Learn more about the most important digital marketing channels in China.
Main digital marketing channels
WeChat is, with more than 1 billion monthly active users, the most popular messaging app in China. 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, engage and interact with your followers, and even sell your goods and services. Read more»
Weibo – often referred to as the Chinese version of Twitter but so much more – 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) 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. 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 325 million online viewers live streaming in China is becoming the most popular video format next to short videos. Especially when featured by KOLs – by embedding for example product reviews and brand recommendation – livestreaming will make your promotional activities more convincing and effective. Read more»
Other marketing channels
Baidu Baike is the Wikipedia of China, albeit somewhat more controlled. Companies can apply to have their corporate page added to the platform. Baidu Baike has been around since 2006. Three weeks from its launch the encyclopedia had already grown to more than 90,000 articles. As of January 2018 the platform has more than 15.1 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 (opinion). User numbers reached 1 billion, ages between 25 and 35 years old, makes it a good 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 platforms with 1.1 million listed media sources and more than 1 billion users.
Niche ecommerce channels
XiaoHongShu (Little Red Book) is both a network community and cross-border ecommerce. By November 2018 it attracted over 90 million users and many post-90s and millennials using it on a daily basis. Users can share their stories and reviews, focusing on fashion, food, traveling, maternity, lifestyle and a male category.
MeiLiShuo is a unique and specific ecommerce platform targeting young Chinese ladies by only providing products related to women. With more than 100 million registered users by the end of 2017 this platform will allows brands to reach a targeted female audience of around 23-30 years old.
“Bring beauty into life through merchandise” that is the motto of YiTiao. The platform started with short videos and moved into ecommerce. With over 21 million followers the platform targets the growing middle-class audience by providing high-quality and unique products for a better life.
Niche 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.
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”.
XiGuaShiPin literally means Watermelon Video. This short video platform shows users today’s headlines as well as personalized short video recommendations. By the end of May 2017, watermelon videos had more than 10 million active users and 100 million registered users.
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