In the fast-paced digital landscape of China, mobile optimisation has become an essential factor for brand success. By December 2023, China’s internet user base had grown to 1.092 billion, reflecting a rise of 24.8 million compared to December 2022. Notably, 1.091 billion of these users (99.9%) accessed the internet through mobile devices (source from China Internet Watch). China has rapidly evolved into a mobile-first society where smartphones dominate nearly every aspect of daily life. This transformation presents a crucial opportunity for brands to rethink their digital marketing strategies by focusing on mobile optimisation to engage effectively with Chinese consumers.
Why are smartphones so dominant in China?
The widespread use of mobile apps for nearly every activity is a key driver of China’s mobile-first marketing ecosystem.
From shopping and banking to entertainment and communication, almost anything can be accomplished on a smartphone. Mobile apps such as WeChat, Taobao, and RED (Little Red Book) have integrated deeply into consumers’ daily lives, making them indispensable. This convenience has made Chinese users increasingly reliant on mobile devices, ensuring that brands seeking to establish or expand their presence in the Chinese market must prioritise mobile strategies.
That’s why China’s digital ecosystem differs significantly from the West. While corporate websites and email marketing are popular in Western markets, Chinese consumers often rely on WeChat for a variety of functions, from messaging to shopping and even customer service. Similarly, while Western consumers may turn to e-commerce giants like Amazon, Chinese consumers prefer platforms like Taobao or Tmall, which offer seamless mobile experiences.
For instance, booking flights and hotels in the West might be done through websites like Booking.com, but in China, consumers overwhelmingly turn to mobile apps such as Ctrip. Even in entertainment, mobile games have outpaced traditional PC-based games. Similarly, while Western consumers may use review platforms like Broadsheet, Chinese consumers use apps like Dazhong Dianping or RED (Little Red Book) to find authentic reviews and make purchase decisions directly from their smartphones.
How Western brands can adapt to China’s mobile-first market?
To succeed in China’s smartphone-dominated digital landscape, Western brands must take a strategic approach, embracing mobile optimisation in every aspect of their marketing campaigns. Here are several key steps to consider:
- Leverage Mobile-Specific Platforms
Traditional digital marketing methods like corporate websites and email campaigns are not enough to engage Chinese consumers. Instead, brands should focus on popular mobile-specific platforms like WeChat, RED (Little Red Book), and Douyin (TikTok’s Chinese version).
WeChat, for example, is not only a messaging app but also a social media, payment, and e-commerce platform, allowing brands to set up WeChat official accounts to interact with consumers, sell products, and run targeted advertising campaigns all in one place.
Douyin and RED, both highly popular with younger consumers, provide opportunities for video content, product reviews, and Chinese influencer collaborations. These platforms are mobile-first, offering immersive experiences through short videos and visually appealing content that captures users’ attention quickly.
- In-App Advertising and E-commerce Integration
In-app advertising is one of the most effective ways to reach Chinese consumers, given their high levels of mobile engagement. Whether it’s banner ads, video ads, or interactive content, placing ads within popular Chinese mobile apps ensures that your brand is in front of a large, engaged audience.
Additionally, apps like WeChat offer mini-programs—small applications within the app that enable businesses to create e-commerce stores or provide services without needing to build a separate mobile app. This flexibility and ease of use make it simple for consumers to engage with brands directly.
- Harness the Power of KOLs and Influencers
Influencer marketing, particularly through key opinion leaders (KOLs), is essential in China. Many Chinese consumers rely heavily on the opinions and recommendations of influencers, especially on platforms like RED and Douyin. Collaborating with the right KOLs can significantly boost your brand’s visibility and credibility in the market.
These influencers have built strong relationships with their audiences and can help create authentic, relatable content that resonates with Chinese consumers. CHIN specialises in choosing influencers whose followers align with the brand’s target demographic to maximise engagement and return on investment.
- Localised Strategies for Target Audiences
Finally, localisation is key. China’s diverse market means that a one-size-fits-all strategy won’t work. Western brands must understand the preferences and behaviours of their target audiences in China and tailor their mobile marketing strategies accordingly. CHIN specialises in creating Chinese social media campaigns, localising messaging and visuals, and adapting the user experience to align with Chinese consumer expectations.
By incorporating these mobile-first strategies, Western brands can successfully tap into China’s booming digital market, enhancing brand presence and driving engagement in a way that resonates with today’s Chinese consumers.
With 30 years of expertise in Chinese marketing, CHIN specialises in creating customised WeChat marketing strategies for your business. If you need assistance, please don’t hesitate to reach out to our marketing team for professional support. You can email us at info@chincommunications.com.au or call us at 1300 792 446.