Digital Marketing in China - specifics and strategies

For Digital Marketing in China - specifics and strategies we recommend: Basic knowledge of digital marketing; Experience in running marketing campaigns; General knowledge of the Chinese market.

The training lasts 2 days and is available in online and on-site format. Sessions run from 9:00 AM to 4:00 PM. We can also customize the schedule to fit your team's needs.

This training is designed for: Marketing professionals planning to expand into the Chinese market; Managers responsible for international strategies; Employees of companies working with Chinese partners.

Chinese digital ecosystem is largely independent of Western platforms — Google, Facebook, Twitter, YouTube, and Instagram are blocked by the Great Firewall. Companies must use Chinese platforms: WeChat (1.3 billion users, 'app of everything'), Weibo (microblogging), Douyin (Chinese TikTok), Baidu (search engine, 70%+ market share), Tmall and JD.com (e-commerce), Bilibili (video streaming for younger demographic). Each platform has unique algorithms, content formats, and engagement patterns.

Top platforms 2026: 1) WeChat (Tencent) — Official Accounts, Mini Programs, WeChat Pay, Channels (short video). 2) Douyin (ByteDance) — short video and live commerce, dominant for Gen Z/millennials. 3) RED/Xiaohongshu — lifestyle and KOL marketing, especially for premium products. 4) Tmall and JD.com — e-commerce flagship stores, must-have for B2C. 5) Baidu — SEO and SEM, dominant search engine. 6) Bilibili — long-form video for tech and entertainment niches. 7) Weibo — public discourse and influencer marketing.

KOL (Key Opinion Leader) marketing is the dominant influencer marketing model in China — KOLs (top tier, 1M+ followers) and KOCs (Key Opinion Consumers, micro-influencers, 10-100K followers) drive 70%+ of consumer decisions in beauty, fashion, F&B, and lifestyle categories. Unlike Western influencer marketing, Chinese KOLs often co-create products, host live commerce sessions (livestreaming + e-commerce), and have direct sales attribution. Top KOLs like Austin Li ('Lipstick King') sell millions of dollars in single livestreams.

Foreign companies must navigate: 1) ICP License (Internet Content Provider) — required to host a website on Chinese servers. 2) ICP Filing (备案) — basic filing for non-commercial sites. 3) PIPL (Personal Information Protection Law) — Chinese GDPR-equivalent, effective Nov 2021. 4) CAC (Cyberspace Administration of China) approvals for cross-border data transfer. 5) Specific licensing for fintech, healthcare, and education content. 6) Algorithm filings under 2023 Generative AI rules. Working with Chinese partner agencies (or WFOE) is typically required.

Target audience: 1) Marketing managers in companies expanding to or already operating in China. 2) E-commerce specialists managing Tmall/JD storefronts. 3) Brand managers entering APAC markets. 4) International business consultants advising clients on China entry. 5) Founders of cross-border e-commerce businesses. 6) PR and communication specialists in international corporations. Prior digital marketing experience in Western markets is helpful but not required.