Navigating the Chinese Digital Landscape

Amy Weng • July 22, 2024

Hi! Welcome back to our exciting series on digital marketing in China. In this blog post, we're diving into the fascinating world of the Chinese digital ecosystem, highlighting the most important social media apps and their unique features that make them so crucial for marketers.


WeChat - The Super App

Imagine an app where you can chat with friends, pay bills, shop online, book a taxi, book doctor appointments, and even file taxes. That’s WeChat for you. With over 1 billion users, WeChat is the Swiss Army knife of social media apps.

Why is it so powerful?

WeChat is your one-stop shop for everything. The Moments feature lets you share and discover updates like Facebook’s timeline, while WeChat Pay revolutionizes the way users make transactions. People don’t go out with a wallet anymore, because everything you need is probably accessible via WeChat. For businesses, WeChat’s official accounts and mini-programs offer endless possibilities to engage customers directly within the app.


Weibo - The Pulse of Trends

A platform where real-time trends, viral content, and influencer buzz come together. Welcome to Weibo, China's equivalent to X but with a unique twist. It's the go-to place for what's trending right now. 

Why is it so exciting?

Weibo’s trending hashtags and live interactions create a dynamic environment perfect for catching the latest buzz. It's a great platform to feel what is trending and upcoming in China right now, including celebrity collaborations with brands. These posts can go viral, allowing brands to jump on trending topics, collaborate with influencers, and create campaigns that resonate with a massive audience.


RED (Xiaohongshu) - The Social Commerce Powerhouse

Xiaohongshu, or RED, is a unique blend of social media and e-commerce, making it a powerhouse in the Chinese digital landscape. With over 300 million active users, this platform is particularly popular among urban citizens, who use it to share experiences, reviews, and lifestyle tips.

Why is it so popular?

RED is driven by community content that combines social interaction with e-commerce. At first, it resembles Instagram, but many users treat it as Google. They type in questions like “Must places to visit in Zurich” or “Collagen face cream brands in Switzerland” and receive top posts from influencers and bloggers. This makes it a go-to platform for authentic recommendations and tips. The platform’s built-in e-commerce functionality seamlessly integrates these recommendations with the ability to purchase products directly within the app. This unification of education, influence, and purchasing power makes RED a powerful tool for businesses looking to leverage positive user experiences to drive sales.


Douyin - The Live-Streaming Sensation

Known internationally as TikTok, Douyin is the Chinese version of the short-video platform that has taken China by storm. It has revolutionized the digital landscape in China with its blend of live-streaming, e-commerce, and algorithm-driven content. 

Why is it so addictive?

Douyin’s powerful algorithm personalizes the content feed for each user, ensuring high engagement rates across demographics. From GenZs to middle-aged aunties and uncles, everyone is hooked. The live-streaming feature is particularly effective, allowing influencers and brands to interact with their audience in real-time, demonstrate products, and drive instant sales. The seamless integration of e-commerce within the app enables users to purchase products directly during a live stream, making it an incredibly effective tool for brands to boost engagement and conversions.


Wrapping up, each of these platforms has a distinct audience and offers unique opportunities for digital marketers. The Chinese digital ecosystem is full of potential, and understanding each app is crucial to targeting your customers effectively. Which platform do you think would best reach your target audience? Have you considered how to leverage the unique features of these apps in your marketing strategy?


Stay tuned for our next post and connect with us on LinkedIn or via email. We'd love to hear from you! Reach out to discuss your specific needs and how we can help you succeed.


Let's Think East together & see you next time!


Einblick in Chinas digitale Landschaft


Hi! Willkommen zurück zu unserer Serie über digitales Marketing in China. Heute tauchen wir in die faszinierende Welt des chinesischen digitalen Ökosystems ein und beleuchten die wichtigsten Social-Media-Apps und ihre einzigartigen Funktionen, die sie für Marketing Profis unverzichtbar machen.


WeChat - Die Super App

Stellen Sie sich eine App vor, mit der Sie mit Freunden chatten, Rechnungen bezahlen, online einkaufen, ein Taxi buchen, Arzttermine vereinbaren und sogar Steuern einreichen können. Das ist WeChat für Sie. Mit über einer Milliarde Nutzern ist WeChat das Schweizer Taschenmesser unter den Social-Media-Apps. 

Warum ist es so mächtig?

WeChat ist Ihre Anlaufstelle für alles. Mit der Moments-Funktion können Sie Updates teilen und entdecken, ähnlich wie bei Facebooks Timeline, während WeChat Pay die Art und Weise revolutioniert, wie Nutzer Transaktionen durchführen. Menschen gehen nicht mehr mit einem Portemonnaie aus, weil alles, was Sie brauchen, über WeChat zugänglich ist. Für Unternehmen bieten die offiziellen Konten und Mini-Programme von WeChat endlose Möglichkeiten, Kunden direkt innerhalb der App zu engagieren.


Weibo -  Der Puls der Trends

Eine Plattform, auf der Echtzeit-Trends, virale Inhalte und Influencer-Buzz zusammenkommen. Willkommen bei Weibo, Chinas Äquivalent zu X, aber mit einem einzigartigen Twist. Es ist der Anlaufpunkt für das, was gerade angesagt ist. 

Warum ist es so aufregend?

Weibo's Trending-Hashtags und Live-Interaktionen schaffen eine dynamische Umgebung, die perfekt ist, um die neuesten Trends zu verfolgen. Marken können auf trendige Themen aufspringen, mit Influencern zusammenarbeiten und Kampagnen erstellen, die bei einem riesigen Publikum Anklang finden.


RED (Xiaohongshu) - Das Social Commerce Powerhouse

Xiaohongshu, oder RED, ist eine einzigartige Mischung aus Social Media und E-Commerce und somit ein Powerhouse in der chinesischen digitalen Landschaft. Mit über 300 Millionen aktiven Nutzern ist diese Plattform besonders beliebt bei urbanen Leuten, die sie nutzen, um Erfahrungen, Bewertungen und Lifestyle-Tipps zu teilen. 

Warum ist es so beliebt?

RED wird von Community-Inhalten angetrieben, die soziale Interaktion mit E-Commerce verbinden. Auf den ersten Blick ähnelt es Instagram, aber viele Nutzer behandeln es wie Google. Sie geben Fragen ein wie „Must-See-Plätze in Zürich“ oder „Kolagen-Gesichtscreme-Marken in der Schweiz“ und erhalten die besten Beiträge von Influencern und Bloggern. Dies macht es zu einer Anlaufstelle für authentische Empfehlungen und Tipps. Die integrierte E-Commerce-Funktionalität der Plattform ermöglicht es, diese Empfehlungen nahtlos mit der Möglichkeit zu verbinden, Produkte direkt in der App zu kaufen. Diese Vereinigung von Bildung, Einfluss und Kaufkraft macht RED zu einem mächtigen Werkzeug für Unternehmen, die positive Nutzererfahrungen nutzen möchten, um Verkäufe zu steigern.


Douyin - Die Livestreaming Sensation

International bekannt als TikTok, ist Douyin die chinesische Version der Kurzvideo-Plattform, die China im Sturm erobert hat. Sie hat die digitale Landschaft in China mit ihrer Mischung aus Livestreaming, E-Commerce und algorithmusgesteuerten Inhalten revolutioniert. 

Warum ist es so einzigartig?

Douyins leistungsstarker Algorithmus personalisiert den Content-Feed für jeden Nutzer und sorgt so für hohe Engagement-Raten über alle demografischen Gruppen hinweg. Von GenZs bis hin zu älteren Generationen – jeder ist begeistert. Die Livestreaming-Funktion ist besonders effektiv und ermöglicht es Influencern und Marken, in Echtzeit mit ihrem Publikum zu interagieren, Produkte zu demonstrieren und sofortige Verkäufe zu erzielen. Die nahtlose Integration von E-Commerce in der App ermöglicht es den Nutzern, Produkte direkt während eines Livestreams zu kaufen, was es zu einem unglaublich effektiven Werkzeug für Marken macht, um Engagement und Konversionen zu steigern.

Jede dieser Plattformen hat ein unterschiedliches Publikum und bietet einzigartige Möglichkeiten für digitale Marketer. Das chinesische digitale Ökosystem ist voller Potenzial, und das Verständnis jeder App ist entscheidend, um Ihre Kunden effektiv anzusprechen. Welche Plattform erreichen Ihrer Meinung nach am besten Ihre Zielgruppe? Haben Sie darüber nachgedacht, wie Sie die einzigartigen Funktionen dieser Apps in Ihrer Marketingstrategie nutzen können?


Bleiben Sie dran für unseren nächsten Beitrag und verbinden Sie sich mit uns auf LinkedIn oder per E-Mail – wir würden gerne Ihre Anregungen und Fragen hören! 


Let's Think East together & 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!