8 Things you need to know about Chinese digital consumers

China has become the world’s largest digital marketplace, with over 900 million active online users. As a result, understanding the preferences and behaviours of Chinese digital consumers has become increasingly important for businesses seeking to enter or expand in the market. Here are eight things you need to know about Chinese digital consumers.

1. Mobile First

Mobile is the primary way Chinese consumers access the internet, with over 98% of Chinese internet users accessing the internet via their smartphones. This has led to the development of a range of mobile apps and services that cater to consumer needs, from e-commerce to food delivery to social media.

2. Social media is key

Social media is an essential part of daily life in China, with platforms like WeChat, Weibo, and Douyin (TikTok) dominating the market. Brands can leverage these platforms to reach consumers and build relationships, as well as conduct e-commerce through social commerce features.

3. E-Commerce dominates

China’s e-commerce market is the largest in the world, with total online sales expected to reach $2.4 trillion by 2024. E-commerce platforms like Alibaba’s Tmall and JD.com dominate the market, and consumers are increasingly shopping online for a wide range of goods and services.

4. Quality is key

Chinese consumers are increasingly discerning when it comes to quality, particularly when it comes to food, health, and safety. They are willing to pay a premium for products that they trust and are perceived as high-quality.

5. Branding matters

Brand recognition is important to Chinese consumers, particularly when it comes to luxury goods and foreign brands. Brands that are well-known and have a strong reputation are more likely to be trusted and purchased by Chinese consumers.

6. Influencers are influential

Influencer marketing is a popular strategy in China, particularly on social media platforms like WeChat and Weibo. Brands are leveraging the power of KOLs (key opinion leaders) and online celebrities to promote their products and services, and build trust and credibility with Chinese consumers.

7. Personalisation is expected

Consumers in China expect personalised experiences, particularly when it comes to e-commerce. They want tailored recommendations, customised offerings, and personalised communications from brands.

8. Online reviews matter

Online reviews and recommendations hold significant sway with Chinese consumers, particularly for e-commerce purchases. Brands that have positive reviews and ratings are more likely to be trusted and purchased by consumers in China.

In conclusion, understanding Chinese digital consumers is crucial for businesses seeking to succeed in China’s digital marketplace. From mobile-first behaviours to social media dominance to the importance of quality and branding, Chinese digital consumers have unique preferences and behaviours that brands must understand and cater to. By adapting their strategies to meet the needs of Chinese consumers, brands can build stronger relationships and gain a competitive edge in the market.