(Source: https://pltfrm.com.cn)
Introduction
By 2025, China’s digital ecosystem is no longer a collection of apps — it is a fully interconnected matrix where WeChat, Douyin, Xiaohongshu, Alipay, and Meituan control 95 % of consumer time and spending. For overseas brands, ignoring this matrix means missing the world’s largest and most sophisticated digital market.
1. WeChat Remains the Undisputed Operating System of Life
1.1 Mini-Programs GMV Exceeded ¥4 Trillion
- Over 8 million mini-programs now function as lightweight apps inside WeChat with zero download friction.
- Overseas brands use official accounts + mini-programs to close sales without ever leaving the chat.
1.2 Enterprise WeChat + Video Accounts Private Traffic Engine
- Enterprise WeChat now serves 12 million companies and 600 million users for CRM, payment, and after-sales.
- Video Accounts (WeChat’s answer to Douyin) grew 300 % YoY and became the #1 private domain traffic source for most brands.
2. Douyin (China TikTok) Solidifies as the Discovery + Transaction Powerhouse
2.1 Douyin Shop & Live-Streaming GMV Hit ¥4.5 Trillion
- 50 % of users now buy directly inside the feed via seamless “see now, buy now” checkout. 2.2 Douyin Search Engine Behavior Surpassed Baidu in Many Categories
- Consumers under 35 search for products, travel, and restaurants on Douyin first.
3. Xiaohongshu Becomes the Trust Layer for Premium & Lifestyle Purchases
3.1 300 Million MAU with Highest Purchasing Power
- Average order value on Xiaohongshu is 3–5× higher than Douyin or Pinduoduo. 3.2 Authentic Notes Outperform Polished Ads
- User-generated lifestyle content drives 70 %+ of beauty, fashion, and maternal-baby sales.
4. Alipay+ and Digital RMB Reshape Payments and Loyalty
4.1 Digital RMB Wallets Reached 700 Million Users
- Overseas brands can now accept digital yuan directly, reducing forex fees and compliance pain. 4.2 Alipay+ Connects 88 Countries for Seamless Cross-Border Payment
Case Study: American Activewear Brand
A U.S. performance sportswear brand partnered with PLTFRM in early 2024. We built a full-matrix strategy: WeChat mini-program flagship + Douyin storefront + Xiaohongshu lifestyle seeding. Within 14 months they achieved ¥380 million GMV with 62 % coming from private-domain repeat purchases.
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!
