The China market is progressive in many ways.
If you have been following the market trends – in general, and also in the internet sector for many years – you have probably seen the transformation of how domestic and global companies operate.
The way they do business, how they capitalize resources and talents, and how they maximize their knowledge and experience of the market—only show that global companies should be equipped before they expand in the Mainland and even overseas.
What was once known as the manufacturing hub of the west is becoming an innovation superpower as World Economic Forum put it.
READ MORE >>> Chinese Translation and Localization Playbook on Business Growth
By 2025, it’s predicted that about 75% of people around the world will only use their phones to go online, according to warc.com. China’s already way ahead of the curve when it comes to mobile internet use, so it’s a safe bet they’ll be right there with that number, or maybe even higher! This means if businesses want to connect with folks in China, they really need to focus on mobile-friendly strategies.
Let’s take a look at the latest trends below and may this list serve as a guide for global companies, an overview of the market, and what to expect in the next few years.
1. Cashless society via mobile payments
China is already living in the future with its cashless society powered by mobile payments in WeChat. And this trend will continue to grow as two payment giants, AliPay and WeChatPay, have further consolidated their popularity as the South China Morning Post put it, which are the preferred payment options among China’s wealthiest individuals.
2 Lower-tier cities in China are rapidly growing and closing the gap in e-commerce adoption.
While mobile usage and the e-commerce sector in megacities have reached high saturation, global companies should not overlook opportunities in other cities. In fact, consumer spending in lower-tier cities is on the rise and is expected to grow significantly. According to a report by Morgan Stanley, the spending power of these cities could reach up to $9.7 trillion by 2030.
These emerging markets present promising opportunities for global investors and entrepreneurs, particularly in industries such as consumer goods, domestic automobiles, travel, entertainment, and gaming.
Robin Xing, China’s Chief Economist at Morgan Stanley, highlights several cities—Xuzhou and Nantong in the east, Quanzhou in the south, and Baoding in the north—as key drivers of national consumption in the coming years
3 live-streaming
As consumers become more digitally savvy and connected online, global companies must diversify their marketing channels to effectively engage their target audience. In China, live streaming has become a booming industry, and while it may have reached its peak, it still offers significant opportunities. Despite regulatory hurdles and rising costs, the luxury market can leverage this channel with the right strategy.
Many leading luxury brands have already embraced live streaming, integrating it into their marketing efforts alongside traditional video promotions. Louis Vuitton, Gucci, and Dior, among others, have streamed their fashion shows across major social media platforms, tapping into this highly interactive medium to connect with global audiences.
4. Domestic brands are becoming popular
The domestic brands have started innovating and creating their products and services, which are becoming popular in the Mainland and outside of China. We say goodbye to China’s former identity as being a copycat, but rather the rise of these domestic brands prove that they can compete on a global scale.
This smartphone advertisement from AGM-X2 is hilarious, yet it’s something a digitally savvy millennial would love to buy. And despite China still struggling to build a global fashion brand, it can thrive within its borders as the middle-class’ income grow and talented fashion designers in Shanghai are making it big in the industry.
5. Sharing Economy: The New Gold Rush?
The sharing economy continues to thrive, attracting increasing investment and financial growth. In 2025, global transactions in the industry are projected to surpass $1.5 trillion, reflecting its ever-expanding influence across multiple sectors. Investment volume has also surged, with a 35% year-over-year growth, highlighting strong investor confidence.
In the transportation sector, Didi Global remains the dominant player, maintaining its lead over competitors. Since acquiring Uber China in 2016, Didi has expanded its market presence, integrating AI-driven mobility solutions and sustainable transport options to meet evolving consumer demands.
6. The rise Copy to China (C2C) Business model in IT sector
You’ve probably come across phrases like “the Google of China” or “the Twitter of China” in various articles. These comparisons arise because domestic companies, such as Baidu—China’s leading search engine—have outperformed foreign counterparts by deeply understanding the local market.
China’s tech giants, collectively known as BAT (Baidu, Alibaba, and Tencent), have successfully localized Western business models to better meet consumer needs.
The C2C (Copy-to-China) business model refers to Chinese companies adapting successful foreign concepts while fine-tuning them for the local market—particularly in the IT industry. This approach has not only shaped China’s e-commerce and sharing economy but also fueled rapid technological innovation.
While some critics dismiss this as mere “copying,” China’s tech scene has moved beyond replication to true innovation. Nowhere is this more evident than in Tencent’s seamless payment ecosystem, where users can shop, book services, transfer money, and manage daily tasks—all within a single app.
7. WeChat: Still King of the Hill
There’s no doubt that WeChat remains the undisputed leader in mobile app usage. Often referred to as the Swiss Army knife of apps, it seamlessly integrates countless functions, making it an essential part of daily life in China. What makes WeChat truly invincible is Tencent’s strategic approach to diversification—constantly expanding its ecosystem to keep users engaged.
Beyond its customer-centric updates and features, which enable everything from messaging and payments to conference calls, WeChat also serves as a powerful business tool. It offers a variety of mobile marketing solutions for brands, including ads, pop-up programs, interactive games, and mini-program apps, allowing businesses to tap into its massive user base.
Tencent has mastered the art of user retention and ecosystem building, making it nearly impossible for companies to ignore its technology, vast reach, and robust data insights. In today’s digital economy, leveraging WeChat is no longer just an option—it’s a necessity.
WeChat is more than messaging—it’s a super app integrating communication, social media, payments, business tools, and more.
Key Functions:
Communication: Text/voice messaging, calls, Moments, Channels, groups, stickers.
Payments: WeChat Pay, QR codes, transfers, red packets, bill payments.
Business: Official Accounts, ads, Mini Programs, WeCom, CRM.
E-commerce: Stores, food ordering, ride-hailing, tickets, appointments.
Entertainment: Games, video, news, music.
Utility: Translation, location sharing, secure login, travel tools.
8. The booming domestic and outbound tourism
The travel and tourism industry continues to present significant opportunities for global companies as annual travel records keep rising. During the Spring Festival in March, a record-breaking 6.5 million Chinese travelers journeyed abroad—the highest ever recorded, according to Ctrip, China’s leading online travel platform.
As incomes grow, an increasing number of Chinese travelers prefer international destinations, fueling global tourism spending. This trend presents a major opportunity for travel and hospitality businesses worldwide, even if they don’t operate in China directly.
To tap into this market, companies must localize their marketing strategies, products, and services to cater to Chinese tourists. Whether through Chinese-language support, digital payment options like WeChat Pay and Alipay, or targeted promotions, businesses can connect with these high-spending travelers—who may already be right outside their doors.
9. The Price of Success: Online Education and Middle-Class Pressure
For China’s middle class, learning English is no longer just an option—it’s a necessity. As China strengthens its position as a global leader across various industries, many in the middle class fear being left behind by peers who are proficient in English. This anxiety stems from the increasing pressures of globalization, where fluency in English can provide a competitive edge in career advancement and international opportunities.
According to China.org, this concern is deeply tied to broader fears about the relevance of knowledge and qualifications in an era of rapid technological progress, globalization, and entrepreneurship.
“This constant drive for self-improvement is pushing young white-collar professionals to seek long-term solutions through education,” said Du Miaomiao, an analyst at iResearch.
As the world becomes more interconnected, language proficiency is seen not just as a skill but as a crucial tool for success.
We are prepared to assist you with your project.
