Promoting apps in the Chinese App Store is a task that requires an understanding of the local market, user preferences, and the specifics of the platform. China is one of the largest mobile markets in the world, but its ecosystem differs significantly from the Western one. 

The uniqueness of the Chinese IT market

The pace of development of the Chinese IT industry has no analogues in the world, but it is extremely difficult to enter this market due to its closeness. However, the App Store provides overseas developers with the opportunity to present their apps to a Chinese audience.

From 2019 to 2023, the turnover of the Chinese App Store increased 2.3 times. At the same time, 95% of revenue and 90% of downloads come from local companies. This suggests that it is possible to enter the Chinese market, but gaining an audience is a serious challenge. It is especially difficult with games, as their publication requires a separate licensing procedure.

Localization is the key to success

• More than 90% of the Chinese population does not speak English, so applications must be fully translated into Chinese.
• Mainland China and Singapore use simplified writing, while Hong Kong and Taiwan use traditional writing.
• Adapting voice commands is important: Mandarin Chinese is a universal option.
• The Chinese have a negative attitude towards partially translated applications. Even system notifications and errors should be localized.

Features of user behavior

• Smartphones are the main channel of interaction (the Mac App Store accounts for about 15% of installations).
• 95% of the Chinese population actively uses the Internet and social networks.
• The young audience is guided by the opinion of opinion leaders (KOL) and recommendations from friends.
• The Chinese love bright colors in interfaces and pop-up notifications about discounts and promotions.
• Users expect built-in social features and the ability to share content.

Marketing features

• Discounts and promotions work differently: instead of "-20%", the symbol 折 (zhe) is indicated. For example, 8 折 means that you need to pay 80% of the price.
• Advertising through opinion leaders (KOL) is the main way of promotion. People trust bloggers, doctors, and lawyers more than official brands.
• WeChat Facebook and Weibo social networks are key marketing platforms (Facebook and Twitter are blocked in China).
• Payment via WeChat Pay and Alipay is a mandatory requirement.

Technical aspects

• The "Great Chinese Firewall" slows down Western servers. It is recommended to use local CDNs (CloudFront, EdgeCast, Akamai) to speed up downloads.
• Facebook authentication doesn w work, it's better to use WeChat and Weibo.
• Large companies failed in China, ignoring local traditions. For example, using black can negatively affect the perception of a brand.

The Five Rules of Marketing in China

1. Keep the interface and advertising as simple as possible. The Chinese love clear and visually rich applications.
2. Add social features. The more engagement, the better.
3. Actively use discounts and promotions. Chinese users like to save money.
4. Create original content. High-quality exclusive content increases the credibility of the app.
5. Consider cultural norms. For example, the Chinese believe in the magic of numbers, 4 is the most unlucky number in Chinese culture because of its consonance with the word death. It is worth avoiding it when choosing a pricing policy.

It is possible to enter the Chinese market, but for success it is important to fully adapt the application: language, interface, payment systems, marketing strategies. Proper localization and integration with the Chinese ecosystem will help not only enter the market, but also take a stable position in it.

As for the AppStore, it also has its nuances.

1. Publication requirements

Before promoting an app in China, it is important to consider that the China App Store is subject to strict government regulations.:

• All applications must comply with local laws, including obtaining licenses (for example, the ICP License for online content).
• If the app is related to news, medicine, or finance, additional permissions may be required.
• Games are required to be certified by the NPPA (National Press and Publication Administration).

2. Application Page Optimization (ASO)

The App Store ranking algorithms in China are similar to global ones, but the key factors for a successful ASO include:

• Name and description — it is important to use an accurate translation adapted to the local culture, rather than a literal translation.
• Keywords — regional search queries and the frequency of word forms must be taken into account.
• Screenshots and Videos — Chinese users love rich and informative images with text annotations.
• Icon and graphics — preference is given to bright colors and the presence of Chinese characters on the icons.

3. Promotion through paid advertising

Apple Search Ads is available in China and is an effective promotion tool. Basic strategies:

• Search advertising – keyword targeting helps to increase visibility in the App Store.
• Retargeting – allows you to return users who previously interacted with the app.
• Local platforms – it is worth using Baidu, WeChat Ads and other advertising networks.

4. Social Media and the influence of KOL (Key Opinion Leaders)

Social media in China is the main channel of promotion:

• WeChat (1.3 billion users) is a key platform for advertising and audience interaction.
• Weibo is the Chinese equivalent of Twitter, suitable for viral marketing.
• Douyin (TikTok in China) is a powerful tool for video promotion.
• Opinion Leaders (KOL) are bloggers and experts whose opinions shape user behavior.

5. Monetization and payment systems

• WeChat Pay and Alipay are the main payment methods.
• Subscription models work better than one-time purchases.
• Freemium, an in-game purchase model, is one of the most popular strategies.

6. Local UI/UX features

• Chinese users love vibrant interfaces with dynamic elements.
• Pop-up notifications (pop-ups) are welcome and associated with great deals.
• Text explanations on the icons help draw attention to the functionality.

Conclusion

To successfully promote an application in China, it is not enough to simply translate the interface — it requires a complete adaptation of the product, marketing strategy and user experience. Developing localized content, integrating with local payment systems, and using popular Chinese social platforms will help increase the chances of success.