If you’re thinking about expanding into China, you’re not alone. The market is huge, fast-moving, and full of opportunities. But before you dive in, let’s talk about the common mistakes that trip up even the most renowned brands.
I’ve seen companies—both large and small—enter China with high hopes, only to face challenges they never expected. The good news? These challenges can be avoided with the right approach. Here’s what most brands get wrong when trying to crack the China market.
1. Assuming the Same Digital Playbook Works
Most brands enter China thinking they can repurpose their global strategy—but here’s the thing: China has a completely different digital ecosystem.
Forget Google, Instagram, and Facebook—they don’t work here. Instead, you’ll need to get familiar with WeChat, RedNote (Xiaohongshu), Douyin, and Baidu. Each platform plays a unique role:
- WeChat is your brand’s mini-website, customer service hub, and CRM—all in one.
- RedNote (Xiaohongshu) is where consumers discover and review products (think of it as Instagram meets TripAdvisor).
- Douyin (China’s TikTok) is where brands go viral—but only if they truly understand local trends.
- Baidu is your SEO battleground—because if you’re not searchable on Baidu, you’re invisible in China.
The Fix: Instead of translating your existing content, create platform-specific strategies tailored to how Chinese consumers use digital channels.
2. Copy-Pasting Global Branding & Messaging
You might think your brand identity is universal, but what works in the West doesn’t always land well in China.
A few years ago, Dolce & Gabbana faced massive backlash when a tone-deaf campaign alienated Chinese consumers. Even big names like Burberry and Mercedes-Benz have had missteps that cost them millions.
Why? Because branding in China is not just about translation—it’s about cultural resonance.
The Fix: Successful brands localise not just language, but storytelling. They tap into local trends, adapt their tone, and make sure their messaging aligns with Chinese values, aspirations, and humour.
3. Thinking Influencers Are Just a ‘Nice-to-Have’
In the West, influencer marketing is one part of a marketing strategy. In China? It’s often the most important factor in driving sales.
Chinese consumers rely heavily on recommendations from Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs)—because trust is everything. A celebrity influencer (KOL) can move millions of dollars in sales within minutes during a live stream. Meanwhile, KOCs (micro-influencers and everyday users) drive credibility and word-of-mouth marketing.
The Fix: A strong influencer strategy is non-negotiable. But beware—picking the wrong KOL can burn through your budget without delivering results. The key is to find influencers who genuinely align with your brand and target audience.
4. Treating China as ‘One Market’
If you think what works in Beijing will work in Chengdu, think again. China isn’t one market—it’s multiple markets with different preferences.
For example:
- Consumers in Shanghai might love international brands, while those in smaller cities prefer localised products.
- Spicy hot pot flavours sell well in Sichuan, but may not be popular in northern China.
- Payment preferences vary—Alipay dominates in some areas, WeChat Pay in others.
The Fix: Regional segmentation is key. Research where your ideal customers are located and tailor your approach based on their lifestyle, spending habits, and local competitors.
5. Overlooking China’s Complex Regulations
China has strict rules around advertising, social media, and e-commerce—and ignoring them can get your brand into trouble.
For example:
- Want a Chinese website? You’ll need an ICP license to host it in China.
- Running ads? There are strict content restrictions you must follow. For example, if you’re selling overseas properties, there are limited channels where you can advertise.
- Selling online? Platforms like Tmall and JD.com have high entry barriers and require a strong track record.
The Fix: Work with local experts to ensure your website, ads, and product listings meet compliance standards before launch.
6. Expecting Immediate ROI
A common mistake? Brands enter China expecting overnight success—only to be disappointed when results take longer than expected.
The reality is, China is a highly competitive market, and success isn’t just about launching—it’s about sustained visibility. Chinese consumers don’t trust brands easily; they rely on multiple touchpoints across different platforms before making a purchase.
Unlike in the West, where a strong website and social presence might be enough, in China, your brand needs to be visible across multiple channels—from Baidu SEO and WeChat content to
RedNote(Xiaohongshu) recommendations, Douyin engagement, and influencer endorsements. A one-platform approach won’t cut it.
The Fix: Patience and consistency are key. It often takes 6-12 months to gain traction. Focus on building brand awareness across key platforms, maintaining an active presence, and earning credibility through consistent content, influencer partnerships, and community engagement. The brands that succeed in China are the ones that invest in visibility, not just direct conversions.
Final Thoughts: Get China Right from Day One
Expanding into China is exciting, but it’s also a high-stakes game. The brands that thrive are the ones that take the time to understand the market, localise their approach, and play the long game.
Thinking of launching in China? Let’s chat! I help brands navigate China’s digital landscape with the right strategy, platforms, and execution—so you can avoid common pitfalls and set yourself up for success.
