There’s a certain irony to global headlines declaring the “end” of the China growth story. The same market that once represented boundless opportunity is now the subject of anxiety-laced boardroom conversations. Slowing GDP. Real estate drag. Youth unemployment. You’ve read the headlines.

But the brands on the ground? The ones actually navigating day-to-day consumer behavior in China? They’re not packing up—not yet.

They’re adapting.

Because while it’s no longer business-as-booming as it was in 2015, China remains one of the most influential consumer economies on the planet. The growth may be slower. The game may be harder. But the rewards? Still worth it—if you know how to play.

Let’s unpack whether China’s retail market is still worth your time, your budget, and your brand-building energy in 2025.

Slower Growth Doesn’t Mean No Growth

Yes, the Economy Is Cooling—but Spending Hasn’t Frozen

China’s GDP growth is moderating, and yes, consumer sentiment has taken a hit. But retail sales (from January to February 2025)  grew by 4.0% year-on-year.

Even sectors that took a dip—like beauty, fashion, and home decor—are stabilizing or rebounding with more selective, value-driven purchasing.

Consumption Is Becoming Smarter, Not Smaller

Chinese consumers are:

• Spending more time researching before they buy
• Focusing on durability, authenticity, and health
• Leaning into local brands—but still open to global ones with purpose

What we’re seeing is not a collapse—rather a correction.

Some Brands Are Leaving—But Many Are Doubling Down

The Retreat Isn’t as Widespread as It Seems

Yes, some global brands have exited or downsized in China. But the list is shorter than social media makes it seem. And often, it’s not the market—but internal strategy misfires that lead to the exit.

Image: Lululemon’s ‘Together We Grow’ campaign

Take Forever 21 or Old Navy—both struggled due to poor localization, not consumer rejection. Contrast that with Lululemon and Costco, which are scaling stores and seeing record engagement through localized marketing and premium positioning.

Image: Chinese social media users striking a pose in front of the Costco Storefront logo

The Winners? They’re Playing the Long Game

Brands still winning in China today:

• Prioritize brand building over deep discounts
• Invest in private traffic (WeChat, RED) to build loyalty
• Adapt SKUs, messaging, and pricing to local preferences

According to Bain, over 65% of surveyed brands plan to increase digital spend in China over the next 12 months.

Where the Opportunities Are Now

Lower-Tier Cities = Underrated Goldmines

Saturated in Tier 1? China’s Tier 3-5 cities still offer:

• Cheaper advertising
• Loyal followings
• Growing disposable income

Image: Anta Sports

Retailers like MINISO and Anta Sports are thriving in these areas by adjusting store formats and product lines.

New Luxury & Wellness = Rising Demand

Even amid caution, Chinese consumers are investing in:

• Niche fragrances and skincare
• Home wellness and smart appliances
• Boutique fashion with cultural storytelling

Final Thoughts – Stay, But Stay Smart

The question isn’t really “Should we leave China?” It’s “Are we willing to evolve fast enough to keep up?”

There’s still money on the table—just not for those stuck in 2018.

Brands that will win in China’s new retail era are those that:

• Ditch copy-paste global strategies
• Commit to long-term storytelling and brand trust
• Embrace local culture and community-based marketing

Digital Crew works with global brands every day to do exactly that.

Let’s help your brand stay relevant, profitable, and proudly present in China. Contact Us

The post China’s Retail Market Outlook Stay the Course or Pivot appeared first on Digital Crew.

There was a time when the words “Chinese middle class” meant one thing: explosive spending. Imported luxury handbags, overseas travel, high-end dining—it was all fair game. Global brands had a golden ticket to one of the fastest-growing consumer markets in history.

But times have changed. Fast.

Today’s middle-class consumers in China are more calculated, selective, and value-driven than ever before. Economic shifts, digital transformation, and evolving cultural attitudes have reshaped the way they spend. Brands that rely on old playbooks—assuming endless demand for premium pricing—are in for a rude awakening.

So, what’s driving these changes? And what does it mean for brands trying to win in China? Let’s break it down.

H2: Why the Chinese Middle Class is Becoming More Selective

Once fueled by rapid wealth creation, real estate booms, and skyrocketing incomes, China’s middle class is now facing a more complex reality.

H3: The Real Estate Effect

For years, property ownership was the cornerstone of middle-class wealth. But with China’s real estate sector cooling and household debt rising, consumers are feeling more cautious. According to McKinsey’s China Consumer Report 2024, nearly 60% of urban middle-class households are prioritizing savings over discretionary spending.

Key Stat: Household debt in China reached a record high of 62% of GDP in 2024, impacting discretionary spending (Source: People’s Bank of China).

H3: Smart Spending Over Flashy Purchases

Luxury spending isn’t disappearing—it’s just becoming more strategic. The rise of “rational luxury” means consumers still value high-end products, but they’re more mindful about when and where to splurge. Gen Z and millennials now prefer brands that offer exclusivity, sustainability, and long-term value over just status symbols.

Lululemon has thrived in China by shifting from status-driven marketing to a lifestyle appeal. Instead of focusing on luxury, they promote sustainability, wellness, and long-term value—resonating with Gen Z and millennial consumers.

H2: The Digital-First Shopping Mentality

One of the biggest shifts in middle-class spending? E-commerce is no longer just an option—it’s the default.

H3: The Rise of Social Commerce

China’s middle class isn’t just browsing—they’re actively engaging with brands on platforms like RED (Xiaohongshu), Douyin, and WeChat.

• A 2025 report reveals that 45% of users discover new products and brands through Xiaohongshu, while 43% use it to learn about products they are considering purchasing.
• Private traffic (brand-owned customer databases) is growing as a cost-effective way to maintain long-term relationships.
• Livestreaming is driving impulse buys, but now with more emphasis on quality assurance and real customer testimonials.
• AI-Powered Shopping – Platforms like Taobao use AI-driven personalization to enhance shopping experiences.

Brands that fail to integrate with China’s digital ecosystem—from WeChat Mini Programs to AI-powered chat commerce—are missing out on a critical revenue stream.

H3: Offline Retail Isn’t Dead—But It’s Changing

While online shopping dominates, physical retail is evolving into an experience-driven model.

• Shopping malls are becoming entertainment hubs with interactive brand experiences.
• Luxury brands are opening “VIP” offline stores with private shopping appointments to cater to high-end consumers.
• Hybrid retail (O2O – Online to Offline) is a must, as consumers prefer to research online before purchasing in-store.

Brands like Nike, Starbucks, and Burberry are excelling by blending digital convenience with premium offline experiences.

Over 70% of Chinese Gen Z consumers prefer a hybrid retail experience—researching products online before purchasing in-store .

H2: What This Means for Brands Trying to Win in China

H3: 1. Value-For-Money Positioning Is Key

Middle-class consumers still love premium products—but they now demand clear justification for pricing. Brands should emphasize:

• Longevity & durability (products that last)
• Sustainability (eco-conscious materials)
• Functionality (beyond just aesthetics)

H3: 2. Influencer-Driven Marketing Matters More Than Ever

Forget generic ads—consumers trust real voices. Investing in micro-influencers and KOCs (Key Opinion Consumers) is critical for brand trust.

Note: Brands that work with KOCs on Xiaohongshu see 4X higher engagement rates than those relying on celebrity endorsements (Source: Alibaba Marketing Insights 2025).

H3: 3. Private Traffic Strategies = Long-Term Wins

Rather than relying on paid ads alone, brands should focus on direct WeChat engagement, loyalty programs, and customer retention strategies to maintain market presence.

Key Stat: WeChat Mini Programs saw a 40% YoY increase in transactions, making them a critical part of China’s digital ecosystem (Source: Tencent Annual Report 2024).

H2: Final Thoughts – China’s Middle Class is Evolving, and So Should Your Brand

The days of effortless brand loyalty and impulse-driven luxury purchases are over. China’s middle class is becoming more selective, research-driven, and experience-focused in how they spend.

Brands that adjust their positioning—emphasizing real value, community engagement, and digital-first strategies—will thrive. Those that don’t? They’ll struggle to remain relevant.

China is still one of the world’s most powerful consumer markets. The question isn’t whether Chinese middle-class consumers are spending—it’s whether your brand is giving them a reason to choose you.

The post The New Chinese Middle Class What Brands Must Know in 2025 appeared first on Digital Crew.

NetEase: Crafting Visuals with AI Precision

NetEase, a prominent Chinese tech company, has harnessed AI tools like ChatGPT and Midjourney to revolutionize its e-commerce design process. By generating product backgrounds and enhancing visual content, NetEase has significantly reduced costs and streamlined production. This approach not only ensures consistency but also allows for rapid adaptation to market trends, keeping consumers engaged with fresh and appealing visuals.

Fliggy’s AI-Generated Travel Fantasies

Alibaba’s travel platform, Fliggy, launched an eye-catching campaign featuring AI-generated posters in Shanghai and Hangzhou subways. These posters depicted imaginative renditions of global tourist destinations, sparking curiosity and wanderlust among commuters. By leveraging AI to create captivating visuals, Fliggy effectively engaged potential travelers, demonstrating the power of AI in crafting compelling marketing content.

McDonald’s Cultural Fusion through AI Art

In a creative endeavor, McDonald’s utilized AI to reimagine its iconic products—burgers, fries, and Coke—as traditional Chinese artifacts like bronze vessels and jade carvings. This blend of Western fast-food elements with Chinese cultural symbols resonated with the audience, leading to over 900,000 views. The campaign exemplifies how AI can bridge cultural gaps and create content that appeals to diverse consumer bases.

Shein’s AI-Driven Fashion Forecasting

Fast fashion giant Shein employs AI to swiftly respond to customer preferences, listing up to 600,000 items for a global market. AI aids in reducing inventory waste and operational costs by predicting trends and analyzing consumer behavior. However, this rapid production model has raised environmental and ethical concerns, highlighting the need for responsible AI application in marketing strategies.

Alibaba’s AI Chatbots Enhancing Customer Experience

Alibaba, China’s e-commerce titan, manages nearly one billion active consumers annually. To efficiently handle millions of daily customer service interactions, Alibaba employs AI-powered chatbots. These chatbots provide prompt and accurate responses, enhancing customer satisfaction and streamlining operations.

This case underscores the scalability of AI in managing large-scale consumer engagement effectively.

The Road Ahead: Balancing Innovation with Authenticity

As AI continues to permeate the marketing landscape in China, brands must navigate the fine line between technological innovation and authentic consumer connection. While AI offers tools for personalization and efficiency, maintaining the human touch in brand interactions remains crucial. The future of AI marketing in China lies in integrating advanced technologies with genuine engagement strategies, ensuring that as we traverse this new Silk Road, we do so with both innovation and integrity.

Ready to elevate your brand in China?

At Digital Crew, we specialize in helping brands navigate the complexities of the Chinese market. From leveraging AI-driven campaigns to crafting culturally resonant content, we ensure your business makes a meaningful impact. Contact us today to discover how we can bring your brand closer to Chinese consumers with innovative marketing strategies tailored just for you.

The post AI Marketing in China: Campaigns That Captivated Consumers appeared first on Digital Crew.

Know Your Tribe: Find the Right Audience

Niche products aren’t for everyone, and that’s their strength. Instead of aiming for the masses, zero in on your target audience. Here’s how:

• Demographics: Understand age, income, and lifestyle trends.
• Psychographics: What are their values, hobbies, and preferences?
• Feedback Loops: Use surveys and social media polls to understand their needs.

Pro Tip: Small audiences can have big influence—focus on those who will become your loudest advocates.

Build a Brand Story That Resonates

Your product’s uniqueness is its story, and storytelling is the cornerstone of great marketing. Here are a few angles to consider:

• The Problem-Solution Arc: Highlight the problem your product solves.
• The Inspiration: Share why you created your product and the journey behind it.
• Customer Success Stories: Use testimonials to show real-world impact.

Remember, people don’t just buy products—they buy into the brand.

Harness the Power of Social Media

Social media is a game-changer for niche products. Use platforms like TikTok and Instagram to:

• Showcase Your Personality: Be authentic and engaging.
• Create Shareable Content: Think tutorials, unboxings, or behind-the-scenes glimpses.
• Launch Hashtag Challenges: Encourage followers to create user-generated content.

Pro Tip: Focus on visual storytelling to capture attention and make your product relatable.

Collaborate with Influencers

Influencers can amplify your message in ways traditional ads can’t. When choosing partners, prioritize:

• Authenticity: Pick influencers who align with your brand’s vibe.
• Engagement: Micro-influencers often have more engaged audiences.
• Creativity: Let them experiment with your product to create unique content.

Partnerships that feel genuine are more likely to inspire trust.

Use Scarcity and Exclusivity to Your Advantage

Scarcity isn’t a gimmick—it’s psychology. Here’s how to use it effectively:

• Limited-Edition Drops: Create buzz with time-sensitive launches.
• Pre-Orders: Build anticipation before release.
• Exclusive Communities: Offer perks to loyal customers or early adopters.

This creates urgency and a sense of belonging among your audience.

Measure, Learn, and Adapt

The best marketing campaigns evolve over time. Use analytics tools to track:

• Engagement metrics: Likes, shares, comments.
• Sales conversions: What’s driving purchases?
• Customer feedback: What are people saying?

Don’t be afraid to pivot if something isn’t working. Experimentation often leads to breakthroughs.

Want Your Brand to Make Mark?

Niche products have the power to change the game, but it takes more than a great idea to succeed. By finding your audience, telling a compelling story, and leveraging social media and influencers, you can turn your product into a household name. So, are you ready to take your brand to the next level?

Let’s make your niche product the next big thing. Reach out to Digital Crew and let’s create a strategy that shines!

The post From Niche to Necessity: Marketing Strategies That Work appeared first on Digital Crew.

Augmented Reality (AR) Enhancing In-Store Experiences

Augmented Reality has become a pivotal tool for retailers aiming to bridge the gap between online convenience and in-store engagement.

K11’s Cultural Retail Model

K11, a pioneering retail concept, seamlessly integrates art and commerce to create immersive shopping environments. By hosting art exhibitions and cultural events within their retail spaces, K11 offers shoppers a unique blend of retail therapy and cultural enrichment. This approach not only attracts art enthusiasts but also provides a differentiated shopping experience that fosters deeper customer engagement.

Virtual Try-Ons Transforming Online Shopping

Virtual try-on technologies are bridging the tactile gap in online retail, allowing customers to visualize products before purchase.

Zugara’s Webcam Social Shopper

Zugara developed the “Webcam Social Shopper,” an application enabling online shoppers to virtually try on clothing using their webcams. This technology enhances the online shopping experience by providing a more interactive and personalized approach, reducing return rates and increasing customer satisfaction.

AI-Powered Personalization & Integrating Technology for Seamless Experiences

Artificial Intelligence is revolutionizing how retailers understand and cater to individual customer preferences. Also, the fusion of various technologies is creating cohesive and engaging retail environments. Let’s look at how McDonalds implemented this.

McDonald’s “Future 2.0” Restaurants

McDonald’s introduced the “Future 2.0” concept, incorporating AI-driven self-service kiosks that allow customers to customize their orders effortlessly. These kiosks suggest menu items based on previous orders and popular choices, enhancing the personalization of the dining experience. Additionally, the integration of table service ensures a seamless and efficient customer journey.

McDonald’s Table Service Innovation

Beyond self-service kiosks, McDonald’s has implemented table service in over 1,000 restaurants, allowing customers to place orders via kiosks and have their meals delivered directly to their tables. This integration of technology and personalized service streamlines operations and enhances the overall dining experience, catering to the evolving expectations of modern consumers.

Embracing the Future of Retail

As these case studies illustrate, the integration of technology in retail is not merely a trend but a fundamental shift towards more personalized, efficient, and engaging customer experiences. Brands that embrace these innovations are not only meeting current consumer expectations but are also setting new standards for the future of retail.

The post Tech-Savvy Shopping in China: How Retail Brands Are Winning Hearts and Wallets appeared first on Digital Crew.

A Strong Comeback for Alibaba and Other E-commerce Giants

According to reports, Alibaba’s Singles Day campaign this year saw strong sales growth across several key categories, underscoring the event’s power to attract Chinese consumers. Despite economic pressures, categories like electronics, beauty, health, and wellness led the way, showing resilience in consumer spending habits. This year’s campaign was streamlined, focusing on key promotional periods rather than an exhaustive shopping marathon, which helped drive concentrated engagement.

Key Stats

• Electronics and beauty products were among the top-performing categories, tapping into the high demand for lifestyle upgrades.
• Douyin expanded its influence in the e-commerce sector, capitalizing on live-streaming and short videos to drive user engagement and sales.

Leveraging Emerging Trends: Live-Streaming and Social Commerce

Live-streaming continues to be a central strategy, with platforms like Douyin and Taobao Live driving significant conversions. Singles Day 2024 showed that Chinese consumers are more likely to interact with brands through short videos and live-streams, where influencers and key opinion leaders (KOLs) provide real-time product reviews and demonstrations.

For international brands looking to enter the Chinese market, integrating live-streaming and social commerce into their strategy could provide substantial returns. Platforms like Douyin and Taobao allow brands to connect directly with Chinese audiences and build trust, a crucial factor in China’s competitive market.

Consumer Shift Towards Value-Driven Purchases

Singles Day 2024 revealed a notable shift in Chinese consumers’ preferences, with a strong focus on value-driven purchases. Consumers were on the lookout for high-quality, reliable products at competitive prices. This shift opens the door for international brands that emphasize quality and long-term value, offering them an edge over local brands in specific categories.

This year’s results indicate that price sensitivity is on the rise. Brands that can highlight the cost-benefit balance of their products may resonate well with budget-conscious consumers who still prioritize quality.

Environmental Responsibility: The Growing Influence of Sustainable Shopping

Sustainability was also a key theme, with platforms making strides to minimize the environmental impact of their Singles Day operations. Alibaba promoted “Green Singles Day” initiatives, focusing on reducing waste and encouraging sustainable choices. As Chinese consumers become increasingly eco-conscious, brands that incorporate green messaging and eco-friendly products into their campaigns may see enhanced engagement.

Lessons for Brands Eyeing the Chinese Market

1. Engagement Through Short-Form Video: Douyin’s success this Singles Day is a lesson in the power of short-form content. For brands targeting Chinese consumers, having a strong presence on video platforms can drive both awareness and conversions.
2. Focus on Value and Quality: Chinese consumers are more value-driven than ever. Brands that offer affordable, high-quality options can stand out, especially in competitive categories like beauty and electronics.
3. Sustainability Matters: Environmental responsibility isn’t just a trend; it’s a growing expectation. Brands should consider how their products and messaging align with Chinese consumers’ eco-friendly preferences.
4. Leverage Influencers: KOLs and live-streamers were instrumental in driving Singles Day sales, highlighting the importance of authentic endorsements. For international brands, collaborating with influencers is key to building trust and boosting sales.

The Future of Singles Day and Opportunities for International Brands

Singles Day has become more than just a shopping holiday; it’s a social and cultural event that sets the tone for consumer behavior in China. As the festival grows, so do the opportunities for brands to leverage Singles Day insights to better understand Chinese consumer trends.

By tapping into the growing areas of short-form video, live-streaming, value-focused purchases, and sustainability, international brands can make a significant impact during Singles Day and beyond.

The post Singles Day 2024: Unwrapping China’s Biggest Shopping Bonanza appeared first on Digital Crew.

Imagine combining the addictive, endless scroll of TikTok with an integrated shopping experience, and you’ve got Douyin E-commerce. It’s a platform that merges entertainment with retail, creating an environment where consumers can be influenced, inspired, and persuaded to buy—often in a matter of minutes.

With over 600 million daily active users, Douyin has quickly become a powerhouse in the e-commerce world. Douyin E-commerce Global, launched in 2021, is the cross-border arm of Douyin (known as TikTok internationally), one of China’s most popular short video platforms. For international brands, Douyin E-commerce Global offers a unique opportunity to enter the Chinese market without the traditional hurdles of setting up physical stores or distribution channels. The result? A fast-track route to China’s vast pool of enthusiastic, digitally-savvy shoppers.

How Douyin E-commerce Global is Changing the Retail Game

If traditional e-commerce platforms were like department stores, then Douyin is more like a live TV shopping channel—on steroids. The platform excels in blending short, engaging content with immediate purchasing opportunities. Whether it’s a beauty influencer showcasing their skincare routine or a travel vlogger raving about the latest must-have gadget, Douyin seamlessly connects content with commerce, offering a fully immersive shopping experience. But Douyin doesn’t stop there. Its algorithm works overtime to recommend products tailored to individual users based on their interactions and content preferences. This unique “products attracting people” approach flips the traditional retail model on its head. Instead of shoppers searching for products, the products come to them—like a well-timed suggestion from a friend who knows exactly what you need.

Why Douyin’s Omni-Channel Approach Matters

Douyin E-commerce Global is built on an omni-channel marketing approach, blending content-driven social commerce with traditional e-commerce functions like product listings and shopping carts. This seamless integration allows brands to connect with consumers at multiple touchpoints—from short videos and live-streams to influencer collaborations and in-app purchases.

Douyin E-commerce by the Numbers

Douyin’s rise to e-commerce dominance isn’t just a passing trend—it’s backed by impressive numbers. In 2023 alone, the platform saw over 80% growth in its cross-border e-commerce operations. Chinese CBEC shoppers, known for their appetite for quality international products, are flocking to Douyin for a more immersive, interactive shopping experience.

For international brands, this presents a golden opportunity. With 48% of Chinese shoppers citing Douyin’s product authenticity as a key reason for choosing the platform, it’s clear that Douyin’s blend of content and commerce resonates deeply with consumers. Shoppers aren’t just looking for products—they’re looking for stories, experiences, and brands they can trust.

Why Douyin E-commerce Global is a Must for International Brands

Douyin is where the next wave of e-commerce innovation is happening. If your brand isn’t on Douyin, you’re missing out on a direct line to China’s most engaged consumers. Here’s why Douyin E-commerce Global should be a priority for international brands:

1. Access to a Massive Audience: With 600 million daily users, Douyin offers unparalleled access to China’s digital shoppers.
2. Content-Driven Sales: Douyin’s short videos and live-streams create opportunities for brands to showcase their products in creative and engaging ways.
3. Trust and Authenticity: Douyin’s unique approach to influencer-driven marketing helps build trust with consumers, making it easier for international brands to establish credibility.
4. Streamlined Entry to Market: Douyin E-commerce Global simplifies the process of entering China’s e-commerce market, cutting through traditional barriers like distribution and logistics.

Is Your Brand Ready for Douyin?

Douyin E-commerce Global is reshaping the cross-border retail landscape in China. By combining social media, entertainment, and commerce, Douyin has created a platform that not only drives sales but also builds deep connections between brands and consumers. For international brands, there’s no better time to explore Douyin E-commerce Global and unlock the potential of China’s booming cross-border market. Looking to get started? Check out the Douyin marketing services offered by Digital Crew. Our experts specialise in helping brands make the leap into China’s dynamic e-commerce scene. Ready to take your brand to the next level? Visit our Douyin Marketing page to learn more about how we can help your business thrive in China.

The post Why Douyin E-commerce Global is the Game-Changer for Cross-Border Retail in China appeared first on Digital Crew.

The Alipay Boom: Tapping Into Overseas Markets

One of the most defining features of this year’s Golden Week was the Alipay surge. In just the first four days, Alipay saw a 60% increase in overseas travel transactions compared to 2023, with tourists flocking to countries like Thailand, South Korea, Malaysia, and Singapore. These destinations aren’t just attracting Chinese tourists for their beaches and food but because of visa-free travel agreements. The ability to seamlessly use Alipay in foreign markets has cemented this platform as a travel companion for millions​.

What’s more, the newly launched Tap! payment system made spending more convenient for both inbound and outbound tourists, with a staggering 130% increase in tap-and-pay usage​.`

Domestic Spending: No Place Like Home

While outbound tourism flourished, domestic tourism didn’t miss a beat. China’s scenic spots and cultural attractions were alive with energy as more Chinese tourists opted to stay within the country. The government’s visa-free policy for inbound tourists also sparked a 120% rise in international tourist spending in cities like Beijing and Shanghai​. Talk about a win-win!

This year also saw a twist in travel patterns: while previous Golden Weeks had travellers rushing to get out of China as quickly as possible, this year, travel peaks were more distributed. Flights were consistently packed throughout the week, with a 32% rise in outbound travel bookings compared to 2023​.

Visa-Free Magic and Cultural Immersion

Visa-free travel and special discounts lured in international tourists to places like Shanghai, which crafted a series of immersive tours for foreigners. Visitors soaked in culture through the Shanghai World Expo Museum and walked the “old town” streets of Alley 1192. These efforts not only enriched the travel experience but also bolstered local economies​.

A Look Ahead: The Future of Golden Week Travel

With such high momentum in both inbound and outbound tourism, Golden Week 2024 marks the start of China’s travel resurgence post-pandemic. Whether it’s wandering through European cities, hitting the beaches of Southeast Asia, or exploring China’s hidden gems, this year has set new benchmarks for travel enthusiasm. What can we expect next? More visa exemptions? Further Alipay innovations? Whatever happens, Golden Week 2025 will have a lot to live up to.

If your brand is looking to tap into the excitement and reach Chinese consumers during these peak travel periods, it’s crucial to have a strong digital presence. Explore how Digital Crew’s Chinese marketing services can help your brand stand out and engage this powerful market.

The post Golden Week 2024: Outbound, Inbound, and Everything in Between appeared first on Digital Crew.

Meet the Modern Chinese Cross-Border Shopper

China’s cross-border e-commerce market isn’t a monolith. It’s a mosaic of diverse shoppers, each with unique desires, habits, and expectations. More than 163 million Chinese consumers are actively purchasing from international brands via cross-border e-commerce (CBEC), and understanding their motivations is the key to unlocking success in this rapidly growing market.
 

Chinese cross-border shoppers aren’t just looking for bargains or quick fixes; they’re often more interested in quality, exclusivity, and experience. So, let’s break down who these buyers are and how international brands can connect with them on a deeper level.

The Four Key Shopper Profiles

There are four major shopper profiles in China’s cross-border e-commerce market, each with its own preferences and behaviours.
 

The Quality Seeker

The Quality Seeker is the premium customer you’d want in your corner. They have money to spend and an appetite for luxury. Their motto might as well be, “You get what you pay for.” For these shoppers, it’s not just about purchasing a product; it’s about buying into a lifestyle. High-quality imported goods are their go-to, and they’re willing to fork out for it. Brands with a reputation for excellence, like Australian skincare or European fashion, are their bread and butter.

The Discerning Researcher

The Discerning Researcher is your classic detective. They don’t just make a purchase—they investigate it. Before even clicking “add to cart,” they’ve probably read every review, compared multiple products, and possibly even consulted a few friends. These buyers are highly informed, and they value transparency. If your brand can provide detailed product descriptions, ingredient lists, and trustworthy reviews, you’ll earn their business.

The Interest Explorer

The Interest Explorer is curious, adventurous, and ready to take a chance. These are the shoppers that linger on Douyin, browsing through countless videos, learning about products they never knew they wanted. They’re the ones who might not have planned to buy, but after a well-placed recommendation or a fascinating product story, they’re all in. For brands, it’s about crafting a story that captivates and connects with this shopper’s sense of curiosity.

The Authenticity Pursuer

The Authenticity Pursuer is all about the real deal. These shoppers value trust above all else. They want genuine products, and they aren’t afraid to dig deep into a brand’s backstory. For them, authenticity is more than just a buzzword—it’s a necessity. Brands that can offer transparency in sourcing, manufacturing, and reviews will win these shoppers over. Live-streaming, in particular, has become a powerful tool to showcase product authenticity and gain the trust of this crowd.

Meeting the Demands of China’s E-commerce Shoppers

As sophisticated as Chinese CBEC shoppers have become, there are still a few unmet needs that international brands must address to elevate their customer experience. Shoppers yearn for a more immersive experience that allows them to truly engage with products before making purchasing decisions. Here are the top three demands CBEC shoppers have:

1. AI Technology: 360-Degree Live View of Products

With online shopping, many consumers feel like they’re buying blind. Imagine trying to pick out the perfect shade of lipstick without ever seeing it on someone. This is where AI technology steps in. 28% of Chinese shoppers say they want a more intuitive experience when shopping online, specifically one that mimics real-world interactions, like being able to view products in 360 degrees. AI-powered solutions, such as virtual try-ons for beauty products or 3D views of clothing, can provide a much-needed layer of assurance to these buyers.

2. More Detailed and Professional Product Pages

It’s no secret that Chinese CBEC shoppers do their homework. 22% of shoppers want to see detailed, well-laid-out product information that helps them make informed choices. They expect brands to provide ingredient breakdowns, efficacy explanations, usage instructions, and any other relevant details. Essentially, shoppers want brands to lay all their cards on the table. Think of it as preparing for a first date—leave nothing to chance, because your potential match is scrutinizing every detail.

3. Easier Access to Real Feedback from Other Shoppers

In a marketplace flooded with options, peer reviews and authentic feedback are gold. 22% of shoppers desire easier access to real reviews from others with similar needs and experiences. They don’t want to bounce between different apps to find out whether a product actually lives up to its claims—they want it all in one place. Picture this as asking a friend for advice—they want unfiltered, genuine opinions, not overly polished marketing speak.

Understanding China’s CBEC Platforms: Douyin Leads the Way

It’s no accident that Douyin is leading the charge in CBEC. Over 78% of Chinese CBEC shoppers say they spend significant time researching products before purchasing, often turning to Douyin for authentic, engaging content. The platform has managed to blend omni-channel marketing with e-commerce, creating a unique ecosystem where shoppers can move seamlessly between content consumption and purchasing. This strategy has given rise to the concept of “products attracting people” rather than the traditional “people finding products.” It’s a shift that reflects how modern Chinese consumers approach shopping—they don’t just want to shop; they want to experience.

International brands looking to tap into this market must develop strategies that cater to these new behaviours. This includes utilising influencers, creating live-stream content, and offering detailed product information that builds trust.

Cracking the Code to China’s Cross-Border E-commerce

Understanding Chinese cross-border e-commerce shoppers is like learning a new language—you won’t get far without appreciating the cultural nuances, preferences, and expectations that drive consumer behaviour. Brands that invest the time to study these shopper profiles, leverage platforms like Douyin, and focus on authenticity will be the ones to rise above in this increasingly competitive marketplace.

The question is, are you ready to speak their language and seize the opportunity?

If you’re looking to tap into the power of Douyin and reach China’s vast e-commerce audience, check out the Douyin services offered by Digital Crew. Our experts will help you create a tailored strategy that connects with Chinese consumers, drives engagement, and converts. Learn more about how we can help your brand thrive in China by visiting our Douyin Marketing page.

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Let’s dive into how some of the biggest brands are leading the sustainability movement.

Fashion’s Green Movement

As the spotlight on environmental responsibility brightens, brands are embracing sustainability as a core value, driving innovation and positive environmental impact.

Case Study 1: FILA FUSION’s Recycled Streetwear

In a bid to engage with younger, eco-conscious audiences, FILA FUSION has made significant strides by launching a streetwear line crafted entirely from recycled materials. Their marketing approach is not just about selling clothes—it’s about selling a lifestyle. Through partnerships with influencers and artists, FILA FUSION has positioned itself at the intersection of fashion and environmentalism, seamlessly integrating sustainability into the cultural dialogue around streetwear.

The brand’s strategy included pop-up events that allowed consumers to witness the recycling process firsthand, helping to reinforce the importance of sustainability without compromising on style​.

From Waste to Wardrobe

Turning waste into wearable products has become a powerful narrative for brands looking to connect with eco-conscious consumers.

Case Study 2: Columbia’s Eco-Friendly Outdoor Fashion

Columbia, renowned for its durable outdoor gear, is turning plastic waste into high-performance fashion. In its latest campaign, Columbia demonstrated how plastic bottles can be transformed into jackets and other outdoor gear, marrying functionality with sustainability. Their campaign educated consumers on the life cycle of plastic, from waste to fabric, underscoring the brand’s commitment to preserving nature for future generations.

This campaign, coupled with stunning visuals of outdoor adventures, successfully communicated Columbia’s message: explore the great outdoors, but protect it while you’re at it.

Global Brands Leading the Charge

Larger brands with a global presence are also taking meaningful steps toward sustainability, pushing both their products and values in eco-friendly directions.

Case Study 3: 百事可乐 (PepsiCo) and Sustainable Fashion Partnerships

While primarily known for beverages, PepsiCo has ventured into the fashion world with a focus on sustainability. Through partnerships with eco-friendly brands, PepsiCo promoted clothing made from recycled materials, aligning with the company’s broader goal of environmental responsibility.

Their campaign, which involved collaborations with influencers and pop-up experiences, showcased how even non-fashion brands can leverage sustainable practices to make an impact across industries​.

Achieving Zero Waste: Nike’s Sustainability Push

One of the most ambitious sustainability initiatives comes from the sportswear giant Nike, whose Move to Zero campaign aims to eliminate carbon emissions and waste across its operations.

Case Study 4: Nike’s Move to Zero Campaign

Nike’s Move to Zero campaign is built around creating a future of zero waste and zero carbon. The brand’s latest collections, made from recycled materials, not only feature cutting-edge designs but also send a powerful message about environmental stewardship. Nike’s bold visuals and focus on environmental activism have positioned it as a leader in sustainable innovation within the fashion industry. By combining performance, style, and sustainability, Nike has successfully embedded eco-consciousness into its brand identity.

Fashion’s Green Future

Fashion is undergoing a green revolution, with major brands leading the charge. From turning waste into fashion to building fully sustainable product lines, these companies are proving that sustainability and style can go hand in hand. As more brands adopt eco-friendly practices, the future of fashion is looking not just stylish, but sustainable.

Ready to elevate your brand’s sustainability game? Contact Digital Crew Agency today to create impactful, eco-friendly campaigns that resonate with today’s consumers.

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