(Source: https://pltfrm.com.cn)
Introduction
With China’s ad spend reaching RMB 700 billion ($98 billion USD) in mobile alone for 2025—amid 9.3% APAC digital growth—overseas brands must pivot from broad reach to precision plays. Facing 5.6% deceleration, leaders emphasize 82% digital by 2029, blending retail innovation with private traffic for 4-7× ROAS. These five trends, drawn from CTR and eMarketer data, outline reallocations for outsized wins.
1. Digital Dominance Hits 89%, Mobile at 80% Share
1.1 In-App and Video Lead with $102 Per Capita Spend Search ($69.38 billion) and video top segments; 65.3% mobile skew demands vertical optimization. Allocate 60% to Douyin in-app for 4.6% video growth, using value-bidding to trim 40% waste.
1.2 Programmatic’s 23.6% Rise for Scalable Targeting 77% revenue via automated buys; test Alibaba’s ecosystem for 9.9% social gains, ensuring PIPL-safe data loops.
2. E-Com Platforms Fuel 85% of Total Media
2.1 PDD’s Ascendancy in Lower-Tier Retail Media 15.7% market via budget items; shift 40% to sponsored feeds, evolving from groceries to urban luxe for 35% share.
2.2 Alibaba/Tencent Revenue Leaders at $100 Billion Search Core search spikes; dedicate 25% to cross-app bundles, forecasting 5.3% 2025 slowdown with AI pivots.
3. Lower-Tier Expansion Targets 70% Growth Driver
3.1 50 Million New Buyers in Tier 3-6 High LTV demands 30% reallocation to Kuaishou; localize with 20% rate-hiked Xiaohongshu for authenticity.
3.2 Group-Buy Mechanics for Loyalty Pinduoduo tactics yield 550% gains; nurture via WeChat for 3-5× LTV in family segments.
4. AI and Immersive Formats Reshape 53% Sector Spend
4.1 Entertainment’s 53.1% Surge via Micro-Dramas 662 million viewers; 15% budget for custom 90% self-produced content, blending AR for 46% festival boosts.
4.2 Telecom/Transport at 45/32.5% with Launches 35% to innovations; use Ernie for dynamic creatives, cutting cycles 60%.
5. Balanced Allocation Amid Headwinds
5.1 40/60 Brand/Performance for 6.8% Growth Private domains 5-12× ROAS; weekly lift tests refine amid deglobalization.
5.2 OOH Resilience at 3.3%, 41% Digital Hybrid geo-fenced for 30% uplift, sustaining beyond peaks.
Case Study: British Tea Brand – 580% ROAS in Social Commerce Push A heritage British tea brand collaborated with PLTFRM in March 2025 to leverage 7% mobile dominance. We channeled 45% to Douyin short videos and WeChat Mini-Programs, AI-optimizing for wellness narratives in Tier 2-4. Immersive micro-dramas drove 580% ROAS, 210,000 subscribers, and 42% repeat rate—outpacing 12.1% digital growth.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
