Development Trends of China’s Internet Marketing Market
Starting from emotions to build consumer identification and deepen brand value.
Trend 1: Shaping Brand Loyalty Through Emotional Resonance
Starting from emotions to build consumer identification and deepen brand value.
In the face of changes in social environment and lifestyle, consumers are becoming more intelligent and rational, with more people turning inward and making “self-pleasure” the primary purpose of consumption. Against this backdrop, consumers are becoming less willing to pay high premiums for brand-added value, and the popularity of “affordable alternatives” reflects the dilution of brand loyalty. For brands, building strong trust with consumers and reshaping consumer loyalty has become essential for long-term sustainable growth.
While continuously refining their products, brands should also pay close attention to shifts in consumers’ emotional needs and values. By engaging in dialogue from an emotional perspective and gradually building mutual understanding, brands can earn long-term trust and cultivate loyal customers.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues to shift online, with media consumption habits becoming more fragmented and diverse.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
The internet becomes deeply integrated into all aspects of social life, users' attention continues
to shift online, with media consumption habits becoming more fragmented and diverse. Driven
by scenario-based demands, the internet is replacing traditional communication boundaries and
evolving from a single tool into essential digital infrastructure for supporting social operations.
According to CNNIC data, as of December 2024, online education, online shopping, and online
travel were the fastest-growing application categories in terms of Chinese user scale, with year-
over-year growth rates of 10.5%, 8.8%, and 7.9%, respectively.
As the internet continues to integrate with social systems, by December 2024, usage rates of
categories like online literature and online government services averaged around 50%, with
clear signs of user distribution fragmentation across diversified scenarios and platforms.
2024 Chinese User Scale and Usage Rate of Various Internet Applications
| Application Category | Users (Million) | Usage Rate (%) |
|---|---|---|
| Instant Messaging | 1,081.33 | 97.6% |
| Short Videos | 1,070.18 | 96.6% |
| Online Videos | 1,039.55 | 93.8% |
| Online Payments | 1,028.91 | 92.8% |
| Search Engines | 974.43 | 87.9% |
| Online Shopping | 877.82 | 79.2% |
| Online Education | 833.01 | 75.2% |
| Online Travel Bookings | 811.00 | 73.2% |
| Online News | 747.95 | 67.5% |
| Online Games | 592.31 | 53.4% |
| Social Networking Outside China | 574.91 | 51.9% |
| Online Office | 570.48 | 51.5% |
| Online Government Services | 543.86 | 49.6% |
| Online Literature | 539.45 | 48.7% |
| Online Healthcare | 417.65 | 37.7% |
| Online Audio | 335.29 | 30.3% |
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues to shift online, with media consumption habits becoming more fragmented and diverse.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
According to CNNIC statistics, as of December 2024, the number of Chinese internet users in China exceeded 1.1 billion, with Chinese internet penetration rate of 78.6%. Mobile terminals continue to dominate as the primary access point, with 99.7% of users accessing the Chinese internetvia mobile phones. As the base of digital users continues to expand, devices such as smart TVs, wearable devices, and smart home equipment are accelerating their connection to the Chinese internet, driving diversification in internet access methods.
2020–2024 Chinese Internet User Scale and Chinese Internet Penetration Rate
Date | Chinese Internet Users (10,000 people) | Chinese Internet Penetration Rate (%) |
Dec 2020 | 98899 | 70.4% |
Dec 2021 | 103195 | 73.0% |
Dec 2022 | 106744 | 75.6% |
Dec 2023 | 109225 | 77.5% |
Dec 2024 | 110833 | 78.6% |
2024 Device Usage for Chinese Internet Access
2020–2024 Chinese Mobile Internet Users and Their Proportion of Total Internet Users
Date | Chinese Mobile Internet Users (10,000 people) | Percentage of Total Internet Users (%) |
Dec 2020 | 98576 | 99.7% |
Dec 2021 | 102874 | 99.7% |
Dec 2022 | 106510 | 99.8% |
Dec 2023 | 109072 | 99.9% |
Dec 2024 | 110475 | 99.7% |
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues to shift online, with media consumption habits becoming more fragmented and diverse.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
The growing interest in healthcare and medical aesthetics has led to a surge in discussions and consumer engagement. From rising concerns about product safety and quality to the increasing popularity of treatments like laser procedures and plastic surgery, users are becoming more informed and selective. This article explores key trends, including shifting consumer preferences, hot topics in medical aesthetics, and the growing influence of content marketing in shaping purchasing decisions.
Trending Healthcare Discussions
Common topics include small text on pharmaceutical labels, the effectiveness of traditional Chinese medicine, identifying vitamin deficiencies, and whether DHA is beneficial or just marketing. Many also seek top fish oil supplements and leading medical device manufacturers.
Rising Engagement in Health Content
Healthcare discussions surged by 43% in Q2 2024 and grew 91% year-over-year, highlighting increased public interest in wellness and informed decision-making.
Gender Trends in Medical Aesthetics
Men prefer laser treatments, while women favor skincare and plastic surgery, with visits every
2–3 months—women more frequently than men.
Sample: 90 users who have consumed medical aesthetics projects; surveyed
Users Pay More Attention to the Quality of Medical Aesthetics Projects
Users show a significant preference for high-quality medical aesthetics projects, maintaining a cautious attitude towards safety and service quality, with particular attention to treatment safety, service quality, and effectiveness.
Detailed User Segments
Factors Men Care More About: Men prioritize safety, effectiveness, and clear post-care guidance. They seek value for money, care about recovery time, and prefer minimal disruption to their schedules.
Factors Women Care More About: Women focus on safety, post-care, compliance, and insurance. They value personalized consultations, advanced technology, and a luxurious clinic environment.
Medical Aesthetics User Profile: Women, especially post-90s, are the main consumers. They prefer trendy, new products and are highly influenced by advertisements, trends, and personal health information.
Medical Aesthetics User Profile
Most medical aesthetics consumers are women (67.8%), with post-90s individuals making up 50%. Many come from high-income households, with 60% earning over 20,000 yuan monthly. Consumers favor high-quality, practical products and follow fashion trends. Spending habits vary, with a mix of planned, flexible, and trend-driven purchases. Key purchasing factors include product quality, price, new launches, and advertisements. Users show strong interest in health, entertainment, and news content. Brand loyalty is notable, with 62.2% engaging in membership programs, emphasizing the need for retention strategies.
Growing Appeal of Medical Aesthetics Content
The popularity of medical aesthetics content has surged year-over-year, effectively catering to user interests and driving engagement. Discussions around medical aesthetics topics have increased by 78%, reflecting a growing demand for information and insights in this field. As consumers become more informed and selective, brands and content creators must continue to provide valuable, high-quality content to maintain user engagement and influence purchasing decisions.
Hot Topics (July 2024)
In July 2024, medical aesthetics emerged as the top topic, followed closely by water light injection, plastic surgery, and breast augmentation surgery. Hyaluronic acid, breast implant surgery, and silicone breast implants were also widely discussed, alongside other topics like cheekbone fixation, Botox, and beauty foregrounds. Additionally, medical skincare gained attention. Content creation in these areas saw a 98% year-on-year increase, with a significant surge in search interest for terms like “intelligence tax” (344.9%), “repair” (94.9%), “prosthesis” (68.3%), and “side effects” (67.0%).
Hot Questions
Active Users Interested in Medical Aesthetics Increased by 32%. The
Medical Aesthetics Interest Discussion Index Increased by 78% Year-on-Year
Rising interest in healthcare and medical aesthetics is driving engagement, with users prioritizing quality, safety, and effectiveness. Women, especially post-90s, lead the market, influenced by trends and personalized services. With a 78% surge in discussions, brands must focus on quality, transparency, and innovation to meet evolving demands.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues to shift online, with media consumption habits becoming more fragmented and diverse.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption. The growing interest in health-related content and discussions reflects a shift toward proactive health management and lifestyle choices.
Users’ awareness of health and consumption needs is increasing.
Nearly 90% of users prioritize health, spending on check-ups, supplements, and medical care. In the past year, 91.6% engaged in health-related activities, including screenings, vaccinations, and medical aesthetics.
User demographics for health and wellness.
The medical health user base is evenly split between men (49.1%) and women (50.9%), mainly from the post-80s (28.4%) and post-90s (38.7%) generations. Most live in high-tier cities, with 63.2% earning over 15,000 yuan monthly. They prioritize quality, trends, and personalized products, embracing new releases and a refined lifestyle.
Healthcare content grew 20% year-over-year, with a 43% rise in active users. In July 2024, top topics included psychiatry, medical devices, and nutrition. Searches for health monitoring, wellness, and HPV surged, while healthcare discussions jumped 91% from June 2023.
Health and wellness content has strong appeal.
Healthcare content is growing in popularity, with a 20% increase in creation and a rise in active user participation. The top topics in July 2024 are medical care, health, and preservation, with other popular subjects including weight loss, pharmaceuticals, nutrition, and psychiatry. Search terms like health monitoring, wellness, and HPV have seen significant growth.
Common user questions focus on small pharmaceutical labels, the effectiveness of traditional Chinese medicine, vitamin deficiencies, DHA supplements, and recommendations for quality fish oil. There is also interest in leading medical device companies.
In Q2 2024, active healthcare users increased by 43%, and discussions around healthcare topics saw a 91% rise in June 2024 compared to the previous year.
Health awareness and spending are rising, with nearly 90% of users prioritizing medical care, check-ups, and supplements. The healthcare audience is evenly split by gender, mainly from the post-80s and post-90s generations, living in high-tier cities with strong purchasing power.
Healthcare content is growing rapidly, with a 20% increase in creation and a 43% rise in active users. Discussions have surged, particularly on topics like psychiatry, medical devices, and nutrition. Searches for health monitoring, wellness, and HPV have significantly increased, reflecting a growing public interest in informed health decisions and personalized wellness solutions.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues to shift online, with media consumption habits becoming more fragmented and diverse.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
Resident Consumption Expectations: Increasingly Cautious Attitudes Are Evident
The share of per capita consumption expenditure relative to disposable income can be divided into two phases: before 2019 and the “post-epidemic period” after 2020. Despite an increase in disposable income after 2020, people spent a smaller proportion of it compared to pre-pandemic levels. After 2022, consumer confidence declined, leading to more cautious spending habits.
Consumers’ Consumption Concepts and Habits Tend To Be Rational
Consumers are prioritizing value and practicality, with over 70% becoming more cautious in spending. Rational consumption is the norm, as 74.4% now focus on essentials, budgeting, and cost-effectiveness.
Consumers Obtain Sufficient Information for Consumption Decisions
Most consumers take a detailed approach to decision-making, comparing products across multiple factors such as brand, quality, and reputation. Over 60% of consumers consider at least three dimensions before making a purchase. They also tend to favor practical and functional products, prioritizing quality, utility, and price in their buying decisions.
Consideration/Decision Path Before Consumption
Low-Price Marketing Fatigue is Evident, and the Market is Entering a Stage of Discarding the False and Retaining the True
Consumers are growing tired of frequent promotions, as seen in the declining sales of the 2024 “618” event. Instead, they prioritize real experiences and expert content when making purchase decisions, signaling a shift toward authenticity in the market.
Consumers are More Cautious About the Consumption Content
Consumers Trust Product Information/Content Released by Recommenders
Brands are Exploring Effective Methods to Truly Engage Consumers
The number of users of community social apps has exceeded 800 million. With the penetration of social media, the value of content marketing on such platforms has become prominent.
According to research, 68.3% of advertisers plan to increase their advertising budget on community social platforms in 2024. The recognition of the platform’s consumer coverage and content format has led advertisers to view community social platforms as the main marketing battleground and actively carry out content marketing.
Marketing Media Where Advertisers Plan to Increase Budgets in 2024
Post-pandemic, consumers are spending more cautiously, prioritizing practicality over impulse buys. Over 70% now focus on product value and utility, relying on thorough research before purchasing. Low-price marketing fatigue has set in, with promotions losing effectiveness. Instead, brands are shifting to community social platforms, where over 800 million users engage, making them the new hotspot for marketing efforts.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues to shift online, with media consumption habits becoming more fragmented and diverse.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
Introduction
Thai brands targeting Chinese consumers—whether residents or tourists—need to shift to a data-driven, content-focused strategy, which is key to successful Chinese marketing. This guide outlines why traditional metrics fall short and offers practical, bullet-pointed tactics for effective Influencer (KOL/KOC) marketing for the Chinese market, especially for the brands in Thailand.
Why the Number of Followers and Looks Aren’t Enough?
Platform Algorithm Insights
SEO & POI-pinned Benefits
Local POI-pinned posts on Xiaohongshu get a 37% boost in travel search rankings.
Douyin’s POI-pinned posts increase local recommendation chances by 60%
Changing User Behavior
Decision Shifts:
87% of users now value expertise and credibility over appearance.
63% of purchase decisions are influenced by genuine engagement and quality comments.
The Right KOL Marketing Approach
Content Strategy: From Hard Sell to Soft Seeding
How?
Scenario Integration: Seamlessly embed your product into an influencer’s daily routine.
Knowledge Sharing: Provide expert travel tips to build trust.
Emotional Storytelling: Use personal experiences to connect with the audience
Campaign Strategy: From Single-Point Explosions to Matrix Collaboration
Multi-account collaborations trigger topic recommendations and extend reach.
Chinese consumers generally need seven touchpoints to recognize a brand.
How? – The “Diamond Structure” Approach:
Top 20%: Engage top-tier Chinese influencers (KOLs) based in Thailand as cultural bridges.
Middle 60%: Leverage mid-tier influencers (KOCs) who provide authentic, high-volume content.
Bottom 20%: Include local micro-influencers or travelers to optimize algorithm exposure.
Actionable Recommendations
Build or Partner with an agency that owns a local Influencer Database:
Organize influencers by category, region, and follower tier for targeted campaigns.
(See resources on KOL Marketing Strategy for detailed guidance.)
Develop Custom Content Templates:
Create content guidelines that align with Chinese platform styles and consumer expectations.
(Refer to guides on RED Marketing for tips.)
Why This Strategy Works
Algorithm Alignment: High-quality, locally relevant content gains preferential exposure.
Trust Building: Authentic content minimizes cross-border information gaps, boosting consumer confidence.
Long-Tail Effect: Well-crafted travel and lifestyle posts continue to attract organic traffic for 6–12 months.
Conclusion
For Thai brands aiming to succeed in the Chinese market, a shift to a data-driven, content-rich KOL strategy is essential. By focusing on quality content, authentic engagement, and strategic collaboration, you can overcome the limitations of traditional metrics. This approach aligns with modern Chinese marketing trends and ensures sustainable brand growth—MMG Thailand is leading the game to elevate the 2025 Chinese Influencer (KOL/KOC) Marketing in Thailand.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues to shift online, with media consumption habits becoming more fragmented and diverse.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
4. Development Trends of China’s E-commerce Market
Did you know platforms are shifting their focus from price wars to quality, innovation, and customer satisfaction to drive growth?
4.1 TREND 1/3
Platform side: clarify its own positioning, keep up with consumer trends, and actively explore growth paths other than low-price competition.
Platform Supply Constraints vs. Consumer Demand Constraints
These factors underline the necessity of tailoring strategies that address both platform and consumer needs while overcoming limitations.
Strategic Direction: Differentiated Competition
The strategic focus is clear: establish platform positioning advantages by allocating superior resources to differentiated competition. Platforms must build on unique strengths to distinguish themselves in an increasingly saturated market.
Development Path: Growth Beyond Price Wars
To move forward, platforms should pursue growth beyond low-price competition by emphasizing quality, innovation, and user-centric services. This involves crafting experiences and value propositions that transcend affordability as the sole appeal.
Rule Optimization Direction
Platforms can optimize their rules by focusing on two complementary approaches:
4.1 TREND 2/3
Merchant side: Combine platform positioning and own product positioning to choose an appropriate platform to support long-term development
4.1 TREND 3/3
Consumer side: As platforms continue to strengthen their differentiated strategic positioning, consumers can only quickly and accurately meet diversified consumer needs by choosing the right platform.
4.2 LEGAL STATEMENT
Copyright Statement
This report is produced by iResearch Consulting, a subsidiary of iResearch Digital Intelligence. The copyright belongs to iResearch Consulting. Without the written permission of iResearch Consulting, no organization or individual may copy, disseminate, or export this report in any form outside the People’s Republic of China. Any unauthorized commercial use of this report will violate the Copyright Law of the People’s Republic of China and other laws and regulations as well as relevant international conventions.
Disclaimer
The industry data and related market forecasts in this report are mainly obtained by the company’s researchers through desktop research, industry interviews, market surveys and other research methods. Some texts and data are collected from public information and combined with iResearch’s monitoring product data, and estimated through iResearch’s statistical forecasting model; corporate data are mainly obtained through interviews. iResearch has made every effort to pursue the accuracy, completeness, or reliability of such information, but does not make any guarantees. In any case, the information or opinions expressed in this report do not constitute any recommendations.
The survey data published in this report adopts the sample survey method, and its data results are affected by the sample. Due to the limitations of the survey method and sample, and the scope of survey data collection, the data only represents the basic situation of the survey time and population, and only serves the current survey purpose, providing basic reference for the market and customers. Due to the limitations of research methods and data acquisition resources, this report is only provided to users as market reference materials, and the company does not bear legal responsibility for the data and views of this report.
Cooperation description
The case chapter of this report contains business presentations of some companies, aiming to reflect the development status of the industry for reference by all parties.
5. Offline Consumer Trends
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues to shift online, with media consumption habits becoming more fragmented and diverse.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
Xiaohongshu (Little Red Book) is a powerhouse social commerce platform with over 260 million monthly active users. To succeed, brands must understand its ecosystem and apply expert strategies.
1. Xiaohongshu Platform & User Insights
Originally a shopping community, Xiaohongshu now integrates user-generated content (UGC), e-commerce, and brand engagement.
Key User Behaviors
Content Ecosystem & Algorithm
Xiaohongshu’s recommendation algorithm heavily relies on user engagement metrics. The success of a post depends on:
Xiaohongshu’s LBS(Location-based Service) Content Distribution
Xiaohongshu’s algorithm prioritizes content based on the user’s location. If you post from Beijing, your content is more likely to be shown to users in Beijing rather than Thailand. This makes Xiaohongshu a strong tool for local businesses but also presents challenges for brands targeting a nationwide audience.
How to Overcome LBS Limitations?
For brands focused on physical stores, events, or regional markets, understanding Xiaohongshu’s LBS system is crucial for effective marketing.
2. The Two Rules of Xiaohongshu Marketing: Official Policies vs. Insider Strategies
To succeed, brands must navigate both explicit platform rules and hidden operational tactics.
Official Guidelines
⚠ Important: Xiaohongshu enforces strict content regulations—marketing must blend seamlessly with authentic user experiences (soft-seeding, unless it’s a verified business account).
Proven Insider Strategies
Based on insights from managing over 200 brands, we recommend:
Interactive Comments: Encouraging user discussion boosts post visibility. Use 3-5 preset questions to stimulate engagement.
Visual Impact Techniques
Composition: Apply the rule of thirds for balanced visuals.
Text Layout: Keep headlines within 15 words, ensuring readability.
3. Headline Optimization: The 20-Word Rule for Maximum Attraction
Proven Headline Structures
Pain Point: “Struggling with [X]? Here’s the 3-Step Fix!”
List Format: “Top 5 Must-Have [X] for 2025!”
Curiosity Hook: “Can This 100฿ [X] Replace a Luxury Brand?”
Local Appeal: “The [X] Every Thai Local Uses Daily!”
Keyword Optimization Tips
Place core keywords at the beginning.
Integrate long-tail keywords naturally.
Avoid keyword stuffing, which triggers algorithm restrictions.
Content Structure for High Readability
Golden Formula:
1. First 50 Words: Hook readers with a problem or intriguing question.
2. Body: Provide solutions, product highlights, or expert tips.
3. Conclusion: Include a call-to-action (e.g., save, comment, follow).
Formatting Tips:
Keep paragraphs within 3-4 lines.
Use emojis to enhance readability (1-2 per paragraph).
Highlight key points with bold text and line breaks.
4. Xiaohongshu Advertising: Maximizing ROI
Key Ad Formats
Search Ads: Ideal for targeting users with specific purchase intent (use long-tail keywords).
Boosting (“Shu Tiao”): Enhances organic reach; recommended within 2 hours of posting.
Budget Allocation for brands in Thaland:
70% for search ads (conversion-focused targeting).
30% for feeds ads (brand awareness & engagement).
Adjust based on campaign objectives.
5. Challenges of Self-Managed Xiaohongshu Accounts & Professional Solutions
Many brands attempt self-management but face key obstacles.
Common Pitfalls
Content Violations: Non-compliance leads to visibility restrictions or bans: brands adding WeChat IDs or displaying QR Codes, or external links in the accounts often get their accounts penalized.
Low Efficiency: Without expertise, output is only one-third of a professional team.
Poor Strategy: Chasing trends without aligning with brand identity.
Why Partner with Us?
As a leading Xiaohongshu marketing agency in Bangkok, Thailand, we offer:
Contact us today to elevate your Xiaohongshu marketing success!
10 Steps to with Us
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues to shift online, with media consumption habits becoming more fragmented and diverse.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
3.3 PRICE COMPARISON RULES – RULE PORTRAIT (1/3)
Creating a price comparison advantage is an important starting point for platforms to establish price competitiveness. The competition for price comparison advantage is an important focus of low-price competition among various platforms. Price comparison rules such as compensation for overpriced products, automatic price tracking and price guarantee services are important starting points for establishing price comparison advantages. Among them, compensation for overpriced products and price guarantee services help reduce the time of price comparison for shopping and the hesitation time for worrying about price cuts, and automatic price tracking helps to dynamically adjust the prices of platform products and ensure the leading price competitiveness of platform products.
The main price comparison rules of e-commerce platforms
3.3 PRICE COMPARISON RULES – RULE PORTRAIT (2/3)
The price comparison rules still have significant room for optimization, offering key opportunities for platforms to enhance their low-price competitiveness. Platforms are actively exploring more consumer-friendly price comparison rules to reinforce their reputation for low prices. For instance, the “Guaranteed Compensation for Overpricing” service provides some consumer protection but varies in terms of duration, applicable scenarios, and price comparison platforms. To strengthen competitiveness, platforms can further refine these rules by aligning with their strategic positioning, leveraging resource advantages, and addressing consumer demands in different contexts.
3.3 PRICE COMPARISON RULES – RULE PORTRAIT (3/3)
Price comparison rules are conducive to quickly identifying efficient merchants and their products, but the platform should guarantee merchants a reasonable profit margin, thereby enhancing merchants’ willingness to continue operating and differentiated innovation, so as to prevent platform merchants from falling into the path dependence dilemma of low-quality development. This is conducive to forming a virtuous cycle of merchant value chain advancement and consumer sense of gain continuously enhanced.
Consumer Advantages:
Merchant Advantages:
Platform Advantages:
3.4 TRAFFIC RULES – RULE PORTRAIT (1/2)
Under the overarching context where cost-effectiveness dominates consumer demand, how to strengthen low-price orientation in traffic allocation has become a critical point of competition for various platforms.
Comparison of traffic rules of major e-commerce platforms in 2024
3.4 TRAFFIC RULES – RULE PORTRAIT (2/2)
Balance the relationship between low-price-oriented and GMV-oriented traffic distribution to enhance the driving force of traffic rules to guide the platform ecosystem to advance in the direction of high value.
1. Low-Price Orientation
Advantages:
Hidden Dangers:
2. GMV Orientation
Advantages:
Hidden Dangers:
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues to shift online, with media consumption habits becoming more fragmented and diverse.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
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