How to do business in China using social media

How to do business in China using social media


By Sophie Blue, Director, Blue Planet Public Relations

For Australian businesses, China presents a huge opportunity. With a middle class that is expected to reach 70 per cent of its population by 2030, and annual two-way trade with Australia reaching more than $150 billion, opportunities in China have grown across a range of industries, market sectors and geographic locations, due to rising income levels and mass migration from rural to urban areas.

This incredible growth has created a large class of urban consumers – who demand improved housing, a cleaner environment, overseas travel, better education, a healthier diet, and an enhanced choice of financial services.

Industries with growth potential in the next decade

Many of the industries with the highest growth potential in China over the next decade are in the services sector, but not all. For example, energy and agriculture will have segments with very rapid growth. Below is a brief list of the sectors which are expected to expand rapidly:






Wealth management


IT Services

Clean energy


So how does a business go about accessing this lucrative market when Facebook, Google and Twitter are not accessible in China?

Reaching the market via WeChat

One of the best ways to access this market is through WeChat, which is a multi-function social media mobile application software developed by Tencent. It was first released in 2011 and as of August 2017, was one of the largest standalone messaging apps with over 963 million monthly active users. It is known as China’s “App for Everything” and has been praised as one of the most innovative apps in the world. What’s more, it also has over 3 million users in Australia, who can also be accessed.

In essence WeChat is:

The key entry into mobile marketing in China.

Communication + Interaction + Marketing.

Potential extension of a brand’s CMS

A tool to create personal interactions through interesting, relevant, and informative content.

WeChat is sometimes referred to as a ‘swiss army knife’ because it combines everything from messaging, chat, phone calls, audio messages, payments systems, e-commerce, gaming and more.

Businesses already using WeChat

A wide range of business are already taking advantage of WeChat, such as:

UNIQLO 020 Campaign added over 500,000 new followers in less than 3 months

Tiffany & Co. uses WeChat and global and local celebrities to launch key campaigns in China.

PROPERTY DUBAI, the best of international real estate is being sold via WeChat.

Blue Planet PR has undertaken a number of local Australian WeChat campaigns for existing clients in 2017.

How Blue Planet PR can support you

The opportunities are endless and this is where Blue Planet PR comes in. We have joined forces with Zigma Concepts, a digital media agency in Hong Kong, and can deliver a turn key solution to social media planning and execution in both Australia and China using WeChat.

The prospect of doing business and social media marketing in China can be overwhelming – so contact Sophie Blue at Blue Planet PR ( to discuss what options work best for you.

For more information on social media in China, head to the Blue Planet PR website.