How to Enter the Chinese Market through Digital Marketing
Last updated: 4 November 2026 · By Rozita, 90 Degrees Asia
Quick answer: To enter the Chinese market through digital marketing, build for China’s own ecosystem rather than Google and Meta. Localise content into simplified Chinese, optimise for Baidu, set up a WeChat Official Account, choose social and e-commerce platforms such as Douyin, Xiaohongshu or Tmall that fit your buyers, and plan for licensing and data rules early.
China has one of the world’s largest online audiences, but almost none of the platforms foreign marketers rely on elsewhere. Success depends on choosing the right local channels, localising properly and respecting the regulatory groundwork. In this guide, 90 Degrees Asia, a Singapore-based B2B digital marketing agency, walks through the practical steps for companies planning their first digital push into China.
Why is digital marketing the best way to enter the Chinese market?
Digital channels let you test demand, build awareness and generate leads in China before committing to offices, distributors or large trade show budgets. The audience is vast and almost entirely online.
According to CNNIC’s 57th Statistical Report on China’s Internet Development, China had 1.125 billion internet users by December 2025, an internet penetration rate of 80.1%. Buyers, both consumers and business decision makers, research suppliers on search engines, social platforms and messaging apps long before they speak to a salesperson. A well-planned digital presence makes you visible during that research phase.
For a wider view of the factors that shape a successful entry anywhere in the region, see our article on factors to consider for market entry into Asia.
How is China’s digital ecosystem different from the rest of the world?
Google, YouTube, Facebook, Instagram, WhatsApp and X are not accessible in mainland China without workarounds, so Chinese users rely on domestic alternatives. Your entry plan needs a local equivalent for every channel you use elsewhere.
| Purpose | Typical global channel | Main China equivalent | Best use for B2B |
|---|---|---|---|
| Search | Baidu, Bing, 360 Search (Haosou) | SEO, paid search, brand credibility | |
| Messaging and owned media | WhatsApp, email newsletters | WeChat Official Accounts | Content, lead capture, customer service |
| Short video | TikTok, Instagram Reels | Douyin, WeChat Channels | Product demos, explainers, live streams |
| Long video | YouTube | Bilibili, Tencent Video | Tutorials, webinars, technical content |
| Microblogging and news | X | Announcements, PR, trending topics | |
| Expert Q&A | Quora, Reddit | Zhihu | Thought leadership for technical buyers |
| Reviews and discovery | Instagram, Pinterest | Xiaohongshu (RedNote) | Lifestyle, design and consumer-facing brands |
| E-commerce | Amazon | Tmall, JD.com, Douyin shops | Direct sales and cross-border trade |
How important is Baidu SEO for entering China?
Baidu is still the single most important search engine in China, but it is no longer the only one worth planning for. Statcounter put Baidu at 49% of search engine market share in China in October 2026, with Bing at 21.69% and Haosou at 8.67%.
That is a very different picture from the 70% share often quoted a few years ago, and it means a sound China search strategy covers Baidu first while keeping Bing and 360 Search in view.
- Localise, do not just translate: research Chinese-language keywords directly, as buyers often use different terms from a literal translation of your English keywords.
- Use simplified Chinese: it is the standard script in mainland China. Hong Kong, Macau and Taiwan mainly use traditional Chinese, so create separate versions if those markets matter to you.
- Consider hosting and speed: sites hosted outside China can load slowly for mainland users. Hosting in mainland China requires an ICP filing, which normally needs a local entity, so many foreign firms start with a fast Hong Kong or Singapore-hosted Chinese site.
- Build Baidu’s own properties: Baidu Baike (its encyclopaedia), Baidu Zhidao (Q&A) and Baijiahao (publishing) help your brand appear across results pages.
Tip: Overseas advertisers can usually run Baidu paid search through authorised resellers with business documentation. Ad copy and landing pages should be in Chinese; English-only campaigns rarely perform.
Which social media platforms should you use in China?
For most B2B companies, WeChat is the essential starting point, supported by one or two platforms chosen to match how your buyers research. Trying to be everywhere at once usually spreads budgets too thin.
Tencent’s Q2 2026 results reported 1.439 billion combined monthly active users of Weixin and WeChat as of 30 June 2026. A WeChat Official Account works as your website, newsletter and customer service channel in one, and Mini Programs can host product catalogues, event registration and lead forms. Read more in our overview of WeChat, China’s super app.
Douyin and WeChat Channels
Short video and live streaming are now central to how Chinese buyers discover products. B2B brands use Douyin and WeChat Channels for factory tours, product demos and expert explainers. Our guide on how B2B companies can use video content in China covers formats that work.
Xiaohongshu (RedNote)
Xiaohongshu has become a search engine for product reviews and recommendations. The Straits Times reports that it has 300 million monthly active users, with a strong following among younger, urban users. It suits brands in design, lifestyle, education, travel and premium consumer goods more than heavy industrial B2B.
Weibo, Zhihu and Bilibili
Weibo is useful for announcements and public relations, Zhihu for in-depth expert answers that technical buyers trust, and Bilibili for longer tutorials aimed at younger professionals and engineers.
How do KOLs and e-commerce platforms fit into a China entry plan?
Key opinion leaders (KOLs) and established marketplaces help you borrow trust and reach while your own brand is still unknown in China. Used well, they shorten the time it takes to build credibility.
- KOLs and KOCs: industry experts, analysts and niche creators often outperform celebrity influencers for B2B, as their audiences are smaller but far more relevant. See our guide to KOL marketing in China.
- Tmall and Tmall Global: Alibaba’s platforms remain a leading entry point for international brands, with cross-border options that do not require a mainland entity.
- JD.com: known for reliable logistics and strength in electronics and industrial supplies, including its JD Industrials business.
- B2B marketplaces: 1688.com and industry-specific platforms can help manufacturers and suppliers reach domestic buyers.
What legal and practical steps should you plan before launching?
Plan for licensing, data protection and payments early, as they shape which channels you can use and how quickly you can launch. Getting these wrong can delay campaigns by months.
- Personal data: China’s Personal Information Protection Law (PIPL) governs how you collect, store and transfer leads’ data, including cross-border transfers to a regional CRM.
- Advertising rules: China’s Advertising Law restricts absolute claims such as “best” or “number one”, so review copy carefully.
- Trademarks: register your brand name, including a Chinese-language name, before you start promoting it.
- Local support: work with partners who handle account verification, payments and platform relationships on the ground.
Tip: Start with a focused pilot, for example a Chinese website, a WeChat Official Account and one paid channel, then expand based on the leads and engagement it produces.
Key takeaways
- China has more than 1.1 billion internet users, but its digital ecosystem is almost entirely separate from Google and Meta.
- Baidu leads search with about half of the market, so optimise for Baidu first while keeping Bing and 360 Search in view.
- A WeChat Official Account is the foundation for most B2B brands, supported by one or two platforms such as Douyin, Zhihu or Xiaohongshu.
- Localise into simplified Chinese with native keyword research rather than translating English content.
- KOLs and marketplaces such as Tmall, JD.com and 1688.com help new entrants borrow trust and reach.
- Plan for PIPL, advertising rules, trademarks and hosting requirements before launch.
Frequently asked questions
Can a foreign company market in China without a local entity?
Yes, to a point. Overseas companies can usually run Baidu ads through authorised resellers, register an overseas-verified WeChat Official Account and sell via cross-border platforms such as Tmall Global. A local entity becomes necessary for some account types, mainland hosting with an ICP filing and domestic e-commerce stores.
Is Baidu still the most important search engine in China?
Baidu remains the largest, with 49% of search engine market share in China in October 2026 according to Statcounter, followed by Bing at 21.69%. For B2B, also optimise for search inside WeChat, Xiaohongshu, Zhihu and Douyin, where many buyers now start their research.
Which social platforms should B2B companies use in China?
Most B2B brands start with a WeChat Official Account and WeChat Channels, as WeChat reaches over 1.4 billion monthly users. Zhihu suits expert content, Douyin and Bilibili suit explainer video, and Xiaohongshu works for brands whose buyers research lifestyle, design or consumer-facing products.
Do I need to translate my content into Chinese?
Yes. Content for mainland China should be written or professionally localised in simplified Chinese, not machine translated. Hong Kong, Macau and Taiwan mainly use traditional Chinese, so create separate versions if those markets matter. English-only content rarely ranks or gets shared in China.
How can 90 Degrees Asia help companies enter the Chinese market?
90 Degrees Asia helps B2B companies plan market entry across APAC, including China. The team can assess channel fit, prepare localised content, coordinate with specialist China partners for Baidu, WeChat and KOL activity, and connect China campaigns to your wider regional lead generation programme.
Planning to enter the Chinese market? Contact 90 Degrees Asia to discuss your goals, the channels that fit your buyers and a realistic pilot plan for China and the wider APAC region.
