2018 China digital sum up

2018 China Digital Sum Up

Just like that, another year is almost over. Digital marketing in China is flourishing and it’s been an exciting journey making sense of all that has changed over the past 12 months. With its sophisticated shoppers, the rapid rate of innovation and integration of social media, China’s online ecosystem offers a glance into the future of all things digital. A few key characteristics of consumers, brands and shopping platforms clearly shows how the country’s digital landscape has a ton of room for growth. It can be difficult to keep up with all of the latest industry trends especially during the holiday season, so to make your life just a little easier, we’ve put together a handy recap so you can stay up-to-date for the New Year.

2018 china digital infographic

2018 china digital

The launch of WeChat Work

WeChat Work can be fully integrated with a WeChat official account and effectively establish the connection between businesses and clients while offering advanced features. 87.7% of WeChat users use the app for daily work communication.

WeChat Mini Programs

Tencent is setting the trend for the post-app age. It now has over 1 million programs, which nearly doubled from 580,000 earlier this year.

Short Videos Are Here to Stay

China’s short-video platforms are gaining momentum globally as leading domestic firms expand their apps overseas. Over 600 million Chinese consumers actively use short video apps and over 70% of users are between the ages of 18-35.

Social CRM to Recognize

Drip – Great for accounts focused on content

Youzan – Great for businesses that sell products

Weimob – Enterprise solution focused on functions

Parllay – Emphasizes big data & trends

The Rural and Unconnected

Rural areas are China’s biggest untapped internet market. The number of rural internet users reached 209 million with 175 million viewing short video apps and 78 million viewing news apps.

Internet Time Is Growing Rapidly

Growth drivers include video-on-demand, live streaming, social networks, and online shopping.

Average daily time spent using the internet – 6.5 hours

Average daily time spent using social media – 2 hours

The Omnichannel Blur

79% of Chinese customers say that they are more likely to endorse a brand if there is some form of social interaction. Over 95% of Chinese shoppers can now be classified as omnichannel-only.

The Influencer Industry

Receptiveness to brand recommendations by celebrities (78%) and online celebrities (63%) among social media users. The entire influencer market is equivalent to over $17 billion.

Growth of AI

Baidu is focusing on autonomous driving

Alibaba is focusing on AL solutions to improve urban life

Tencent is focusing on computer vision for medical diagnosis

With all the digital marketing capabilities of this year, the chances are high that you need to take advantage of multiple channels to connect with your audience. If you want to keep your current customers happy and bring in new ones, these are some of the trends that you might want to keep in mind when it comes to marketing in China. Having a deep understanding of the industry and a little experimentation can give you the necessary edge to make sure that your business stays on top of the competition.


So, get ready for 2019 because it’s going to be a big year for marketers!




Our Services:

David Henriques

Digital entrepreneur and co-founder of Sekkei Studio, a digital marketing agency in Shanghai, Paris and Hong Kong. More than 10 years of experience in helping the communication of foreign companies in China.

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