Last Updated on March 9, 2025
The MICE (Meetings, Incentives, Conferences, and Exhibitions) market in China had a reported revenue of $74.54 billion in 2023. With the renewed enthusiasm of local consumers to attend events, global companies have become more eager to reach potential Chinese attendees.
Digital marketing campaigns offer many avenues for event organizers and planners to foster user engagement and conversions across China’s digital ecosystem. However, it’s important to note that the platforms and strategies you’ll need to use differ from those in the West.
Read along as we share tips on how to promote an event in China, as well as relevant examples that’ll give you more insights for your next campaign.
Promoting an Event in China: 7 Best Digital Marketing Strategies
1. Identify Your Target Audience in the Chinese Market
Before anything else, you need to understand who you’re speaking to. The Chinese audience is incredibly diverse, spanning varying demographics, interests, and regions.
Are you targeting business professionals, tech enthusiasts, or Gen Z consumers? Remember, each consumer group uses different platforms and responds to different messaging and content types.
For example, tech audiences might favor platforms like Zhihu, where in-depth Q&A content formats thrive. Meanwhile, affluent and trend-driven female consumers are often found on Xiaohongshu (Little Red Book), which is known for user-generated content.
Here’s a summary of popular digital platforms in China and their primary audience demographic for your reference:
The more accurately you define these segments, the better you can customize your messages and choose the right digital marketing channels to reach potential event participants in China.
You can also use local tools like Baidu Index, WeChat Index, or Alibaba’s DataBank to analyze your niche’s search trends and audience behaviors.
2. Localize and Optimize Your Event Content
Your brand’s presence in the Chinese digital ecosystem is subject to distinct platform regulations. It means that event-related content won’t simply appear on China’s top social media platforms and search engines unless it’s appropriately translated, optimized, and localized.
Keep in mind that these platforms operate with an algorithm that prioritizes content specifically created for Chinese users.
- Official Social Media Event Pages
Around 74% of China’s population are social media users, so creating an official account on these platforms is non-negotiable.
Chinese audiences expect organizers to have a credible and active presence on social media, where they can ask questions, see updates, and engage in conversations.
Major Events with Official Social Media Accounts in China
If your event doesn’t have an official page with consistent content, it will struggle to gain traction. Even major events, like Canton Fair and ChinaJoy, are aware of its impact. This is why they actively utilize social media platforms such as Douyin, WeChat, Xiaohongshu, and Weibo.
These platforms often include interactive features that will improve your content’s engagement rate, such as short-form videos, media-rich articles, live streams, and more.
- Event Website Localization
Your brand’s presence on Chinese search engines partly affects the credibility of your event. If people search for domestic industry-related keywords and do not find your website, they are unlikely to view your event favorably.
To localize your event website, your published content must be in Simplified Chinese. Beyond simple translation, your messaging should showcase a deep understanding of cultural sensitivity, nuances, and trends to appeal to local audiences.
Example of Event Website with ICP License (Bauma China Expo)
Localizing your company website also means obtaining an ICP license. All businesses must apply for and display this number on their sites, regardless of whether the site is for information purposes or facilitating sales of products and services.
As most Chinese users access the web via smartphones, creating mobile-friendly landing pages is another factor that platforms consider when weighing your website’s visibility.
These web pages should also load fast when accessed by users in Mainland China. To ensure this, it’s worth considering localizing your domain name and web hosting for faster response time and less risk of content restrictions.
3. Launch In-depth Content Marketing Campaigns
The success of your event marketing in China also hinges on how you engage with your Chinese attendees. Creating content relevant to your niche is pivotal in building awareness and excitement around your upcoming event.
Here are a few ways to craft that content specifically for the Chinese market:
- Event Guide and Info Content
Beyond listing the event’s dates and locations, your content marketing strategy could include an in-depth guide detailing key topics or speakers. Organizers can also offer practical event tips through this content, like how to register, transportation details, or even local dining recommendations near the venue.
ChinaJoy, a popular online game convention, launched a similar marketing campaign on Xiaohongshu for the 2025 edition of the event.
The company posted media-rich Notes on its official account that answered common FAQs, such as: “Why is ChinaJoy only held once a year?” and “How to visit ChinaJoy?” They also release content about events related to ChinaJoy 2025, like guidelines on poster-making contests.
- WeChat Mini-Program
Another way to conduct event marketing on WeChat is through launching mini-programs. These are sub-applications that Chinese attendees can access without leaving the platform.
Within its interface, WeChat users can browse event schedules, register, purchase tickets, get real-time updates, and engage with event organizers and other attendees.
Because users never leave WeChat, conversion rates are typically higher than those of traditional websites. The easier you make it for attendees to access event details, the better your turnout will be.
The Canton Fair in China takes a similar approach in its mini-program. In addition to listing the events it is hosting, the fair provides important information to its attendees, such as maps, hotels, parking, and catering. Some of these options are even connected to a separate mini-program.
- Collaboration with Key Opinion Leaders
In China, events also thrive through word-of-mouth marketing. This is why influencer collaborations are effective when promoting different types of businesses.
The right influencers can elevate your event’s credibility and reach. Seek out KOLs and KOCs who align naturally with your event’s theme, be it fashion, technology, or food.
Authenticity matters. If the influencer’s endorsement connects to your event’s theme, it will resonate more strongly with their dedicated followers.
Organizers should also consider co-creating content. This could mean having a KOL host a preview live stream, share behind-the-scenes peeks, or conduct interviews with keynote speakers.
Our team used a similar strategy when ARKAMYS participated in the Shanghai Auto Show 2023. We collaborated with Key Opinion Consumers (KOCs) on Xiaohongshu and Douyin. The posts generated a total of 1,002,446 views/reads and 10,709 overall engagements
4. Build a Private Traffic Domain for Your Event
Private domain traffic channels can help you directly connect with potential Chinese attendees, gather real-time feedback, and nurture longer-lasting relationships.
This gives you more control over how and when you connect with attendees, reducing your reliance on third-party platforms’ algorithms or paid ads.
Below are three possible ways of marketing events through private traffic domains:
- WeChat Groups
Event marketers can utilize WeChat Groups by hosting real-time discussions, sharing event details, and keeping attendees updated without scattering announcements across different channels.
The success of launching WeChat Groups lies in encouraging members to ask questions, share insights, or participate in giveaways. An active group is more likely to build buzz around your event.
Marketers can also consider these group chats as an extension of their social media campaign. It’s where they can share event teasers, behind-the-scenes glimpses, or speaker highlights. This keeps your group dynamic and informative.
- WeCom (WeChat Work)
WeCom is a business-oriented extension of WeChat designed for professional communication and management. It functions like WeChat but offers extra tools geared toward corporate needs, including CRM systems and more advanced group management features.
If your event targets corporate clients or B2B segments, WeCom’s professional interface can position your event as more credible and organized. It also has built-in features that allow you to handle customer inquiries, send out event reminders, and manage RSVPs systematically.
- Niche-Specific Forums
Online forums and communities often form around platforms focusing on in-depth discussions or specialized interests. Tapping into these niche spaces can connect you with highly targeted audiences who share a passion for your event’s subject matter.
Platforms like Zhihu and Baidu Tieba offer valuable opportunities for event promotion when used strategically.
By positioning your event as a solution to common market challenges or a gateway to deeper learning in these specific communities, you create a natural incentive for members to engage.
Topic section of China International Import Expo on Zhihu
These platforms are also excellent channels for building credibility for your event. You can consistently share real insights, address user questions, and display genuine enthusiasm for the community’s interests.
5. Develop Cross-Channel Advertising Campaigns
A cross-channel advertising campaign ensures your event is visible and consistent across various online platforms. With a digital ecosystem as diverse as China, not every advertising landscape will fit your event’s messaging or target attendees.
Your core message should remain consistent when launching ad campaigns across various platforms, even if the formats differ. Keep your tone, visuals, and branding cohesive so the audience instantly recognizes your event.
You should also plan your content calendar so that ads launched on one channel complement activities on another. Coordinated scheduling can drive audiences who see one post to check out your other channels, reinforcing your message and maximizing engagement.
5. Pre-Event Video Marketing Content
Chinese consumers heavily engage with short-form video content for entertainment and the discovery of new products, brands, or events. So, it’s not uncommon for event organizers to use video content to build excitement and attract more attendees.
Here are some platforms you can explore when promoting an event in China:
- Douyin & Kuaishou
Douyin and Kuaishou are particularly popular among younger audiences, including Millennials and Gen Z. Their users favor quick, engaging, and visually stimulating content that often blends entertainment with information.
Marketers can use creative hashtags and challenges tailored to your event’s theme on these platforms to spark user participation. For example, invite potential attendees to submit brief videos related to your event’s concept, which can drive user-generated content and amplify online visibility.
- Bilibili
Unlike other video-sharing platforms, Bilibili has a community deeply involved in gaming, anime, tech, pop culture, and e-sports. Its users appreciate quality content, even when it’s longer-form, as long as it delivers a creative or insightful angle.
Bilibili users are known for their discerning tastes, so videos beyond surface-level promotion that provide genuine insight or a behind-the-scenes context tend to resonate.
You can feature exclusive interviews with guest speakers, demos of new technology relevant to your event, or footage highlighting the creative process behind the scenes.
ChinaJoy’s Bilibili Profile
- WeChat Channels
As part of WeChat’s ecosystem, it’s no secret that Channels has a massive reach, spanning various demographic groups. This feature uniquely balances private sharing (through personal contacts) and public reach (via official accounts).
It means your content can spread through word-of-mouth among smaller friend circles while reaching broader audiences through official promotions.
7. Create an O2O Marketing Campaign
Every event aims to create a memorable experience for the attendees. In China, that means leveraging online-to-offline (O2O) campaigns to bridge digital marketing efforts with in-person participation.
One classic example is using QR codes. By using them on your event assets, you can direct people to specific landing pages like:
- An event registration page on WeChat or other mini-programs
- Exclusive online content (e.g., a behind-the-scenes sneak peek)
- A dedicated social media campaign or hashtag
This approach captures attention offline and brings audiences into a digital environment where you can keep them engaged.
Ready To Engage With Chinese Attendees? Get In Touch With Us!
Understanding China’s social media landscape is crucial to formulating a successful event marketing campaign for Chinese attendees. With the right approach, global event planners can establish themselves as trusted entities and maintain consistent conversion in the long run.
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At Sekkei Digital Group, we understand the local market’s changing trends and consumer patterns. With our extensive industry experience and social media expertise, we can help your event reach and appeal to Chinese attendees.
Whether you’re localizing your content or opening a Chinese social media account, we have all the digital solutions for you. Contact us today, and let’s plan your next campaign.
