Social media and brand building in China

By Ai-Leen Lim

Chinese social media platforms are proving an inexpensive and extremely effective way of promoting brands. Western companies would be well advised to start building a social media profile for their brands, although not before investigating the attendant risks

China has over 632 million internet users, of whom some 257 million are active social media users. Although popular Western social media applications such as Facebook and Twitter are blocked in China, Chinese companies have developed China-friendly versions of these applications, such as Weibo and WeChat, which are widely used in China. As of July 2014, there were around 275 million Weibo users and 438 million WeChat users. With such a huge base of young and affluent consumers, these platforms have become an essential marketing tool for brands operating in China. However, the use of social media marketing comes with the potential risks of trademark infringement and dilution by third-party participants on these platforms.

Want to read more?

Register to access two of our subscriber only articles per month

Subscribe for unlimited access to articles, in-depth analysis and research from the World Trademark Review experts

Already registered? Log in

What our customers are saying

World Trademark Review is one of my favourite conference organisers. The topics and themes are always relevant, on point and designed to give me practical information about real-time industry issues. I look forward to all of the World Trademark Review events and highly recommend them to my industry colleagues.

Jennifer Chung
Assistant general counsel
Time Inc


Subscribe to World Trademark Review to receive access to the full range of trademark intelligence, insight, and case law, as well as our guides, rankings and daily market insight delivered to your inbox.

Why subscribe?


Register for more free content

  • Read more World Trademark Review blogs and articles
  • Receive the editor's weekly review by email
Register now  
Issue 74