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27 de December de 2024 -

Digital Marketing Trends in China 2025: Opportunities in Social Commerce

The Chinese market continues to evolve, and brands are facing new challenges and opportunities. According to the latest Totem report, conducted in collaboration with Campaign Asia-Pacific, nearly 50% of brands plan to reduce their marketing budgets in 2025, but digital platforms like Xiaohongshu, Douyin, and WeChat are emerging as key pillars to maintain growth and competitiveness in this dynamic market.

Why is Digital Marketing Crucial in China in 2025?

China has transitioned from rapid, unlimited growth to a more cautious economic model. However, social commerce and well-executed digital strategies remain the key to success for brands looking to connect with consumers. Some of the most relevant data includes:

  • 45% of brands plan to increase their investment in digital strategies.
  • Xiaohongshu leads in return on investment (ROI) among social platforms.
  • Social media and social commerce are the driving forces of success, with an emphasis on influencers, live streaming, and private traffic strategies.

Social Media: The Key Opportunity for Brands

The report reveals that the social media budget will increase in 2025, despite overall adjustments. Platforms like Xiaohongshu, Douyin, and WeChat are essential for any digital marketing strategy in China.

Xiaohongshu: The Leader in ROI
 
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Xiaohongshu (Little Red Book) is the platform with the highest ROI for brands in China. This social network allows brands to directly connect with consumers through authentic content and trusted recommendations. Additionally, the use of influencers and micro-influencers on Xiaohongshu has become a key strategy for gaining visibility.

Douyin and WeChat: Constant Forces in Digital Marketing
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  • Douyin (TikTok in China): With its focus on short videos and live streaming, Douyin remains one of the most effective platforms for generating sales through social commerce.
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  • WeChat: In addition to being a messaging channel, WeChat offers tools such as mini-programs and integrated commerce, essential for a complete customer experience.

How to Stand Out in a Competitive Market

In an environment where every yuan invested counts, brands need to optimize their strategy. Some key points for success include:

    • Leverage social commerce: Design campaigns that integrate influencers, live streaming, and private traffic strategies.
    • Invest in key platforms: Xiaohongshu, Douyin, and WeChat offer the best opportunities to maximize ROI.
    • Connect with Generation Z: This segment is the main driver of consumption in China, and brands must tailor their messages to their interests and values.

What Does the Future of Marketing in China Hold?

 

Although 48% of brands plan to reduce their marketing budgets, consumer spending is expected to rebound in 2025-2026. Companies that strategically invest in digital channels will be better positioned to take advantage of this growth.

The report also shows that brands are diversifying their efforts, with 58% shifting resources to other Asian markets. However, China remains a key market for companies that understand its particularities and adapt to new trends.

Maximiza tu impacto con estrategias digitales

Success in digital marketing in China requires expertise and a strategic approach. From campaigns on Xiaohongshu to optimization on Douyin and WeChat, local knowledge is critical to connect with consumers and maximize ROI.

Looking to improve your strategy in the Chinese market? Contact us and discover how our digital marketing solutions can help you stand out in the competitive landscape of 2025.

Source: Campaign, Totem

Written by Wenyang Zhong