China continues to influence how digital marketing evolves worldwide. While many Western markets are still exploring AI tools and social commerce features, China has already integrated these innovations at large scale. In 2025, the Chinese digital ecosystem is not only a major market but also a testing ground for future global marketing practices. Understanding digital marketing trends in China is essential for any brand aiming to grow in the world’s most dynamic digital ecosystem
This infographic presents five key trends that strongly shape digital marketing in China today. It builds on insights from Deloitte, Statista and recent reports from platforms such as Alibaba. It also connects to themes explored in previous MBA DMB blog posts like Building Trust in Chinese E-commerce: Key Insights
1. AI-Driven Personalisation Becomes the Standard
In China, artificial intelligence now influences almost every part of the customer journey. Platforms such as Alibaba, JD, Tencent and Douyin analyse millions of micro-behaviours in real time, including scrolling habits, comments, video engagement, purchase history and even the time of day when a user shops. In the beauty and fashion market industries, Virtual Beauty Try-ons really change the game in terms of marketing as much as it transform the creativity.
As a result, content is no longer fixed. Product pages can change depending on user intent, and recommendation systems adjust instantly. Prices may shift based on demand, availability and predicted interest. Many brands use AI to generate short videos, product descriptions and advertising banners, which are then tested automatically.
This advanced level of AI makes customer experiences extremely personalised. It also helps smaller or new brands compete, because AI tools allow them to test and adjust quickly without large marketing teams.
2. Livestream Commerce Reinvents How People Discover Products
Livestream commerce is now one of the main sales channels in China. Platforms like Douyin, Taobao Live and Kuaishou host millions of livestreams where creators test products, answer questions and demonstrate features in real time. Livestream shopping represents around 25% of total online retail sales, which is much higher than in Western markets.
In 2025, livestreaming is more professional and structured than ever. Studios operate like TV production houses, with trained hosts, clear scripts and advanced storytelling techniques. AI hosts and virtual influencers are also used to run 24/7 livestreams for categories such as beauty, electronics or fashion.
Livestreams allow brands to test new products quickly, observe consumer reactions and identify objections immediately. This makes livestreaming an excellent entry channel for international brands using Tmall Global or JD Worldwide, as it provides fast market feedback without major risk.
3. Social Commerce Overtakes Traditional Search Engines
Younger Chinese consumers no longer start product research on Baidu. Instead, they prefer social platforms where content feels more authentic and where reviews come directly from users. According to recent data, 42% of young buyers search first on Douyin, 30% on Xiaohongshu (RED), and only 17% on Baidu.
This change transforms SEO strategies. Instead of focusing mainly on website optimisation, brands must now optimise:
- short videos
- captions, keywords and hashtags
- user reviews
- community interactions
RED is especially popular for beauty, lifestyle and premium products. Users expect honest comments, real testing experiences and clear explanations. A single RED post can influence thousands of potential buyers if the community considers it genuine.
4. Cross-Border E-Commerce Creates Faster Market Entry
Entering China was once a long and complex process. Cross-border e-commerce (CBEC) has changed this reality. Platforms such as Tmall Global, JD Worldwide and TikTok Shop now offer solutions that include logistics, payment processing, customer service and regulatory support
This model allows international brands to sell products in China without setting up local operations. Categories such as beauty, supplements, baby products and luxury items benefit the most from CBEC, as consumers trust foreign quality and enjoy the convenience of fast delivery through bonded warehouses.
The influence of China also extends across Southeast Asia. Platforms like Shopee, Lazada and TikTok Shop rely heavily on Chinese manufacturers and logistics networks. Delivery times of 5–7 days are becoming standard thanks to improved supply chains.
For global brands, cross-border e-commerce offers a safe way to test product demand before investing in full localisation.
“The best Tmall agencies are growth architects — they combine data with storytelling and help brands build trust with Chinese consumers.” — Marcus Zhan, Reddit
5. Communities and UGC Become the Main Source of Trust
In China, trust is a central factor in purchasing decisions. Traditional advertising alone is not enough. Consumers rely on UGC (user-generated content), KOCs (Key Opinion Consumers) and long-term product tests before making a decision. This is especially true in beauty, health, fashion and home-care categories.
Platforms reward authentic content. On RED, posts that include both positive and negative points often perform better than highly polished promotional content. On Douyin, real product tests and honest reviews generate more engagement than scripted advertising.
Brands that succeed in China invest in communities, not just in advertising. They encourage users to share experiences, answer questions, create tutorials and participate in discussions. This strategy increases credibility and supports long-term loyalty.
Conclusion
China’s digital ecosystem in 2025 shows what global marketing may look like in the near future. Digital marketing trends in China focus on AI personalisation, livestream commerce, social search, cross-border e-commerce and community-based trust are now essential pillars of digital strategy.
Brands entering the Chinese or Asian market must understand these trends and adapt quickly. Success depends on flexibility, cultural awareness and the ability to learn directly from consumer behaviours in real time.