Why it matters

China represents a huge opportunity for those brands able to grow brand awareness and consideration. However, it is a highly competitive landscape, and can be tough to cut through in all-important social commerce ecosystems like Tmall and WeChat.


  • Tmall is the most effective platform for larger, better resourced brands, while WeChat offers a lower barrier to entry for brands arriving into the market for the first time.
  • There are three primary methods of marketing on WeChat: word-of-mouth via customer referrals, Key Opinion Leader influencer campaigns, and display ad formats.
  • Brands can access customer data gained through WeChat to create personalised messages to help drive sales.

With news that Alibaba’s latest Singles’ Day extravaganza had generated $38.4bn in gross merchandise volume worldwide in only 24 hours, it is little wonder that international brands are clamouring to carve out their own slice of the lucrative Chinese consumer market.