Key Takeaways:
- Shift from traditional ads to narrative-driven, engaging content that prioritizes connection over interruption, especially on platforms like Xiaohongshu and Douyin.
- Encourage Key Opinion Consumers (KOCs) to share authentic product experiences and optimize content for search visibility on Xiaohongshu.
- Use live streaming and in-video shopping to create organic, high-conversion content that resonates with Douyin users and drives both engagement and sales.
As of early 2025, China’s digital market has surpassed around 1.1 billion internet users and active social media accounts, according to DataReportal.
However, the real shift lies not just in these massive numbers but in how brands are adapting their strategies to engage with this growing audience.
To stay relevant, businesses need to rethink their approach, moving away from interruption-based ads and embracing new interactive and authentic strategies that foster deeper connections and long-term loyalty.
View this post on Instagram
Editor’s Note: This is a sponsored article created in partnership with KOPI.
KOPI, a marketing and branding agency with experience in China, is one example of a company focusing on such approaches to better engage audiences in this constantly changing market.
Here’s a look at the three key trends reshaping marketing strategies in China:
1. Xiaohongshu’s Rednotes Are Shaping Consumer Discovery
Xiaohongshu, originally a lifestyle-sharing app, has evolved into a powerful tool for brand discovery.
Central to this transformation are Rednotes — user-generated reviews and recommendations — that have surpassed traditional ads in influencing consumer decisions, particularly in categories like beauty, wellness, and fashion.
Interestingly, when TikTok was banned in the United States, many American users turned to Xiaohongshu as a similar platform for product discovery, which contributed to its growing global influence.
Xiaohongshu, also known as RedNote, has hit #1 on the US App Store following news of a possible TikTok ban on January 19th. pic.twitter.com/CwIXgtPEfO
— Pop Base (@PopBase) January 13, 2025
Rednotes, driven by authentic, peer-generated content, are now a trusted source for consumers looking to explore new products.
For brands to succeed, focusing on relatable, non-promotional content is key.
Instead of pushing sales, they are prioritizing authenticity by encouraging KOCs (Key Opinion Consumers) to share their genuine product experiences.
Brands also optimize titles, hashtags, and visuals to boost their visibility in search results, positioning Xiaohongshu as a “visual search engine” for today’s trend-conscious buyers.
2. Douyin Content Is Now a Full-Funnel Sales Engine
Short videos on Douyin (China’s version of TikTok) have become a key driver of product discovery and eCommerce.
In fact, 70% of digital commerce growth in China came from Douyin, according to a 2021 Reuters report.
With content ranging from quick tutorials to mini-dramas, the platform is designed to entertain first and convert second.
Brands are already moving away from static ads this 2025 and leaning into narrative-driven formats that feel organic to the platform.
Douyin users have high expectations for content, seeking out engaging and value-packed videos that align with trending formats.
Live streaming and in-video shopping features are becoming more popular, enabling key opinion leaders (KOLs) to seamlessly integrate product recommendations into entertaining content.
When done right, a single viral clip or live session can drive significant sales within minutes.
To stand out, brands need to prioritize content that feels natural to Douyin’s ecosystem, creating videos that are not only entertaining but also optimized for conversion.
Whether through storytelling or leveraging shoppable links during livestreams, brands can tap into this platform to drive immediate sales results.
3. Discovery Packs and AI Influencers Are Shaping Brand Trial
For newer and lesser-known brands, reducing the barriers to trial is crucial.
In China, this has been addressed through “discovery packs,” small, curated bundles of products sold at an attractive price.
These kits, promoted across platforms like Xiaohongshu, WeChat Mini Programs, and Douyin, offer a low-commitment entry point that fosters trust and sparks word-of-mouth recommendations.
At the same time, AI-driven influencers and video content are gaining significant traction.
Virtual KOLs and auto-generated videos allow brands to scale production without compromising on personalization.
View this post on Instagram
As platforms like Tencent, Alibaba, and Baidu refine their tools, AI avatars are now capable of leading livestreams, demonstrating products, and offering 24/7 customer engagement.
The Key to Lasting Consumer Connections
With Douyin’s eCommerce growth hitting US $490 billion in 2024, according to a report by Tech in Asia, it’s clear that content that entertains and connects drives sales.
To succeed in 2025, brands must move away from interruption-based marketing.
Instead, they need to focus on authenticity, creativity, and building real connections with consumers.
As KOPI has shown, when brands align their strategies with China’s unique digital ecosystem, they can capture attention and build lasting engagement that drives long-term success.
