Key Future Media Trends in China
In a landscape crowded with information, crafting an effective media strategy is essential for clear brand communication and business growth. As technology evolves, consumer behaviours shift, and new platforms emerge, the media ecosystem in China is undergoing significant transformation. A recent study by Publicis Groupe’s Starcom, titled “Increased Integration and Depth in China Media Market,” sheds light on these changes and highlights three main trends: horizontal integration, vertical deepening, and expanding possibilities.
1. Reallocation of Traffic
The internet’s removal of traditional boundaries has enabled platforms to share resources and integrate technologies and data more closely. Since 2024, China’s digital ecosystem has moved from isolated silos to a collaborative environment. For instance, Tencent Games content is now available on Douyin, Taobao accepts WeChat Pay, and JD.com integrates Alipay. This horizontal integration streamlines the user experience and allows brands to build cohesive cross-platform campaigns. Outdoor advertising has also benefited, with brands using this integration to create more imaginative and engaging expressions.
2. Intelligent Search
Generative AI paired with search functions is shifting how users find information — from passive searching to active, intelligent interaction. Search engines remain vital, with monthly active users in China growing from 500 million to nearly 700 million. AI-enhanced search is expected to create a market exceeding 300 billion yuan by 2029, growing at nearly 29% annually. Brands should optimize keywords, content marketing, and social media efforts on each platform, driven by data insights, to boost marketing impact and brand presence.
3. The Seamless Interaction of Virtual and Reality
Online marketing uses big data to target audiences precisely and distribute diverse content, which then drives offline traffic. Offline innovations, powered by interactive tech, feed back into the online space, creating a cycle that enhances reach and engagement. Advertiser investment in offline outdoor advertising is expected to rise by 28.3% in 2025, reflecting a 52.1% increase in consumer offline activities. Campaigns like Xiaohongshu’s lightbox billboards and McDonald’s programmatic subway ads show how technology can make offline media dynamic and measurable. Brands should focus on interactive creativity and user-generated content (UGC) to spark social buzz and build memorable experiences. Setting data tracking points along the user journey ensures seamless measurement across channels.
4. Closed Loop Ecosystems Based on Social
Social media continues to evolve with new content types, formats, and user pathways, blurring media channel lines while keeping platform specializations intact. Xiaohongshu exemplifies this by connecting strangers through shared interests and turning these connections into commerce. Brands engage users with exclusive offers, group chats, and live-streaming previews, driving purchases directly within the platform. Remarkably, group chat users on Xiaohongshu have a repurchase rate 2.5 times higher than average, and private-domain user conversion rates are 300 times higher than non-private-domain users.
5. eCommerce Competing on Value Rather Than Price
With price wars pressuring merchants, consumers are increasingly prioritizing quality and service experience. Platforms respond by raising product standards, refining services, and improving supply chain efficiency. For example, Taobao and Tmall launched “Taobao To Home” and hourly purchase options, integrating online and offline retail. JD.com offers quick delivery services like “211” and 24-hour county deliveries. Brands should align channel strategies with platform policies, focus on higher-margin products, and offer exclusive value and flexible services to stand out.
6. Exploration of Diverse Content Paths
The content landscape is shifting, with new types like podcasts and short drama series creating fresh avenues for brand engagement. China now has over 220 million podcast listeners, with 71.6% influenced to make purchases. Short drama series reach more than half of internet users, with market growth projected at 35% in 2024. Brands should stay alert to platform updates and clearly define content marketing’s role in brand communication and conversion. Aligning content tactics with eCommerce strategies is key to succeeding in the lower funnel.
7. Artificial Intelligence
AI, particularly large pre-trained language models, is advancing quickly and is widely applied across industries. The rise of AI-powered smart devices will soon reshape market dynamics. AI enhances data analysis, automates personalized content creation and optimization, and enables rapid dynamic bidding in advertising. In customer relationship management, AI supports more personalized interactions and may introduce new advertising formats like brain-computer interfaces. For multichannel marketing, AI streamlines user journeys and coordinates strategies effectively.
For marketing professionals interested in expanding their AI skills, exploring specialized courses can provide practical knowledge to leverage these trends. Check out Complete AI Training for tailored AI courses designed to support marketers in this evolving landscape.
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