Boasting a population of over 1.4 billion, China is an unrivaled powerhouse in online engagement and consumer spending. The meteoric rise and profound impact of China’s digital dominance has not only taken the world by a storm but has also transformed how people connect, communicate, and create.
China’s current dominance in the data-fueled digital economy has its roots in a strategic foresight years ago. In 2015, the “Internet Plus” strategy was launched, aiming to weave the internet’s fabric into the core of various industries like finance, healthcare, and transportation.
Now, China aspires to be the architect of this digital future, wielding its vast physical infrastructure, sophisticated virtual networks and platforms, and self-determined technical standards.
Let’s explore the key drivers of China’s economic boom:
User Base Boom: China boasts over 1 billion internet users in 2024, with a staggering 76.4% internet penetration rate according to DataReportal. This translates to a massive user base for social media platforms.
Mobile First: Over 99.7% of users access the internet via smartphones, highlighting China’s mobile-centric digital experience. This has fueled the rise of app-based social media platforms.
Local is King: Government restrictions and language barriers have fostered a unique online environment. Nearly all social media usage is concentrated on domestic platforms like WeChat (over 1.3 billion monthly active users in 2023) and Weibo (over 570 million monthly active users in 2023).
E-commerce Supremacy: China has surpassed all other nations in e-commerce dominance. More online purchases happen in China than offline, with e-commerce accounting for a whopping 42% of the country’s GDP in 2022.
Live Streaming & Influencer Power: Livestreaming with KOLs has become a powerful marketing tool. In 2023, over 600 million Chinese consumers watched live streams for online purchases.
By understanding the unique landscape of China’s social media and e-commerce ecosystems, brands can gain valuable insights to tap into this lucrative market.
Source: Freepik
China’s Social Media Revolution: Top 5 Platforms In 2024
China stands out not just for having the world’s largest social media market, but also for its incredibly rich and diverse online ecosystem.
Over 1.4 billion Chinese users actively engage online to share opinions, discover products, and connect with others. While the West relies on platforms like Facebook, Instagram, and Twitter, China has fostered a unique landscape brimming with innovative social platforms. From video-sharing giants like Douyin to shopping communities like Xiaohongshu, China’s social media scene is unlike any other.
Let’s delve into the five popular Chinese social media apps, sites, and platforms to be aware of in 2024.
WeChat: The All-Encompassing Super App
WeChat is the undisputed king of Chinese social media, boasting over 1.3 billion monthly users. A staggering 87.3% of respondents in a recent digital usage survey reported using WeChat as of Q3 2023. This dominance is no surprise.
WeChat isn’t just a messaging app; it’s woven into the fabric of daily life for Chinese consumers. It facilitates tasks like bill payments, food delivery, and taxi bookings, keeping users glued to the app for an average of 1 hour and 20 minutes daily. All age groups use WeChat, but it’s particularly popular among younger demographics and consumers in Tier 1 and 2 cities.
Xiaohongshu (Little Red Book): Trendsetting Lifestyle
Xiaohongshu caters to a younger, female audience interested in fashion, beauty, travel, and lifestyle. Users share recommendations, tips, and experiences, making it a valuable platform for trend discovery.
This platform skews towards young women in their early 20s to late 30s, with a high spending power.
Douyin (TikTok): Short-Form Video Sensation
Douyin, the international version of TikTok, is a powerhouse for short-form video content. Users create and share videos set to music, with additional features like live streaming and e-commerce.
The app dominates with younger audiences under 30, although older demographics are increasingly adopting the platform.
Sina Weibo: The Chinese Twitter
Sina Weibo resembles a mix of Twitter and Facebook, allowing users to share text, media, and links. It’s a popular platform for following trends, engaging in discussions, and interacting with influencers.
The app has a strong user base of 586 million, with a focus on Tier 1 and 2 cities. While initially popular with younger audiences, it now boasts a diverse age range.
Zhihu: The Knowledge-Sharing Platform
Zhihu is a Q&A platform where users can ask and answer questions on various topics. It fosters a community-driven environment for knowledge sharing and professional networking.
The platform attracts a more educated user base with a focus on professional topics. Users are typically in their 20s and 30s.
Source: Comms8
Social Media Apps in China by Social Class
Did you know one-size-fits-all marketing doesn’t work in China? Different socio-economic classes prefer different apps, and this data can be very useful for brands to cater to a certain audience.
Here’s a quick breakdown of the social media landscape in China, categorised by social class:
Upper Class: This group tends to favour established platforms that focus on quality content and in-depth discussions, making them ideal for promoting luxury goods or services that require a sophisticated understanding. (Think high-end watches, luxury bags and exclusive experiences!)
Douban (豆瓣 dùbàn)
Zhihu (知乎 zhīhū)
Xiaohongshu (小红书 xiǎohóngshū)
JD.com (京东 jīngdōng)
Middle Class: WeChat (微信 wēixìn) reigns supreme here. This multifunctional app integrates social media, messaging, and mobile payments, making it a perfect platform for reaching a broad audience and promoting everyday products or services.
WeChat (微信 wēixìn)
QQ (企鹅 Qí鹅)
Xiaoyuzhou (小宇宙 broadcast app)
Weibo (微博)
Lower Class: Kuaishou (快手 kuàishǒu) and Toutiao (头条 tóutiáo) are popular choices. These platforms offer short-form video content and cater to a more entertainment-driven user base. They're ideal for promoting mass-market products or services with a focus on virality.
Kuaishou (快手 kuàishǒu)
Toutiao (头条 tóutiáo)
Miaopai (秒拍 miǎopāi) (Short video sharing)
YY (语音 Yīnyǔ) (Live streaming)
By understanding these social media preferences, you can tailor your brand's voice and message to resonate with the right audience.
With a 74% social media penetration rate in 2023 (more than the US and Japan), China witnesses not only a high number of users, but also a deeply engaged audience. While user growth may be plateauing, daily usage continues to rise, indicating a population actively consuming social media.
Some of the other popular social media apps in China include QQ (messaging giant), Kuaishou (raw and real social media videos), Bilibili (the ACG hub), Douban (artsy recommendations), MangoTV (local streaming powerhouse), Tencent (streaming giant), JD.com (e-commerce powerhouse).
Vipshop (e-commerce platform), Mafengwo (travel experiences), Kugou Music (music streaming) and DEWU (online shopping app) are among the emerging apps.
Source: Comms8
China’s New Wave Of Live Streaming And Influencer Marketing
Did you know Chinese brands are projected to spend a whopping $16.7 billion on influencer ads in 2024, which is 2.8 times more than the US and UK brands combined.
China’s digital landscape has witnessed a meteoric rise in the power of live streaming for marketing and sales. This phenomenon is fueled by influencers, KOLs or Wanghong, who have become the driving force behind a new era of e-commerce.
Here’s a closer look at the role of live commerce and influence marketing:
Live Streaming as a Captivating Sales Channel
Live streaming commerce in China has exploded, reaching a staggering ¥4.92 trillion ($737 billion USD) in 2023.
Platforms like Taobao Live and Douyin (TikTok’s Chinese counterpart) host live streams that blend product demonstrations, real-time interaction with viewers, and entertaining content. This “shoppertainment” experience fosters a sense of community and excitement around purchases.
KOLs: The Trusted Guides of Online Shopping
KOLs aren’t just celebrities; they’re trusted advisors with a deep understanding of their audience. They build genuine connections through live streams, fostering a level of trust that transcends traditional advertising.
With over 727.9 million live streaming users in China, KOLs have the power to sway massive audiences, influencing purchasing decisions and propelling brands to success.
This fusion of live streaming’s interactive nature and the trust consumers place in KOLs has revolutionised the way China shops online. It’s a trend that shows no signs of slowing down, making it a crucial consideration for any brand looking to tap into the Chinese market.
Source: Comms8
China’s Silver Economy Boom and Age-Friendly Infrastructure
China’s population is ageing rapidly, with over 290 million citizens now aged 60 or above. To address this challenge and improve elderly well-being, the government is prioritising the development of the “silver economy” – a market encompassing products and services specifically designed for seniors.
Explosive Growth Potential
National lawmakers are actively discussing strategies to unlock the silver economy's vast potential. This sector, currently valued at 7 trillion yuan ($974 billion USD), is projected to reach a staggering 30 trillion yuan by 2035. However, current offerings often fall short of meeting seniors’ specific needs.
Focus on Quality and Innovation
Authorities are committed to fostering a robust and high-quality silver economy. This includes promoting the development of new senior-focused brands, establishing stricter industry standards, and encouraging the formation of specialised industrial clusters.
Building an Age-Friendly Society
Beyond economic opportunities, China is actively investing in creating a more age-friendly infrastructure. Leading mobile payment platforms are continuously adapting their services to be more user-friendly for seniors. Additionally, over 96% of bank branches nationwide have implemented age-friendly upgrades to improve accessibility for older customers.
These initiatives demonstrate China’s commitment to supporting its growing elderly population and creating a more inclusive and supportive society for all ages.
To capitalise on the silver economy, brands should prioritise products and services that cater to the specific needs and preferences of older adults. This could involve designing user-friendly interfaces with larger fonts and high contrast for better visibility, or creating features that address health concerns like ergonomic products or wearable health trackers. Highlighting practicality and showcasing how products can enhance their lives will resonate more with this demographic. Additionally, leveraging nostalgia marketing and utilising traditional advertising channels alongside influencer marketing tailored to seniors can effectively reach this target audience.
Source: Comms8
China’s digital revolution is poised to reshape the global market. One thing is certain: the world’s digital landscape is on the cusp of a major shift, and brands simply cannot ignore the new innovations from China. By closely following developments and fostering open dialogue, we can navigate this disruption and ensure a future where technology empowers all, drawing on the best innovations from around the world.
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At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of marketing strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic Asian market.