For shopping mall marketers, the return of Chinese tourists is a major opportunity. Known for their exceptional purchasing power and brand loyalty, these high-value travellers are a critical segment for driving footfall and revenue. The challenge, however, is knowing how to effectively reach and influence them in a complex digital landscape.

This guide outlines a proven strategy for engaging Chinese tourists and positioning your shopping mall as a must-visit destination.

Why Shopping Malls Must Go Beyond Traditional Marketing in China

Chinese tourists don’t rely on Google, Facebook, or Instagram when planning trips. Instead, local platforms like WeChat, Xiaohongshu (RedNote), and Douyin dominate travel inspiration and shopping decisions.

A campaign that simply mirrors Western marketing channels or treats each Chinese platform in isolation rarely works. Success requires a seamless and localised approach—one that matches the expectations of Chinese travellers across their full journey: from research and planning, to in-mall experience, to post-trip sharing.

Local Platforms as the Bridge to Engage Chinese Audience

Unlike the West, China’s digital ecosystem is highly integrated, with “super apps” that combine social media, e-commerce, and content. The goal is to create a seamless customer experience, allowing travellers to discover, research, and purchase without ever leaving the ecosystem.

Our strategy leverages the unique strengths of each platform:

• Xiaohongshu (RedNote): China’s leading lifestyle discovery platform where users seek travel, shopping, and dining recommendations. Content should be authentic, visually appealing, and discovery-focused.
• Tencent Ecosystem: Precision targeting through WeChat and other Tencent-owned platforms. As a “super app,” WeChat enables everything from brand accounts to in-app e-commerce via Mini Programs.
• ByteDance Platforms: Douyin (China’s TikTok) is a hub for short-form video storytelling that inspires pre-trip shopping interest.

When used in a coordinated way, these platforms help malls reach Chinese visitors at every stage of their journey—from sparking desire to influencing on-the-ground spending.

A Proven Three-Pillar Strategy for Success

To make these platforms work effectively, we recommend a three-pillar framework:

1. Influencer Collaborations

Partner with credible Chinese KOLs and KOCs to create authentic shopping and lifestyle narratives. Beyond reach, the focus should be on influencers who resonate with your brand and drive genuine conversions.

2. Content Localisation

Develop Mandarin-language campaigns with culturally relevant visuals and messaging. This isn’t just translation—it’s adapting your brand’s voice to align with Chinese cultural nuances while maintaining premium positioning.

3. Targeted Advertising

Leverage advanced ad networks on Tencent and ByteDance to deliver personalised offers, seasonal promotions, and event highlights directly to travellers—ensuring your message reaches the right person at the right time.

The Role of an Integrated China Media Agency

An integrated China media agency unifies these efforts. Rather than running fragmented campaigns, it brings together content localisation, influencer marketing, and precision advertising into one coordinated strategy.

This China-focused approach ensures your mall is visible on the platforms that matter most—embedded within trusted conversations that shape travel and shopping behaviour.

Case Study: The Exchange TRX

The Exchange TRX, a luxury shopping destination in Kuala Lumpur, applied this integrated approach with strong results. By leveraging these strategies, TRX was able to:

• Collaborate with top Chinese KOLs for high-impact, short-form content.
• Run targeted ad campaigns during trip-planning stages.
• Align promotions with major Chinese travel seasons like Golden Week.

The result? A significant increase in both footfall and premium spending from Chinese tourists.

Applying This Strategy to Your Brand

To replicate this success, shopping malls should:

• Engage early: Influence travel decisions before flights are booked.
• Localise for impact: Tailor messaging and visuals to cultural expectations.
• Collaborate with the right influencers: Select KOLs who align with your brand values.
• Leverage seasonal momentum: Be present when travel interest peaks.

Done right, this approach positions your brand as a must-visit destination for one of Asia’s most influential and high-spending tourist groups.

How Digital 38 Positions Shopping Malls for Success with Chinese Travellers

At Digital 38, we specialise in helping shopping malls and retail destinations attract and engage high-value Chinese tourists. Our expertise in platform integration, content localisation, and data-driven targeting enables us to deliver seamless, impactful campaigns that drive real results.

If you’re ready to attract more Chinese tourists to your shopping mall, let’s build a tailored strategy for your venue.

Contact Digital 38 today to explore our integrated marketing solutions for the Chinese market.