Newsletter Series: What Makes the Chinese Market Unique? The Role of Social Networks and Family in Chinese Consumer Behaviour

Leveraging Social Networks in China

In China, the influence of social networks extends far beyond socialising — it’s a driving force behind consumer behaviour. Unlike Western markets, where individual preferences often dictate purchasing decisions, Chinese consumers frequently rely on the opinions and recommendations of their families, friends, and close social circles. This unique characteristic presents a significant opportunity for brands looking to enter or expand in the Chinese market.

How Social Connections Drive Purchases

Chinese consumers prioritise group harmony and social networks when making purchasing decisions. Recommendations from family and friends are highly valued and can significantly impact buying behaviour. Social commerce platforms like WeChat and group-buying sites capitalise on these social dynamics, turning social connections into powerful marketing tools.

Example: Pinduoduo’s Community-Centric Model

Pinduoduo (Temu is its Overseas version) has become one of China’s most popular e-commerce platforms by leveraging group-buying deals that encourage users to share discounts with friends and family. This approach creates a sense of community involvement, driving user engagement and growth.

Conclusion: Strategies for Engaging Social Networks

To succeed in China, brands should develop community-driven marketing strategies that encourage sharing and interaction within social networks. Leveraging word-of-mouth marketing, social proof, and partnerships with trusted local influencers can be effective ways to tap into this powerful dynamic.