The Chinese New Year, also known as the Spring Festival, is one of the most significant events of the year in China and across Asia.

In 2025, we will enter the Year of the Snake, a powerful symbol of wisdom, intuition, and transformation.

For brands operating in China, this occasion is a golden opportunity to create engagement, enhance their storytelling, and tailor their communication strategies to a Chinese audience that is particularly receptive to cultural traditions.

The Year of the Snake: A Symbol of Luxury and Mystery

In Chinese astrology, the Snake is often associated with intelligence, strategy, and an air of mysterious elegance. Unlike the sometimes negative perception of snakes in Western cultures, in China, they are seen as noble and powerful creatures, often linked to success and adaptability.

The Snake also symbolizes refinement and charisma, making it a perfect emblem for luxury brands and high jewelry, which emphasize timeless elegance and sophistication.

Chinese New Year: Key Marketing Strategies for 2025

Launch Exclusive Snake-Inspired Collections

Brands can leverage the Year of the Snake by introducing limited-edition products that incorporate the traits and symbolism of this Chinese zodiac sign.

Customization for the Year of the Snake:

Fashion & Accessories: Incorporate serpentine motifs, scale-like textures, or snake-inspired patterns to evoke elegance and mystery. Handbags, jewelry, or apparel featuring sophisticated, sleek designs can captivate audiences.

Cosmetics: Offer packaging in lucky colors (red and gold) with subtle snake motifs or themes centered on transformation and inner beauty.

Technology: Release special-edition gadgets, such as smartphones or headphones, with symbolic snake designs highlighting wisdom and adaptability.

Storytelling Aligned with the Snake’s Traits

Crafting narratives that align the values of the Snake with those of the brand can attract consumers seeking a personalized and meaningful connection.

Customization for the Year of the Snake:

• Wisdom & Transformation: Personal development, education, and wellness brands can promote campaigns centered on intelligence, strategy, and personal growth.
• Strategic Adaptability: Financial services and tech companies can use the Snake’s metaphor to symbolize strategy, flexibility, and resilience in their messaging.

Interactive and Personalized Social Media Content

With Chinese consumers being highly engaged on social networks like WeChat, Douyin (TikTok in China), Xiaohongshu (RedNote), and Weibo, brands should leverage these platforms to create immersive experiences.

Customization for the Year of the Snake:

• Astrology-Based Interactive Quizzes: Allow users to discover how their zodiac sign interacts with the Snake and recommend related products or services.
• AR Filters & Effects: Create augmented reality (AR) filters that let users add serpentine accessories, crowns, or textures to their selfies or videos.

Luxury Packaging & Immersive Customer Experiences

Zodiac-inspired packaging and in-store experiences are powerful tools to attract and retain customers.

Customization for the Year of the Snake:

• Premium Packaging: Introduce high-end embossed designs resembling snake scales, using refined colors such as jade green and gold.
• Exclusive Themed Events: Organize calligraphy workshops, astrology readings, or special design sessions in flagship stores to deepen customer engagement.

Gamification & Exclusive Promotions

• Interactive Games: Develop a mobile game where users embody a wise and strategic Snake, overcoming challenges to win rewards or special offers.
• “Astrological” Promotions: Offer discounts or exclusive gifts based on the customer’s Chinese zodiac sign and its compatibility with the Snake.
• Collaborations with Local Artists: Work with Chinese designers to create limited-edition artwork and visuals celebrating the Snake’s elegance.

The Best Chinese New Year Campaigns 2024

Luxury brands compete in ingenuity to win over the Chinese market during the New Year. In 2024, some campaigns made a particular impact, combining cultural storytelling and innovative strategies.

Louis Vuitton: an artistic tribute to Chinese traditions

To celebrate the Year of the Dragon, Louis Vuitton installed five monumental golden dragon sculptures in its flagship stores in Beijing, Shanghai and Chengdu. Created by Chinese craftsmen, these works have enabled the brand to reinforce its cultural roots and local commitment. The visual and immersive storytelling generated strong interaction on WeChat and Xiaohongshu, underlining the importance of an authentic and artistic approach.

Gucci x Disney: a playful and strategic collaboration

Gucci teamed up with Disney for an exclusive collection dedicated to the Year of the Rat, featuring Mickey Mouse. Photographed in the enchanted world of Disneyland, the campaign fused Western popular culture with Chinese traditions, appealing to a young, hip audience. By integrating iconic motifs into its collections and playing on nostalgia, Gucci was able to create a strong emotional bond with its Chinese consumers.

Lesson for 2025: Focus on a Cultural and Immersive Approach

These campaigns show that to successfully market Chinese New Year 2025, brands need to go beyond traditional symbols and offer immersive, interactive and meaningful experiences. Authenticity, strong storytelling and digital engagement will be the keys to a successful campaign for the Year of the Snake.

Relevant emotional and cultural positioning

Marketing in China relies on alignment with the local culture. To avoid the trap of opportunistic marketing, it’s essential to integrate cultural references in a subtle and authentic way.

Concrete actions to take

• Don’t limit yourself to the obvious visual codes (red & gold), but explore the values associated with the Snake: wisdom, intuition, transformation.
• Tell an inspiring story: Why does your brand embody the spirit of the Snake? How does the Snake symbolize your product?
• Rely on local experts: Work with Chinese designers or astrological historians to ensure a credible narrative.

Luxury Brands & The Year of the Snake: How to Capitalize on This Opportunity?

Emotional & Cultural Positioning

Success in China depends on how well brands align with local culture. To avoid opportunistic marketing, it is crucial to integrate cultural references subtly and authentically.

Key Marketing Actions:

Go beyond the obvious visuals (red & gold) and explore the deeper values of the Snake: wisdom, intuition, transformation.
Tell an inspiring story: Why does your brand embody the spirit of the Snake? How does the Snake reflect your product’s uniqueness?
Leverage local expertise: Collaborate with Chinese designers, historians, and astrologers to create an authentic and compelling brand narrative.

Bulgari could introduce a customization service for its Serpenti collection, where customers select gemstones corresponding to their Chinese zodiac sign to create a one-of-a-kind piece.

For Cartier or Bulgari:

Both brands could build a storytelling campaign centered on the Snake as a symbol of transformation, highlighting personal evolution and renewal, which resonates strongly with China’s younger luxury consumers.

Cartier could also collaborate with a WeChat influencer to launch a video series exploring “The Secrets of the Snake in High Jewelry,” blending education with subtle product promotion.

Limited-Edition Strategy & Exclusivity Tactics : 

To enhance the desirability of these special collections, brands can create an aura of exclusivity:

• Limited Availability: Restrict the collection to flagship stores in strategic cities such as Shanghai, Beijing, and Hong Kong.
• VIP Experiences: Host private events where customers unveil their jewelry through an immersive ceremony featuring calligraphy and traditional Chinese tea rituals.
• Numbered Pieces & Collector’s Boxes: Engrave personalized markings on each item to appeal to collectors and reinforce the feeling of exclusivity.

Digital Campaigns & Storytelling

Brands should craft compelling narratives around the Snake, highlighting its qualities and aligning them with their brand identity.

• WeChat & RedNote: Create interactive mini-programs or social media campaigns where customers explore their Chinese zodiac sign and its connection to the Snake.
• Douyin & Weibo: Collaborate with KOLs (Key Opinion Leaders) to share stories about the Snake’s symbolism in luxury and brand heritage.

️ Personalized Customer Experience & Brand Engagement

Luxury brands should focus on tailored experiences and VIP services for loyal customers during this festive period.

• Premium Packaging & Personalized Gifts with Snake-themed motifs.
• Exclusive In-Store Activations: Live calligraphy demonstrations and art workshops inspired by the Snake’s symbolism.

How Can Brands Leverage the Year of the Snake?

Unlike more festive zodiac signs (such as the Dragon or the Tiger), the Snake embodies discretion, refinement, and strategic thinking, which aligns perfectly with luxury brand values.

Brands that embrace the Snake’s aura of mystery and elegance will establish a deep emotional connection with their Chinese audience.

By intelligently integrating the Snake’s symbolism into marketing campaigns, brands can transform 2025 into a powerful year for storytelling, differentiation, and customer loyalty.

How do you envision integrating the Snake into your marketing strategy?

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

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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

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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

China’s consumer market is now the second largest in the world, with retail sales amounting to 47.1 trillion yuan in 2023. With the recent global economic slowdown, the Chinese government has been persistent in their efforts to increase domestic consumption across the country, with the July 2024 Politburo meeting specifically emphasising the goal of promoting domestic demand.

To take advantage of China’s dynamic consumer markets in 2024, companies must understand the latest trends in China’s fast paced marketing environment and how to tailor them to their marketing strategies.

Chinese Marketing Trends of 2024

As a global technological powerhouse, China leads the world in adoption of cutting-edge technology. Earlier in the decade, we saw China revolutionize marketing with livestream sales techniques. With the boom in new technologies and a new economic reality setting in across the world, China is once again at the forefront of global marketing trends.

Smarter Marketing with Artificial Intelligence

The Chinese government has led the way in encouraging AI technological development and adoption across all sectors of the Chinese market. This top-down support, along with rapid improvements in AI technology in China, has translated into Chinese businesses leading the world in adoption of AI technologies in their operations, according to a 2024 survey by Coleman Parks.

The top use case for AI in marketing has been in big data analysis. Brands and platforms are now using AI to create content tags for products and personalized recommendations for consumers based on consumer profiles. Major brands such as L’Oréal, Perfect Diary, and Luckin Coffee have all integrated AI consumer profile analysis in their China operations to create personalized recommendations, entertainment, and promotions based on customers’ previous orders.

Many brands and platforms in China have also leveraged AI to free up costs in areas like sales and customer service. With AI chatbots and AI voice recognition, brands and platforms can reduce their reliance on human labor when providing customer service. AI has also proven effective in livestream sales, allowing platforms like JD.com to create around-the-clock livestreams.

DingTalk’s AI-driven search feature

A great example of AI enhancing marketing efficiency is DingTalk’s AI-driven search feature, unveiled at the Make 2024 DingTalk Ecosystem Conference. DingTalk opened its platform to large AI model vendors to build China’s most open AI ecosystem. With the launch of version 7.6, they introduced a new AI search tool that intelligently consolidates fragmented work information into a structured knowledge network. This tool transforms how data is processed, organizing it around key relationships and tasks, and helping users quickly find relevant information. This approach improves productivity by simplifying complex data into more actionable insights, showcasing how AI can streamline and optimize marketing processes.

But more than just efficiency, AI is also used in marketing campaign as an innovative way to connect with an audience.

iFLYTEK’s AI Campaign

In 2024, iFLYTEK’s Qixi Festival campaign showcased how AI is transforming marketing by adding a personal touch to storytelling. Using their Spark AI model, they took old photos of people’s parents and used AI to create a heartfelt poem called “Parents’ Love,” narrating their love stories in a way that felt nostalgic and intimate. While AI helped shape the narrative, the campaign emphasized that true love is something AI can never replace. This highlights how AI is now being used to craft more personal and emotionally engaging marketing experiences.

Immersive Marketing with VR and AR

The market for virtual reality (VR) and augmented reality (AR) in China is expected to reach 8.2 billion USD by the end of 2024. The country is also leading the world in investment into research and development for the technology. While AR and VR marketing has found its most successful use case in real estate marketing, the technology has also seen rapid adoption by consumer brands across China.

China’s major ecommerce platforms Alibaba and JD.com have both launched VR and AR shopping experiences, with Alibaba’s Buy+ and JD.com’s JD VR. These VR and AR enabled shopping experiences allow for full 360-degree views of products, furniture placement via AR, and virtual try-ons. There are also plans for these platforms to enable the purchase of goods using VR equipment on the horizon.

AR and VR is gaining popularity in cosmetic and makeup marketing, with platforms like JD VR and brands such as L’Oréal leveraging the technology to enable customers to virtually test makeup before purchase. In the realm of luxury fashion, brands like Louis Vuitton, Gucci, and Cartier have tapped AR and VR technology to enable virtual try-ons, immersive VR showrooms, and digital flagship stores to engage China’s new generation of tech savvy consumers.

Even schools are innovating with Virtual Reality and Augmented Reality : Shenzhen University

Shenzhen University took a creative approach to their admission letters by introducing the “Shenzhen University VR Box.” Along with the traditional admission letter, students received a DIY VR headset. Using a specially designed app, students could access immersive VR content that included a virtual tour of the university, detailed campus maps, and useful information about the school’s facilities and resources. This blend of AR/VR technology turned the simple act of receiving an admission letter into an interactive experience, showcasing how immersive tech can enhance engagement in marketing.

Granular Consumer Targeting with Personalization

As the Chinese market matures and new technologies enable more granular targeting of consumers, personalized marketing has emerged as a key trend in 2024, especially for reaching China’s newest cohort of consumers, Gen Z.

Personalization is especially important for marketing in the luxury sector in China. For example, Longchamp has begun offering bespoke custom-made bags via WeChat Mini Programs. IPSA, a brand under Shiseido, launched the IPSA Ultimate Me Cream in Shanghai’s Lujiazhui district, creating personalized skincare products based on data from on-site skin analysis.

Even subways in China have tapped into personalization marketing. The Guangzhou Metro launched a successful initiative offering billboard space in their metro stations for personalized ads from metro goers. It has seen young people to rent out metro billboard space for everything from dating ads to birthday posters for their friends.

Rise of Price Consciousness in Young Chinese Consumers

As China’s economic growth stagnates and young Chinese become increasingly uncertain about their future economic prospects, there has been a rise in price consciousness amongst Chinese consumers. Even so, China still retains the highest levels of consumer confidence in the world.

According to Bain and Company, the effects of this rising price consciousness diverges across product categories. Products in health and wellness that have experienced innovation have been able to take advantage of “trading-up”, with home care, packaged foods, and beverages seeing an increase in growth, driven by increased demand for healthier food and beverage options. With increasing competition from domestic brands offering better value for the price, the personal care product category has seen a decrease in growth.

Geographically, tier two cities have also seen significant growth in population, with 8 million new residents over the past four years. This has resulted in an increase in sales volume across product categories in tier two cities despite stagnating growth in the more developed tier one cities.

Chinese Digital Marketing Strategies for 2024

China has the world’s largest population of internet users, with over 1.1 billion people online out of a population of 1.4 billion. Uniquely, China’s internet users by and large access the internet via mobile as opposed via computers. In addition, China’s digital ecosystem is highly localized, as foreign platforms are kept out by China’s great firewall. These unique factors make digital marketing in China for foreign businesses challenging but at the same time extremely rewarding.

Marketing Research

As is the case in any market, crafting the perfect marketing strategy in China begins with thoroughly understanding your product category and target consumer groups.

The Chinese market is diverse, with major differences between regions and consumer groups. It will be important to conduct consumer research via interviews, surveys, focus groups, and consumer observation to get a feel for what different consumer groups in China desire from your product category. Look towards top brands in your product category and conduct competitor analysis when setting benchmarks for both marketing campaigns and product pricing.

With its rapid adoption of new technologies and penchant for setting marketing trends, the Chinese market is notorious for being extremely fast paced. For foreign brands breaking into China, having an experienced on-the-ground localization consultancy team like HI-COM to navigate the country’s marketing dynamics will greatly improve the success rate of marketing campaigns in China.

Localization

Because of China’s unique digital ecosystem and distinct cultural norms, brand localization is essential for any foreign business breaking into the Chinese market. For most businesses, localization will require comprehensive website localization and content localization, which requires not only translation of copy material but also transcreation of things like brand names and slogans to suit the local context.

Brand Awareness

With digital marketing, your brand e-reputation is of utmost importance. Building brand awareness online will require a comprehensive marketing campaign to localize your brand within the Chinese market. This could include working with influencers or KOLs to spread brand awareness, conducting product seeding to KOCs to build brand trust, launching PR campaigns with relevant media outlets to build brand recognition, implementing SEO for Chinese platforms to localize your website, and building a social media presence to engage audiences.

Social Media Marketing

Chinese social media platforms were the earliest to successfully integrate ecommerce functionality, giving rise to the trend of social ecommerce. In China, social media marketing is now word-of-mouth marketing updated to the digital age. As Chinese consumers average 30 hours a week on the web, building positive buzz around your brand online is essential in any Chinese digital marketing campaign. With so many social media platforms in China, it is important to invest time in finding the right social media platform for your brand to build a presence on to maximize ROI for your marketing campaigns.

WeChat Marketing

It is hard to overstate the ubiquity of WeChat in Chinese daily life. There are over one billion WeChat users in China, almost at parity with the country’s number of internet users.

Over the last few years, WeChat has emerged as the world’s first super-app, spearheading the super-app trend within China’s digital ecosystem. For brands, WeChat Official Accounts remains one of the best ways to conduct your brand’s official communication with consumers. WeChat Official Accounts integrates with WeChat’s wider Mini Program ecosystem and WeChat Pay functionality, offering a plethora of marketing strategies and advertising tools for brands to market on WeChat.

Short Video Marketing (Douyin)

Douyin, the Chinese counterpart to Tik Tok, is the second largest social media platform after WeChat. While primarily a short video platform, it also supports livestreaming. Like other social media platforms in China, Douyin has its own native ecommerce platform built in, allowing for social ecommerce marketing. Compared to Tik Tok, Douyin’s ecommerce functionality is much more robust, supporting livestream sales and click-to-buy.

Because of its dominance, especially amongst the younger cohort of Chinese consumers, Douyin has become an important outlet for brands conducting digital marketing campaigns. This can take the form of short video content or marketing campaigns focused on UGC (user generated content).

With the 2021 launch of Douyin Global Shopping, Douyin has also become an increasingly attractive platform for international brands looking to sell cross-border to Chinese consumers.

Recommendation Marketing (Xiaohongshu/RED)

One of the newest entrants to China’s digital marketing space is Xiaohongshu, also known as RED. Xiaohongshu originally emerged as a product review platform for Chinese shoppers with a focus on fashion and beauty, resulting in its core audience consisting of affluent Gen Z women. In recent years, Xiaohongshu has drawn comparisons to Instagram.

While Xiaohongshu, like other Chinese social media platforms, has integrated fully-fledged ecommerce functionality into the platform, it is best known for being a platform where users go to share product recommendations and product reviews. As such, marketing strategies for Xiaohongshu revolve around engaging KOCs (Key Opinion Consumers) to build organic and grassroots buzz around your brand and products.

Video / IP Marketing

While short video marketing for brands is mainly concentrated on short video platforms like Douyin, Xiaohongshu, and Kuaishou, there is still space for traditional video marketing in the Chinese market. Brands can engage in cross industry collaborations and IP marketing by working with popular TV shows, movies, and celebrities.

A great example of how to use IP marketing is Luckin Coffee’s recent tie-in with the game “Black Myth: Wukong.” In August 2024, they launched a special “Black Myth: Wukong Americano” and gave away cool perks like a 3D poster and custom cup sleeves. This move was all about tapping into the game’s hype to draw in new customers, especially guys who are fans of the game. Although they had some tech glitches on launch day that frustrated a few customers, the partnership really showed how joining forces with a popular IP can grab attention and drive sales. It’s a reminder that while IP collaborations can give your brand a big boost, you’ve also got to be ready to handle any hiccups to keep customers happy and make the most of the buzz.

Marketing via Forums

Zhihu is the Chinese counterpart to Quora while Baidu Tieba is considered the Chinese counterpart to Reddit. These forum-based platforms are predominantly frequented by China’s white-collar workers. By establishing brand presence on these platforms, brands and businesses, especially in the B2B space, can demonstrate their expertise and build brand trust in China.

Baidu SEO

With Google blocked in China, Baidu is the search engine of choice for most people in China. It’s important for businesses in China to understand that Baidu SEO is significantly different from Google SEO. To increase your website ranking on Baidu search, businesses must fully localize their website and keep up to date on Baidu SEO trends.

Influencer Marketing

In the Chinese marketing world, influencers are known as KOLs, or Key Opinion Leaders. Last year in 2023, the market size for KOL marketing in China reached 100 billion yuan. As the digital sphere has created silos of content consumption, KOL marketing in China allows for marketers to more effectively reach consumers via a trusted authority figure within target interest niches. For businesses to successfully leverage KOL marketing, they will need to understand the different types of KOLs and how they fit within a brand’s overall digital marketing campaign.

Livestream Sales

The concept of livestream sales was perfected in China before the turn of the decade on platforms such as Taobao and Douyin. The success of livestream selling comes from the model combining immediacy, entertainment, product showcasing, and interactivity. Reaching nearly 5 trillion RMB in 2023, livestream sales has become an indispensable marketing strategy for consumer brands.

Niche Marketing

As the Chinese market becomes increasingly competitive, finding the right market niche for your product has become an important strategy in building a strong consumer base. Marketing on niche platforms with communities that resonate with your product niche and brand values is emerging as a new trend for businesses looking to break into the Chinese market.

Chinese Offline Marketing Strategies for 2024

While digital marketing reigns supreme in sheer scale of reach for the Chinese market, offline marketing remains the best way to build trust in your business and brand on a personal level.

Exhibitions

For B2B businesses, trade shows and exhibitions remain an important avenue to attract clients. The ability to meet clients face to face allows you to build stronger interpersonal connections, or 关系 guanxi, an important aspect of Chinese business culture.

Popups

For brands in the consumer product space, popup events represent an effective way to attract younger consumers via the allure of exclusivity. Oftentimes in China, popup events are held within malls or in collaboration with trendy stores in high-foot traffic areas of major cities. Pop up events allow for brands to build hype around their product while creating an environment for their consumers to form in person connections.

Community Outreach

While building communities online is a major aspect of a brand’s digital marketing strategy, offline community outreach can solidify brand trust. For brands operating in more niche and specialized industries, community outreach can take the form of organizing in-person events with industry experts to build brand trust with an offline community.

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

HI-COM is a digital marketing agency that provides businesses around the world 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!

For anyone working in the Chinese marketing industry, or anyone looking to enter the market, the term KOL (Key Opinion Leader) will pop up in virtually every other conversation. More commonly known as ‘influencers’ internationally, KOLs are individuals who command sizeable followings on social media and can use those followings to help brands gain exposure, or directly sell products.

According to E-marketer, spending on China’s shopping apps reached 1.53 trillion US Dollars!

So in 2025, it’s not just Weibo and WeChat influencers who have much work to do – it’s also influencers from mobile apps such as Douyin (Chinese Tiktok), Weitao (Blogging site of Taobao), and Red (Xiaohongshu) who may not have a Weibo or WeChat account, who will be greatly involved in the promotional campaigns of brands.

However, the world of Chinese influencers can often seem opaque and difficult to navigate, both for newcomers and the already initiated. That’s why we’ve come up with our list of top Chinese KOLs for 2024.

How Can Chinese KOLs Help Your Business in 2025?

Influencer marketing all around the world is booming, but the scale of KOL marketing in China, and the diversity of consumer engagement options available, is unique. The Influenceur economy has reached more than 100 billion yuans in 2023.  China’s influencer marketing is booming, shifting from text and photos to live streaming, social commerce, and short videos. Moreover, trust in KOLs remains higher in China than in other Asian markets.

In China, livestreams are incredibly popular, with KOLs either filming in studios or livestreaming their ‘daily lives’ to instantaneously interact with their fans. Short videos and vlogs allow KOLs to inject their own creativity into a brand’s marketing.

Whereas traditional ads are usually disruptive – placed before or between content – KOL endorsement allows the ad to be a part of the content.

“From the consumer perspective, KOL marketing has become the most preferred marketing channel.” – from Statista.

Research from Rakuten suggests almost 4 in 5 online shoppers aged between 35 and 44 made a purchase directly because of KOL endorsement. And in 2022, 67% of consumers admitted to buying products endorsed by KOLs in order to copy their lifestyle.

More recently, Statista and Rakuten Insights came together to create this statistic in May 2023 about the major reasons for purchasing a product endorsed by influencers in China.

• 47% bought the product because they were convinced by the promotion from the influencer.
• 39% because they like and trust the influencer, and thus would purchase whatever the KOLs promote.
• And 12% declared they would have bought the product anyway, regardless of who was promoting it.

This shows that for 86% of the people, KOLs/Influencers are the reason the sale happened!

CAREFUL: As big as this industry is, there are some scams and fraudulent activities. According to Statista, in 2023 around 45% of what is called “Invalid KOLs followers” were detected among some of the most popular social media platforms in China. Influencer fraud can include fake followers, pretending to have more engagement than they do, posting fake sponsored content, and running fake giveaways. These tricks can end up costing companies a lot of money.

Different Types of Chinese KOLs Tiers and Their Results

With over 10 million KOLs and Influencers in China, they have been categorized into groups to better understand and find the right one for your brand.

They are classified based on follower counts, so the size of their audience, and then into industries (see our recommendations of platforms by industries and of Top KOLs by industries below).

In terms of audience reach, there are 5 categories:

• MEGA KOLs

They are the kings and queens of social media with over 10 million followers. Often they get to this point because their popularity already exists for something else than influence alone (for example celebrities, actors, and singers fall into this category). This allows them to have a very large audience and reach lots of people quickly. But, based on the product or partnership you are looking for they aren’t always the best choice. They do offer a high visibility but popularity doesn’t always mean influence.

Indeed, they are not into any particular niche audience, their followers aren’t there for their particular expertise in product recommendations. These would be more interesting for brand awareness than for conversion and purchase.

• TOP-tier KOLs

Holding between 1 to 10 million followers, they are the number #1 target for their industries. Top-tier influencers are experts in specific industries with a very broad niche audience. Their reputation for expertise and trustworthiness means that brands often turn to them for partnerships that drive both credibility and sales.

These influencers are more than just popular figures; they set trends and can influence consumer behavior on a large scale. However, due to their extensive reach and the strong connection with their audience, the cost of collaborating with these influencers can be very high for smaller companies.

• MID-tier KOLs

Going down the pyramid we find Mid-tiers KOLS, from 500,000 to 1 million followers maximum, allowing them to have an even more targeted niche audience. They also share deeper connections with their fanbase and understand them greatly.

Their audience and content are more specific, which means that a Mid-tier influencer being a fit for your product will lead to more sales across their overall followers. You can directly target a relevant customer base, increasing the percentage of conversions and purchases.

• MICRO KOLs

Finally, a Micro Key Opinion Leader typically has between 100,000 and 500,000 followers. Similar to mid-tier KOLs, they command a devoted and engaged fan base, often within very specialized niches.

Their more intimate follower count allows them to build strong trust and credibility thanks to a personalized and relatable approach!

• NANO KOLs

But KOLs aren’t the only influencers that can help your business… In a world where e-commerce is more powerful than ever, we’ve seen a new branch of influencers popping up, more authentically: Nano KOLS or KOCs…

See more below

What is the difference between KOLs and KOCs in China?

KOCs are the influencers with a follower count ranging from 20,000 to 50,000. They aren’t really influencers but more trusted fellow consumers. That’s why they are called Key Opinion Consumers.

They are relatable and authentic people sharing some of their life and tips. They aren’t doing it for popularity or to make it their profession and thus they easily gain the trust of their followers. Their audience base sees them as peers and not as celebrities.

They don’t put much effort into the quality of their content because it is often “on the spot” reviews or recommendations for products they use themselves. They will share if products are worth buying or not, and what the outcomes they got from using them are, most honestly and directly possible.

“KOCs are the digital age’s version of good old word-of-mouth marketing. They’re not selling a dream; they’re sharing their reality.” – WPIC

For brands, KOCs are a cost-effective channel to stay connected with the audience, it’s a direct and honest way to stay in touch and listen to their audience’s needs.

Read more about KOCs and how they are taking over

As you understand it, KOCs are different from KOLs and their multiple levels. Each has its good points based on what you are trying to achieve. But you don’t have to choose necessarily, for a complete Influence Marketing Campaign: USE BOTH.

CASE STUDY: Perfect use of both Chinese KOLs and KOCs

Have you heard of VersaGripps ?

It’s a top brand in functional fitness accessories. When entering the highly competitive Chinese fitness market, they had to differentiate themselves from the many other fitness brands fighting for attention. The company needed a strategy that would not only capture the interest of fitness enthusiasts but also encourage product adoption and build lasting brand loyalty.

Their strategy combined the best of both worlds.

Versa Gripps teamed up with professional trainers and fitness KOLs to demonstrate how their products could improve customized workout routines. These fitness influencers, with their strong online presence and impressive physical appearance, effectively drew attention and excitement around the brand.

Then they also collaborated with Key Opinion Consumers (KOCs), who shared their personal experiences and user-generated content. These everyday fitness enthusiasts played a crucial role in building community engagement and trust. By sharing authentic stories, they helped Versa Gripps feel more like a supportive community than just a brand.

The result was a well-rounded marketing strategy. The KOLs generated interest and enthusiasm, attracting a wide audience, while the KOCs provided the credibility and personal connection needed to turn that buzz into real sales.

Strategies: Best practices with Chinese KOLs

Influencer marketing is a great way for brands to connect with their audience and increase engagement. Here are the most popular strategies and HI-COM Agency Tips for greater results!

#1 Paid collaborations with influencers

This involves paying influencers to create content that promotes your brand or products. This can be an article, video or story in which the influencer talks about or uses your product. As influencers already have a trusted audience, this strategy can help your brand reach more people, build trust, and drive sales. Many brands find this approach to be the most effective.

As we’ve explained previously, this will mostly concern KOLs as you pay them to promote the product you want and how you want it.

#2 Send free products to influencers

This strategy involves offering free products to influencers and letting them share their thoughts and experiences with their followers. This approach works well because it feels natural and authentic. When influencers like and recommend your products, their followers are more likely to have a positive attitude towards your brand.

This strategy fits perfectly KOCs, they get to decide if and how they promote it to their audience.

#3 Organize contests

Contests are a fun way to build excitement around your brand. You team up with influencers to offer their followers a chance to win your products. This not only generates buzz but also encourages more people to follow both the influencer and your brand. It’s a simple way to increase visibility and engagement.

HI-COM TIPS: Indicate Your Business Location when running a KOL Campaign

If what you are promoting is a place then you need to make sure the campaign followers reach your destination.

With this in mind, the campaign of the influencer better includes the exact location of the promoted destination, the best ways to reach it, and the best features of the destination that will bring value to the audience’s life (special experiences, great deals, new products or services).

Apps like Douyin and RED allow KOLs to pin down the location they talk about. When a follower clicks on that link, more information could be available about the spot.

Most of the information could be described in the KOL post, but it is best not to overdo the business side as it could make a post very commercial and not too attractive.

Top Chinese Apps for KOL Marketing in Different Industries

In 2024, the TOP Industries that work the best with KOLs, meaning that recommendation-based marketing is the most effective in those product categories, are Food (54.7%), Apparel Shoes & Bags (48.5%), and Tourist attractions/Travel (37.8%).

Most Popular Platforms and Apps for Chinese KOL /Influencer Marketing :

WeChat

WeChat is more than just a messaging app; it’s a key player in China’s digital world. It has a penetration rate of KOLs among active internet users of 69% (according to Statista in March 2024). Influencers use it to create official accounts and share content directly with their followers. Brands and influencers often collaborate through WeChat Moments, enabling them to reach a vast audience.

Douyin (TikTok in China)

Douyin, known for its short video format, is a mecca for influencer marketing. It’s right behind WeChat in terms of the penetration rate of influencers on its platforms with 55% (Statista, March 2024). Brands partner with influencers to create engaging videos that capture the attention of Douyin’s young, active users.

Little Red Book (Xiaohongshu)

This app is popular among millennials and Generation Z in China, as it combines social media with e-commerce. Little Red Book influencers share product reviews, fashion tips, and lifestyle content while allowing users to easily purchase featured items. Being the closest to Instagram in the West, it is the “go-to platform” for Lifestyle influence.

Weibo

Weibo is China’s version of Twitter, where trends and discussions take place in real-time. It’s an ideal platform for brands wishing to collaborate with influencers, enabling them to penetrate the Chinese market and increase their visibility by joining the ongoing conversations. KOLs’ penetration rate among the platform is 35.4%.

Taobao Live

Taobao Live combines live broadcasting and online shopping. As it’s happening on the same platform the purchase is made, it’s easier to redirect the viewer! Influencers showcase products in real time, interact with viewers, and encourage immediate purchases, offering a new and interactive shopping experience.

Platforms Recommendations by Industry for KOL Marketing in China:

• FMCGG or Lifestyle/Everyday goods

Definitely Xiaohongshu aka Little Red Book for all the inspiration, and E-commerce platforms such as Taobao Live that shows you a very large amount of everyday life products, reviews and use.

• Beauty

Xiaohongshu dominates, with mainly young, female users. Weibo is good for sharing beauty-lifestyle content, and Bilibili is sought out for tutorials.

• Food & Beverage

Douyin is hugely popular for sharing recipes and food challenges. Weibo and Bilibili go more in-depth.

• Sport

Bilibili is actively investing in increasing its sports credentials, while Douyin and Keep maintain user-driven popularity.

• Education

WeChat is popular for its long-form content, while Weibo and Xiaohongshu are more about sharing tips as part of a community.

• Parenting

Xiaohongshu is more product-centric, showing parents products that might help them raise their children, while Weibo is more lifestyle and community-centric.

• Travel

Xiaohongshu, Weibo, and Dianping give on-the-fly recommendations to people based on location.

But to go further: it is important to understand the social media landscape of the traveling industry in China. Unlike the west, Chinese tourists have dozens of sources to rely on when traveling.

Xiaohongshu (RED/Little Red Book): before traveling

This app is mostly used by Millennials and Gen Z women from top-tier cities in China. Red’s main purpose is review and recommendations. Started as cosmetics and skin care cross-border app, today Red is one of the top apps for all kinds of advice giving including travel.

Brands use Red to cooperate with Chinese KOL on a “organic” level, where the advertising is not too obvious. Red provides a “brand station” type of account where brands do not sell anything, but have a brand information page with latest updates and videos.

Qunar Blog: While traveling

When people are on a go at the destination, and want a little extra advice, they go to 2 main platforms: Qunar and Dianping.

Qunar is one of the very first Chinese travel ticket booking engine and travel blog. One of the differentiating points of Qunar are the running comments lines on featured image of the post. Qunar is easy to use, and popular among

TIPS to find the right Chinese KOL for you

How to choose a Chinese KOL/ Influencer

1. Know your audience: Make sure the trusted rep’s following matches your target market.
2. Set clear goals: Decide what you want to achieve, such as brand awareness or sales, and choose key informants who can help you reach those goals.
3. Then research the KOLs :
   1. Focus on authenticity: Choose expert consultants who create authentic content that web users trust.
   2. Check engagement: Look at likes, comments and shares to find KOLs with active, engaged audiences.
   3. Examine content quality: Make sure KOL content is visually appealing and well-crafted.
   4. Align with your brand: Choose consultants whose values and image match your brand message.
   5. Consider multi-platform reach: Look for consultants who are active on multiple platforms to benefit from greater visibility.
4. Communicate clearly: Agree on the terms of the collaboration, including content, timing and payment.
5. Choose the right partnership duration: Decide whether you need a short-term boost or a long-term partnership for ongoing impact.

Avoid these common mistakes

Set Clear Goals and Communicate them Clearly to avoid any confusion.

Choose the Right Influencer: It is determining that the KOL’s audience and values match well with your brand.

Give Creative Freedom: Let KOLs be creative while guiding them to ensure the content stays true to your brand.

Plan Thoughtfully a connection with your target audience that fits the cultural context.

Keep up with the latest platform regulations to avoid any hiccups during your campaign.

Be Ready for the Aftermath: Prepare to handle the increased attention and customer service needs once your campaign wraps up.

Measuring the success of your Campaign

To measure the success of your KOL campaign, start by monitoring its reach, focusing on how many people see your sponsored posts compared to regular content and whether this leads to an increase in brand followers. Next, track engagement by analyzing likes, comments, shares, and other interactions to gauge audience interest. Finally, assess conversions by measuring the sales generated from the campaign, using platform tools like those on Douyin and XiaoHongShu to track sales within their ecosystems.

How much does a Chinese KOL / Influencer Campaign cost?

The cost of a KOL or influencer campaign in China can vary considerably depending on several factors.

These include the type and price of the product you’re promoting, the size and objectives of your campaign, the audience you’re targeting, and your overall budget. The cost can also be influenced by whether you’re focusing on a specific city, the type of content you want (such as videos or blog posts), and, of course, the influencer’s level of influence, number of followers, engagement rate, and relevance to your industry.

TOP KOLs for FMCGG or Lifestyle/Everyday goods

#1 – Chinese KOL Everyday Vlogs – 林怡伦

Name: 林怡伦

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 3.86 million followers

Link to her profile: here.

Sneak peek of her account

#2 – Influencer Lifestyle – 王七叶

Name: 王七叶

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 2.86 million followers

Link to her profile: here.

Sneak peek of her account

#3 – Chinese KOL Xiaohongshu – Papi酱

Name: Papi酱

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 5.4 million followers

Link to her profile: here.

Sneak peek of her account

TOP KOLs for Travel

#1 – Chinese Travel KOL Winnie文

Name: Winnie文

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 6.33 million followers

Link to her profile: here.

Sneak peek of her account

#2 – Travel with 氧化菊

Name: 氧化菊

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 4.08 million followers

Link to her profile: here.

Sneak peek of her account

#3 – Chinese KOL 房琪kiki

Name: 房琪kiki

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 3.31 million followers

Link to her profile: here.

Sneak peek of her account

TOP KOLs for Beauty

#1 – Chinese Beauty KOL 易梦玲 yimoney

Name: 易梦玲 yimoney

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 4.47 million followers

Link to her profile: here.

Sneak peek of her account

#2 – Beauty KOL 李佳琦Austin

Name: 李佳琦Austin

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 11.1 million followers

Link to her profile: here.

Sneak peek of his account

#3 – Chinese KOL 垫底辣孩

Name: 垫底辣孩

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 2.32 million followers

Link to her profile: here.

Sneak peek of his account

TOP KOLs for Food & Beverage

#1 – -肥猪猪的日常

Name: 肥猪猪的日常

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 2.47 million followers

Link to her profile: here.

Sneak peek of her account

#2 – Foreign KOL in China 铁蛋儿Tyler

Name:铁蛋儿Tyler

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 2.22 million followers

Link to her profile: here.

Sneak peek of his account

#3 – Chinese KOL: 培根日记

Name: 培根日记

Platform: Douyin (Tiktok For China)

Followers: 63.4 million followers 

Link to her profile: here.

Sneak peek of his account

TOP KOLs for Sport

#1 – 帕梅拉Pamela Reif

Name: Pamela Reif

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 11.7 million followers

Link to her profile: here.

Sneak peek of her account

#2 – Chinese KOL 刘耕宏

Name: 刘耕宏

Platform: Douyin (Tiktok For China)

Followers: 64.5 million followers 

Link to her profile: here.

Sneak peek of his account

#3 – 欧阳春晓Aurora

Name: Aurora

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 2.79 million followers

Link to her profile: here.

Sneak peek of her account

TOP KOLs for Education

#1 – Chinese Education KOL 老爸评测

Name: 老爸评测

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 7.99 million followers

Link to her profile: here.

Sneak peek of his account

#2 – 丁郑美子

Name: 丁郑美子

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 6.55 million followers

Link to her profile: here.

Sneak peek of her account

#3 – Chinese KOL 英语雪梨老师

Name: 英语雪梨老师

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 2.282 million followers

Link to her profile: here.

Sneak peek of her account

TOP Chinese KOLs for Parenting

#1 – 小麦

Name: 小麦

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 5.6 million followers

Link to her profile: here.

Sneak peek of her account

#2 – 我是机灵姐

Name: 我是机灵姐

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 6.32 million followers

Link to her profile: here.

Sneak peek of her account

#3 – 开心好奇妈

Name: 开心好奇妈

Platform: Xiaohongshu also called Little Red Book or RED.

Followers: 2.97 million followers

Link to her profile: here.

Sneak peek of her account

Need help with your first Chinese KOL campaign? Drop us a line!

About HI-COM:

In 2023, the live streaming e-commerce market in China reached nearly five trillion yuan, showing a remarkable increase from 420 billion yuan in 2019 and forecast to surge to 8.16 trillion yuan by 2026, according to Statista. China still has the highest share of live shoppers in the world, at 81%. In comparison, other big eCommerce markets are the United States (40%), Germany (26%) and Japan (15%). With Douyin being by far the most popular livestream platfrom with amassed 755 million by February 2024, the app had established its leadership in the niche. But they are not the only players.

As a trend that mainly started with Gen Z and millennials in China, livestream sales have steadily grown to become a popular shopping channel for all age demographics in China.

Why concider livestreaming for your Chinese sales strategy?

If your brand is not a large multonational icon, and you dont have tens of millions of dollars to invest in your China marketing and sales strategy, then livestreaming trial is just what you need!

Think of it like an influencer campaign but with immediate commercial impact.

To be able to start sales you would need a Douyin brand account and the sale platfom’s store (which shall be run for at least one month and have 10 000 followers). This bit would cost you around 15 – 20K USD which includes the deposit to the platform (8500 usd), creation of the account, Chinese agency licence guarantee and other account management related costs. Then coming in the livestreaming crew – it could be a team that represents your brand (brand store), or a team of an influencer(s). In any case, the link to product would be coming from your created store.

Even though such a set

How Do Livestream Sales Work?

Livestream sales is a marketing tactic for selling products online that has exploded in popularity starting from 2016, growing out from the phenomenon of social shopping, the retail trend of mixing Ecommerce and social media.

Read more about Livestream sales services. Or contact us if you need a consultation.

Livestream sales usually consists of an influencer or a brand host presenting various products on livestreams and interacting with viewers in real time by answering their questions about the products. Often, products featured are heavily discounted and sold via flash sales. After influencers make the sales on the products they present, oftentimes they will also serve as customer service representatives for their audiences, building audience loyalty and serving as a liaison between buyers and brands.

The main platforms streamlined for this model of marketing include Douyin, Taobao Live, RED and Kuaishou. These platforms offer a variety of in-stream components that seamlessly meld ecommerce into livestreams: one-click purchase buttons, dynamic shopping tags, live updates when audiences buy items, physical location geotags to promote brick and mortar stores, as well as audience chat and reaction functions.

By combining the entertaining and interactive aspects of influencer livestreams with the instantly gratifying model of ecommerce, livestream sales have transformed the Chinese retail ecosystem in recent years.

sale has been made. This is more often the case with smaller KOLs and KOCs.

Can foreign brands do livestreaming from their own countries? 

In short, yes. On an example of Douyin, here are the main points.

Foreign accounts can livestream if the next conditions are met:

1. The store (even cross boarder) must have a guarantor/liable company in mainland China, that would be guaranteeing that the products sold are trustworthy and non harmful. This usually mean a partnership with a local agency or a contractual agreement.
2. The KOL indentity: If the KOL is a foreign civil, it’s a must to have a China Permanent Residence Permit to apply for the livestreaming sales approval.If the screen only shows the product and no one is in the shot, there are no additional restrictions, the cetification can be done by borrowing a Chinese staff’s personal identity.
3. General rules for Brand  livestreaming vary from one platfrom to another, but for Douyin account:
   a)at least 10,000 followers
   b)the account is registered at least 30 days previous to livestream event.
   c)then the KOL can apply the abroad livestreaming authority

What Products are Most Suitable for Livestream Sales?

Livestream sales are an interactive method of retail, similar to a sales representatives talking to and responding to questions from potential customers in a brick-and-mortar store. Therefore, products whose utility or value that can be effectively demonstrated in a video format are prime candidates for selling via livestream sales.

According to the previously cited eMarketer report, the most popular products sold on Taobao Live are “women’s fashion, cosmetics, food, home goods, jewelry, and accessories”. When looking at gross merchandise value, more expensive items such as computers and home appliances top the charts.

Livestream Sale Case Studies

With livestreaming sales, influencers who may be popular through their short form video content or celebrity status might not be suited for the fast-paced interactive nature of selling products. On the other hand, influencers who may not have a large initial fanbase can come to dominate the arena, especially those with a background in retail sales. Because of this, there are a variety of approaches to livestream sales campaigns.

KOL/Celebrity Livestream Sales:

Top level KOLs and celebrities with over one million followers on their social media accounts are the top tier for livestream sales. For livestream sales with this tier of influencer, brand exposure and audience volume are guaranteed. However, due to their status, these influencers have considerably more bargaining power and less brand loyalty than smaller influencers. This means brands can expect to sell their products at much lower profit margins with these KOLs.

An often-cited case study would be of KOLs who rose to stardom via livestream sales such as Li Jiaqi, the “lipstick brother”, also known as Austin Li. In the runup to 2021’s Singles Day, the November 11^th shopping holiday that can be considered China’s version of Black Friday, Austin Li’s livestream sale on Taobao Live sold 1.9 billion USD worth of goods. With products ranging from L’Oréal cosmetics to snack foods, Austin Li was able to sell 1% of China’s entire 2021 livestream sales market in a single session.

In 2o23 KOL Xinba辛巴 achieved GMV 10 billion RMB in 2 hours for a mattresses brand (Mu Si) during Double 11.

New upcoming KOL 刘一一(Liu Yi Yi) achieved 50 million RMB in 1 livestreaming for fashion items, it was her first Double 11 livestreaming sale.

And this year 李佳琦(Lee Jia Qi) achieved GMV 9.5 billion RMB (1.4 B USD) on the first day (Oct 20th) of Double 11 selling mainly cosmetics & snacks.

An interesting case study that blurs the lines between KOL and platform is private education giant New Oriental’s livestream channel Oriental Select. Oriental Select was launched as a new business strategy from New Oriental in response to the government crackdown on private tutoring. Centering on hosts who double as educators, Oriental Select conducts educational livestreams teaching English via presenting products in both English and Chinese. While the channel struggled to surpass $150,000 USD in sales per day in the months after launching, in June of this year, daily sales increased almost two orders of magnitude over a ten-day span from $110,000 USD to 9.4 million USD. In terms of business model, Oriental Select charges a flat 10% commission and sells mostly everyday items like agricultural, health, and wellness products.

KOC Livestream Sales:

KOCs and smaller KOLs usually cater to specific niche audiences for their products. These influencers have followers ranging from ten thousand to a few hundred thousand. As they have less bargaining power than top level KOLs and celebrities, these influencers have stronger brand loyalty and provide more favourable profit margins for brands. In addition, they have a more defined community than larger KOLs, allowing for more precision marketing tactics.

A case study of smaller KOCs reveal that smaller influencers can be help reach more specific target demographics. Degyi, a KOC with just over 20,000 followers on Douyin, creates short video content consisting of dance routines and skits with her husband. On average, her livestream sales sell 30,000 USD worth of product per stream. As an ethnic Tibetan, her niche as a KOC is selling for brands aiming to expand their offerings into Tibet.

In-House Brand Representative Livestream Sales:

As livestream sales are similar in scope to a retail environment with sales representatives, many brands have opted to strike it out on their own by creating their own livestream channels. Brands that choose this option are usually well established with large pre-existing social media followings. Oftentimes, having an in-house brand channel and doing livestreams campaigns with KOLs and KOCs need not be mutually exclusive. Sometimes brands will invite top tier KOLs and celebrities to appear on their brand’s livestream channel and continue selling products via KOC livestreams.

Most major luxury fashion brands have opted for this route. Louis Vuitton was one of the first brands to try their hand at livestream sales, livestreaming on RED in 2020. However, poor production quality for their initial livestream sale drew criticism from consumers. Later, they shifted towards livestreaming their runway show as a livestream show, a move that better fit their brand image and garnered record-breaking views. Burberry tried a more innovative and interactive approach to livestream sales by livestreaming from the brand’s flagship store in Shanghai. They invited various fashion KOLs who acted as customers and had sales representatives provide information to the livestream viewers about the products KOLs were trying on, replicating the feel of an in-person store visit. The accessories on display were reportedly sold out an hour into the livestream.

Yanzhiwu (燕之屋), a brand of edible bird’s nest, provides a case study in innovative in-house livestream sales strategy for non-fashion products. Last year for Taobao’s “Spoil Fans Festival” in March, Yanzhiwu hosted a 16-hour livestream sale. The livestream garnered 150,000 viewers and grew GMV 990% compared to the year before. It achieved this massive growth by carefully drumming up interest for the livestream via a Weibo campaign and joining Taobao’s Livestream Ranking Competition. They also collaborated with a variety of other livestream sales channels to increase their brand exposure during the lead up to their livestream. They collaborated with KOL Cherie 雪梨, having her present Yanzhiwu products on her livestream sale the day before the Yanzhiwu brand account livestream sale. They also collaborated with other brands their target demographics would be interested in, placing their products in livestream sales from brands such as MARCHON, an eyewear brand, and Simpcare, a skincare brand. Finally, Yanzhiwu’s in-house livestream was held at their factory, allowing viewers to see their products’ manufacturing process.

Behind the Scenes

So, what goes on behind the scenes of a livestream sale? Production levels can range widely between livestreams.

For larger KOLs, celebrities, and brands, the behind the scenes of a livestream sale can be as professional as a TV production, streaming out of dedicated studio with makeup artists, professional sound, multiple camera angles, live visual effects, and teleprompters. Smaller KOLs and KOCs may sometimes only livestream from a single phone or tablet and present products in their own bedrooms. In between these two extremes, there are a wide variety of livestream influencers, from MCN affiliated influencers who are provided studios, teams, and equipment to brands livestreaming out of their warehouses or factories.

Experience for Consumers

Most livestream sales provide consumers a similar experience to TV infomercials, except that they can ask questions and interact with the hosts. They can ask to see various angles of a product, ask for information about their orders, and see questions and reviews from other people in the audience in real time. Why wade through pages of reviews when you can get your questioned answered live on video?

In addition, products are usually on discount during livestream sales, providing consumers a place to get good deals on products they want.

Experience For Brands

When brands work on a livestream sales campaign with KOLs and KOCs, brands do not usually need to pay upfront, unlike in traditional influencer marketing. However, the influencers get to sell the brand’s products at discounted prices, while taking a portion of the sales home as commission. The size of the discount and commission increase with KOL bargaining power. Often, brands can spend months negotiating with high level celebrity KOLs only to end up with razor thin profit margins from the livestream sale.

While similar to traditional KOL marketing campaigns in that they allow brands to attach a personality to their products, livestream sales with influencers provide more than just a human face to a brand. Oftentimes KOLs and KOCs also act as sales representatives for a brand and help with customer enquiries after the

The Most popular platforms for livestream sales 

Increasingly, though, companies and entrepreneurs are capitalizing on the huge audiences available to meet their own commercial ends. They face two options: create their own livestreaming content, or place their brand within an already well-subscribed source of livestreams. The live streaming e-commerce market size in China has expanded 121% in 2021 compared to the previous year, and has reached 961 billion RMB! This market size is expected to rise by another 150.73 billion RMB by the end of 2022.

The former option offers perhaps the highest reward, but also involves the most risk, and will need significant investment of time and resources. Livestreaming is fiercely competitive, and brands will need to think very carefully about what might get the attention of audiences.

Budweiser took this route and excelled in 2020. When clubs and bars closed, or were emptied of patrons, because of COVID-19, they took to the online airwaves, streaming DJ sets and inviting people to party with them from home. As a result, they saw double-digit growth in direct online sales, and triple-digit growth in sales on third-party delivery apps.

The rise of KOLs in China is now well-charted territory. More commonly known as ‘influencers’ in the West, KOLs now play a huge part in the Chinese mediasphere and e-commerce.

They range from the expected – those who do makeup tutorials, post images living the ‘high life’, or narrate themselves while playing games – to the unconventional – those who eat a whole week’s worth of food in an hour (which is now actually prohibited), or simply sit and study in silence. Boasting follower and view counts whose numbers reach beyond seven-digits, it’s a no-brainer for brands who want exposure to try and get on board somehow.

Enlisting KOLs can involve simple product placement, a product review, or inviting them to a marketing event. Brands might organise parties, excursions or fashion shows, invite KOLs to livestream, and feel the knock-on benefits.

This is also a fairly competitive market, as viewers will want to see something new, and perhaps unique, from the stream. Chinese vlogging platform Xigua (西瓜) is a good place to look for examples – in 2018 they took a selection of their most popular content producers on an all-expenses-paid cruise from China to Japan and back.

So, where to start? Here’s an overview of the top platforms for livestreaming in 2021, then a few tips for how best to execute.

Livestreaming in China: The Top 10 Chinese Platforms

#1 Douyin

The app is simply a phenomena. For brands, the important thing here is to create truly creative, interesting content that is responsive to the latest trends.

Douyin is a the top 1 platform in China for Livestreaming sales. Connecting your Taobao and Red stores as well as Douyin native e-commerce shop, this tool is creating more than 9 million live-streaming sections per month.

According to the Douyin 2022 ecological convention, platforms gross merchandise value (GMV) growing 3.2 times year-over-year.

According to Statista ,in 2022 Douyin reported having 86.8% of its users streaming live content in China  and spending at least 89 minutes watching videos on the platform each day!

Giving the perfect platform for Influencer marketing business, this tool is home to booming new talent: Liu GengHong (刘耕宏）, Dongyuhui (董宇辉 ) and Jianailiang (贾乃亮).

#2 XiaoHongShu

XiaoHongShu, aka ‘RED’ is another popular social media platform, compared with Instagram of the West. RED emerged in 2019 as a fairly unexpected e-commerce frontrunner. Favoured among young women, who make up around 90% of the user-base, it gained a reputation for reliability and authenticity.

The vast majority of the content is user-generated, and the platform itself is specifically geared towards e-commerce. If a user likes a product featured in a livestream, they are only one or two clicks away from viewing it, purchasing it, and having it delivered.

A brand account allows for direct interaction with users, allowing companies to respond to comments, convert interest into sales and maintain relationships.

#3 Kuaishou

Kuaishou is another relatively new kid on the block, and one that packs a punch. Known as “Douyin for thrid-tier cities”, It started as a GIF-sharing platform in 2011, but opened up livestreaming in 2016, and boasts upwards MAU in Q2 2023 exceeded 678 million, increasing by 14.8% year-on-year. The total number of daily interactions (including likes, comments and forwarding) reached 8 billion!

#4 Taobao Live

The granddaddy of e-commerce, Alibaba, and its offshoots Taobao and Tmall, represent the vanguard of China’s livestreaming sales boom. On Single’s Day (11^th November) 2020, sales from livestreaming surpassed $3bn in less than 24 hours. For example, Estee Lauder’s Singles Day livestream pulled in US$28m in sales, garnering more than 500 million views.

Taobao Live is available year-round, however. The aforementioned Budweiser livestreaming campaign was a tie-in with Tmall, wherein they were cooperated to create an additional custom landing page for the products.

5. WeChat Live

6. Weibo

#7 Bilibili

What started as a video service for anime fans is increasingly being described as China’s closest equivalent to YouTube. For those new to the platform, they should know that its users are still very much tied in with its fandom history, however. Livestreams that involve cosplay or anime-themed elements are popular.

#8 Huya Live

Known internationally as Nimo TV, Huya mainly focuses on E-sports livestreams. It provides official coverage of esports competitions. Tie-ins could include more traditional advertising deals, or collaboration with gaming KOLs.

On the evening of May 13, 2024 Beijing time, Huya Company released its financial report for the first quarter of 2024. According to the financial report, in the first quarter of 2024, Huya Company’s total revenue was 1.5 billion yuan; Under non US GAAP, the net profit attributable to Huya Company for the quarter was 92.5 million yuan. In terms of user data, in the first quarter of 2024, Huya Live’s mobile MAU (monthly active users) increased year-on-year to 82.6 million.
Huang Junhong, Co CEO and Senior Vice President of Huya Company, said, “We have also made positive progress in the commercialization of game related services. Benefiting from the rapid growth of game distribution and advertising services, as well as game prop sales revenue, Huya Company’s game related services, advertising, and other revenue reached 244 million yuan in the first quarter, a year-on-year increase of 137.6% and a month on month increase of 30.7%. In addition, the paid users of Huya Live in the quarter also increased to 4.4 million. These improvements reflect the strong and high-quality game user base of the Huya platform and verify the development prospects of new business directions. More importantly, the game related service business with higher gross profit margins will promote the overall profitability improvement.”

#9 Douyu

Another huge gaming and e-sports livestreaming service which, in 2021, is slated to merge with Huya Live. Douyu is a space to stream League of Legends (LOL)g, CrossFire (CF), dota2 live streaming, beauty live streaming and other popular game events.

On June 5th, Douyu released its first quarter financial report for 2024. During the reporting period, Douyu achieved a total revenue of 1.04 billion yuan and an adjusted net loss of 85.7 million yuan.
In terms of user data, the average MAU on Douyu Mobile is 45.3 million, with a total of 3.4 million households paying fees.
Regarding the company’s performance in the first quarter, the Douyu Temporary Management Committee stated that the company’s diversified business capabilities continue to strengthen, and fine operational management will be strengthened by optimizing the company structure and adjusting operational strategies.

According to the financial report, Douyu’s revenue from advertising and other businesses in the first quarter was 239 million yuan, a year-on-year increase of 109.4%, accounting for 23% of the total revenue, compared to only 7.7% in the same period of 2023.

 Want to enter Chinese e-commerce market? Learn about 5 options besides Tmall!

How to set up your Livestreaming Campaign in China in 2024

Set up an account or create a collaboration.

First thing first – business side of the story. Who hosts the links (and stock), and where does the money go?

Pick a host for your livestreaming in China.

This needn’t necessarily be a KOL – there are agencies now who represent livestreaming hosts, just as agencies represent TV hosts. Think carefully about the target audience, and who they might relate to, or look up to.

Plan your content very carefully

You do not want to be going viral for the wrong reasons. First, consider the regulations around which words, phrases and topics may or may not be used. For an outline of these, click here.

Second, think about the culturally sensitive topics you may wish to avoid. A quick search on the internet for brands falling fowl of Chinese consumers is a good place to start.

Promote your livestreaming in China in advance

Use more traditional social media to get the message out there, and build hype.

Choose an appropriate timeline

Is it Singles Day? Okay, a 20-hour livestream marathon may be okay. If not, consider commuting times, or evenings after dinner.

In need of livestreaming services? Contact us today!

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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HI-COM is a digital marketing agency dedicated to providing China-specific strategy, 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 the China market!  Contact us for your free consultation today!

Introduction Advertising Law in China

China’s Advertising Law was initially passed in 1994 and was revised in September 2015. Read the revised version here is twice as long as the 1994 original. It was implemented to increase consumer protection and impose stricter rules on advertisers.

Three examples of brands sanctioned in China for violating advertising legislation

Procter & Gamble

In 2015, Shanghai fined P&G 6 million RMB for misleading advertisements for Crest toothpaste. This record fine, according to Xinhua, was applied due to the company making exaggerations and producing touched up images on the whitening effect of its products. This shows how consumer protection is tightening up in China, calling for more careful advertising.

Canada Goose

The Chinese market regulator imposed a fine of 450,000 yuan (approximately 70,000 USD) on the Chinese subsidiary of Canada Goose for false advertising, after finding that the jackets contained mainly duck down instead of the goose down as claimed by the company. Additionally, the regulator determined that Canada Goose’s claims about Hutterite down, claimed to be the warmest Canadian down, misled consumers.

Estee Lauder

Chinese authorities fined Estée Lauder 2,381,671 RMB for false advertising in China. The brand claimed that its “Advanced Night Repair Essence” product offered substantial benefits, such as a “Youth Index of +77%” and improvements in skin texture, without providing sufficient evidence for these claims. This case highlights the importance of companies providing solid evidence for their advertising claims in China.

How is advertising regulated in China?

Below is a summary of the main measures governing advertising in China. To take a more detailed look, read the full text here.

1 – Veracity and legality of advertising

One of the pillars of advertising regulation in China, set by the new law of September 2015, concerns the veracity and legality of advertising messages. This measure aims to create a healthy and transparent advertising environment, where consumers can make informed decisions based on reliable and verifiable information.

The law clearly defines four main categories of advertisements considered as misleading, as explained below by the Administration for Industry and Commerce (AIC):

Advertisements for fictitious products or services:

Any advertisement promoting goods or services that do not exist or are not available for sale is strictly prohibited. This practice aims to eliminate any attempt at deception aimed at attracting consumers with illusory offers.

Major non-compliant declarations:

Information regarding crucial aspects of the product or service, such as price, origin, ingredients, manufacturer, functionality and performance, must be accurate and must not mislead the consumer. These items are often decisive in the purchasing decision process, and their accuracy is therefore essential.

Use of falsified data:

The use of data, scientific research results, surveys, falsified statistics, or any information that cannot be verified is prohibited. This rule ensures that advertisements based on empirical or scientific evidence are authentic and reliable.

Use of false performance related information:

Fabricating information regarding the performance of a product or service from scratch is also prohibited. This includes exaggerations or unsubstantiated claims about the capabilities or effects of a product or service.

2 – Ban on “Absolute Terms” in Advertising in China

Chinese advertising regulations aim for transparency and prohibit the use of “absolute terms” to prevent exaggerations. These terms, such as “the best” or “incomparable,” suggest superiority without hard proof. The law seeks to protect consumers from unsubstantiated claims about product quality or effectiveness.

3 – Sectors of activity subject to very strict advertising regulations in China

Chinese advertising law imposes specific and rigorous controls on certain categories of products and services. These detailed rules, which are aimed at protecting consumers and promoting ethical business practices, are divided into the following sectors:

• medicines and medical equipment (art. 16, 17 and 18)
• tobacco and’alcohol (art. 22 and 23)
• education and training (art. 24)
• products and services promising a return on investment (art. 25)
• L’real estate and related advertisements (art. 26)
• seeds and animals (art. 27)

If you wish to advertise in one of these sectors, make sure you consult the details of the special rules subject to these industries.

4 – Advertising spokesperson

The law imposes rules on advertising spokespeople to ensure the authenticity of advertisements. Article 38 requires that their recommendations be based on facts and consistent with the law. They should not promote products they have not used or services they have not received. Minors under the age of ten cannot be spokespersons. Those sanctioned for false advertising are prohibited from becoming so for a defined period.

5 – Other clauses

Many other clauses are present in the law for advertising, such as the the following:

• Ban on’use or’use in disguised form the national flag, national anthem, national emblem, military flag, military song or military emblem of the People’s Republic of China
• Ban on’hinder the protection of the environment, natural resources or cultural heritage through advertising
• When an advertisement concerns a patented product or a patented method, it must indicate the number and type of the patent
• Many more

What sanctions are applied in the event of non-compliance with advertising rules in China?

The Advertising Law of the People’s Republic of China provides various penalties for non-compliance, targeting advertisers, advertising agents, ad publishers and endorsers. Here is a summary of possible sanctions:

Fines for false advertising:

For publishing false advertising, the market regulation department can impose fines ranging from three to five times the advertising spending. If the spending is incalculable or negligible, fines can range from 200,000 Yuan to one million Yuan. In severe cases or if the advertiser has committed three or more violations within two years, fines can increase by five to ten times the advertising spending, or between one million Yuan and two million yuan.

Corrective actions:

Entities involved in illegal advertising activities may be ordered to take corrective action. This includes stopping advertising, reviewing advertising content for compliance, and publishing fee rates and fee collection methods in accordance with relevant state provisions.

Confiscation and increases in penalties for endorsers:

If endorsers violate specific provisions, such as recommending or certifying medical services, medicines or dietary supplements without due verification or endorsing goods or services that they did not use or receive, authorities may confiscate their illegal income. Fines can range from one to two times the illegal income.

Suspension and revocation of activities:

In the event of serious violations, the Market Regulation Department has the authority to suspend or revoke the business license or advertisement publication registration certificate of the violating party.

Public liability:

Advertisers, advertising agents and endorsers may also bear civil liability for any harm caused by false advertising, especially if it affects the lives or health of consumers. This includes joint and several liability for damages caused to consumers.

Criminal liability:

In cases where violation of advertising laws is criminally punishable, the law will hold violators criminally liable.

These sanctions are designed to enforce compliance with the law, protect consumers, and maintain the integrity of China’s advertising industry.

Best practices for advertising in China

Know the platforms and follow the latest trends:

The Chinese digital world is very specific, with giants like WeChat and Douyin at the heart of daily interactions. It is therefore crucial to understand not only these platforms but also the different trends in terms of advertising in order to make your advertising campaign a success.

Do not simply copy the content from another country:

China has a unique culture, requiring specific marketing content. Successful campaigns incorporate local cultural aspects. They are addressed to Chinese consumers in their own language and context. Additionally, China has strict advertising regulations. Advertising tailored to another Asian market may not comply with Chinese laws.

Do not hesitate to get support:

The Chinese market is complex due to its strict regulations on advertising and censorship. Specialized local agencies are often necessary. They help to understand regulations and cultural nuances. They also optimize campaigns for success.

Brands succeed in China by adapting their approach. They must engage deeply with the Chinese market and culture. This maximizes the impact of their advertising efforts.

Call HICOM today to set up your next advertising campaigns in China!

All about B2B Marketing in China in 2024. While China is experiencing slower growth than the meteoric rates of the past two decades, the country’s B2B market size is still expected to reach 2.7 trillion USD in 2025. To hasten economic recovery, China’s government has introduced incentives for growing the consumer markets, which will create downstream opportunities for B2B companies serving Chinese businesses.

While traditionally, B2B marketing is more conservative than B2C marketing practises, China’s fast pace of digital innovation and internet penetration has seen the rapid incorporation of digital marketing practises into the country’s B2B marketing dynamics. Because of these factors, the B2B ecommerce market in China is booming, valued at 1.26 trillion USD in 2023 and expected to grow at a CAGR of 16.3% from 2024 to 2030.

Earlier this year, the Chinese government announced the strengthening of international cooperation in digital ecommerce via the Silk Road e-commerce and joining the Digital Economy Partnership Agreement. These initiatives, encouraging foreign investment and B2B partnerships, present major opportunities for foreign B2B companies looking to break into the Chinese market via digital marketing.

In such a large and dynamic B2B market such as China’s, staying abreast of emerging marketing strategies is crucial for foreign businesses looking to expand their reach and grow operations. Here’s a look at the top 10 B2B marketing strategies we think foreign brands should consider in 2024.

1. Website Localization

Website localization is a crucial step to take for any company expanding operations into a foreign market. For foreign companies doing business in China, the country’s unique culture, written language, and internet regulatory framework make website localization a much more involved undertaking than localization for other regions.

Localizing for the Chinese market will require foreign companies to understand the culture in the country and adapt their content around it. Due to the Chinese language’s vast difference from languages like English, oftentimes simple translations will not be sufficient for localizing your website. For more creative content like slogans and even brand name translation, transcreation will be necessary to ensure brand values are properly conveyed in Chinese website copy.

Aside from translating your website’s content to Chinese and ensuring content is localized, website localization in China also entails understanding the regulatory framework of website hosting and cybersecurity best practises, including how to navigate China’s Great Firewall. For international companies trying to localize their website for the Chinese market, these regulations present an extra step that must be taken for website localization. Websites not hosted in China will experience throttling due to the Great Firewall. We recommend getting to understand the ICP licensing system to ensure your website remains accessible in China.

2. Events and Trade Shows

While digital marketing is important for expanding your business’s potential pool of clients, traditional B2B events and trade shows remain an important avenue of attracting clients in China. The personalized nature of direct face-to-face interactions with potential leads makes them an indispensable marketing strategy for B2B businesses, especially understanding the important of “guanxi” in China’s business culture.

Post-pandemic, there is a resurgence of interest in trade shows and forums in China. For foreign B2B companies looking to leverage these events and trade shows to grow their sales leads in China, it will be important to have sales representatives that understand the local culture and are able to fluently converse with potential leads while gathering information on emerging market needs and pain points.

Need help orginazing your trade show in China? Contact us!

Some of the new trends that are happening now are hologram displays, robotic reception, livestreaming and many others!

3. Understanding How to Leverage WeChat for Business

Over the last decade and a half, WeChat has become the default way to message people in Chinese society, replacing texting for personal messaging and email for business messaging. As a super-app, WeChat contains an entire self-sufficient digital ecosystem, allowing for a variety of digital marketing strategies for B2B companies

A WeChat official account often serves as the secondary official website or a mobile website for a business and is arguably more important than having a traditional website in China. Considering that most clients and leads will be interacting with your sales associates via their personal WeChat account, WeChat also serves as a social CRM platform for B2B businesses.

WeChat also offers a suite of enterprise services: WeChat Services Accounts allow for integration with a business’s official website and Mini-Programs while Subscription Accounts allow businesses to build brand image with more relatable content.

It’s important to note that the WeChat platform is a closed ecosystem. This means that content published on WeChat does not appear in Baidu’s search results, and vice versa, making it difficult for your content to reach new users without running ads on WeChat. Therefore, for B2B companies, WeChat should be leveraged as a tool for maintaining existing client relationships, engaging existing clients, and converting existing leads.

4. Baidu Search Engine Marketing for B2B Marketing in China

Because Google is blocked in China and only accessible via VPN, Baidu dominates the search engine market and is the default search engine for most people China. In 2024, Baidu took home 60.2% of China’s search engine market share. Therefore, is crucial for any B2B business to understand how to ensure their website performs well on Baidu.

The first step for getting indexed by Baidu is to have your website hosted in China. This circles back to the previous point on website localization where we talk about China’s ICP licensing system, which regulates websites in China. In addition, Baidu only indexes websites with simplified Chinese characters, preferring websites written in 100% Chinese. Localized for the Chinese internet ecosystem, Baidu’s weighting system is completely different from Google’s in many ways, so it will be important to implement an effective Badu SEO strategy for your website.

5. Zhihu and Weibo as Secondary Tools for Brand Awareness

Zhihu is a Q&A website and news aggregator that most closely resembles Quora. With a large userbase of white-collar professionals, Zhihu presents a great space for B2B companies to showcase their expertise and gain brand recognition via long term content marketing. In addition, Zhihu posts consistently appear at the top of Baidu searches, helping boost organic awareness on Baidu for your brand outside your official website. That means, using Zhihu for account registration or collaborations with existing accounts would help your brand awareness on Baidu!

Weibo is China’s answer to Twitter. While Weibo has become less popular with the rise of newer social media platforms in China, it is still widely used by white-collar professionals with a gender distribution that heavily skews female. For B2B marketers, Weibo is an important social media platform for establishing brand presence and running targeted ad campaigns. Hard to believe, but Weibo is still generating leads and sales for B2B sector, even though it is a very “been there, done that” type of platform.

6. KOL Marketing for B2B Companies

While Key Opinion Leader (KOL) marketing has long been commonplace in B2C digital marketing, the strategic utilization of KOL marketing is gaining traction in the B2B industry as well. B2B KOLs, unlike B2C KOLs who are often public figures with large followings, are usually respected industry experts such as CEOs, academics, and doctors. For foreign B2B companies in China, a KOL operates as a brand ambassador, acting as a bridge to localize your company for your industry niche in China.

For B2B companies, KOL marketing should not serve as a primary marketing tactic, as immediate sales are less common in the B2B business model. Instead, it should be part of a holistic brand e-reputation building or lead generation strategy.

7. Utilizing New Chinese Social Media Platforms

With the growing popularity of Xiaohongshu and Tik Tok, especially for B2C marketing, B2B companies have also begun finding ways to leverage these platforms. These platforms are more visual heavy, suitable for short form video marketing and image-based marketing campaigns. Like WeChat, these two platforms are walled-garden ecosystems that require businesses cater their marketing content and format specifically for these platforms.

For B2B marketers, Xiaohongshu can be utilized to showcase industry expertise through in-depth articles, product reviews, and case studies. Content can be tailored to highlight how products or services can solve specific industry problems, thereby educating and engaging potential business clients. In addition, as a product review focused platform, Xiaohongshu is also a great platform for growing brand reputation via KOL partnerships.

To market on Douyin, B2B companies should focus on creating short, compelling videos that demonstrate product functionalities, behind-the-scenes processes, or even educational content that addresses industry pain points. The key is to maintain professionalism while being engaging enough to capture the viewer’s interest quickly. To this day, Douyin is showing surpeisingly good results in B2B marketing, compared to any other platforms.

8. Growing Your Brand’s E-Reputation

To grow your B2B brand’s e-reputation in China requires a strong understanding of what types of content matches what type of platform in China’s vast digital ecosystem. Because of the walled-garden nature of China’s digital ecosystem, marketing strategies on one platform will not be accessible via a simple web search. Because it takes a lot of work to create separate marketing strategies for each platform, B2B companies should be mindful in choosing only the most relevant platforms for their industry to grow brand e-reputation on.

Outside of growing brand e-reputation with social media, more traditional industry niche media outlets are important to grow trust in your brand. Like how Zhihu presence can help drive organic traffic to your brand, coverage by industry niche media outlets provides third party recognition of your brand, increasing consumer trust.

9. B2B Marketing with Bytedance’s Ocean Engine

Ocean Engine, the integrated marketing platform that serves ads across ByteDance owned platforms Douyin, Toutiao (China’s AI-based news aggregator site), and Xigua Video (livestreaming and professional long form video platform), offering a unique avenue for businesses to reach their niche markets effectively.

Ocean Engine’s integration with e-commerce functionalities offers a seamless path from marketing to sales, a critical advantage in B2B marketing. By linking content directly to product pages or incorporating QR codes that lead to contact forms, businesses can streamline the lead generation process. In addition, analyzing performance data through Ocean Engine’s analytics tools allows marketers to refine their strategies, improving content delivery and ad targeting based on real-time feedback and trends.

10. Professional Networks in China – Maimai and Employee Marketing

In 2021, LinkedIn shut down the full version of the website for users in China and rolled out InCareer, a version of LinkedIn without the social media aspect. In 2023, that was shuttered too as the company completely shuttered operations in the country.

With over 110 million users, twice that of LinkedIn at its peak, and an 83.8% penetration of the professional networking market in China, Maimai is now China’s foremost professional networking platform. Unlike LinkedIn, users can post anonymously on Maimai about industry news and insights into their workplace. This makes the platform an important source of market research opportunities for B2B companies.

HI-COM is a digital marketing agency that provides businesses around the world 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 follow our news and entry into the Chinese market and contact us directly on WeChat:

All companies have a brand identity, whether they’ve thought about it or not. This identity may have been carefully and consciously constructed following countless meeting room discussions involving various departments and external consultants, or it may have simply developed organically over time, with little or no thought put into it.

What’s important is how this identity is perceived by the general public, and particularly by potential customers. Plus, it’s not so much the brand’s identity itself, but how consistently it is applied across every aspect of a company, from its reception signage, right through to its pens and pencils.

In this article we will focus not so much on drawing up the brand guidelines themselves, but more on how to incorporate your brand’s identity into your documentation, such as in technical manuals, product specifications, and price lists, to make them stand out from those of other companies.

Let ‘s say your manufacturing department has written up a user manual for one of your key products, and it currently looks like this:

The manual is informative, comprehensive, and easy to follow, for sure. But does it reflect your brand’s identity? Will users and customers remember that this product belongs to your company after reading it?

We were given the above manual by one of our clients, who asked us to rework the layout and the design, and bring it in line with the company’s identity, as presented on their web site.

Given the nature of the document, the client was looking for something clean and minimal, but also something that showed it was truly theirs, as in the past the company had issues with other companies copying their plain manuals, due to a lack of their brand’s identity being featured in them.

The result was as follows:

The process for this work was very simple; the client specified the fonts, logos and colors to be used. But even if the client is unable to provide anything, our designers can take the necessary elements from the client’s web site and incorporate them into their documentation.

Even simple documents such as price lists can make a great impression on clients if they are well presented, and match the company’s brand identity, such as in the example below:

Once the layout of your documents is in place, you may wish to have them translated into other languages.

Find out more about how HI-COM can help you inject your brand’s identity into your technical documentation here.

Are you looking to break into the Chinese market ? Would you like to create advertising campaigns that resonate with local values and expectations? You are in the right place ! As you probably know, colors have the power to influence consumers’ purchasing decisions. In this article, we tell you everything about the way colors are used in marketing in China .  Learn how red symbolizes luck, yellow embodies royalty, and why white should be used with caution.

Red: symbol of good fortune

In China, red symbolizes luck, happiness, prosperity and celebration. This color is closely associated with the Chinese New Year. It embodies joy and good fortune!

As red has a very positive connotation in China, it is commonly used in packaging and advertising campaigns. This color can help boost sales, especially during Chinese New Year, as it is seen as a sign of good fortune.

Here is a great example of an effective marketing stunt using the color red In 2019, Maybelline stood out from its competitors during the Chinese New Year, by creating a red gift box, containing cosmetics, inspired by the famous traditional Chinese game, mahjong. This was a real stroke of genius, which resonated perfectly with the festive season in China!

However, be careful not to use too much red outside of this period, as this could lead the Chinese to associate your content solely with the New Year. As a result this could convey a somewhat confusing message – a bit like if a Western brand used Christmas colors in the middle of summer. Red is a definite yes, but just don’t overdo it.

Yellow: a color to use in your marketing campaigns in China

In France for example, yellow is associated with envy and jealousy. But in China, its meaning is much more positive! It is one of the most important colors in Chinese culture, and it is associated with emperors. Yellow traditionally symbolizes good taste, purity, wealth and authority.

Red Bull is an example of a brand that uses yellow in its marketing in China. The brand has adapted its packaging for the Chinese market by replacing its traditional white and blue colors with a golden yellow. This color is perceived positively in China, symbolizing wealth and prosperity. The product is thus associated with success and abundance.

However, proceed with caution, as yellow can also have negative connotations. In certain contexts, it can be associated with vulgarity, as in the expression 黄片 (huáng piàn), which refers to pornographic films.

Green: health, prosperity and… infidelity!

Green in China is associated with growth, prosperity, health and vitality. It also symbolizes renewal and spring, suggesting fresh beginnings and new opportunities.

In marketing, green can be used to communicate abundance, vitality and an ecological conscience.

However, it is important to note that certain shades of green can also have negative connotations, such as infidelity. Therefore, its use in marketing must be well thought out to ensure that the desired message is conveyed without cultural misunderstandings. Avoid green hats in your marketing campaigns, as it is associated with a Chinese expression that means “cheating on your spouse.”

For sustainable brands, pay attention to the differences in meaning of the color green. In the West, we often associate green with the quality of ingredients or sustainability. In China, green means products are pesticide-free, but not necessarily eco-friendly and sustainable.

Blue: a feminine color that inspires confidence

In China, blue embodies confidence and longevity. Incorporating blue into your marketing materials can help convey a sense of confidence, calm and balance to Chinese consumers.

Please note: in many Western cultures, blue is associated with the masculine gender. On the other hand, in China, this color is more seen as feminine!

Purple: luxury and love

Purple is a color with excellent associations: luxury, love and harmony with the universe. In your marketing campaigns, this color can evoke luxury and ambition. It is also a color that is very popular with young people, and which can be used to symbolize love, a bit like red in Western cultures.

Black: an ambivalent color

Black is an ambivalent color. The Chinese associate both positive and negative meanings with it. On the one hand, this color is linked to concepts of elegance and quality. It is effective for targeting high-end audiences or creating a striking contrast that draws attention. On the other hand, black can be associated with mystery, irregularity or illegality. You must therefore pay attention to the context before using black in your marketing materials.

White: be careful of its negative connotation in your marketing

As in the West, white can represent purity, cleanliness and innocence. But it also has other, more negative meanings. White is associated with mourning and death, making it a complicated color to use in marketing and product design in China. So be careful with this color!

Colors in Chinese

Wondering how to write colors in Chinese? Here are their translations:

• 红色 (hóngsè) – Red
• 蓝色 (lánsè) – Blue
• 黄色 (huángsè) – Yellow
• 绿色 (lǜsè) – Green
• 黑色 (hēisè) – Black
• 白色 (báisè) – White
• 紫色 (zǐsè) – Purple

Do you need translation into Chinese?

Do you want to translate your marketing campaigns into Chinese? Discover the services of HI-COM, our China-based company that helps you establish a presence in the Chinese market. We take care of website translation, Chinese social networks and natural referencing for Chinese search engines. Discover our different services, and request a quote !

Understanding Social Media Listening

In China, where there are currently 1.105 billion active users on social media, spending an average of 1 hour 57 minutes  each daily on these platforms, capturing conversations is becoming a major asset for brands targeting the Chinese market.

For brands, engaging in Social Media Listening in China involves diving into this ocean of data to extract valuable information, taking into account local, cultural, and social aspects.

What is Social Media Listening?

Social Media Listening goes well beyond the simple monitoring of mentions, comments and hashtags on social networks. This emerging strategic process involves the analysis of conversations and trends on social media platforms in order to better understand what consumers and web users are saying about a brand, a sector, or a specific subject. In simpler terms, Social Media Listening aims to extract valuable insights from the raw data that can be found on social media, to allow companies to better understand the general mood of the market and what’s currently happening.

What is the difference between Social Media Listening & Social Media Monitoring?

Unlike Social Media Monitoring , which primarily focuses on tracking and collecting specific data (such as the number of times a brand is mentioned or responses to posts), Social Media Listening seeks to understand the “why” behind that data. It essentially questions the motivations, feelings and attitudes behind users’ interactions with the brand on social media platforms. This not only allows you to react to current conversations but also anticipate future trends and behaviors.

Let’s take this example:

Imagine there is a restaurant chain that is looking to improve its brand image and interaction with customers. To achieve this, it employs two main strategies: Social Media Monitoring and Social Media Listening .

Social Media Monitoring

The restaurant chain uses Social Media Monitoring to actively track all mentions of its name across social media platforms.

For example, each time a customer posts a review on Twitter or Instagram, whether positive or negative, the monitoring tool captures this mention and informs the channel team. This allows the team to respond quickly to complaints, thank customers for compliments, and resolve any specific issues mentioned in the reviews. This approach is responsive and focuses on managing direct interactions with the brand.

Social Media Listening

On the other hand, the restaurant chain uses Social Media Listening to analyze the general mood and emerging trends in online conversations that concern not only the brand directly, but also the restaurant industry as a whole.

For example, if a discussion emerges on social media around the importance of vegetarian or vegan options, the listening tool is able to capture this trend even if the restaurant chain is not mentioned directly. This allows the chain to understand changing consumer preferences and adjust its menu and/or marketing strategy accordingly. This method is proactive and aims to capture broader insights that can influence the brand in the long term.

Conclusion

By combining these two approaches, the restaurant chain is not only able to effectively manage its online reputation and engage directly with customers, but also strategically adapt to industry changes and consumer desires, thus ensuring a stronger and more relevant brand presence in the market.

Why is Social Media Listening essential?

For companies, incorporating Social Media Listening into their digital strategy is becoming crucial. It allows them to gather authentic customer feedback, identify potential engagement opportunities, monitor the health of their brand, and even detect potential crises before they develop.

More simply, Social Media Listening stands out as an essential component to continue to remain competitive in the current digital era, allowing more informed decision-making and better adaptation to market expectations.

The unique social media landscape in China

WeChat, Xiaohongshu, Weibo, Douyin: The Titans of Social Media in China

The social media landscape in China is completely different from what we might experience in Europe, where platforms such as Facebook, Twitter and Instagram dominate. In China, giants like WeChat, Xiaohongshu, Weibo and Douyin (the equivalent of TikTok outside China) reign supreme, each offering unique features and closed ecosystems that shape the way consumers interact online.

WeChat is much more than a messaging app; it’s an all-in-one platform that integrates mini-programs (mini-apps directly into WeChat), payments, reservations, e-commerce, and much more. Its “Moments” feature resembles a news feed where users share updates with their contacts, providing a rich insight into daily life and consumer preferences.

Xiaohongshu , also known as RED, is a unique social network in China (the closest there is to Instagram) but with more features, which notably merges features for sharing opinions, lifestyle blogging and e-commerce within the same platform.

Often compared to Twitter, Weibo is a microblogging platform that plays an important role in information dissemination and public discussion in China. Its open nature allows brands to quickly follow trends and public opinions.

Douyin on the other hand, is revolutionizing the way content is consumed with its short viral videos, strongly influencing consumption trends, especially among younger generations.

If you would like to learn more about these different applications, check out our article: TOP 10 Applications to have in 2024

Understanding these platforms is essential for Social Media Listening in China. In addition, cultural specifics and communication norms make data more difficult to interpret, but also bring richer insights. Companies looking to engage with the Chinese market must therefore adapt their Social Media Listening strategies to effectively navigate this uniquely Chinese environment .

Why Social Media Listening is crucial in China

The importance of understanding the Chinese consumer and market trends

In China, where the digital landscape is evolving at lightning speed, whether it be trends, new applications, or new functions, Social Media Listening is becoming an essential practice for companies seeking to enter or maintain their presence in this dynamic market. Understanding the behaviors, preferences, and expectations of Chinese consumers will allow them to stay one step ahead of their competitors.

It is important to understand that the Chinese consumer is not the Western consumer. Many elements such as sensitivity to colors in marketing, and cultural symbols often differ significantly from those in Western markets. Seizing this advantage and implementing Social Media Listening allows brands to analyze online conversations and capture emerging trends , consumer concerns and market opportunities , providing the opportunity for these businesses to position themselves as a driver of what is happening on social media and not just an observer.

How to implement a Social Media Listening strategy in China

Key Steps to Establish an Effective Social Media Listening Strategy in China

Implementing a Social Media Listening strategy in China starts with setting clear objectives and understanding the local media landscape .

Learn more about the social media landscape in China through this article.

Businesses should then identify the social media platforms relevant to their industry and target audience , such as WeChat, Xiaohongshu, Weibo or Douyin. It will also be essential to carefully determine the keywords, hashtags and the relevant topics you want to cover, in order to monitor online conversations more effectively. Having a local team or partner with knowledge of linguistic and cultural nuances can greatly improve listening effectiveness.

Tools and technologies adapted to the Chinese market

To understand the Chinese digital landscape, companies must equip themselves with tools and technologies capable of managing the particularities of its social media platforms. There are local and international Social Media Listening tools tailored to China, each offering unique features for capturing and analyzing social media data. The selection of appropriate tools will depend on the specific needs of the company and its ability to process and interpret the data collected.

How can language and cultural barriers be overcome?

Successful Social Media Listening in China requires a deep understanding of language and cultural barriers. Companies must therefore prioritize hiring local experts or training their teams on the subtleties of Chinese language and culture. An empathetic and informed approach, combined with a well-designed listening strategy, will overcome these challenges so that the benefits of Social Media Listening can be fully realized in this complex and ever-changing market.

This will obviously help you avoid errors of understanding and interpretation which can cause catastrophic situations for companies seeking to establish themselves in the Chinese market.

Case studies and best practices

The success of Social Media Listening in China can be illustrated by case studies that have shown the benefits of implementing this practice.

Let’s take the example of the world-famous cosmetics brand L’Oreal .

L’Oréal has been able to adapt to the changing preferences of Chinese consumers by analyzing online discussions. By monitoring emerging trends on platforms like Weibo and Xiao Hong Shu (Little Red Book in English), the brand identified a growing interest in skincare products made with natural ingredients. As a result, it launched a new range of eco-friendly products, which was enthusiastically received, generating a significant increase in sales and online engagement.

Another brand, specializing in consumer electronics, used Social Media Listening to collect feedback on a new product launched onto the Chinese market. Feedback collected on Douyin and WeChat revealed some functionality issues, allowing the brand to quickly resolve them. This responsiveness not only improved customer satisfaction, but also strengthened the brand’s reputation for attentive customer service.

So, best practices that can be learned from these case studies include:

• Actively listening to consumers to identify trends and adjust product offerings accordingly.
• Responsiveness to customer feedback to improve products and services.
• The strategic use of insights collected through Social Media Listening to guide marketing and product development decisions.

Challenges and Legal Considerations in Social Media Listening in China

Understanding social media regulations and laws in China

Social Media Listening in China presents unique challenges, particularly due to the Chinese government’s strict regulations and focus on social media.

Brands must be aware that, as in any country, content restrictions linked to each social network as well as government guidelines must be followed. China is no exception!

To avoid violations that could result in penalties or bans from their social media accounts, it is important that companies looking to practice Social Media Listening ensure that they comply with the law .

Local Partnership: the key to a compliant and effective listening strategy

It is customary to contact a local agency to make sure you are implementing the right practices and understand Social Media Listening in China.

Additionally, the collection and use of user data is subject to strict privacy laws, requiring transparent and secure data collection practices.

Here are our best tips for navigating the Chinese regulatory landscape:

• Stay informed about the latest laws and regulations regarding social media and data protection in China.
• Collaborate with local partners who understand the regulatory landscape and can provide valuable advice.
• Be prepared to quickly adapt your Social Media Listening strategy in response to regulatory changes.

Conclusion

In a world where information moves ever faster, getting ahead and anticipating is now vital for the majority of companies that wish to remain competitive.

Social Media Listening is therefore a powerful tool , which makes it possible to respond to this need for anticipation , to understand and effectively engage the Chinese consumer – a market which is known for its complexity and rapid evolution. By adopting a strategic approach, using the right tools and skillfully navigating the regulatory landscape, brands can gain a competitive advantage through good Social Media Listening practice to improve their positioning and success in China.

Numerous case studies and best practices highlight the importance of this approach, encouraging businesses to integrate Social Media Listening as a key component of their digital marketing strategy in China.

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

HI-COM is a digital marketing agency that provides businesses around the world 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 follow our news and entry into the Chinese market and contact us directly on WeChat: