Why Companies Should Market to the Chinese Audience

Written By Shutong Liu

As businesses seek growth opportunities in a competitive global marketplace, one audience consistently stands out for its immense potential: Chinese consumers. Whether within China or among the Chinese diaspora overseas, this consumer group exhibits unique behaviors, platforms, and preferences that set them apart from Western audiences. For companies eager to tap into this lucrative market, understanding the nuances of marketing to the Chinese audience is essential.

The Spending Power of Wealthy Chinese Consumers

Chinese consumers are among the world’s most significant spenders, with a rapidly growing middle and upper class. According to McKinsey & Company, China’s middle class is projected to grow to nearly 550 million people by 2025, accounting for a large percentage of global consumption. Furthermore, Chinese luxury spending accounts for 46% of the global luxury market, making it a crucial audience for premium brands.

Wealthy Chinese consumers are particularly influential in industries such as luxury goods, travel, beauty, and technology. For example, Chinese travelers were responsible for $255 billion in global tourism spending in 2021, according to Statista, highlighting their global economic impact. This affluent consumer base is eager for high-quality products and experiences, but businesses must tailor their approach to effectively capture this market.

Chinese Consumers’ Unique Information Sources

Chinese consumers rely on specific platforms to inform their purchasing decisions, and these differ vastly from those in Western markets. Unlike audiences in the U.S. or Europe who turn to platforms like Instagram or Facebook, Chinese consumers prioritise native social media channels.

One of the most influential platforms is rednote (also known as Xiaohongshu or redbook), a hybrid of Instagram, Pinterest, and a shopping platform. Rednote has become a trusted digital word-of-mouth tool, with users sharing authentic reviews, recommendations, and experiences. This reliance on peer-driven content makes rednote a goldmine for brands aiming to build trust and visibility.

Even for Chinese communities overseas, platforms such as WeChat, Weibo, and Douyin (China’s version of TikTok) dominate how they discover and engage with brands. Businesses that ignore these platforms in favor of Western counterparts risk alienating this highly influential audience.

Different Ways Chinese Consumers Consume Information

The Chinese audience consumes content differently compared to their Western counterparts, and businesses must adapt their marketing strategies accordingly.

  • Preference for Live Video and Personal Vlogs: Live streaming and vlogging are particularly popular in China, with platforms like Douyin and Kuaishou dominating this space. According to a 2022 report by iiMedia Research, live commerce sales in China surpassed $300 billion and are expected to grow further. This demonstrates that Chinese consumers are highly responsive to interactive and engaging formats.

  • Cultural and Language Barriers: A one-size-fits-all content strategy won’t work for the Chinese audience. Beyond translation, brands need culturally relevant messaging, visuals, and storytelling to resonate with this market.

To succeed, companies must avoid blindly reusing content created for Western audiences. Instead, they should craft culturally tailored campaigns that incorporate elements like storytelling, social proof, and direct engagement with influencers (known as Key Opinion Leaders or KOLs).

RedVision: Your Partner for Success in the Chinese Market

At RedVision, we specialise in helping brands bridge the gap between Western and Chinese audiences. With our expertise in cultural nuances, language adaptation, and platform-specific strategies, we provide tailored advice to ensure your offerings succeed in the Chinese market.

Our services include:

  • Cultural marketing strategy development

  • Social media platform management (rednote, WeChat, Douyin, and more)

  • Influencer collaborations with KOLs

  • Localised content creation and translation

The Chinese market is lucrative but complex. With the right approach and a deep understanding of consumer behaviour, companies can unlock unexplored opportunities. RedVision is here to guide you every step of the way.

Conclusion

Marketing to the Chinese audience is not just about accessing a new customer base; it’s about tapping into a culture with distinct preferences, behaviours, and platforms. By recognising the spending power of Chinese consumers, understanding their unique social media ecosystem, and tailoring content to their preferences, businesses can position themselves for success in this dynamic market.

With RedVision as your partner, you can navigate these complexities with confidence and build a strong, lasting connection with Chinese consumers.

Shutong Liu