A guide to marketing in China & marketing vocabulary in Chinese

Chinese search engines

As you already know, Google is blocked in China, so consumers use alternative search engines for browsing the internet. The most common search engine is Baidu, which is China’s equivalent of Google. In fact, Baidu is the sixth-most visited website in the world, with 677 million monthly users. Here are a few other common search engines in China as well with some helpful vocabulary:

Chinese social media platforms

Just as most Western search engines are blocked in China, most social media platforms are also restricted. That means that most users in China rely on Chinese social media platforms like WeChat and Weibo, most of which aren’t very commonly used outside of China. So, if this is your first time advertising in the country, you’ll definitely want to set up accounts on China’s social media ecosystem.

E-Commerce in China

The e-commerce market in China is massive, having exceeded $3 trillion in transactions in 2022 (that’s trillion with a t!). That represents almost one in every two transactions worldwide, making this by far the largest e-commerce market in the world. If you’re looking to crack into this behemoth of a market, then you’ll definitely want to get started with the following e-commerce vocabulary words in Chinese:

Most popular e-commerce platforms in China

Although some Western e-commerce platforms operate in China, the vast majority of Chinese consumers shop on Chinese apps like Taobao and JD. In fact, Amazon recently announced it would close its Chinese app, marking another important milestone in the e-commerce giant’s retreat from the Chinese market. If you’re curious to know what apps Chinese people use for shopping or if you want to become a proficient seller, here are the apps you need to download immediately:

Double Eleven Shopping Holiday (双十一)

Anyone who grew up in the West could easily imagine that Black Friday (the Friday after Thanksgiving) is the biggest shopping holiday in the world. However, China’s Double Eleven shopping holiday takes the prize. Called 双十一 (shuāng shí yī) in Chinese, which literally means “a couple of elevens,” as it falls on 11/11 every year. This holiday was developed in the 90s as a way for companies to market to single people. That’s why it’s also commonly referred to as Single’s Day in English, alluding to the original intent of marketing to single people.

However, this holiday has exploded over the past decade, thanks in part to Alibaba’s efforts to turn this into a weeks-long shopping extravaganza. Now, Double Eleven deals start popping up in late October and run through the third week of November, with countless opportunities for shoppers to enjoy great deals on virtually any item available on TMall and almost any other e-commerce platform, including JD, Suning, and more.

This has now become a massive revenue driver for companies, both local and foreign. In 2022, Vitamix ran a Singles' Day video campaign that was viewed by over 100 million people — that’s almost as many people as watching the Superbowl!

So, if you’re looking to start selling your products on Chinese e-commerce platforms, then you need to put Double Eleven on your calendar and plan for it way in advance so you can outperform your competitors!

What’s a KOL?

One of the biggest tools foreign brands can use to connect with and build a strong reputation is a KOL, which stands for Key Opinion Leader. The concept of KOLs in China is somewhat unique, although still loosely related to that of influencers in the West. You’re probably used to influencers selling products and doing paid partnerships on social media, but a KOL isn’t just an influencer.

KOLs in China always have some topical authority on the products they promote. For example, a famous doctor might be a KOL for pharmaceutical brands. A successful hairstylist may be a KOL for haircare products. A certified fitness trainer may be a KOL for fitness products. You get the gist.

There are typically three tiers of KOLs: celebrities, bloggers, and influencers. The first tier includes A-list celebrities who can command authority on certain topics. The second tier is for bloggers who have dedicated their careers to becoming experts in a specific field, like handbags or perfumes. These people are experts in the field and their followers deeply respect their opinions. The third tier includes social media influencers, who can persuade their followers to make a purchase but aren’t necessarily seen as an authoritative source on a particular field.

This means that finding the right KOL for your brand is essential, as you can’t simply go off of follower counts and impressions — you need to make sure that the KOL is the right fit for your brand. Finding a suitable KOL can be a very strong way to enter the Chinese market, as you’ll have a reliable and reputable ally with a loyal following to help introduce you to Chinese consumers.

What’s a KOC?

If you’ve heard of a KOL, then you might have heard of a KOC. This acronym stands for Key Opinion Consumer, and they’re often included in KOL marketing campaigns. As its name suggests, a KOC is simply a consumer who can influence other consumers. These are key people who have no more than a few hundred followers yet can still have an impact on your products and marketing campaign.

Including KOCs in your campaigns in addition to KOLs has some distinct advantages. The most obvious one is that KOCs, given their small size, aren’t generally paid, so you’ll be able to include many of them without blowing up your budget. Second, KOCs have a higher degree of perceived authenticity. Since consumers know that KOCs aren’t paid, there is less at stake for leaving an honest review.

Working with KOCs can be as easy as identifying consumers who’ve already made a post about your product or have tagged your brand account on any of their publications. You can then reach out and ask if they’d be willing to make an extended review or simply leave a review on your website. Alternatively, you can contact KOCs and offer to send free products in exchange for a brief review.

Vocabulary words about KOLs & KOCs

The world of KOLs and KOCs is very vast, and there are many terms that you’re likely to encounter as you delve into it. Here are some of the most common vocabulary words about KOLs and KOCs in China.

Chinese marketing acronyms

You’re probably familiar with English marketing acronyms like SEO, PPC, KPI, CTR, and more, but what about Chinese acronyms? Perhaps you’d be surprised to learn that they also use acronyms for English terms, but maybe not the ones you’d expect. Here are the most common Chinese marketing acronyms:

Further your career with these Chinese marketing vocabulary terms

Whether you’re looking to become the newest e-commerce mogul in China or simply want to grow your business with some extra sales, getting a handle on these marketing terms is the best place to start. Penetrating the Chinese market can be a daunting task, but understanding what we’ve covered in this blog will help you cover the essentials. From the unique world of e-commerce to what goes on behind the Great Firewall, you’ve now got a glimpse into the thriving marketing environment of China.