(Source: https://pltfrm.com.cn)
Programmatic costs in China no longer follow global averages—local algorithms, data regulations, and platform monopolies have created a unique pricing landscape. Here are the exact 2025 benchmarks overseas brands are using to negotiate DSP contracts and optimize spend.
1. Platform-Specific CPM Evolution
1.1 Alibaba Momedia (Youku + Alliance) Video CPM for overseas brands averages RMB 45–78, with 6-second unskippable formats at the higher end. Native in-feed units remain cheapest at RMB 28–42 with 75%+ completion rates.
1.2 ByteDance Giant Engine (Douyin + Toutiao) PMP deals for premium inventory now start at RMB 85–110 CPM, while open auction averages RMB 52–68. Brands using lookalike + retargeting layers see effective CPM drop 25–30% through performance uplift.
2. Minimum Effective Budget Thresholds
2.1 Daily Spend Requirements Most platforms enforce RMB 50,000–100,000 daily minimums for overseas brands to access premium inventory and lookalike modeling. Dropping below triggers 15–40% higher effective CPMs.
2.2 Testing Phase Benchmarks Top agencies now recommend RMB 1.5–3 million initial 14-day testing budgets to gather statistically significant data across 30+ creatives and 5+ audience segments.
3. Creative Format Performance Benchmarks
3.1 Vertical Video vs Horizontal Vertical 9:16 formats on Douyin and WeChat Video Accounts outperform horizontal by 180–240% in CTR and 40–60% lower CPC.
3.2 Interactive & Shoppable Units Douyin Spark ads and WeChat card-style interactive ads achieve 3.2–5.1% engagement rates—up to 8× higher than static banners.
4. Seasonality Impact on Pricing
4.1 Peak Period Premiums CPM rises 80–180% during 618 and Double 11 pre-heat phases. Brands that lock PMP deals 60 days in advance save 35–50% versus last-minute open auction buying.
Case Study: Australian Wine Brand Penfolds In Q3 2025, Penfolds executed a programmatic-only campaign with RMB 120 million budget across Tencent, ByteDance, and Alibaba DSPs. By enforcing strict CPM caps (≤ RMB 92) and viewability thresholds (≥ 85%), the campaign achieved 1:7.1 ROAS and 318% YoY sales growth on Tmall flagship store.
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. With over a decade of experience optimizing programmatic campaigns for overseas brands, we turn benchmarks into predictable growth. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
