand the customer base. The impact extends beyond the store itself. In its first four months, the exhibition drew over 360,000 visitors, according to Shanghai government data. Daily foot traffic at The Louis has reached 20,000 on peak weekends, and the surrounding commercial district has seen a clear lift: the adjacent Xingye Taikoo Hui mall recorded a 41.9% increase in retail sales during the first nine months of 2025, while other surrounding businesses reported sales doubling. The ship has effectively become an anchor, transforming Nanjing Road into a destination where a luxury flagship now functions as a catalyst for an entire neighbourhood. Prada’s Rong Zhai shows a different register. Commissioning the iconic Hong Kong filmmaker Wong Kar Wai to design Mi Shanghai Prada Rong Zhai signals where Prada is locating cultural authority in China: not in European craft narrative, but in Chinese creative identity. The space weaves art, architecture, food and time into a single address. It seems quieter than The Louis, but no less deliberate. According to the Prada Group’s full‑year 2025 earnings, Asia Pacific retail sales reached $1.85 billion, an 11% increase year-on-year. This remains the most relevant proxy for Prada’s performance in Greater China, including the period when the Mi Shang Café at Rong Zhai was operational.

Switzerland, Asia and the Future of Executive Education - A Conversation with Jürgen Brücker

By Interview by Amy Weng • May 18, 2026
Jürgen Brücker, CEO of UZH Executive Education, is direct about where the industry stands: a large part of today’s executive education is no longer fit for purpose. His response is UZH Executive Education's Vision 2030, centred around three words: connect, empower, inspire . At Think East, we are interested in how leaders and institutions build stronger bridges between Europe and Asia. We spoke with Jürgen about the future of executive education, Asia’s growing role in global business, and the role Switzerland can play in an increasingly fragmented world.