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

Zhang Xiaolong once said, “WeChat is a way of life”. Since its launch in 2011, WeChat has changed the way China communicates and makes purchases (both online and offline). Today, WeChat is also changing the way in which people search for information. What’s new on WeChat in 2020？

WeChat’s new search function

“Service search” – connecting users and businesses

Service Search can be used by both users and businesses. When a user searches for a specific service on WeChat, WeChat will provide service related content. For example,  if the user types “express” into the search bar then any relevant express services will automatically be displayed.  This can reduce the search cost and improve the user’s overall experience.

With regards to business, the introduction of “service search” has dramatically helped to increase the flow entrance of business services and has meant that users have better access to businesses. At present, WeChat’s “service search” is open to all businesses in every industry. Businesses can log in to the WeChat public platform and click “service search” to access the page of interest.

WeChat says that the main purpose of the “service search” function is to help high-quality services  stand out and be found by more users. With this function, brands are able to attract more foot-flow and therefore, increase brand awareness. WeChat has also been making progress regarding the connection between its users and services.

Developing the search function

The search service is a completely new function within the industry. In May 2020, Alipay launched a search business function to improve the overall search service – but what is the impact of WeChat releasing this function first?

The improvement of WeChat’s strategic search feature is likely to have encouraged other businesses to compete. In 2020, a “search” team first appeared in a WeChat open class. It introduced the WeChat search and made a preview of the “service search” function. In addition, Tencent’s 2019 annual report also focused on WeChat search, stating that it will also focus on this same function in the future. The frequent appearance of “service search” in Tencent’s activities, shows that the Tencent and WeChat teams have attached a level of importance to this feature.

WeChat search has numerous advantages. Regarding the WeChat ecosystem, the main purpose of WeChat search is to provide users and merchants with wider connections. With the development of the WeChat platform and the rapid growth of mini programs, WeChat’s content resources have realized the potential of the platform. Therefore, with the introduction of search functions, WeChat’s high-quality content resources are able to be much more adventurous.

The main competitors of WeChat search are not Baidu, Sogou, or any other general search engines, but instead Alipay.

Described recently in the media as a super app, its ultimate goal is to improve the ecological construction of its own app so that users can meet all their needs in closed apps where possible, and use the search function to achieve linkage between content and mini programs.

WeChat already has public official accounts, mini programs, videos, reading, music, information and many other functions, which all satisfy the basic needs of its users. The introduction of “service search” is to open the connection between users and businesses, and highlight the potential of the ecological closed loop.

WeChat Video Channel

Since the beta test of the video channel in January 2020, a variety of users including global superstars, internet celebrities, KOLs, and ordinary people, found that the video channel is a great way of increasing audience flow and brand awareness.

However, many users are unaware of how to correctly/effectively use the video channel. Although  the specific operating method of the video channel has not yet been clearly stated, WeChat is gradually adjusting and improving the system, which means that users are able to explore it individually.

So how to effectively use the video channel?

We cover a range of topics, from video channel operation and video number content, to making the videos popular:

a) Few technical details about video channel of WeChat

To operate your channel effectively you must be familiar with the basic contents of the video channel.

The duration of a video should not be over 60 seconds otherwise it will be cut off. The video format should be correctly sized: vertical screens should be 1080 x 1230, horizontal screens should be 1080 X 607.5, and the overall size should not exceed 30M.

There is a maximum of 1000 words for each video. Only three lines can be showed at once.

Users are unable to select the cover image individually and can instead only use the first or second video frame as the front image (it is very important for the first frame to look good when editing).

But first you must register the video account.

b) Here’s how to set up the WeChat video account:

• To enter, click on the video channel entrance below “moments of friends” and select “Avatar”.
• Select “create video account”. Then fill in the information and complete the necessary video account creation steps.
• After you’ve created your video account, the video content account can be released. Click on the “camera”, then take the image, etc. or select the material form your library, upload the picture/text/video material, add the location, expand link, and publish.

However, if you select the avatar to enter and find that there is no “create video channel” option, then you won’t have permission to open the video channel. But generally speaking, if you have received the WeChat team’s video channel invitation – you’ll be able to open it.

c) Include public account links in the official account area

When content is released on the video channel, the official account link can be placed in the paperwork area. This is actually a very effective method of advertising your official account, but many people tend not to make full use of this feature.

It is important to note that if you put the official account link in the paperwork area, viewers are able to jump to the official account directly. This means that you can introduce your official account, mini program, personal account, and groups, indirectly – which is a good way to establish your private flow, if you make good use of it.

d) Avoid sharing forbidden content

It is important to not place specific content, nor should you entice users to share “for money” or pay specific attention to some activities that are not welcomed by Tencent. This includes inviting friends to open virtual gift boxes, collecting likes, or lucky draw, etc.

If your video channel doesn’t comply with the rules, then content will be cleared. This includes the cover, head picture, introduction, name, etc.

e) Try not to exaggerate your headlines for attention

Do not publish misleading information in order to attract attention. Titles should not include anything shocking, insulting, dangerous, distressing or untrue, as this is likely to be banned from the platform.

How to create your WeChat video channel content

1. Decide the theme of your video content

The content on your video channel should be interesting and appealing. Similar to the short videos on TikTok and Kwai, your content needs to be clear and of a high quality in order to be interesting.

2. Here are some questions to consider:

• What do you want to achieve by publishing video content in the long run?
• What kind of users do you want to attract?
• What can users get from your videos?

When publishing content on the video channel, make sure that it matches your theme.

3. Post high value and emotive content

High quality and emotive content on the video channel will encourage people to like, follow, share, and interact. Such videos are much more likely to have a lasting impact and encourage discussions off the back of it.

It is also good to try to share it with a narrative/subtitles/voiceover, so that users are able to get information subconsciously – making it more relevant to each individual viewer. For example, KOL Li Ziqi (李子柒) who is promoting traditional asian lifestyle went back to her hometown and started to create content on rural life, which made people yearn for it. Now she is as popular as Viya and Austin. This year she her success in content marketing led her to start her own traditional instant noodle company.

4. Post positive content

Positive energy has always been a main theme of content on social platforms – video channels are no different.

Various professionals evaluated the most popular videos on the video channel and attached “emotional labels” to each video.  Among them, positive emotions such as happiness, laughter, kindness, and empathy accounted for the largest proportion of popular videos.

Therefore, when you plan your video content, try to consider the audiences’ emotions when choosing content, background music, pictures and other aspects.

For example, Pan Deng (攀登), a formal CCTV host has started his own video channels (Douyin, WeChat, Weibo) called “spiritual wealth club” about reading, life experiences and fatherhood. His idea went viral and borough him even more fame, recently he invited a China’s top KOL Viya to his studio to talk parenting, his new book and other topics.

5. “Chicken soup for the soul” content

Kwai data released a short paper on the trend of short video content marketing in 2020.  The report included data on “TOP500 types of content on Kwai / TikTok”. From this data we can draw the conclusion that entertainment, delicious foods, beautiful girls, and professional knowledge are all popular topics on both TikTok and Kwai.

How to promote your video channel

High quality original content is absolutely vital. But it is also important to find a way to get this content viewed by a wide range of users.

1. Recommendations from friends

Today, the WeChat video channel is still being developed and the mechanism of the recommendation algorithm is also being optimized, which means that there are no direct recommendation rules at present. Therefore, if you want to improve the amount of likes and recommendations you receive, you need to consider your friends’ recommendations.

For example, if your friend follows and likes the video content on a specific page, then this video and other similar videos will also be recommended to you and your friends.

Therefore, if you post a video and share it with your friends, then this same video may be recommended to your friends’ friends – providing a basic referral system or “flow”. Furthermore, the same system will also recommend “flows” for your video content to ensure that you get as many opportunities as possible.

2. Popular video tests

This method is suitable for those who have experience in popular videos.

For example, if you have a video that receives thousands of likes on TikTok or Kwai, and then you release one on WeChat video channel, it is very likely that it will also be very popular because the audience’s preferences are very similar across different platforms.

Note: Do not copy other people’s popular videos. The video channel platform encourages originality, and plagiarism is strictly prohibited.

3. Uniform video covers (feature images)

As previously mentioned, when uploading a video onto the video channel it will take the first frame as the cover image. Therefore, if you are unsure whether the first picture frame is appealing, you can instead design a uniform cover.

4. Authenticity and stability

Some popular video creators started by not focusing on anything in particular and sharing videos based on one’s real life. Like popular vlogs on Douyin/TikTok, recording your daily life is a great way of getting exposure. You can share snippets of your life and present it in an original way.

There is no daily post limit. Therefore, it’s good to try and post something every day so that you have a chance to be recognized and recommended by the platform.

5. Publish your content at a time when the users are active.

Like TikTok and other official accounts, you should try and post videos and content during prime time. According to the popular video analysis, it is best to release videos around 9:00 p.m. as this is when users are most active.

WeChat’s Mini-program live streaming

Recently, WeChat introduced the live streaming mini program.

Businesses that receive a WeChat public invitation are able to access the app’s live broadcast. By logging into the mini program, businesses are able to check whether they have received the public test invitation in the “function” section.

Due to its handy plug-in function, the opening of the mini program live broadcast is much simpler and more convenient than other platforms. Once the live broadcast mini program has been accessed, the business can operate quickly and directly with the simple cooperation of the host end and PC background. Also, businesses do not need to provide live broadcast qualifications in when signing up.

How to open the mini program live broadcast:

At the moment WeChat mini program is only functioning as an e-commerce platform and online business retail stores.

1. The main categories on the mini programs that are available for merchants application at the moment:

• Food and drink
• Primary and intermediate edible agricultural products
• Books, newspapers and magazines
• Audio-visual products
• Film and television production
• Mobile games
• Japanese animation
• Cars
• Clothing and shoes
• Luggage goods
• Small toys / maternity and infant products
• household appliances
• Digital technology
• Mobile phones
• Beauty and skin care
• Washing products
• Jewelry
• Fitness products
• Outdoor
• Musical instruments,
• Bouquets / gardening flowers
• Home furniture / home accessories / textiles
• Office / stationery,
• Mechanical equipment / electronic components

2. There has been no serious violation of any regulations over recent months
3. The account has payment behavior in nearly 90 days
4. The total number of fans on the WeChat official account exceeds 100
5. The number of active users on the account is more than 100 for seven days
6. Within the WeChat ecosystem, the advertising consumption over last 12 months exceeds 10K RMB.

How to improve the quality of the interface when users watch?

1. Ensure that there is a fixed IP and cloud for live broadcast
2. Use the front camera on your phone for clarity
3. Enhance your lighting on the live broadcast

WeChat Store

Is deposit required for store opening?

There is no deposit, fee or service charge required

Small store function: The WeChat small store is a new capability which can help businesses generate sales with no app development, zero cost and little effort. It provides product information publishing, sales, small program live broadcasts, order management, transaction settlement, logistics track, after-sales, live delivery info and other functions.

Store opening requirements: WeChat’s small stores support enterprises, self-employed businesses, and individuals. Tencent started the internal test application for enterprises and individual businesses, and will gradually open individual store applications in the future.

At present, it is only available for WeChat certified service accounts and users who have successfully applied for WeChat payment merchants.  Enterprises and individual businesses that have received the invitation for internal testing can complete registration by clicking the invitation link, and provide relevant identification and qualification certificates.

Note: During the internal testing period, enterprises can open up to 50 small stores, and individual businesses can open up to 5. Besides, one Wechat number can only support registration once.

What are the advantages of delivery in WeChat small stores?

1. Incomparable flow advantage

According to the latest authoritative data, WeChat’s monthly live flow is as high as 980 million! With regards to online stores, online business is not limited by geographical restrictions, but instead by popularity restrictions. Therefore, online stores should be opened on large-flow platform such as WeChat, to ensure that the shop is exposed to as many users as possible.

2. WeChat is low risk

WeChat is easy to operate, has a low threshold and is a low risk platform. To set up your very own WeChat store, you need to set up your own WeChat service number and operate the binding in the background. After uploading details about your goods, your store will become available for customers.

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!

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Besides opening a Tmall store, what are the other options when entering China’s e-commerce market?

China’s e-commerce platforms have millions of internet users and target a wide variety of online consumer groups. E-commerce platforms provide multiple interaction opportunities for consumers and make it more convenient for companies to improve their  products based on the needs of their customers – therefore, helping to enrich their brand. Today, more and more international brands are turning to cross-border e-commerce when entering the Chinese market.

In 2018, Tmall global had introduced around 3700 imported products from over 18,000 brands across 74 different countries and regions. Whilst more than half of those brands entered the Chinese market for the first time. However, many brands are put off Tmall due to its high platform entry fees and commissions.

Which new Chinese e-commerce platforms can replace Tmall as the first choice to enter the Chinese market?

Option 1: Youzan Store

What are the advantages of delivery in Youzan stores?

Youzan is a set of mobile e-commerce solutions designed to help businesses. It provides the tools needed for mobile terminal marketing.  Youzan has both offline stores as well as online traditional e-commerce sites.  Youzan is a self-built mall and provides multiple services such as online interactive marketing, commodity sales, online and offline connections, and open data.

Youzan is a powerful and productive tool distributed by enterprises and marketed by e-commerce. Traditional e-commerce sites such as Taobao and Jingdong are flow-thinking platforms whereas social e-commerce sites, are user-thinking. Other sites such as Youzan, instead helps businesses to manage their own private flow.

Youzan is not a flow platform, but instead helps businesses to accumulate consumer flow. Businesses are able to get fans and followers through platforms such as their WeChat accounts, micro-blogs, QQ shopping numbers, and Kuaishou Fu, etc, which enables them to control their own flow – making it a main advantage of Youzan.

Many powerful businesses in the e-commerce industry use Youzan.

✓  Youzan currently has more than 2 million merchants

✓  Youzan currently has 5 million talents to share good products

✓  Youzan has more than 300 million consumers

✓  There a more than 50,000 transactions per second

Deposit required for store opening: No deposit required

Annual fee: The basic version is 6800 RMB, the professional version is 12,800 RMB, and the flagship version is 26,800 RMB.

Store opening requirements: Youzan only accepts a mainland business license to open a shop, so that businesses from overseas can cooperate with domestic partners in order to open stores or register a company in China, which requires a brand trademark registration certificate

How long does it usually take to open a store? It takes 1-2 weeks to obtain the required certification

Is live streaming supported? Youzan supports live streaming. It is free to use and can be viewed on WeChat. “Loving live streaming” is a sub brand of Youzan.

Option 2: WeChat store

Deposit required for store opening: There is no deposit, fee or service charge required

Small store function: The WeChat small store is a new capability which can help businesses generate sales apps with no development, zero cost and little effort. It now provides commodity information release and trading, small program live broadcast, order management, transaction settlement, logistics after-sales, live delivery and other functions.

Store opening requirements: WeChat’s small stores support enterprises, self-employed, and individuals. It has opened the internal test application for enterprises and individual businesses, and will gradually open individual store applications in the future.

At present, it is only available for WeChat certified service numbers and users who have successfully applied for WeChat payment merchants.  Enterprises and individual businesses that have received the invitation for internal testing can complete registration by clicking the invitation link, and provide relevant identification and qualification certificates.

Note: During the internal testing period, enterprises can open up to 50 small stores, and individual businesses can open up to 5. Besides, one Wechat number can only support registration once.

What are the advantages of delivery in WeChat small stores?

1. Incomparable flow advantage

According to the latest authoritative data, WeChat’s monthly live flow is as high as 980 million! With regards to online stores, online business is not limited by geographical restrictions, but instead by popularity restrictions. Therefore, online stores should be opened on large-flow platform such as WeChat, to ensure that the shop is exposed to as many users as possible.

2. WeChat is low risk

WeChat is easy to operate, has a low threshold and is a low risk platform. To set up your very own WeChat store, you need to set up your own WeChat service number and operate the binding in the background. After uploading details about your goods, your store will become available for customers.

Option 3: Weibo mini shop

What are the advantages of Weibo shops?

1. There are a large amount of Weibo users and therefore, many opportunities for recommendations. At present, there are over 550 million monthly active Weibo users.Weibo has a mature content recommendation system (both text and live) which creates multiple platform recommendation opportunities.
2. Weibo supports various media forms such as picture, text and live broadcast. It is helpful for accumulating consumers and attracting KOLs in industries such as finance and education. Bloggers in the fields of finance and cosmetic medicine are able to attract more users due to a high purchasing power.
3. There is no posting limit on Weibo which is good for frequently interacting with fans. For example, “Wuhan Liu Zhengtao” often shares information about stock investment, mainly in the form of pictures and live broadcast. In addition to sharing professional content, Liu Zhengtao also shares information about his daily life on Weibo. He posts 30-40 online articles a day to entertain his fans and improve their sense of trust.

Deposit for store opening: No deposit required

Store opening information required: Overseas passport information, Chinese identification information and face recognition

What platforms do small stores currently support?

At present, it supports Taobao, Jingdong, Youzan (binding store), Jumei Youpin, Ymatou, and Ctrip

Is live streaming is supported?  Yes, it supports live streaming and the live platform is free of charge

Commissions and other fees Information for cooperation between e-commerce platforms and Weibo shops:

Option 4: Douyin (Chinese version of TikTok) shop

Douyin shop is an e-commerce platform that help brands and businesses broaden their channels and enhance their flow. Single users have the opportunity to become followers of business accounts, which forms a complete closed traffic loop. On Douyin shop you can have a separate shop. You can also link Taobao, Jingdong, Koala, Haigou, Vipshop, Suning e-buy, and foreign wharf goods.

 Douyin shop requirements

1. You should be registered in the Chinese mainland. Overseas businesses can cooperate with domestic partners to open a shop or register a company in the country.
2. The business scope and operation time should be specified in the business license
3. Any goods to be sold should be included in the category of investment promotion and have the relevant qualifications
4. All goods must meet the quality requirements of law and industry standards
5. All qualifications should be provided with the original scanned copy and the red seal of the resident

Is live broadcasting is supported? Yes, live broadcast is supported.

Security Deposit of Douyin e-commerce:

In order to sell products on Douyin companies shall pay a security deposit, according to the type of products they want to sell. In case a company wants to use ppc or other ad solutions, other deposit shall apply in addition to the organic business deposits. If more than one category is selected, the deposit should be paid according to the highest margin corresponding to the selected category.

Option 5: Kuaishou mini shop

Kuaishou shop is an online app merchant, providing quick service to Kuaishou users to efficiently convert their flow into revenue. There are 2 ways to sell products in Kuaishou: native store and 3rd party apps providing services in the platform.

Kuaishou tin store receives the following benefits:

1. Various ways of income, efficient conversion of fan flow into revenue
2. Official exposure to Kuaishou shop projects
3. Convenient commodity management and sale function provided by Kuaishou Tai platform  

The conditions for entry of a Kuaishou store

1. You should be registered in the Chinese mainland. Overseas businesses can cooperate with domestic partners to open a shop or register a company in the country.
2. The business scope and operation time should be specified in the business license
3. Any goods to be sold should be included in the category of investment promotion and have the relevant qualifications
4. All goods must meet the quality requirements of law and industry standards
5. All qualifications should be provided with the original scanned copy and the red seal of the resident

Shop deposit:

The shop deposit is subject to the prompt on the back page of the merchant.  According to factors such as business mode, opening category and service opening, the merchants pay the deposit. There is no maximum limit on the amount of deposit. The minimum deposit standard is 1000 RMB.

Merchants who open other commodity functions of small stores need to pay 500 yuan promotion deposit. The platform adjusts the store deposit every month according to sales from the previous month.

It can vary is as follows:

Is live broadcasting is supported?  Yes, live broadcasting is supported

The Kuaishou store can link to other business platforms such as, Youzan, Mokuai, Jingdong, and Taobao.

Have more questions about Chinese mobile e-commerce solutions? Want to explore new opportunities in this market? Shoot us an email and we will be happy to help!

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!

WeChat marketing is becoming more and more complicated in 2020. With the constant shifts in trends it is becoming more and more difficult for marketers to develop long term plans. Finding new customers and creating interest, not to mention generating sales is a new challenge. And when it comes to closed ecosystem such as WeChat marketing, e-commerce takes a whole new turn.

As advertising becomes more and more expensive, brands are starting to rely on KOL marketing. But KOL services also have costs too and are mostly focused on generating brand awareness.

So how do brands stay in business with WeChat marketing, stores and mini programs? And what is the secret of all these successful stores?

What is WeChat? How is this application revolutionising digital marketing?

Chinese APP WeChat is first and foremost an instant messaging application used by more than a billion people and mostly used in China.

The application then evolved into a social media platform with the “Moments” tab where users can share their thoughts, pictures and videos and only their friends can see them, making sharing these “Moments” credible and authentic. Finally, brands and influencers have also taken hold of the application which has led to the creation of “Mini-Programs” and online stores to allow brands and KOL to sell directly on the WeChat platform without necessarily leaving the APP to access the website or another application.

Therefore, brands can create their own official page and share their exclusive information, articles and other information as well as the online store. The latest new feature being tested on WeChat are the influencers’ live stream where as soon as they talk about a product, viewers can directly buy it without even leaving the live stream.

This all-in-one application allows you to see the evolution of the consumer now known as “Consumer 2.0”.

Most companies have realized that they will need China’s growth to power their own in the near future. But to take possession of their own and future power, they must understand how the new consumer 2.0 works today, how China’s ecommerce is evolving, and what the new spending patterns are.

Understanding consumer 2.0

It’s not enough to carry out market research once a year to really know what your consumer is looking for. Today, brands need to concentrate on weekly follow ups to see where the trends and needs of consumers are going. The two-way conversation is becoming a must for brands and companies that want to succeed on the Chinese market.

For this, leveraging personalized WeChat marketing groups might just be what you need. Tagging your key customers by location or other criteria can help you to update them on relevant news and deals. Making those groups “invitation only” or bringing a certain VIP feeling will ease the task of growing these communities.

In fact, the main difference between a successful local brand and a international brand is simply collection of real-life data.

New ways of brand community management

The way brands manage these communities is also progressing. A systematic approach focusing on communication has become a must in community management. As consumers become more educated, never before has it been more about the connection between a brand and the consumer.

Creating a habit of checking on a brand, or seeing “what’s new in the group” can help brands to create a deeper connection.

For example, hosting limited time WeChat marketing pop-ups could be one way to keep your community members on their toes.

Same goes with sharing important and useful content, which could help your consumers in their daily lives.

Updating the community on certain days of the week unifies people by providing interesting topics to share. The feedback on these activities could provide valid data and deepen the understanding of customers. For example, a brand of healthy snacks could engage by providing video of breakfasts that include products of the brand.

KOL/Influencer Marketing – new approaches

When it comes to KOL marketing, there are a few variables that need to be accounted for.

Firstly, the size of the KOL audience and the content focus. A few smaller KOLs might be great to put your brand on the social media and e-commerce map. Whereas one large KOL might help you to move that new stock and kick-start your brand’s sales season.

But what brands still do not realize is how to best benefit when approaching major KOLs in China.  Chinese influencers are very careful when it comes to picking products. Look at Viya, who has a dedicated team that sorts out the product applications and performs quality tests. KOLs are the experts of what the consumer wants and they try their very best to meet expectations. So working with a brand that will not be interesting  will reflect badly on both the KOL and the performance. In some cases, the discussion with large KOLs can last for a few seasons until the KOL  figures out a way to bring the product around with the right angle.

Secondly, seasonality.

When doing e-commerce in China, brands shall switch from the national calendars to the e-commerce calendars and plan their work and vacation time accordingly. It is safe to say that the double 11 festival will represent ½ or in some cases nearly all of your annual sales, especially if you do it right. Then comes Double 12^th(December 12), 618 (June 18^th), and so on. Most of the traffic hits the e-commerce channels exactly on those e-holidays, as most brands present very good deals to their customers.

Thirdly, cooperation models.

From smaller KOLs and product seeding (distributing free samples for hundreds of KOLs in the hope of creating a social buzz) to bigger KOLs with massive marketing budgets or even brand representation, the company’s size and marketing plan will determine what model is right at a specific moment.

In 2019 most brands have started to collect their own KOL pools on several social media channels. Such databases of KOLs is and will be extremely useful for brands when working with KOLs on weekly/monthly bases, doing product seeding, offline events etc.

And that’s not a surprise. Today, in order to stand out, brands need to be involved with at least a hundred of small size KOLs on different platforms, which will provide a broad evaluation of the product presented. This will create a pretty good “word of mouth” base for your brand and a base for cooperation with medium and large size KOLs.

Further reading:

Discover what KOL (influencer) seeding is and how it can benefit your brand!

Staying on top of the Chinese e-commerce ecosystem in 2020

Brands that operate in China need to be well informed on the changes within the Chinese digital ecosystem. Traffic coming from marketing efforts will translate into sales only if the customer journey is well planned.

But with platforms always changing their strategic partners, this might not be so simple.

Chinese e-commerce and social media changes. What to look out for in 2020

We are still waiting to see if Douyin will continue its cooperation with Taobao in 2020, as the popular platform signed only a 1 year contract with the e-commerce giant, and the possibility that Douyin will launch its own e-commerce platform has not yet been ruled out.

It will be interesting to see how JD.com will fight the competition in the coming year, after a rather tough 2019..

The new social media platform by Weibo “Luzhou” was launched very recently, and could potentially be a competitor of Xiaohongshu.

Brands shall also keep in mind that video content and live streaming could be the most important trend for e-commerce sales in 2020.

Another trend to keep in mind is emerging entertainment platforms such as BiliBili that can be an excellent source of traffic for e-commerce channels, such as WeChat Store or Tmall, as the fan base of these platforms is extremely loyal to brands and KOLs.

CRM is another crucial tool to leverage in 2020. More and more brands are growing their consumer base though the existing consumer base by keeping track and close contact with consumers. CRM systems integrated to the WeChat marketing platform (such as WeChat Work) is the key to keep up with the changes and a convenient tool to update your customers on any news and notifications.

These new types of consumer are becoming more discerning. They do their own research so as to avoid being tricked, and they take into consideration emotional elements which can strongly affect their buying decisions.

But before implementing new strategic actions for your company you must ask yourself how important the Chinese market is for your company?If it’s really important, first of all it is essential to have a presence all the APPs Chinese consumers use on a daily basis, especially WeChat.

The challenge will not be whether or not you can enter the Chinese market, it will be: Can you maintain a leading position in China in the long term?

Solution

Want to drive traffic to your WeChat store and create a strong brand awareness within Chinese consumers? Ask us how!  

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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. 

Weidian is often described as the “Shopify” of China. With over 80 million stores on its platform, its simplistic design makes it very popular. Weidian is easily accessible on mobile phones and uses convenient payment methods such as Wechat, Alipay and Union pay. In the Chinese market, its biggest competitor is Taobao.

What is Weidian?

Weidian is often described as the “Shopify” of China. With over 80 million stores on its platform, its simplistic design makes it very popular. Weidian is easily accessible on mobile phones and uses convenient payment methods such as Wechat, Alipay and Union pay. In the Chinese market, its biggest competitor is Taobao.

Weidian is one of China’s biggest online stores and can be easily accessed via WeChat. Weidian is an e-commerce platform that allows entrepreneurs to set up a mobile store.

A lot of foreign businesses tend to wrongly assume that WeChat provides a function to set up a “WeChat Store”. However, WeChat only allows e-commerce web pages to be opened on their internal browser.  There is also confusion around Tencent (parent company of WeChat), as many people believe that it owns Weidian, but it doesn’t.

Wechat (Weixin is the Chinese name) and Weidian have very similar names which often causes Chinese customers to assume that they’re the same company. Although Weidian is mainly accessed through WeChat.  Wechat has over one billion monthly active users and is the most popular app for Chinese people to use.

Why choose Weidian?

A lot of international brands tend to focus on the more popular retail platforms, such as Tmall. However, these platforms require a lot of attention, investment and administration. As a result of this, foreign brands eventually start looking for other online e-commerce platforms to sell on.

WeChat is widely used across China and a lot of people access various e-commerce pages through WeChat.

There are a number of ways a brand’s online store can be accessed via WeChat.  For example, a company could create a customised mini-program (your own App dedicated to WeChat e-commerce), optimise their own website to fit the WeChat mobile version, or they could instead create a listing on one of WeChat’s friendly e-commerce platforms, such as Weidian.

Weidian’s main advantage is that it is free to use.

Other advantages of Weidian are:

• It’s simple to use
• Minimum documents are required
• Its ability to sell cross-border
• Integrated local payments and logistics
• Customer reviews

Although Weidian is not the only platform that is easily accessed through WeChat’s e-commerce pages, it’s currently the only free option for businesses.

How to set up a Weidian store via Wedian Managers app?

Step 1 – Weidian Managers App

First, download and install the Wedian Manage app. If you are already a user on WeChat you can register for the Weidian app through there. It will then ask you to register with your personal information on WeChat or via the browser’s back-office.

Step 2 –  Choosing your Weidian shop

Anyone can open a shop on Weidian, even without having products set up. As seen in the picture below, users can choose from one of the five options. The shop will be optimised depending on how you choose to list your business. The store can be used as a place to sell your products, to a platform for customers to buy and communicate on. Weidian is also great for those who have offline stores and want to expand their sales online, and also for influencers that are interested in monetising their traffic.

After registration, your shop’s dashboard will look like this (see below). On the dashboard, you can see how many people have visited the shop, how many orders you have, and any customer issues. It’s a great way to monitor your shop.

Step 3 – Linking your bank account to Weidian

The option to link your bank account can be found in the Weidian app in the “收入” (Revenue) section. You must click on “绑定银行卡” (Link Bank card). Weidian supports only Chinese bank accounts.

Here are the account settings translated below:

Step 4 – Setting up the design of your Weidian shop

Making your online store to look appealing, is half the battle when it comes to e-commerce sales. There are a lot of things that need to be customised in order for it to appeal to both the Chinese and expat customers in China. We advise that your Weidian shop has the following:

• A simple product gallery
• A short description
• Some information about materials used

Step 5 – How to add a product to your shop

Click on the “Product Management” (商品管理) section and then click on the blue “Add a product” (添加商品) button. From there you should add the product picture/ video and fill in the product information.

Step 6 – Get ready to sell.

When your product has been added, you’re ready to sell on Weidian!

How brands use Weidian:

From cross-border to local sales, brand owners and traders are getting creative with Weidian. In fact, the platform is so convenient to use for both the seller and the buyer, that it has become one of the favourites on the market for free solutions. Below are a few examples of different Weidian store owners.

Who sells on Weidian in 2019?

Weidian is a platform for start-ups, new brands and new importers who don’t have the time or means to put investment into building a brand-new customised platform. Weidian is a popular option for up-and-coming creative brands, local factories, agricultural productions and KOL stores.

Other options: WeChat mini programs.

Mini programs are apps that are specifically created for the WeChat ecosystem. Creating a mini program is a great option for brands to engage with their customers. Mini programs are not just used for e-commerce, but also for branding, games and other creative marketing tactics. However, a mini program could cost as much or if not more, than a branded website.

A lot of companies will create a WeChat mini-program with the purpose to sell online. There are 2.3 million mini-programs on the market and 18% of those are dedicated to e-commerce. In 2018, the most common applications used through mini programs were e-commerce and daily services. Our data is provided by aldzs.

If you’d like to learn more about Weidian or about Wechat mini programs, then please get in touch. We will be delighted to provide support and help you understand the Chinese digital eco-system!

One of the very first questions a marketer may ask when executing a campaign is, how can we increase sales from our social media activities – especially the ones with our KOL partnerships? In fact, understanding Chinese social media and the e-commerce world is not only important for ongoing marketing activities, but also for marketing strategies.

One of the first questions a marketer may ask when executing a campaign is, how can we increase sales from our social media activities – especially the ones with our KOL partnerships? In fact, understanding Chinese social media and the e-commerce world is not only important for ongoing marketing activities, but also for marketing strategies.

Here are a few things to consider when linking Chinese social media to e-commerce platforms in China.

Will Chinese consumers trust your brand if you are on Taobao, or should you invest in a Tmall store? Is the JD.com audience enough to achieve your first 3-5 years sales plan or should you introduce your brand to a new market? Should your brand be on RED/Xiaohongshu, or is that only for a cross-boarder operation? And most importantly, how can a brand import traffic and sales to those channels, and what Chinese social media platform matches what e-commerce?

Linking Weibo with e-commerce platforms in China

Weibo is one of the oldest and most popular Chinese social media platforms and is commonly compared with Twitter, although Weibo is a much more developed and complex digital ecosystem.

Some of the challenges when linking Weibo with e-commerce platforms in China:

1. Weibo is a pay to play platform, so brands or individuals must buy target advertising in order for their commercial content to be found (even by its own followers)
2. Weibo is mostly used for news, humour and leisure.  However, the general audience rarely visit brand pages – even if they are following them
3. KOL marketing on Weibo can be challenging because it’s an easy platform to buy fake followers on, and 75-85% of its influencers do so
4. Another reason KOL marketing on Weibo is challenging is due to Weibo charging an extra fee when publishing commercial content

Nonetheless, Weibo is still one of the main platforms in the Chinese social media world due to modern buzz and engagement.

Some of the benefits of using Weibo:

1. Targeting is quite precise on Weibo and audiences ages vary from 14 to 60. Weibo is great to use for tailored campaigns.
2. Weibo covers most topics and industries unlike other social media platforms who have more of a targeted audience
3. Weibo is great for brand awareness campaigns and sales generation

Linking: Weibo works best with Taobao and Yizhibo, JD via Taobao

Find more information about the benefits of Weibo here.

Linking WeChat with e-commerce platforms in China

WeChat is a champion when it comes to online popularity as the social platform has almost 1.8 billion active users. However, WeChat is a closed digital ecosystem and it involves a lot of effort and money to get successful brand results

Challenges to consider when linking WeChat with e-commerce platforms:

1. Advertising on WeChat can be expensive, with a campaign’s minimum budget (moments ad) of 50K RMB (7K USD).  There are, however, other “less fancy” ad options
2. It takes time to master the design basics because the content standard for each WeChat post is quite long
3. There are only 2 options when setting up a WeChat account, and one of those limits publications to only 4 per month, whilst the other option means that the publication is unlikely to be so widely read

Consequently, WeChat is a widely popular platform used by mostly everyone with a smartphone.  Shopping on WeChat is now as common as shopping on Taobao.

The positives of linking WeChat with e-commerce platforms:

1. Targeting is very precise (even a mobile device and model can be taken into the equation)
2. Variety of different ad options for every product and budget (smaller budget equals less visible), as well as an option to create a CPS type of campaign
3. E-commerce click through rates are much higher compared to Weibo (10% on WeChat, and 1,5% on Weibo)

Linking: Wechat supports links to your mobile site, your independent app, mini program, JD.com, pingduoduo, Weidman.

Linking TikTok (Douyin) with e-commerce platforms in China

TikTok is another popular social media platform with almost as many users as WeChat. It is a relatively new app for short video user-generated content.  Whilst numerous brands use this app for marketing purposes, it is not always relevant to every company for these reasons:

1. The general audience is quite young (15-25 years old)
2. The platform only supports video format

However, the positives of linking TikTok with e-commerce platforms are:

1. Audience from tier one and tier two cities
2. Endless creative possibilities for campaigns
3. Higher engagement levels of the follower base

Linking: TikTok is linked with toutiao’s jinritemai, Taobao, physical location/store via a map.

Linking RED (Xiaohongshu/ Little red book) with e-commerce platforms in China

Xiaohongshu is the app for cross-border businesses with 30 million monthly active users. Since Red is a social media app that has its own market, it does not link to any other shopping platforms, but it does link to other social media platforms.

The challenges when linking Xiaohongshu/ RED with e-commerce platforms:

1. Targeted for mainly cosmetics and fashion, Red is not a relevant platform for lots of products and services. The top categories are apparel, skincare, makeup, health supplements, furniture, FMCG.
2. Content is mainly user-generated, in the form of a product review
3. High commissions from the platform side
4. Red charges extra for KOL activity

On the other hand, Red is still considered one of the best digital platforms for marketers and brands, here is why:

1. Red is a top brand name research tool of China’s social media
2. There is a high level of trust with consumers and it has the highest e-commerce click through rate (5%)
3. Most affordable KOL marketing platform
4. Mainly meant for cross-boarded, it is a great place to start a brand’s journey in China

Linking: miaopai

Full RED guide can be found here:

How to Register a Store on Xiaohongshu in 2021 – HI-COM

For more information about social media in China, please get in touch with us. Our marketing team will be delighted to hear from you.

Social media strategy is something you cannot easily set up alone. In China’s mobile phone dominant social media market, managing Chinese accounts for foreign brands is becoming more and more difficult. Not only do you need to pay attention to trends, content styles, and creative ideas for different types of social media platforms, each one has it’s own analytics and data processing tools. Mastering your Chinese social media skills is therefore crucial for branding and community management in China.

Social media strategy for foreign brands

Before you even start choosing what platform to register your brand with, think about your goals. Let’s say you attracted 100k people with your first post; that’s great, but what’s next? How will you go about acquisition and sales? Will you need to provide a local payment service? Should you localize your website to Chinese, or lead shoppers to a local online retailer? Your Social media strategy starts with answering these important questions.

Ideally, your brand will have all the digital marketing tools ready to reach your target Chinese audience. Localizing your website for the Chinese market will also require Baidu SEO optimization and possibly, some PPC activity (at least for your brand name keywords). Don’t forget about UX – Chinese consumers don’t like to look for ways to buy products – the whole process shall contain 3 clicks or less. And no, Paypal is not popular in China. But these are just some elements of your Social media strategy.

First steps in your Social media strategy implementation

When choosing how to start working on your Social media strategy, always go with the simplest solution. What is available to you today? If all your international content is created with videos, don’t start with WeChat, as Youku (Chinese video platform similar to Youtube) is the main video publisher in China.

Check if your company license is legally valid for opening a Chinese social media account. Unfortunately, if you want to have an official account, you will need to provide official documents, including the ID of your Social media manager, who will be legally responsible for your content.

Registering Chinese social media account with a foreign business licence

Since 2018, WeChat has provided a way for foreign brands to register an official account by using foreign company licenses and foreign IDs, but this will limit your WeChat payment solution (liquidate it). To enjoy WeChat’s full force, it is recommended to register an account with your supporting Chinese documents, or documents of your partners/agents. To see more details please check WeChat registration page.

Weibo has similar rules, but the foreign company registration fees are as high as 1,000-2,000 USD per account depending on your location, and requires up to 3 weeks of registration time.

Overseas Enterprise Weibo Account Verification list of documents: 

1. Company Registration Documents with certified Chinese translation copy. The Company’s seal or legal person’s signature should be included.
   
2. Application letter and third party authorization letter. The Company’s seal or legal person’s signature should be included.
3. Operations person/team contact information. Note: There will be a verification service charge which may vary by country or region.

If you wish to proceed with your application and need help, just drop us a line!

Other platforms such as Dazhong Dianping, have different solutions for foreign brands; some have representative offices in foreign locations that handle listings and account management.

Choose one platform at a time. It is better to do one well, than do several badly. To achieve this, learn the audience demographic and preferences of each platform. To check the details of each platform please check out this article.

Localizing your content for Chinese social media platforms

The next step in your Chinese social media journey is publishing. Before jumping into translating your western social media posts, do some research on the hot topics and trends in China. Just like in the West, people in China are always chasing new and interesting content.

This is important so you don’t waste time and money on content that will be useless for the local market. Also, think about creating content just for the Chinese audience, even if it’s filming/interviewing your Chinese guests buying your products in European locations.

Localizing your social media campaigns can be extremely useful, but make sure it is handled by a professional, since the Chinese e-world has its own language (internet slang).

And finally, you need to consider creating tailor-made content especially for Chinese market – something unique and emotional that will speak to your audience. Taking a local approach, using HTML5 supportive templates, and following the local trends should be seen as priority tasks for a brand’s content production.

Social media planning

Just like your western platforms, Chinese social media should be organized. Creating your social media editorial plan will help you a lot, not only to organize your publications but also to prepare for events in the future. Visualizing your communications this way will help your team to adjust and fix things as you go, since at the very beginning you might miss some big dates in your industry. Since Chinese e-commerce giants are constantly creating new shopping festivals, you need to be prepared for sudden changes in your publishing schedule. There are planning solutions tailored for China market, such as Kawo.

Chinese Social Media Analytics and Targeting

Just like on Facebook and Linkedin, most Chinese Social media platforms try to monetise their business via ad managers. Weibo even goes one step further and sells your data analytics back to you! The free version only covers the data from the last 30 days.

Wechat has quite a strong data processing approach, which will help you to analyse in detail your audience demographics, your posts behaviour, your menu analytics etc.

WeChat: for more information on how to create target ads please click here.

Dianping: for more information about how to manage your back office in English please click here.

Weibo: for more information about how to use Weibo please click here.

You won’t be able to achieve any ROI if you don’t have a Chinese social media strategy

The most important thing for foreign brands entering China is a clear Social media strategy. If you think posting here and there few times a week will bring you instant fame and millions of sales, then it’s highly unlikely things will work out. If you are a famous brand – your products are already selling in China, whether you know it or not. But if you are a small or unknown brand – there may be no one out there waiting for you in China, and you will have to fight for every like, click and sale just like in other markets.

Decide exactly what you want to achieve, make sure it is realistically achievable, and set up your time frame and budget. Despite the common belief, the Chinese market is not a “magical” place where brands sell out stock in seconds. Yes, it does happen, but not without months of preparation, hundreds of people involved, and huge budgets.

The best way to measure your social media campaign is not by engagement levels, but by conversion. You can buy tons of traffic coming to your platform, but still have zero conversions. Especially, with the fact that more that 30% of all social media traffic is not authentic.

If you don’t know China, the way people live, interact and shop, make sure you look for some professional advice. Your first priority should be focused on setting up a strategy that will work on the Chinese market. It is ok if the logic is not the same as in your other locations; the only thing that matters is that it has to work in China! Brands who are not flexible in China, often end up failing there.

Is your information legal?

Since 2015, Chinese authorities have been getting stricter about what can be published online with the intrusion of advertising or selling. Our Guide to Advertising in China covers the areas you should be paying attention to when working on marketing copy, product descriptions or websites. You can also find information about the penalties issued in the event of an infraction.