As one of the world’s largest and most dynamic markets, China presents both significant opportunities and challenges for product marketing managers in tech. From navigating government regulations to adapting to local consumer preferences, success in China hinges on a thoughtful and culturally aware approach.
Below, marketing experts Lei Zhao, Sue Zhu, and Tao Shi shared top insights that every product marketing manager should consider when bringing their product to China.
5 key considerations for launching your tech product in the Chinese market
1. Build and leverage your guanxi (关系)
Guanxi – the Chinese term for a network of trusted, mutually beneficial relationships – is fundamental for doing business in China, especially in B2B and enterprise IT spheres.
In China, trust is often built over time through shared experiences. For enterprise sales, having strong guanxi with decision-makers such as CIOs, procurement heads, and government stakeholders is essential. Without established relationships, foreign vendors may find it hard to gain traction, no matter how advanced the product is.
2. Go beyond just translation
“Localizing the English website into Chinese is necessary, and usually taken as a company’s first step into the Chinese market, but it’s rarely sufficient for success in China,” says Sue Zhu.
Effective localization involves three layers:
- Technical adaptation: Integrate your product with local IT infrastructure – WeChat Work, DingTalk, or other platforms instead of Slack. These integrations often require significant R&D adjustments because APIs can differ from global standards.For example, Salesforce has set a partnership with Alibaba Cloud to offer a China-specific version of Salesforce CRM, tailored to local workflows and compliance needs.
- Content and design: Create a China-specific landing page with tailored messaging, imagery, and user journeys. Pay attention to cultural nuances: – Direct translations often fail to capture idioms, humor, or context.- Colors and symbols may carry different meanings (e.g., red symbolizes luck in China but danger in many other countries).
- User experience: Consider that user behavior also varies significantly in China. Websites in China tend to have a “busier” and more content-heavy design, with a focus on call-to-action buttons, pop-ups, and instantly responsive customer support channels – and that’s exactly what performs best in China. QR codes, WeChat miniapp, and mobile-first design are universal in China, while they may not be popular in other countries.
3. Differentiate from local tech giants
Domestic players (e.g., Alibaba Cloud, Huawei) dominate due to pricing, hyper-localized services, and government support. For instance, Canalys reports that AWS and Azure lag behind Alibaba Cloud in China’s public cloud sector.
To stand out, highlight the unique, niche features where your product outperforms local offerings, or position your technology as a complementary layer rather than a direct replacement.
4. Ensure you comply with local laws
Chinese laws are very strict and require data localization, security reviews, and government audits; non-compliance risks bans. Also, don’t forget to consult with lawyers to comply with laws regarding hosting your website in China (POPL/ICP license, etc).
5. Align with government tech priorities
“Marketing must align with national policies like Made in China 2025 (focus on AI, IoT, cloud computing). Emphasizing contributions to China’s tech self-reliance (e.g., open-source collaborations) can win favor with state-owned enterprises and regulators.”
Lei Zhao
Emphasizing your contributions to China’s tech self-reliance – open-source collaborations or partnerships with state-owned enterprises – can win favor with regulators. For example, you can collaborate on open-source projects that support domestic standards or highlight any use cases where your technology advances national priorities.
The 3 most common pitfalls when entering the Chinese market
So, we’ve seen what you should do when launching a product in China, but what are the big no-nos? Let’s take a look.
1. Underestimating local competitors and consumer needs
Many companies assume that global features will automatically appeal to Chinese users. For example, LinkedIn hesitated to adopt WeChat-style social features, which limited its ability to fully meet local user expectations.
2. Neglecting developer communities
China’s IT buyers rely on grassroots developer adoption. Failing to engage communities via local forums (e.g., OpenHarmony) limits traction. When planning GTM, including Chinese developer communities is a must.
3. Overlooking government relations
Ignoring partnerships with state-backed entities (e.g., CEC, CETC) slows approvals for sensitive sectors like fintech or industrial software. Tapping into these partnerships can give your product a boost in the Chinese market.
Key tips on marketing campaigns in China
Craft a hybrid marketing campaign
The importance of online and offline marketing depends on the brand, industry, and target audience, but both still play significant roles.
Digital channels have exploded in recent years, driven by China’s vibrant, advanced digital ecosystem.
Offline marketing remains crucial for trust building and immersive experiences – especially in lower-tier cities.
“The most successful campaigns in China are mostly hybrid, seamlessly blending online hype with offline activations. Companies should keep in mind that the goal isn’t to choose between online or offline, but to create a cohesive ecosystem where each channel amplifies the other.”
Tao Shi
Use the top Chinese platforms and channels for marketing
Below are the major platforms you cannot afford to ignore – though the ideal mix will vary by sector:
- WeChat: Almost every Chinese person has a WeChat account, and most use it to receive news and information.
- Bilibili: This is a video-sharing platform, similar to YouTube, and is very popular among technicians, gaming groups, and students.
- Douyin and Kuaishou: China’s short-video titans, ideal for viral content and influencer partnerships.
- WeiBo: China’s equivalent of X, great for real-time news and thought leadership engagement.
- Zhihu: A Quora-style forum, valued by professionals seeking in-depth answers
- Rednote (Xiaohongshu): Sometimes described as China’s answer to Instagram, this platform boasts a range of shopping features. If your company’s product is make-up, fashion, catering, or traveling, don’t miss it.
- Baidu, Bing.cn, and So.com: Search engines are still the most effective way to reach your audience in most industries.
“There are a lot of platforms out there, and different industries are suited to different platforms. However, there are some marketing platforms that you can’t afford to avoid, no matter what industry you’re in.”
Tao Shi
Consider influencer campaigns
Influencer marketing is especially powerful for brand awareness.
“In some FMCG industries, the right and appropriate influencer marketing can lead to rapid revenue growth, especially for companies with little brand presence.
“My advice is to choose as many influencers as possible to ensure the brand reaches users more than once.”
Tao Shi
Leverage AI
Since the launch of DeepSeek, most Chinese platforms now offer AI tools for ad creation, audience targeting, and performance optimization. Marketers can experiment freely and generate ideas faster with AI.
Case study: Alipay’s “Collect Five Fortune” (集五福)
Sue Zhu highlights one of China’s most successful campaigns: Alipay’s annual “Collect Five Fortune” promotion during Chinese New Year. As she explains:
“Users collect five virtual fu (福, meaning “fortune”) characters through QR-code scans, sharing with friends, or completing simple tasks.
“Since 2016, this campaign has grown into a massive online tradition, impacting nearly a billion Chinese citizens. The initiative has evolved from being Alipay’s own campaign to a broader marketing carnival in collaboration with dozens, or even hundreds, of well-known brands.”
Why it works so well
- Cultural resonance: The campaign taps into the deep-rooted tradition of exchanging red envelopes and blessings during Chinese New Year.
- Social sharing and viral marketing: The campaign encourages users to invite friends and family to participate – whether by sharing tasks or pooling their “fu” cards – driving organic engagement and widespread buzz across social networks.
- Gamification: Turning the campaign into a collection game creates excitement and competition. The deliberate scarcity of one card – such as the rare “敬业福” – generates urgency and FOMO, further fueling participation through card trading and collaboration.
Key takeaways on marketing in China
I asked my colleagues to describe marketing in China in three words. Here’s what they said: tech-integrated, culture-rooted, agile.
So, successfully marketing a tech product in China requires more than a translated website or a standard global playbook. You must:
- Cultivate guanxi to build trust.
- Localize deeply – technically, visually, and experientially.
- Differentiate from well-entrenched local giants.
- Align with government priorities to fast-track approvals and build credibility.
- Avoid common pitfalls by understanding local competition, developer communities, and regulatory nuances.
- Blend online and offline channels for maximum impact.
- Leverage the right platforms, from WeChat to Zhihu.
- Embrace influencers and AI tools to amplify reach and creativity.
- Study successful campaigns, like Alipay’s “Collect Five Fortune,” for best practices.
With a culturally aware strategy, a commitment to genuine localization, and the agility to adapt as the market evolves, product marketing managers can unlock China’s enormous potential – turning challenges into opportunities for growth.
