Marketing Trends in China: From Dragon’s Year to the Year of Snake

China’s marketing trends are constantly evolving, setting the pace for innovation and consumer engagement worldwide. In 2024, brands raised the bar with creative strategies that embraced live-streaming, responded to the booming demand for health and wellness, and catered to a growing appetite for premium products. These approaches didn’t just help brands reach their audiences—they fostered stronger connections and built loyalty in an increasingly competitive market.  

Looking ahead to 2025,  the changes are just getting started. Marketing trends are set to evolve further, driven by technological advancements, shifting consumer priorities, and the growing influence of Gen Z. In this article, Mobupps will take a closer look at how brands excelled in 2024 and explore the key trends shaping the marketing world in 2025. 

How did brands excel in 2024?

1. The live-streaming revolution in China has dramatically reshaped e-commerce, transforming how brands connect with consumers and how consumers shop. Livestreaming platforms like Taobao Live, Douyin (TikTok), and Kuaishou have exploded in popularity, becoming major channels for product discovery and purchasing. Consumers increasingly relied on live streams for product information and purchase decisions, blurring the lines between entertainment and shopping. The dynamic and interactive nature of live streams encouraged impulsive purchases, particularly with limited-time offers and exclusive deals.

These platforms provided valuable data on consumer behavior and preferences, allowing brands to refine their marketing strategies. Livestreaming has become a crucial sales channel for brands, enabling them to reach wider audiences and generate significant revenue. Brands bypassed traditional retailers and connect directly with consumers, fostering stronger brand loyalty. 

2. The health and wellness boom was a significant trend sweeping across China. Chinese consumers were increasingly prioritizing their physical and mental well-being, leading to a surge in demand for products and services that support a healthier lifestyle. 

Have you noticed how many people around you have taken care of their health in 2024? It’s because health and wellness aren’t just trends — they’ve become a way of life. Growing awareness about health risks, fueled by eye-opening government campaigns and public health initiatives, has made people prioritize staying ahead of illness. But it’s not just about dodging disease anymore; the focus has expanded to embrace holistic well-being. People are chasing balance in all aspects of life—physical fitness, mental clarity, and emotional resilience. Adding to the momentum, rising disposable incomes have made it easier for consumers to invest in products and services that promise to elevate their lifestyles and keep them thriving.

How did brands keep up? Smart brands led the charge. Innovation took center stage, with game-changing products hitting the market. From functional foods and nutrient-packed drinks to cutting-edge wearables and AI-powered health trackers, brands delivered solutions tailored to this health-conscious wave. Marketing also got a makeover, with campaigns highlighting clean, natural ingredients, sustainable practices, and products that genuinely improve well-being. But the real magic happened with experiential marketing. Brands turned wellness into an experience, hosting fitness classes that felt like parties, curating luxurious wellness retreats, and organizing hands-on workshops that left people inspired and energized. In 2024, health and wellness was a movement, consumers lived the lifestyle they craved, and the brands leading it are proving that taking care of yourself can be as fun as it is fulfilling.

3. The premiumization trend in China reflected a significant shift in consumer behaviour. Chinese consumers, particularly those in the burgeoning middle class, were increasingly prioritising quality over quantity. They were ready to spend more on higher-end products and experiences offering superior quality, unique features, and a sense of exclusivity. This trend has been driven by several key factors that resonate strongly with consumers.  

First, there’s the ever-present desire for exclusivity and status. Premium brands hold immense appeal as symbols of social status, attracting individuals who seek to stand out and express their uniqueness. Owning a luxury product becomes a way to differentiate oneself in a competitive and image-conscious market.  

Second, growing awareness of quality has played a significant role. With greater access to information and increased global travel, Chinese consumers have been exposed to elevated standards of craftsmanship and design. This heightened exposure has cultivated a deeper appreciation for quality, making premium brands a natural choice for those seeking products that combine superior aesthetics with exceptional functionality.

What marketing trends await us in 2025?

1. Experience Commerce 

In 2025, brands in China will no longer just selling products—they will craft experiences. Companies are going to host virtual events, product launches, and even fully immersive branded games to connect with their audiences. Live streaming continues to evolve into a hybrid of entertainment and shopping, where influencers and brand reps engage directly with customers while showcasing products. Interactive campaigns, like gamified promotions or quizzes, will become essential for brands looking to make a lasting impression. It’s all about going beyond the transaction to create moments that customers want to share and relive.

2. Short-Video Dominance Continues  

The dominance of short-video platforms like Douyin shows no signs of slowing down in 2025. These platforms have become a powerhouse for marketing, offering brands a direct way to captivate audiences with quick, engaging, and impactful content. UGC will also hold incredible sway, as customers trust reviews and real-world usage over polished ads. And with in-app purchasing options and personalized shopping features consumers easily can buy products recomended by favourite influencers.

3. Web3 Integration  

In 2025, brands in China will embrace Web3 technologies to revolutionize how they engage with their audiences. By leveraging blockchain, companies will introduce secure and transparent loyalty programs, where customers earn points or rewards that can be tracked and redeemed without intermediaries. NFTs will be used creatively, offering exclusive digital collectibles like limited-edition art, virtual clothing, or event tickets that give consumers a sense of ownership and status. Some brands will also experiment with decentralized marketing platforms, empowering communities to co-create and share campaigns in exchange for tokenized rewards. This shift will represent a new era of marketing, where trust, ownership, and collaboration take center stage, resonating especially with younger, tech-savvy consumers eager for innovative and interactive experiences. 

4. Focus on Authenticity and Trust  

Chinese audiences, especially Gen Z, will prefer brands align with their values and demonstrate ethical practices. Marketing campaigns built around genuine connections —such as unscripted stories, real-life testimonials, or behind-the-scenes content— will gain traction. Social responsibility is a must because brands are expected to actively contribute to societal and environmental causes, whether by reducing their carbon footprint, supporting marginalized communities, or ensuring fair labor practices. Those that fail to build trust or appear disingenuous risk losing their audience’s loyalty. Marketing success hinges on being real, relatable, and responsible.

In conclusion, we would like to highlight marketing in China is very developed, and in order to stay ahead of competitors every year, a deep understanding and analysis of developing trends and strategies is required. The Mobupps team can become your brand navigator, combining cultural ideas with innovative strategies. 

Are you ready to harness the full potential of China's developing marketing? Then contact Mobupps, and let's follow the trends of 2025 together, which will match your brand vision and the unique dynamics of the Chinese market.

China’s marketing trends are constantly evolving, setting the pace for innovation and consumer engagement worldwide. In 2024, brands raised the bar with creative strategies that embraced live-streaming, responded to the booming demand for health and wellness, and catered to a growing appetite for premium products. These approaches didn’t just help brands reach their audiences—they fostered stronger connections and built loyalty in an increasingly competitive market.  

Looking ahead to 2025,  the changes are just getting started. Marketing trends are set to evolve further, driven by technological advancements, shifting consumer priorities, and the growing influence of Gen Z. In this article, Mobupps will take a closer look at how brands excelled in 2024 and explore the key trends shaping the marketing world in 2025. 

How did brands excel in 2024?

1. The live-streaming revolution in China has dramatically reshaped e-commerce, transforming how brands connect with consumers and how consumers shop. Livestreaming platforms like Taobao Live, Douyin (TikTok), and Kuaishou have exploded in popularity, becoming major channels for product discovery and purchasing. Consumers increasingly relied on live streams for product information and purchase decisions, blurring the lines between entertainment and shopping. The dynamic and interactive nature of live streams encouraged impulsive purchases, particularly with limited-time offers and exclusive deals.

These platforms provided valuable data on consumer behavior and preferences, allowing brands to refine their marketing strategies. Livestreaming has become a crucial sales channel for brands, enabling them to reach wider audiences and generate significant revenue. Brands bypassed traditional retailers and connect directly with consumers, fostering stronger brand loyalty. 

2. The health and wellness boom was a significant trend sweeping across China. Chinese consumers were increasingly prioritizing their physical and mental well-being, leading to a surge in demand for products and services that support a healthier lifestyle. 

Have you noticed how many people around you have taken care of their health in 2024? It’s because health and wellness aren’t just trends — they’ve become a way of life. Growing awareness about health risks, fueled by eye-opening government campaigns and public health initiatives, has made people prioritize staying ahead of illness. But it’s not just about dodging disease anymore; the focus has expanded to embrace holistic well-being. People are chasing balance in all aspects of life—physical fitness, mental clarity, and emotional resilience. Adding to the momentum, rising disposable incomes have made it easier for consumers to invest in products and services that promise to elevate their lifestyles and keep them thriving.

How did brands keep up? Smart brands led the charge. Innovation took center stage, with game-changing products hitting the market. From functional foods and nutrient-packed drinks to cutting-edge wearables and AI-powered health trackers, brands delivered solutions tailored to this health-conscious wave. Marketing also got a makeover, with campaigns highlighting clean, natural ingredients, sustainable practices, and products that genuinely improve well-being. But the real magic happened with experiential marketing. Brands turned wellness into an experience, hosting fitness classes that felt like parties, curating luxurious wellness retreats, and organizing hands-on workshops that left people inspired and energized. In 2024, health and wellness was a movement, consumers lived the lifestyle they craved, and the brands leading it are proving that taking care of yourself can be as fun as it is fulfilling.

3. The premiumization trend in China reflected a significant shift in consumer behaviour. Chinese consumers, particularly those in the burgeoning middle class, were increasingly prioritising quality over quantity. They were ready to spend more on higher-end products and experiences offering superior quality, unique features, and a sense of exclusivity. This trend has been driven by several key factors that resonate strongly with consumers.  

First, there’s the ever-present desire for exclusivity and status. Premium brands hold immense appeal as symbols of social status, attracting individuals who seek to stand out and express their uniqueness. Owning a luxury product becomes a way to differentiate oneself in a competitive and image-conscious market.  

Second, growing awareness of quality has played a significant role. With greater access to information and increased global travel, Chinese consumers have been exposed to elevated standards of craftsmanship and design. This heightened exposure has cultivated a deeper appreciation for quality, making premium brands a natural choice for those seeking products that combine superior aesthetics with exceptional functionality.

What marketing trends await us in 2025?

1. Experience Commerce 

In 2025, brands in China will no longer just selling products—they will craft experiences. Companies are going to host virtual events, product launches, and even fully immersive branded games to connect with their audiences. Live streaming continues to evolve into a hybrid of entertainment and shopping, where influencers and brand reps engage directly with customers while showcasing products. Interactive campaigns, like gamified promotions or quizzes, will become essential for brands looking to make a lasting impression. It’s all about going beyond the transaction to create moments that customers want to share and relive.

2. Short-Video Dominance Continues  

The dominance of short-video platforms like Douyin shows no signs of slowing down in 2025. These platforms have become a powerhouse for marketing, offering brands a direct way to captivate audiences with quick, engaging, and impactful content. UGC will also hold incredible sway, as customers trust reviews and real-world usage over polished ads. And with in-app purchasing options and personalized shopping features consumers easily can buy products recomended by favourite influencers.

3. Web3 Integration  

In 2025, brands in China will embrace Web3 technologies to revolutionize how they engage with their audiences. By leveraging blockchain, companies will introduce secure and transparent loyalty programs, where customers earn points or rewards that can be tracked and redeemed without intermediaries. NFTs will be used creatively, offering exclusive digital collectibles like limited-edition art, virtual clothing, or event tickets that give consumers a sense of ownership and status. Some brands will also experiment with decentralized marketing platforms, empowering communities to co-create and share campaigns in exchange for tokenized rewards. This shift will represent a new era of marketing, where trust, ownership, and collaboration take center stage, resonating especially with younger, tech-savvy consumers eager for innovative and interactive experiences. 

4. Focus on Authenticity and Trust  

Chinese audiences, especially Gen Z, will prefer brands align with their values and demonstrate ethical practices. Marketing campaigns built around genuine connections —such as unscripted stories, real-life testimonials, or behind-the-scenes content— will gain traction. Social responsibility is a must because brands are expected to actively contribute to societal and environmental causes, whether by reducing their carbon footprint, supporting marginalized communities, or ensuring fair labor practices. Those that fail to build trust or appear disingenuous risk losing their audience’s loyalty. Marketing success hinges on being real, relatable, and responsible.

In conclusion, we would like to highlight marketing in China is very developed, and in order to stay ahead of competitors every year, a deep understanding and analysis of developing trends and strategies is required. The Mobupps team can become your brand navigator, combining cultural ideas with innovative strategies. 

Are you ready to harness the full potential of China's developing marketing? Then contact Mobupps, and let's follow the trends of 2025 together, which will match your brand vision and the unique dynamics of the Chinese market.

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Marketing Trends in China: From Dragon’s Year to the Year of Snake