Learn more about the most important Chinese Social Media and marketing channels.
Main digital marketing channels
WeChat is, with more than 1 billion monthly active users, the most popular Chinese Social Media messaging app. By setting up an official account for your brand, we’ll create a direct line between you and your customers that enables you to share your brand’s message. It allows brans to engage and interact with your followers, and even sell your goods and services through H5 or WeChat Mini Programs. Read more»
Weibo – often referred to as the Chinese version of Twitter – offers incredible opportunities for your brand to grow brand awareness and engage with potential customer audiences. Through your Weibo account, you’ll be able to reach an audience of existing and interested buyers through an unlimited number of posts, whilst gathering data and insights into Chinese people and their behavior and preferences. Read more»
Key Opinion Leaders (KOLs) are influencers that have developed a massive digital following. They can be an effective way for your brand to reach thousands or even millions of potential customers on Chinese Social Media. As your agency, we help choose one or multiple KOLs whose image correspond(s) best with your brand and design campaigns involving for example original content posts, livestreams and product reviews. Read more»
A well designed and properly executed email marketing campaigns can be a very effective way to reach your customers. By creating 360-degree customer profiles and customizing your email design, we will make sure your emails are visually and content-wise appealing to all your customers. Read more»
With more than 400 million online viewers livestreaming in China is becoming the most popular video format next to short videos. Especially when featured by KOLs & KOCs – by embedding for example product reviews and brand recommendation – livestreaming will make your promotional activities more convincing and effective. Read more»
Main e-commerce channels
Tmall (天猫) is the largest business-to-consumer (B2C) retail platform in Asia enabling businesses to sell directly to millions of consumers throughout China. Whether cross-border via Tmall Global or via the local version of Tmall, brands can market their products to over 500 million monthly active users on the platform.
JD.com (or 京东) is one of the largest Chinese e-commerce platforms next to Tmall. It offers brands both a cross-border as well as a local platform to sell to over 300 million monthly active users. As Tencent is part owner of JD.com the platform has great integrations with WeChat, such as the Kepler Mini Program stores.
Kaola (网易考拉) is one of the biggest cross-border e-commerce platform, previously owned by NetEase but acquired by Alibaba in 2019. Kaola buys products directly from suppliers to sell on the platform. It has over 30 million registered users, mostly professionals, aged 20-45, with high buying power seeking quality and authentic brands.
Other e-commerce channels
Little Red Book
Little Red Book or XiaoHongShu is both a network community and a cross-border e-commerce app. As of January 2019, its registered users exceeded 200 million. Many post-90s and millennials use the app on a daily basis. Users can share their experiences and reviews, focusing on fashion, food, traveling, maternity, lifestyle and a male category.
Pinduoduo is the largest interactive e-commerce platform in China. It grew rapidly from its launch in 2015, mostly through social selling. It now ranks just behind Alibaba Group with close to 600 million users. The majority of the Pinduoduo users are female above 40 years old in 3rd and 4th tier cities. They are extremely price- sensitive, but they make frequent purchase and they are often in control of purchasing for the whole family.
Ymatou (洋码头) or Yangmatou is a C2C and B2C e-commerce marketplace mainly engaged in cross-border e-commerce and special sales for overseas franchise famous for high quality products. The platform is said to have more than 1 million users and more than 10,000 daily orders.
Video marketing channels
Douyin aka Tik Tok is one of the most popular short-video platform in China with over 20 billion video views per day. The 400 million users that are active on the app are mainly age under 24 years old. Integration with multiple applications in order to increase traffic, and diverse advertising methods create a good opportunity for brands running campaigns on it.
Kuaishou, often called “Kwai”, started out as a regular video sharing app but was quickly transformed into a short video community, and a platform for users to record and share videos depicting their everyday lives. Daily active live broadcasting users exceeded 100 million. And most notibly, 56% of Kuaishou anchors are post-90s.
Inke is a live-streaming app launched in June 2016 with the tag line “Broadcast an amazing life”. The platform claims to have more than 1,000 celebrities, 5,000 stars, 10,000 college students, 100,000 handsome guys and beautiful women live streaming 24 hours a day. This attracts over 160 million registered users and 25 million MAUs interacting with idols “face to face”.
Content marketing channels
Baidu Baike is one of Wikipedia style platforms of China. Companies can apply to have their corporate page added to the platform to share their brand story. Baidu Baike has been around since 2006. Three weeks from its launch the encyclopedia had already grown to more than 90,000 articles. The platform now holds over 15 million articles and is the go to source of trust worthy information for Chinese consumers.
Zhihu is a Q&A platform (like Chinese version of Quora), based on an elite cultural community of people that are higher educated, have higher income and higher purchasing power. It is considered as a place where the industry elite share their knowledge, experience, and insights. User numbers reached 1 billion, ages between 25 and 35 years old. It is a great niche platform to educate your audience about your brand and let them share their user experience.
Toutiao means “Headline” in Chinese, launched in August 2012, it is a personalized news feed platform with a recommendation engine based on big data mining technology. It recommends valuable and personalized information for users and provides new services to connect people and News feeds. It is one of the fastest growing Niche Chinese Social Media platforms with over 1 million listed media sources and more than 1 billion users.