Navigating the Chinese Digital Landscape

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!

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

By looka_production_152122192 • 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!

Why Xiaohongshu (RED) Should Be Part of Your Digital Strategy

By looka_production_152122192 • January 20, 2025
Xiaohongshu (RED) has evolved from a China-based shopping guide into a global lifestyle hub with over 300 million monthly active users. RED has also become China's number one search engine app, and is gaining international attention recently, especially as “TikTok refugees” in the U.S. search for alternative platforms amidst TikTok’s uncertain future. For international brands and organizations, RED offers a powerful opportunity to establish credibility, visibility, and trust with a sophisticated audience. Why RED Matters for Everyone RED is a lifestyle-focused, user-driven platform where content and conversations shape public perception. This makes it invaluable for seeding awareness, whether for global institutions, luxury brands, or niche organizations entering the Chinese market. With its foundation in trust and user-driven content, RED positions organizations as leaders in their space. Here’s how institutions can leverage this unique platform for growth: Discovery : RED’s users actively seek fresh ideas, meaningful insights, and reliable recommendations. Whether exploring lifestyle trends, educational initiatives, or cultural content, users engage deeply with curated posts. Trust Through Content : Over 80% of posts are user-generated, creating an environment of authenticity. For institutions, this opens the door to connect with audiences by sharing real, relatable content that resonates with their values. A Gateway to China’s Urban Population : RED’s audience consists largely of female professionals and students in first- and second-tier cities, giving institutions access to influential and forward-thinking demographics. For example, a museum or cultural institution could use RED to showcase exclusive exhibitions, share behind-the-scenes content, or highlight global partnerships. This not only builds awareness but also sparks curiosity and fosters engagement with urban audiences interested in arts and culture. Why RED Is Essential for Brand and Institutional Growth RED provides a low-barrier entry point to build visibility in one of the world’s most competitive digital spaces. Its focus on authentic discovery and trust helps organizations gain traction with the right audiences. Seeding Awareness : RED allows organizations to position themselves as thought leaders or trusted entities. Whether through knowledge-sharing, success stories, or behind-the-scenes glimpses, it’s ideal for creating a lasting impression. Building Conversations : RED fosters meaningful interactions. Institutions can start discussions around shared values, research, or initiatives that align with the platform’s focus on thoughtful content. Leveraging Local Influence : RED’s ecosystem of influencers, including Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), amplifies visibility and credibility. Strategic partnerships with the right influencers can elevate messaging and build connections with targeted audiences effectively. Pro Tip : Many brands succeed by employing the KFS Strategy: a combination of Key Opinion Leaders (KOLs), Feeds, and Search Ads. This multi-pronged approach ensures visibility across key touchpoints. Advertising and Influencer Partnerships on RED RED’s advertising and influencer tools work best when integrated into a broader content strategy. Ads are not just about visibility but about positioning your institution or brand authentically within the platform’s ecosystem. In-Feed Native Ads : These ads appear seamlessly in users’ feeds, blending with organic content while carrying a “sponsored” tag. Institutions can use in-feed ads to promote educational content, events, or campaigns, aligning with the platform’s focus on meaningful interactions. Search Ads : By targeting specific keywords, these ads connect organizations with users actively seeking related content. Though they involve higher costs, they are highly effective for driving action and intent. Influencer Partnerships : RED’s 6,000+ KOLs and KOCs offer an array of collaboration opportunities. While micro-influencers charge between 2,000–5,000 RMB per post, top-tier KOLs can command hundreds of thousands of RMB or more per campaign, making influencer partnerships scalable to any budget or goal. RED’s Unique Role as a Seeding Platform Whether you’re a global brand or an institution promoting education, culture, or research, RED allows you to: Seed ideas and spark curiosity that lead to organic engagement. Build recognition and trust over time by prioritizing authenticity. Cultivate meaningful connections in China’s ever-evolving digital landscape. For example, a university could use RED to promote cultural exchange programs, showcase student testimonials, or highlight partnerships with Chinese academic institutions. This type of content resonates with RED’s audience, who value both inspiration and credibility. Final Thoughts RED is a space where any entity can amplify its visibility and credibility in China. By focusing on storytelling, authenticity, and community engagement, RED bridges the gap between global values and local aspirations, making it an invaluable tool for seeding awareness. 💡 At Think East, we specialize in strategy, account setup, and management of RED accounts for international institutions and brands. Interested in exploring RED for your institution or organization? Let’s build a tailored strategy to help you succeed. 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!

The China Edition #3: Weleda's Organic Journey in China

By looka_production_152122192 • December 4, 2024
When it comes to entering and staying in the Chinese market, few Swiss brands have navigated the landscape as thoughtfully as Weleda . A pioneer in organic skincare, Weleda first stepped into China two decades ago, long before "clean beauty" became a trend. The brand’s journey is a masterclass in adapting to evolving regulations, market trends, and consumer behavior while staying true to its core identity. 2 0 Years of Organic Presence Weleda initially found success in China with its baby care products - a category that is very popular with Chinese parents seeking safe, organic solutions for their infants. Offline stores stocked their products, and items like nappy creams quickly became household staples. However, 2015 marked a turning point. Stricter regulations in China requiring animal testing for product registration created barriers for international brands. Rather than retreating, Weleda pivoted. They leveraged cross-border e-commerce , an opportunity allowing products to be sold without animal testing, launching an online shop that would define the next chapter of their growth. A Strategic Shift to Cross-Border E-Commerce By 2016, Weleda’s nappy cream had become a big success, consistently ranking in the top three brands in the category , even against strong domestic competitors. Up until 2022, the brand’s reputation revolved around being a trusted provider of organic baby products. During this time, Weleda worked to encourage adult consumers to use organic skincare for themselves. Many Chinese adults perceived organic products as premium-priced and prioritized purchasing them for their children rather than for themselves. The pandemic marked a turning point, boosting awareness and interest in health and wellness products. This shift set the stage for Weleda to expand beyond baby care and build a foundation in organic beauty and cosmetics. Breaking Into the Beauty Category In 2021, Weleda launched its cosmetics line on Tmall Global , a crucial step into China’s competitive beauty market. They focused on body oils , tapping into an underserved niche. Products like Arnica Massage Oil and Birch Oil became wintertime favorites, particularly among women seeking relief from stress and muscle tension. By 2022, however, a seasonal challenge emerged: body oils saw limited demand during warmer months, as many Chinese consumers avoid oily products due to their skin type. Weleda adapted once again, promoting lightweight, high-performing alternatives like the Rosemary Hair Tonic . This product addressed widespread concerns such as hair loss and oil control , offering a watery texture that suited local preferences. The tonic resonated with stressed, image-conscious consumers, helping Weleda strengthen its position in the beauty category and expand its customer base to include male consumers and year-round buyers. Weleda's growth strategy in China offers a clear framework for success: Start with Cross-Border E-Commerce : Cross-border e-commerce offers an efficient, cost-effective entry point for international brands. Weleda’s consistent focus on this channel minimized risk while building a loyal customer base. Leverage Social Media for Seeding and E-Commerce : Platforms like RED are instrumental for educating Chinese consumers. Weleda seeded content featuring authentic reviews and product usage tips before moving to Douyin (TikTok) and WeChat for broader e-commerce campaigns. Focus on Core Products: Rather than launching a full product line, Weleda introduced one hero product at a time - nappy cream, body oils, and hair tonic - allowing them to build traction and loyalty organically. Collaborate Strategically : From working with KOLs to sponsoring events like the Montreux Jazz Festival in Suzhou or the Shanghai Fashion week, Weleda smartly balanced niche collaborations with broad market appeal. Sustainable Growth Over Hype: Unlike brands chasing instant fame, Weleda prioritized sustainable growth. With a medium-range price point, consistent product efficacy, and high customer retention, they’ve cultivated a loyal audience that champions the brand. Looking Ahead In 2024, Weleda continues to ride the wave of success. Revenue from the recent 11/11 shopping festival grew 15% year-over-year, a testament to the brand’s refined approach to e-commerce and social media marketing. Baby care remains the cornerstone of their business, but beauty products are rapidly gaining ground. As more Chinese consumers seek organic niche brands that align with their values, Weleda’s organic promise resonates deeply. Yet, challenges remain, from managing stock levels to competing with other international clean beauty brands. Still, Weleda’s 20-year journey in China proves that with patience, adaptability, and a sharp focus on consumer needs, brands can carve out a meaningful space in this complex market. 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!