How to expand an Italian brand in the Chinese market: a complete guide
- roccoforgione
- 2 days ago
- 5 min read
The Chinese market represents the greatest growth opportunity for Italian companies in the luxury, fashion, food, and tourism sectors. However, entering China without a dedicated digital strategy is like sailing without a compass. This operational guide provides a structured pathway, from planning to measuring results, to effectively position an Italian brand within the Chinese digital landscape.
Summary:
Why the Chinese market requires a specific approach
China is not simply a foreign market: it is an autonomous digital ecosystem with radically different rules, platforms, and consumer behaviors compared to Western markets. Google, Facebook, Instagram, and YouTube do not exist in the Chinese context. Italian companies must operate on WeChat, Weibo, Douyin (Chinese TikTok), Xiaohongshu (RED), Tmall, and JD.com.
Even globally established brands need localized strategies to win Chinese consumers. It is not enough to translate content: the cultural positioning of the brand must be rethought.
As highlighted by T.wai in its study on the value of the “Made in Italy” brand in China, Italian excellence enjoys strong reputational capital, but this advantage only becomes effective through communication tailored to Chinese consumer expectations.
Step 1: Market analysis and positioning definition
Mapping the competitive landscape
Before any operational action, it is necessary to:
Identify direct competitors already present in the Chinese market
Analyze Chinese consumer sentiment toward the product category
Evaluate the most suitable distribution channels (cross-border e-commerce vs. direct presence)
Define the demographic target (Chinese Gen Z, emerging middle class, urban elite)
Cultural localization of the brand
Localization is not translation. It means adapting:
The brand name in Chinese (with attention to phonetics and meaning)
Visual identity for Chinese platforms
Storytelling that resonates with local cultural values
The Business of Fashion documents how Gucci achieved success in China by going beyond storytelling, integrating immersive digital experiences and collaborations with local artists. This model can be replicated by Italian brands of different sizes, provided they have adequate cultural expertise.
CDM Marketing adopts a systematic approach to this phase, using a trilingual team (Italian, English, Mandarin Chinese) based in Italy and Shanghai. This direct presence allows for market analysis based on primary data and direct observation rather than generic reports.
Step 2: Building digital infrastructure in China
Essential platforms
Every Italian brand entering China must establish a presence on:
WeChat Official Account: central hub for CRM, content, and e-commerce mini-programs
Xiaohongshu (RED): essential for fashion, beauty, and lifestyle
Douyin: short videos and live commerce
Tmall Global or JD Worldwide: cross-border sales
Technical and legal requirements
Opening official accounts on Chinese platforms requires:
Verified business documentation
Specific licenses for certain product categories
Compliance with data protection laws (PIPL, Personal Information Protection Law)
Hosting infrastructure compliant with Chinese cybersecurity regulations
Step 3: Marketing strategies that work for Italian brands in China
Localized content marketing
Successful strategies are based on three pillars:
Heritage storytelling adapted to the Chinese audience
KOL and KOC marketing (Key Opinion Leaders and Consumers) on Xiaohongshu and Douyin
Live commerce, the dominant sales format in China
As reported by CGTN in its analysis of Ferrero’s expansion in China, Italian food brands succeed when combining product authenticity with native communication formats.
Cross-platform integrated campaigns
An effective strategy is not based on a single platform, but on a full digital ecosystem guiding the customer journey.
Awareness: Douyin + Xiaohongshu (RED)
The awareness phase aims to generate visibility and interest.
Douyin enables rapid reach through short videos, livestreams, and highly engaging content.Xiaohongshu builds brand desirability through lifestyle content, storytelling, and user recommendations.
Consideration: Xiaohongshu + WeChat + Baidu Baike
In this phase, consumers seek deeper information to verify brand credibility.
Xiaohongshu: reviews and real experiences
WeChat: official content and direct communication
Baidu Baike: Chinese Wikipedia equivalent, key for credibility
A coordinated presence builds trust and authority.
Conversion: Tmall, JD.com, Xiaohongshu Shop, and WeChat (B2B)
Tmall Global and JD Worldwide: main cross-border e-commerce platforms
Xiaohongshu Shop: growing importance due to integrated social commerce
WeChat: key tool for B2B lead generation and relationships
The goal is to reduce steps between discovery and purchase.
Retention: WeChat CRM
Customer retention is mainly built through WeChat:
Community management
Chinese-language customer service
Exclusive content and updates
Loyalty programs
Online/offline events
Feedback collection and satisfaction tracking
In China, long-term brand value strongly depends on customer relationship continuity.
Step 4: Fashion sector – strategies for expansion in China
Phase 1: Brand audit for China
Evaluate current brand perception among Chinese consumers
Identify communication gaps vs. competitors
Define local price positioning
Phase 2: Digital activation
Set up Xiaohongshu accounts (priority platform for fashion)
Create a native editorial plan
Identify and engage relevant KOLs
Phase 3: Distribution and sales
Activate on Tmall Luxury Pavilion or cross-border platforms
Integrate WeChat Mini Programs for direct sales
Manage cross-border logistics
Phase 4: Scaling
Paid campaigns on Douyin and Weibo
Participation in Chinese digital fashion weeks
Collaborations with Chinese designers or artists
This approach combines digital marketing expertise with deep cultural understanding.
Step 5: Common mistakes to avoid
Strategic mistakes
Replicating Western strategies: Instagram-style campaigns do not work on Xiaohongshu
Ignoring live commerce: it represents over 20% of online sales in China
Underestimating WeChat: it is a full ecosystem, not just a messaging app
Operational mistakes
Choosing KOLs only by follower count instead of engagement and relevance
Not localizing brand naming
Neglecting Chinese-language customer service
Measurement mistakes
Using Western ROI metrics for a different funnel
Not tracking cross-platform conversions
Expecting immediate results (brand building takes 6–12 months)
The role of a specialized partner
Entering China is not a project that Italian companies can manage internally without specific expertise. As highlighted by China Daily, the Chinese market evolves at a speed that requires constant monitoring and rapid adaptation.
CDM Marketing positions itself as a strategic partner for Italian companies facing this complexity:
Trilingual team with native cultural expertise
Operational office in Shanghai
Specialization in luxury, fashion, food, and tourism
Transparent, data-driven ROI framework
Outlook and final considerations
The Chinese market continues to evolve rapidly. The rise of social commerce, the importance of short-form video content, and changing consumer expectations require continuous strategic updates.
As shown by Lavazza’s flagship store opening in Shanghai in partnership with Yum China, even the most established Italian brands rely on local partners to maximize effectiveness.
For Italian companies aiming to turn “Made in Italy” potential into tangible results in China, choosing a partner with specific cultural, linguistic, and operational expertise is not optional—it is a strategic prerequisite.
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