What is China Digital Marketing?

Amy Weng • July 9, 2024

Hi! Welcome to our first blog post, where we dive into the exciting world of China Digital Marketing. Whether you're a seasoned China marketing pro or just starting, we're here to keep you ahead of the game in this fast-paced and complex landscape.


What is China Digital Marketing? China Digital Marketing leverages online platforms and digital tools to reach Chinese consumers. This unique ecosystem requires a strategic approach tailored to local platforms and behaviors. While in the West, we use social media platforms like Instagram, Facebook, and LinkedIn to promote our brands, these platforms are difficult to access in China. Instead, China has a completely different digital marketing ecosystem. 


In China, platforms like WeChat, Weibo, and RED (Xiaohongshu) dominate the social media landscape. WeChat, with over a billion monthly active users, serves as an all-in-one app for messaging, social networking, and e-commerce. Weibo is a microblogging platform similar to X but with more multimedia integration. RED is a lifestyle and e-commerce platform where users share product reviews and recommendations. These platforms, along with others like Douyin (TikTok) and Baidu (China's leading search engine), create a rich and diverse digital ecosystem that brands must navigate to successfully engage Chinese consumers.


How do we create strong brand visibility?


  • Social Media: We engage your brand on WeChat, RED, Weibo and Douyin, creating and managing official brand accounts. These platforms offer diverse advertising options and engagement features, making them essential for enhancing your brand visibility and driving customer interaction. 
  • Content Marketing: We create localized content like review-based posts, blogs, and videos to build brand awareness and trust. Tailoring content to cultural nuances can significantly boost engagement.
  • Influencer Marketing: Influencers in China are called Key Opinion Leaders (KOLs). We collaborate with KOLs who resonate with your target audience. Partnering with KOLs can make a huge difference in conveying your brand message.
  • Search Engine Marketing (SEM): We optimize for Baidu with paid ads and organic strategies to boost search visibility. Understanding Baidu's unique algorithms and user behavior is crucial for effective SEM campaigns.
  • E-Commerce: We integrate with Alibaba’s Tmall Global and JD to drive sales. These platforms dominate the e-commerce space and offer many tools for brand promotion and consumer engagement. We can also integrate e-commerce on your official RED or Douyin account.


Why does China Digital Marketing matter? China has the world’s largest online population, offering unparalleled opportunities for businesses. However, its distinct regulatory environment and consumer behavior present unique challenges. Successful China Digital Marketing can lead to significant brand growth and market penetration. It is crucial not only for brands planning to establish a presence in China but also for those wanting to attract Chinese consumers globally. This includes reaching the Chinese community, travelers, and followers in your local market, such as here in Switzerland. By engaging this audience, you can enhance local sales and lay the foundation for long-term relationships with these consumers.


What are the benefits for global brands?


  • Expanded Reach: There are over 1 billion daily mobile users in China. This vast online audience can significantly boost your brand's visibility and awareness, helping you acquire new customers and establish a strong market presence.
  • Enhanced Engagement: The social media platforms are interactive. Leverage them to connect with consumers through engaging content that fosters a sense of community and loyalty.
  • Increased Sales: Drive online and offline sales through targeted and data-driven campaigns. Integrating e-commerce functions on RED and Douyin can further boost sales.
  • Brand Loyalty: Build long-term relationships with Chinese consumers through consistent and culturally relevant branding. Consistent communication and positive experiences turn customers into loyal advocates!


Wrapping up, China Digital Marketing isn’t just about translating existing strategies, it’s about transforming your approach to fit a unique and dynamic market. At Think East, we’re here to guide you every step of the way, ensuring your brand not only enters but thrives in the Chinese digital landscape.


Stay tuned for more insights, tips, and success stories in the world of China Digital Marketing. What challenges have you faced in reaching Chinese consumers? 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 and discover new opportunities!



Hi! Willkommen zu unserem ersten Blogpost, in dem wir in die aufregende Welt des China Digital Marketing eintauchen. Egal, ob Sie ein erfahrener China Marketing Profi sind oder gerade erst anfangen, wir helfen Ihnen, in dieser schnelllebigen und komplexen Landschaft immer einen Schritt voraus zu sein.


Was ist China Digital Marketing? China Digital Marketing nutzt verschiedene Online-Plattformen, um chinesische Konsumenten zu erreichen. Dieses einzigartige Ökosystem erfordert einen strategischen Ansatz, der auf lokale Plattformen und Verhaltensweisen abgestimmt ist. Während wir im Westen soziale Medien wie Instagram, Facebook und LinkedIn nutzen, sind diese Plattformen in China schwer zugänglich. Stattdessen hat China ein völlig anderes digitales Marketing-Ökosystem.


In China dominieren Plattformen wie WeChat, Weibo und RED (Xiaohongshu) die Social-Media-Landschaft. WeChat, mit über 1 Milliarde monatlich aktiver Nutzer, dient als All-in-One-App für Messaging, soziale Netzwerke und E-Commerce. Weibo ist eine Mikroblogging-Plattform, ähnlich wie X, jedoch mit mehr Multimedia-Integration. RED ist eine Lifestyle- und E-Commerce-Plattform, auf der Nutzer Produktbewertungen und Empfehlungen teilen. Diese Plattformen, zusammen mit  Douyin (TikTok) und Baidu (Chinas führende Suchmaschine), schaffen ein  vielfältiges digitales Ökosystem, das Marken navigieren müssen, um chinesische Konsumenten erfolgreich anzusprechen.


Wie schaffen wir eine starke Markenpräsenz?


  • Soziale Medien: Wir bringen Ihre Marke auf WeChat, RED, Weibo und Douyin, indem wir offizielle Konten erstellen und verwalten. Diese Plattformen bieten vielfältige Werbemöglichkeiten und Engagement-Funktionen, die unverzichtbar sind, um Ihre Markenpräsenz zu stärken und die Interaktion mit Kunden zu fördern.
  • Content Marketing: Wir erstellen lokalisierte Inhalte wie bewertungsbasierte Posts, Blogs und Videos, um Markenbewusstsein und Vertrauen aufzubauen. Die Anpassung der Inhalte an kulturelle Nuancen kann die Interaktion mit Follower erheblich steigern.
  • Influencer Marketing: Influencer in China werden Key Opinion Leaders (KOLs) genannt. Wir arbeiten mit KOLs zusammen, die bei Ihrer Zielgruppe Anklang finden. Die Zusammenarbeit mit KOLs kann sehr positiv zum Branding beitragen.
  • Suchmaschinenmarketing (SEM): Wir optimieren für Baidu mit bezahlten Anzeigen und organischen Strategien, um die Sichtbarkeit in Suchmaschinen zu erhöhen.
  • E-Commerce: Wir integrieren uns bei Bedarf in Alibabas Tmall Global und JD. Diese Plattformen dominieren den E-Commerce-Bereich und bieten viele Werkzeuge für Markenpromotion. Wir können auch E-Commerce auf Ihrem offiziellen RED- oder Douyin-Konto integrieren.


Warum digitales Marketing in China wichtig ist? China hat die weltweit grösste Online-Bevölkerung und bietet grosse Chancen für Unternehmen. Allerdings stellen die regulatorische Umgebung und das Verbraucherverhalten  Herausforderungen dar. Erfolgreiches China Digital Marketing kann zu starkem Markenwachstum und Marktdurchdringung führen. Es ist nicht nur für Marken wichtig, die eine Präsenz in China aufbauen wollen, sondern auch für diejenigen, die chinesische Konsumenten weltweit ansprechen möchten. Dazu gehört auch das Erreichen der chinesischen Community und Reisenden in Ihrem lokalen Markt, wie hier in der Schweiz. Durch die gezielte Ansprache dieses Publikums können Sie den lokalen Umsatz erhöhen und langfristige Beziehungen zu diesen Konsumenten aufbauen.


Was sind Vorteile für globale Marken?


  • Erweiterte Reichweite: Es gibt über 1 Milliarde tägliche mobile Nutzer in China. Dieses riesige Online-Publikum kann die Sichtbarkeit und Bekanntheit Ihrer Marke erheblich steigern. Die Reichweite hilft Ihnen auch, neue Kunden zu gewinnen und eine starke Marktpräsenz aufzubauen.
  • Erhöhtes Engagement: Die Social Media Plattformen sind interaktiv. Nutzen Sie sie, um mit den Verbrauchern durch ansprechende Inhalte in Kontakt zu treten, die ein Gefühl der Gemeinschaft und Loyalität fördern.
  • Steigerung der Verkäufe: Steigern Sie den Online- und Offline-Verkauf durch gezielte und datengesteuerte Kampagnen. Die Integration von E-Commerce-Funktionen auf RED und Douyin kann den Umsatz weiter steigern.
  • Markentreue: Bauen Sie langfristige Beziehungen zu chinesischen Konsumenten durch konsistente und kulturell relevante Markenbildung auf. Konsistente Kommunikation und positive Erlebnisse verwandeln Kunden in loyale Markenbotschafter!


China Digital Marketing bedeutet nicht nur die Übersetzung bestehender Strategien, es geht darum, Ihren Ansatz zu transformieren, um einem einzigartigen Markt gerecht zu werden. Bei Think East unterstützen wir Sie in jedem Schritt, um sicherzustellen, dass Ihre Marke in der chinesischen digitalen Landschaft erfolgreich wird!


Welche Herausforderungen haben Sie bei der Ansprache chinesischer Konsumenten erlebt? Wir würden gerne von Ihnen hören! Kontaktieren Sie uns, um Ihre spezifischen Bedürfnisse zu besprechen und zu erfahren, wie wir mit Ihnen zusammenarbeiten können.


Let's Think East together!

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!