Forget what works in the West — China is a different game with different rules. Here’s what’s actually working on the ground in 2025.

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1. “If it’s not video, it doesn’t exist.”

China is a video-first economy — full stop. From Douyin (TikTok’s big brother in China) to Kuaishou, video isn’t just content — it’s currency. Whether you sell fashion, food, or fintech, if you’re not showing it in motion, you’re invisible.

Example:
A skincare brand that relied on static posts on WeChat saw zero traction. The moment they launched 15-sec Douyin challenges and Kuaishou behind-the-scenes videos, sales skyrocketed. The message: “Show, don’t tell.”

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2. “Chinese People don’t trust brands. They trust people.”Marcus Zhan GMA

Explanation:
Forget polished ads — Chinese consumers want real stories from real users. Testimonials, UGC (User-Generated Content), and micro-influencer reviews outperform corporate messaging.

Example:
A new coffee brand partnered with everyday office workers to share their morning coffee rituals on Xiaohongshu (RED). The result? A 15% jump in brand mentions, all organic.

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3. “RED (Xiaohongshu) isn’t just a social app — it’s Chinese people lifestyle .”Philip GMA

Explanation:
If you’re not on RED, you’re not in the conversation. It’s where purchase decisions are made, especially for lifestyle, beauty, travel, and F&B. Think Instagram + Tripadvisor + Amazon reviews in one app — but more powerful.

Example:
A boutique hotel in Chengdu got fully booked for 6 months after lifestyle KOCs (Key Opinion Consumers) shared aesthetic reviews on RED.

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4. “Livestream or die: China shops LIVE.”

Explanation:
Livestream isn’t just about selling — it’s about entertainment, storytelling, and building trust. People spend hours watching livestreams like they would Netflix — but ready to buy in a second.

Example:
A fashion brand sold out their entire Spring collection in one livestream session on Taobao Live, hosted by a fun, relatable KOL who answered live questions and tried on clothes in real time.

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5. “Chinese KOLs (Key Opinion Leaders) don’t just influence — they create.”Olivier VEROT

Chinese KOLs are co-creators. They don’t just post about your brand — they reinterpret it for their audience. If you give them freedom, they give you sales.

Example:
A global sneaker brand let a niche KOL design custom limited-edition colorways. Sold out in minutes. Because when KOLs put their name on it, fans buy.

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6. “Douyin’s native ads are stealth bombs — you don’t see them coming.”

Explanation:
Forget banner ads — native ads on Douyin look and feel like organic content. Seamless. Powerful. They blend into the scroll, hitting users before they realize they’re being sold to.

Example:
A new food delivery app launched a challenge with Douyin native ads, getting 5M+ impressions in days — because people thought it was just another fun video, not an ad.

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7. “In China, AI is not the future — it’s now.”

Explanation:
From AI-generated avatars hosting livestreams to smart chatbots closing sales, China is already deploying AI at scale in marketing. AI helps brands personalize, automate, and hyper-target like never before.

Example:
A cosmetics brand uses AI influencers to do 24/7 livestreams — no sleep, no breaks. Result: 20% increase in conversion rates, because there’s always someone “live” to sell.

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China isn’t just a market — it’s a universe. Play by its rules, or don’t play at all.

If you’re ready to crack China, remember: think video-first, trust real people, and embrace AI. Anything less, and you’re just background noise.