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3 tips for mobile marketing in China

By Annick Marcellin on January 24, 2020

This blog post was updated on 21 July 2021.

China has the largest online population in the world, which makes it very interesting to businesses wanting to expand internationally.

If you want to crack the Chinese market, you have to embrace mobile marketing.

99.7% of Chinese internet users go online using their mobile phone, so your marketing efforts must be geared towards mobile from start to finish.

This blog post will look at three tips for mobile marketing in China.

1. Be on WeChat

WeChat is known as China’s “super app” because it is hugely popular and many users spend multiple hours on there every day.

It is a place where you can share content, interact with users, sell products, and provide customer support.

People expect to see brands on there, so do not miss out on this massive opportunity!

2. Create videos

The Chinese online video market has more users than the population of the US and Japan combined, so it cannot be ignored!

Always use a professional Chinese native to help you choose your topics and write your scripts, so that the videos are as relevant to the local market as possible.

Be aware that YouTube is banned in China, so you will have to publish your videos on local alternatives like Youku, Tencent Video and Douyin.

3. Optimise your website for mobile

As well as the obvious user experience benefits, the mobile-friendliness of your website design is a ranking factor on the Chinese search engine Baidu.

Meta titles should ideally be under 17 Chinese characters, and meta descriptions under 60 Chinese characters.

Speed is an important part of mobile friendliness, so try to optimise your website to be as fast as possible.

I hope this blog post has given you a useful introduction to mobile marketing in China. For more in-depth information, read my free, full-length guide here. The guide covers:

  • Chinese mobile e-commerce and buyer behaviours
  • the most popular Chinese mobile payment options
  • the Chinese “super app” WeChat
  • the importance of video when targeting China
  • how to optimise your website for mobile in China
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Annick Marcellin

International Digital Marketing Consultant at Webcertain
Annick first got involved in international digital marketing in the 1990s when she was the Marketing Manager for a major UK B2B organisation, where she had responsibilities across various European markets. She went on to set up her own business as a private consultant in the consumer industry, practicing SEO, PPC and social media from a very early stage. Her background as an agency client and business owner are strong assets for Annick, who can easily relate to her clients’ needs and expectations, as well as the pressure they have to deliver tangible results. Annick is from France.

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