(Source: https://pltfrm.com.cn)
China has a unique and varied digital landscape with its own set of platforms and channels that differ from the West. If you’re considering advertising in China, here’s a list of key platforms and channels you should be aware of:
- WeChat (微信): Often referred to as the ‘super app’, WeChat is an all-in-one platform with features ranging from messaging to social media, to mobile payment. Brands often set up official accounts to engage users and push content.
- Weibo (微博): A microblogging platform similar to Twitter, Weibo allows for more open social sharing and has a vast user base, making it a popular choice for brand promotions and celebrity endorsements.
- Douyin (抖音): Known as TikTok outside China, Douyin is a short video platform that has gained immense popularity. It’s great for brands aiming for younger demographics.
- Tmall (天猫) & Taobao (淘宝): Owned by Alibaba Group, these e-commerce giants offer advertising opportunities, including branded storefronts and promotional campaigns.
- JD.com (京东): Another e-commerce giant where brands can set up official stores and run advertising campaigns.
- Baidu (百度): China’s primary search engine, akin to Google. Baidu offers Pay-Per-Click advertising, similar to Google AdWords.
- Zhihu (知乎): Similar to Quora, Zhihu is a Q&A platform where brands can engage in content marketing, answer queries, and build thought leadership.
- Kuaishou (快手): A short video and live streaming platform that’s a rival to Douyin and popular among users outside of China’s tier-1 cities.
- Xiaohongshu (小红书): Also known as RED, it’s a lifestyle platform where users share product reviews, tutorials, and life tips. It’s particularly popular for beauty, fashion, and lifestyle brands.
- Bilibili (哔哩哔哩): A platform known for its anime, comics, and game (ACG) content. It’s also a place where users upload videos and is growing in popularity among younger audiences.
- QQ & QZone: Owned by Tencent, QQ is an instant messaging app, while QZone is a social networking platform where users can post blogs, photos, and more.
- Meituan-Dianping (美团-大众点评): This is a go-to platform for local business reviews, similar to Yelp, and also offers group buying deals.
- Toutiao (今日头条): A content discovery platform that uses AI to recommend news and articles to its users.
When planning your advertising strategy in China, it’s essential to understand your target audience, their online habits, and preferences. Depending on the brand and product, some platforms may be more suitable than others.
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!
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