How Global Brands Win China’s Gen Z Audience

China’s Gen Z, born roughly between 1995 and 2010, represents one of the most dynamic and digitally savvy consumer groups worldwide. For global brands aiming to make a lasting impact in China, capturing the attention and loyalty of this generation is crucial. At China Business Agency, we specialize in connecting brands to China’s Gen Z through culturally tuned strategies, digital innovation, and authentic engagement.

Understanding China’s Gen Z: Digital Natives with Distinct Tastes

Unlike previous generations, China’s Gen Z grew up in an era of rapid technological advancement and social transformation. They:

• Are highly connected through platforms like Douyin (TikTok China), Xiaohongshu (Little Red Book), Bilibili, and WeChat
• Value authenticity, creativity, and self-expression over traditional advertising
• Have growing purchasing power and tend to favor brands that align with their values, such as sustainability and social responsibility

Key Strategies for Winning China’s Gen Z

1. Leverage Influencer and KOL Collaborations

Chinese Gen Z trusts influencers and Key Opinion Leaders (KOLs) more than conventional ads. Collaborations with popular Douyin creators or Xiaohongshu influencers who share genuine product experiences can spark viral moments and deepen brand trust.

2. Create Short-Form, Interactive Content

Platforms like Douyin and Bilibili thrive on bite-sized, entertaining videos. Brands need to produce snackable, share-worthy content with interactive features such as polls, challenges, or AR filters to boost engagement.

3. Embrace Social Commerce

Gen Z in China often shops directly within social apps. Integrating e-commerce capabilities on platforms like Xiaohongshu and WeChat allows brands to convert engagement into immediate sales without leaving the app ecosystem.

4. Prioritize Localization and Cultural Relevance

Global brands must tailor campaigns to reflect local festivals (e.g., Singles’ Day, Chinese New Year), slang, and trends. Collaborating with local creative teams ensures messaging resonates authentically with Gen Z sensibilities.

5. Support Social Causes and Sustainability

Gen Z consumers show strong preference for brands with ethical practices. Demonstrating commitments to sustainability, social justice, or community involvement can differentiate brands in this competitive market.

Media Platforms to Target China’s Gen Z

• Douyin (抖音): China’s leading short-video platform, perfect for viral content and influencer marketing.
• Xiaohongshu (小红书): A blend of social media and e-commerce where users share lifestyle tips and product reviews.
• Bilibili: Popular video-sharing platform among younger audiences, known for niche interests like anime, gaming, and pop culture.
• WeChat: Essential for brand communities, direct marketing, and integrated commerce through mini-programs.

How China Business Agency Helps Brands Connect with Gen Z

At China Business Agency, we offer end-to-end services for brands to thrive among China’s Gen Z consumers, including:

• KOL & influencer identification and management to find the perfect voices that align with brand DNA
• Content creation and campaign development tailored for short video, livestreaming, and social commerce channels
• Data-driven insights and trend analysis to keep brands ahead of shifting Gen Z preferences
• Integrated e-commerce solutions facilitating seamless purchase journeys within social apps
• Localized creative strategies ensuring campaigns resonate culturally and emotionally

Case Study: Global Fashion Brand’s Viral Douyin Campaign

We partnered with a global fashion brand to launch a Douyin campaign targeting Gen Z. Through collaboration with top-tier fashion KOLs and viral challenges that encouraged user participation, the campaign reached over 20 million views within two weeks, driving a 150% increase in online sales via social commerce channels.

Conclusion

Winning China’s Gen Z requires more than translating global campaigns—it demands cultural fluency, digital innovation, and authentic storytelling. With China Business Agency’s expertise, global brands can confidently engage this influential generation and build lifelong connections.