Rising Interest in Health & Wellness
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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.
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.
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.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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.
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.
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.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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.
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.
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.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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.
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.
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.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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.
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.
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.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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.
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.
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
Evolving Dynamics in the Chinese E-commerce Market: Supply and Demand Trends, Strategic Shifts, and Rule Optimization
The Chinese e-commerce market is transitioning from rapid growth to a bottleneck phase, driven by stratified and segmented consumer demand that emphasizes value-for-money and quality-of-life improvements. Platforms are shifting from a one-size-fits-all low-price strategy (prominent in 2023) to a “dual-track” approach in 2024, combining price competitiveness with differentiated value propositions tailored to platform-specific strengths.
On the demand side, economic challenges reinforce value-oriented consumption, but diverse consumer needs support differentiated growth strategies. On the supply side, the market faces growth pressures but has opportunities in quality-of-life categories.
Key platform rules play a pivotal role in strategy execution:
Future Trends: Platforms will deepen strategic differentiation and explore niche opportunities. Merchants must align their product strategies with platform goals, while consumers should choose platforms wisely to meet their evolving needs efficiently.
1.1 CHANGES IN THE DEMAND SIDE
Consumer demand in the e-commerce market is increasingly showing a clear trend of stratification and segmentation.
During the current economic downturn, Chinese consumers’ income expectations are generally cautious, leading to more rational consumption. Value-for-money demand now dominates the consumer market. However, the complexity and diversity of consumer demand in the Chinese market provide strong support for the diversified and varied development of China’s e-commerce market.
Main Features of the Stratification and Segmentation of Consumer Demand in China’s E-commerce Market
The demand for an improved quality of life in China is driving the growth of specific product categories, particularly in the outdoor sports economy and the silver economy.
The outdoor sports economy is booming, with activities such as trekking, cycling, diving, surfing, camping, fishing, and skiing gaining popularity. Corresponding product categories include outdoor footwear and clothing, functional products (e.g., sun protection, waterproof, quick-drying gear), food supplies, protective gear, scenario equipment, outdoor tools, and accessories. The market size for outdoor products was 197.1 billion yuan in 2022 and is projected to expand to 2400 billion yuan by 2025, reflecting a significant growth trajectory.
The silver economy, catering to the elderly, is also witnessing rapid expansion. Products that enhance the quality of life for seniors include comfortable and functional clothing, health monitoring and protective gear, rehabilitation equipment, exercise tools, nutritional supplements, wellness products, and entertainment items such as books and music. The silver economy market size was 7 trillion yuan in 2023 and is expected to soar to 30 trillion yuan by 2025, underscoring its immense potential.
On the supply side, the Chinese e-commerce market has reached a bottleneck, with increasing pressure to identify new growth areas. Traditional e-commerce platforms face slowing growth, and conventional promotional strategies are losing effectiveness. Meanwhile, live-streaming e-commerce, though still growing, is experiencing a deceleration in growth rates.
An analysis of the 618 sales growth rates highlights this trend. In 2022, overall online sales grew by 20.3%, but this slowed to 14.8% in 2023, with a sharp decline to -7.0% projected for 2024. Similarly, comprehensive e-commerce sales growth fell from 17.5% in 2022 to 5.4% in 2023 and is expected to contract by -6.9% in 2024. Live-streaming e-commerce, which saw explosive growth of 124.0% in 2022, slowed to 27.6% in 2023, with further moderation to 12.1% growth anticipated in 2024.
These trends underscore the growing importance of differentiated strategies and niche market opportunities to overcome the challenges facing China’s e-commerce market.
From the perspective of meeting the demand for improved quality of life, the Chinese e-commerce market still holds rich structural development opportunities.
The demand growth for categories driven by the improvement of quality of life is strong
2.Strategic Changes in Chinese E-commerce Platforms
2.1 STRATEGIC CHANGES IN THE E-COMMERCE PLATFORM
In 2023, major e-commerce platforms focused on low-price strategies to stay competitive, responding to high demand for cost-effective products and fierce competition during the economic downturn. Platforms prioritized price competitiveness, aiming to help consumers save money, time, and effort. However, the success of these strategies varied due to differences in their strategic goals and core strengths. Cost-performance became a key driver for attracting consumers in challenging economic times.
Taobao:
Effect: The low-price strategy had little impact. In Q2 2024, Taobao’s retail revenue dropped by 2% year-on-year, and Alibaba’s net profit fell by 27%.
Reasons:
1. Taobao’s wide range of non-standardized categories, like clothing, complicates price comparison and increases price sensitivity.
2. Taobao’s customers prioritize product diversity and high-quality services over low prices, leading to fewer orders despite discounts.
JD.com:
Effect: The low-price strategy worked well. In Q2 2024, JD’s retail revenue grew by 1.5% year-on-year, and net profit surged by 69%, exceeding expectations.
Reasons:
1. JD’s standardized categories, like home appliances and 3C electronics, make price comparisons easy and enhance price sensitivity.
2. JD’s strong supply chain boosts its low-price competitiveness.
TikTok (Douyin):
Effect: The low-price strategy showed limited success. GMV growth slowed to below 40% in March 2024 and under 30% in Q2, missing expectations.
Reasons:
1. Brand owners control pricing tightly, making it hard for TikTok to compete on price.
In 2024, the core characteristics of strategic adjustments for e-commerce platforms can be summarized as the “dual approach”:
1) Combining platform characteristics, focusing on creating low-price competitive advantages that match their strategic positioning.
2) Focusing on creating differentiated competitive advantages beyond low-price competition.
Implementing the ‘dual approach strategy’ and actively creating differentiated competitive advantages has become the mainstream development model for e-commerce platforms
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.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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.
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.
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.Rule Changes of Chinese E-commerce Platforms
3.1 RULE OPTIMIZATION GUIDANCE FOR E-COMMERCE PLATFORMS
The underlying logic of platform rule optimization is to enhance platform competitiveness by improving consumer satisfaction. Then cooperate with the implementation of platform strategy Source: Public information, independent research and drawing by iResearch Consulting Research Institute.
In order to effectively cope with the dual impact of higher cost-effectiveness requirements during the economic downturn and the increasingly fierce competition for effective purchasing power, each platform continues to optimize platform rules. The fundamental motivation is to enhance the appeal to users by giving consumers a greater sense of gain, thereby improving the platform’s competitiveness and consolidating and expanding the platform’s basic base.
Platform rule optimization orientation: giving consumers a greater sense of gain
3.2 REFUND RULES ONLY – RULE PROFILE (1/4)
“Refund Only” Rule: Simplifying Returns and Boosting Trust
The “Refund Only” rule allows consumers to get refunds without returning the product in certain cases. It has become an industry standard, introduced to enhance platform competitiveness and improve customer satisfaction.
Purpose:
When It Applies:
This rule simplifies the shopping experience, ensuring higher satisfaction and trust in e-commerce platforms.
3.2 REFUND RULES ONLY – RULE PROFILE (2/4)
How the “refund only” rules of major e-commerce platforms evolved
3.2 REFUND RULES ONLY – RULE PROFILE (3/4)
“Refund Only” Rule: Usage and Platform Differences
The “Refund Only” rule is widely applied in scenarios involving low-priced, non-standard products and weak brand presence. Its usage varies based on platform type:
Platforms with White-Label Merchants (e.g., Pinduoduo):
Platforms with Brand Merchants (e.g., JD.com):
This rule enhances consumer trust on white-label platforms but is less common on brand-focused platforms with higher service standards.
3.2 REFUND RULES ONLY – RULE PROFILE (4/4)
The impact of refund rules on all parties in the platform ecosystem
Positive Aspects:
Negative Aspects:
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China’s outbound tourism industry is recovering rapidly, with improvements in visas and transportation enhancing the market’s recovery pace.
In 2023, China reclaimed its position as the top spender on international tourism, with $196.5 billion and travel reaching 88% of 2019 levels, projected to reach 97% by mid-2024. Full recovery of global tourism is expected in 2024, with a 2% increase in traveler numbers over 2019, driven by demand and better air connectivity in China and Asia.
China’s tourism industry has grown rapidly due to economic expansion, rising incomes, and a larger middle class, with 155 million outbound travelers spending $255 billion in 2019. In 2023, outbound travel hit nearly 101 million, aided by visa waivers. Ctrip’s hotel bookings now exceed 2019 levels, and by the second half of 2024, China’s outbound tourism is expected to reach 90% of pre-pandemic figures.
User Needs: Rapidly Changing Travel Demands
The post-90s and post-00s generations are now the dominant force in outbound tourism, driving significant changes across the industry. Just as the post-80s generation fueled the e-commerce boom, these younger generations are reshaping outbound tourism and influencing all market segments.
The following are key trends associated with these younger travelers:
1. Independent Travel: Flexibility is key, with more young travelers designing personalized itineraries.
2. YOLO Philosophy: Driven by a desire for self-expression, they seek meaningful, diverse experiences.
3. Experience Over Traditional Tourism: Young travelers prioritize immersive, unique adventures over typical sightseeing.
New Trends in Outbound Travel:
The Challenge: Challenges Facing Outbound Tourism Recovery
Despite positive trends, outbound tourism recovery faces challenges. A UNWTO survey shows that economic factors and travel safety concerns are major obstacles, affecting travel plans and consumer confidence. The industry must address these issues to ensure a full recovery.
Economic Environment and Travel Budgets:
The uncertain economy and unemployment risks are reducing travel budgets, with some travelers cutting back while others continue to spend despite inflation.
Geopolitical Instability and Safety Concerns:
Geopolitical instability, such as the Russia-Ukraine conflict, raises safety concerns, impacting travel to affected regions and neighboring countries.
Over-Tourism and Declining Travel Experiences:
Over-tourism in popular destinations like Barcelona and Venice is straining local infrastructure, lowering the quality of tourist experiences. To address this, the industry should improve capacity and promote less crowded destinations.
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.
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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.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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.
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.
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
OTA platforms are the main platforms for outbound travel users to book, fulfill, and obtain information, while short video and graphic platforms serve as important channels for gaining inspiration for outbound travel.
Ctrip holds nearly half of the market, leading the outbound travel market, while Fliggy Travel has quickly risen, capturing nearly 30% of the market, ranking second.
Ctrip’s strong competitiveness in flight and hotel services has helped it dominate the outbound group tour market. Outbound group tours involve travel agencies organizing and planning trips for groups, where participants follow set itineraries and pay for the entire trip as a package, often benefiting from group discounts. This travel style typically includes round-trip transportation.
Fliggy actively embraces the rising demand for independent travel driven by a younger user base, ranking first in the outbound independent travel market.
Ctrip leverages a vast user base and robust distribution and supply chain capabilities in flights and hotels to establish its core competitiveness in outbound tourism. The company has consistently invested in and acquired assets within the travel ecosystem, further strengthening its position in the market.
The OTA Platform Outbound Tourism Business Competitiveness Assessment Matrix evaluates seven modules—visa, traffic costs, transportation, accommodation, dining, local transport, and entertainment—across five dimensions, scoring a maximum of 50 points per module and 350 points total. Higher scores indicate stronger competitiveness.
Fliggy, backed by Alibaba, enhances traffic from Taobao, improving user acquisition and marketing synergy while strengthening its fulfillment capabilities in the outbound tourism market.
Alibaba and Ant Group have a massive user base, covering nearly all online consumers.
Fliggy’s outbound tourism business has been steadily gaining momentum, securing the top position in multiple segments of the outbound travel market.
Leveraging the WeChat ecosystem, Tongcheng Travel is focusing on the transportation and accommodation sectors, demonstrating significant competitive advantages that highly overlap with Ctrip’s areas of strength.
Meituan’s outbound tourism business is in the early stages and is actively expanding its overseas hotel, dining, and ticketing services.
Competitive Landscape: Ctrip has strong competitiveness in the transportation and hotel sectors, while Fliggy has clear advantages in visas, SIM cards, local transportation, and entertainment. Meituan is leading in the dining sector.
Competitive Landscape: The Chinese outbound tourism market exhibits a “2+2” competitive structure, with Ctrip and Fliggy firmly in the leading tier, while Tongcheng Travel and Meituan continue to strengthen their positions in their respective advantageous sectors.
Ctrip leads the outbound tourism market with strong brand recognition in transport and hotels. Fliggy, popular with younger travelers, excels in visas, communication services, and local experiences. Tongcheng Travel leverages the WeChat ecosystem and Ctrip collaboration, showing strength in transport and hotels with growth in vacations. Meituan is expanding in outbound tourism, focusing on hotels, ticketing, and leading dining.
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.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
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.
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.
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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