(Source: https://pltfrm.com.cn)
Introduction
China’s media buying ecosystem is evolving faster than ever, driven by AI automation, new privacy regulations, and shifting consumer habits. Overseas brands that understand and adopt the latest trends early will secure significant cost advantages and performance edges in 2026. Here are the five trends that will define success in the year ahead.
- AI-Powered Bidding & Creative
1.1 Automated Creative Optimization Dynamic Assembly: Platforms like ByteDance’s Sparkle and Tencent’s intelligent creative suites now generate thousands of ad variations in real time. Top performers automatically receive higher distribution. Brands using DCO see 25–40% higher CTRs with minimal manual effort. 1.2 Predictive Bidding Algorithms Next-Gen Forecasting: Advanced machine-learning models predict conversion probability at the impression level, shifting spend toward users most likely to act. Early adopters report 15–30% improvements in ROAS compared to traditional rules-based bidding. - Rise of Retail Media Networks 2.1 Tmall & JD Dominance Closed-Loop Expansion: Retail media budgets on Tmall (Youzhuan) and JD Kyushu are growing 40%+ year-over-year, offering unmatched first-party purchase data. Overseas brands that integrate retail media into the full funnel capture both branding and performance benefits. 2.2 Douyin Store Integration Shoppable Evolution: Native storefronts inside Douyin now account for over 50% of GMV for many categories. Media buyers who merge interest-based ads with in-app stores achieve seamless conversion paths and significantly lower CAC.
- Privacy-First Targeting Solutions
3.1 Contextual 2.0 Signal Replacement: With IDFA-style identifiers disappearing, contextual signals enriched by on-device AI are filling the gap. New solutions analyze page content, user mood, and even weather in real time. Performance degradation has been minimal for sophisticated buyers. - Livestream & Shoppertainment Dominance
4.1 Mega KOL Events Peak Moments: Single livestream events with top KOLs now routinely drive eight-figure GMV in hours. Securing slots 3–6 months in advance and combining paid media amplification is the new standard for major launches.
Case Study: American Beauty Brand’s 2025
Singles’ Day Campaign By allocating 55% of media budget to Douyin shoppable livestream slots with three mega KOLs, 30% to Tmall retail media for retargeting, and 15% to AI-optimized in-feed prospecting, the brand generated RMB 180 million in sales on 11.11 alone — a 420% year-over-year increase — while maintaining 6.8× ROAS across the entire media mix.
Conclusion
The future of media buying in China belongs to brands that embrace AI automation, retail media integration, privacy-safe targeting, and shoppable formats at scale. Overseas brands that align their 2026 strategies with these trends will dominate attention and conversion in the world’s most competitive digital market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation! info@pltfrm.cn
