Trends

WeChat (Weixin) is widely regarded as China’s quintessential “super app,” and for most Chinese users this is literally true: it is not a tool they open occasionally, but a default digital environment that seamlessly combines communication, payments, content consumption, and a wide range of services in one place. For brands, WeChat has become a critical hub to build trust, maintain relationships, and move users smoothly from awareness and engagement to concrete actions such as inquiries, purchases, and payments—all without ever leaving the app.

RedNote (Xiaohongshu/RED), launched in 2013, is China’s influential trust-driven lifestyle community merging content, search, community and ecommerce. A core pre-purchase research tool for under-35, high-purchasing-power consumers (male adoption rising), it centers on peer validation, native advertising and in-app shopping, hosting 173k+ international brands with 80% ad/20% ecommerce revenue, ideal for trust-reliant brands.

What is Douyin, China’s leading short-form video platform for discovery, influence, and social commerce? Learn how brands use Douyin’s algorithm, creators, ads, and livestreaming to drive awareness and sales in China.

The tourism market in China is seeing fast-paced innovation, resulting in local and international brands adapting to shifting consumer preferences and emerging digital trends. Travellers are moving beyond traditional sightseeing, seeking richer experiences like outdoor exploration, cultural engagement, and tailor-made journeys. The market is witnessing significant growth, showing a 5.9% increase in inbound trips year after year. Alongside this, total tourism expenditure is on the rise, projecting a 7% year-on-year growth for 2025.

  RED: China’s Lifestyle Search Engine Often described as “China’s Instagram meets Pinterest,” RED (小红书) has evolved from a travel review platform into a powerful lifestyle search engine. With 260 million monthly active users—mostly educated, urban women under 35—RED is where consumers go for advice on what to buy, where […]

INTRODUCTION: China’s Travel Super App Ctrip, often referred to as “China’s Expedia,” has been the dominant player in China’s online travel market since its founding in 1999. As of 2024, it serves over 300 million monthly active users and holds more than 40% market share in the Chinese online travel […]

This article is part of a series from our latest whitepaper, our China Social Media Platforms Guide. You can download the guide here: https://www.umssocial.com/china-social-media-platform-report/2024?s=blog INTRODUCTION: Bilibili is a Chinese online video-sharing platform that launched in 2009. It has become one of the most popular platforms in China, with over 340 […]

As China’s population continues to age, the silver economy is emerging as one of the country’s most promising economic drivers. Currently valued at nearly $982 billion USD and contributing 6% to the nation’s GDP, the sector holds immense potential for growth[1]. By 2035, China’s silver generation is expected to surpass […]

China’s middle class is expanding at an impressive pace, with most new consumers emerging from lower-tier cities. While major cities face economic slowdowns, these smaller cities have remained relatively insulated, driving robust consumption growth.   The Rise of Lower-Tier Cities The growth of China’s middle and upper classes is reshaping […]