Have you ever wondered what the most popular Chinese social media platforms are? Here are the Top 35 major social media platforms in China for 2025!

This article is updated every year with new popular social media platforms and apps in China. It includes a ranking of apps based on their primary uses, recent demographic data regarding the audience of each platform. Also, depending on the applications, it includes explanations of their main functionalities and advice on how companies can use them.

Every second in China, 486 articles are published on WeChat, 166 rooms are booked on Qunar, 115,740 questions are answered on Zhihu, and 3,472 orders are placed on Ele.me, and more than 62% of people check the WeChat app more than 10 times a day.

The role of social media in China is enormous, as it not only entertains, but also influences food, lifestyle and fashion choices, provides makeup and lifestyle reviews, and gives advice on vacation spots. It therefore takes up a large part of the working time of white-collar citizens.

FAQ About Social Media in China

What Platforms Do Chinese People Spend Their Time On?

WeChat continues to dominate the social media sphere in China, with its huge user base of over a billion people and its integration into daily life’s basic functions. For businesses, it is simply essential. As of the end of 2023, 87.3% of the population in China uses WeChat.

Douyin – the Chinese TikTok, is used by 78.4% of the Chinese population. Douyin has all the functions of TikTok, but also many others and much more in-depth. The Chinese spend on average more than 2 hours per day watching its short videos.

NB: China recommends that children under 14 limit their use of Douyin to 40 minutes per day.

The instant messaging platform Tencent QQ and the search engine Baidu Tieba are neck and neck with 59.8% and 58.8% Chinese users respectively on their sites.

With a meteoric rise since its creation in 2021,  Xiaohongshu has attracted  51.2%of the Chinese population to its app in just 2 years! (App created in June 2021, statistics from September 2023).

And finally, Sina Weibo remains relevant, although its audience has decreased, the app still has 46.8%of the Chinese population as active users!

A Typical Day in the Life of a Daily User in China

A dive into the digital life of a Chinese person

The first thing most of us do when we wake up is check our phone.

The infographic below shows a typical day for an online user in China. Here are the main social media platforms used, at what time and for what purpose.

People tend to check messages and social media first, on WeChat and Weibo, then listen to music on QQ Music Or Netease while getting ready.

They will use WeChat or Alipay to pay for their breakfast, order a taxi via Didi, and may use the Starbucks or LuckinCoffee apps to order a coffee.

On desktop computers, QQ, WeChat And WeCom are used to chat with colleagues and exchange professionally.

At noon, Eleme or Meituan are used to order lunch from mobile phones.

During lunch and dinner, people often watch TV or short videos on platforms iQiyi and Youku and check their finances on Alipay.

In the evening, it is time to check  WeChat Moments, make some purchases on Taobao or JD.com, or watch a movie, booked via Maoyan.

Interesting fact:

Due to previous scandals involving fake production and imports (some of which ended in fatalities), consumers do not trust official advertising in China as much as they once did. Instead, they prefer to follow what other consumers say and do. 

Therefore, the idea of providing online advice and recommendations to others has become a well-paid service. It is known as influencer marketing through KOLs (Key Opinion Leaders). Even more importantly than in the West, China is now one of the most popular countries for brands to collaborate with influencers as a marketing medium to reach Chinese audiences.

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Top Chinese Social Media Sites and Apps in 2025

With a population of more than 1.4 billion, China remains one of the most “connected” countries in the world, with 79% of its population being active users of social media platforms (compared to 71% last year) and spending on average 5 to 6 hours on the internet per day. 89% of its people watch videos, 71% watch streaming, 53% play live video games and 74% make online purchases using their mobile phones.

In this context, it is not surprising to see that the Chinese app ecosystem is highly segmented and each platform or app has its own well-defined place.

Online commerce plays an important role in the country’s economy and occupies a large part of the digital ecosystem. However, the current trend is that video is now the second largest segment based on the number of regularly used video apps and platforms.

Discover our selection!

The TOP 8 Most Used Social Media Platforms in China

#1 WECHAT – ALL IN ONE: THE TOP 1 APP IN CHINA!

Q: What kind of app is WeChat? 

A: WeChat is a messaging app, a social media platform, an online bank –  it’s basically a super app with every feature imaginable.

Q: How many users does WeChat have?

A: As of 2023, WeChat had over 1.36 billion registered users.

Q: Who are the main users of WeChat?

A: Chinese people; the main age group of active users is between 16 and 64 years old (78% of users).

It is no exaggeration to say that the super app WeChat simply makes life easier in China. It’s almost impossible to live there without it. It is interesting to note that 98.5% of smartphone users aged 50-80 use WeChat and that 61% of users over 60 years old devote more than half of their total mobile data consumption to it.

These figures are significantly lower than those of the younger population, who only devote around 14% of their mobile data to the platform. In addition, Users getting information via official WeChat accounts are mostly over 30 years old.

Overall, the distribution of WeChat users is about 48% female and 52% male. They spend about 1 hour and 20 minutes per day on the platform!

Main Functions of WeChat

WeChat is used to send voice messages, videos, pictures and texts over the Internet. It supports group chats and users mainly use it to communicate with their friends through SMS, MMS, GIFs, video calls, etc.

The WeChat app is completely free, you just need an internet or Wi-Fi connection to use it.

WeChat supports mini-programs directly integrated into its interface and designed separately by brands and companies. Like other apps, they aim to sell, engage or entertain.

WeChat’s integrated apps include everything you can think of: brands, utility payments, mobile phone top-ups, online ordering and more.

Adding Friends on WeChat and Privacy Feature

The most common ways to add friends on WeChat are searching by phone number, WeChat QR code scan of someone, adding from QQ friends list or mobile phone contact list.

There’s also a cool little feature that lets you “find people nearby” by shaking your phone!

The most common messaging functions are instant voice messages, video chats, and WeChat calls.

Your Own Photo/Video Timeline or Your Own “Moments”

WeChat offers its users the possibility of creating a “wall”, a space where you share the “Moments” of your life through photos, videos, messages, music, etc.

You can also choose which of your friends can see it, so it’s up to you to configure your WeChat according to your exposure to social media platforms!

Business Functions

WeChat is widely used for business promotion, as it enables business accounts to be created and promoted on the platform.

Many accounts have a specific purpose: offers, registrations, blogs, etc., while other accounts display general information about the business.

WeChat mini apps allow you to use partner services, such as calling a taxi, making a hospital appointment or paying bills.

WeChatPay

WeChat has been so successful in China because of its easy payment system. Simply scan a WeChat QR code to pay for items via your WeChatPay wallet (bank account integrated directly into the app wallet).

This is a boon for businesses because it pushes users to consume more easily and in particular via impulse shopping on all platforms available in China!

WECHAT STATISTICS IN 2024

Take a look at our guide here: 30 Marketing Tools on WeChat!

#2 WeChat Channels

Channels is a feature of the WeChat ecosystem that allows you to share and consume video content. Similar to Instagram’s “Reels” function, Youtube Shorts or Tiktok, it is a news feed containing popular videos (HOT), from our friends or from accounts we follow. Part of the powerful all-in-one WeChat messenger, it is very easy to share and send content from Channels, allowing the user to entertain themselves on the most used platform. With the addition of this feature, WeChat thus meets all the user’s needs, allowing them to do everything on a single application!

So Channels benefits from the enormous traffic from WeChat, making it a platform with a larger audience than Douyin and Kuaishou. This video format has the highest engagement time per user at 80% compared to photo sharing on WeChat Moments!

This platform is used by individuals and businesses alike and attracts many professionals with the advertising options it offers. With 813 million monthly active users, it is estimated that the audience of Channels is composed of 80% women and therefore 20% men. This audience spends on average 1 hour per day watching videos (up to 1 hour in length, but short videos are preferred) on Channels.

WECHAT CHANNELS STATISTICS IN 2024

#3 DOUYIN – THE CHINESE TIKTOK

Q: What kind of social media platform is Douyin?

A: Douyin is originally a short video sharing platform.

Q: How many users does the Douyin app have?

A: Douyin has over 1 billion registered users.

Q: Who are the main users of Douyin?

A: 48.7% of Douyin’s daily users in China are under 30.

Known internationally as TikTok, Douyin is the king of short videos. Its 755 million users come from third-, fourth- and fifth-tier cities and spend more than 2 hours per day on the platform! Besides short videos, 90% users watch live broadcasts (live streaming).

Today, Douyin has also become one of the most popular e-commerce platforms on social media, attracting millions of influencers and customers. The shopping experience may remind us of the telemarketing that was so popular in the 90s. With a fresh approach and a hint of glamour, this new business model is boosting sales for many smaller brands looking to reach the middle class in China.

Advertising on Douyin is also a great way to make a brand popular in china. Douyin, which offers very competitive rates, wants to attract more international brands to the platform in China.

DOUYIN STATISTICS IN 2024

Want to learn more about advertising on Douyin? Check out our article here: Marketing on Douyin 2023: How to sell on Douyin

#4 QQ – THE CHINESE VERSION OF MESSENGER

Q: What kind of app is QQ?

A: QQ is one of the most popular messaging apps in China.

Q: How many users does QQ app have?

A: QQ has about 817 million active users.

Despite the rise of its predecessor WeChat, QQ Messenger, still has more than 817 million  active userseach month. It is more commonly used on desktop computers because it is integrated with email and file management, and has a certain nostalgia for those who used online messaging before WeChat came along.

Creator of WeChat, QQ Zone, QQ Messenger and dozens of secondary brand products, Tencent is one of the earliest innovators in technology development in China.

Today, Tengxun.com is a popular search engine (linked to WeChat) and QQ Mail is one of the most widely used email services by individuals and businesses.

QQ Music and V.QQ are both entertainment platforms. QQ Zone is one of the main platforms of Tencent Group where users can communicate on a global ecosystem.

But QQ Messenger serves as an instant messenger and social media platform. It allows you to send messages, make voice and video calls, microblog, and has many other features that promote social interaction! Despite the app being accessible worldwide, 96% of its users are located in China. These users are approximately 52% male and 48% female.

QQ STATISTICS IN 2024

#5 XIAOHONGSHU OR RED, THE CHINESE INSTAGRAM

Q: What kind of app is Xiaohongshu?

A: Xiaohongshu is a social media platform, e-commerce and product review platform.

Q: How many users does the Xiaohongshu app have?

A: Xiaohongshu has over 163 million monthly active users.

Xiaohongshu, also known as Little Red Book or RED, is a Chinese platform combining social media platforms and e-commerce, comparable to Instagram. Created in 2013, it mainly targets young people, especially women from large cities, with 80% of users under 30. RED stands out for its user-generated content, a strong presence of influencers (KOLs) and e-commerce integration, allowing users to discover and purchase foreign products. With a community of nearly 200 million monthly active users and over 140,000 brands, Xiaohongshu offers a unique platform for foreign brands looking to enter the Chinese market.

Its user base, predominantly female (82% women, 62% Gen Z) is active and influential, focusing on fashion, cosmetics and lifestyle products. These “digital natives” with high incomes and significant consumption value branding. RED stands out with unique features and e-commerce integration, providing an attractive platform for influencer marketing and product promotion. 56% of its users say they use the platform several times a day!

XIAOHONGSHU/LITTLE RED BOOK 2024 STATISTICS

Check out our latest article which details everything you need to know about Xiaohongshu!

How to register a store on Xiaohongshu? Here’s the answer!

#6 WEIBO – THE CHINESE TWITTER/X?

Q: What kind of app is Weibo?

A: Weibo is a micro blogging platform.

Q: How many users does the Weibo app have?

A: Weibo has over 588 million active users.

The wide variety of functions available has allowed Weibo to evolve into a versatile platform which has no equivalent in Western social media. Just think of any function that can be found in social media platforms and Weibo will offer it. Among its hundreds of millions of users, the post-1990 generation represents 48% and the post-2000 generation 30%. With a male/female split of almost 50/50, they spend on average 50 minutes on the platform, every day.

Weibo, short for MicroBlog, is a platform for sharing short messages in real time. Considered China’s X (formerly Twitter), Weibo is a complex platform that offers different types of native advertising, semi-targeted ads, and even a live streaming option.

MAIN FUNCTIONS OF WEIBO

• Short/long messages:
  Originally, it had a text limit of 140 characters per post, but Weibo has increased its character limit and encourages longer posts. The idea is to post thoughts or updates to people who follow you online (like on Facebook or Twitter).
• Follow accounts/topics:
  Weibo is a communication tool. It allows you to follow people or organizations that interest you in order to see their new content, shared information… Like any social media platform, other people can also follow you.
• Live chat:
  To increase online attention, users can discuss hot topics and interact with other people.
• Mention and Hashtags:
  As on Instagram, the @ symbol is used to mention someone. Hashtags are also commonly used to search for topics (Weibo introduced this feature years before Instagram added its “follow hashtag” feature).
• Public comment and private message:
  You can comment and forward other people’s posts. For more privacy, you can chat via private messages.
• Weibo also offers many functions of gamification such as acquiring medals and adding apps (Weibo Square is where you can check these out).
• Live Streaming – Livestreaming
• Video vlogs

SINA WEIBO STATISTICS IN 2024

#7 KUAISHOU – AUTHENTIC AND UNFILTERED

Q: What kind of media is Kuaishou?

A: Kuaishou is a short video sharing and live streaming platform.

Q: How many monthly active users does Kuaishou have?

A: Kuaishou has over 504 million monthly active users.

True to its name, which means “fast hands”, Kuaishou has quickly established itself as one of China’s leading social media apps. She distinguished through its emphasis on short videos, favoring authentic and unfiltered content such as live streams and vlogs.
This popular livestreaming app has 504 million monthly active users, including 70% are under 35 years old.

Kuaishou differentiates itself from Douyin by creating extensive interactions between users and content generators. The application brings together every day 347 million users who pass more than 2 hours watching content ! We note that men are slightly more present than women with 55% against 45%.

KUAISHOU STATISTICS IN 2024

#8 BILIBILI – CULTURE AND COMMUNITY

Q: What type of media is Bilibili?

A: Bilibili is a video sharing and streaming platform.

Q: How many monthly active users does Bilibili have?

A: Bilibili has over 336 million monthly active users.

Bilibili (Chinese name: 哔哩哔哩) started as a space for anime fans and has grown into a cultural community and platform that some now call the “Chinese YouTube”. It is primarily a video hosting site, but it also offers livestreams, particularly popular among gamers, and is launching into the television program production.

This application and its features are especially appealing to 19-24 years old, which represent 61% of all users. Men and women are equally present on the platform and spend an average of 1 hour 30.

BILIBILI STATISTICS IN 2024

Social Media Platforms for News and Information in China

#9 JINGRI TOUTIAO (TODAY’S HEADLINES) – CHINESE NEWS UGC 

Q: What type of media is jingri toutiao?

A: Jingri Toutiao is a news broadcasting platform

Q: How many monthly active users does Jingri Toutiao have?

A: Jingri Toutiao has over 270 million monthly active users.

JinRi Toutiao (Today’s Headlines) is a user-generated content and news platform that is extremely popular among young Chinese users. The age breakdown of Toutiao’s 700 million users is fairly homogeneous across the generations, as is gender (Women 45% and Men 55%). The average user spends 76 minutes on the site each day, which translates to 1.3 billion articles read each day.

JinRi Toutiao aims to help businesses, institutions, media and independent media gain more visibility and attention. With over 700 million registered users and 410 million monthly active users, who wouldn’t want a piece of this massive online audience? However, Toutiao accounts are difficult to apply for and it is particularly easy to get banned.

Users’ high-quality content will get more exposure thanks to a powerful intelligent recommendation algorithm, while the industry-leading weight removal protection mechanism will keep the original free from infringement worries.

The platform can publish videos, questions and answers. Also “Recommended” marked in red means that the platform supports this content.

#10 ZHIHU – THE CHINESE VERSION OF QUORA

Q: What is zhihu?

A: Zhihu is a knowledge/encyclopedia site in the form of a sharing and Q&A forum.

Q: How many monthly active users does zhihu have?

A: Zhihu has over 102 million monthly active users.

Zhihu can be considered the Chinese version of Quora for social media. Users can ask and answer questions on virtually any topic. 80% of registered users have a bachelor’s degree or higher and 20% of users have experience teaching abroad. Among its 102 million monthly active users, 71% are under 35 years old.

Recognized as the largest Q&A platform in China, Zhihu was included in the TOP 30 most influential platforms in China in 2017. Soon after, Zhihu launched “Zhihu university” in 2018, which allows users to educate themselves through online courses

The course system includes Zhihu Live and “Zhuhu Private Course” launched in late 2017. It includes both audio and video, a single course for bite-size learning and a series of longer courses that require more time and effort. The book system includes e-books and audiobooks, as well as a “Know the Book Club” section, launched in early 2018 to help users take apart and analyze books.

Zhihu is a much more serious platform than Quora and attracts industry professionals to share opinions and advice. Unintellectual or childish questions are not well received on the platform and are often not published on Zhihu.

Programmers, managers, founders, CEOs, etc. are the main professions of Zhihu users. Most of the content published therefore comes from the users themselves. Some profiles are labelled as an “expert” in a certain field, with a badge certifying their account.

The app’s interaction features are extensive and always oriented towards a clear goal of high-quality education and knowledge sharing. It is therefore possible to follow expert profiles and institution accounts, but you can also follow questions asked and get notified of the progress of the discussion and its related answers. You can also create and participate in polls and surveys, as well as like, share, comment and save posts, and participate in live streams and arrange private calls with experts.

The aim of this platform is to share constructive knowledge, and it allows professionals to stand out and prove their expertise in their chosen field, as well as reach an educated audience.

To learn more about Zhihu as a marketing tool, please check our article: All about Zhihu

#11 DOUBAN

Q: What kind of media is Douban?

A: Douban is an interest-based social media platform and forum.

Q: How many monthly active users does Douban have?

A: Douban has over 300 million monthly active users.

Douban originally started as a movie database, accompanied by movie discussion forums. Today, the forums have evolved to encompass discussions on all sorts of topics, and the site could be compared to Reddit rather than IMDb.

Its 300 million plus monthly active users are typically college-educated, middle-class urbanites. With a 57-43% female-to-male audience, Douban is one of the best word-of-mouth marketing platforms for entertainment. 65% of its users are under 35 (40% are between 24 and 35).

Founded in 2005, Douban is a forum dedicated to books, films, music, podcasts (Douban FM) with opinions, ratings and discussions. Douban also has a group feature, where people can join together based on their common interests! Chinese people pay close attention to the rankings given by this platform to choose whether to watch a TV show or a movie.

#12 HUPU

Q: What kind of media is Hupu?

A: Hupu is a sports-based news forum.

Q: How many monthly active users does Hupu have?

A: Hupu has over 86 million monthly active users.

HUPU, a platform focused on sports news, brings together 91% men within its user base. 86% of its audience is under 30!

The information shared can come from certified accounts and profiles but also from users. The content can be posts and written articles but also livestreaming sessions and discussions in closed forums.

The platform has a total of 86 million monthly active users.

#13 NETEASE

Q: What type of media is Netease?

A: Netease is a news and information platform.

Q: How many monthly active users does Netease have?

A: Netease has over 300 million monthly active users.

Just like Toutiao, Netease is a platform that shares news and articles posted by professionals or individuals. With a predominantly male audience (65% vs 35%), the latter is young since 85% of users are between 18 and 35 years old. They write, read, comment, like and share relevant articles.

#14 36KR

Q: What type of media is 36kr?

A: 36kr is a news platform based on the technology industry and the startup environment.

The application draws its content from verified sources, newspapers and journalists who are experts in the field, as well as from professionals in the sector. Authors have the ability to publish articles that will be shared and commented on. They can also create newsletters to which their audience can subscribe. Readers can then be reminded to read the latest trends following specific profiles, companies and even topics!

This platform is famous for advertising because it is the only one to offer advertising on its own account: 36KR.

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E-Commerce Websites and Apps in China

#15 TAOBAO – ALIEXPRESS IN CHINA

Q: What kind of app is TaoBao?

A: TaoBao is an e-commerce platform and online marketplace.

Q: How many users does TaoBao app have?

A: TaoBao has over 877 million active users.

TaoBao, a platform launched in 2003 by Alibaba Group, has become an essential for e-commerce in China.

With annual revenues exceeding several hundred billion dollars, it compares to giants such as eBay and Amazon.

The platform is popular among a wide range of consumers, especially young people, thanks to its wide range of products and ease of use. TaoBao stands out with its live streaming, customizable stores and interactive features, attracting a large user base, including many young consumers.

It plays a crucial role in China’s digital retail landscape, offering a complete and varied online shopping experience.

To learn more about Taobao, please see our article.

TAOBAO STATISTICS IN 2024

Chart description: 

The e-commerce platform is popular among both women and men (51% and 49%), and age breakdown doesn’t vary much from one category to another. 16% are under 24, 26% are between 25 and 34, 19% are between 35 and 44, 17% are between 45 and 54 and 12% are over 55.

The platform does not support cross-border e-commerce. In China, it hosts domestic chain stores and individual stores. Taobao offers business models such as general e-commerce, B2B and B2BC. In keeping with the Chinese social media ecosystem, the platform supports Livestreaming, which is an integral part of its customers’ shopping experience. 

In 2024, the main product categories were: “clothing, shoes and bags”, “digital products”, “jewelry”, “beauty and skin care” and “mother & baby products”.

 

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#16 PINDUODUO – TAOBAO BUT EVEN CHEAPER

Q: What kind of app is pinduoduo?

A: Pinduoduo is a group buying platform

Q: How many users does Pinduoduo app have?

A: Pingduoduo has more than 751 million monthly users.

Q: How does Pinduoduo differ from other apps?

A: ¨Users can buy discounted products by forming purchasing groups with friends, family, and strangers»

In 2023, e-commerce giant Pinduoduo had more active users than JD.com, including 90% that born after the year 2000. 60% of its users come from third and fourth tier cities.

Founded in September 2015 by Shanghai XunMeng Technology, before going public in the United States in 2016, Pinduoduo became the second most downloaded app in China last year. Pinduoduo is a third-party social e-commerce platform that focuses on the C2B conglomerate.

In 2023, Pinduoduo, a Chinese e-commerce giant, continues to make waves in the market. With an impressive 66.6% growth in sales over three years and a 142.6% increase in earnings per share, the company attracted strong institutional demand. These remarkable performances have not only strengthened its position in the market but also led to a significant rise in its shares. Pinduoduo stands out for its ability to innovate and meet the changing needs of consumers, giving it a strong position in China’s competitive e-commerce sector.

Interesting fact: Pinduoduo is owned by PDD Holdings, the company that also owns the cross-border e-commerce platform Temu !

PINDUODUO STATISTICS IN 2024

Chart description:

In the same industry as Taobao, Pinduoduo’s gender split is almost even (55% female, 45% male) and the age distribution is relatively even, with a peak of 24% of its users in the 25-34 age category. The remainder consists of 14% of people under 24, 19% of people aged 35 to 44, 18% of people aged 45 to 54 and 14% of people aged 55 and over. 

Pinduoduo, like its competitor, supports livestreaming as well as home business stores and individual stores. But the platform also supports “flagship” stores (Flagship Store) and cross-border e-commerce! Its business models include B2C, ODM (Original Design Manufacturer) and a group purchase function. 

In 2024, its most popular product categories were “Electronics & Digital”, “Beauty & Skin Care”, “Mother & Baby Products”, “Food & Health” and “Outdoor Sports Equipment”.

 

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#17 JD.COM – LIGHTNING FAST!

Q: What type of app is JD.com?

A: JD.com is an online commerce platform for local and international businesses.

Q: How many monthly active users does JD.com have?

A: JD.com has more than 400 million monthly active users.

One could argue that JD.com is the Chinese’s favorite online supermarket. Founded by Richard Liu in 1998, the company has become a go-to place for shopping with confidence. What makes JD.com so great is its incredible delivery network: what you order in the morning can often arrive on your doorstep before the end of the day! It has made a name for itself by ensuring that all its products, be them electronic gadgets or everyday products, are authentic and of good quality.

Today, theJD.com app has nearly 400 million monthly active users with a generally even gender breakdown (45% Women, 55% Men) and age (-24: 16%, 25-34: 30%, 35-44: 21%, 45-54: 16%, 55+: 17%). Every day, JD.com continues to surprise people by using cutting-edge technologies, such as artificial intelligence and even drones, to make the shopping experience even smoother and faster.

JD.COM STATISTICS IN 2024

Chart description: 

JD.com hosts a wide range of stores, including those from domestic and international companies, as well as Jingdong Marketplace vendors. The platform also supports cross-border trade, allowing businesses to reach a global audience.

JD.com’s business model is diversified, encompassing B2BC (Business to Business to Consumer), B2C (Business to Consumer), and B2B (Business to Business) segments. This versatility allows the platform to adapt to different types of business transactions, thus meeting the varied needs of its users.

In 2024, the most popular product categories on JD.com included home appliances, electronics, beauty products, kitchen supplies, clothing, shoes and bags. Additionally, like its competitors, the platform supports livestreaming, offering sellers a dynamic and interactive way to showcase their products and engage their customers in real time.

 

#18 SECOO – LUXURY SPECIALIST

Q: What type of application is Secoo?

A: Secoo is an e-commerce platform specializing in luxury products.

Q: How many monthly active users does Secoo have?

A: Secoo has over 520 million monthly active users.

Launched in 2008, the SECOO app is in some ways the dream destination for luxury lovers in China. The platform specializes in high-end products, ranging from designer clothing to luxury watches and exclusive accessories.

Its site hosts stores but also individuals who can sell to other stores or to other individuals. The key product categories for this year 2024 were clothing, watches and jewelry, bags and leather goods, beauty and skin care, and finally shoes.

SECOO has built a reputation by offering its customers the assurance of purchasing authentic and certified products, often difficult to find elsewhere (except in original stores), particularly because the presence of counterfeit goods is widespread.

Today the platform brings together 520 million monthly active users, split fairly equally between men (56%) and women (44%).

SECOO STATISTICS IN 2024

NB: There are tons of e-commerce platforms in China, so we decided to create a few separate articles dedicated to this topic. Here are some of the most useful ones:

Chinese e-commerce platforms: registration costs

5 Wonderful E-Commerce Solutions Other Than Tmall

Choosing a Tmall Partner

Guide to Cross-Border E-Commerce Platforms in China

 

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Video Hosting Platforms and Applications in China

 

#19 YOUKU – BETWEEN YOUTUBE AND NETFLIX, CHINESE VERSION

Q: What kind of app is Youku?

A: Youku is a video service application.

Q: How many users does the Youku app have?

A: Youku has over 251 million registered users.

Q: Who are the top users on Youku?

A: According to statistics, 80% of Youku users are between 18 and 40 years old.

The original “Chinese YouTube “, Youku occupies an irreplaceable place among the main and essential social media platforms in China. More than two-thirds of its 251 million users come from affluent, college-educated backgrounds, and 82% are aged 18 to 40.

Its audience is 60% female and 40% male, with most users aged 25-34 (33%), followed by 35-44 (21%). Young users under 24 represent 18% of the audience, while older groups are less represented.

MAIN FEATURES OF YOUKU

Youku is therefore a video platform managed by the Youku group of the giant Alibaba. Currently, Youku is one of the leading video platforms covering a daily viewing volume of over 1.18 billion minutes per day, figures that make your head spin.

The platform offers a vast library of content, including movies, series and exclusive content. It supports livestreaming and provides user-driven recommendations. AI to improve user experience. Users can also download content for offline viewing. Videos can be viewed directly on your computer or your TV, but they are mostly watched directly on the mobile phones of users.

Youku operates on a business model that includes advertising, premium subscriptions, pay-per-view options, and e-commerce features. Access is free, but it is accompanied with advertisements and excludes access to exclusive content and viewing in high definition (HD).

#20 TENCENT VIDEO

Q: What type of media is Tencent Video?

A: Tencent Video is a video hosting service.

Q: How many people use Tencent Video?

A: 900 million people use Tencent Video.

Launched by tech giant Tencent, this streaming platform has become one of the most popular in China, offering a vast library of content. Tencent Video hosts TV shows, movies, sports and news. But also original content produced in partnership with international studios.

With 385 million monthly active users divided into 48% men and 52% women, half of this audience is under 35 years old. Its contents are compatible with Virtual Reality equipment, incorporate livestreaming and e-commerce services, and let Artificial Intelligence take care of recommendations to users.

#21 IQIYI

Q: What type of media is Iqiyi?

A: Iqiyi is a video hosting service.

Q: How many people use Iqiyi?

A: 465 million people use Iqiyi.

IQiyi, often referred to as the “Chinese Netflix,” is one of the leading streaming platforms in China. Launched in 2010 by Baidu, the application quickly established itself as an essential name for fans of series, films, reality TV shows, and animations.

What sets iQiyi apart is its high-quality original content, ranging from popular Chinese dramas to licensed international productions and most importantly, content exclusive to the platform. This content is undoubtedly a hit with its audience, which is predominantly female (58% versus 42%), spread across the ages: -24: 17%, 25-34: 28%, 35-44: 20%, 45-54: 15%, 55+: 9%. With a user-friendly interface and an ever-expanding catalog, iQiyi caters to all audiences, offering entertainment for all tastes.

Following this trend, iQiyi also offers livestreaming services, AI recommendations and catalogs, and several subscription offers. Among these there is the free model, with advertisements, without access to High Definition and exclusive content. Then there is the Premium offer, which requires a fee, but gives you full access to the platform and its services. There is also a pay-per-content option, meaning you rent the movie for a set period of time. And finally, online commerce is possible here, because during livestreamings, influencers can promote products, which can be purchased through the platform directly.

#22 MANGO TV

Q: What type of media is Mango TV?

A: Mango TV is a very popular streaming platform in China.

Q: How many people use Mango TV?

A: 267 million people use Mango TV.

Mango TV stands out for its dynamic and entertaining content, mainly focused on reality tv shows, THE drama series, and variety programs. Launched by Hunan Broadcasting System, one of China’s largest television stations, Mango TV is particularly popular among younger generations for its innovative, exclusive shows, sometimes produced in-house. Its audience is largely dominated by women to the tune of 76% And 70% are under 35 years old.

Just like its competitors, Mango TV offers a free subscription with advertising, a paid subscription for full access, complementary e-commerce services but also paid livestreaming options! Whether it’s to follow the latest trends or just binge on captivating series, Mango TV offers a colorful and lively streaming experience.

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Livestreaming Websites and Apps for Video Games

 

#23 HUYA – GAME STREAMING PARADISE 

Q: What type of media is Huya?

A: Huya is a gaming video/live streaming platform.

Q: How many monthly active users does Huya have?

A: Huya has over 8.36 million monthly active users.

Huya is a gaming livestreaming platform that is extremely popular among active users under the age of 44, which makes up 80% of its audience. User loyalty and interaction with the platform remains at a very high level, with an average daily viewing time of 135 minutes.

Huya tried to merge with DouYu, another live game streaming giant, in 2020. According to Variety, this could have allowed the platforms to capture 80% of the Chinese market. This attempt failed and the platforms denied any rumors that it was still in the works, They nevertheless collaborate, as they are both supported by Tencent.

Huya’s team invests its core resources to provide users with a clear, fast and smooth live viewing experience. Users can interact with the host in real time, in the form of text messages and meetings with their gaming idols. They can also make donations and send virtual gifts, which is part of the platform’s monetization system in addition to subscriptions and partnerships.

The vast majority are male (70%), including big video game fans. Huya offers live broadcasts of popular games, online gaming competitions and broadcasts from gaming stars and influencers: KOLs. All of this is compatible on phone, computer and game console and in 4k, with the possibility of sharing everything easily by having integrated social media platforms into the platform.

#24 DOUYU – FOR GAMING FANS

Q: What kind of media is Douyu?

A: Douyu is a video game livestreaming platform.

Q: How many monthly active users does Douyu have?

A: Douyu has over 5.17 million monthly active users.

Despite a failed merger attempt with Huya, Douyu remains one of the most popular apps for gaming fans. Launched in 2014, Douyu has quickly established itself as the leader in game streaming, where gamers come to watch live games, eSports tournaments, and broadcasts from their favorite streamers.

A little like Huya, Douyu’s audience is composed mainly of men (71%) with 81% of its population under 45, and 58% under 35. The app offers exactly the same compatibility, integration and subscription features as its competitor Huya. However, the difference is in the type of games it hosts. In addition to MOBAs, FPSs and Battle Royales, Douyu also hosts RPGs, which Huya does not.

#25 INKE

Q: What type of media is Inke?

A: Inke is a livestreaming platform.

Inke is a live streaming platform that stands out for its social and interactive side. In fact, the platform only hosts mobile games and its video resolution stops at High Definition.

Launched in 2015, Inke allows its users to stream and watch live videos, covering a wide variety of topics from daily life to artistic talent to live discussions. What makes Inke unique is its focus on connecting users and broadcasters, with features that encourage interaction, like virtual gifts and real-time chats.

In 2024, Inke continues to appeal to a young and dynamic audience, offering a space where everyone can express their creativity and make themselves known. The platform is also known for hosting live events and interactive challenges, making the streaming experience both entertaining and engaging.

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Chinese Recommendation and Delivery Apps

 

#26 DIANPING – THE CHINESE VERSION OF YELP/TRIPADVISOR

Q: What kind of application is Dianping?

A: Dianping is an online review, restaurant, and experience platform.

Q: How many users does Dianping app have?

A: Dianping has over 500 million registered users.

Recently acquired by the MeiTuan group, Dianping is a bit like Tripadvisor or Yelp, but much more advanced. Users can find and rate restaurants, hotels, gyms, movies and many other services. They can book directly and benefit from discounts and advantages via the application.

The social dimension is at the forefront, with multiple feeds displaying the best recommendations from the nearby public. Most of the 500 million users are between 16 and 40 years old and are mainly students and urban dwellers. Dianping was hit hard during the COVID-2019 pandemic, but was able to recover as soon as the Chinese economy recovered.

Launched in 2003, and backed by Google and Tencent, Dazhong Dianping is the leading platform for information and evaluation of local life in China. This popular app/platform not only provides information services such as business information, consumer reviews and consumer preferences, but also online business services such as group buying, restaurant reservations, takeaways and e-membership cards.

Want to know how to use it or how to register your business on Dianping? Learn more about Dianping in our previous article.

#27 MEITUAN – ALL SERVICES IN ONE PLACE

Q: What kind of app is Meituan?

A: Meituan is a review and delivery platform and is known for its bike rental.  

Q: How many people use Meituan?

A: There are 160 million monthly active users on Meituan.

Meituan is an application very similar to Dianping, it is also operated by the same company: Meituan-Dianping since their merger in 2015 and share their users’ data with each other.

The main differences between the 2 apps are an in-app food delivery service and a bike sharing/rental service, which can be found everywhere in Shanghai and major Chinese cities. Its 500 million users (total number of accounts on the platform) are generally young and have an above-average income, particularly 25-34 year-olds, who represent 37.5% of users.

Its user base is 69% male and 31% female. Meituan offers a wide range of services beyond food delivery, including grocery deliveries, product deliveries, taxi booking, and access to various coupons and deals. It offers extensive nationwide coverage and supports multiple payment methods, such as WeChat Pay, Alipay and local bank cards.

The platform also includes advanced features like real-time tracking, AI-driven recommendations, and 24/7 customer support. Users can exchange reviews, comments and a rating system, with social media integration options. Premium subscriptions are available for those looking for enhanced services.

#28 ELE.ME – EASY AND FAST!

Q: What type of app is Ele.me?

A: Eleme.me is a food and grocery delivery platform. 

Q: How many people use Ele.me?

A: There are 70 million monthly active users on Ele.me.

Ele.me is one of the big names in food delivery in China. Founded in 2008, the platform stands out for its ability to quickly connect consumers with a wide range of restaurants, from well-known chains to local establishments. In 2024, Ele.me remains a preferred choice thanks to its efficient and convenient delivery service, which includes not only meals but also groceries and drinks.

What makes Ele.me special is its ease of use: you can order in just a few clicks, track your delivery in real time, and pay flexibly. The platform continues to innovate with advanced technologies to make deliveries even faster and more personalized.

Compared to competitors like Meituan, which offers a wider range of services including hotel reservations and ticketing, or Dianping, which focuses on restaurant reviews and delivery to a lesser extent, Ele.me focuses exclusively on food delivery.

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Music Apps In China

#29 NETEASE MUSIC

NetEase Music is a bit of a refuge for music lovers in China. Launched in 2013, this platform is known for its convenient interface and extensive music library. What really sets it apart is the quality of its personalized recommendations and playlists, which allow you to discover new artists and musical genres.

In addition, NetEase Music is a community in itself, with 153 million active users monthly, they can discuss music among enthusiasts. With a good gender balance in its audience (52% Women and 48% Men), 70%users are under 35!

 

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#30 QQ MUSIC

QQ Music, developed by Tencent, is one of the most popular music platforms in China. Since its launch, QQ Music has established itself with its huge catalog of songs, including both international hits and Chinese music. The app offers a seamless user experience with features like karaoke, synced lyrics, and recommendations based on individual preferences.

The platform stands out among its 196 million monthly active users through its musical catalog. Appealing to both a female (52%) and male (48%) audience, more than 50% of its audience falls tinto 18 to 35 category.

 

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#31 XIMALAYA FM

Ximalaya FM is THE podcast and audiobook platform in China. Since its launch in 2012, it has become a meeting place for those who like to learn, be entertained or simply relax while listening to audio content. The app now has over 87 million monthly active users, evenly split between ages (18-24: 13%, 25-34: 26%, 35-44: 24%, 45-54: 19%, 55+: 10%).

It has everything from radio shows, educational podcasts, children’s stories, and even online courses. What makes Ximalaya FM so appealing is the diversity of its content and the ability for users to create their own podcasts.

 

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#32 KUGOU

Finally, Kugou is one of the oldest music platforms in China, best known for its large library of Chinese music. Since its launch in 2004, Kugou has stood out for its ability to deliver a personalized music experience, with features like synced lyrics and karaoke. It is also a platform where its 232 million monthly active users can connect and share their musical tastes with other fans. With its high-quality streaming options and user-friendly interface, Kugou is a top choice for those who enjoy streaming music and discovering new tracks.

 

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Social Medias Opportunities in China

#33 XIANYU – THE CHINESE VINTED

Q: What kind of media is Xianyu?

A: Xianyu is an online second-hand shopping platform.

More than 60% of its 200 million users were born in the 1990s, and nearly 70% are women. You can find this application by following this link: https://2.taobao.com/

Xianyu, also known as “Idle Fish”, is Taobao’s second-hand shopping platform, similar to eBay but without auctions. It is very popular in China for buying and selling second-hand goods, like LeBonCoin. Launched by Alibaba, Xianyu allows users to sell or buy almost anything they can think of: clothes, electronic gadgets, furniture, and even collectibles. What makes Xianyu unique is its community spirit. Users can chat, negotiate prices, and share tips for finding good deals.

The app is particularly popular with younger generations looking to recycle their belongings or find hidden treasures at affordable prices. In 2024, Xianyu continues to thrive by integrating new features like personalized recommendations and secure payment options, making the buying and selling experience even smoother and more enjoyable.

 

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Chinese Blogging Platforms and Apps

#34 BAIJIAHAO – FOR ALL ABOMINATING BLOGGERS AND WRITERS

Q: What type of media is Baijahao? 

A: Baijahao is a blogging platform. 

Baijiahao is a content creation platform developed by Baidu, China’s No. 1 search engine. This platform is intended for budding bloggers and writers, but also for content creators and journalists. They have the ability to share articles, videos, and other forms of media, giving them a space to publish and monetize their creations.

What sets Baijiahao apart is its integration with the Baidu search engine, which allows published content to reach a wide audience through search results. Contents published on the platform will be delivered to users on Baidu mobile search, Baidu Search on Desktop and Baidu mobile browser. Creators can thus reach a wider audience while benefiting from the analysis and monetization tools offered by the platform. Baijiahao encourages content creators to create high-quality content.

It is therefore thanks to its high visibility and its support for all creators, novice or experienced, that Baijiahao continues to grow its popularity. For users, it is a rich source of information and entertainment from diverse and expert voices.

 

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Professional Social Media Platforms in China

#35 MAIMAI – THE CHINESE LINKEDIN

Q: What type of media is Maimai? 

A: Maimai is a professional social media platform. 

MaiMai is a must-have app for professionals in China who want to expand their network and find career opportunities. Much like LinkedIn, MaiMai allows you to connect with colleagues, recruiters, and other experts in your field. What makes MaiMai truly unique is its anonymous nature. Users can share their work experiences, give feedback on their company, and discuss sensitive topics without having to reveal their identity.

Launched in 2013, MaiMai quickly gained popularity thanks to this freedom of expression. In 2024, it continues to attract professionals looking to advance their careers, while offering a space where people can talk openly about their daily work life.

 

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Social Media Platforms and Sports and Health Applications

#36 KEEP – FITNESS FOR EVERYONE

Q: What type of app is Keep?

A: Keep is a fitness app.

Keep is the fitness app trusted by millions of Chinese people to stay in shape. Since its launch in 2015, it has established itself as an essential sports companion, offering a variety of workouts suitable for all levels, whether for yoga, weight training, or running. What sets Keep apart is its ability to personalize programs based on your goals, while allowing you to track your progress and stay motivated through a vibrant community.

Recently, Keep launched new features like live classes, nutrition tips, and challenges that push users to surpass themselves. Whether you’re a beginner or a fitness enthusiast, Keep is here to support you and make your workouts accessible and stimulating, right from your smartphone.

 

#37 MINT (BOHE)

Q: What type of app is Mint?

A: Mint is a health and wellness app.

Mint (also known as Bohe) is a popular app in China for those interested in health and wellness. The app focuses on health tracking, offering tools to monitor your diet, physical activity, sleep, and even your mental state. Mint is designed to be a personal health coach in your pocket, helping you maintain a balanced lifestyle.

Launched with the idea of making health management more accessible, Mint offers personalized advice, reminders to stay active, and recommendations based on your habits. In 2024, Mint continues to improve by integrating advanced features, such as deeper data analysis and even more personalized wellness advice for each user.

 

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Which Chinese Apps Should You Use For Your Business By 2024?

The choice of Chinese apps you decide to invest in will really depend on the type of business you run.

Generally speaking, most Chinese people seek advice (RED, Weibo), read entertaining and educational content (WeChat) and watch videos (Youku, Douyin). Younger generations spend their time on Taobao looking for new or interesting products, while the older generation is looking for good deals on Pinduoduo.

Most platforms offer purchasing options and almost all of them are interactive and very comprehensive, offering maximum functionality to their users. The Chinese social media landscape is truly immense, making it very easy to get lost.

Where to start?

Here are some of our tips to apply:

DON’T CREATE A SOCIAL MEDIA ACCOUNT JUST TO HAVE ONE

Brands often open different accounts on Chinese social media in the hope that people will actively seek them out, but this is not the case. If your account doesn’t add any value to the subscriber’s life (membership, games, discounts, access, etc.), you will have a hard time increasing your subscriber count.

DO NOT OPEN AN ACCOUNT IF YOU DO NOT INTEND TO PROVIDE VALUE TO CUSTOMERS

The most successful accounts on WeChat and other platforms are those that are interactive and not just give out information.

Just like Facebook and LinkedIn, most Chinese social media apps intentionally reduce visibility so that brands spend more money on advertising. In fact, apps like WeChat are said to be “closed” because only friends and close contacts can see updates.

However, there are “creative” ways to get known on so-called “open” platforms like Weibo or Douyin, where creating viral content remains easier.

Otherwise, targeted advertising on WeChat remains one of the best options to start with.

Advertising on WeChat: Ad Types, CPM Pricing, PPC Pricing

Identify the best Chinese social media platforms to support your e-commerce solution

Whether or not your brand has a large following on Weibo or Douyin, it is still important to link your e-commerce links to social media platforms.

If you have any questions or would like further information, do not hesitate to contact us.

HI-COM is a digital marketing agency that provides businesses worldwide with China-specific strategies, social media communications services and e-commerce marketing services. Working with more than 100 brands, HI-COM is the preferred partner for companies wishing to enter the Chinese market!  

Contact us for a free consultation today!

Scan the QR Code to get in touch via WeChat

Want to attract Chinese tourists in 2023?  Chinese tourists were the biggest spenders in 2019 were eager travelers, especially in popular destinations outside of Asia such as the France, Italy, UK and Germany. Leisure travel was the biggest driver of China’s outbound travel, representing 65 percent of travelers in 2019. But what changed after the travel restriction of pandemic were lifted?

15 ways to attract Chinese tourists in 2023:

1. Understanding Chinese Tourists’ culture 
2. Chinese Holiday Calendar 
3. Localising your business essential elements: menu, price lists, product descriptions 
4. China-friendly online payments 
5. List your business on Chinese Social Media 
6. All about Dazhong Dianping and how to list your business on it 
7. WeChat official account for your business 
8. Chinese KOL and Influencers 
9. Safety information and assurance for Chinese tourists 
10. Chinese Search Engine Optimisation 
11. O2O tactics for attracting Chinese tourists 
12. Embedded marketing tricks for Chinese tourists 
13. Involve local Chinese customers 
14. Create local trends for Chinese tourists 
15. Prepare your staff for Chinese tourists 

China’s outbound travel

As from the travel restriction were lifted in China on January 8th 2023,  Chinese travelers are coming back to International destinations. Yet, their tastes are not completely same as in the past! Nowadays they prefer to stay “around” choosing Korea, Japan, South East Asia and Australia, New Zealand. Less people would like to travel to the EU, and this is a desired destination only by the wealthiest population, according to Mckinsey.

Case study 1: Success on Chinese Social Media Marketing by a British restaurant

In pre pandemic times, an English restaurant found itself in the headlines.

Many British news outlets, including The Guardian told the story of a fish and chip restaurant near York successfully taking advantage of the digital age and Chinese Social Media Channels to boost their business.

By simply translating their menu into Chinese and publishing it on their Official WeChat account along with a few other articles about local tourist attractions, an “about us” page, opening times and contact information (all in Chinese), they have been able to pull in coachloads of hungry Chinese tourists visiting England’s famous landmarks.

Promoting the restaurant on Weibo (China’s twitter equivalent) has also added to its success.

As a result, the famous dish, whose popularity had been dwindling among England’s younger diners, is now booming again thanks to Chinese social media, and buoyed of course by President Xi Jinping’s visit to the UK in 2015, when he sampled the famous dish with then Prime Minister David Cameron. 

To find out more, the Weibo account for Scotts fish and chip restaurant can be found here.

This example shows how even small businesses in Europe can get ahead when it comes to attracting tour groups from China traveling around by coach.

This is a near perfect scenario for roadside restaurants.

However, attracting tourists traveling in large groups may not be the main goal if you run a top-end luxury goods business or exclusive hotel, as it is no secret that the wealthiest people do not travel in large groups on coaches, and prefer to travel independently.

They also often prefer to make their purchases privately away from large crowds.

There are several ways to attract free independent tourists (FITs) from China, which we will talk about in detail in this article.

But! Before you try to attract all (or even a tiny number) of these visitors to your store/hotel/other business, it is important to find out a little more about their lifestyles and habits in order to understand their expectations and cultural differences, and make them realize that not only do you exist, but you also have something to offer them.

So, what do you need to be aware of when catering for Chinese tourists in Europe/France?

Here are a few actions for you to consider taking to make your restaurant, store or hotel a big hit with Chinese tourists.

How to target Chinese tourists

1.   Attract Chinese tourists while understanding their behaviours

To attract Chinese tourists one needs to understand their behaviour. Chinese tourists are the most digital savvy in the world. While being restricted to travel, as well as facing Covid pandemic difficulties  Chinese people spent more and more time online.

When choosing a destination for a leisure travel, Chinese tourists would get inspiration in some very popular forms of advertising – short videos SM (Douyin/Red/Wechat Channel).

When traveling, they refer to their own “review and advice tools”, the king of which is Dazhong Dianping.

Featuring similar functions to Yelp, it lists local retailers, restaurants, bars, cinemas etc. in China and abroad and it is the go-to tool for Chinese tourists.

For example if a restaurant has a seemingly never-ending list of raving reviews on Dianping, the Chinese will flock there in their droves without any hesitation.

On the flipside of course, a couple of bad reviews will put off many potential Chinese customers who will opt to dine somewhere with a higher rating.

In China it is not uncommon to see two restaurants side-by-side serving the same type of cuisine, where one is completely empty and the other has crowds of hungry diners queuing outside for up to 1 hour for a table. This is the Dianping effect in full play.

We will show you a step-by-step guide for this incredibly influential and powerful app and how it works in the next article.

We will also fill you in on how you can get your business listed on Dianping so that you don’t miss out, and also how you can post your first reviews on Dianping and other Chinese social media platforms.

Other Chinese tourism platforms include: Travel  (Qunar, Ctrip, Feizhu ) Lifestyle (Weibo, Red, Douyin), Friends and Family Recommendation (WeChat). Video sharing: Tencent video, Iqiyi, BiliBili etc.

2.   Know the key dates of the Chinese Holiday Calendar and prepare in advance

In this case – ignorance certainly isn’t bliss! Holidays are a very important part of life in any society, and in China it’s no different.

One very important thing to be aware of is that the Chinese holiday calendar has almost nothing in common with the European and American calendars.

As a non-Christian country, there are no Christmas holidays, Easter breaks, or those countless ‘ponts de mai’ the French are famous for. Instead, the main two holidays are ‘Golden week’, which follows China’s National day at the beginning of October, and the week during the Chinese New Year which falls between mid-January and mid-March.

This break is based on the Lunar calendar, which is why the dates will be different each year.

For many Chinese people, the two periods mentioned above are the only opportunities they will have to take a holiday during the whole year.

As a result, tourist spots inside China are completely overrun with visitors at these times, and more and more Chinese tourists are therefore looking beyond their borders for new and less crowded experiences.

Knowing your dates will make it easier to plan your campaigns and will attract Chinese tourists when they are nearby!

3.   Localize your business to make Chinese tourists feel like home

Making customers comfortable is one of the ultimate goals of any business. However here, that doesn’t necessarily mean that Chinese customers need to be served by one of their own (even though this could go a long way in some sectors).

Nevertheless it is certainly worth considering how you can ‘localize’ and adapt your services to suit your new target customers.

Your localization strategy may consist of translating your menu and door signs, adding a few cultural-friendly dishes to your menu, providing photo opportunities (for restaurants), installing Chinese TV channels, providing advice, warning signs, and other information written in Chinese, access to hot drinking water and familiar breakfast options, and providing your staff with cultural training (especially for hotels).

Paying attention to the details above and many others (such as being listed on Dianping of course), will greatly increase the chances of satisfying your Chinese customers, and is sure to do wonders for your popularity in the Chinese online world.

When users make a payment with either Alipay or WeChat Pay abroad (the two favourite Chinese social media platforms that introduce payment systems to Chinese people), the customer always pays in Chinese Yuan (RMB), while the stores receive the payment in their local currency.

This means that it is not necessary for non-Chinese businesses to deal with foreign exchange, as the revenue is sent to the business’s usual bank account.

Therefore, this is a great opportunity for retailers in Europe who provide mobile payment solutions to market themselves and attract Chinese tourists without making major adjustments to their payment systems.

4.    Install WeChat Pay and Alipay

In 2018, WeChat Pay, the online payment giant from China created by Tencent in 2011, started introducing its instant payment service in France through cooperation with French bank BNP Paribas.

Making it available to French retailers, to compete with its Chinese rival Alipay from the Alibaba Group, which already has a decent presence in France, meaning that French retailers are now able to target over 938 million monthly active WeChat users.

And we’re not just talking large department stores here.

Any shop, restaurant or bar can install WeChat’s QR code payment system, a favourite among Chinese shoppers, which, believe us, if you haven’t used yet is one of the most convenient things that has ever happened to humanity!

By simply scanning your business’s QR code, your customers can pay in an instant using their mobile phones, and in their own currency. You then receive the payment to your business account in your own currency!

Having a “WeChat Pay/Alipay” door sign will undoubtedly help you to attract Chinese tourists passing by and elevate you from your neighbours who are either still sceptic or simply oblivious to the WeChat/Alipay revolution.

To help you through all the technical details of setting up this marvellous and business-changing solution, contact us right now!

Facts about Alipay, WeChat Pay, and Chinese tourism in France

5.   Attract Chinese tourists by listing your business on Chinese social media channels

Partnering with Chinese tour operators is one of the most logical things to do in order to bring in more traffic. However, to ensure your business is also noticed by individual Chinese travellers, you need to make your name as visible as possible on Chinese social media.

Having a listing on Dianping will of course help, but it’s not a ‘catch-all’ solution.

To start getting noticed from the other side of the world, we have a few tips for self-promotion.

For example, activating and feeding official accounts on Weibo (the Chinese social media platform equivalent of Facebook), and WeChat (similar to WhatsApp, Facebook, and Instagram, but miles better), and using Chinese influencers might just be what you are looking for.

Chinese Influencers/KOL are developing faster than in the West, where most Chinese social media stars with more than 2 million real followers have already published books, created a brand or set up a few online stores.

Chinese Travel Influencer Leila has built up an audience of 4.5 million followers on Weibo.

She also published her first travel book in May 2018, speaking about her past travels and the role of women in modern society. Leila is an inspiring role model for young women.

She has been through the difficulties of divorce, rebuilt her life, and emerged a winner.

But in this booming KOL industry, it is not easy for someone new to the game to determine whether or not the followers of a KOL (Key Opinion Leader) are real, so it is recommended to consult a professional agency to avoid scams. Another issue of course is the language barrier.

Not many Chinese influencers speak English (even in the travel industry).

Agencies will also help you to determine which Chinese online platform is most suitable on which to promote your business. Want to learn more about KOL Marketing? Then click here!

6.   Learn About Dazhong Dianping in depth and let your visitors know you’re on it!

Knowing more about the people you are wishing to attract is one of the simplest routes to their hearts!

Even a simple “Thank you” in their language will make a good impression, not to mention being present on popular apps like WeChat, Dianping or Taobao (China’s biggest online shopping platform).

Having a Dianping sticker on a window of your restaurant/hotel will not hurt at all, and bringing it up during small talk is also recommended.

So here is some key information about Dazhong Dianping:

Translated literally as “public commenting and review network” Dianping was established in Shanghai in April 2003 and is one of the most popular Chinese social media tools today.

Dianping is China’s leading local lifestyle information and trading platform, and claims to be the world’s first independent third-party consumer review website.

Dianping not only provides information services such as user information, consumer reviews and commercial offers and discounts, but also provides O2O (Online To Offline) trading services such as group purchases, restaurant reservations, takeaway services and electronic membership cards.

Facts and Figures About Dianping

As of the first quarter of 2015, the number of active users of Dianping exceeded 200 million, including more than 14 million merchants, covering more than 2,500 cities across the country and nearly 100 popular tourist countries and regions such as the United States, Japan, and France.

In addition to the Shanghai headquarters, Dianping has established branches in more than 160 cities including Beijing, Guangzhou, Tianjin, Hangzhou and Nanjing.

Dianping has more than 15 billion page views (websites and mobile devices), of which mobile browsers accounted for more than 85% of the total, and mobile clients accumulated more than 200 million unique users.

So far there are 750 Dianping registered restaurants and 1,000 hotels in Paris. Being listed here will definitely attract Chinese tourists from China and neighbouring destinations!

7. Attract Chinese tourists via an Official WeChat account

WeChat Pay is not the only thing that has made WeChat so popular, the App started as a messenger platform with the option to have an online profile – a space to share pictures and links to music etc. Right now, WeChat is one of the most useful mobile Apps/platforms in China in which Mini-Apps can be built that will work as Add-ons for your WeChat App.

So from checking the weather to making a doctor’s appointment, WeChat is here for you!

Knowing that more than 900 million monthly active users are constantly searching for information, brands are creating their own Official WeChat accounts to ensure their brand’s voice is heard and recognized in Chinese social media.

Brands update their visitors on news and promotions, and even create extra benefits such as WeChat membership cards and lucky draws.

With all this in mind it would certainly be worthwhile to step into the WeChat game – even if you don’t plan on publishing that often. WeChat is one of go-to tools when one wants to attract Chinese tourists.

8. Use Chinese KOL for video content

To attract Chinese tourists please consider new Chinese social media tactics. 2019 has so far been a year of video content. The technology now available supports many types of video, and recent studies have shown that video has an engagement rate at least twice that of photos. When it comes to the Chinese market, investing in video content can be done in various ways. There are a range of popular video apps and platforms that people visit to have fun, such as a unicorn DouYin ( a chinese version of app TikTok), which won the hearts of 1 billion users in just over one year.

• Douyin let content creator pin down the address of the destination!
• Offline destinations can create pages with basin business information

For a brand, one of the fastest routes to the top is by teaming up with a popular account which has a few million people following them already.

Secondly, keeping in mind that most other social media platforms have released video options – one may consider cooperating with “more mature” KOL from Weibo, WeChat, Red, and some of the other platforms we talk about in this article.

Most Chinese KOL do not speak English, and they work in different ways in relation to their Western colleagues, so we would recommend handing this task to a professional.

But KOL/influencer marketing is a proven way to attract Chinese tourists to your destination!

Case study 2: MK challenge on Douyin

9. Provide safety information in Chinese (for Hotels)

One of the biggest concerns among Chinese tourists during the past few years in France has been safety. Due to a spate of robberies, thefts and muggings, Chinese tourism decreased in 2015 and 2016.

Even though the official authorities have taken serious action to prevent such incidents from occurring in the future, and despite the fact that things seem to be returning to less alarming levels, it is important to reassure visitors as much as possible by providing them with safety information, especially if your neighbourhood can be dangerous at times.

In order to attract Chinese tourists, many hotels have already taken such measures. But do keep in mind that your English version may not be sufficient for your Chinese guests. This information can also be uploaded to your Chinese social media page, such as Weibo, WeChat account etc.

10. Make sure your brand can be found on Chinese Search Engines

If you do retail, having basic information about your brand on Chinese Search Engines is essential. Creating trust and managing your online reputation is a way to assure Chinese tourists will choose your brand over a competitor. Having a lite version of your website translated to Chinese will also show people that your business welcomes Chinese tourists.

Listing your business on popular wiki sites, travel forums and niche blogs will help your brand name to come up first when people will search for it in Baidu or Sogou (WeChat’s search engine).

11. Using O2O tactics to attract Chinese tourists to offline location

Many businesses are creating brand experience with the help of the latest technologies, including the Online to Offline and Offline to Online tactics. Creating a promotion or membership online that can be redeemed at your offline location, stimulating the social media coverage by incentivising UCG (user generated content) made at your offline location, keeping Chinese reviews platforms in check and so on.

Or being even more creative by rewarding every positive comment by a small giveaway. You will definitely need to keep that information in Chinese!

Make sure that Wifi is easily accessible and is supported in English!

12. Embedded Marketing: making it a surprise rather than a disturbance

In 2021, Xiaohonshu has become a focal point for digital marketing campaigns of lifestyle brands in China. With approximately 100 million monthly active users, of which just under half are 18-24 and over 70% being born after the 90s, this booming Chinese platform is a crucial for reaching the next generation of China’s consumers.

What is Xiaohongshu?

Translated from the Chinese “Xiaohongshu” the term means “Little Red Book”. The English app is also called “RED”. “Xiaohongshu” is an app created in 2013 by Miranda Cui Fan and Charlene Mao Wenchao. It was originally intended for users to post reviews of products and services purchased abroad. It was made at a time when travel was usually made by only wealthy people. The app formed a community of residents of first and second tier cities.

In 2021, the app boasts over 300 million users, including over 100 million monthly active users. The app spans 200 countries and regions, providing its customers with an efficient service to deliver the best products from around the world.

What Is the Userbase of Xiaohongshu Like?

Xiaohongshu’s userbase is overwhelmingly female, white-collar, and young. A staggering 87% of users on Xiaohongshu are female and 61% are under the age of 30. In addition, close to 40% of the userbase hails from China’s tier-one cities.

This demographic, with its high levels of disposable income and cultural openness, makes Xiaohongshu a prime platform for attracting young and wealthy customers.

What Industries are Most Suited for Xiaohongshu?

While the userbase’s interests vary widely, due to the demographics, the most popular content on Xiaohongshu predominantly caters to the interests of the demographic segment mentioned above.

According to a 2021 report from qian-gua.com, the most active interest categories for Xiaohongshu users are makeup (6%), skincare (6%), and fashion (5%). The next seven most popular categories are meals (4%), weight loss (3%), hairstyling (2%), photography and videography (2%), fitness (2%), personal hygiene (2%), and restaurants (2%).

Therefore, brands operating in beauty, healthcare, fashion, lifestyle, food and beverage, sports, hospitality, and parenting sectors the most suited for Xiaohongshu. This is not to say other sectors should not consider marketing on Xiaohongshu – the “other” category makes up the remaining 66% of interests.

Is Xiaohongshu Good for Foreign Brands?

For foreign brands entering China, Xiaohongshu’s recent dominance of the social recommendation market niche means it’s important to build a strong presence on the platform, especially if your brand plans on reaching younger audiences.

Being a social recommendation platform, Xiaohongshu is extremely suited to KOL marketing. Major international brands such as Louis Vuitton, L’Oréal and Haagen-Dazs have already been working with Xiaohongshu KOLs to stake out their brand presence on the platform.

Are there any other platforms good for foreign brands? Of course! Check best Chinese social media in 2021 for your next marketing campaign!

What is Xiaohongshu’s Place in the Chinese Cross-Border E-commerce Market?

Xiaohongshu’s share of the cross-border e-commerce market has skyrocketed to 25.9% in 2021 from 6% just two years ago.

As a social recommendation platform with e-commerce features, Xiaohongshu is more similar to Douyin than it is to its other cross-border e-commerce competition such as Kaola and VIP.com. As such, its influence in the cross-border e-commerce market goes well beyond the market share of goods sold.

In the cross-border e-commerce market, Xiaohongshu has positioned itself as the go-to review website. KOL and KOC (key opinion consumers) on the platform review products and users engage with their posts. It’s in this metric we see Xiaohongshu’s impressive reach – 8 billion post impressions per day.

Not only is it popular amongst brands and consumers, it is also backed by a variety of big names and institutions. In June of 2018, Xiaohongshu completed a US $300 million funding led by digital Chinese giants Tencent and Alibaba, with major firms such as GGV Capital, ZhenFund, Tiantu Capital, K11 Adrian Cheng, and Genesis Capital participating. In 2020, the platform launched talks to raise a further US $400 million to $500 million in new funds.

How does Xiaohongshu Work?

Xiaohongshu is a visually-oriented social recommendation platform, with picture and video posts, which are dubbed “notes”. Its homepage layout is visually similar to Pinterest, with an infinite scroll of double-columned tiled visual notes. Pages for accounts are laid out similar to Instagram, with basic account statistics, a follow button, and a self-description.

The platform itself has four main functions

1. E-Commerce

Xiaohongshu’s e-commerce functionality can be accessed in app via the shop feature. It has similar functionality and layout to its competitors Taobao and JD.com, supporting payments via both Alipay and WeChat. Livestreaming is an important component of its e-commerce feature, with recommended product livestreams on the homepage.

2. Browsing and Searching

The homepage of Xiaohongshu provides three tabs for browsing for content, “follow” for your network’s content and “explore” for nearby or recommended content. The search function allows for searching by keyword and hashtag, with results split into content and products.

3. Socialization and Interaction

As a Chinese counterpart to Instagram and Pinterest, Xiaohongshu’s socialization and interaction features are similarly oriented towards liking, sharing, tagging, and messaging. The app includes story features similar to Instagram and allows for pinned posts for accounts. Verified brands can also promote their brands and engage with customers through their official accounts and hashtag campaigns.

4. A Product Discovery and Recommendation Search Engine

In public interviews, Xiaohongshu representatives have stressed that it is a social recommendation platform first and foremost, not just an e-commerce platform.

As a social recommendation and product discovery platform, the app is driven by a strong product recommendation search engine. During 2019’s Double 11, activity on Xiaohongshu skyrocketed as it became the top search engine tool for consumers looking for products reviews and recommendations.

To develop an SEO campaign that takes advantage of Xiaohongshu’s recommendation engine, brands need to understand why users flock to the Xiaohongshu platform – to make rational and informed decisions when buying products. Content that succeeds on the platform is high in both utility and entertainment.

In many ways, Xiaohongshu can be compared to Pinterest. Users search for key terms or specific items, and when they engage with posts they like, the platform’s algorithm will immediately customize the feed to show similar posts. The bottom of every post also shows further recommended similar posts.

To appeal to on-page SEO algorithms for Xiaohongshu, you should formulate one to three keywords or a keyword phrase and have them appear in the title and first paragraph of your post. Just like the SEO of traditional search engines, long-tail key words can help companies occupy their niche in the market.

Off-page, the Xiaohongshu SEO algorithms take into account shares, collects, likes, views, and especially comments. Ensuring high engagement within the first 24 hours of your post is the key to an effective SEO campaign on the platform.

Why is Xiaohongshu the Most Trusted Platform in the Chinese Digital Ecosystem?

In the last few years, Xiaohongshu has successfully carved out its own niche in the highly competitive environment of the Chinese digital ecosystem. By appealing to a high income, high education demographic, Xiaohongshu has been able to attract a userbase that provides high value user generated content.

As a product review platform, it has created an environment encouraging detailed and reliable reviews of services and products. In addition, with its mature social networking features, users are able to spend time on there even if they’re not looking for specific products or services to buy, as the platform contains a wide range of interest-based educational content as well.

Due to its success as a review platform, Xiaohongshu has grown into a general entertainment app combining social media and ecommerce. With a highly active userbase due to the platform’s plethora of engaging features and strong algorithm for up-to-date content, Xiaohongshu has become the go-to app for many of China’s urban middle-class youth.

How Do You Register a Store on Xiaohongshu?

Xiaohongshu first set up e-commerce functionality on its platform in 2014, focused on connecting its platform’s userbase to retailers from around the world as a cross-border e-commerce platform. Since then, it has fully integrated e-commerce functionality with the platform’s various social media and search functions.

To take advantage of Xiaohongshu’s native e-commerce capabilities, you’ll need to register your store on the platform first. The prerequisite to registration is having opened an official account for your brand on Xiaohongshu.

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Step 1: Opening an Official Account on Xiaohonshu

To open an official account head to Xiaohongshu’s official account application page.

The main documents required for opening an account on Xiaohongshu are

1. Business registration papers
2. Certificate of incorporation
3. Customs registration form

In addition, you’ll need to provide the following supporting documents

1. Company information
   • For businesses registered outside of China: You must download the authorization letter from Xiaohongshu. Once you have filled out the form with basic information regarding the company name, holder’s name, and company address, you must scan it and upload it. Once that is complete, you will be able to download the other documents, which must be filled out in Chinese
   • For businesses registered inside China: You must download the commitment letter, fill it out, scan it, and upload it.
2. Logistics commitment letter
3. Store operation authorization letter
4. Brand information
5. Application form
6. Authorization form
7. Trademark authorization

While there are many documents listed above, many are provided by the Xiaohongshu platform. Note that the registration process is only offered in Chinese.

Once you have submitted your documents, Xiaohongshu will process and audit the documents before providing a contract for you to sign.

Types of accounts you can register on Xiaohongshu:

When you register for an official account, you will be asked to select the type of account you wish to open: Enterprise Account, Advertising Account, Merchant Account, and KOL account.

Enterprise Account on Xiaohongshu

An Enterprise account allows for companies to establish their official brand presence on Xiaohongshu, with their account displaying a blue checkmark indicating an enterprise account. Other privileges include being able to enter the Brand Cooperation platform on Xiaohongshu, gaining extra functions and tools to interact with fans, and gaining access to multidimensional data reports and analytics.

How to submit an enterprise account on Xiaohongshu

You will need a Chinese mobile phone number. Account name shall be based on trademark, website, or software application.

Documents needed:

• Trademark registration certificate or ICP record screenshot, or computer software copyright registration certificate.
• For Chinese Enterprises: Coloured Scan of Business license.
• For Overseas Enterprises: the original color scan of the valid business registration document, which shall be stamped with the company’s (colored) official seal or signed by the company’s person in charge and indicate the position in signature.
• For all: Letter of authorisation filled out account to the provided draft and sealed with company seal.
• Other information: Other documents might be needed according to specific industry qualification requirements.

Application validation shall take 3 business days.

Advertising Account on Xiaohongshu

An Advertising Account is a Brand Station account with an additional function for running ads. Advertising accounts are charged a minimum non-refundable capital of 20,000RMB, with ad payments being deducted from this account.

How to submit an ad account on Xiaohongshu

Log in to business.xiaohongshu.com, enter “advertising qualification certification” in “qualification management”, and submit relevant qualifications for review. After the approval, the right of advertising can be obtained.

This function is available for cross-border account, but you might need to contact customer service.

Advertiser can be registered as a brand itself or a brand representative/agent.

This process takes up to 5 business days.

Merchant Account on Xiaohongshu

A Merchant account allows brands to start selling products and services with Xiaohongshu’s native e-commerce functionality. In 2020, Xiaohongshu has loosened restrictions to opening a merchant account, which previously only were open to companies with a registered trademark. Today, as long as a company has a valid business license, either in China or abroad, the platform will allow them to open a merchant account.

How to submit a merchant account on Xiaohongshu

Brands can create a merchant’s account directly or via an agency. One can start by registering using an email account via this link.

KOL Account on Xiaohongshu

A KOL (influencer) account on Xiaohongshu can be identified by a red check. On a KOL account profile, the red check will be followed by the occupation of the account owner. For example, Fan Bingbing’s account lists her as an actress while lipstick KOL Austin, aka 口红一哥, has makeup blogger listed next to his name.

Step 2: Opening an Online Store on Xiaohongshu

Now that you’ve successfully registered for an account, you can begin the process of opening your online store on Xiaohongshu.

Before you open your online store, you need to choose the type of business model that your company will run on the platform.

There are two options:

• Xiaohongshu supports your products and buys them in advance

• The company creates its own store

Below we list the steps leading to the opening of your store on Xiaohongshu

1. Sign up for Xiaohongshu via company email.
2. Fill in registration information, including:
   • Basic information about the company (responsible person, trading model, headquarters address)
   • Company qualification (business registration or registration certificate)
   • Financial information (bank name and address, currency for calculation, SWIFT code and IBAN)
   • Additional documents for companies selling products of various brands: power of attorney from brand owners to sell products on Xiaohongshu (with the official seal of the company)
3. Once these steps are complete, Xiaohongshu will analyze your registration application and process it.
4. The final step is to sign the agreement online and the paper version.
5. The company has access to its online store, as well as to various training modules on the management platform Xiaohongshu
   

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How Will the Official Account and Store on Xiaohongshu Look Like?

In general, this trading platform is similar to any other platform. The real value of posts on the platform is that the products placed on it are directly related to the online store. This is the home page of the brand’s official account with a small entry, consisting of its history and products, as well as posts and articles from buyers.

Best Marketing Practices on Xiaohongshu in 2021

KOL marketing on Xiaohongshu

A ubiquitous marketing term in China, KOL stands for key opinion leader. They are the Chinese counterpart to influencers in the West. Their audiences trust their taste and recommendations. They serve as a bridge between brands and their massive following, often from a specific demographic.

As a social recommendation platform, Xiaohongshu is the perfect platform for KOL marketing. Not only does Xiaohongshu have a platform culture that encourages authentic and in-depth content, but also an algorithm calibrated to connect audiences to exactly the content they want to see. This has made KOL marketing on this platform a highly effective digital marketing strategy for brands.

Xiaohongshu lets your brand interact directly with KOLs

In 2019, to combat a rise in fake products and reviews on the platform, Xiaohongshu implemented higher standards for KOL accounts. This led to what was eventually termed the “KOL purge”. Along with these new guidelines, Xiaohongshu launched a new tool to help brands and KOLs find each other, the Brand Cooperation platform. KOLs now are managed through multi-channel networks, or MCNs, registered with Xiaohongshu to guarantee quality.

Why choose KOL marketing on Xiaohongshu?

KOL marketing is one of the most important aspects of making Xiaohongshu work for your brand. KOLs have an audience that trusts their taste and recommendations. As consumers in China are shifting more and more to word-of-mouth recommendations when they look for products to buy and trends to follow, KOLs provide the leverage for your brand to become one of their audience’s talking points.

To get the most out of KOL marketing, it’s important to pinpoint your product’s target demographic. By choosing a KOL that belongs or is influential to that target demographic, your brand messaging will resonate with audiences through your KOL’s own image and style.

Advertising on Xiaohongshu in 2021

Xiaohongshu offers two types of native ad placements: pop-up and integrated advertisements. With the recently announced Athena ad system on Xiaohongshu, brands now have more marketing options, such as bidding on top rankings for keywords. However, it is important to note that Chinese consumers, and especially the demographics on Xiaohongshu, rarely trust in-app ads – they trust their KOLs.

Sales Strategies on Xiaohongshu for 2021

There are endless marketing possibilities on Xiaohongshu, and international companies are advised to partner with local marketing and communications agencies to ensure the best results. New to Xiaohongshu? Check our Most Cost Efficient Marketing Strategies on Xiaohongshu guide

1.Use both components of the platform

As noted, Xiaohongshu is both an e-commerce platform and a social network. In this regard, one cannot separate one from the other: it is important to use a single marketing strategy that includes both components of the platform – social and commercial.

Work with Xiaohongshu is divided into 4 stages.

An average user behaves in the following way: First, viewing of the platform.

Then, identifying interests (certain posts/articles). This leads to the third step – buying.

Finally, once the product has reached the recipient, the final stage of the cycle is writing a review/comment regarding the purchase.

2. Know your target audience

The company should know its target audience well. The Little Red Book Community is mostly young women.

And although this trend is beginning to change, as the number of users from third tier and lower tier cities is increasing, brands still need to adjust their products to the needs and interests of their target audience.

3. Attract Key opinion leaders to your marketing companies

As explained earlier, Xiaohongshu is the best platform for holding KOL companies and getting quality content tailored to your target audience.

Firms should therefore work with influential media personalities to ensure that their target audience receives quality and relevant content.

4. Focus on creating your content

On Xiaohongshu, content plays a crucial role. Companies should make sure the content is of a high quality.

Write detailed articles about product values, how to use products. Also, make sure you choose the most appropriate images that will emphasize the merits of the brand.

Do not hesitate to write long posts – the key to success lies primarily in deep analysis of user preferences, and in the proximity and relevance of their content.

5. Take advantage of holiday sales

The Chinese e-commerce industry boasts a large number of events and holidays that companies can use to increase brand awareness and sales. The most important dates for Xiaohongshu are as follows:

The most famous day is Singles’ Day (or 11/11 – 11th of November). Usually on this day companies arrange incredible discounts and special promotions. A month later, there are also big sales (12/12), but not as large as those on 11th November.

March 8th is Women’s Day (“NuShengJie”), which is one of the most important for Xiaohongshu, as the main audience of the platform is women.

On Xiaohongshu, “Black Friday” transformed into “Red Friday”.

The anniversary of the creation of Xiaohongshu (June 6) and other events are celebrated on the platform by holding various actions.

6. Learn how to use SEO on Little Red Book

As noted earlier, SEO strategy is very important in order to increase the visibility of the brand on the Internet. Xiaohongshu or Little Red Book is a very competitive platform, so you need to pay close attention to every detail. Keywords should be appropriate and not too popular.

HI-COM is a multilingual communication agency dedicated to providing professional content, social media management and expert consultation to businesses around the world! We help companies enter the Chinese digital ecosystem without much fuss, so be sure to Contact us for a free consultation!

Advertising law in China has taken a new turn, and is now going after the official WeChat accounts of companies and artists. More and more companies, both local and foreign-owned, are being handed penalties for using terms such as “the best”, “one hundred percent”, “first”, “most advanced”, and “lowest price” on their social media accounts.

Everything business posts on WeChat – be it content on an official account, a video via channels, or a representative posting on their moments – falls under the rules of advertising law in China. Let us reiterate this – everything. As such, WeChat has strict rules for what can and can’t be posted, to make sure businesses operate in line with national law.

Why?

It’s a priority for the government to make sure that all ads, including WeChat ads, do not misguide or mislead the public. In 2015, the national advertising law was reissued, at double the length of its previous 1994 incarnation. For any business doing WeChat marketing, it is vital to get to grips with the provisions in this law.

According to the Marketing Supervision and Administration of Jing’An district (静安区市场监督管理局曹家渡市场监管所), any information published on an official WeChat, Weibo or any other company account is as just as relevant as the information contained on an official website or in advertising material, and is therefore considered advertising.

Moreover, any individual who reports a valid violation of consumer rights in China receives a cash prize.

Needless to say, some individuals are making a living out of this legal condition, and spend their time browsing on the internet, looking for violations. Once an applicant has sent his report, the officials have two weeks to investigate and report to the higher authority as well as to the applicant. In the case where a law has been broken and the application is legitimate, the brand/social media account holder will be penalized, and the applicant will receive a prize.

What is a Violation of Advertisement Law in China?

The penalties for violating the national advertising law can be huge – from a six-figure fine to the revocation of a business license (more on that below). Furthermore, WeChat is bound by the 2016 Internet Advertising Law to self-regulate.

This means that even before any government agency gets involved, content will be taken down, accounts may be suspended and a review might be initiated. At best, this might mean a delay in a campaign or project; at worst, it might mean a complete failure.

Advertisement Regulations and Restrictions on WeChat in 2021 – What you Need to Know

Here is a summary of the important parts of the advertising law as it relates to WeChat. WeChat also has its own terms that are often being updated, and should also be taken into account when trying to create effective advertisement.

1. Avoid Superlatives on Your WeChat Posts (best, greatest, etc.)

• Up first, and (ironically) of paramount importance: no superlatives. Superlatives are the adjectives that tend to end in ‘est’, to imply the ‘most’ of something that something can be. In Chinese, the equivalent is ‘最’. Examples include ‘best’, ‘newest’, ‘cheapest’, ‘most advanced’, ‘highest’, ‘coolest’, etc.

2. Do Not Use Descriptions Relating to the Word ‘One’

• Do not use over-the-top descriptions relating to the word ‘one’. What does this mean? No describing a product, service or business as ‘one-of-a-kind’, ‘one of the top’, or ‘Top one seller’. Nothing advertised should be described as the ‘first’ of its kind, nor part of any ‘first wave’.

3. Do Not Use “Star” Rating

• Do not place a business, product or service on a subjective scale, such as ‘national’, ‘international’, ‘Grade A’ or ‘5A’, or give it an arbitrary ‘star’ rating.

4. Avoid Words such as ‘Premium’ or ‘Excellent’ when advertising on WeChat

• No words that imply attaining an upper limit or having reached an extreme. E.g. top, cutting edge, premium, top quality, excellent, ultimate, extreme, perfect, excellent, pinnacle, unprecedented, leading, unique.

5. Don’t Mention Anything Related to Scarcity (very rare, only a few available, etc.)

• This can be a bit of a spanner in the works for international marketers, for whom scarcity is a key technique. Be mindful not to use words and phrases like ‘rare’, ‘unique’, ‘hard to find‘, and ’only a few left’.

6. No Exclusivity

• Nothing related to exclusivity, especially with reference to an individual with ‘star power’ or a unique position within the creating process. For example, advertising surrounding the personal story and personal, exclusive access to, a developer, creator, founder or inventor.

7. No Words Related to Country and/or Nation

• Similar to number 2 on this list, but specifically related to country and/or nation. I.e. no claiming something to be the ‘national leader’, or of ‘international quality’, or related to a national residence/landmark.

8. Do Not Use Anything Related to Amounts of Wealth

• Language and images related to gold or large amounts of wealth, when not specifically aligned with the product or service, are prohibited. This includes pictures of coins, banknotes and foreign currency.

9. No Words Like ‘Leader’ or Similar

• When referring to brand, WeChat ads may not use the likeness or implication of being a champion, a superstar, a leader, a monarch or an emperor. They must avoid using language like ‘supreme leader’ or its analogues. In general, do not use language related to being a leader, a pioneer or being ‘brilliant’.

10. Talk about Your Brand Correctly

• Do not describe brands, products or services using the words ‘unprecedented’, ‘permanent’ or ‘omnipotent’.

11. Avoid Using Content Relating to Authority

• Do not advertise special privileges with regard to authority on WeChat – including: special supply, exclusive supply, expert recommendation, national xx leader recommendation.

12. Do Not Use Click-for-reward Tactics

• Which can be counted as defrauding consumers. E.g. no ‘Click here to receive a prize’, or ‘Congratulations on winning, click for your surprise!’ Any gifts offered in WeChat ads must include details of their name, true value, the overall quantity available and (if appropriate) the deadline for receiving them.

13. Can You Use Call-to-actions like ‘About to sell out’ when advertising on WeChat?

• Avoid any language that seeks to manipulate consumers based on changes to the product availability, price, or quantity. E.g. ‘About to sell out’, ‘the lowest price in history’, ’no down payment if you buy right now’.

14. No Discrimination!

• WeChat ads must not contain language that is discriminatory based according to class. No advertising things that are for ‘the upper classes’ or a ‘rich area’. No picking between consumers based on their perceived class.

15. Avoid Unlicensed Tie-ins with National Major Events

• For example the Winter Olympics, Olympic Games, World Cup, and Double 11 (which is registered IP belonging to Alibaba).

16. About Statistical Data on WeChat Ads

• Do not provide statistical data in WeChat ads without evidence. Evidence should have a source link, so that the public may follow up.

17. About Sales Events Advertising on WeChat

• Businesses may not make limited-time sales events, unless the dates and times are clearly stated, and those dates and times are strictly adhered to. For flash sales, weekend sales and anniversary sales, the difference between normal sales and the special event rates must be clear and accurate.

18. Some Other Dont’s to Consider before Advertising on WeChat

1. 1. Do not use the national flag, national emblem, national anthem
   2. Do not feature transportation, commercial, cultural and educational facilities under planning and under construction
   3. All the pictures included in the text are realistic representations
   4. For loan and mortgage services: provide bank name, loan/mortgage amount and term. Include info on instalments, duration and daily payments
   5. Only RMB is allowed for settlements, foreign currencies are not allowed
   6. The content of any advertisement must not be exaggerated and untrue

There are also a few marketing tricks brands no longer can use, most of which are connected to unclear time limitations, unproven or false brand history facts (since XXXX year), general historic facts (“never before”, “unprecedented in the nation’s history”), and having buttons that lead to a page different from the one indicated (“click here to receive…”), etc.

In simple terms, advertisements should be identifiable by consumers as advertisements. Mass media must not publish advertisements in disguised form, such as in the form of news reports, or ‘advertorials’. Advertisements published through mass media should be marked with “advertisements”, which are different from other non-advertising information and should not cause misunderstanding among consumers.

Other such regulations can be found in the second revision of the China’s commercial and advertisement law.

Since the authorities now have their eyes on WeChat official accounts, more and more companies are asking content providers and communication agencies to assure their content complies with the regulations.

What Will Happen to You and Your WeChat Account if You Violate the Advertising Law?

The procedure for the investigation and penalization of a social media account, including a WeChat account is quite simple. The official representatives of your district will call your office to confirm your address and will arrange a time to visit (usually the very next day). Most likely you will not know any details before their visit, except the name of the account reported.

During the the visit, representatives will ask a few questions about the sensitive content. They will check your business license and business scope, the reasons why you post on WeChat and if those posts bring you any commercial gain. This will then lead a tax-related conversation.

After the conversation, they will ask you to provide a written explanation as to why the situation arose in the first place (from “I was not aware of the law”, to “I posted it on purpose”). You will also need to support the statement with the necessary documents and contracts (in case your agency is in charge of someone else’s content, or if your content is created by a sub-contractor).

Then, all that remains is to see whether the case will be dropped, or if a fine will be applied for you to pay.

How Much is the Penalty for Violating Advertising Law in China?

Depending on the severity of the indiscretion, there are different possibilities. For breaking WeChat terms, punishments range from taking down the content, limiting or blocking the traffic to content on WeChat moments, limiting or closing an official account, to banning the company from using WeChat, period. For violating advertising law in china, fines start at 10,000RMB and stretch up to 1 million.

Business licenses may also be suspended. In short, it’s not good news; certainly not worth the risk.

Avoiding Trouble on Your WeChat Account

Firstly, make sure you or those working on your content have read the law and are not using any forbidden terms, subjects, or any of the marketing tricks mentioned above.

Secondly, make sure that all your existing content on WeChat account, Weibo, E-commerce platforms, Website, Mini-apps, etc. does not violate the law.

If you are concerned about this legislation and need help checking and editing the legal compliance of your content, keep in mind that HI-COM has been providing such a service for the past two years and has already helped hundreds of companies avoid legal trouble. Contact us now and get some answers for free!

If your content is already under investigation, please seek legal help.

Disclaimer: The information mentioned in the above article should not be considered as legal advice. HI-COM is not a law firm, and is not authorized to provide legal advice. However, we are in a position to proofread and edit your content in accordance with the advertising law regulations of China.

More about Our Services

Numerous international companies regularly contact HI-COM regarding issues related to the registration process of Chinese e-commerce platforms.  With this in mind, we decided to highlight the entry fees that may be required for Chinese e-commerce platforms such as Tmall, Tmall Global, JD, JD International, Koala, and Xiaohongshu.

Entering Tmall 

Entry fees for Tmall include a deposit, an annual software service fee and a sales commission. It’s a very popular chinese e-commerce platform.

Tmall Deposit

The deposit fee is typically either 50,000, 100,000 or 150,000 RMB. Deposits for some categories can be as high as 1 million RMB.

Merchants must pay a deposit when setting up a Tmall store. The deposit is mainly used to ensure that merchants operate according to the Tmall Service Agreement and Tmall Rules so that costs are covered if merchants violate any regulations.

Read more about Tmall deposit standard for merchants in 2020

Tmall annual fee for software service

Regarding this fee, there are two options: 30,000 and 60,000 RMB.

Merchants must pay an annual fee when operating on Tmall.

The annual fee paid at the time of settlement and dependents on the category selected by the merchant.

Check the list of annual software service fees for various items of Tmall in 2020

 Tmall commission on sales

Typically the fee is between 2% and 5%, but it can vary from 0.5% to 10% dependent on the category selected.

Tmall provides an entry assistant to calculate the total estimated entry fee.

Entering Tmall Global

Tmall Global deposit

The entry fee for Tmall Global consists of a deposit, an annual fee for technical services, and sales commission.

Usually 150,000 or 300,000 RMB. However, some categories can be as high as 800,000 RMB (e.g. Bird’s Nest tonic)

Merchants must pay a deposit when operating on Tmall Global store. This is used to ensure that merchants operate according to Tmall Global’s specifications, and pay for any damaged products or services according to the Tmall Global Merchant Service Agreement. It also helps to prevent merchants from violating regulations.

Read more about Tmall Global Fee Standards in 2020

Tmall Global annual fee for technical service:

Fee: Between 30,000 – 60,000 RMB.

Merchants must pay an annual fee when operating on Tmall Global. This fee is based on the highest option. For the standard annual fee, please refer to the Annual Fee List of Technical Service Fees of Tmall Global in 2020.

Tmall Global sales commission

Typically between 2% and 5%. The fee can vary from 0.5% to 5% dependent on the category selected.

Merchants operating on Tmall Global need to pay commission according to a certain percentage of their sales. For details on Tmall Global’s commission, please refer to Tmall Global’s Annual Fee Schedule for Technical Service Fees for Various Items in 2020.

Entering JD

The entry fee for JD includes a deposit, a platform usage fee (monthly fee), and commission. The deposit amount and the platform usage fee is pre-specified, whilst the sales commission is charged at a variable rate.

JD deposit

Usually between 30,000 and 50,000 RMB. However, some categories can be as much as 60,000 RMB (computer equipment, storage equipment, etc.), and 100,000 RMB (luxury goods, wine, milk powder, UAV, etc.), and higher (automobiles).

JD platform usage fee (monthly fee)

Unified charge of 1,000 RMB/month. Very few categories are 500 RMB/month or free (ticketing and hotel reservation).

JD sales commission

Usually between 5% -8%.  It can vary from 2% to 10% depending on the category, whilst some categories are free of charge. Regarding commission, there are obvious differences among different categories on JD.

Note: Sales commissions include technical service fees such as SOP (Sales on POP) and FBP (Fulfillment By POP) modes. The SOP cost is the same as or bigger than FBP.

(POP- PCtoWAP open platform: it’s the general name of platforms which are created at PCtoWAP.com. In this situation, it means JD Platform)

SOP: JD.com provides merchants with an independent operation back office (uploading products, descriptions and prices by themselves) that is similar to Taobao, delivery within 12 hours of the orders created. Merchants do not need to issue special VAT invoices to JD, but need to issue general VAT invoices to customers for each order.

FBP: JD.com provides businesses with an independent operation back office (where you would be uploading products, descriptions and prices) and storage solution in five warehouse locations: Beijing, Shanghai, Guangzhou, Chengdu and Wuhan. Storage, delivery and customer service will be operated by JD.  Other services that  JD.com  provides to merchants are 211 time-limit arrival (211 stands for 11 am and 11 pm or 2 11s, where the delivery time is guaranteed either within same day or next day depending if order was made before 11 am or before 11 pm), self-pickup, cash on delivery, payment via POS cards. Merchants must be qualified as general taxpayers and need to issue special VAT invoices to JD.

Learn about: List of Fees for Various Items of Jingdong Open Platform in 2020 – chinese e-commerce platform

Entering JD Global

When compared with other platforms, JD Global’s settlement fees are much higher and are calculated in US dollars. The fees include a deposit, a platform usage fee (monthly fee) and a technical service fee (commission).

JD International deposit

Most of the merchants are in the $15,000 price range. If the store sells products such as milk powder, medical care and famous luxury goods, the platform will likely charge a deposit of 30,000 USD per store. In addition, very few categories charge as little as 5,000 USD (music, film and television).

JD International platforms apply a monthly fee

It is typically 1,000 USD/month. Very few categories such as clothing bags, sports & outdoor products, jewelry, watches, etc. are $3,000/month.

Technical service fee (commission)

Typically, in the range of 2%-5%. However, some specific categories will increase the rebate rate by 1%, 1.5% or 3%.

Categories with a rebate rate includes mother and child, toys, beauty and skin care, personal care, household cleaning/paper products, household appliances, mobile phones, digital products, computer & office, home textiles, and kitchen utensils.

Check the list of 2020 Open Platform Tariff Standards for JD Global Purchase

Entering Kaola

At present, Kaola has not yet officially given a detailed description.  According to previous information, the general fee consists of a deposit and sales commission.

Kaola deposit:

10,000-100,000 RMB

Kaola sales commission:

5%-7%

If you are new to the platform, please refer to the Kaola official website

 Entering Xiaohongshu

The application and review time of Xiaohongshu’s entering process depends on the merchants and can be completed as quick as one week.

Xiaohongshu deposit:

According to a variety of factors such as the characteristics of merchants, qualifications, and shop types – different merchants pay different deposits.

Xiaohongshu informs the merchant of the deposit when they sign the contract. The deposit needs to be transferred to Xiaohongshu’s account via official bank transfer.

Xiaohongshu sales commission:

Sales commission is the only charge on Xiaohongshu – there are no other marketing, traffic or resource expenses that must be paid (but can be paid if a brand chooses to invest in them). Xiaohongshu informs the merchants of the commission rate as they sign the contract. Normally, it is around 5%.

New to Xiaohongshu? Read how to register store on Xiaohongshu in 2020.

You can also refer to Xiaohongshu merchants entry assistant

Many partners asked HI-COM, “Should I enter onto an chinese e-commerce platform or build my own e-commerce website?”
Here are two effective growth strategies for e-commerce platforms in China:

• Rapid growth mode (high cost, high growth):  Firstly, enter third-party e-commerce platforms, then use a WeChat official account and a WeChat Mini program store.  Lastly, build your own e-commerce website
• Organic growth mode (low cost, slow organic growth): Firstly, use a WeChat official account and mini program store, then build your own e-commerce website, before finally entering a third-party e-commerce platform.

The option selected depends on the enterprise’s unique development plan and strategy. The ultimate goal is always to develop into a multi-channel and cross-link e-commerce solution.

HI-COM can provide you with lots of information and one-stop service for e-commerce platforms.  Get in touch for further details as we’d love to hear from you.

Wanna learn more about chinese e-commerce?
Read HI-COM’s guide about the evolution of e-commerce in China in 2020.

Contact Us Today to Get Your Free Quote!

HI-COM is a multilingual communication agency dedicated to providing China-specific social media communication and e-commerce marketing services to businesses around the world. Working with more than 100 brands, HI-COM is the go-to partner of companies that want to enter China market!  Contact us for your free consultation today!

How to china is an educational lab aiming to help foreign brand owners and managers to understand the Chinese Social Media ecosystem.

We share professional information about the Chinese digital world, host workshops, talks, and support everyone who is interested in digital marketing in China.

We cover a lot of topics related to digital marketing in China such as:

• KOL Marketing
• Live-Streaming business in China
• The Chinese E-commerce Boom
• Chinese product and content localization
• Building social media campaigns in China

In our club we do workshops, interviews, infographics, articles, china to-do marketer’s list.

Looking to understand more about Chinese social media and how to behave on them?

Want to perfect your marketing strategy for your brand? Join our club!

Last week, we had the chance to host our first “How to China workshops” on October 28^th.

The Workshop was about “Choosing the right social media channel for your business in China”. It was an hour and a half practical session on the Chinese social media management essentials. This workshop was organized and presented by Kate Chernavina, our Marketing Director and Olivia Liu our Digital Marketing Strategist at HI-COM.

During this workshop, we presented China’s social media landscapes to better understand all the possibilities we have as a company or person to appear on Chinese social media.

We then analyzed the most common daily mistakes that foreign businesses  make on Chinese social media.

In fact, when you are not familiar with the country, the culture and especially how the locals communicate, it’s easy to make mistakes and it can be really harmful for the reputation of your brand.

Then, as a foreign company it’s important to be on Chinese Social Media if you want to exist on the Chinese market. This is why we also explained how to choose the right social media channels for your business.

Finally, we presented an overview of a native promotion and marketing tools on WeChat, RED & Weibo which are the most important social media in China.

This workshop was an opportunity to explore and compare different social media platforms in China, learn about platform possibilities, hot topic tracking and more!

We are delighted to have created this club and we hope it can help many people to better understand China, its social media platforms that are not so common in other countries, and its marketing perspective.

Contact us for any request ! 

Today, founder of 1 World, Jean-Luc Duong, a successful TP in China discusses with us ways in which foreign brands can enter the Chinese market effectively.  Below, he shares his advice, guidance and top tips on current trends, high-demand products and effective USPs in China.

China is today the world’s largest E-commerce market and the retail sales revenue is set to hit over a trillion USD this year.

China’s E-commerce market has shown exponential growth in the past five years and is predicted to continue growing by 8.6% the next five years (CAGR 2020-2024). With a window of seemingly endless opportunities on offer, the China E-commerce can prove to be extremely advantageous and beneficial to any brand attempting to enter the Chinese market – as long as it’s done the right way.

1 World is a China market entry and strategy consultancy and TP in China. The company helps international FMCG brands to get successfully established on China E-commerce and to drive their business.

Before you share with us your advice, can you explain what a TP is, its role and the importance of the TP in China to a brand?

A Tmall Partner (commonly referred to as TP), is a brand’s Chinese e-commerce partner.  With the right TP in China, brands are able to manage their day-to-day e-commerce business effectively and contribute towards the overall company growth.

Effective management of the day-to-day business is fundamental as it includes store operations, logistics, customer service and post-sale service.

A brand’s store rating is based on its sales figures and consumer satisfaction, and a store rating in turn influences the sales.

In addition to the flagship store, sales can also be generated on other channels. The right TP, with a strong distribution network, can boost a brand’s sales on Taobao, Tmall Direct Import, WeChat, RED and other relevant platforms.

It is therefore absolutely vital for a brand to choose the right partner.

How can a company see whether the China E-commerce may be interesting for their brand?

To see if their brand may be a good fit for the China E-Commerce, a company could ask itself the following questions: Is the product category of our brand trending? How does our brand stand above our competitors? Do we have a long-term strategy and vision for the Chinese market?

 Could we discuss these questions in detail?

 1) Is your product category trending in China?

What are the most popular type of imported products in China? 

In general, Chinese consumers, who can afford it, still prefer international brands as they stand for high quality and trust. The highest-performing imported product categories are mum&baby care, beauty, food, and fashion.

The last two years we saw new categories trending and these are pharmaceuticals, vitamins & dietary supplements, pet care, kitchen & homeware, and high-end sportswear. These categories are growing double-digits year on year.

Which countries are best known for products in the above categories? 

Western brands as well as brands from East-Asia enjoy a good reputation among consumers. For the categories mentioned above, many of the strong performing brands are from Germany, France, the US, Australia, Japan or Korea. There are of course also brands from other countries that are doing well.

Are there any product groups that aren’t doing so well in China?

China E-Commerce is still growing strongly. Many FMCG categories are still showing an YoY double-digit growth, there are however few categories that have slowed down, to a high single-digit, which is of course inevitable after high growth.

China’s market is nowadays on every brand’s radar. The competition not only increased among international brands but also between international and local brands, as the latter ones are gaining in quality and appreciation from Chinese consumers. This just highlights the importance of choosing the right partner or TP in China to enter the market, to operate your E-commerce and to drive your sales.

How can brands get the type of information on local trends that you just shared with us? Is there an effective way of doing this? 

There are constantly new and updated Chinese e-commerce studies that can be found on Google, but for best results and to ensure the most accurate and up-to-date information, I’d strongly recommend getting directly in touch with an agency in your field of interest. Partering up with a competent agency allows you to gain a clear view on the opportunities and challenges that the Chinese market can represent for your brand.

2)Branding and USPs:

 You mentioned that the competition increased in China. How can brands make sure that their products stand out?  What do you think are the most important brand/product attributes to have when entering the Chinese market?

Chinese consumers are nowadays spoilt by a great number of choices and are looking for brands that are trustworthy, reliable and capable of supplying a high-quality service.

Brands need to set themselves apart from the competition to attract the consumers’ attention. The brands’ USPs that work back home or in Western markets may be only partially applicable in China. There is, after all, still great cultural differences between the West and China.

It is essential that brands adapt their USPs to speak to Chinese consumers and to be relavant.

To help with this, brands can rely on the support of China strategy and market entry consultancies and marketing agencies.

The differentiator for brands that succeed in China is their level of commitment to developing their brand in China. It not only requires a substantial marketing budget but also time and dedication of their team.

3) You shared that commitment and dedication are key. Can you further elaborate?

How dedicated does a brand need to be when it comes to entering the Chinese market?

Building a brand takes time and it is not different in China. It is essential that brands that have the intention of entering the Chinese market, have not only the proper strategy and realistic expectations but also a long-term vision for the market.

Most internationally well-known Western brands are not known to Chinese consumers. This means a start from zero, which is a great challenge on any market, but perhaps a slightly greater one in China. Commitment means in this case being prepared to take time to build your brand as well as to invest in marketing.

Another important point is the partner that brands choose to support them in this challenge, as it is decisive for the brand’s success.

What sort of marketing budget is to be expected?

The market entry costs in China are nowadays comparable to international levels. Building a brand, engaging with consumers, driving traffic and such require a substantial budget. This budget will depend on the category and the expectations of the brand. A new brand may expect to invest 30 to 40% of its annual targeted GMV for the first two to three years. The ratio budget to GMV decreases to around 20 to 25% the following years, once the brand has gained brand awereness.

The first half of the budget is usually invested on on-platform marketing (i.e. Tmall) for banner ads, SEO and such to drive traffic to the brand’s flagship store. The second half is invested on off-platform brand building on the Chinese equivalent of Instagram or Twitter and also through KOLs, Livestream, as examples.

These are recommended ballpark numbers and examples. Every brand needs its individual marketing strategy

Thank you for your very useful insights on the China E-Commerce. Last questions: What are 1 World’s USPs and what are the reasons brands should choose you? 

Thanks to our European and Chinese backgrounds, we fully understand the particularities of both the Western and the Eastern mindsets, cultures and values. We know how to translate the values of a Western brand to values relevant to Chinese consumers.

Over the past 13 years we built and enhanced our expertise on the Chinese market and the E-commerce industry.

Our focus on the FMCG industry has allowed us to establish a strong distribution network across various FMCG product categories and this with partners who are among the leaders in each of their category.

Conclusion

If would like to learn more about the Chinese E-commerce landscape, TP in China, and ways to successfully entering the Chinese market, feel free to get in touch with 1 World.

If you would like to become more familiar with Chinese social media channels, KOLs, contact HI-COM today to find out how we can help you!

HI-COM is an international communication and localisation agency with over 10 years of experience in the Chinese market. With offices in Shanghai, Guangzhou and Hong Kong, HI-COM serves its loyal customers in more than fifteen industries, including tourism, hospitality, e-commerce, and retail.

For more information about e-commerce translation  or Chinese Social Media content management and Chinese KOL/Influencer marketing support, get in touch!  KOL marketing is one of the most effective ways for a brand to connect with its target audience, and China is one of the most “influenced” societies in the world.

Britain and China share a long history. In a world of Brexit and with China’s e-commerce market growing, it will be clear to most that Britain will be looking closely at China to secure one of their trade deals outside of the EU. Britain has some of the most luxurious brands which are hugely popular among Chinese people. With recent predictions stating that China’s middle class is set swell up to 630 million, a large number of British brands will be looking to capture a larger share of the Chinese market. Chinese consumers tend to hold British luxury products highly as they are seen as ‘sophisticated’ and ‘classy’. Today, we will talk about why certain British brands have dominated the Chinese market and remained popular, while others have been less successful.

The British brands doing well in China and why

Burberry, Alexander McQueen, Dyson, British Airways, Ted Baker and Rolls Royce are some of the popular British brands in China that have been able to succeed in bringing their business across.
Burberry is a household name for those who shop in high-end fashion. In China, ‘Burberry’ is perceived as a luxury, upmarket brand, and is one that many Chinese people feel represents all the good things about London and British heritage.

What has Burberry done right in China?

Burberry takes a whooping 40 percent of its revenue from China. So, what has Burberry done right? Burberry has a Chinese flagship store in Shanghai within the Kerry Centre. The flagship is amongst 45+ stores in China. The brand has been able to reach a lot of its customers through its retail stores or online stores. Some may even go far in saying that, the key to Burberry’s success has been its marketing strategy. Burberry has capitalized on China’s e-commerce market by making waves on Chinese Social media and the e-commerce platforms. Burberry launched a store on Alibaba’s Tmall platform. The brand has been able to connect with the Chinese audience through WeChat’s mini programs. They have been able to engage with the Chinese audience by launching exclusive products through WeChat. This can be seen when Burberry launches a new product on the 17th of each month as part of its B series.

The Brand also understands how influential KOL stars can be in China. Burberry had previously targeted Chinese consumers at London Fashion Week by pulling singer Kun Chen, actress Dongyu Zhou and rapper Lucas Huang as Chinese ambassadors. The Fashion house gained an extra 300,000 followers on Weibo because of their influence.
Burberry is an established brand and if you combine that with a local Chinese digital strategy, it’s a successful cross border story.

What has Dyson done right in China?

Dyson is another innovative British brand that is sweetly sailing the Chinese e-commerce market. Dyson is one of the popular British brands in China.

The brand has made a mark by having its products sold in 200 stores across 45 cities in China. Dyson has been able to recreate the word innovative time and time again through releases of new products. From hoovers to air purifiers to hair dryers, Dyson is still regarded as a high-end brand.

According to reports, China is Dyson’s fastest growing market. The story of James Dyson as a creator, businessman and designer appeals to Chinese consumers. Dyson products hallmark quality and great innovative design.

The brand again catered for the Asian market by designing smaller machines. Another reason why Dyson has catapulted in China is because Dyson’s products come across as unique. A great example of this would be when Dyson launched the cordless hand held vacuum.

Dyson has been able to adapt to the Chinese market and create a demand for them to stay relevant. They have launched on e-commerce platforms such as JD and Alibaba’s Tmall. Dyson understands the Chinese market and has capitalized on big sales festivals such as the infamous 11.11. During the 11.11 festival in 2018, Dyson’s newly ‘Airwrap Hair Curler’ apparently sold out within three minutes on Alibaba’s Tmall and just 15 seconds on JD.com.

Dyson was one of the 84 brands to reach 100 million yuan in sales within an hour. Dyson has not only be making splashes online, People’s Daily reported that Dyson held 61% of China’s vacuum cleaner market in 2018.

The British brands that haven’t fared well and why

Marks & Spencer, New Look, Top Shop and ASOS are some of the brands that have not been successful in breaking through the Chinese tides.

Mark & Spencer’s demise in China can be broken into a number of reasons. The brand opened its first store in Shanghai in 2009 and 9 years later, it left China all together. So what went wrong with Marks & Spencer? The brand may have come across too quintessentially ‘British’ and was not suited to the Chinese taste.

Another reason could be Marks & Spencer didn’t keep up their presence on China’s digitally advanced platforms. They weren’t able to communicate and engage with their potential customers online.

It is vitally important to understand the market and gather as much information as possible about your potential customers. Marks & Spencer didn’t truly understand exactly where to position themselves and the steps they could have taken to salvage their brand.

This problem is also shared with ASOS, New look and Top Shop. Mid-sized high street fashion brands have struggled in China. This could be down to the fierce competition from the online market, where China has several e-commerce platforms catering for low to high end fashion consumers.

ASOS, Top Shop and New Look have been swept under the sea of online shops and failed to attract audiences in China. It could also be blamed by the fact the retail industry has been at a decline all together and that has affected physical stores the most. Marks & Spencer and New Look have both faced challenges in the UK and have had to close some of their physical stores down.

They’ve both narrowly avoided going into administration. Again, this could be down to the brand’s failure to adapt to the online market.

What can British brands do to transition into China?

A brand should have a clear, solid plan when trying to enter the Chinese market. We emphasis a great deal should be spent on market research. It is important to gather a comprehensive study of the local shopping habits, tastes and competition. Once you feel you have gathered enough intel about the market.

The next step would be to create a digital footprint on Chinese social media and Chinese e-commerce platforms. The key here is to be present and engage with your potential online Chinese consumers.

From there, we recommend that you localize your brand’s website, name and marketing material. Chinese social media is a huge deciding factor to how a business will fare in China.

The brand should then create social media campaigns that attract and educate the local audience. The final step would be to set up your own social media and e-commerce channels for the Chinese market.

Another added bonus step would be to use a KOL star to create further awareness. Chinese influencers hold a huge following and can bring brand awareness and generate leads as seen with Burberry’s London Fashion Week campaign.

If you have any more questions about Chinese digital marketing and how to enter the Chinese market with minimum costs, feel free to get in touch as we’d be delighted to hear from you. We hope we can help you achieve what these popular British brands in China have done.

HI-COM is a multilingual localization and communication agency dedicated to providing professional localization solutions, content and social media management to businesses around the world.

HI-COM helps companies enter the Chinese digital ecosystem with a simple and hassle-free approach. Let us help you achieve what these popular British Brands have in China. Contact us for your free consultation today!

China is one step ahead of the game in the social media world. China’s combination of a large population and fast-emerging technology go hand in hand. Today I will talk about top ten apps that are changing the tides of Chinese social media. Some of these fast-emerging apps have become a necessity in Chinese daily life and changed the way social media is talked about.

China is one step ahead of the game in the social media world. China’s combination of a large population and fast-emerging technology go hand in hand. Today we will talk about top ten apps that are changing the tides of Chinese social media. Some of these fast-emerging apps have become a necessity in Chinese daily life and changed the way social media is talked about.

New apps in China mark the era of AI

New technology and progress in AI has transformed most of Chinese apps and platforms from customer centric into user behaviour driven. Chinese Platforms and Chinese apps like Tmall, Red, Douyin use algorithms to shortlist and promote content that user views/likes most. But it does not stop there. With the help of AI and new technology, companies are now able to diagnose different illnesses, create futuristic experiences in hospitality, stop jaywalking and more.

Creativity of Chinese start ups, the answer to the Silicon valley

The age of copy cats is over. These days Chinese tech savvies are all about studying the local market needs and addressing the problems with tech solutions. By the end of 2019, China has surpassed the US by the amount of unicorns, with 206 privately owned companies  worth at least $1 billion (vs. 203 in the US). China’s unicorn specialties are health care, electric cars and e-commerce.

But it is not always about the size. In this article we will talk about the new promising mobile apps that could become unicorns or are just so innovative that they shall inspire us all to improve our daily lives and experiences!

Oasis 绿洲

Oasis app is one of a fashion focused Chinese apps. It was launched in September 2019 and has since grown its users to 17 million. The app mimics ‘The Little Red Book’, ‘Pinterest’ and ‘Instagram’.

The users share things they like from clothes to shoes. The average Chinese user on this platform follows their favorite fashion blogger to find inspiration from.

Some of the top Chinese stars are using Oasis such as; Li Jiaqi, TFBOYS, Yang Mi and Dili Reba. Oasis is a great app to get inspiration from, to celebrate your life and get fashion news.

It’s also another way to find friends and grow friendships. It has a strong female demographic and is a good tool for fashion brands.

Xianyu 闲鱼 

Xianyu is another app owned by the Alibaba Group. Xianyu is a Chinese app that has over 570 million users.

The platform focuses on buying and selling items. What makes Xianyu different to other shopping platforms is a user doesn’t need to open a shop to sell items.

Users are also given the option to resell their purchases on Taobao through click linking both apps. Many of China’s top stars are on Xianyu, selling their used clothes.

Poizon 毒

Poizon has caused a spell on the youngsters of China by becoming the leading lifestyle app. Poizon currently has over 150 million users on its platform.

The biggest draw for the young demographic using this app is that it focuses on lifestyle, sports and fashion. Poizon is a platform which integrates trading verified good with blogging.

Every item on Poizon has been identified and verified, the customers know that they are able to purchase good quality products. The platform currently has 39 million verified goods.

Poizon has a large community who are fans of sneakers, fashion and urban culture. The app also has a professional sneaker cleaning service and second-hand selling service.

SECOO 寺库

SECOO is one of the leading online and offline lifestyle platforms in China. It was founded in 2008 and launched on NASDAQ in the US on September 22, 2017.

SECOO is a platform which focuses on luxury products and is currently the largest luxury e-commerce provider with over 80 million users.

SECOO is home to many international brands such as; Hermes, Hugo Boss, Dolce and Gabbana, Louis Vuitton, Armani, Burberry, Gucci, Dior, Chanel, Prada, Bottega Veneta, Diesel, Coach, Kate Spade, MCM, Michael Kors, Ray-Ban, Rolex. SECOO sells designer bags, accessories, clothing, shoes, boots and watches. It offers free postage delivery.

SECOO has stores in Beijing, Shanghai, Chengdu, Hong Kong, New York, Milan and Tokyo.

Linking Chinese social media to e-commerce

If you have any questions or would like more information, please feel free get in touch.

HI-COM is a Chinese digital localization agency helping businesses enter the Chinese market without uneccessary hassle. From brand names and content localization to Chinese influencer marketing, our team will find the best solution for your business.