chinese social commerce

Chinese Social Commerce Trends

Chinese social commerce continues to dominate the world of retail. In fact, it continues to demonstrate impressive growth even with the economic crisis. 

China’s recent Double 11 Shopping Festival proves that. It is an annual consumer event held by China’s top e-commerce platforms. Alibaba, one of those platforms, generated RMB 498 billion (USD $76.1 billion) in gross merchandise value. Moreover, the platform enjoys a 26% annual growth. 

That is just one of the examples of how Chinese social commerce beat the rest of the world in terms of social commerce. What are the reasons behind this growth? What can we learn from Chinese social commerce? Find out the answers to those questions below. 


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Live streaming is booming 

During the Double 11 Shopping Festival, more than 30 live rooms generated more than RMB 100 million in sales. One thing that contributed to that is the festival’s collaboration with influencers Weiya and Li Jiayi. Moreover, big digital platforms like Alibaba and Douyin each have exclusive streaming partnerships with top influencers. 

Their strategy resulted in customer retention, attract new customers, and drive sales. This just shows that influencer collaborations in live commerce are a powerful method to market products and engage with your target audience

Micro-influencers in niche categories are on the rise 

Micro-influencers can communicate greater authenticity despite having fewer followers. Moreover, they are more willing to respond directly to the community. What does this mean for brands?

Don’t let the term “micro-influencers” fool you. They often contribute more to strengthening your brand’s presence. Celebrity and big key opinion leaders (KOLs) may bring substantial benefits for raising awareness in the short term. 

However, micro-influencers will bring more richness to your content. Furthermore, their followers are tight-knitted so they can easily reinforce your brand equity. 

Video is the key to driving traffic

The rise of 5G has made social media in China rely heavily on video. Videos are often more powerful than other marketing campaigns. Both rising and traditional Chinese social commerce platforms have evolved their video functions. As result, influencers have transformed from simple content developers to true creative producers. 

What can we learn from this? It is crucial to forming long-term partnerships with short video content creators. These people will sell your brand culture in a rich, vivid way. Moreover, consider working with an experienced content agency so you’ll receive a steady stream of creative video content. 

New platforms are seizing more market share

Chinese social commerce is nothing new to competitions. Alibaba and JD, the two biggest platforms, face competition from all directions. Meanwhile, other platforms are optimizing the shopping experience they give. For instance, Kuiashou now offers live streaming features. Also, they offer partnerships with top e-commerce influencers. 

This means that you need to diversify your channel strategy. Keep in mind that even new e-commerce players can disrupt and steal market share. 

Shopping entertainment is the new lifestyle of younger generations

Big e-commerce giants in China now bring pure entertainment content into eCommerce. It’s time to follow suit and review your contracts with your existing spokespeople and brand ambassadors. 

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