China Marketing 101

Wed, 01/01/2020 - 15:47

If you're learning about marketing in China, this is a great place to start. We'll take you through step-by-step.

These posts are intended for people with some marketing experience, and varying degrees of experience with China.

An Overview of Chinese Marketing

  1. 5 Keys to Success for Implementing a Chinese Marketing Campaign - A good place to start.
  2. China Digital Marketing for Western Businesses - Discusses marketing channels further.
  3. Brief Intro to The Chinese Language - Which type of Chinese should you use for marketing in China?

Chinese Search Engines

  1. China’s 4 Major Search Engines
  2. China SEM Campaign Pre-launch Checklist - Focused on Baidu, but also relevant for 360, Sogou and other Chinese search engines.
  3. Baidu Search Ad Formats - There's more to Baidu than just text ads. Also, a lot of Chinese words can fit in one ad.
  4. The Anatomy of a Baidu Search Results Page
  5. Baidu SEO Basics - How to Optimize Your Site for Baidu
    1. Technical On-site SEO
    2. Baidu Webmaster FAQ
  6. Baidu's Paid Search Interface

Chinese Social Media

  1. Everything You Need to Know About WeChat
    1. What is a WeChat Company Page (Official Account)
    2. Everything You Need to Know About WeChat Public Accounts
    3. WeChat Analytics
  2. KOLs (Influencers) in Chinese Marketing Campaigns
  3. Weibo Marketing
    1. A Simple Guide to Weibo Setup & Verification for Foreign Companies
  4. Douyin Marketing
  5. A Thorough Guide to Influencing on Douyin - For Individuals and Businesses (2020)
  6. Xiaohongshu - Introduction and marketing
  7. Live-streaming
  8. QQ Marketing
  9. Chinese podcast monetization (Ximalaya)

Websites, Payments

  1. Website Localization for China
  2. Problems with Hosting a Website in China
  3. 5 Myths About Hosting in China and Chinese Domain Names
  4. All about ICP Licenses
  5. Online Payments in China - Which payment methods should foreign companies use?
  6. Baidu Analytics Guide

Branding & Design

  1. Choosing the Right Chinese Company Name


  1. 7 Ways to Improve Your Video Conferencing in China
  2. Marketing Plan Template  - A very simple Google Doc template that we use to keep cross-cultural teams on the same page.


  1. Affiliate Marketing in China

B2B Marketing

  1. China B2B Social Marketing
  2. Zhihu Marketing for B2B - A bit like the "Quora of China", Zhihu is one of the best places to engage with business-oriented readers.
  3. Make the Most of Your Content Marketing in China

Marketing for Educational Institutions (Student Recruitment)

  1. Complete List of Ways to Recruit Chinese International Students
  2. Survey of Chinese International Students on Problems They Face Abroad - To recruit Chinese students, it's important to understand how they think.