Expanding into China can be a lucrative endeavour for international brands, with its vast consumer base and rapidly growing digital landscape. However, the unique internet environment in China presents several challenges that may make it seem like operating without a Chinese website is impossible. Despite the barriers, it’s still possible for international brands to build a significant presence in China without a dedicated Chinese website—provided they leverage the right local platforms and digital tools effectively.

The Challenges of Operating Without a Chinese Website

When expanding into China, the first thought for many businesses is to launch a dedicated Chinese website to cater to local consumers. While this is the conventional approach, it’s important to note that building and maintaining a Chinese website often requires:

• Adapting to Chinese consumer preferences: This includes localising content to align with local culture, language, and internet behaviors. For instance, Chinese consumers tend to prefer visually appealing and interactive content, such as short videos and live streams. They also value personalized shopping experiences and often rely on reviews and recommendations from other users or influencers when making purchasing decisions.
• Navigating Chinese internet censorship: The Chinese government has strict regulations around foreign websites, and many international websites are either blocked or significantly throttled.
• Optimising for local search engines: Google is inaccessible in China, so businesses need to rely on Baidu, the local search engine, which operates differently from Google in terms of SEO, ranking factors, and algorithms.

Given these hurdles, a website is just one piece of the puzzle when trying to establish a successful online presence in China. However, it’s not the only option. In fact, there are alternative strategies that businesses can use to engage directly with Chinese consumers.

Operating Without a Chinese Website: Alternative Channels

Instead of focusing on a traditional Chinese-language website, international brands can leverage China’s unique ecosystem of platforms, apps, and digital services to reach consumers effectively. Here are a few key digital tools and platforms that can work in tandem with your brand’s strategy.

1. Baidu Ads and SEO

Since Google is banned in China, Baidu has emerged as the dominant search engine, with a market share of over 70%. To ensure that your brand remains visible in local search results, Baidu ads and search engine optimisation (SEO) play an essential role. While you may not have a Chinese website, you can still advertise through Baidu’s platform to direct Chinese consumers to your local website or landing page.

Baidu offers paid search ads, display ads, and in-app advertising, which can be highly effective in reaching the target audience. To succeed on Baidu, you must optimise for Baidu’s algorithms, which favour Chinese-language content and use different SEO principles compared to Western search engines. For instance, creating a landing page in Chinese on a local platform like Tmall or ven without a Chinese website, international brands can make significa.com could help improve visibility, even if your main website is not hosted in China.

2. WeChat: China’s All-in-One Super App

One of the most important tools for operating in China, whether you have a local website or not, is WeChat. With over 1.38 billion active users (Statista) , WeChat has become the de facto communication platform in China. It is a multi-functional app where users can chat, shop, make payments, read the news, and access various services—all in one place.

For international brands, WeChat Official Accounts allow you to interact directly with users, publish content, provide customer service, and even drive sales. Brands can use WeChat to build an online presence, offer promotions, and even run e-commerce shops within the platform. This means that even if you don’t have a website hosted in China, you can still engage consumers directly through WeChat, making it an essential tool for marketing, customer service, and sales.

Mini Programs within WeChat also allow brands to create native apps that users can access without leaving the WeChat ecosystem. WeChat Mini Programs have become an integral part of Chinese consumers’ daily lives. They offer a wide range of functionalities, from ordering food and booking movie tickets to accessing financial services. For brands, Mini Programs provide a cost-effective way to establish a strong presence in China without the need for a standalone app. They enable seamless user experiences, such as personalized recommendations and convenient payment options, which can significantly enhance customer engagement and loyalty.

3. Tmall and JD.com: E-commerce Giants

Even without a Chinese website, international brands can make significant strides in the Chinese market by leveraging established e-commerce platforms such as Tmall (Alibaba) or JD.com. These platforms offer a comprehensive suite of services, including market analysis, consumer insights, and marketing tools, which can help international brands better understand and cater to Chinese consumers. They also provide robust logistics and after-sales support, enhancing the overall shopping experience for consumers.

Tmall and JD.com offer services that act as an e-commerce solution, providing access to Chinese consumers without the need for a full website setup. By creating a storefront on these platforms, brands can handle logistics, payments, and marketing directly within the platform. Additionally, Tmall Global allows international brands to sell directly to Chinese consumers without having a local entity in China.

4. Social Media Platforms: Douyin, Weibo, and KOLs

Social media in China is a different landscape from the West, with platforms like Weibo (similar to Twitter) and Douyin (the Chinese version of TikTok) taking the lead. These platforms are widely used by both consumers and influencers (known as KOLs—Key Opinion Leaders). KOLs in China wield significant influence over consumer behavior. They not only promote products but also engage in live-streaming sales events, which have become a major driver of e-commerce growth. Brands collaborating with KOLs can tap into their large fan bases and leverage their authenticity and trustworthiness to boost sales and brand recognition. By partnering with KOLs or leveraging the platforms for marketing, international brands can raise awareness and connect with local consumers.

Paid advertisements on these platforms, combined with influencer marketing, can drive massive traffic to your brand’s WeChat account or e-commerce store, even if you don’t have a Chinese website. Moreover, Douyin’s short-form video content can be a great way to engage with younger Chinese consumers, driving both brand awareness and sales.

Platform Selection Guide: Different industries require different platform priorities. For example, luxury brands often focus on Little Red Book and WeChat; fast-moving consumer goods (FMCG) perform well on Douyin and Tmall; B2B companies benefit from LinkedIn China and Zhihu; while beauty brands thrive on Little Red Book and Douyin. Tailoring your platform strategy according to your industry is key to maximizing impact in the Chinese market.

5. Baidu Baike and Local Content Platforms

Beyond Baidu Ads, Baidu Baike (the Chinese equivalent of Wikipedia) is another important platform for building brand credibility. Having your brand mentioned and linked on Baike can improve visibility in China’s digital ecosystem and enhance trust among consumers. While Baike can’t replace the need for a localised website, it’s an excellent tool for managing brand presence and building authority without the need for a traditional site.

Additionally, platforms such as Zhihu (similar to Quora) and Xiaohongshu (Little Red Book) offer great opportunities for content marketing, reviews, and social commerce in China. Zhihu is an exceptional platform for brands to establish thought leadership and engage in in-depth discussions with consumers. Brands can share insightful articles, answer user questions, and participate in topic-based communities to build credibility and trust. Xiaohongshu, on the other hand, is a visual content-driven platform where users share lifestyle tips, product reviews, and recommendations. It’s a powerful tool for brands to showcase their products in an authentic and relatable way, driving both awareness and purchases through user-generated content and influencer collaborations.

Final thoughts

While having a Chinese website provides a significant advantage for international brands looking to compete with local competitors, it is not an absolute necessity to begin with. Operating in China without a website does require a deep understanding of local digital ecosystems and consumer behavior. Since, operating in China without a website does require a deep understanding of local digital ecosystems and consumer behavior. However, in the long run, adapting to the local market with a Chinese website will likely become crucial for sustained growth and success.
At Charlesworth, we provide tailored digital marketing solutions for international brands looking to grow in China. We can help with localising your brand voice, marketing and sales collaterals, and your website in Chinese, alongside creating targeted marketing campaigns specifically tailored for the Chinese audience.
Contact us to learn more.

As at the end of September 2024, the Chinese multi-functional social media platform had over 1.38 billion monthly active users.

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