The Ultimate Guide to China Social Media Marketing 2022

Ultimate Guide to China Social Media Marketing in 20221 A year of incredible change... In May, as we began writing this guide, we had no idea what was to come — in the past 12 months China's digital landscape has seen unprecedented change... New regulations, multiple crackdowns and the seemingly unstoppable rise of Douyin. We almost tore our hair out as page after page had to be rewritten or discarded. We set out to tell you what you need to know in 2022, but we're not in the fortune telling business, so in the end we tried to give you the best picture we could of where the ecosystem in China is at right now. In these uncertain times, one thing we can reassure you of is — marketing hasn't fundamentally changed. Speaking to our expert contributors, the same theme came up time and again: success ultimately depends on great content. We hope you enjoy reading the guide as much as we enjoyed writing it! KrisKAWO Marketing Director Linkedin.com/in/knutkristina kris@kawo.comAt KAWO, trust is really important to us. Just as we work hard to ensure our users trust the data inside our platform we've worked hard to make sure you can trust the credibility of the information in our guide. Wherever you see a [S] you'll find the link to the source of the information we used for a specific stat or insight. If you think we got something wrong, please let us know: guide@kawo.com[S]SHARE WITH YOUR TEAM Last year we gave 20+ webinars to teams wanting to understand China better. Enquire about a webinar...6Months of Research332Carefully Selected Sources18Interviews withExpert Contributors25Social Platforms112Beautifully Designed Pages7Breaking News Updates75Links to Further ReadingFor more good stuff like this follow KAWO on WeChat! Ultimate Guide to China Social Media Marketing in 2022Special Thanks2To all of our expert contributors who shared their expertise with us and agreed to be featured in this guide. •Aaron Chang •Alex Panayotopoulos •Andrew Schorr •Brian van Damme •Carol Shen •Edouard Konovalov •Elijah Whaley •Jenny Chen •Josh Gardner •Liz Zhao •Olivia Plotnick •PT Black •Rui Ma •Steve Mushero •Steven Yan •Thibault Genitay •Yujun Wu EDITOR Kris Knut KAWO Marketing Director kris@kawo.com Linkedin.com/in/knutkristinaEditorial TeamASSISTANT EDITOR Alex Duncan KAWO Co-founder alex@kawo.com Linkedin.com/in/acjduncanPutting together a guide like this is obviously a huge effort and the entire KAWO team all contributed in some form. However the stars of the show were...Join the KAWO marketing team jobs@kawo.comCreditsOur research for this guide drew on hundreds of sources which we’ve studied and referenced over the following pages:RESEARCHER Haoming Zhang (Roy) Marketing Intern Linkedin.com/in/haomingzhangRESEARCHER Jim Chen KAWO Marketing Executive jim@kawo.com Linkedin.com/in/jimchen Ultimate Guide to China Social Media Marketing in 2022Introduction 1 ...............................................Special Thanks & Credits 2 ..........................CHAPTER ONE Internet in China 4 ..............................Incredible Growth 5 .............................................Unique Social Ecosystem 6 ..................................Changing Nature of Netizens 7 ...........................The Almighty QR Codes 8 ....................................Impact of COVID 9 ................................................CHAPTER TWO Diversity of China 10 ...........................30 Years of Economic Growth 11 .......................Journey to Prosperity 12 ......................................City Tiers & Future Growth 13 ............................Chinese Consumer Profiles 14 ...........................Migrant Workers 16 .............................................Education 17 .........................................................Demographics 19 .................................................Generations 20 .....................................................CHAPTER THREE Tech Rivalries in China 22 ...................Major Players 23 ...................................................Battle for Dominance 24 .....................................Big Tech Under Fire 25 ........................................Big Tech's Impact on Marketing 26 ....................Revenue Streams of Big Tech 27 ........................Fast Apps 28 ..........................................................CHAPTER FOUR Marketing in China 29 .........................Current State of Marketing Teams 31 ................Bridging the Gap Between East & West 32 .......Entering The Chinese Market 33 ........................Rise of Chinese Brands 34 ...................................Major Marketing Trends 35 .................................Private Traffic 36 ...................................................B2B Marketing 37 .................................................New Internet Privacy Laws 38 .............................2022 Marketing Cale