Ever since the 1980s, China has developed a broader and deeper relationship with food than the rest of the world, as a result, Chinese culture was able to benefit from other countries’ rich cuisine and unique cooking recipes. China is a nation with an ancestral history of food culture, and as such food has become an essential part of Chinese culture.

Over the last 20 years, Chinese citizens have deeply changed their eating habits, and food in China has undergone many transformations. The experience of great famines during the communist era, made them pay attention to what they eat.

Privatization of agriculture resulted in a skyrocketing of field productivity and since the 1990’s Chinese consumers are no longer starved with an average of over 3000 kcal per day and per capita. Free trade allowed China to recover its 3500 years old culinary tradition.

Chinese people like to eat

The food is holly in China. Knowing how to cook is still very important for a woman. To illustrate this commitment to food, I’ll give you some examples of everyday life :

• The first thing a chinese person will ask to a foreigners is : “Do you like Chinese food ?”
• The second one will be : “Are you accustomed yet to chinese food ?”
• The third one is : “Do you know how to cook chinese food ? (Be careful never to say yes, otherwise you will have to invite them!)

Besides, the first thing you must ask when you are going to visit a family in China is  « chi fan le ma »? which translates to “Have you eaten already ?”

Restaurants in China

As already explained in a previous article about restoration in China, Chinese people like to go to restaurants quite often with colleagues, childhood friends, family, and business partners. Restaurants in China are affordable and you can eat there every day. Chinese citizens like to say that the food at home is always tastier than in the restaurant (if it’s well made). This is not necessarily wrong, nor bragging as the food they can buy by themselves should be better than the one used in most restaurants.

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Chinese like to do shopping at the market or supermarket because the quality is better. Mostly fresh foods. Thus, it is impressive to see that even at 6 am you can see seniors doing their shopping there just in order to benefit from the best products.

Chinese have confidence in foreign supermarkets such as Carrefour for the quality and also the fact that the Cold Chain is never broken. They are quite curious about foreign food but rather chauvinistic so according to the foreign food will never compare with the Chinese one.

No doubt that the fastest growing exotic food is the so-called “American junk food”.  For instance, Mac Donald and KFC are very well established in China and attract more and more young people.

Wasting food in China: a “tradition” the Country wants to Stop

Surprisingly Chinese love both abundance and wasting stuff. For them, there must always have food on the table, so do not try to finish everything or more will soon come on the table. If you invite make sure that the meals are in abundance if you do not want to lose your face (especially for business). The dishes are ordered in even numbers, it brings you luck.

The tradition wants the food to be plenty and various on the dining table with meat, fish, vegetables, but also different cooking styles ( steam, fried, or in sauce). It is important to always have a spicy dish on the table, with alcohol flowing. Chinese people prefer large tables for many people, fifteen is good, but sixteen or more is better. The louder you talk the better fun you have. That’s the reason why in China one often hears quite unpleasant noise in a restaurant one is not accustomed to it yet. The better if you invite is to book a private room for your guests to ensure freedom of speech.

Rules of etiquette when eating in China

The person invites (and pay), chooses the dishes, which means that the dishes are not individuals, but for all the guests. One has to pick in all the dishes, without embarrassment. Having cooked something sophisticated is a sign of politeness. At first, the Chinese will always insist to pay and will get angry if you want to share or pay for them. The right attitude is to invite them for another time later to keep a good relationship with good guanxi

One surprising thing you should do is to force your guests to taste, eat, or drink. It is always very friendly to fill the glass of your host. For example, as far as a Ganbei is finished, the glass should be filled in 3 seconds. And in China, we also use toast and drink ing “bottoms up” as a way to show virility. Before drinking, you must tapper the glass against the table if others are too far. Usually, after 10 Ganbei, there is a warm atmosphere, and you can make fun of the Chinese becoming reddish. more details alcohols China

The Chinese Diet

Historically, famines were a great threat but today it is rather an obesity. McDonald’s and Coca are accused, but also the candies’ market that is skyrocketing.

The diversity of meals.

The Chinese are well known for using everything as a cooking ingredient. They have a saying: « everything that has 4 legs eat except chairs ». Thus, one can find all sorts of dishes, focused on some body parts. The Chinese, who are fairly superstitious believe that eating a part of an animal provides resources for this part. So, if you have vision problems, it is good to eat fish eyes. If our heart is fragile, chicken hearts are an excellent remedy. If you have impotence problems … I guess.

Calcium deficiency

One striking figure in China is the fact that unlike us, they suffer from a lack of milk products in their alimentation. No cow’s milk, but often tofu (soybean)’s milk. No cheese or very little. Chineses do not cook with butter or cream and consume little or no yogurt. They do not like dairy products, but it has probably provoked calcium deficiencies and may explain their smaller size and less weight due to lower bone density.

Food in China: Traditions and customs

The Chinese eat with chopsticks … it’s not a scoop. But eating with chopsticks requires pre-cut all the food before serving. This gives a very fine food. They use a rotating round table where each guest can pick up the desired quantity. The Chinese take three meals a day. One early in the morning (6 am), one at 11 am and the last one after work (6 pm). Breakfast is often still traditional: things not eaten the day before, prepared rice, Chinese egg hundred years (marinated in vinegar) tofu milk with a sort of churros.

1. Diversity of Cuisine

China’s cuisine is incredibly diverse, with each region offering unique flavors and dishes. The major regional cuisines include Sichuan, Cantonese, Shandong, Jiangsu, Fujian, Hunan, Anhui, and Zhejiang, each known for specific ingredients, cooking techniques, and flavors.

2. Importance of Freshness

Fresh ingredients are paramount in Chinese cooking. Markets with fresh vegetables, seafood, and meats are common, and meals are often prepared with ingredients bought that day. see this franchise good restaurant

3. Balanced Flavors

Chinese cuisine emphasizes a balance of flavors—sweet, sour, bitter, spicy, and salty. This balance can vary significantly between regions. For example, Sichuan cuisine is known for its bold and spicy flavors, while Cantonese cuisine tends to be milder and slightly sweet.

4. Rice and Noodles

Staple foods vary by region. In southern China, rice is a staple, while in the north, noodles, dumplings, and bread-like dishes made from wheat are more common.

5. Tea Culture

Tea is an integral part of Chinese culture, with various types such as green, black, white, oolong, and pu-erh. Tea ceremonies and the art of tea making are important cultural practices. concept of restaurant here

6. Dining Etiquette

Chinese dining etiquette includes using chopsticks, sharing dishes family-style, and showing respect to elders by serving them first. It’s also customary to tap the table with fingers as a sign of thanks when someone pours you tea.

7. Healthy Food

Chinese cuisine often incorporates the principles of traditional Chinese medicine. Ingredients are chosen not just for flavor but also for their health benefits. Ingredients like ginger, goji berries, and ginseng are common for their believed health-promoting properties.

8. Street Food (always so good)

Street food is an essential part of Chinese culinary culture. Local snacks and dishes like jianbing (savory crepes), baozi (steamed buns), and chuan’r (skewers) offer a taste of authentic Chinese flavors.

9. Festive Foods like Dumplings

Certain foods are traditionally eaten during festivals. For example, mooncakes are eaten during the Mid-Autumn Festival, dumplings during the Spring Festival, and rice dumplings (zongzi) during the Dragon Boat Festival.

10. social media and Food in China

Understanding these aspects of Chinese food culture can enhance your appreciation and enjoyment of the cuisine while also helping you navigate the social and culinary norms in China.

Social media has had a profound influence on food culture in China, transforming how people discover, share, and experience culinary delights. One platform that stands out in this landscape is Little Red Book (Xiaohongshu or RED). Here’s an exploration of its impact and the broader influence of social media on food in China:

Little Red Book (Xiaohongshu or RED)

**1. **Platform Overview xiaohongshu is a social media platform combining user-generated content with e-commerce. It allows users to share reviews, recommendations, and experiences about products, including food and dining. the social networks for lifestyle in China

**2. Food Discovery Users share posts about their dining experiences, recipes, and food recommendations. This content helps others discover new restaurants, cafes, and street food spots, often highlighting lesser-known or trendy places.

**3. Influencer Impact Food influencers and bloggers on Little Red Book have significant sway. Their posts can drive traffic to specific restaurants or create viral food trends. Their recommendations are trusted by their followers, influencing dining choices and food purchases.

**4. Visual Appeal The platform’s focus on high-quality visuals makes food content particularly engaging. Beautifully presented dishes and aesthetically pleasing food photos attract attention and drive user engagement.

**5. Recipe Sharing Home cooks and chefs share detailed recipes and cooking tips. This exchange of culinary knowledge encourages users to try new dishes and cooking techniques at home.

**6. Reviews and Ratings Users can post detailed reviews and ratings of restaurants and food products. This community-driven feedback system helps users make informed dining and purchasing decisions.

Read more

https://www.linkedin.com/pulse/chinese-food-beverage-market-2024-healthy-indisposed-dax6e

Broader Influence of Social Media on Food in China

**1. Trend Creation Social media platforms like WeChat, Weibo, and Douyin (TikTok) are instrumental in creating food trends. Viral challenges, unique dishes, and food hacks often originate and spread rapidly through these platforms.

**2. Marketing and Branding Restaurants and food brands use social media for marketing and branding. Engaging with customers through posts, stories, and live streams helps build brand loyalty and attract new patrons.

**3. Online Ordering and Delivery Social media integration with food delivery apps like Meituan and Ele.me has streamlined online ordering. Users can order food directly through links on social media posts, making the process convenient and efficient.

**4. Virtual Communities Social media has fostered virtual food communities where enthusiasts share experiences, tips, and recommendations. These communities often focus on specific cuisines, dietary preferences, or cooking methods.

**5. Cultural Exchange Social media facilitates cultural exchange, introducing users to global cuisines and culinary practices. Exposure to international food trends influences local tastes and encourages culinary innovation.

**6. Real-time Feedback Restaurants receive real-time feedback from customers through social media. This immediate interaction allows businesses to address issues promptly and improve their services.

**7. Health and Wellness Trends Social media has amplified the focus on health and wellness in food choices. Trends like clean eating, plant-based diets, and functional foods gain traction through influencer advocacy and user discussions.

In summary, social media, particularly platforms like Little Red Book, has significantly influenced food culture in China by driving food discovery, creating trends, and fostering a vibrant community of food enthusiasts. This digital shift has transformed how people interact with food, from cooking and dining to reviewing and sharing experiences.

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China’s Regional Food differences.

Each region of China has its specialties and its habits. Coastal regions have the habit of eating a lot of fish and seafood, while mainland areas eat more meat and cereals. Traditionally, the north is generally characterized by warm dishes. Shanghai’s Kitchen is marked by sweet dishes. Southern cooking is pretty sweet plus all local peculiarities, snake, monkey, and rat … In the west, Sichuan, Hunan it is very spicy.

As for minorities, they have their own traditions. One can find cheese and yogurt among the Mongols (which would explain their superhuman strengths). Tibetans mix barley flour with tea and yak butter. And we must not forget the famous barbecues of the Uyghurs. I could go on like this as there are hundreds of specialties.

China’s Diet fast evolution

In China, everything evolves very quickly. And food habits are no exception. Rice and grains have lost their importance, and the Chinese are increasingly consuming meat (300% of the growth of meat consumption between 1978 and 1994).

 The Chinese did not usually eat sweets but consumption trends changed in China, and candies ‘ products are skyrocketing, like cereal bars, cakes, chocolates, and chewing gum. Sweet drinks (Coke, fruit squash, and lemonade) are gradually replacing tea, the official Chinese drink. We also note the increase of consumption of oil (for frying), sweets, and alcoholic beverages, see the alcoholic beverage market in China.

Chinese Households food budget..

It is estimated at 36% of the budget, according to a study by the ICC. Chinese urban spend on average 36% of their total budget on food (13.4% in France). The variation depends on the income. The 10% poorest urban devote 47.4% on food. The 10% of the richest devote 28% to food and they consume fewer grains and more fruits and milk. Currently, the budget share devoted to food is losing its importance in favor of housing, health, and education.

Except for cereals and vegetables, all other food products are increasing their share of the global food consumption reflecting changing lifestyles. For instance, the number of dairy products consumed per year increased from 4.6 kg/capita in 1995 to 18 kg/capita in 2007, while that of cereals fell from 130kg/ capita in 1995 to 75.9 kg/ capita in 2007. Consumption of pork remained stable (18.4 kg to 20 kg), the poultry consumption increased (3.4 kg to 8.3 kg) and that of seafood (7.7 kg to 10 9kg) less significantly.

Etiquette for conducting business in China

Meals and banquets are an important aspect to take into account when doing business in China, indeed meals and banquets are often used as a setting to form business deals, build relationships and even more importantly, show respect to your future business partners. Some of the practices associated with dining in China may vary depending on the city however, there are several standard elements of dining etiquette that will be practiced all over China.

Seating arrangements: As for the seating arrangements for conducting business meetings in China, the most main guest sits on the side of the table, the furthest away from the door, and positioned in the middle place of the table, the second most important person seated next to them and so on, this process should be repeated in descending order of importance.

Table Manners: Dining etiquette in China can be a bit more organized than in many western countries and the protocol can also vary according to the level of formality used between the participants. Most Chinese business meals are in the form of banquets, often with a huge number of dishes available. It is considered good manners to serve others before serving yourself, also in order to be seen in a good light, try eating everything you are served, of course without showing displeasure.

Toasting and drinking: The meal’s host will usually make a toast at the start of a meal and if you are the honored/main guest it may be a good idea to reciprocate the toast soon after, or at the end of the meal. It is commonplace to toast the health of the host and all the people present and to the prosperity of the business that brought all of you together. Keep in mind that when drinking, never refill your own glass yourself, instead refill your neighbors and they will, in turn, fill yours.

Last but not least, the bill!

The bill: It is standard practice in China that whoever has invited you to take part in the meal to pay the bill, bear in mind that you should not offer to leave a tip, indeed this is not common practice in China and is technically illegal…

Food Trends in China

• Modern chinese food is the latest culinary trend taking over China, and Shanghai is leading the way ! Modern chinese food is essentially consists of combining creatively  local flavours with traditional ingredients in order to create unique and attractive menu items.
• According to Meituan’s database (one of China’s delivery service alongside Dianping) , Sichuan cuisine made up the highest percentage of eateries for 2017 and 2018, representing 4% (2017) to 5% (2018). Meituan also reported that young chinese millennials (indivuals born in the ‘90s) are the driving force behind this trend, which represents around 51% of all dining out options.

• The popularity of coffee has encouraged all kinds of food innovations. Nowadays, chinese consumers can not only drink coffee, but also eat it ! The forms and coffee varieties have become even more diversified than it was before. From the simple basic coffee to coffee and tea, coffee and alcoholic drinks, the consumption form has also expanded from drinks to coffee snacks.

Impact on the chinese food market

Luosifen, a very odorant noodle dish from the southwest of Guangxi province has experienced an unexpected increase in popularity in China during the COVID-19 pandemic.

A humble noodle dish originating in southwest China’s Guangxi Province became a national hit and something of a limited commodity during the pandemic. As a result, Chinese consumers can’t get enough of it. Luósīfěn (螺蛳粉), or river snail rice noodles, originated from the city of Liuzhou, where it has been served in street-side stalls as an affordable snack since the 1970s. The unique dish, known for its pungent aroma, is made from simmering snails, pork bones, and several spices for many hours, resulting in a spicy broth that is served with rice noodles, fermented bamboo, dried beancurd, peanuts, and vegetables.

Read more

Launching a restaurant in China requires careful planning, understanding of local business practices, and an appreciation of cultural nuances. Here are some key tips to help you successfully launch a restaurant in China

In the restaurant sector in China, Social media are the KEY

Whether it’s Chinese cooking or western cuisine competition is fierce.

Staff Recruitment and Training complicated

• Hiring Local Staff: Hire local staff who understand the culture and language. This can enhance customer service and ensure smooth operations.
• Training Programs: Implement comprehensive training programs for your staff, focusing on food safety, customer service, and restaurant operations.

Marketing and Promotion is VITAL

• Online Presence: Establish a strong online presence through social media platforms like WeChat, Weibo, and Little Red Book. Create engaging content and interact with your audience.
• Influencer Collaborations: Collaborate with local food influencers and bloggers to promote your restaurant. Their endorsements can significantly boost your visibility and attract customers.
• Promotions and Discounts: Offer introductory promotions, discounts, and loyalty programs to attract initial customers and build a loyal customer base.

Technology

• Point of Sale Systems: Implement efficient point of sale (POS) systems to streamline ordering, billing, and inventory management.
• Online Ordering and Delivery: Partner with popular food delivery platforms like Meituan and Ele.me to offer online ordering and delivery services.
• Dianping , Little red book, online payment

9. Customer Feedback – ereputation

• Feedback Mechanisms: Encourage customers to provide feedback through comment cards, social media, and review platforms. Use this feedback to continuously improve your offerings and service.
• Loyalty Programs: Implement loyalty programs to reward repeat customers and encourage word-of-mouth referrals.
• Ereputation and reviews are the heart of Chinese consumption

One of the main outlets for Chinese spending is food, it has a pivotal place in Chinese culture, most Chinese go to a restaurant quite often with colleagues, childhood friends, family, and business partners. Eating is the engine that drives China’s growth!

The meal is an important moment of the day reflecting the Chinese culture as a whole.

You must know how to market your restaurant in China if you want it to be successful. The principal tools you need to use here in China are digital tools :

Offer a quality website

Offering a quality website about your restaurant with good photos will attract your customer. Communicating about the aesthetic, qualities, and characteristics of your restaurant will encourage people to come; Chinese internet users look at the information on restaurants before making decisions. Your website must be in Chinese too.

Example http://lebec.com.cn/

Have an SEO strategy

Now that you have a website, you must better optimize your online strategy on search engines (known as SEO: Search Engine Optimization) to be recognized in this sector among the multitude of restaurants.

You need to maximize your presence on influential websites and by diversifying the publication of articles. This will allow you to optimize your ranking on Baidu.

More on SEO in China here.

Pay attention to social media in China

In order to engage with your audience, you must pay particular attention to internet word of mouth through social networks.

If customers have enjoyed eating at your restaurant, they will come back and bring back their friends. They will share images of food and comment on their experiences on social media.

You must be careful about the quality of your service and that the menu dishes are suitable for all tastes and all client types. Indeed comments made by users can be positive or negative and can have a huge influence on other customers’ behavior.

WeChat

Remember that word of mouth is passed mainly through social networks such as WeChat, … etc.

Most Chinese users use social networks as their primary source of information in order to determine their final choice.

Curate quality content on social networks to inspire visitors to come to eat at your restaurant, organize tasting sessions, special evenings on a specific theme, cooking classes, and contests.

For example, WeChat offers interesting features for restaurants that want to promote their business through a service account. There is an interesting feature that allows you to customize your online menu and make online payments within WeChat. Highlight your best-known dishes with quality photos and share the location of your restaurant.

Little Red Book (Xiaohongshu) in 2024

Get visibility for yourrestaurant via Little Red Book (Xiaohongshu or RED) requires strategic use of the platform’s features and understanding its community-driven approach. Here are some tips to effectively promote your restaurant on Little Red Book:

1- Content

• Use Great Photos and Videos: Hire a professional photographer to take pictures and videos of your food, restaurant, and atmosphere. High-quality visuals grab attention.
• Tell Your Story: Share the story of your restaurant, what makes your food special, and your cooking philosophy. Personal stories connect with people.

2. Leverage Influencers

• Work with Food Influencers: Partner with popular food influencers on Little Red Book to review and recommend your restaurant. They can reach a lot of people and build credibility.
• Use Local Micro-Influencers: Collaborate with local micro-influencers who have dedicated followers in your area. They often have higher engagement and can attract a focused audience.

3. User-Generated Content

• Encourage Customer Reviews: Ask customers to share their dining experiences and reviews on Little Red Book. People trust content from other users.
• Create a Hashtag Campaign: Make a unique hashtag for your restaurant and encourage customers to use it when they post about their visit. This gathers all related content in one place.

4. Community Management

• Respond to Comments: Reply to comments on your posts. Engaging with users shows you care about their feedback and builds community.
• Interact with clients: Follow and interact with relevant users. Building relationships increases your visibility.
• Dianping & Red

5. Promotions and Events

• Post Special Offers: Share exclusive deals, discounts, and promotions for Little Red Book users. This encourages visits and word-of-mouth marketing.
• Host Events and Contests: Organize events or contests to get users involved. For example, a photo contest where users post pictures of their meals at your restaurant with a specific hashtag.

Read more

If you need an agency to help you with communication in China , send us an email

Everyone needs folate, but it is especially important during pregnancy because of its role in preventing birth abnormalities. The Food and Nutrition Board recommend that adults get 400 micrograms (mcg) of folic acid per day, which should increase to 600 mcg during pregnancy and then reduce slightly to 500 mcg when breastfeeding.

Context to Folic Acid & Prenatal Vitamin growing demand

Although the vitamins and dietary supplements industry is steadily increasing, it tends to be more focused on the elderly population with more products targeted towards them and ensuring healthy aging. However, with China’s decreasing fertility rate, we are observing there a huge potential in the pediatric and prenatal supplements market.

Pediatric and prenatal supplements are becoming more and more popular among the pregnant women population, the reason being that it is used to optimize healthy body condition and a well-balanced mental development, from conception all the way through adolescence.

Market outperformance is expected to continue its growth, as the understanding of the importance of proper nutrition on healthy development improves, along with increasing disposable incomes of Chinese consumers and a shift in the parental demographic.

Globally, the target population for pediatric and prenatal supplements is declining proportionally relative to other demographics. Birth rates around the world have dropped steadily. Between 1983 and 2013, the number of births per 1,000 people declined by 30% from 28 to 19.

Despite these declines, the paediatric and prenatal supplements market is on the rise. Indeed since 2008, average retail value sales of paediatric and pregnancy multivitamins have increased annually by 5% or more per live birth. The increase in average spending per child is driven by several scientific, consumer and market trends that have more than offset the unfavourable population development.

In the study “Maternal nutrition at conception modulates DNA methylation of human metastable epialleles” published by Nature Communications in April 2014, a team of scientists found that nutrition can impact whether or not certain genes are activated in the early embryonic state development.

Another important factor influencing sales of pediatric and prenatal supplements is the general shift in the number of children per family. Typically, parents are moving away from large families and are having fewer children. Global fertility rates have decreased by 30% since 1983 to 3.0%, with Australasia, Eastern Europe, North America, and Western Europe being all below 2.0%.

While it may seem detrimental at first glance to pediatric and prenatal supplement sales, it may have actually opened up the market for parents who can now focus on ensuring the proper nutrition for fewer children. Parents are increasingly determined to optimize their children’s development, which they believe will translate to future potential, among the fewer children that they are having.

On the same topic : China Medical Tourism: How to attract patient looking for IVF and/or Surrogacy ?

Additionally, improving economic conditions and growing disposable incomes are improving the accessibility of pediatric and prenatal supplements. Controlling inflation, annual disposable income worldwide grew 3% between 2009 and 2013. Many parents prioritize the needs of their children, especially regarding health and wellbeing, a portion of the increasing disposable income is being used on pediatric or prenatal vitamins as seen through increased retail value sales per child.

The increasing demand for supplements targeted towards children is generally consistent worldwide. All regions, except Latin America, have experienced solid gains in retail value sales of both pediatric and pregnancy vitamins.

Market Evolution

All signs point towards a sustained growth for pediatric and prenatal supplements as scientific improvements highlight the importance of nutrition, parents continue to prioritize the healthy development of their children and as the economic environment allows them to.

As with adult VDS, there is controversy over the necessity of pediatric supplements and their actual influence on health. However, parents will continue to spend on what they perceive will benefit their children, which translates to huge market potential. Global per household spend on pediatric supplements is expected to rise by 17%.

Crossborder E-commerce, Health and Vitamins in China

As the world’s most populous country, China is one of the biggest markets on the planet for almost anything. This is certainly the case for health supplements, which boast a massive market in China. The latest figures from 2018 put the industry as being worth some 22.78 billion USD.

It is estimated that by 2023 this figure could rise to 40 billion USD, following a 2019-2023 compound annual growth rate of 14%.  Vitamins, Minerals, & Supplements (VMS) account for more than 90% of the entire health product industry.

This segment increased 9.2% from 2017 to 2018, to reach a total market size of 148.55 billion RMB. However, despite the rich variety in product types within this segment, as a whole, it is highly homogenized. Many products are functionally identical or equivalent to competitors’ offerings.

Online retail represents the major sales channel. With unparalleled convenience and the ability to offer far wider selections of available goods than any physical retail location.

This is especially true for the Chinese market, and has become a vital channel for health supplements in the country. This is particularly true for overseas sellers. Cross-border channels now enables sales to China without any physical or legal presence there.

When compared to the total market size, the online market still represents only a minority of sales, with offline sales still accounting for more than 50%. However, strong growth over most of the past six years has seen this share grow considerably, and while 2018 saw smaller growth than the market as a whole, with growing integration between online and offline lifestyles in China, it is a strong possibility that online sales with overtaking offline within the next decade. Either way, online selling has become impossible to ignore.

China’s Vitamin Market is Competitive

Over the past decade, the number of companies in the Chinese health care products market has more than doubled from just 6 in 2009 to 13 in 2018. Currently, Infinitus holds the most of any company operating in the country, at 10.2% of the market share, with Thompson rising to 7.5% in 2018, and Amway China shrinking to just 6.5% after having peaked at 15% in 2012.

There’s a lot of space for new market entrants. Especially given the degree of change we can see in the market shares of the leading companies over the last decade. For now, no brand is so entrenched that it is immune to competition from rising stars.

Asia prenatal market size

Throughout the years, concerns among pregnant women have been growing in regards to the lack of vital vitamins that occurs during pregnancy, this has resulted in an increase in the prenatal vitamin market. These vitamins are very much appreciated because they manage to reduce the risk of diseases that may appear while the pregnancy is ongoing. They do so by providing enough nutrients and enhance and protect the body’s metabolism.

Prenatal vitamins are gaining more and more popularity amongst Chinese women, on account of their nutrient-rich nature and ability to support a healthy and immune system. The global Vitamin A market size from the food application segment was valued to be over USD 180 million (2017) indicates that there is a high potential for vitamins and supplements.

According to WHO (World Health Organization), in 2017 more than 9.5 million pregnant women worldwide suffer from night blindness which is projected to have positive impact on Vitamin A ingredients demand. During pregnancy, nutritional need increases significantly to meet the demands of the pregnant woman and the growing baby.

These ingredients promote fetal healthy growth, prevent anemia and ensure that babies are born at healthy birth weight, it also contributes to the health and well-being of the mother. They fulfill the body’s essential requirements during pregnancy.

They contain Iron which is essential to maintaining the required count of blood cells. However although Iron supports the good functioning of the body, it is imortant to keep in mind that a high consumption can lead to Iron toxicity in the body, such a high level of Iron can potentially act corrosive to the tissues in the gastro-intestinal such as the intestine and the stomach that can lead to serious poisoning, this aspect might negatively impact the market growth.

Chinese consumers preferences

In China, consumers prefer buying their supplements from international brands, even if the price is much higher than national brands which tend to be less expensive but chinese consumers would rather pay more and be certain of the quality and origin of the goods they are buying.

Industry Player : Blackmores

Blackmores is an australian health-care brand, they sell a wide variety of produce and items like vitamins ad supplements etc… Blackmores mainly sells on online platforms, and as such it is considered by many chinese consumers as their favorite brand to buy their products from. Moreover most of they keyword search related to Blackmores are related to pregnancy supplements and health items.

Perinatal supplements risks

In China, the rate of perinatal mortality used to be twice as high as in the United States. The causes of perinatal mortality include :

• Low birth weight
• Preterm delivery
• Anemia (low hemoglobin)

Supplements of iron, folic acid, and other vitamins and minerals can prevent anemia among pregnant women, but the effects of these supplements on other maternal and infant health outcomes are unclear.

Since the early 1990’s, the People’s Republic of China has recommended that newly married women, and those who plan pregnancy, should take 400 gr of folic acid every day all the way through the first trimester of pregnancy.

Although WHO recommends that pregnant women take iron and folic acid supplements, there is currently no national recommendation that pregnant women in China take iron or other vitamin or mineral supplements (other than folic acid).

Build your e-reputation in China to sell Folic Acid

In China, the digital scene is totally on the opposite side of the spectrum from the West. As you may already know in China, Google will not be efficient, instead you will have to use Baidu.

Almost every western application has its chinese equivalent, there is no WhatsApp but chinese consumers use instead WeChat, no Facebook or Instagram but rather Weibo and Little Red Book. For this reason, it is very important to work on building a good online reputation. Without a good brand image and reputation and without being well known it is very unlikely that you succeed on making your spot on the chinese market.

SEO , to reply all question of People

When Chinese consumers research online info about Folic Acid or maternity healthcare products, you have to make sure that they encounter your website. So you have to make it ranks in the first positions; bear in mind that, usually, a user chooses the first five presented websites.

A good SEO campaign can help your website to gain visibility in a successful way on the internet. For a good SEO strategy, it is necessary to identify the sector and the target, choosing the most effective keywords is also important, and last but not least, it is very to know the competition.

• Zhihu is also the best Q&A platform to answer questions of public
• Baidu, the best search engine in China

WeChat and Weibo

Create official accounts on WeChat and Weibo in order to communicate and engage with customers. Official accounts will give you authority and credibility in Chinese consumers’ eyes.

• WeChat is a must-have when doing business in China. It allows brands to send notifications to their followers and to engaged with them.

• Weibo is similar to our Twitter. Post good content for your followers and they will be able to share it easily. Your post will get only a second of attention so you have to make it count. Weibo is a great tool for being commercial. Weibo users are looking for discounts and commercial offers. Collaborate with KOLS (Chinese influencers), on Weibo to promote and introduce your products.
• RED like instagram, it s a great social media for female so to target mother. It is a lifetyle, story based social media

Douyin Crossborder ecommerce

Douyin, the Chinese version of TikTok, is a powerful platform for e-commerce, particularly effective for engaging with a large and diverse audience. Its immersive video format and integration with e-commerce functions make it an ideal venue for brands to showcase and sell products, including health supplements and maternity care products. Here are seven key points for brands looking to leverage Douyin:

1. Visual Storytelling: Capture attention with engaging and visually appealing stories about the benefits of your products. Do not sell… tell a story.
2. Influencer Partnerships: Collaborate with Douyin influencers who can authentically promote your health and maternity products to their followers.
3. Live Demonstrations: Brands should do live streaming features to demonstrate product use and interact directly with potential customers in China.
4. Flash Sales: Create urgency and boost sales through time-limited offers and discounts during live streams.
5. Educational Content: Provide valuable information about health and maternity care, positioning your brand as a trustworthy source.
6. Interactive Features: Engage users with polls, quizzes, and Q&A sessions to foster interaction and gather feedback.
7. User-Generated Content via KOL: Encourage customers to share their own experiences and results, boosting credibility and trust.

By focusing on these strategies, brands can effectively use Douyin not just to sell, but to create a community around their products, enhancing brand loyalty and consumer trust.

Tmall and JD in 2024… Good question

Tmall and JD.com are two of the largest e-commerce platforms in China, offering unique opportunities for brands to reach millions of consumers, these platforms are losing market share to Douyin in 2024. These platforms are especially effective for selling specialized products such as health supplements and maternity care items, due to their sophisticated logistics, trustworthiness, and extensive customer bases. Here are seven concise strategies for brands aiming to excel on Tmall and JD.com:

1. Brand Storefront: Establish a customized, brand-specific storefront to showcase your product lines and enhance brand identity.
2. Product Certification: Highlight certifications and approvals to reassure customers about the safety and quality of your health and maternity products.
3. Detailed Descriptions: Provide comprehensive, easy-to-understand product descriptions and benefits to educate potential buyers.
4. Customer Reviews: Encourage satisfied customers to leave positive reviews, which play a critical role in consumer decision-making.
5. Cross-Marketing: Utilize bundle deals and cross-promotions with related products to increase exposure and sales.
6. Seasonal Campaigns: Leverage holidays and special events for themed marketing campaigns that resonate with target customers.
7. Customer Service Excellence: Offer exceptional customer service, including detailed product guidance and post-purchase support, to build trust and loyalty.

Foriegn Brands can leverage the features of Tmall and JD.com to effectively market and sell health supplements and maternity care products.

Do you want to sell your supplements in China? Contact GMA.

We are a team of native digital experts based in Shanghai, we have a deep insight into this fascinating market and stay ahead of the curve. If you have a serious project for the Chinese market you can consider news app ads, contact us for a meeting with one of our consultants. 

We also work extensively in the following area’s;

• Baidu SEO/PPC
• WeChat Development
• Weibo Marketing
• Chinese Content
• PR/Media Exposure
• Targeted Forums & Blogs (niche markets)
• Ecommerce Douyin, Tmall, JD
• Lead Generation Services on Multiple Platforms

In 2023, China’s health supplement market reached an impressive size of approximately US$ 19.22 billion. Experts and analysts predict further growth of this market segment, projecting a market size of US$ 27.03 billion by the end of 2028.

To successfully enter the Chinese market and sell vitamins and health supplements, it’s crucial to be well-prepared. Here are some essential tips to help you navigate this unique market and effectively sell your products.

Quick Summary

• Market Growth: China’s health supplement market reached approximately US$ 15.88 billion in 2021, with a projected growth to US$ 27.03 billion by 2028, indicating a CAGR of 7.72% from 2022 to 2028.
• Consumer Demographics: The primary target market includes consumers under 30 years old, who show a strong interest in vitamins and health supplements. There’s also a growing market among Chinese children, driven by parental concerns for nutrition.
• Health Trends: Post-COVID-19, about 44% of Chinese consumers reported an increased intake of dietary supplements, mainly to enhance immune systems.
• Economic Influence: Rising income and purchasing power in China, especially in urban areas, have led to increased spending on health supplements.
• Cultural Factors: There is a significant emphasis on physical appearance and health, aligning with Chinese beauty standards and lifestyle choices.
• Market Challenges: Foreign brands need to navigate local regulations, including labeling requirements and product registration, which can be complex and time-consuming.
• E-Commerce Dominance: Platforms like Tmall, JD.com, and Taobao are crucial for market penetration due to their vast user base and the convenience they offer.
• Digital Marketing Strategy: Establishing a strong online presence and brand reputation on Chinese social media platforms and websites is essential for success.
• Consumer Preferences: Chinese consumers value brand recognition, quality, and peer recommendations. Transparency in ingredient communication and scientific evidence backing the products are key to gaining consumer trust.
• Local Brand Perception: Due to past scandals with domestic brands, there is a skepticism towards local brands, giving foreign brands an edge in terms of perceived quality.
• SEO and Online Visibility: Having a Mandarin Chinese website hosted in China is crucial for visibility on Baidu, the leading Chinese search engine.
• Key Opinion Leaders (KOLs): Collaborating with KOLs can significantly influence consumer perception and brand popularity in the health sector.

Characteristics and Trends in the Chinese Vitamin Market

Before entering the market, you have to know that China has some characteristics that make it easier for brands to sell their vitamins and health supplements:

China’s Economic Growth

China’s population has seen an increase in income and purchasing power. Many people were able to be part of the Chinese middle class and benefit from the influence of Western culture, especially in the first-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, but also in emerging cities such as Hangzhou, Chongqing, Chengdu, etc.

Healthy Lifestyle

More and more consumers are striving to live a better and longer life and improve their appearances to fit more with Chinese beauty standards (especially true with Chinese women) and also physical health.

According to a survey conducted by Rakuten Insight in March 2022, around 77% of respondents living in Mainland China said they took vitamin and dietary supplements to improve and strengthen their immune systems. Only 11% of them took supplements for weight loss, an area where reducing food consumption is more achievable than buying vitamins.

Targeting a New Age Group: Children’s Market Expansion

The consumption of vitamins and dietary supplements has also increased among Chinese children whose parents worry about low vitamin levels and quality of nutrition through a more diverse diet and consumption of dietary supplements.

Aging Society

Traditionally, this group has embraced specific group foods and adhered to traditional Chinese medicine practices as preventive measures against diseases, with a focus on physical appearance, particularly among women. However, there is a growing trend among the elderly to consume vitamins for immune system enhancement, representing an untapped niche.

GNC has introduced high-quality products to meet the needs of the elderly. These products aid in improving sleep quality, assisting with weight loss, protecting bones and joints, and enhancing immunity.

Covid-19 and Vitamin

The same survey by Rakuten revealed that approximately 44% of participants from mainland China who consumed dietary supplements reported an increase in their supplement intake following the COVID-19 outbreak.

Local Brands Scandals in China

Following several issues from domestic brands, Chinese peoples are more skeptical of local brands and thus rely on foreign brands when it comes to health supplements, cosmetics, food, and skincare products. For instance, Australian brands have a high reputation within China’s People’s Republic.

Presence of E-Commerce Platforms and Online Stores

As a result of China’s rapid digitalization, e-commerce platforms were able to grasp more than 900 million users. The key leaders of e-commerce are of course Tmall, JD.com, and Taobao, but other players were also able to stand out in the e-commerce industry such as Xiaohongshu, Pinduoduo, Kaola, etc.

On top of the wide range of products available on these e-commerce platforms, people are also benefiting from quick delivery within the same, which makes it easier and more attractive for foreign brands to sell their health supplements on online sales channels.

Key Regions to Sell Your Health Supplements in the Chinese Market

Even though it might seem surprising, the biggest health foods end-product importer in China was the province of Guangdong (25,8% of all the health food imports, which amounted to US$773 million), while Tianjian was the fastest growing in terms of imports.

Shanghai and Zhejiang took respectively the 3rd and 2nd spot, importing health supplements worth US$629 million and US$739 million.

However, when it comes to the health supplements market in China, don’t focus only on these provinces, because thanks to e-commerce platforms, you don’t need to worry about selling your products and delivering them to consumers all across China.

How to Market Your Vitamin and Dietary Supplement in China?

Comply with Chinese Regulations

As in any country around the world, you will need to comply with the country’s regulations. As a matter of fact, if you want to sell your vitamin and health supplements in China, you will need to complete and apply for labeling requirements. Don’t forget that you will need to translate everything into Chinese and send it to the seller’s platforms or warehouse before shipment.

Fulfill Chinese Consumers’ Demands

• Brand awareness holds paramount importance in China when it comes to health supplements and vitamins. Chinese customers prioritize brand recognition while making purchasing decisions.
• Establishing a strong online presence on Chinese websites and social media platforms is crucial for success in the Chinese market.
• Clear and easily understandable product descriptions play a significant role in capturing the attention of Chinese consumers, who focus on the functionality and effects of the products.
• Emphasizing the quality of the product is essential, as Chinese consumers often exhibit greater confidence in purchasing foreign products over domestic ones.
• Word-of-mouth and feedback from other consumers, as well as social media, heavily influence the attractiveness of a product among Chinese consumers.
• Price comparison with similar brands is a key factor in the purchasing decision-making process for Chinese customers. Conduct thorough research on competitors and adjust the price range accordingly before exporting products to China.

How to Sell Your Vitamins and Health Supplements in China?

Selling products in China is as difficult as it might seem. However, it is important to know the Chinese market beforehand, as well as the best methods to sell your vitamins and health supplements in China.

E-Commerce in China

Product registration and licensing for Health Sector Products is an extremely lengthy process, even if applications are successfully managed, it can take up to 3 years to complete the process and there is no guarantee of approval. In fact, China has a strict system and regulations when it comes to health-related products.

If you cannot afford e-commerce platforms, or if you don’t want to, you can sell straight away without a license, but you will need approval from the relevant cross-border platform. With China’s huge online population of over 938 million netizens and 800 million e-shoppers, e-commerce platforms are in general the best way to sell products in China.

Tmall: A Powerful E-Commerce Platform for Health Supplements Brands in China

Founded in 2008 under the famous Alibaba group, Tmall (天猫), is a subsidiary of the e-commerce website Taobao (淘宝网). Its target market is primarily B2C (Business-To-Consumer). Tmall’s concept is ambitious and wise as it allows both local and international companies to sell their different categories of products through the platform in mainland China, Hong Kong, Macau, and Taiwan. Tmall stands out from its competitors thanks to its strict standards in terms of quality and renown.

With Tmall being one of the largest and most reputable cross-border e-commerce platforms in China, it benefits from an authentic reputation among Chinese consumers. 

A Tmall.com storefront is essential to the China retail strategy of leading global businesses and the most effective avenue for market penetration.

There are two ways to join Tmall‘s platform:

• Companies with China in-country business operations can apply to Tmall.com.
• Companies with overseas licenses are eligible for the cross-border e-commerce platform Tmall Global.

As an open platform marketplace, Tmall.com provides the infrastructure to host your storefront and unfiltered access to a wide audience of consumers. Operating a Tmall.com storefront is much like operating your own B2C website, offering autonomy from design to operations to fulfillment and logistics.

If you want to sell on Tmall, you will need Official Authorization from the brand to sell on Tmall.cn & Tmall.hk. This Authenticity is very important in China because the domestic market was often associated with counterfeits and poor-quality local goods.

The buyers on Tmall need to verify that this store & product are genuine, this is why selling on this platform is more effective, with higher conversion rates.

Sell Vitamins on JD.com

Founded in 1998 by Liu Qiangdong in Beijing, JD (which stands for Jingdong 京东) was at the beginning only a magneto-optical store, which diversified over the years with electronics, computers, mobile phones, etc. In 2004, it opened its online retail platform and quickly became one of the two massive B2C online retailers in China with its competitor, the Alibaba-run Tmall. Now, JD.com is partly owned by the giant Tencent, which has 20% of its stake. As of 2021, JD.com has over 569.7 million active customers.

In 2022, the total net sales revenues of the online shopping company JD.com amounted to 1,046.2 billion yuan ($151.7 billion). JD.com runs one of the biggest online marketplaces in China, with other platforms being Tmall, Pinduoduo, and Suning. Thus, if you want to sell your health supplements in China, you can apply for the e-commerce platform JD.com and become a seller.

Taobao as an Alternative Platform for Selling Vitamins

Launched in 2003 by e-commerce giant Alibaba, Taobao (淘宝网) is one of the most popular online shopping platforms, specializing in both B2C and C2C transactions

Contrary to Tmall and JD.com, it is easier to be on Taobao as regulations are not as strict. However, be careful to read all the clauses about selling health supplements in China before applying. Taobao does not have a cross-border e-commerce option.

Douyin, the game changer in Health supplement

Douyin (chinese tiktok) has become a pivotal app for marketing health supplements in China, utilizing its vast user base (800millions active user) and powerful engagement tools to influence consumer behavior and drive sales for health brands

Douyin Key Data and Growth Trends 2024

1. User Demographics:
   • Douyin’s health supplement audience primarily consists of younger demographics, with a significant presence of women aged 18-35 who are particularly interested in wellness and health products.
   • There is a notable interest from users in first-tier and new first-tier cities, who tend to have higher disposable incomes and a greater willingness to spend on health and wellness products.
2. Market Penetration and Engagement:
   • Health supplements are one of the top categories for e-commerce on Douyin, benefiting from high viewer engagement rates. Products often featured include vitamins, proteins, and traditional Chinese herbal supplements.
   • Live streaming sessions on Douyin have proven effective for launching new supplements, with influencers and KOLs (Key Opinion Leaders) demonstrating product uses and benefits in real-time, driving immediate consumer interaction and sales.
3. Sales and Marketing Trends:
   • Influencer partnerships are crucial on Douyin. Brands frequently collaborate with health and fitness influencers to reach their target audience more authentically.
   • Douyin’s algorithm favors content that generates high user engagement, which is beneficial for health supplement brands that employ creative and informative content strategies.
4. Consumer Behavior Insights:
   • Users on Douyin are highly responsive to trends and innovations in health supplements, such as organic and natural ingredients, which align with the growing health consciousness among Chinese consumers.
   • There is a growing interest in personalized nutrition, leading to increased popularity of tailored supplement solutions, which are often promoted through interactive Douyin content.
5. Growth Projections:
   • The health supplement market on Douyin is expected to continue growing as more users turn to social media for health-related information and product recommendations.
   • As of recent reports, the health supplement industry in China is projected to grow significantly. Platforms like Douyin are critical in this expansion, providing a direct-to-consumer marketing channel that can adapt quickly to changing consumer preferences.

On Douyin, who buy?

Imported nutritional supplement categories that target female buyers, such as skin rejuvenation and brightening, and women’s health care, show significant advantages in advertising deployment and GMV scale, with a high commercial input-output ratio. In the post-pandemic era, products that support liver health, cardiovascular health, and help ease breathing continue to grow rapidly.

Products focused on sports slimming and complex nutrition maintain steady growth, with potential for further GMV increase through high repurchase rates and expanding target demographics. These categories have established a good reputation among users, attracting more loyal customers and increasing sales by continuously expanding the target user base.

Categories like hair care and eye care in imported nutritional supplements still have significant room for growth but require increased commercial traffic investment to break through current advertising expenditures and GMV levels. These categories may need more promotion and advertising to enhance visibility, attracting more user interest and purchasing intent

Best sellers on health supplement in China 2024

The Importance of Having a Website for the Health Supplements Sales in China

If you want potential clients to discover your brand, you need to have a website in Chinese Mandarin, hosted in China (for SEO reasons). Take into account that Baidu (the leading search engine in China), will not rank websites hosted in other countries or websites in other languages than Mandarin. 

This is why it is considered mandatory to have a website tailored to China’s internet in order to attract consumers. Moreover, it is even more important as Chinese adult consumers will be looking for the specificities and explanations about your products. Don’t forget to write a detailed description of your health supplements and your brand.

This is why it is considered mandatory to have a website tailored to China’s internet in order to attract consumers. Moreover, it is even more important as Chinese adult consumers will be looking for the specificities and explanations about your products. Don’t forget to write a detailed description of your health supplements and your brand.

Baidu SEO for Vitamins and Dietary Supplements in China

Baidu’s biggest attribute and main selling feature are that they only index simplified Chinese characters.  In fact, Baidu prefers 100% Chinese-written websites and has difficulty distinguishing several languages. Besides, to improve its trust rank, it is recommended to have a “.cn” website.

As 75% of the research in China are on Baidu, you need to have a good ranking on Baidu to be visible and sell your vitamins and health supplements to Chinese adult consumers.

How to Promote Dietary Supplements on Chinese Social Networks?

The brand image holds great importance, and careful consideration should be given to the product name selection. The name should align with Chinese cultural beliefs and incorporate elements related to “health,” “well-being,” and “form.” Establishing a positive e-reputation is crucial. Western supplement brands leveraging social networks (WeChat, Weibo, Douyin, etc.) should prioritize certain aspects of their marketing strategies:

1. Transparency in Ingredient Communication: Chinese consumers desire clarity regarding the ingredients used in health products, so transparent communication is highly recommended.
2. Scientific Foundation: In China, with a strong appreciation for science, it is essential to ground the benefits of health products in scientific evidence.
3. Peer Recommendations: Chinese consumers heavily rely on peer recommendations when making purchase decisions, seeking assurance of a product’s effectiveness.
4. Emphasis on Quality: Highlighting the use of high-quality raw materials and formulas helps establish trust and emphasize product quality.
5. Collaboration with Key Opinion Leaders (KOLs): Chinese consumers place significant trust in KOLs, particularly in the health sector. Collaborating with influential KOLs can positively impact brand perception.

For instance, By-health, a leading Chinese brand, adopts a strategy of focusing on key products, educating consumers, and conducting targeted marketing activities within a specific category.

Similarly, GNC has introduced new dietary supplement products, placing emphasis on their utilization of high-quality raw materials and formulas.

Case Study – Vitamin Australia Brand ‘Blackmores’ Achieve Huge Success in China

In 2022, the Australian vitamins and health product supplier ‘Blackmores’ has increased its full-year profit by more than half, achieving $93.7 million in revenue after improving direct sales to China. In-country sales to China rose by 6.1% from 2021 to 2022.

Contact us to sell your health supplements products in China

To successfully enter and conquer the vitamin and health supplement market in China, it is imperative to have a clear market development strategy and roadmap. Gentlemen Marketing Agency is a team of experts who specialize in helping brands market their health supplements in China and enhance their online presence.

With our in-depth case studies and understanding of the lucrative opportunities in the nutrition, vitamin, and health supplement markets, we can guide you toward increased sales. By leveraging the growing demand for Western brands and implementing effective marketing tactics, you can capitalize on this thriving market. Our agency’s local expertise ensures that you navigate the challenges and pitfalls of the Chinese market.

We are Tmall Partner, JD partner, Douyin Partner and have connexion with health products distributors

We excel in search engine optimization (SEO) on Baidu, China’s leading search engine, and employ digital tools such as Baidu SEO, SEM, E-PR, Media Buying (DSP), and Community Management to enhance your brand’s online visibility and reputation.

As an ROI-focused agency, we ensure cost-effectiveness while delivering results. With extensive experience working with over 300 Western brands, we have the knowledge and expertise to drive success in the Chinese market.

Moreover, we specialize in lead generation, employing strategies such as data analysis, online advertising, and creating high-quality content to develop your brand’s e-reputation and attract a substantial consumer base.

If you are seeking guidance on marketing your health supplements brand in China, we encourage you to contact us. Our team will respond promptly within 24 hours to provide the assistance and support you need.

To be an effective business in China, you need to think of your audience as consumers and your organization as a product you’re trying to sell them. A good marketing strategy supports the entire consumer’s decision-making process.

Trends for Startup fundraising in China

Fundraising is an important source of income for many charities and nonprofits. Unfortunately, fundraising rules in China can be tricky to navigate.

Online fundraising is currently the fastest-growing channel for nonprofits, and it is also incredibly effective. Forget about the old-school strategies, there are more effective ways of fundraising online for organizations.

2024, several key trends are shaping the landscape of fundraising in China:

1. Private Equity Growth: There’s a noticeable increase in private equity activities, especially with a focus on technology and innovation-driven sectors. This trend is expected to continue with greater involvement in buyouts and minority investments​ (HubSpot)​.
2. Socially Responsible Ventures: Investment is increasingly flowing into socially responsible and eco-friendly ventures. This shift is largely driven by a growing emphasis on environmental, social, and governance (ESG) criteria among investors​ (HubSpot)​.
3. Unicorns Under Pressure: There is an anticipated challenge for unicorns (startups valued over $1 billion) to raise capital. The environment might become tougher for these high-valuation companies, leading to a potential decrease in their number​ (HubSpot)​.
4. Increased Secondary Market Activities: The venture capital secondary market is expected to see more activity, providing liquidity options for investors who seek early exits. This trend is boosted by the rise in direct listings and Special Purpose Acquisition Companies (SPACs)​ (HubSpot)​.
5. Focus on Women Founders: The venture capital industry is observing an increase in investments directed towards women-led startups and funds, aligning with a broader push towards diversity and inclusion​ (HubSpot)​.
6. Government Regulations on AI: Stricter regulations on AI startups are anticipated, focusing on data privacy, algorithmic transparency, and ethical considerations, which could impact investment trends in this sector​ (HubSpot)​.
7. Emerging Technologies: There is strong investor interest in emerging technologies like AI, blockchain, fintech, and space technology, as these areas are seen as critical for future economic growth and innovation​ (HubSpot)​.

These trends reflect a dynamic shift towards more diversified, responsible, and technologically advanced fundraising activities within China’s vibrant investment landscape.

List of top venture capital firms in China

Each known for their strategic investments across various stages and industries:

1. Sequoia Capital China – Focuses on tech, healthcare, and consumer sectors, with significant investments in high-growth companies.
2. Matrix Partners China – Specializes in early-stage tech and healthcare investments.
3. Qiming Venture Partners – Known for healthcare and TMT investments, supporting early-stage companies.
4. Tiger Global Management – Global firm that funds from early to pre-IPO stages, with a focus on technology and consumer sectors.
5. Shunwei Capital – Invests in mobile internet, deep tech, and consumer IoT.
6. Hillhouse Capital Group – Targets a broad range of sectors including technology, healthcare, and consumer services.
7. SAIF Partners – Active in a variety of sectors including technology and telecommunications.
8. Lightspeed China Partners – Focuses on green technology, hard technology, and consumer fields.
9. GGV Capital – A global VC firm engaging in multi-stage investments across the US and China.
10. ZhenFund – Invests in early-stage TMT, healthcare, and education startups.
11. IDG Capital – Early investor in numerous successful Chinese companies, covering various sectors.
12. Morningside Venture Capital – Known for investments in innovative high-tech startups.
13. CDH Investments – Focuses on private equity and venture capital across multiple sectors.
14. Legend Capital – Early to growth-stage investor with a focus on innovation-driven businesses.
15. Kleiner Perkins – While based in the US, it has significant investment activities in China, particularly in tech and healthcare.

we have contacts top 100 VC in China …

7 Marketing Tips Every Fundraiser Needs

Creating a strong fundraising strategy for your next campaign will help you focus your efforts and guide your day-to-day fundraising marketing.

Raise more than you ever thought possible.

 Chinese Website: Connect to your audience

Investing in a Chinese market can be particularly profitable in the medium term thanks to their type of economy: in fact, it benefits from a business-friendly market, healthy public finance, and continuous and growing parsimony from Asian families.

One of the strengths of Gentlemen’s Marketing agency is the development of SEO-optimized websites for Chinese search engines such as Baidu. This type of service is enormously more effective than simply translating a website into Mandarin, as often happens because of a lack of knowledge of the Chinese market of foreign agencies. The term “optimized” in fact indicates the improvement of site performance not only in SEO for search engines but also for the Chinese public, with its tastes, its peculiarities, and its weaknesses.

It would be really unthinkable to hope to enter such a vast and complex market without the support of a website that is functional for business objectives. That’s why we always say that you have to be present in China with a site specifically designed in SEO SEO Baidu friendly and designed to respond to the characteristics of the eastern country.

Features, needless to say, that will be different and sometimes difficult to understand if you do not have that fundamental cultural and technical knowledge and yet are absent in mother tongue translators.

PR Campaign: Coordinate your outreach

In 2019 no one can afford to do without PR public relations, those social activities that have always made a difference. Both a large company and a single person, need public relations to make their brand known in the cauldron of activities that flood the web. In fact, visibility is not achieved only with an SEO positioning or with paid campaigns, but also with very specific communication techniques,

GMA develops continuous public relations campaigns targeted at individual territorial initiatives aimed at the public in China. The projects are developed in various directions, both in terms of interpersonal contacts and dissemination through social media campaigns, which can initiate a positive word of mouth, and be measured and checked or corrected as needed.

Furthermore, we can internally and through a network of partners organize promotional and relationship events of various levels

Forums Q+A: Tracking Success

In China, there is a different digital world from the rest of the world. Search engines and social media are different and this is also true for the forums. In China the twin of the Quora site is Zhihu. In a short time, it became the platform of shared knowledge most visited by the Chinese population. All the questions and answers are contained in Zhihu, this is why it is important to know this type of forum, as users search for information, read articles, and do make on many areas, one could be yours!

Personal Branding: Catch your Chinese donors’ attention

Developing and improving the personal brand is an activity that is born when joining activities performed offline and other online turns, the more these two contexts come together the more opportunities become. The key to the development of a strong Personal Brand is to cultivate it. and grow it over time; to make it a successful Personal Brand, it is essential to define your company image and improve your relationships.

In addition to these aspects, it is equally fundamental that the Brand is authentic, without authenticity and substance, the Personal Brand risks being destroyed easily and in a short time, particularly today, because communication is always faster and more effective.

What you need to improve your personal image in China is careful work in the use of social media, a strategy designed to strengthen your own image.

WeChat Marketing: Know Your Audience

Distributed in early 2011 by the Chinese group Tencent, a global leader in digital innovation, We Chat is a social media application and media platform integrated into mobile phones. Totally free, in addition to traditional instant messaging, offers a wide range of features

The real added value of this App is sharing. The consumer wants to live an experience: the strength of this innovative mobile platform is to channel all applications into a single social media and to be present in all dimensions of interaction with people. So what are the opportunities for foreign companies with Chinese consumers and how can WeChat help them? Sell their products in China and, through this tool, let them know to Chinese consumers approaching their market. WeChat allows you to dialogue and get immediate feedback on the product, without first having to open a business in China provided you are supported by a Web Agency competent in matters such as us at GMA.

Storytelling: Keep your message fresh

In the digital marketing of a product, or even of a company in general, it is practiced by promoting itself through the emotions that can be generated within people.

This is because of nature, man is the narrator: since ancient times, in fact, we hear talk of “storytellers”, and the stories themselves were told and handed down verbally, through images and drawings, or written.

The human need was and still is gathering information to document situations and events from which to gain knowledge, and then share it. The thing in the company is the same: storytelling, in fact, allows greater involvement of its users, in the most human sense of the term.

Gentlemen Marketing Agency

In the digital world, it can be practiced in various ways and give lots of benefits :

• Personal stories make you accessible, engaging, and memorable.
• Focus On The Audience For A True Connection
• Be Authentic: Stories inspire emotional connections

GMA has the right “pens” to Revise your strategy moving forward until you find the perfect balance for your organization.

Read also:

• 10 Etiquette Rules for Doing Business in China
• How PR (Public Relations) in China Differs from Advertising
• How to Market an ICO /IPO / Fundraising for Chinese Investors

Plant-based meat market in China

For Beyond Meat, entering the Chinese alternative meat market is a priority due to its size. According to a study published in May 2019 by the Good Food Institute, China’s plant-based meat industry market was approximately 6.1 billion yuan ($ 910 million), up 14.2% year-on-year.

Over 90% of Chinese survey respondents do not identify as vegan or vegetarian, which shows that these market share gains represent a growing interest of the general public in consuming plant-based meat.

Furthermore, the Chinese meat industry is huge. The nation consumes nearly a third of all the meat in the world. Any meat-based company looking to increase its sales would do well to look to China.

Increasing consumer awareness of environmental hazards such as water and soil degradation, acid rain, coral reef degeneration, and deforestation associated with killing animals is expected to spur industry growth.

According to Statista, a survey conducted in China in April 2020 of plant-based meat products revealed that 85% of respondents were very willing or at least somehow willing to try new plant-based meat dishes in a restaurant. Only one percent of respondents were strongly opposed to ordering such dishes.

Chinese consumers are open to plant-based meat

The timing for Beyond Meat could not be better! Chinese consumers are now more open to the idea of plant-based meat products, contributing to a healthy lifestyle.

Many Chinese consumers are actively seeking to reduce meat consumption. Chinese consumers are cutting back on meat consumption, opting instead for more vegetables, tofu, and vegan meat substitutes. China already has over 50 million vegetarians, who offer an immediate consumer base that doesn’t need to be convinced to experiment with meat alternatives.

According to research conducted in 2019, over 80 percent of consumers who had eaten plant-based meat within a six-month span were born after 1990.

Covid-19 has also highlighted some of the potential safety benefits of a pivot towards plant-based meat in China. Over 90 percent of the world’s meat comes from industrial farms, where animals are kept close to each other in potentially unsanitary conditions, which could favor epidemics.

Although Chinese consumers have had little exposure to new meat-based meat products, there are signs that the market may be receptive. In one signal of increasing interest in traditional meat alternatives, search inquiries for “plant meat” on Alibaba’s online platform TMall surged 40 percent through the year ending May, according to a report by CBNData and TMall.

Beyond Meat’s market entry strategy in China

Beyond Meat is a Los Angeles-based producer of plant-based meat substitutes founded in 2009 by Ethan Brown. As of 2020, Beyond products are widely available in most U.S. grocery stores.

The company recently entered the Chinese market and its plant-based burger is enjoying great success in China. The partnership with Starbucks marks Beyond’s entry into the Chinese market.

Seeing the growing demand for plant-based meat in China, Beyond meat entered the market excited to take advantage of this unique opportunity to offer the Chinese consumer another sustainable protein option.

The first Beyond Meat product to land in China was Beyond Beef: Made with simple plant-based ingredients with no GMO, soy, or gluten, Beyond Beef is designed to be a seamless exchange in traditional beef recipes such as lo mein and xiaolongbao.

Beyond meat partnered with Starbucks to introduce Beyond Beef as part of their new “GOOD GOOD” menu, leveraging Starbucks’ large presence and avid customer base to bring plant-based meat and its benefits to millions of Chinese consumers.

This strategy highlights how the company has adapted its product to the local market, producing something related to traditional Chinese recipes; and how it has sought to collaborate with a company already strong in the market such as Starbucks to increase its range of Chinese consumers.

Beyond meat establishes its presence in the Chinese digital world

Being present on Chinese platforms is important to increase brand awareness in the Chinese market. Having a website in Chinese, hosted in China, and implementing the right SEO strategy, can lead your brand to be recognized by many Chinese consumers. Furthermore, the presence on social media platforms such as WeChat and Weibo is important given the constant use that the Chinese make of them.

This is precisely what Beyond meat set up a Chinese-language website, as well as accounts on local social media platforms such as Tencent’s WeChat and Weibo, to spread the word about its debut in China and to better connect with Chinese consumers.

Latest news about Beyond Meat partnerships

Beyond Meat & Starbucks partnership to introduce dishes made with Beyond plant-based meat

As we said before, Beyond Meat debuted in China in April 2020 through a partnership with the Starbucks coffee chain. The reason is that Starbucks is a trusted brand with a strong market presence and a deep understanding of customers in China.

Starbucks for its part, thanks to the partnership, can introduce the consumption of the increasingly desired plant-based meat in its menu.

The American coffee giant has in fact introduced dishes made Beyond plant-based meat in its menu. With this move Beyond Meat takes the first step into one of the largest food markets in the world.

The new ‘GOOD GOOD’ menu launched at Starbucks in China, offers plant-based options that are better for people and the planet. The menu includes three Beyond Beef options, including:

• Beyond Beef Classic Lasagna
• Beyond Beef Pesto Pasta
• Beyond Beef Spicy & Sour Wrap

The new menu has been available in more than 3,300 Starbucks locations across China.

Starbucks’ new offerings also include dishes from plant-based pork alternative brand Omnipork and beverages with oat milk provided by Swedish brand Oatly.

Beyond Meat & Alibaba partnership to sell on the Chinese Freshippo supermarket chain

Alibaba is the latest big-time partner Beyond has won in China, a huge market that is seen as vital for the company’s growth.

The company on June 2020 announced an agreement to sell the company’s plant-based Beyond Burgers in 50 Shanghai-based Freshippo stores. The burgers will also be sold via the Freshippo mobile app.

Freshippo is a supermarket chain, also known by the Chinese name Hema, launched by Alibaba in 2016.

Beyond Meat and Freshippo share a vision of bringing innovative shopping experiences and products to Chinese customers.

• On his side, in fact, Freshippo has found a growing interest in vegetable meat among buyers and wants to profit from the growing phenomenon.
• While Beyond Meat sees this partnership as a way to increase brand and sales in the Chinese market. It’s also a big hit for Beyond Meat because none of its meatless rivals fighting for Chinese stomachs have entered grocery chains yet.

The company also plans to expand distribution to 48 additional Freshippo stores later this year in Beijing and Hangzhou.

Other Beyond Meat partnerships for the Chinese market

A few weeks after the company announced its deal with Starbucks to include pasta, lasagna, and meatless rolls on the menu. Beyond Meat has partnered to offer Beyond Burgers with some of the most popular fast-food chains in China.

It has now become possible to eat meatless pasta, lasagna, and wraps at KFC, Pizza Hut, and Taco Bell.

Beyond also found a new agreement with a local food distributor, Sinodis, which will help the company supply restaurants and catering in China. Shares in the company recently increased after the disclosure of this deal.

Meanwhile, however, competition remains fierce for Beyond meat. While the fake meat trend is still taking shape in mainland China, Beyond clashes with other famous brands, including Impossible Foods, another Californian comer, which has signaled plans for its own launch in China.

1. What are the key drivers of consumer interest in plant-based meat in China?
   • This question aims to uncover the primary motivations behind the adoption of plant-based meats among Chinese consumers. Is it health consciousness, ethical concerns about animal welfare, environmental awareness, or simply curiosity and the influence of global trends? Understanding these drivers can help tailor marketing strategies and product offerings.
2. Who are the target demographics for plant-based meat products in China?
   • Identifying specific consumer segments that are more likely to adopt plant-based diets is crucial. Are younger generations more open to trying plant-based meat? Are there significant differences in preference between urban and rural consumers? Insights into demographics can guide product development, pricing strategies, and distribution channels.
3. What are the challenges and barriers to adoption of plant-based meats in China?
   • Potential obstacles might include taste preferences, cultural significance of traditional meat dishes, price sensitivity, lack of awareness, or distrust of new food technologies. Addressing these barriers effectively is key to increasing market penetration.
4. How does the regulatory environment in China impact the plant-based meat industry?
   • Understanding the regulatory framework governing food safety, labeling, advertising, and imports of plant-based meat products is essential. Are there specific certifications or regulations that must be met? How does the government view plant-based diets in terms of food security and sustainability?
5. What are the competitive dynamics within the plant-based meat sector in China?
   • This involves analyzing the existing market players, from startups to established food companies, and evaluating their market share, product range, and distribution strategies. Are international brands making significant inroads, or is the market dominated by local players? What strategies are competitors employing to capture consumer interest?

Exploring these questions will provide valuable insights into the plant-based meat market in China, enabling companies to craft informed strategies to capture and grow their market share in this emerging sector.

Why is Beyond Meat having so much success in the Chinese market?

Starting from the important demand for plant-based meat in China, Beyond meat has localized its marketing strategy by adapting to the demands of the Chinese market. It has in fact collaborated with chains already strongly present in the market such as Starbucks and Alibaba, going to fill a gap in the market.

The company also had the readiness to enter the Chinese digital world, given its importance, and now has active accounts on Wechat, Weibo, and even a Chinese website in order to reach Chinese consumers and increase brand awareness in the market.

You can also read our Strategic Guide to Export Food Brands in China

If you want to know how to enter the Chinese digital world and increase your sales, contact us. Gentlemen Marketing Agency is a Digital Marketing Agency that is an expert in helping foreign companies to establish or strengthen their position in China.

Read also:

• HOW TO ENTER INTO CHINA’S PLANT BASED MARKET?
• OATLY: ANOTHER SWEDISH SUCCESS STORY IN CHINA
• PLANT-BASED MILKS ARE HUGELY POPULAR IN CHINA

The Chinese pet health market is experiencing significant growth, driven by rising pet ownership and increasing spending on pet care among the growing middle class in big cities like Shanghai, Beijing, Shenzhen , etc.

As this market continues to expand, it presents a multitude of opportunities for brands looking to enter or enhance their presence in the sector. Brands should consider “marketing” when strategizing for success in China’s multi-billion-dollar pet health market

Pet health market growth in China

According to the market research made by Frost & Sullivan, the pet industry, which includes food, medical, grooming, and general products, is expected to reach RMB472.3 billion ($66.8 billion) in China by 2023. According to datamintelligence.com, The China Animal Health Market is expected to grow at a CAGR of 6 – 7% during the period 2020-2027. The Chinese pet health market is growing, mainly due to the following factors:

• Demographic trends and changing perceptions of pet ownership
• the rising popularity of pet ownership
• the willingness of owners to increase spending on their pet’s health
• the introduction of healthcare innovations

Chinese pet owners are becoming increasingly aware of their pets’ health and nutrition and are also looking for veterinary services. This, in turn, is creating a growing demand for diversified forms of pet health care products.

Pet health products , what is popular in China in 2024

The products of the pet health market mainly include:

• medicines
• anti-infectives
• medicinal feed additives
• vaccines
• parasiticides

The vaccine segment is expected to have the next highest market share as it strengthens the immune system against disease-causing pathogens. Indeed, growing cases of health problems in pets have resulted in the need for vaccinations against multiple diseases. Owners are increasingly concerned about the safety of their pets and are now opting for preventative vaccines in advance.

China Pet Health Industry Segmentation by animals

The pet Health market is segmented by animals into cats, dogs, equine, fishes, and others, in any case, the market is dominated by dogs and cats.

Anyway, the Chinese pet economy is still in its infancy, and there is still significant potential for greater pet ownership in the country. This can be inferred from the fact that in 2018, 100 million households, or 22% of total households, in the country owned a pet, which is far less than the United States, where 67% of families owned pets.

Who’s driving the Pet health market in China?

Chinese millennials are the driving force behind this market. Young Millennials under the age of 30 accounted for 45.2% of the total pet owners in China in 2019, while Millennials aged 30 to 40 made up 29.5% of the pet owner population.

This younger demography drives the growing demand for online resources. This is especially evident given the popularity of apps and forums for pets in China.

Unlike their older generation counterparts who seek a simple company, Millennials take care of their pets. They see animal welfare as a top priority and are also willing to spend money on products to ensure they are well-fed and healthy.

International Brands are the first healthy choice for Chinese pets owner

Pet owners in China are among the most experienced digitalization buyers in the world. Almost 90% purchased pet products online, with many often turning to cross-border e-commerce platforms to find premium and high-quality imports that are not yet widely available offline in China.

As an increasing number of consumers in China try to offer the best to their pets, this market represents a significant growth track for international brands that go beyond the essential elements for establishing trends.

These international players are dominating the market currently with their product development strategies and extensive experience in the production of pet products. Therefore, Chinese consumers are more willing to trust and buy products from these brands. This is especially true in health products.

This vision helps foreign brands to enter the market as there is an opportunity to emphasize their experience, reliability, and knowledge.

Who are the main players of the Chinese pet health industry?

The China pet health market is fragmented with the presence of multiple local and international players. More than 40% of the China pet health market is attributed to the top five players:

1. Boehringer Ingelheim
2. Zoetis
3. Bayer Healthcare
4. MSD Animal Health (Merck)
5. Virbac

Others include China Animal Husbandry Co. Ltd, Dachang, Elanco Animal Health, Vetoquinol SA, and joint ventures like Meili Omni-Honesty (Boehringer Ingelheim and Beijing KangMu Omni-Honesty Animal Health Products Co. Ltd.)

E-commerce is the dominant force in the pet health market in China

E-commerce remained the most important distribution channel for pet health products. The younger generation tends to be more computer savvy and prefers to order pet products online as it is more convenient.

For example, during the recent 618 Tmall shopping festival, pet health products have seen a purchase growth of +208%, and pet food a purchase growth of +634%.

How to promote your pet health products in China?

Brands that want to enter the Chinese market should understand that Chinese consumers don’t buy products they don’t know, therefore branding in China is essential to reach consumers and sell your products. In China, when you want to buy a product, people rely on people who have already tried that product, friends, reviews on social networks, and especially the reviews of their idols.

Therefore, a good digital marketing campaign is essential to allow your brand to enter the Chinese market. With over 800 million Internet users today and a vibrant social media scene, well thought out digital marketing in Chinese strategy is essential.

The solution for a successful digital marketing campaign is to adapt your strategy to the market. Copying a strategy that works in your country might be risky because tradition and culture are of primary importance for the Chinese and it is a good move for brands to refer to the Chinese.

Therefore, you should localize your content and promote your products on Chinese channels like the Chinese search engine Baidu, Chinese social networks like WeChat and Weibo, Chinese forums, and Q&A platforms, and then sell your products on Chinese e-commerce platforms.

Use Baidu to get visibility in the Chinese market

When the Chinese need to search for information or check something: they use Baidu. Baidu is the most powerful search engine in China, the most used. Have you ever heard of this Chinese expression: “Baidu yi xia ba” (the equivalent of “google it”)?

The first step of your digital marketing campaign is to get visibility on Baidu. How to do so?

BAIDU SEO

A brand should create a Chinese website, hosted in China and get an ICP license because Baidu knows only Mandarin and gives priority to websites hosted in China, so they are extremely important for your SEO ranking.

If you want to break into the Chinese market, Baidu SEO is a must step and a must-have. However, Baidu is really different from Google, if you want to know more, you can contact us.

In addition, Baidu Zhidao, Baidu Baike, and Baidu Tieba are part of the Baidu ecosystem and they are excellent at driving traffic to your website obviously since they belong to Baidu, they tend to rank higher.

BAIDU SEM

Baidu PPC is a great tool to use as the first step in your global marketing strategy. It gives you some credibility, if you can make Baidu ads, it means you are a real brand and also bring your first visitors to your website. In a second step, it will work great combined with a good SEO strategy. Both channels will support each other in a sustainable way.

Baidu ads will be full of challenges from the moment you register. It can take several months but once you’ve set up a good routine with your ads, it is a great tool a complete the rest of your marketing effort.

Chinese social networks a great option to promote pet-related product

Social media in China are the best place to work on your branding and therefore to get visibility on the Chinese market. Choosing the right social media to reach your goal is the most important step of your journey, however, there are so many it can be tricky. However, GMA can help you to find the right one for your brand and products.

Word of mouth and big communities are at the heart of the Chinese internet and a brand should not underestimate their functionalities. In addition, the majority of social media in China are social eCommerce, it means that they use UGC and their communities to sell. A brand can promote and sell products directly in the same app, using one of these platforms can be an alternative to Tmall and JD, cheaper, and offers tools to build your e-reputation.

Work on your E-reputation with Wechat: Necessary for your Pets Brand

WeChat is the app on which the Chinese spend most of their time, with over a billion active users and more than one million transactions per minute, WeChat is an aggregator of features that allow the user a true omnichannel experience.

It is thus the best way to offer your brand visibility and create a community that will follow you. In addition, WeChat mini-programs, “mini-apps” built into the WeChat app itself, concern all types of services: sales, e-commerce, and government services.

Weibo the perfect place for buzz marketing

With 520 million monthly active users, Weibo is the second most used social network in China, presenting itself as a micro-blogging platform.

Weibo has been around since 2007 and is part of Chinese netizens’ social media routine. It might not be as popular as it was once, but good commercial content on Weibo can be a lot more impactful than on Wechat.

With Weibo, it is easy to share and get viral. It is an open social media, everyone can see everything and comments everywhere which encourages people to comments and engage between them and with a brand.

After registering on Weibo as a business, it is necessary that you get it verified. It will give you access to more tools and give you more credibility with your followers.

On Weibo is crucial to keep in touch with your followers by answering questions, giving suggestions but also by keeping your Weibo page alive by posting good content, easy to consume, and easy to share.

Press release & Pet-related Forums

PR is a marketing tool that excludes Paid ads. It consists of having an authority profile talking about your company. It can be media (newspapers, blogs..), KOLs, or even the community.

Let People talk about your brand increasing brand awareness among Chinese people. KOLs and communities are powerful and widely listen to the Chinese internet.

The most known Chinese forums for pet products are Smellme, Yourpet, Liuliu, Boqii, and Fdog.

The Chinese Q&A platform Zhihu

Zhihu is a Chinese Q&A platform launched in 2011, it is similar in the west to Quora and Yahoo answers. It has never stopped growing and evolving to suit its users. The platforms have developed many tools such as Zhihu Class which are a kind of ted talk.

To be present on Zhihu will allow you to answer questions about your field but also to educate your target audience about your brands/products in an undercover way. It is an excellent tool to increase your conversion rate and to increase brand awareness.

The platform has an array of features that can be used to create and manage a community around a topic related to your brand. Use these tools to engage with your audience and exchange information with them but also to build your authority.

Chinese e-commerce platforms

In China more than everywhere else the reputation of a brand is what will make the difference. Chinese consumers do trust new brands and are not risk-takers, resulting in a very low conversion rate. E-reputation should be the basis of your marketing strategy when doing e-commerce in China.

The most known e-commerce platforms, which sell all kinds of products, included pet health products, are: Tmall, Suning, Kaola, and JD.com.

Tmall

Tmall is the biggest B2C (business-to-consumer) platform in China. Tmall was launched by Alibaba group in 2010 and since its creation is the number one online sales platform in the Asian giant. Tmall is a general marketplace and offers consumers all kinds of products from over 100,000 brands.

Tmall global

Tmall Global, Tmall cross-border e-commerce version, allows international businesses with no physical presence in mainland China to set up an online store on the platform.

Tmall Global allows companies to avoid certain procedures such as:

• to have a physical store or a warehouse
• to be registered with the Chinese authorities
• to have a Chinese business license

JD.com

JD.com(京东Jīngdōng) is a Chinese e-commerce company headquartered in Beijing. It is the second B2C online retailer in China after Alibaba’s Tmall. It is partly owned by Tencent, which has a 20% stake in the company.

The company, founded by Liu Qiangdong in 1998, started as an online magneto-optical store, but soon diversified, selling electronics, mobile phones, computers, and similar items.

Today, JD.com is an eCommerce platform that boasts an incredibly wide range of products that includes categories such as cosmetics, fresh food, clothing, and much more. JD.com dominates above all the electronic products and fresh food market.

The fastest-growing products in terms of sales are cosmetics, food, and electronic products. It offers millions of different items of thousands of brands from more than 170,000 retailers.

JD worldwide

JD Worldwide, the multilingual cross-border global sales platform similar to Tmall Global, allows merchants to sell directly to Chinese consumers despite not having a physical presence in China.

JD Worldwide operates as a large online shopping center that houses showcases of foreign brands and several national and regional pavilions that collect the excellence of the various countries.

With cross-border e-commerce, foreign products can be sold in China without having to face the long and complex authorization procedure with the competent local authorities, which is mandatory for export and sale through traditional channels.

JD VS TMALL

Once registered on Tmall, the supplier can take care of his “store”. It must manage:

• the promotion of its brand
• the delivery of its goods
• the management of customer service etc.

So this option is similar to having your own website. However, you benefit from the Tmall interface. This will give you visibility and credibility with Chinese consumers.

JD, on the other hand, would be seen as a simple store offering a lot of products, as JD takes care of everything. So this option is very convenient! Because once your products are exchanged with JD, your role ends there. JD will buy the product in bulk and take care of the remaining tasks.

To choose between the two platforms, it is necessary to know what degree of responsibility you want to have on your goods and what degree of control you wish to keep on the e-commerce interface.

Suning

Suning.com is an e-commerce platform that ranks among the top three Chinese B2C companies. The operation categories include all kinds of products from home appliances, books, household commodities, to cosmetics, baby care products, pet health products.

Kaola

Kaola is a cross-border e-commerce platform, part of the NetEase group (group listed on NASDAQ).

The platform provides online sales of various imported products via cross-border e-commerce. The products range from cosmetics to food supplements and pet health products.

All foreign products on the platform are managed and purchased directly from local suppliers through various factories around the world. The goods are shipped directly from the country of origin and stored in the customs warehouses in China under the control and surveillance of the customs office and the CIQ (China exit-entry Inspection & Quarantine Bureau) or the office that inspects and monitors the incoming and outgoing products that pass through the Chinese border.

Kaola signed an agreement with the Chinese customs office to implement a traceability system to allow consumers to more easily trace the origin of the product by scanning the QR code.

Kaola also offers various promotions including daily offers, member offers, special coupons, and more, which attract many Chinese consumers looking for foreign goods and affordable prices.

Distribution in China

1. What are the primary drivers-distributors of growth in the Chinese pet health market?
   • Understanding what factors are propelling the market forward is crucial. Is the growth driven more by an increase in pet ownership, higher disposable incomes, a growing awareness of pet health needs, or cultural shifts regarding pet care
   • Identifying these distributors can help tailor marketing and product development strategies.
2. What specific pet health products and services are in highest demand among Chinese pet owners?
   • Are consumers looking for premium pet food, supplements, grooming services, or health-related products such as flea and tick control, dental care, or specific therapeutic products.
   • Knowing which products and services are most sought after can help brands prioritize their offerings and marketing efforts.
3. How can brands effectively navigate the regulatory environment for pet health products in China?
   • The regulatory landscape in China can be complex, especially for new entrants. What are the necessary approvals and certifications needed to sell pet health products in China? You need an agency for that
   • Understanding these regulations is essential to ensure compliance and smooth market entry.
4. What are the most effective channels for reaching pet owners in China?
   • Identifying the most impactful sales and marketing channels is key. Should the focus be on online platforms like, Douyin(Tiktok) Tmall or JD.com, which dominate the e-commerce landscape, or are there opportunities in brick-and-mortar pet stores or veterinary clinics?
   • Additionally, significant roles social media platforms such as Weibo, WeChat, or Douyin for marketing and community engagement
5. How do cultural attitudes toward pets and pet care impact the marketing and sales strategies in China?
   • Cultural perceptions of pets can vary significantly in China, with some viewing pets as family members while others may have a more utilitarian perspective. Question for brand owner… how do these cultural attitudes influence consumer behavior regarding pet health, and how should they shape the messaging and branding strategies of companies in this sector?

Do you want to know more about How to use Chinese channels to boost sales? Contact GMA a digital marketing agency, specialized in the Chinese digital market.

Chinese students, in particular, represent a significant “demographic “target” for Schools, universities and education business, that are eager to engage with global educational opportunities.

For international schools/univ aiming to tap into this vibrant market, understanding the trends and channels that appeal to Chinese students and their families is crucial.

The evolving landscape of recruiting Chinese students, highlighting key trends and effective strategies through popular platforms like Xiaohongshu (RED) and Douyin.

Five Key Trends in Recruiting Chinese Students:

Digital Engagement on Native Platforms, welcome to China

Platforms like RED and Douyin are not merely social networks; they are integral to the Chinese digital ecosystem. International schools should leverage these platforms for storytelling, sharing student testimonials, campus tours, and academic successes. The visual and interactive nature of these platforms allows schools to craft compelling narratives that resonate with prospective students and their parents.
Influencer Collaborations:

China = influencers

Collaborating with Chinese influencers, particularly those who focus on education and lifestyle, can dramatically increase a school’s visibility. These influencers often have the trust of their followers, making their endorsements valuable. Schools can work with influencers to create content around the campus experience, highlighting unique programs and success stories.

Content that match with your audience

It’s essential to tailor content specifically for the Chinese market. This includes translating materials into Mandarin, using cultural references appropriately, and addressing the specific needs and concerns of Chinese students and their families, such as safety, the quality of education, and post-graduation opportunities.

Utilizing Virtual Reality and Interactive Tours:

With travel and geographical challenges, virtual reality (VR) offers an innovative way to give prospective students a ‘feel’ of the campus life without needing to travel. Schools can create VR tours that can be shared on Douyin and RED, allowing students to explore classrooms, dormitories, and facilities from the comfort of their homes.

Focus on Alumni and Community Building:

Showcasing successful Chinese alumni can be particularly persuasive. Prospective students and their parents value the testimonials and experiences of those who have walked the path before. Schools can create feature videos, interviews, and Q&A sessions with alumni to share on these platforms, fostering a sense of community and belonging.

Chinese students relationship with their parents

Have you ever heard of the term Chicken parenting?

It is the equivalent of helicopter parenting in China and has been gaining over parents in the country in the last few decades. Those parents are super involved in their kid’s life, more notably their education, it goes from tutoring after class, to buying an appartment next to the best city schools, to spending thousands in private and overseas shcool… to ensure their kids can have the best outcomes once reaching adult life. The point being, China, is an enourmous market for the education industry. Altough, chinese universities are more and more valued in the world, the competition to enter is harsh resulting in many graduates to opt for studying overseas. In this guide, we will give you an in-depth context of the chinese education market as well as our best tips to recruit chinese students for your school, university, training center and so on.

• What are the primary concerns of Chinese students and their parents when selecting an international school?
  • Understanding what drives the decision-making process for Chinese families—be it academic excellence, safety, cultural inclusivity, or post-graduation opportunities—is essential. Schools need to tailor their communications to address these concerns directly and effectively.

• How does our school’s curriculum align with the expectations of Chinese students for global education standards?
• International schools should evaluate how their educational offerings match the expectations of Chinese students who often look for a curriculum that not only offers high academic standards but also prepares them for global universities and careers. This might involve showcasing advanced placement courses, international baccalaureate programs, or unique STEM opportunities.

Introduction to China’s Education Market

In the world’s most populous country, education is extremely important for all social classes, from poor families who want to increase their social status, to wealthy families who do not want to lose face. Thus, it is important to understand Chinese society before entering the market.

Education in China: A Social Elevator

After the end of the Cultural revolution (1966-1976) followed by its economic modernization, the Chinese government put education at the core of its strategy to quickly catch up with developed countries. Besides several educational and structural reforms, public spendings on education were increased considerably. However, the whole educational sector lagged far behind international standards in terms of quality as well as expectations, and that’s why Chinese parents decided to send their children abroad, in order for them to get qualitative courses from renowned and prestigious Universities.

When it comes to the Chinese education market, overseas schools and international schools were able to gain and attract the best Chinese students, convincing strict parents that are seeking the best for their offspring. This phenomenon is related to globalization, allowing the Chinese population to broaden its perspectives about foreign countries and cultures, but also because the competition between students is tougher than before.

Indeed, education is considered extremely important in China as studying in a renowned university is a social elevator not only for the student but also for its family. In Confucius’ country where traditions and filial piety are part of Chinese daily lives, education is the best tool to enhance living conditions and secure a safe and promising future.

What strategies can be employed to effectively use social media and digital platforms popular in China, like WeChat, Douyin, and Xiaohongshu, to engage prospective students and their families?

Since conventional social media platforms like Facebook and Twitter are not accessible in China, schools must develop a presence on Chinese social media platforms. This question involves determining the type of content that resonates best on these platforms, whether through educational content, virtual tours, student testimonials, or alumni stories.

How can our school build a supportive network for Chinese students, including pre-arrival preparations and ongoing support throughout their education?

Prospective students will be more inclined to choose a school that offers a strong support system for international students. This includes orientation programs that address cultural adjustment, language support classes, mentoring programs, and active student organizations that celebrate Chinese festivals and traditions, promote on social media in China.

What partnerships or collaborations can be developed within China to increase our school’s visibility and attractiveness?

Building relationships with local schools, educational consultants, and alumni networks in China can be a crucial strategy, online marketing can really help. These partnerships can help in organizing information sessions, educational fairs, and direct recruitment drives in China. Understanding how to develop and leverage these partnerships can significantly enhance a school’s recruitment efforts.

The Education Market in China in 2024

Over the years, the share of online education in the total education market has increased considerably, thanks to China’s digitalization. This tech-savvy population is now more than ever relying on online platforms to develop their knowledge.

The Covid-19 outbreak in 2020 has further contributed to accelerating this phenomenon, with the rising use of platforms such as Coursera or Italki for example.

Online Education: A Growing Phenomenon

According to Statista, the online education market in China had a market size of approximately 308.2 billion yuan in 2021. After high growth rates in the past few years, the online education market is now expected to reach 490.5 billion yuan in 2024.

According to this other data, we can see that 68% of Chinese students are convinced that their formal education has given them the technology knowledge they need, while only 17% of Japanese students, and 25% of German students agree on this.

Understanding the Values and Issues of the Chinese Education System

The Chinese education system is very different than others. Chinese children start school at 6 years old. They have 6 years of primary school and then three years of junior middle school. After these 9 years, they can continue for 3 more years of senior middle school to complete their studies.

The Chinese education system is one of the most reputed, and Shanghai students are considered the best in the world. Don’t forget that China is ranked among the highest education system worldwide. Many western countries want to include a part of this system into their own academic system.
However, if this kind of education gives a high level of knowledge to students, it’s also a very competitive and demanding system that is being questioned nowadays, with lots of pressure from society.

A Heavy Workload for Chinese Students

On average, Chinese students are spending 8.5 hours in class. They start their day at 7:30 am and finish at 4 pm with two hours of lunch break and naptime. Now you probably think that it is similar to your own education system, but unfortunately, that’s not the case. As in other Asian countries such as South Korea, after class, Chinese students have also tutoring hours till late at night. Nothing mandatory, but not doing can considerably impact admission into the most renowned university in the country. Some students go as far as to retake their last years of high school to score higher on already excellent grades for a chance at entering China’s Top 10 universities.

The school program in China is heavy. It is impossible for teachers to cover all the programs published by the Chinese government during class hours. That’s why most of the students have tutoring classes in mathematics, literature, English, chemistry, and physics. After this long day, they still have to do their homework, and that’s why they have almost no time for them.

In terms of vacations, they also have less than students in western countries, with only 2 periods of holidays: 4 weeks off in winter and 7 weeks off in summer. There’s almost no time for Chinese students to do other things than working. They don’t have time to do other activities such as sports, spend time with friends or family, play games, watch movies, or do social activities. Although you should note that being in good physical shape is becoming more important to compete in Chinese society, thus, we are seeing a rise in “programed” (read: it’s treated like any other extra scholar curriculum class) physical activities for kids and teenagers.

The most important exam for Chinese students is the Gaokao (高考), the national exam that allows them to have access to Universities in the last year of high school. As mentioned earlier, the higher the grades, the more chances students have to get into the most prestigious universities in China and get scholarships. During the gaokao weeks, everything seems to stop in order to encourage students to stay focused.

China and its Societal Transformation

As mentioned earlier, over the years, China was able to quickly follow the path of developed countries, even surpassing some, in major part thanks to education. Decades ago, a lot of Chinese people (that are now grandparents) didn’t have access to education and had to work in factories or work in the fields. Their children know how education can change their lives, and that’s why they are relying on their descendants to have a better life.

Higher wages and a greater purchasing power

Now with a growing middle class, important disposable incomes, and higher standards of living, China is making the transition to a more developed country. China is now focusing more on creative innovations, domestic businesses, services, and professions requiring skilled and qualified workers.

The One-Child Policy

Due to the long-term effects of the «one-child policy» that was established in 1979, China is struggling with an aging population. However, to counter this, the laws have been changed in 2015, allowing parents to have two children without incurring any state fines. Recently in 2021, this law was even changed to three children. However, it is important to say that Chinese parents (often) don’t want more than one child nowadays, because education for example is too expensive.

Out of the 1.39 billion citizens in China, 17% are between the age of 0 and 14, this represents approximately 230 million students. The parents of almost a quarter of a billion children are on average significantly wealthier than 10-20 years ago, spending on education has therefore increased to become the most precious commodity in a fiercely competitive market.

The « one-child policy » also acted as an incentive for parents to invest heavily in their children’s education. The official party slogan was “having only one child is good”. The culture of pooling together family resources for their children’s educational development remains prevalent.

New wealth, but better invested

Chinese families prioritize spending in education ahead of any other area, even above real estate and retirement savings. The McKinsey Global Institute projects the country to spend 12.5% of its overall consumption growth on education for those under 30 over the next 15 years.

In addition, according to ICEF Monitor, 50% of the 20 years old’ per capita consumption is spent on education, while it represents only a quarter for American students. Take into account that this phenomenon is not going to stop, and will even continue to rise with the growth of the Chinese middle class.

A shift in terms of school standards and school expectations

With China being the most populous country in the world, the Chinese education system is much more competitive. A lot of experts are stating that children don’t have time to share moments with family or friends, do sports or activities. With the Chinese education system being questioned, many parents decide to send their children abroad in order to broaden their perspectives and have more opportunities.

The Chinese Education System: An Opportunity for Foreign Schools

As stated above, more and more Chinese parents prefer sending their children abroad to study. The Western education system is also very reputed in China, that’s why it is extremely attractive among Chinese parents. The Western education system is known to develop students’ creativity and allowing them to become independent thinkers whereas most Chinese students are considered to be hard-working, persistent, and deep thinkers but without creative spirits.

China: The Country with the Most Students Studying Abroad

Now if we look at the number of students heading overseas to pursue their studies, we can see that the world’s two most populous nations, China and India, lead the way. China is the first, far beyond the other countries. According to UNESCO, China sent 928,000 students abroad in 2017, while India sent out 332,000.

Even if this data is a little old, we can say for sure that it is still relevant and that Chinese students are still prioritizing going overseas to pursue their studies.

Why do Chinese students want to study abroad?

It is important for you to know that in China, the majority of the best universities are public ones, which means that they get most of their support from the Chinese government. Although the number of institutions for higher education and students enrolled in universities inside China has increased significantly in the last few years, the pathways to get admission from the best universities are still limited. For most people, the national exam “Gaokao” remains the only way to enter a good public university.

Therefore, there are a lot of students that decide to go study abroad in order to avoid the national exam (the Gaokao) and to study in a better-ranked university. For some study programs, overseas institutions are preferred thanks to their international academic environment. Chinese students who have been abroad to study are considered to have a global insight and better language skills, which makes them more competitive in China, compared to their peers who stayed in China.

According to a survey among Chinese overseas returnees, more than 80% of the respondents said that they chose to study abroad to experience foreign cultures and lifestyles. Around 1/3 of the respondents studied abroad to be more competitive in the job market in the future.

Chinese Parents Put Learning English as a top priority

Today, learning English is considered essential in the business world, and that’s why English classes are mandatory in all schools in China, which has also contributed to the increase of private English schools and classes.

For Chinese people, learning English has become the priority, and that’s why Chinese students chose to study in English-speaking countries in order to practice and improve their level of English.

Studying overseas will enhance their resume

Parents know that on the resume of their children, the overseas experience will enhance the resume. Even though English-speaking countries such as Australia, the U.S, and the U.K are still among the top destinations for Chinese students, other non-English-speaking countries such as France, Italy, Spain, and Germany are also among the most popular destinations.

Studying abroad leads to many good job opportunities

After graduating from a foreign country, Chinese students have more chances to be employed abroad. Abroad studies have created a lot of new job opportunities, allowing students to have a better lifestyle and making more money than if they decided to stay in China. However, in recent years, the trend tends to change, with an increasing number of Chinese students that want to return to China after their studies.

According to a survey among Chinese overseas returnees, 60% of them chose to go back to China in order to be with their family and friends, while 42% said it was because of the great economic development of China. In fact, following China’s rapid development, some Chinese companies are extremely attractive among Chinese students, offering various advantages and competitive salaries.

Education defines the social status

International educations, particularly European, American and Australian are considered to be more innovative and creative than their Chinese counterpart. It is also part of a general trend. Chinese people have become more open-minded in terms of culture, education, and beliefs.

The Chinese society is highly competitive and education has become a key to define one’s social status and level of achievement in a society obsessed with the notion of ‘face’. An international education reflects this status and is fundamentally associated with quality.

Where do Chinese students go to study abroad?

According to an educational survey conducted in 2020, the United Kingdom and the United States were the most preferred destinations for Chinese students and their parents. While the United States lost attraction in the last five years, students were more attracted by the United Kingdom and Canada, as well as several Asian countries like Japan or Singapore.

How do Chinese students finance their studies?

With developed countries still being the most popular destinations for Chinese students, it is clear that for some countries, Chinese students have already become an important funding source for local universities. For example, the United States has for a long time attracted the largest share of Chinese students, but in recent years more and more Chinese students are choosing to go to European countries for example, as tuition fees are much less expensive than U.S Universities’ fees.

While most students from China were self-funded, relying on their parent’s support, the number of students who stated scholarship recipients had been increasing over the years. Don’t forget that studying overseas is much more expensive than staying in China, both in terms of dormitory but also in terms of lifestyle habits.

Particularities of China’s Education Market

Chinese kids start learning at a young age

The phenomenon of the « little emperor » is worth mentioning. As a result of the «one-child policy» two sets of grandparents and parents, all focused their attention on a single baby. As a result, you have a whole generation growing up with more funds invested in their education. This has helped the education market grow with whole families investing collectively into their children’s future, from an early age. From the time they start to talk, parents will take them to pre-classes in order to learn the number, listen to stories, learn foreign languages, play instruments, dance, etc in order for their child to become a prodigy.

The Reputation of your School is Key to attract chinese students

If you want to attract Chinese students, your school has to be popular and well know. When they start looking for a school, Chinese parents will spend a lot of time doing research on Baidu to find the best schools. In China more than in any country, online information is crucial. All your information has to be clear, easy to find, and visible. If your school is not really famous, you need to make sure to have a perfect e-reputation because trust is important for Chinese consumers and among the key criteria.

Some countries are more popular studying destinations than others

Some destinations are more appreciated by Chinese students. This is the case of the United States, one of the most popular destinations in the world. Why? Because, if you look at rankings, American schools are the higher-ranked in the world.

Your school has to be in a safe country. Parents will reject sending their children to a dangerous country. That’s also why they prefer countries where they have family members as they will be more reassured.

The advantages of countries having a Chinese community

After finding where your school is located, Chinese people will focus on your city. Some cities are more popular because they have lots of very good schools. But Chinese families also prefer cities where there’s a Chinese community, and with a ‘Chinatown’. Among the most popular cities with large Chinese communities, you will find San Francisco, Boston, Chicago, Toronto, Vancouver, Paris, London, etc. However, on the other hand, some students will prefer to go to cities in which there’s no such a large Chinese community, in order to practice the foreign language even more.

The Shools Ranking Obsession in China

In China, ranking is one of the most important criteria. Your school has to appear among the first ranks if you want to attract Chinese students. Before starting any procedure, they will see on international rankings if your school is on the top.

School fees are not a “problem” for Chinese students

Many Chinese students study abroad because their families have more income than 10 or 20 years before.
Today, Chinese families are able to pay more for better studies. They want to invest their money in a good place. In fact, money is not really a problem for these families who can send their children abroad.
They will first look to find the best ranking school and after they will think about school fees. Besides, students are often able to apply for scholarships or financial aids.

How to Promote your Foreign School in China?

China has changed a lot over the years, and Chinese students’ perception as well. How can you capitalize on these changing attitudes? You need to develop a positive reputation and increase your visibility on the internet. Therefore, in order to be successful and generate student leads, you need to be active online and use the best Chinese platforms. Adaptation is the key.

Recruiting Chinese Students Through Online Platforms

The shift to predominantly online student recruitment models represents a tremendous opportunity for higher education institutions looking to reach Chinese students. China now boasts a 65% online penetration rate with some 900 million « netizens » online. The Chinese society has embraced digital tools with a fervor stronger than anywhere else in the world. Users are spending on average 3 hours per day browsing online and will surely do research about foreign and international schools online.

However, don’t forget that China’s « Great Firewall » had resulted in a completely unique online eco-system when it comes to student recruitment. Your promotional campaigns have to be tailored to Chinese-specific platforms.

Your School need a Chinese website

A quality mandarin version of your website is necessary. Have a mandarin website allows you to optimize your SEO for search engines. For a better SEO and optimized loading speed, your website also needs to be hosted on a local server in China (.cn).

Your website should be in Mandarin to optimize search results and also include a QR code for your social media account on top of having a contact form and if possible a live chat service.

All sites in China need to be optimized for mobile as the vast majority of online users browse on their smartphones, there are now 550 million smartphones in China. Mobile content can also be optimized for Wechat China’s largest social network (more on this later..)

Content on the site needs to be created in Mandarin because you’ll be targeting Chinese readers.

Ask yourself some key questions:

• How do you cater to the Chinese student?
• What sets you apart as an institution that involves and integrates international students?
• How will Chinese students boost their opportunities by studying in your school?

The Ranking of your School on Baidu is Essential to reach out Chinese Students

China’s « Google » is Baidu, a giant that represents over 75% of the search engine market. It is thus vital to increase the ranking of your school on this platform.

After doing some research, you’ll find that Search Engine Optimization (SEO) will help your website rank higher on Baidu and grow organic traffic to generate more student prospects. Parents are often the decision makers for students so they extensively browse through Baidu results based on keyword searches. The other 25% are mainly through Sogou & So.com. Search Engine Marketing (SEM) is one of the best tools to recruit Chinese students.

You can also complete this approach with PPC (Pay Per Click) ads which are displayed at the top of the news feed. However, the most serious student prospects will contact you through the natural search results.

Doing SEO and being effective it’s not easy. It’s better to work with an agency specialized in SEO. SEO can be expensive and very long if you are not sure how to do it.

Increasing your academic reputation & communication on social media

Coverage on China’s top social media platforms is vital for attracting Chinese students. There are over 1.2 billion users on Wechat, the most popular app in China, and over 511 million monthly active use on Weibo (akin to Twitter).

Social Media in China are arguably essential in a country where people are spending 2 hours per day on social media

Your institution needs to be present on social media with an Official Account set up that can be linked to a « microsite ». Having an Official Account is essential in China. When you’ll create your Official Account on social media platforms, they will ask you for a lot of information. This information allows the social media platform to confirm that you are the original brand and no an impostor. With this official recognition, Chinese students will be more confident and will be more likely to share your post and subscribe to your account.

• Encourage Chinese students to get to know and discover your school through WeChat

Created by the Chinese company Tencent and released in 2011, WeChat was at the beginning only a mobile messaging app. And even though new features were introduced, this functionality remains the core of the app. The platform is marketed as Weixin in China, but was rebranded for international markets in 2012. In 2018, the number of users reached 1 billion which increased significantly from 2017’s numbers.

Wechat is the most used social media in China as of 2021 far beyond Weibo. Wechat is expected to grow even more in 2022. The platform is known for its communication services in which users can send messages, share images and videos, voice call and video call other users on a closed network. Having an account on WeChat enables you to promote your school easily. One of the most useful ways to promote your school is to create an H5 brochure to attract Chinese student’s and parents’ attention.

For example, on Wechat you can also add parents and students into group chats to answer academic or student life-related queries. Offering these kinds of services to Chinese students will set you apart. This communication line would typically be managed by a Chinese student liaison officer internally.

The key with social networks is to have daily interaction with prospective students and parents, share content and grow your following. Ad campaigns drive growth and quality content results in prospective students contacting you. The demographic of Wechat is generally older so more for your students’ parents (the Decision Makers) who are active here.

If you want to know more about WeChat H5 Brochures, you can read our full article.

• Increase your visibility through Weibo, the hot micro-blogging app

Launched in 2009 by the Chinese technology company Sina Corporation (新浪), Weibo is one of China’s biggest social media platforms. As its name indicates, it’s a micro-blogging service that is often compares to Twitter for its buzz potential and short caracteres posts.

The social microblogging network has also attracted more than 130,000 companies. It’s very important for schools and universities to create their own Weibo Official Account, and get their account verified. If your account is signed as verified, you will have more followers because it’s legitimate proof for Chinese users.

More than 56% of Weibo users follow at least one brand or institution on Weibo. In addition, on Weibo, you don’t need to be connected first to follow a brand. Thus, it can be extremely useful to have an official account on Weibo in order to share content, promote your school, as well as to communicate with your students.

If you want more information about Weibo, you can read our Guide to use Weibo for beginners.

Be presents on forums to attract Chinese students

Educational forums are popular in China, people will discuss research education options and talk with other students. Don’t forget that Chinese people still rely a lot on word-of-mouth. In addition, they have more trust when it comes to peers giving advice than schools.

The best online forums for education are: Baidu Tieba, Zhihu, Zhozhui, and QQ.

Another interesting point is that these forums are very visible in China, and will often appear before an official website on Baidu’s natural. While in western countries you might think that forums are outdated, in China, they are still very important for online research and decision-making.

Manage your e-reputation to gain Chinese parents’ trust

Reputation is an important criterion in China. Chinese students and parents will pay attention to your e-reputation. A good attitude is to promote positive comments and threads on social platforms and forums in order to manage the reputation of your school.

The institutions regarded as the best amongst Chinese students are the ones for which their friends, family, and other student are familiar with. Ensuring positive feedback amongst social circles will bolster and strengthen the reputation of your institution.

Influencers and you alumni network can help you

Usually, KOLs (called Key Opinion Leaders) in China, are people who have built up a significant reputation online and are highly influential among young users and students. Recruiting an influencer to represent your institution from a prestigious academic background in China is expensive but allows you to tap into a large base of followers. Key Opinion Leaders are more effective in China because users tend to rely more on word-of-mouth from people that were able to complete their studies abroad and be successful after that.

Another extremely useful way to attract and retain Chinese students is to use your alumni network. By talking with alumni ambassadors, for example, they’ll be able to ask questions, get to know your school from a student’s perspective, talk about their experience, etc. It’s also a way to reassure Chinese parents, which is fundamental if you want Chinese students to join your school.

Contact us to recruit Chinese students

Defining the right strategy for this market is therefore essential before entering the Chinese market. We are a specialized agency with a wealth of experience in terms of student recruitment. We have worked with a lot of foreign schools to help them develop their attractivity in China.

Our fields of expertise

• Website Creation, Development & Auditing
• Baidu Search Engine Optimization
• WeChat & Weibo Content Marketing
• Reputation Management & Alumni Community Development.
• Public Relations & Exposure in Chinese E-Media.
• Analytics, monthly reports & analysis from our team of experts.

We are a digital agency, working on Chinese social networks and websites. We are also a result-oriented agency. Our goal is to meet our objectives and push them to be better than the average.

We are SEO Experts

We are among the first results you’ll find on Google when looking for entering the Chinese market. However, w have never paid for Google advertising. The sponsored links (SEM) are the links you can find on the top of the research or on the right side. We don’t need to pay because we know how to tame Google’s algorithm. We can help you to find natural solutions without spending all your money on SEO.

We are Professionals in Lead Generation

We are the only agency in Shanghai that doesn’t need to prospect. We don’t call clients and try to convince them to work with us. Clients call us.
Because they find a lot of information about our services and know that we have a lot of solutions to offer. We worked with a lot of schools and colleges, we have a lot of case studies that demonstrate our expertise.

We know what Chinese students are looking for

After more than 10 years dedicated to helping foreign companies and institutions to tap into the Chinese market, we know exactly what Chinese students are looking for, the kind of platforms they use and why. For the education market, we have worked for many schools, to help them promote their reputation in China.

A Dynamique and Native Team

We are a young, vibrant, and creative team with both Chinese natives and foreigners. We are effective because we understand Chinese students and their families. China is indeed full of opportunities for motivated institutions, but it is still complex and difficult to stand among other well-known universities.

Case Study

Accademia Del Lusso

The Accademia Del Lusso is a school of Fashion & Design located in Monte Napoleone, Milan. It’s courses range from fashion to design and luxury style for high-school graduates as well as career professionals. The institute was awarded the Lifetime Achievement award and Prestigious Fashion Profession Award in 2007 by the city of Milan.

The school in Milan called on our agency to attract Chinese students because they wanted to expand internationally into China, the most interesting student market in the world.

Goal

Accademia Del Lusso was set to open its first branch in China and sought to grow its reputation both as a new fashion school in the country and as an overseas option for international students.

Their passion is to find and nurture top talent in Fashion and Design through exporting their rigorous academic style and high standards to their new China branch. Their goal was to apply the fashion-conscious focus of their Milan base to this new location in the orient.

They needed a local partner in China who understood the student lead generation market. That’s why they started a business relationship with Gentlemen because of our years of experience and successful projects in attracting Chinese students.

Results

We generated 50 leads per month of interested students requesting more information about the school’s new branch in China as well as courses at their Milan flagship location. This is a significant result considering the school was largely invisible in this market before they began this digital marketing campaign.

Accademia Del Lusso also became a top search result on Baidu with 10 000 visitors per month driven to their website. This was highly qualified traffic and led to a large ‘buzz’ about the opening of their China branch, establishing the school as the leading Italian Fashion & Design institution in China.

This blog post will give you some tips on how to promote and sell your brand in China according to market trends. First, it’s important that you understand what makes this audience tick, what is trendy, and what are consumers looking for. Secondly, we will look at the strategy to start selling your underwear/lingerie brand in China and the best practices to improve your awareness using local social media and tools.

Quick Summary

• Market Growth and Value: The Chinese lingerie market is expected to reach an estimated value of $42.51 billion by 2026, with a compound annual growth rate (CAGR) of 6% from 2020 to 2026, and further growth to $73.8 billion by 2030.
• Consumer Spending: Chinese women now allocate approximately 10% of their clothing budget to lingerie, indicating a rapidly expanding market.
• Market Segmentation: The market is experiencing consolidation, with a clear divide between high-end international brands and domestic products dominating the lower-end market.
• Growth Drivers: The market has been growing by 20% annually since 2009, driven by increasing demand for lingerie, especially in the high-end segment.
• Local Brands: Notable local brands include Neiwai, Aimer, and Maniform, each catering to different segments of the market with unique value propositions.
• Consumer Profile: The primary buyers are women aged 24-35, accounting for nearly 79% of the market. There’s a noticeable shift towards comfort and personal satisfaction over traditional sexiness in lingerie preferences.
• Men’s Underwear Market: The men’s segment is also growing, with consumers spending an average of 500-1500 Yuan annually on underwear, seeking quality and innovative designs.
• Market Trends: Key trends include a shift towards comfort, sustainability, body diversity, and the increasing popularity of online purchases.
• Online Sales: E-commerce platforms like Tmall, JD.com, Pinduoduo, and RED are significant channels for lingerie sales, with many consumers preferring online shopping for its convenience and privacy.
• Foreign Brands: Foreign brands like Etam, Triumph, and Victoria’s Secret are performing well in China, leveraging their international appeal and quality products.
• Marketing Strategies: Successful marketing strategies include leveraging Chinese social media platforms, collaborating with KOLs, focusing on SEO for Baidu, and utilizing live streaming and video content to engage consumers.

Characteristics of the Chinese lingerie & underwear market

China lingerie market is in the midst of consolidation. Chinese women now spend around 10% of their clothing spending on lingerie, which illustrates a rapidly opening market. On one hand, the growing demand for lingerie, especially in the high-end market, has been drawing big international brands to the mainland. On the other hand, the lower-end market has been saturated with domestic products and brands, few of which stand out.

The resulting fierce competition has left domestic lingerie companies with falling profits, though some are finding ways to set themselves apart.

China’s underwear and lingerie market continues its growth

The market has increased each year by 20% since 2009, a big opportunity for foreign brands to respond to the needs of the Chinese people. China’s Lingerie Market is expected to experience rapid growth in the next 10 years.

The Chinese Lingerie market was valued at $26.36 billion in 2020 and is projected to reach $42.51 billion by 2026, growing at a CAGR of 6% in the forecast period and $73.8 billion by 2030 (source). In fact, in 2020, China women’s lingerie market represented over 60% of the overall market.

China underwear and lingerie market shares

Although the Chinese underwear and lingerie market is growing and full of opportunities, there are quite a bit of local brands that should not be ignored.

Neiwai

China’s top local seller of lingerie. The brand’s main sales channel is Tmall and JD. The brand is more high-end and was designed for women’s comfort as stated by its founder.

It would be a little exaggerated to call it feminist. But I wanted to create a brand that doesn’t twist, suppress, or objectify women’s bodies. Instead, it makes them comfortable and happy, which I think is a higher form of sexiness.

Liu Xiaolu to China Daily

爱慕 Aimer 

The brand liking would be more in line with competition from the Etam brand since the price ranges meet and the brand also makes ready-to-wear, capturing Chinese consumer tastes.

« 曼妮芬 » Maniform

The group maniform includes:

• Coyeee: simple range, fashion, quality
• Enweis: international, lifestyle
• Lingerie: young target

Other local brands

• « 爱伦娜 » Ai Luna: Range of bamboo fiber underwear, the brand plays on two variables: love and the environment

• «古今 » Gujin: We could find it in the big malls in China next to Zara etc.

China underwear & lingerie buyer’s profile

The main buyers are women between 24 and 35 years old, they represent 78,94% of the users compared to the men, with only 21,06%. Most girls in China run in between a size A or B cup. Youthful consumers in China are driving up the sales of wireless bras, according to Pascal Martin.

With their insatiable curiosity and strong consumption power, young women make attractive targets for lingerie brands. They also have rising disposable income, that allows them to spend more on themselves, changing consumer preferences and habits.

However, it’s not just comfort that is prized but also a change away from sexiness towards personal satisfaction as well which can be seen by younger shoppers who prize more than just aesthetic standards when purchasing such intimate apparel. Indeed, Chinese women care most about fashion style, comfort, and personalization needs.

Peggy Marlene Lim, a Hong Kong-based designer who spoke to the SCMP noted how both older and younger generations were placing greater emphasis on comfort than fabric. “They look more natural too,” said Peggy of wire bras which she believes are not as popular with Millennials or those in their 20s because they feel uncomfortable when worn during activities like yoga where it is hard to adjust one’s clothes between poses while wearing such an item. 

China men’s underwear segment

The Asia-Pacific region has recorded the fastest growth in the global men’s underwear segment, with China and India sharing 70% of the share.

According to a survey conducted on the spending habits of Chinese men, 43% spend an average of 500-800 Yuan per year on underwear. 22.7% budget around 800-1500 Yen, while 8.8% or about 1 out of every 12 people in China spend more than 1500 yuan annually on their lingerie. The reason behind this is that as living conditions improve and standards rise across the country’s male population it has been found they are beginning to demand better quality products with innovative designs no matter what price you have to pay.

According to the survey carried out by TNS-Worldpanel, it is revealed that the first three reasons why Chinese consumers are not satisfied with their purchases: are the lack of models, high prices of foreign brands, and old-fashioned colors. The perfect and comfortable fabric is what the Chinese are looking for. One consumer said he was looking for a garment that “hugs the body, the silhouette”.

The graphics on male lingerie also plays an important role in determining which product to buy among foreign products; elastic waistbands with brand labels printed were popular as well. Cotton is the most comfortable and popular, followed by lycra and elastane which have recently appeared on the market.

China Lingerie market & Underwear consumer preferences and market trends:

• High-end Lingerie
• Comfort over “sexy”: The push-up bra segment slowing down in China
• Sustainability is an untapped niche market
• As well as Body Diversity – except for a few brands, there is not much inclusivity in the Chinese lingerie market at the moment.

The rise in online purchases of lingerie & underwear in China

The Chinese lingerie market is segmented into two major channels: offline and online. The offline channel is further categorized into hypermarkets and supermarkets, independent retailers, etcetera. Meanwhile, the online section includes large e-commerce sites like Alibaba in addition to a variety of other small-medium enterprises (SMEs).

In recent years there has been an emerging trend where more women are preferring shopping for intimate apparel online over traditional retail stores because they can get better prices or discounts while also having access to products that may be unavailable at their local store.

Lingerie companies are also preferring to launch their new collection on their website and other e-commerce sites before launching them in retail stores. This trend also corresponds with the rise of brands that are better to women’s needs that are selling mainly online such as Ubras.

The number of men who order lingerie for their women on the internet is much larger than most would expect. They enjoy purchasing sexy items for their loved ones but do not enjoy the experience of going to the store to rumble through piles of intimates, so online stores give them complete privacy.

Surprisingly, the proportion of men who buy online from Groupon-type sites, these men, quite embarrassed, and prefer to shop from a distance rather than go to the underwear shops. 73,5% of online buyers are between 20 and 39 years old.

Distribution of lingerie brands across the country

Chinese consumers’ taste for high-end lingerie is often influenced by international fashion trends and big cities such as Hong Kong, Beijing, and Shanghai. In China’s high-end lingerie segment, these major three cities are prompting trends and the current trends favor international lingerie brands.

Of course, every Chinese region has its different expectations in terms of lingerie, while the cities mentioned above demand high-end, other regions prefer the mid-range at more accessible prices (Shan Dong, Jiang Su, Fu Jian) or still low prices.

Foreign Brands of Underwear in China

In the top 10 selling brands of lingerie, foreign brands are winning at the moment. Groups like Etam lingerie, Triumph and Victoria’s Secret is doing particularly well for instance. Let’s have a look.

Etam

Etam arrived in China in 1994 through an association with a Chinese family, a good way to come into the Chinese market. Now, the group ETAM offers 2500 shops in China and three brands;  Etam Lingerie, Etam Sport, and Etam Weekend. The shops are more luxurious than in France with store spaces exceeding 500 square meters in the luxury malls.

They made sure to present ETAM with a luxurious French image, even more so than in their own mother country in order to upmarket themselves in China.

Etam has good implantation in China with its online store on Tmall and JD as well as official accounts on China’s biggest social media. To truly preserve its foreign image Etam doesn’t have a translated Chinese name unlike other foreign brands with a strong presence in China.

Implicit

Implicit stores are located in the four most metropolitan cities in China: Beijing, Shanghai, Nanjing, and Hong Kong. There, people have a higher salary and more buying power. So we have two different marketing strategies: on one side ETAM, a mid-range brand with stores all across China. On another side, luxury brands are only located in large metropolitan cities.

Triumph

Triumph or « 黛安芬 » (« dai a fen ») means the same thing in Chinese and English. Triumph has shops in luxury malls, with a selective range of products. It is also present on Tmall and Chinese Social Media.

A lot of people make the mistake that Triumph is a Chinese brand due to its long presence on China lingerie market.

La Perla: Lingerie & Luxury

La Perla is an Italian Luxury brand of Lingerie founded in 1954. As of 2021, the brand already has 9 stores and 4 outlets in China and is planning to open 30 by the end of 2023. On top of brick and mortar stores, La Perla is also selling its products on Tmall and has an official account on WeChat, Weibo, and RED.

How to Promote Your Lingerie Brand in China?

Use Chinese social media to gain e-reputation

The international social media scene is a bit different in China than it is elsewhere. In fact, Facebook, Instagram, and Twitter have no presence here at all.

Rather, China has its own social media platforms including WeChat (a messaging service that’s popular with over 800 million users), Weibo (China’s answer to Twitter), Xiaohongshu, and Douyin. One study showed that 68% of young respondents said their buying choices were affected by social media influencers.

Following the heating up of digital channels and getting frequent contact with customers and interesting campaigns on WeChat can be easily widespread. Sharing a brand story, product information or some beauty trend can increase engagement significantly.

Sometimes, it generates different segmentation inside your community by a certain interest in a different section of underwear.

WeChat

WeChat is an application that has classic functions like sharing photos and videos, but it also allows online shopping and other types of payments. The great thing about WeChat is that it works like Instagram, Facebook, WhatsApp, and all the other retail apps put together to make a really big app. It has been designed to centralize user activities and provides an ideal online environment for brands that want to gain exposure in the Chinese market. 

Lingerie brands to gain visibility, use mini-programs in particular. Users can access these mini-programs either by direct search, by scanning a QR code, or through links on an official WeChat account. Users of the mini-program request it to search for information, read articles, watch streaming videos, play video games or make e-commerce purchases.

Weibo

Weibo has seamless integration with Taobao, stemming from Alibaba’s involvement in the platform. Brands can directly use KOLs to link Taobao stores and products in their publications. With many users already having Alipay linked to their Weibo accounts, they can purchase featured products with just one click. The Calvin Klein brand, for example, used KOL Yixing as a muse to promote them on Weibo. 

RED

It also has an e-Commerce feature as we will see later in this post. RED is used by many consumers and particularly female consumers. These users consult the application before making a purchase. The Little Red Book is the perfect meeting of social and e-commerce and is a serious avenue to study fashion brands, especially lingerie. It relies on user-generated content, where people share their opinions of products and services. Many successful brands in China rely on user-generated content on RED, which helps them build good e-reputation.

Lingerie brands in China need a Chinese Website + Baidu SEO

The website is today the administrative value of your business on the internet. It will firstly allow you to inform your customers, prospects, and suppliers about your contact information and about the services and services you offer.

Your website must therefore confirm the communication established and propel it on a larger scale. Having a good SEO will allow you to position yourself in your market and monitor the results obtained.

• Update your website regularly to improve Baidu referencing. This referencing will allow you to have maximum visibility and in particular to appear on the first pages of Baidu and to be highlighted by the algorithm.
• In order to have the best possible referencing, it is advisable to use keywords relating to the lexical field of the theme of your brand. Here, for a lingerie site, you will have to rank as much as possible on words like: “underwear”, “lace”, “Chinese market”, “bra”, “underpants” etc.
• These techniques for gaining visibility will also give you credibility for users. Indeed, well-referenced sites seem more legitimate in the eyes of potential customers. They will have more confidence and will not think it is spam.
• Press Release and Backlink are key for brand legitimacy and website authority which ultimately will result in your website ranking higher on Baidu’s SERP.

Collaborate with Kols to promote your lingerie brand in China

Key Opinion Leaders (KOLs) are people or organizations who have such a strong social standing that their recommendations and opinions are taken into account and listened to when making important decisions. In other words, they are the equivalent of so-called influencers. In the field of lingerie, influential people can be young women affiliated with the world of fashion as the iconic models of Victoria’s Secret who are very followed on social networks.

Victoria’s Secret worked with Yang Tianzhen, an entrepreneur who was previously a celebrity agent. She is a leading advocate for embracing female body shape and body confidence in China. Yang Tianzhen posted Victoria’s Secret’s campaign video on her Weibo account with the phrase: 

“Feeling sexy is not based on appearance and body shape, it comes from women’s confidence. The beauty of the world depends on how much we love ourselves.”

Yang Tianzhen

Adopt China’s Craze for Videos and Live Streaming

While some believed it was just a fad, it seems, on the contrary, that live streaming is becoming an essential tool for business digital communication. And what’s more, it’s an affordable strategy for everyone, from the general public to businesses of all sizes: all you need is a smartphone.

Live streaming allows a direct exchange with potential customers who can interact with the brand or the influencer who presents the lingerie.

Chinese Forums

When looking on the internet for ways to start your promotion without major investment, the usual answer is to use forums: simple, free, fast, and directly accessible to the public. However, what we usually forget to specify is that using a forum for promotional purposes must be strategically organized.

For example, the forum must correspond to the theme of lingerie, the forum must be popular and to gain the visibility it is necessary to constantly update its content, or the forum must be as interactive as possible with its community.

Distribute and Sell your Lingerie Brand in China

Offline Exhibitions

Offline exhibitions are the more traditional way to meet with resellers. However, with the democratization of the internet, it has become harder to get the attention of distributors during these events. However, any brands that have prepared the field well ahead of a salon should definitely be present at such an event. By preparing the field we mean: having a WeChat official account and brochure as well as a website in Chinese that ranks well on Baidu. Being ready will optimize your chances of converting and therefore justify the cost of a fair.

Traditionnal Distribution

• Direct distribution: Strategy adopted by Etam or Triumph that consists of opening the physical store and selling the lingerie products directly to the customers which can now be achieved more conveniently with eCommerce.
• Indirect distribution: local partners, partnerships, and international distributors. The brands which are not sure about the Chinese market could begin with an intermediate like an agent or international distributor to experience the market, get some information and find some channels to sell the products.

Online direct underwear sales on Chinese e-Commerce platforms

• Tmall:  In China, having a flagship store on Tmall is best – at least if you know how to optimize it for sales. For world-class companies looking for an increased presence in China without opening a store in every city, Tmall really is a stepping stone. Tmall, one of Alibaba’s platforms, leads online sales in China. Tmall is recognized as a prestigious platform that only offers its services to branded products. Clothing, household products, accessories, and lingerie are the best sellers on the platform.

• JD.com: Direct competitors to Tmall, the app is host to the same type of brand as Tmall and the merchant’s fees as well are registration process is similar. Just like Tmall, JD.com is a top option when considering eCommerce in China.

• Pinduoduo: The app, often used with Tencent’s WeChat messaging service, offers 20% discounts. Most importantly, it allows consumers to buy directly from manufacturers, eliminating the middleman, marketing, and acquisition costs. There are frequent items of fashion, clothing, accessories, and lingerie. We can consider the platform as a Chinese version of Groupon. Although the app has the most users (as of 2021), note that the average basket is a lot lower than on Tmall for instance.

• Taobao: Taobao also belongs to the Alibaba group. Entry requirements are nevertheless easier. The platform is suitable for young designers for example. There is a wide variety of products, secure payments, user participation, and secure and fast delivery. There is also an integrated live streaming application: the new trend used by brands to promote themselves.

• RED: The app targets working women between 18 and 35 years old. It is therefore a dynamic and connected clientele, exclusively female, mostly city-dwellers rather aware of new trends. These are foreign products: a great help for Chinese buyers who find it difficult to navigate the fake brands and attributes of each country. It sells skincare, beauty products, clothing, and underwear particularly well.

Underwear & Lingerie Market in China: Conclusion

Consumer preferences on China lingerie market are different when it comes to colors, padding, and overall style compared to Western countries. In China, you will find many bright colors like purple and pink while in Europe women prefer wearing sexy colors like black and white. Chinese women look for padding in bras while Western women look for lace details.

As far as communication is concerned, one common point between western and eastern brands: the model comes from western countries, with curvier busts and waistlines. Choosing a western model, it gives a western touch to the product to convey a sense of luxury Chinese people often associate western products with. And even Chinese brands use the western image to make people believe that it is a foreign brand.

The bottom line is that Chinese consumers are ready to shell out money to get lingerie with a fashionable design and quality. But in a relatively new market, the consumers are looking for a direction. So it is the perfect time for lingerie brands now to make their mark in the Chinese lingerie market. With the right marketing strategy, maybe you can be the next big brand in China.

Contact us to sell underwear on China lingerie market

We listed many ways to conquer China lingerie market and answer consumer preferences. The booming lingerie market presents amazing opportunities for foreign brands, but it’s not that easy to be successful in China. If you want to out-compete local brands, you need a good entry strategy.

We are a China marketing agency with more than 10 years of experience. We worked with over 600 brands from many different industries, offering them services tailored to their specific needs. We have a team of around 80 Chinese and foreign experts that have the know-how needed for this complicated task.

We help Fashion Brands to develop their business  in China, we provide;

• Distribution consulting
• Business Development
• Branding
• Social Media Marketing
• ECommerce (Tmall, Taobao, JD, Wechat)

And many more… Feel free to contact us for further information or to get a quote. We offer a free consultation with our expert, that will get to know your brand and check the possibilities on the market. Let’s keep in touch!

Here are some of our fashion case studies:

This article delves into the evolution, challenges, industry trends, and prospects of China’s rapidly expanding fitness landscape.

Quick Summary

• Rapid Growth: The fitness industry in China has seen remarkable growth, expanding from about 500 gyms in 2001 to over 128,000 fitness clubs and sports venues by 2023.
• Increasing Participation: In 2022, 67.5% of people aged above 7 participated in fitness and sports activities at least once a week, marking an 18.5% increase from 2014.
• Impact of COVID-19: The pandemic has significantly contributed to the growth of the fitness industry, with more than 15 million new gym memberships in the last year alone.
• Drivers of Growth: Key factors include rising disposable income, urbanization, government health initiatives like “Healthy China 2030”, increased health awareness, Western cultural influences, technology integration, an aging population, the rise of local fitness brands, and social factors emphasizing fitness and health.
• Consumer Groups: The article identifies five main consumer groups for foreign sports brands to target: Tech-Savvy Urbanites, Wellness Warriors, Endurance and Outdoor Enthusiasts, Next-Gen and Family Fitness Advocates, and Silver Fitness Seekers alongside Premium Experience Pursuers.
• Popular Fitness Activities: The most popular fitness and sports activities in China in 2023 include virtual workouts, functional fitness, yoga, tai chi, outdoor pursuits, marathons, group runs, combat sports, dance workouts, racquet sports, and swimming.
• Key Players: Notable domestic brands like Li Ning and Anta, as well as international brands such as Adidas, New Balance, and Nike, play significant roles in the market. Fitness apps like Keep and innovative gym concepts like Supermonkey’s unmanned gyms are also highlighted.
• Marketing Strategies: Success in the Chinese fitness market hinges on e-reputation, word-of-mouth, and collaborations with KOLs or influencers. Brands should focus on branding, online reputation management, and establishing a presence on major Chinese social media platforms.
• E-commerce Platforms: Entering Chinese e-commerce platforms is crucial for visibility and sales, with platforms like Tmall, Taobao, and JD.com being key channels for reaching consumers.

China Fitness Industry Analysis

The fitness market is booming globally and China is no exception here. In fact, let me tell you, that the Chinese fitness industry grew remarkably in a matter of only 12 years, and the growth is expected to continue, given the fact that people of all ages are joining the sporty lifestyle trend in the country.

From only about 500 gyms registered in 2001, today (2023) China has more than 128.000 thousand fitness clubs and sports venues, not to mention the enormous size of the online fitness market and digital gyms.

According to Daxue Consulting, 67.5% of people above 7 years old participated in fitness and sports activities at least once a week in 2022. It’s an increase of 18.5% compared to the rate in 2014.

In 2023, especially thanks to the COVID-19 pandemic and the need it woke in people for a healthier lifestyle, more and more people are joining fitness venues, personal training studios, or downloading training apps. Only in the last year, more than 15 million customers subscribed to gym memberships, where an average yearly cost is 1289 RMB.

What is driving the growth in the health and fitness market in China?

The primary force behind this growing phenomenon is the willingness to improve health and physical fitness coupled with the mindset of sharing or displaying athletic achievements. It goes hand in hand with fashion and beauty and the desire to be the best, in several areas. But there are many other drivers to this trend, such as:

• Rising Disposable Income: As China’s middle class continues to expand, there’s increased disposable income to spend on health and lifestyle choices, including gym memberships, fitness equipment, and health supplements.
• Urbanization: With a growing number of people moving to cities, there’s greater access to fitness facilities and infrastructure.
• Government Initiatives: The Chinese government has launched health and wellness campaigns, promoting physical activity as a means to combat lifestyle-related diseases. The “Healthy China 2030” initiative is a notable example.
• Health Awareness: Increased awareness of lifestyle-related illnesses, such as obesity, diabetes, and heart disease, has spurred many Chinese consumers to become proactive about their health.
• Influence of Western Culture: The influence of Western lifestyle and culture, where fitness and being active are often emphasized, has made its mark in China. This includes the popularity of marathons, yoga, and other fitness trends.
• Technology Integration: Fitness apps, online workout classes, and wearable tech (like smartwatches that monitor health metrics) have made it easier and more engaging for consumers to track and maintain their health goals.

• Aging Population: With an aging population, there’s a growing focus on health and wellness solutions that cater to the needs of the elderly, promoting longevity and reducing age-related ailments.
• Rise of Local Fitness Brands: Domestic brands and startups are entering the market, offering localized fitness solutions, from apps to equipment tailored to the preferences of the Chinese consumer.
• Social Factors: Social media platforms and influencers emphasize fitness, beauty, and a healthy lifestyle, pushing more people to engage in fitness activities.
• Diversification of Fitness Offerings: Beyond traditional gyms, there’s a rise in specialty fitness centers such as yoga studios, spinning classes, and MMA gyms, catering to varied interests.

As a foreign sports brand, which consumer groups should you target?

In 2023, when assessing China’s vast fitness landscape, foreign sports brands should consider targeting these five distinctive consumer groups:

Tech-Savvy Urbanites

This group primarily comprises young urban professionals and tech-savvy individuals aged 20-40. Living predominantly in major cities, these consumers are acutely health-conscious, influenced by global fitness trends, and have a penchant for fitness apps. They often follow influencers on platforms like Douyin and are likely to be participants in virtual fitness classes or challenges.

Wellness Warriors

Women, particularly those seeking boutique fitness experiences and a holistic health approach, make up this group. They’re especially attracted to specialized fitness classes such as spinning, pilates, and HIIT. Furthermore, their focus extends beyond physical fitness to include practices like yoga, tai chi, and meditation, with a keen interest in fostering a sense of community and overall well-being.

Endurance and Outdoor Enthusiasts

This group brings together individuals passionate about marathons, outdoor adventures, and trail activities. Their pursuits range from marathons and hiking to rock climbing and other endurance sports. For these enthusiasts, functional clothing, durable equipment, and performance nutrition are of paramount importance.

Next-Gen and Family Fitness Advocates

These are primarily parents of young children and younger millennials who emphasize the importance of early physical education, sports training, and cultivating an active lifestyle from a young age. Their needs often encompass sports equipment suitable for children, training classes tailored for kids, and child-friendly fitness apparel.

Silver Fitness Seekers and Premium Experience Pursuers

With China’s aging population, there’s a growing segment of older adults becoming increasingly health-conscious. They seek activities that can help them maintain flexibility, strength, and cardiovascular health.

Alongside them, there’s another group that consists of affluent consumers and enthusiasts of combat sports, like MMA. Both these sub-groups are after unique experiences, with the former leaning towards low-impact exercises and the latter, combat training. They value luxury or premium fitness experiences, high-end sports equipment, and exclusive memberships.

By understanding and addressing the diverse needs of these five groups, foreign sports brands can carve out a significant niche for themselves in China’s evolving fitness market.

Most Popular Fitness and Sports Activities in China in 2023

China’s fitness industry is a mix of traditional elements with modern interpretations, where all fitness enthusiasts, no matter their age, pick something they like, from tai chi to combat sports.

Virtual Workouts and Functional Fitness

The integration of technology in fitness has made digital workouts a go-to option for many. Coupled with this, functional fitness exercises that focus on strength, coordination, and flexibility using minimal equipment have gained traction, appealing to those keen on achieving daily life movement goals.

Yoga and Tai Chi

These mind-body practices continue to resonate deeply with the population. Yoga, with its global influence, and Tai Chi, a traditional Chinese art form, remain top choices for holistic health.

Outdoor Pursuits

Activities like hiking, mountain climbing, and cycling in picturesque areas are increasingly popular. They not only offer fitness benefits but also allow enthusiasts to connect with nature.

Marathons and Group Runs

Running events, whether they’re marathons or community runs, have become significant attractions. They symbolize both a fitness trend and a community bonding activity.

Combat Sports and Dance Workouts

The adrenaline rush of modern combat sports like MMA and boxing has garnered a younger, adventurous audience. On the other hand, dance workouts, which can range from Zumba classes to traditional square dancing, attract a diverse crowd seeking fun ways to stay fit.

Racquet Sports and Swimming

Indoor sports like badminton and table tennis have remained evergreen favorites for recreation and competition. Swimming, with its wide-ranging health benefits and suitability for all ages, complements this category, given the growth in available facilities.

Who are the key players in the fitness industry in China?

Among domestic entities, Li Ning and Anta stand out, not only as sportswear manufacturers but also in endorsing fitness movements and sponsoring key athletic events. Their brand presence is integral to the nation’s athletic aspirations, both from a professional and recreational perspective.

On the gym front, Keep, a homegrown fitness app, has grown exponentially, now boasting its own physical fitness centers across major urban areas, while Supermonkey has innovated with its unmanned gym concept.

International brands such as Adidas, New Balance, and Nike have long been ensconced in the Chinese market, influencing sportswear trends and fitness lifestyles. They constantly innovate, bringing localized campaigns and collaborations that resonate with the Chinese populace.

Other global fitness brands like Anytime Fitness and UFC Gym have carved niches in the realm of 24-hour gym accessibility and combat fitness, respectively. Each brand, whether domestic or international, contributes uniquely to China’s multifaceted fitness ecosystem.

Do You Want to Promote Your Fitness Brand in China?

Let me tell you the secret:

• eReputation
• Word-of-mouth
• KOL or Influencers

Are the key components to your success in the Chinese fitness market. So let’s take a closer look at how to manage your branding and reputation in China well.

Branding and eReputation in China

In China, your e-reputation (online reputation) is what determines your failure, or your success. Chinese consumers want to comment on your product or services through their social media platforms. They pay special attention to KOLs (Key Opinion Leaders), influencers that have the ability to bring revenue to your brand through a simple post.

The key is to make sure that your brand is known and in order to achieve this, as well as communicate with your target market, you need to use the same social media platforms that they are using, regularly uploading new content.

High-quality videos and pictures that provide insight into your offerings are a must if you want customers to trust your brand.

You need to familiarise yourself with Baidu, WeChat, Douyin, RED and Weibo.

Build your Chinese website and focus on Baidu SEO

Your Chinese website is the first place of contact with your potential consumers. Although websites in China are not meant to sell, they serve as the hallmark of brands. Chinese people like to do research before purchasing any product, especially from a foreign brand. This is why you need to take care of good keyword selection, localized content, and providing your visitors with all the necessary information on the page.

In addition, it’s worth investing time in Baidu search engine optimization. In fact, in our opinion, it’s the best long-lasting, organic strategy for digital marketing in China. Baidu is a whole ecosystem of platforms and websites and if you participate in Baidu forums, focus on PR, keywords, and valid backlinks, you will be able to appear in the first position in the search results in the domestic fitness industry.

Create official accounts on the main Chinese social media platforms

Social media platforms play a crucial role in the decision-making process of China’s tech-savvy consumers. They check their favorite platforms for product recommendations, reviews, and inspiration, to make sure they are purchasing the right product for them. It’s the perfect place for word-of-mouth marketing and e-reputation.

There are many different platforms to choose from, but the four main ones used but the majority of society are; WeChat, Weibo, Little Red Book, and Douyin. The choice depends on your product offering, whether it’s fitness club promotion, fitness equipment, digital fitness offerings, or sportswear. Each platform has a different set of features and a different target audience. But for sure, you cannot miss having a WeChat Official Account.

WeChat is one of the most popular platforms to engage and attract Chinese consumers, incomparable to any Western social platform.

WeChat offers businesses the chance to launch official profiles and establish WeChat-based shops. This is a more cost-effective approach than venturing onto expansive online marketplaces such as Tmall or Jd.com, providing a glimpse into the fitness market and gauging interest in your offering.

Additionally, you might contemplate initiating profiles on platforms like Weibo, Xiaohongshu, and Douyin. These sites excel in lead generation and amplify your reach through varied content mediums. From bite-sized videos, interactive polls, and live broadcasts to captivating photos, there’s a plethora of content types to explore.

Furthermore, Xiaohongshu and Douyin come equipped with their dedicated marketplaces, streamlining product promotion and boosting revenue potential.

Collaborate with Key Opinion Leaders and fitness studios

Team up with Chinese sports personalities, social media stars, and fitness centers. The fitness scene in China is growing, and so are its fitness-focused social media personalities. This rise in sports influencers became especially notable after the Covid-19 pandemic and the Beijing Winter Olympics. Athletes and those in the fitness industry have become favorites among the Chinese, especially among those who frequent gyms and are passionate about sports.

Working with these fitness personalities to showcase your brand on their online platforms can really boost your brand’s visibility and sales in China. They can do live online showcases of your items, or even use them during their workouts. Additionally, partnering with local fitness hubs and introducing your offerings to their trainers can be effective, as they can further introduce them to their clientele.

Enter the Chinese e-commerce platforms

While the previously mentioned strategies are crucial for building a brand’s online reputation, nothing can match the visibility gained from being on China’s cross-border e-commerce platforms. The majority of Chinese consumers gravitate towards these platforms as they find it more convenient and trustworthy.

However, it’s essential to note that to launch on platforms like Tmall, Taobao, or JD, a brand must already have a solid online reputation and recognition in China. Chinese consumers typically opt for brands they’re familiar with or those that come highly recommended.

Gentlemen Marketing Agency: Your Gateway to the Fitness Industry in China

Navigating the bustling fitness market in China can be challenging, but with the right partner by your side, the journey becomes smoother. That’s where the Gentlemen Marketing Agency steps in.

As a seasoned player with years of experience understanding the Chinese consumer’s psyche and purchasing patterns, we’re primed to help international brands make their mark in this lucrative industry.

We leverage local insights and digital expertise to tailor strategies that resonate with your target audience. From partnering with influential fitness personalities to ensuring your brand stands out on leading e-commerce platforms, our comprehensive approach ensures you not only enter the market but thrive in it.

Trust in Gentlemen Marketing Agency to be your guiding star in the ever-evolving Chinese fitness landscape. Contact us today!

Now, fashion is one of China’s most lucrative industries, reaching $266 billion in 2022.

Understanding and taking interest in the Chinese market is key if you want to successfully attract Chinese consumers. In this article, we will give an overview of the Chinese fashion market, as well as some tips and advice in order to market the best way possible your fashion brand in China.

Quick Summary

• Market Size and Growth: China’s fashion industry reached $266 billion in 2022 and is growing at a rate of 25% per year. China surpassed the USA in the Fashion & Apparel Market at the end of 2020, growing almost 4 times bigger over the past decade.
• E-commerce Influence: E-commerce platforms have become essential in the democratization and popularity of fashion in China, allowing consumers to browse millions of items and receive them quickly.
• Consumer Trends:
  • Streetwear and sportswear have gained popularity, especially among Gen-Z consumers.
  • Fashion shoes market size reached around 90.4 billion in 2022, with 60% being male consumers.
  • Korean fashion is highly popular due to the K-phenomenon (K-dramas and K-pop).
  • There’s a growing trend towards sustainable fashion and second-hand shopping.
  • Luxury fashion remains popular, with the segment expected to grow annually by 4.81% (CAGR 2021-2025).
  • Traditional Chinese clothing is experiencing a resurgence, reflecting national pride and cultural confidence.
• Marketing Strategies:
  • Digital presence is crucial, including a website in Mandarin Chinese for credibility and professional accounts on popular Chinese social media platforms.
  • Collaborating with Chinese influencers (KOLs) is essential for brand promotion and credibility.
  • Entering the Chinese e-commerce world through platforms like Tmall, JD.com, and others is a key strategy for reaching consumers.
• Challenges and Considerations:
  • Brands must be cautious to avoid scandals that can significantly impact their reputation and sales.
  • Understanding the shopping behaviors and preferences of the target audience is critical.
  • The Chinese market is highly competitive, with domestic brands benefiting from localized strategies.

Overview of the fashion market in China

At the end of 2020, China surpassed the USA in the Fashion & Apparel Market. Over the past 10 years, it has grown almost 4 times bigger, reaching $266 billion in 2022. China’s fashion market is growing at a rate of 25% per year.

On top of that, China is not only a lucrative market for brands, but it is also a promising one as according to McKinsey, Chinese consumers will account for 40% of the world’s luxury spending by 2025. With this huge potential market, brands can possibly attract more than 1 million consumers just by focusing their marketing strategies on China.

According to Statista Digital Market Outlook report data, there are three major factors contributing to this immense growth: high disposable income, fashion trends, coupled with Chinese consumers’ willingness to pay more for high-quality products.

E-commerce: contributing to China’s fashion success story

Following international brands’ success stories in China, it has become essential for them to leverage marketing strategies such as expanding into new territories (e-commerce), social media outreach, collaborations with local artists and designers, as well as more traditional methods such as advertising, have seen huge successes within the Chinese market.

As mentioned earlier, a consequent part of fashion’s democratization and popularity in China is linked to the omnipresence of e-commerce platforms. Now indispensable in Chinese people’s daily life, e-commerce platforms allow consumers to browse millions of fashion items and receive them directly at their doorstep within a few days.

The Chinese fashion market is flourishing, with rapidly increasing revenue. As there are many factors that contribute to the growth of online commerce profits, better quality products, and a shift away from brick-and-mortar stores, the online fashion industry is expected to grow in China by 285.981,4 million U.S dollars by 2025 according to the Digital Market Outlook report.

When looking at the above data, we can see that the dominant segment in terms of fashion on e-commerce platforms is apparel, followed by bags and accessories, and footwear. The apparel segment is in fact also the most promising and engaging one, as trends are always evolving, pushing people to regularly purchase.

What are the newest trends in the Chinese fashion market?

Streetwear and sportswear

Fashion is the avenue for showing one’s personality and values to the world, but few have taken this concept as seriously as China’s Gen-Z consumers. In a survey conducted in 2020 among Chinese consumers born between 1995 and after, 24.3% of respondents indicated that they prefer streetwear brands over more traditional clothes such as suits or gowns, reserved for formal occasions.

This is in fact an interesting shift in fashion choices compared to the older generations who often associated their appearance with class status rather than their fashion style preference. One of the reasons for this change is the COVID-19 pandemic, which made people stay home, so they started dressing in more comfortable clothes.

As you can see above, the trends have been the same during recent years, and are expected to last for years to come as well, even though the styles and designs will be completely remodeled by then.

In recent years, the younger generation has shown interest in streetwear brands, thanks to celebrities and KOLs (Key Opinion Leaders) wearing large clothes, more decontracted and fashionable clothes.

Moreover, some TV shows have also contributed to this phenomenon, with the hip-hop trend, and the Rap of China show. People are also more open when mixing different styles together to create a new one.

Fashion shoes

Fashionable shoes are a must-have in any wardrobe, and it seems that China is no exception. The country’s fashion shoe market size reached around 90.4 billion in 2022 according to reports from the Chinese Customs Bureau of Statistics which noted how quickly these numbers have been increasing over recent years – with 60% being male consumers.

Korean fashion

Thanks to the K-phenomenon (k-dramas and Kpop) Korean fashion is one of the most popular styles in China. The results of a recent survey show that 47% of respondents find the Korean style very fashionable, proving it to be consistently trendy and fresh.

Chinese women are becoming more manly

Women now tend to buy more suits than men do and oversized blazers sales among women have risen 140% in the last year.

Baggy and oversized clothes are among the top 10 search requests among women, and slouchy boyfriend jeans had an 830% increase in sales. This trend is the same in the West, with women experimenting with clothes and wearing more unisex pieces.

Sustainable fashion and second-hand shopping

Years of fast fashion in China had an impact on the environment, and now Chinese consumers are going away from contributing to this problem. They buy less, but they care more about the quality and sustainability of the clothes they purchase.

Some people are increasingly looking for second-hand products and there are more accounts and influencers on social media that start rising awareness about this sector.

People are looking for sustainable solutions in terms of fashion, and brands have been encouraged to follow this phenomenon, raising awareness among Chinese consumers.

Luxury fashion

The revenue in the Luxury Fashion segment amounted to US$106,850m in 2021. The market is expected to grow annually by 4.81% (CAGR 2021-2025). Therefore, as well as for the coming years, the luxury segment was one of the most popular among Chinese consumers, even though smaller luxury brands are now trying to get their piece of the cake.

Traditional Chinese clothing

Today Chinese consumers go back to their origin and culture. “Made in China” is always considered bad quality and ‘lame’, today is a source of national pride and cultural confidence. In the past years, Chinese consumers started wearing clothes from local designers, highlighting Chinese culture and traditions (like patterns from the Qing dynasty, traditional qipao dresses, etc). Called the ‘Guochao‘ trend, the return to origin is one of the hottest trends in China’s fashion sector today.

Chinese designers are getting more recognition and there are more and more of them appearing on the stage of Shanghai fashion week as well as on top fashion magazine covers. They offer traditional clothing with a modern twist, that appeals to younger Chinese consumers.

What are the top fashion brands in China?

Those who now have the opportunity to benefit from China’s economic recovery and rapid growth were in the market since the 90s, developing a sizable local operation with innovative strategies tailored to Chinese consumers.

Top brands — such as Louis Vuitton, Burberry, Prada, Hermès, Chanel, Ralph Lauren, Fendi, Armani, and Nike―take over prime locations at shopping malls or e-commerce sites like Tmall, JD.com, Secoo, WeChat mini-programs. On the other hand, many smaller companies occupy modern-style markets that cater specifically to youth shoppers seeking affordable clothing.

But overall, we can see that 70% of top fashion retailers in China are now Chinese companies, according to China Chain Store & Franchise Association (CCSFA), and over 12% of them have a market capitalization of over $1 billion. Famous domestic brands include Adrian Cheng’s Chow Tai Fook, one of China’s oldest jewelry brands, Lao Feng Xiang, Amer Sports’ owner Anta, Fosun’s Yuyuan Jewelry, and Fashion Group Chow Sang Sang, Chinese sports brand Li-Ning, Foshan Saturday Shoes, etc.

How to sell clothes to Chinese consumers?

Despite being lucrative, China’s apparel market is very tricky when it comes to marketing. The main reason here is that Chinese people are now the ones who make decisions on their own rather than just following the trend. So the strategies should focus not only on what might attract them but also consider everything that might cause the adverse effect.

Beware of causing a scandal

You have to know that every single marketing campaign will be a challenge. There are many foreign clothing brands in China that used to do really well in this market and then failed completely because of one disappointing campaign. For example, these brands (which are extremely popular in China) have made a flop because of scandals:

• Balenciaga for a scuffle with a Chinese shopper
• Versace, Coach, and Givenchy for designing T-Shirts with implications of Taiwan, Macau, and HK being independent states
• Swarovski for considering Hong Kong as a separate country
• Dolce & Gabbana with its advertising campaign and even more outrageous reaction to the Chinese protest

Understand the shopping behaviors of your target audience

When targeting Chinese consumers, you have to keep in mind their prerequisites and main criteria of selecting products to buy.

For example, as we can see from the above chart, the first thing consumers will focus on is the appearance and design of your fashion products. Then, word-of-mouth is also extremely important in China, as Chinese consumers will mostly rely on their friend’s recommendations than on ads for example.

You can also notice that Chinese consumers are much more cautious about the environment, trying to change their daily consumption and purchasing more sustainable products. Thus, a leverage point could be to take a strong position on social and environmental issues, as this is very much demanded by the younger generation.

The Chinese audience is very easy to lose, be careful not to disappoint them

Chinese people can be very patriotic and sensitive at the same time, so do not imply any political point of view when promoting your products (as we have seen earlier with some famous scandals). Don’t underestimate domestic brands as they benefit from localized strategies, and now also from the new trend.

They have a lot of brands to choose from, so if you are not innovative or trendy enough, they won’t even look at your products. The market is huge, your brand will be one among thousands, try to be creative and plan your marketing strategy in advance according to their needs and expectations.

So what are the most sensitive topics now that can hinder a fashion brand from reaping the rewards in China?

• Chinese culture peculiarities
• Chinese living standards
• Chinese habits as well as fashion trends
• China-USA trade conflict
• Any subjects related to Hongkong, Macau, or Taiwan being independent of China

What can be done to avoid these mistakes?

• Checking the political news and being aware of the current situation
• Doing market research is essential!
• Getting a cultural insight (there is a number of superstitions in China and character-related misunderstandings that a foreign brand can flip over). So you should work with native Chinese to know what you should or should not do in China, as well as correct you (to avoid any misunderstanding in terms of meaning).
• Getting a local expert to make amendments to your strategies

How to get started and sell your fashion products in China?

Once you know all that, you can start to market your fashion brand in China. However, even that is not plain sailing and should be well structured and done with great precision.

You need to start with a branding strategy so that people start recognizing your brand and its products. Focus on your visibility, e-reputation, and brand awareness. To do so, you have to be visible on the most used websites and apps in China: Baidu, Weibo, WeChat, Douyin, Xiaohongshu, as well as e-commerce platforms, etc.

Betting on digital to get into China’s fashion market

The importance of having an online presence has never been greater with the rise in e-commerce. Brands such as Uniqlo and Guerlain have made a strategic shift to focus on their digital marketing, knowing that is their leading market.

As we can see from McKinsey State of Fashion 2021, the biggest opportunity for fashion brands is digital. Foreign brands that want to enter and target the Chinese market should heavily rely on digital tools: not only it is easier and faster (if you know how to do it), but it is also much more efficient, attracting a lot more people.

Website in Mandarin Chinese: a must-have for credibility

Creating your own website in Mandarin Chinese is the best way to establish and sell as well as build long-term brand recognition. This option can be very beneficial for those looking at selling clothes over the internet because it builds up their credibility, especially in China where many customers are searching online!

Create an online presence on Chinese social media platforms

As mentioned all along in this article, being visible online is key if you want to target Chinese consumers. Therefore, having just a Chinese website is not sufficient: you will need to create professional accounts on the most popular social media in China as well.

WeChat (微信): China’s leading social app

With more than 1.2 billion monthly active users, WeChat is the most popular app in China. Even though it was at first a messaging app, the app released under the giant Tencent in 2011 quickly became a vast ecosystem of services. Nowadays, WeChat is a must-have for every citizen and business as it became a new player in the e-commerce industry.

With WeChat, you can post articles about the latest fashion trends to keep your customer’s wardrobes up-to-date. You are also able to share posts and run mini-programs that allow customers to have a more interactive shopping experience by seeing what they’re missing in their closets or adding some new items to them.

It is no surprise then, that brands like Louis Vuitton, Prada, or Gucci use this app as an essential marketing tool for connecting with shoppers on such a personalized level.

One key point is creating an Official Account as soon as possible – if not sooner than later – which can be quite daunting at first glance because there are many steps involved with setting one up correctly. But luckily, our team has all sorts of tricks up its sleeve so no need to fret over making frequent mistakes during setup anymore! Not only will we make sure that every step is accounted for, but we will also make sure to help you manage your account.

Weibo (微博): one of China’s most popular and powerful social media

Launched in 2009 by the Chinese technology company Sina Corporation (新浪), Weibo (微博) is one of the biggest social media platforms in China. As its name indicates (“micro-blog”), Weibo provides micro-blogging services and is often compared to Twitter. However, it has evolved into a microblogging hybrid with Instagram, Pinterest, Reddit, and YouTube over the years.

Almost all the fashion brands in China have a Weibo account on which they can share content with their followers, as well as promote their brand and new collection.

Weibo will give you access to a huge Chinese audience and give you more prospects for marketing. This step is very important for creating an image that you want to have, how you want them to remember you, and to show your fashion brand’s specific traits. However, this is just a preparatory task. Your website or official accounts on Wechat and Weibo will be of use only if Chinese consumers can find you and think it is worth it.

Xiaohongshu (小红书): the Chinese Instagram

Xiaohongshu, or Little Red Book, is one of the trendiest platforms of last years and is often compared to Instagram in terms of content and audience. It’s mostly focused on user-generated content, where people (mostly young women), share their tips and reviews of products and services.

It’s a great platform for building a brand and gaining a good reputation and word-of-mouth marketing, especially for fashion and beauty brands. Xiaohongshu is also the most popular platform when it comes to influencer marketing, and those influencers can help you build a name for yourself in just one day if you’re lucky.

Douyin: Short videos to promote your brand and display your products

Douyin has only a few-year history and is already one of the most popular platforms in China with over 500 million active users every single day.

Douyin is an app with short videos on various topics. It is a very good way for Chinese people to relieve their stress. Short videos are perfect for that and can be browsed through anywhere. What is also interesting is that now Douyin offers a chance to open a store. So an influencer can redirect your potential customer straight to your store.

Collaborate with Chinese influencers

Fashion trends are changing very fast here and it is important to stay in tune to have some guidance at a proper point in time. So it is very convenient to follow a KOL (Key Opinion Leader) to keep pace with the changes.

Some of the influencers might have a very narrow specialization which gives a chance for better targeting. Some influencers have a very tight connection with their followers so they will only recommend something good to their fans, to get consumers’ trust. The general rule here is that a good influencer will harmonize with your brand and make it more “appealing” to the customer.

Influencers are present on all platforms. They have a lot of followers on WeChat, Weibo, Douyin, Little Red Book, etc. Thus, they can have a huge impact on your sales as well as on ROI. Partnering with KOLs is crucial in China, but choosing the ones who will be able to share your brand’s story with viewers is the most important point. If you are looking for KOLs, do not hesitate to contact us and we will help you.

Enter the Chinese e-commerce world

As mentioned earlier, e-commerce is the way to go if you want to market your fashion brand in China. In 2017, China’s e-commerce revenue came in at 299 billion U.S. dollars across five lucrative segments – up from the 138 billion recorded in 2009 when it was just one segment (online retail).

With the increasing digitization of Chinese society and the internet penetration coupled with GDP growth, these numbers are only expected to increase exponentially until 2025.

Moreover, as we can see from the above graphic from Statista, the most lucrative market in terms of revenue is the fashion industry, which is expected to account for 420.6 billion US dollars by 2025.

Now as the current health crisis in China will boost digitalization, consumers are not going to stop buying luxury goods. In fact, for high-end retailers like Richemont and Burberry, China represents more than 40% of their sales, so it is crucial for them not to lose this market. To do so, they decided to team up with Tmall, which has become one of the most popular sites for these fashion lovers thanks to its wide variety of products from fashion brands.

Alibaba Group: Taobao, Tmall or Tmall Global?

A lot of Chinese are shopping on Taobao, however, Taobao is only for small brands and individuals, more amateur and less professional. Generally speaking, it is a C2C platform.

For you, as a highly reputed apparel brand, it is advisable to penetrate Tmall and Tmall Global for bigger sales in the future.

Tmall Global is an easier option because it is specifically designed for foreign brands to sell their goods directly without a Chinese business license. However, it is an expensive way to sell apparel in China.

• You have to apply in advance so that they check your reputation and how well-known you are (that’s why working on your reputation is crucial)
• After paying the deposit, you will be able to work on your store design and management and open it to the public
• When you start getting potential clients, you can communicate with them directly through the platform
• Then, you can start to attract a wider audience.

Tmall Global, JD Worldwide, VIP Shop, and Kaola are the best cross-border platforms if you want to enter the Chinese market.

Do you want to enter the Chinese fashion market? Contact us and we will help you achieve your goals!

The Chinese fashion market is one of the most promising in terms of opportunities, both for smaller companies like startups, but also for larger international brands. However to succeed you will need to do a lot of research beforehand as well as be prepared to complete the application process before selling your goods on e-commerce platforms which can be difficult and time-consuming.

That’s why working with specialists who have experience navigating this potentially daunting task could make all the difference between success and failure.

Working with an agency that has both western and Chinese points of view like Gentlemen Marketing Agency can help you overcome the pitfalls of the Chinese market. Our agency has accompanied many companies entering the Chinese market through Tmall, JD.com, Kaola, Vip.com, Taobao, Pinduoduo, Xiaohongshu, etc.

Proud of the success of the companies that have contacted us, our experts are ready to help any company willing to do business in China. So, if you are interested in doing business in China, do not hesitate to contact us and we will reply within 24 hours.

This guide is your shortcut for understanding what the Chinese consumer really wants, and using strategies that works in 2024 Chinese F&B Market.

Ready to make your bottled water brand a household name in China? Let’s dive in and explore how you can turn these insights into your next big win.

Quick Summary

• Rapid Market Growth: China’s bottled water market has been growing at an average rate of 9.5% annually, driven by economic development, higher incomes, and an improved living environment. The market reached a value of $32.6 billion, making it highly competitive.
• Consumer Preferences: The majority of the Chinese population prefers bottled water over tap water due to concerns about pollution and health. This preference has led to China surpassing the United States as the world’s largest bottled water market in terms of sales volume.
• Market Segmentation: The bottled water market in China is primarily divided into three segments: mineral water (91% market share), sparkling water (7%), and flavored water (2%). Mineral water is the most consumed, while sparkling water is the fastest-growing segment.
• Purchasing Channels: Despite the rise of e-commerce, most Chinese consumers still purchase bottled water offline, in supermarkets or commercial centers. However, online sales are expected to increase, with projections indicating that 9.6% of bottled water will be purchased online by 2023.
• Competitive Landscape: The market is dominated by domestic brands, with Nongfu Spring leading with over 26% market share. International brands are also making inroads by partnering with domestic players and are often perceived as premium options.
• Marketing Strategies: Successful marketing and communication strategies focus on promoting a healthy lifestyle and leveraging digital channels. Social media platforms like WeChat and Weibo are crucial for engaging with consumers and building brand awareness.
• Challenges and Opportunities: Foreign brands face challenges such as cultural differences, distribution channels, and local regulations. However, there are significant opportunities due to the growing health consciousness among consumers and the demand for high-quality bottled water.

The Bottled Water Industry in China

Bottled water is popular in China as it has a variety of benefits, including being free from bacteria and other harmful substances that may be found in tap water. In recent years, bottled water sales have increased due to the growing awareness of quality drinking water. If you go to China one day, the majority of the Chinese population will say that they never drink tap water as it is too polluted and harmful for their health. With a growth of 5% over the past decade and over 9% annually by 2021, this phenomenon is not going to end soon.

Surpassing America in 2013, China is now the world’s biggest bottled water market in terms of sales volume, reaching 208 billion RMB ($32.6 billion) in 2019, with a yearly increase of 9.5%. According to The Economist, China has experienced an increase from 19 billion to 37 billion liters of bottled water between 2010 and 2015.

Moreover, according to Statista, China was forecast to grab 20% of the world’s market in terms of bottled water consumption.

Therefore, it is also estimated that by 2025, 18% of spending and 9% of volume consumption in the bottled water segment will come from out-of-home consumption (in bars and restaurants for example).

Why is bottled water this popular in China?

With revenues that have skyrocketed in just twenty years, Chinese consumers’ shift in consumption has greatly contributed to this phenomenon. The penetration of bottled water in China now stands at a rate of 15%, the market is still a great opportunity for players who wish to expand their activities overseas.

The three main reasons of bottled water’s sucess in China

• Water pollution & food and beverage scandals

Water pollution played an important role in the growth of the market. Indeed, although the Chinese government reassures individuals about the quality of water in the largest cities, residents are still reluctant to drink tap water. Therefore, they prefer to buy bottled water which is considered of higher quality and more secure in terms of health.

• The emergence of the Chinese middle class

The emergence of the Chinese middle class has contributed to the growth of the market with an increase in wages, but also by its changes in expectations and consumption behaviors. They are now ready to spend a few more yuans in order to buy qualitative water.

• The benefits of water

China’s general health awareness has enabled the market to grow rapidly and to become a prominent player in the beverage market, health interest is growing rapidly in China and the benefits of mineral water are increasingly appreciated by individuals.

There are Three Leading Segments in the Chinese Market

Mineral water: It represents 91% of the bottled water market share. Mineral water is the most consumed type of water, from children to elderly people, Chinese consumers are reassured about it.

Sparkling water: even though it has only 7% of the market share, it’s the best growing sector in recent years. For example, one of the most popular sparkling water in China is Genki Forest.

Flavored water : 2% of the bottled water market share, however this segment is expected to grow in the future. For the moment, Chinese consumers will prefer to buy juice or soda, instead of flavored water.

Where are Chinese consumers purchasing their bottled water?

Even though Chinese consumers are spending much more time on e-commerce platforms, the majority of them are still purchasing their bottled water offline, in commercial centers or supermarkets for example.

However, it is also important to take into account that online sales are increasing over the years, and it is expected that 9.6% of bottled water will be purchased online by 2023.

China’s Competitive Water Market Landscape

The market-leading brands account for more than half of the total market in China and the industry is largely dominated by domestic players. The leading company in the market is Yangshengtang Co. Ltd. with Nongfu Spring (农夫山泉), followed by China Resources Enterprise Ltd, and its bottled water brand called Cestbon.

China is also attracting more and more international brands such as Coca-Cola, Danone, and Nestlé, which, in order to integrate the market, have joined forces with domestic players to develop their activities. In general, foreign brands are considered premium water, which attracts even more Chinese consumers.

As a matter of fact, urbanization has pushed people to reconsider their consumption and to aspire to have a better quality of products. Foreign brands are generally perceived as a guarantee of quality in many fields in China, as a result of increasing health awareness. Moreover, China had quite some scandals in terms of food and beverages (milk formula scandal in 2008, Nongspring polluted water a few years ago, etc.) which explains why they tend to rely on foreign brands.

What are the most popular bottled water brands in China?

In terms of bottled water, the Chinese market is indeed dominated by a few brands that have been able to gain Chinese consumer’s trust.

As of 2018, Nongfu Spring had a market share of over 26%, while its closest competitor C’estbon had 21.3% of the market share, followed by Ganten and its 10.1%.

However, even though the market was for a long time dominated by domestic brands, multinational beverage corporations, such as the brand Ice Dew (owned by Coca-Cola) were also able to grab a part of the Chinese market.

What are the challenges for brands in the Chinese water market?

Marketing and communication are playing a prominent role in the success of a brand. In the bottled water market, marketing campaigns have allowed the industry vehicle a picture of trendy and healthy products, advocating a ‘Healthy Lifestyle’.

Individual concerns about the risks of water contamination are a real opportunity for international brands. Indeed, many brands are pointing out the fact that they are eco-responsible, aware of their environmental impact, etc. Thanks to this kind of campaign, Chinese consumers perceive water as a healthier alternative to juice and other beverages.

Many of you might be wondering how to attract Chinese consumers? In fact, the design of your bottle is also a key factor of success. The more attractive your bottle will be, the more people will look at it and potentially buy it.

Promoting its brand in China requires understanding the market’s structure and the environment in which it operates. Many foreign companies have failed in China because they wanted to impose their Western strategy on the market or habits and environment that are hardly transposable in China.

Water brand should bet on digital channels to develop their reputation in China

The impact that social networks have on individuals is tremendous, and brands should seize this opportunity in order to conquer the Chinese market. With more than 989 million Internet users, China is one of the most digitalized countries in the world.

Internet users have the opportunity, through these applications, to be part of different communities, groups, follow the news, follow their favorite brands, buy online and share content. WeChat and Weibo are the two main media you will have to focus on in order to promote your bottled water brand in China.

Social media in China

Social networks have the advantage to interact directly with your followers and potential clients. It allows a sort of proximity with your Chinese consumers. Sharing content is also a way to gain visibility and satisfy the curiosity of users.

Explaining to consumers the benefits of your brand and your products through social media is a good way to gain popularity as well as to develop your brand awareness.

WeChat

As the most popular social media in China, WeChat has more than 1.2 billion users. Thus, if you want to sell your bottled water in China, WeChat is a powerful tool to develop your online presence as well as develop your business in China. You’ll be able to reach a wide audience, by posting content, replying to consumers, post pictures, etc. Moreover, you’ll be able to create H5 brochure, which is highly appreciated by Chinese consumers.

You can also partner with KOLs to promote your brand as they have a lot of followers that are ready to purchase the same things as them.

Increase and optimize your visibility with your Chinese website

Being visible online is a necessity if you want to develop your visibility among Chinese consumers. To adapt to the requirements of the Chinese market, you’ll have to create a Chinese website, with the “.cn”. As mentioned earlier, Chinese consumers are doing a lot of research about brands that they are not familiar with. Thus, your website is the showcase for your company and your products: the visuals and information that will be published will have to be of high quality in order to attract the interest of your potential consumers.

To increase your visibility, hosting your website in China seems one of the optimal solutions to appear in the best search results of the search engine leader in China: Baidu.

Search engine optimization is the basis to understand and adapt to consumers’ behavior, as 70% of them will use Baidu to search online.

E-commerce in China: A big step to increase your sales

China is the world’s largest e-commerce market. Chinese customers like to purchase their products online, as there are more than 989 million internet users. In 2022, B2C e-commerce sales are expected to surpass 956 billion U.S. dollars in revenues. Actually, in China, we have a lot of e-commerce platform but the most popular is Tmall, JD.Com, Taobao and so on. If you want to increase your sales or become more visible online, you have to set up a Tmall store or JD.com Store. If you want more information, you can contact us directly.

The Balance Case Study: Australian Water

Balance is an Australian water brand focusing on the health benefits of the local flora. The water brand infused in subtle ways indigenous plants so that the taste of the water. The brand is growing quickly around the world and they chose GMA to promote their water in China. Their product is a great product, especially for China that has been hurt by many scandals and where tap water can not be consumed. It is also a great market because more and more people are paying more attention to their health and are ready to spend money on qualitative products.

However, having a great product and selling in China are two different things and that is why Balance Australian Water needed-us to promote its products to Chinese distributors and Chinese consumers. The main challenge for Balance Australian Water is that Chinese distributors are not looking for products but for a brand since it is easier to sell. Therefore, marketing the brand to the public has double benefits: Get a wider coverage of your water brand in the general public and the interest of Chinese distributors. In order to promote the brand, we have to work on e-reputation and visibility.

Our first step was to create Balance Australian Water a presence on Social Media: Wechat and Weibo and make sure they rank on Baidu with tools such as PR, Q&A, a Baike Account etc

Results

•  + 8000 Followers on Wechat
• Wechat H5 shared in +200 groups
• 5 keywords ranked on Baidu 1st page
• Weibo +200% Views
• Weibo +20k followers
• 5PR /month
• Exhibition with PR on 30 media Outlets
• Co-Branding with multiples Brands/Coffee shop (ex: Oatly)

Gentlemen Marketing Agency to Help you Sell your Bottled Water in China

Our agency is born out of our passion for the web, digital marketing, and business in China. Located in Shanghai, Gentlemen Marketing Agency is positioned and focused on the Chinese Market (Food & Beverage )

With our experience in many different industries, we understand the issues and opportunities foreign brands have to face when entering the Chinese market. We can help you achieve your goal and get started in the Chinese market, as well as help you use the right techniques to take care of your Chinese customers.

New: We have a New Solution to Connect with 80 000 distributors in China. (It is for medium & Large Brands)

Contact us to get this Solution.

Read also:

• Honey market in china: great opportunity
• Sell Water in China

You can also read our Strategic Guide to Export Food Brands in China