Demand-side platforms provide services for brand advertisers or ad agencies, acting as an automated online advertising purchasing system known as DSP (Demand-Side Platform). DSPs enable advertisers or ad agencies to programmatically select targeted traffic and purchase ad spaces, control budgets, and optimize advertising strategies in real-time. As an integral part of digital marketing and programmatic advertising, DSP platforms offer advertisers an efficient and intelligent way to deploy ads.

Classification of Chinese DSP Platforms and Corresponding Suppliers

Analysis of Entrants

Ad agencies or ad networks transitioning into DSPs: With a wealth of advertiser resources, these companies can directly integrate into the DSP landscape. Their entry can involve building a technical team to develop a DSP, purchasing a DSP technology solution for private deployment, or acquiring a DSP company outright, with representatives such as HaoYe and others.

Ad Exchange or SSP companies expanding into DSPs

These companies, with significant traffic resources, aim to connect directly with advertiser resources. Leveraging existing technical capabilities, they typically develop a DSP in-house, with representatives including Baidu, Alibaba, Tencent, Youku, and more.

Pure-tech companies entering DSPs

Originating from a technical background, these companies have entered the programmatic advertising field rapidly, using their technological edge. Representatives include YOYI Technology and others.

Large-budget advertisers building their DSPs

With ample advertising budgets, these advertisers seek to efficiently utilize their proprietary data to enhance campaign performance and gain transparency over traffic. Their approach can range from developing a technical team for DSP creation to purchasing technology solutions for private DSP deployment. The YOYI Plus team offers a DMP+DSP model, providing large-budget advertisers with a solution for the efficient use of first-party data and transparent execution of programmatic advertising.

DSP Types in China

Based on the resources connected and the target of service, DSPs can be further classified into Pure Web DSPs, Mobile DSPs, Cross-screen DSPs, and DSP+.

Pure Web DSPs

Focus on web traffic and services for web-oriented clients, evolving towards cross-screen DSP capabilities.

Mobile DSPs

Concentrate on mobile traffic and advertisers targeting mobile users.

Cross-screen DSPs

A hybrid of PC and mobile DSPs, offering inventory across multiple screens, including computers, smartphones, tablets, etc. YOYI Plus is a leading cross-screen DSP in China with Mobile, PC, OTT, and CTV inventories in hand.

DSP+

Encompasses various specializations such as DSP+advertiser types (e.g., performance DSPs, brand DSPs), DSP+vertical industries (e.g., financial DSPs, e-commerce DSPs), DSP+resource types (e.g., video DSPs). However, performance DSPs now generally serve brand clients as well, making pure performance DSPs rare.

Depending on the background of the DSP owner, such as owning proprietary media or being an advertiser themselves, DSPs can be categorized as follows.

Third-Party Independent DSPs

DSP platforms that bid on traffic from various Ad Exchanges/SSPs. Notable examples include YOYI TECH, FancyDigital, WiseMedia, Domob, etc..

Large Media Proprietary DSPs

Private DSPs are built by large media companies with their traffic. Examples include Tencent DSP, Sina DSP, Youku DSP, Toutiao DSP, etc. These DSPs have competitive advantages due to their unique traffic resources but may face challenges when advertisers seek cross-media frequency control for multi-media campaigns.

Advertiser Proprietary DSPs

Large advertisers, due to the privacy of their business data, cannot apply it to third-party DSP platforms. To activate this data, some advertisers opt to build their DSPs, using their technology and business data for ad deployment, achieving self-operation. Examples include Ctrip DSP, NetEase DSP, etc.

DSPs with Unique DMP Data

Companies like UnionPay with POS transaction data, and Opsmart Technology, with data from large offline traffic scenarios, use DSPs for monetization. These companies are relatively neutral in ad traffic and create value for advertisers through unique data, which is their core driving force.

Trading Desk (TD)

A Trading Desk, similar to a DSP, provides an integrated technical solution for managing multiple DSP platforms. Advertisers can manage campaigns across various DSPs through a TD, including budget allocation, strategy adjustment, and performance reporting. TDs typically serve brand advertisers who often advertise across multiple DSP suppliers, involving overall budgeting, frequency control, and unified campaign management.

TDs can be categorized into Agency Trading Desks (ATDs), Independent Trading Desks (ITDs), and Brand Trading Desks (BTDs).

Agency Trading Desks (ATDs)

Trading desks within 4A agencies serving multiple brand advertisers, such as Xaxis, Accuen, AOD, and Changrong.

Independent Trading Desks (ITDs)

Similar to ATDs they serve multiple ad agencies or direct clients, like YOYI OneDesk, Chinapex, and Fuge.

Brand Trading Desks (BTDs)

Trading desks are built in-house by advertisers or with technology providers for internal use, such as the Yili Trading Desk.

Selection and Evaluation Criteria for Chinese DSP Suppliers

Before advertising deployment, it’s crucial to select and evaluate DSP suppliers effectively. A good supplier can make advertising efforts much more effective, while a poor choice can lead to inefficiencies and potential fraud.

Key considerations when choosing a DSP include traffic, performance, product, service, and pricing. Traffic refers to media resources, performance is tied to technical capabilities, data strength, and algorithmic prowess. The product backend focuses on the ad deployment and management interface. Service is related to the company’s background and service capabilities, while pricing models determine the cost-effectiveness of the DSP. Advertisers can assign different weights to these factors, score them, and ultimately select a DSP with strong comprehensive capabilities as a partner.

●Media Resources: The advantages of DSP media resources, including featured media, ad types, and volume.

●Technical Capabilities: Including DSP functional modules and hardware equipment. Functional modules assess precise targeting capabilities and technical highlights; hardware equipment refers to data center and server resources, verifying the DSP’s authenticity.

●Data Strength: Measures whether the DSP has sufficient data to support precise ad deployment, either from its data or third-party DMP data.

●Algorithmic Capabilities: Examines whether the DSP has an algorithmic optimization model to automatically adjust and optimize ads, reducing manual workload while ensuring campaign effectiveness.

●Product Backend: Evaluates the completeness, maturity, stability, and usability of the DSP’s ad deployment backend.

●Company Background: Provides an overview of the DSP company to assess reliability, including company introduction, team members, awards, patents, and the ability to serve major clients.

●Service Capabilities: Assesses the professionalism (including data analysis, reporting, and emergency service capabilities) and stability of the DSP execution team.

●Pricing Models: Media pricing, service fees, and pricing transparency are also critical for advertiser evaluation.

YOYI Plus, as a leading DSP in China, has cross-screen delivery capabilities for various traffic terminals including PC, mobile, OTT, and CTV, covering over 80% of media traffic in China. With robust audience data and tagging capabilities, it helps brands acquire precise public domain advertising traffic more efficiently, enhancing brand exposure and ad interaction effects.

Driven by the digital wave, China’s advertising market has shown a diversified development trend. From traditional television and radio to modern internet platforms, various media provide publicity and promotional services for different industries. At the same time, various advertising agencies play an important role in the market, providing customized marketing solutions for brands.

Television Advertising and Its Primary Industries

Television advertising has always been an important choice for advertisers due to its extensive coverage and strong visual experience. It combines visual images, colors, and movements to create a deep impression, effectively displaying product features and establishing an emotional connection with the audience. Especially for seasonal products and urgent promotions, the immediate dissemination capability of television advertising is crucial.

The main industries of television advertisers include the food industry (such as health care products, snacks, and cooking oil), the beverage industry (such as infant formula, UHT milk, tea, and yogurt), the commercial and service industry (such as healthcare institutions and retailers), and the personal goods industry (such as glasses/contact lenses, men’s razors, watches, and cleaning products). These industries not only enhance brand awareness and memorability through television advertising but also increase the brand’s authority and trustworthiness.

Outdoor Advertising and Its Primary Industries

Outdoor advertising, with its 24-hour long-term exposure and wide visibility, covers densely populated areas, ensuring that brand messages are seen by a large number of people. Outdoor advertising has strong geographical targeting, precisely attracting the target audience in business districts or communities. Compared with television and online advertising, outdoor advertising has a strong visual impact, high cost-effectiveness, and helps in long-term brand reinforcement.

The main industries of outdoor advertisers include the beverage industry (such as mineral water, fruit and vegetable juice, and yogurt), the food industry (such as snacks, series of food products, and health care products), the cosmetics/bathroom products industry (such as skincare products, baby hygiene and bathroom products, and oral care products), the home appliance industry (such as home appliances and smart appliances), and the alcoholic beverage industry (such as Chinese meals wine, medicinal wine/tonic wine, and fruit wine). Outdoor advertising, integrated with technology, can provide interactive experiences, establish emotional connections, and enhance market coverage.

Radio Advertising and Its Primary Industries

Radio advertising attracts a mobile audience, such as drivers and commuters, with its extensive coverage and immediacy. It is cost-effective, especially suitable for small businesses, and has the flexibility to respond quickly to market changes. Localized radio can penetrate specific communities, and the emotional connection between program hosts and listeners enhances the trust in advertisements.

The main industries of radio advertisers include the food industry (such as health care products, corporate image of food, and condiments), the entertainment and leisure industry (such as scenic spots, national and city image, restaurants, tourism product service organizations, and hotels), the commercial and service industry (such as education/training categories), and other industries (such as home decoration, e-commerce brands, drugs, post and telecommunications, and alcoholic beverages). The high frequency of contact and multitasking advantages of radio make brand messages frequently and naturally blend into daily life.

Internet Advertising and Its Primary Industries

Internet advertising stands out for its target accuracy, cost-effectiveness, and measurability. It allows brands to finely target based on user characteristics, covering the vast user base of the internet. The flexibility and customization of Internet advertising allow brands to quickly respond to market changes, and interactive elements such as links and social media increase user participation.

The main industries of internet advertisers include IT products and office automation services (such as WeChat Work, DingTalk, etc.), major e-commerce/internet/video platforms (such as Taobao, TikTok, iQiyi, and other brands), the transportation industry (such as online car-hailing, carpooling, etc.), the financial industry (such as major banks, funds, and stock agency organizations), post and telecommunications (such as mobile phones, broadband packages, etc.), entertainment and leisure activities (such as exhibitions, performances, etc.), as well as the real estate/construction industry, industrial goods, and the alcoholic beverage industry. The multi-platform placement ability and creative freedom of Internet advertising provide brands with a variety of promotional methods.

Introduction to Advertising Agencies in the Chinese Market

Advertising agencies act as a bridge connecting advertisers and media channels, providing professional advertising placement and marketing services. Based on the content and characteristics of the services, advertising agencies can be divided into the following categories.

4A Creative Agencies

Focus on creating innovative and impactful advertising content, such as visual design, advertising copy, and brand stories. For example, Ogilvy, Accuen, and Angis, etc.

Media Agencies

Responsible for media planning and purchasing, helping brands effectively place advertisements on various media channels. Services include media strategy development, market analysis, media negotiation and purchasing, ad placement, and effectiveness evaluation.

PR Agencies

Focus on shaping and maintaining brand images, and communicating with the public through media relations, event marketing, and crisis management. Services include press release writing, media interview arrangements, brand spokesperson management, and crisis PR strategies.

Digital Agencies

Focus on digital marketing and online advertising, including search engine optimization (SEO), search engine marketing (SEM), and social media marketing. Services include website design, content marketing, email marketing, data analysis, and digital ad placement.

Entertainment Marketing Agencies

Combine entertainment industry resources, such as movies, TV, music, and sports, to create joint marketing opportunities for brands. Provide entertainment marketing solutions such as brand implantation, event sponsorship, celebrity endorsements, and content cooperation.

Media Communication Agencies

Focus on disseminating brand information through various media channels, which may include online and offline communication strategies. Services may involve ad placement, content distribution, media relationship establishment, and brand communication activities.

MCN Agencies

Multi-Channel Networks provide content management, business cooperation, and audience growth support for video and social media content creators. Services include content creative guidance, copyright management, brand cooperation opportunities, audience analysis, and revenue optimization services.

Social Media Marketing Agencies

Focus on helping brands establish and maintain a social image on social media platforms. Services include social media account management, content creation, audience interaction, ad placement, and social media strategy development.

Overview

Ad Exchange platforms (AdX) integrate advertising resources and networks, facilitating the sale of advertising space through various transaction methods, including programmatic direct buying, preferred deals, and real-time bidding. DSPs can interface with AdX to purchase media ad impressions transparently through different transaction methods, accurately targeting audiences to improve advertising ROI. Theoretically, the role of a Supply-Side Platform (SSP) is to connect with media and then to AdX. However, since the functionality of SSPs is now essentially the same as AdX, we can discuss Ad Exchange and SSP together under the term AdX.

Common Transaction Models of Domestic AdX

PDB (Programmatic Direct Buying):PDB is the preferred model for the highest quality advertising resources in media. These resources are often in high demand and sought after by advertisers. To secure these premium resources, advertisers typically negotiate a fixed price with the media in advance, reserving these spots exclusively. Unlike traditional advertising, PDB allows for audience targeting, but this targeting is limited to a few broad demographic dimensions.

PD (Preferred Deals):After the highest-quality resources are secured by major brands, there remains a pool of relatively high-quality resources with uncertain impressions. If an advertiser purchases these uncertain volumes at a negotiated price, this model is known as PD. The downside of PD is the uncertainty of resource allocation, but the advantage is that the advertiser does not have to commit to a certain volume of impressions and can target the specific audience they need, preventing waste of advertising resources.

RTB (Real Time Bidding):After the high-quality resources are purchased, there will always be some less desirable resources left that are not favored by advertisers. Media does not want to waste these long-tail and lower-quality resources, so they are put on the open market for smaller advertisers to bid on through RTB. The placement and pricing of these resources are uncertain and determined in realtime.

Comparison of AdX Transaction Models

Model	Buying Method	Requires Advance Order	Display Priority	Guarantee Volume	Resource Quality	Resource Placement Reservation	Pricing and Volume Guarantee
PDB	Fixed CPM/CPD	Yes	Highest	Yes	Premium	Yes	Fixed price, fixed volume
PD	Fixed CPM	Yes	After premium	No	Relatively good	No	Fixed price, no volume guarantee
RTB	Bid CPM	No	Remaining traffic	No	Non-premium	No	No price or volume guarantee

Classification and Examples of Domestic AdX

AdX platforms are generally classified into public and private AdX based on their ownership of the main media resources.

Public AdX:Public AdX does not own media resources and acts as a typical intermediary matching buyers and sellers. The characteristics of these AdX include large traffic volume and low prices, but the quality of traffic is inconsistent, mainly consisting of long-tail traffic and a small amount of surplus traffic from top vertical media (media that have not established their own AdX).

Private AdX:These AdX platforms belong to major media owners and are centered around the resources of these media. Examples include the AdX of major portal media (Tencent, Sina, Sohu, etc.), video media (YouTube, IQIYI, LeTV, etc.), and emerging mobile media (Xiaomi, Momo, etc.). The traffic quality of these AdXsis relatively better since it is the media’s traffic, and the prices are slightly higher. Sometimes, to reduce the overall buying cost, these AdX may also introduce cheaper external media traffic in addition to their own.

AdX as a Key Gatekeeper in Advertising Review

In the advertising placement process, the review of advertising materials and the qualifications of advertisers is a key step that directly affects the efficiency of advertising placement, the quality of advertising, and the reliability of advertising information. The media that ultimately publishes the information is the responsible entity as stipulated by advertising law.

As the most centralized hub of advertising transactions, AdX has become the main gatekeeper for the review process. The review mainly involves the qualifications of advertisers, the upload and review of advertising materials, the review of advertiser qualifications and materials from the DSP side, and the review of advertiser qualifications and materials from the AdX side. Understanding the review entities should provide a basic understanding of whom to consult and appeal to in daily work practice.

KPIs Around AdX

These data indicators are seen from the perspective of AdX and may not be the same as what DSPs see due to network losses:

● Total available bid requests: Based on the total traffic of AdX, the total number of bid requestscan be sent to various DSPs, which isconsideredas the available inventory of AdX.

● Filtered request volume: After setting filtering conditions on the AdX self-service platform, the number of bid requests filtered by each DSP, such as filtering certain sizes or websites.

● Actual request sent: AdX will send the actual number of bid requests to each DSP based on the QPS limits set by the DSP on the AdX self-service platform. This indicator shows how much inventory the DSP can see, and AdX can also evaluate the consumption capacity of each DSP.

● Actual request rate: The ratio of the actual number of requests sent by AdX to each DSP to the total number of available bid requests. AdX can use this indicator to assess the consumption capacity of each DSP.

● Number of bids: The number of bids a DSP participates in.

● Bid participation rate: The proportion of the number of bids a DSP participatesininto the actual number of requests sent. AdX can use this indicator to assess the purchasing willingness of each DSP.

● Number of abandoned bids: The number of bids a DSP has abandoned as seen by AdX (actual request number – number of bids).

● Abandoned bid rate: The ratio of the number of abandoned bids a DSP has to the actual number of requests sent.

● Number of valid bids: The number of bids successfully responded to that meet the placement constraints (can be placed) for materials and advertisers.

● Number of invalid bids: The number of invalid bids due to reasons such as unreviewed advertiser qualifications, banned industries and categories, response timeout, parsing errors, etc. AdX can use this indicator to assess the technical and execution management capabilities of each DSP and assist in reducing this number.

● Response timeout count: The number of network failures or response timeouts (generally required <100ms) received from a DSP.

● Response timeout rate: The ratio of the response timeout count of a DSP to the actual number of requests sent. AdX can use this indicator to assess the technical capabilities of the DSP’s Bidder and network conditions.

● Parsing error count: The number of parsing failures caused by incorrect data packet formats returned by a DSP in the bidding process.

● Parsing error rate: The ratio of the parsing error count of a DSP’s returned package to the actual number of requests sent.

● Number of successful bids: The number of advertising exposure opportunities successfully won by a DSP.

● Bid success rate: The ratio of the number of successful bids a DSP has to the number of bids participated in.

● Number of failed bids: The number of bids a DSP did not win in the bidding process because the bid was not the highest (valid bid number – number of successful wins).

● Bid failure rate: The ratio of the number of failed bids a DSP has to the number of bids participated in.

● Traffic utilization rate: The ratio of the number of successful bids a DSP has to the actual number of requests sent.

A DMP (Data Management Platform) can provide audience targeting for advertising campaigns through demographic labeling and establish user profiles based on campaign data. It manages these labels and facilitates retargeting, thereby helping advertisers or agencies review and optimize their advertising strategies more efficiently.

Classification of DMPs

Based on the ownership of the DMP platform, DMPs are categorized into first-party, second-party, and third-party DMPs.

● First-Party DMP: Refers to an internal DMP built by large advertisers themselves or with the help of external technology providers. It is used for analyzing and managing user data, providing decision support and user data support for marketing processes and is widely used in industries such as e-commerce, gaming, and travel.

● Second-Party DMP: Refers to a DMP built by demand-side service providers (usually DSPs) to assist advertisers in better campaign deployment, enhancing effectiveness while increasing the volume of placements, indirectly boosting the advertiser’s spending on the demand-side platform.

● Third-Party DMP: Refers to a DMP primarily engaged in data transactions, offering services such as data exchange and sales to demand-side entities. It typically requires integration with DSPs before being applied to advertising campaigns. If it involves PC data, a cookie mapping process is also necessary between the DSP and DMP.

Classification and Enumeration of Data Suppliers

There are numerous third-party data providers in the market. Here are some of the larger ones:

● BAT: Alibaba’s e-commerce data, Tencent’s social data, and Baidu’s search data. Generally, these data sources have relatively high barriers to access.

● Companies with a wealth of valuable offline data: It’s important to highlight offline data, as we live in the real world where online behavior may not truly reflect our intentions. For instance, a user browsing cars online may not necessarily intend to purchase, but a visit to a car dealership suggests a high likelihood of intent. Typical representatives include companies like Zhanhui Zongying, which holds real user activity data from airports, high-speed railways, and the automotive industry chain, and UnionPay Smart, which has offline transaction data from POS machines. Recently, these data-rich companies have been activating data monetization models, offering advertisers superior programmatic advertising solutions through self-built DSPs and unique DMPs.

● Third-party monitoring companies also hold a large amount of advertising campaign data due to the nature of their business. Typical representatives include companies like MiaoZhen and AdMaster; mobile representatives include TalkingData and Umeng.

● Media companies also provide demographic data services (such as gender, age,andinterests), but the coverage of a single media source is inherently limited.

● Traditional CRM technology service companies are also present, but integrating CRM data with online data has always been a challenging issue.

● DSP companies also possess some data, primarily sourced from advertising traffic. Advertising exchanges provide user and media information data such as the current media, position, and IP of the user’s advertisement to help DSPs make better bidding decisions based on user behavior. As a result, DSPs have accumulated a wealth of data based on this advertising traffic and their past advertising performance data. However, since this data is carried within the advertising traffic and much of the RTB traffic is “remnant traffic,” it has a certain degree of fragmentation and may not reflect the entirety of a user’s online behavior. Especially on mobile ADX, unlike PCs, it cannot provide the URL of each ad content page, only the App in which the user’s ad is displayed, and the latitude and longitude obtained is merely the user’s offline location when the App is opened to display the ad, which may not reflect the user’s entire movement trajectory. Therefore, such fragmented datamakes itdifficult to analyze and label user behavior as continuously and precisely as on the PC side.

Basic Functionality and Core Process of Data Sample Learning

The most fundamental function of a DMP is to collect various online and offline data through different means and channels. The types of data can be diverse, not limited to advertising campaign data but also including CRM, surveys, third-party, and other data sources. Advertisers focus on different aspects of data from different sources:

● ForFirst-Party DMPdata, advertisers are more concerned with the analytical capabilities of first-party data, such as consumer behavior analysis on official websites and offline, and media attribution analysis.

● ForSecond-Party DMPdata, advertisers are more concerned with the application of second-party data in advertising campaigns and the impact of media content and categorization on advertising efficiency.

● ForThird-Party DMPdata, advertisers focus more on the efficient output methods and connectivity and effectiveness of the data.

The basic functionality of a DMP mainly revolves around various stages such as data collection, cleansing, integration, management, analysis, and application.

Data collection, cleansing, integration, and management focus on aspects such as timeliness, accuracy, reliability, stability, scalability, and automation of data processing.

Data analysis and application focus on the mining of “people” and “patterns” within the data. Creating audience profiles, classifying and tagging data, and providing guidance for marketing and decision-making are key.

With the robust growth of China’s economy and the acceleration of digital transformation, China’s advertising market has become one of the most dynamic advertising ecosystems globally. However, the rapid development of the advertising industry has also brought many challenges, such as false traffic, brand safety issues, and data transparency. These issues not only harm the interests of advertisers but also impact the consumer experience. Therefore, advertising verification platforms have emerged in China, becoming key to ensuring the authenticity, effectiveness, and safety of advertising placements.

I. Classification of China’s Advertising Verification Platforms

Understanding the different types of advertising verification platforms helps advertisers better grasp their role in the market and strengthen their understanding of the ecosystem of China’s advertising market. Advertising verification platforms can be divided into the following types based on their main functions and services:

● Advertiser Verification Platforms:These platforms focus on verifying the identity, qualifications, and creditworthiness of advertisers to ensure their legality and integrity, preventing false advertising and fraudulent activities.

● Advertising Content Verification Platforms:These platforms are mainly used to verify the compliance and accuracy of advertising content, including whether the advertising involves false propaganda, misleading statements, or infringement.

● Traffic Verification Platforms:Traffic verification platforms focus on verifying the quality of traffic for advertising placements, ensuring that the traffic obtained by advertisers is genuine and effective, preventing traffic fraud and volume brushing behavior.

● Data Verification Platforms:These platforms provide data verification services to ensure the authenticity and accuracy of the data used by advertisers and advertising platforms, such as audience data and click-through rate data.

● Programmatic Advertising Verification Platforms:These platforms combine programmatic advertising purchase technology to provide automated advertising verification services, helping advertisers and advertising platforms monitor and manage advertising activities in real time.

● Anti-Fraud Platforms:Focused on preventing advertising fraud, including click fraud, installation fraud, etc., identifying and blocking fraudulent traffic through technical means.

● Brand Safety Verification Platforms:These platforms focus on protecting the brand safety of advertisers to avoid ads appearing in inappropriate content or environments, such as bad content, pirated content, etc.

II. Examples of China’s Advertising Verification Platforms

Next, let’s look at some well-known advertising verification platforms in the Chinese market to intuitively feel the role and influence of these platforms.

● Alibaba’s Diamond Stand:Mainly used for verifying the effectiveness of advertising on the Taobao and Tmall platforms, ensuring the effectiveness and transparency of advertising placements.

● Baidu’s Baiqingteng:Provides monitoring and verification services for advertising placements, helping advertisers evaluate the effectiveness of advertising placements and optimize advertising strategies.

● Tencent’s Advertising Insights:Tencent’s advertising verification platform, is used to verify data such as advertising exposure, clicks, and conversions, enhancing the advertising placement effect for advertisers.

● Weibo Super Manager:An advertising management and performance monitoring platform launched by Weibo, helping advertisers monitor the effectiveness of advertising placements and conduct data analysis.

● JD Jingzhuntong:It has successfully passed the Traffic Anti-Fraud Project Evaluation CAF certificate issued by TAG (Trustworthy Accountability Group, a U.S. advertising self-regulatory organization), becoming one of the first comprehensive advertising platforms in China to obtain this certification.

These platforms help advertisers improve the transparency and effectiveness of advertising placements by providing professional verification services.

III. Features of China’s Advertising Verification Platforms

China’s advertising verification platforms have the following features in terms of functionality and characteristics:

● Data Transparency and Strong Monitoring Capabilities:These platforms can usually provide detailed data reports, including key indicators such as advertising exposure, clicks, conversion rates, etc., helping advertisers fully understand the effectiveness of advertising.

● Multi-platform Coverage:For different advertising placement platforms (such as Alibaba, Baidu, Tencent, Weibo, etc.), these platforms provide corresponding verification services with a wide coverage range.

● High Precision:Through big data analysis and artificial intelligence technology, these platforms can accurately evaluate the effectiveness of advertising, helping advertisers accurately optimize advertising strategies.

● Real-time Monitoring and Feedback:Able to monitor the effectiveness of advertising placements in real-time, providing timely feedback on data and analysis results, helping advertisers adjust advertising strategies and improve the effectiveness of advertising placements.

● Compliance and Security:These platforms can usually ensure the compliance of advertising placements, protect user privacy and data security, and comply with relevant laws and regulations.

IV. The Operation Logic of China’s Advertising Verification

(1)Advertising Content Review

● Keyword Filtering:Advertising verification platforms filter keywords in advertising content to exclude illegal, illegal, or sensitive information.

● Image Recognition:Using image recognition technology, scan and analyze images in advertisements to identify any false or misleading content.

● Text Analysis:Through natural language processing technology, conduct an in-depth analysis of advertising copy to ensure its content is true, accurate, and complies with relevant laws, regulations, and ethical standards.

(2)Traffic Anti-Fraud

● Behavior Analysis:Advertising verification platforms analyze user clicks, browsing, and other behavioral data to identify abnormal traffic, such as clickbots, malicious brushing, and other fraudulent activities.

● Device Recognition:Use technical means such as device fingerprinting and IP addresses to identify abnormal access behavior under the same device or IP address.

● Data Cross-Verification:Cooperate with third-party data providers to cross-verify advertising data to ensure the authenticity of advertising displays and clicks.

(3)Advertising Effectiveness Evaluation

● Click-Through Rate Monitoring:Real-time monitoring of the click-through rate of advertisements, analyzing whether user clicks are genuine and effective.

● Conversion Rate Analysis:Track user behavior after clicking on advertisements, such as purchases, registrations, etc., to evaluate the conversion effect of advertisements.

● ROI Calculation:Calculate the return on investment (ROI) of advertisements based on advertising input and output data, providing decision support for advertisers.

(4)Compliance with Laws and Regulations

● Compliance Review:Advertising verification platforms conduct compliance reviews of advertising content to ensure that it complies with relevant laws, regulations, and advertising industry standards.

● Privacy Protection:Strictly comply with data protection laws and regulations during the verification process to ensure the privacy and data security of users.

(5) Technological Innovation and Application

AI Technology:The utilization of artificial intelligence technologies, including machine learning and deep learning, enhances the precision and efficiency of ad verification processes.

Big Data Analysis:Leveraging big data analytics to deeply mine and scrutinize advertising data, providing advertisers with more accurate ad placement recommendations.

(6) Continuous Optimization and Iteration

Feedback Mechanism:Establishing a feedback system to gather the suggestions and advice of advertisers and users, to continuously refine the functionality and services of the ad verification platform.

Technological Updates:Staying abreast of industry trends and technological advancements to ensure timely updates and optimization of the technological infrastructure and algorithmic models of the ad verification platform.

Taking JD Jingzhuntongas an example, the platform has not only provided comprehensive advertising services but has also achieved notable success in ad verification. It has successfully passed the certification for the Certified Against Fraud (CAF) project issued by TAG (Trustworthy Accountability Group), an American advertising self-regulatory organization, becoming one of the first integrated advertising platforms in China to receive this certification. This signifies that JD Jingzhun Pass’s capabilities in preventing traffic fraud and illegal advertising activities in the digital advertising sector have gained recognition from an international authoritative body.

Chinese ad verification platforms play a crucial role in ensuring the authenticity of advertisements and improving their effectiveness. As technology continues to advance and market demands grow, these platforms will keep evolving and innovating, offering advertisers more comprehensive and precise services. Advertisers need to select the most suitable verification platform based on their specific needs and market changes to maximize the value of their ad placements.

In today’s era of information overload, advertising serves as a crucial bridge for communication between businesses and consumers, its significance is self-evident. With the acceleration of digital transformation, the forms and content of advertising have become increasingly diverse. How to effectively monitor and analyze the effectiveness of advertising has become a key link in corporate marketing strategies. Against this backdrop, China’s advertising monitoring and analysis platforms have emerged, providing businesses with comprehensive and accurate advertising effect evaluation and optimization suggestions. This article will explore the development status, main functions, application scenarios, and future trends of China’s advertising monitoring and analysis platforms.

01 Development Background of China’s Advertising Monitoring and Analysis Platforms

In recent years, China’s internet advertising market has expanded, with advertising forms shifting from traditional media such as television, newspapers, and magazines to emerging media like the internet, mobile internet, and social media. The massive growth in advertising content and the diversification of forms have made it increasingly difficult for advertisers to assess the effectiveness of their ads accurately. There is an urgent need for professional tools to assist in decision-making. At the same time, consumer’s advertising acceptance and preferences are constantly changing. How to accurately reach the target audience and improve the conversion rate of advertising has become a focus for advertisers.

Against this backdrop, China’s advertising monitoring and analysis platforms have risen rapidly, relying on advanced technologies such as big data and artificial intelligence to provide advertisers with comprehensive, multi-dimensional advertising effect monitoring and analysis services. These platforms collect, organize, and analyze advertising data to help advertisers understand the actual performance of their ads, optimize advertising strategies, and enhance marketing effectiveness.

02 Main Functions of China’s Advertising Monitoring and Analysis Platforms

The functions of China’s advertising monitoring and analysis platforms are rich and varied, covering aspects such as data collection, real-time monitoring, effect analysis, competitive product comparison, and audience analysis.

●Data Collection:Platforms collect advertising data from various media platforms through web crawling technology and API interfaces, including key indicators such as ad exposure, clicks, and conversion rates. They then clean and integrate this data into a set that can be analyzed.

●Real-Time Monitoring:Provides real-time monitoring services for advertising effects, allowing advertisers to view real-time data at any time, understand the current advertising placement effects, and adjust advertising strategies promptly.

●Effect Analysis:Through data analysis algorithms, it conducts in-depth analysis of advertising effects, including the efficiency of advertising placement, audience response, conversion paths, etc., helping advertisers to fully understand the actual performance of their ads.

●Competitive Product Comparison:Provides data monitoring and analysis services for competitive advertising, helping advertisers understand the advertising strategies of competitors and providing a reference for advertising optimization.

●Audience Analysis:Helps advertisers understand the characteristics and preferences of the target audience through user behavior data and portrait analysis, thereby formulating more precise advertising strategies.

03 Application Scenarios of China’s Advertising Monitoring and Analysis Platforms

China’s advertising monitoring and analysis platforms are widely used in various industries, providing strong data support for businesses to achieve precise marketing and efficient advertising placement.

●E-commerce Industry:E-commerce platforms use advertising monitoring and analysis platforms to evaluate the effectiveness of product promotion ads, optimize advertising placement strategies, and improve product sales and user conversion rates.

●Internet Industry:Internet companies monitor the effectiveness of their brand advertising and competitive advertising through the platform, formulate differentiated advertising strategies, and enhance brand awareness and user stickiness.

●Financial Industry:Financial institutions use advertising monitoring and analysis platforms to analyze the effectiveness of financial product advertising, accurately target customer groups, and improve the ROI of advertising placement.

●Education Industry:Educational institutions monitor and analyze the effectiveness of educational advertising through the platform, understand the preferences and needs of the audience, optimize advertising content, and enhance enrollment effects.

●Fast-moving Consumer Goods (FMCG) Industry:FMCG companies use advertising monitoring and analysis platforms to monitor and evaluate the effectiveness of FMCG advertising in real-time, quickly adjust advertising strategies, and capture market share.

04 Future Trends of China’s Advertising Monitoring and Analysis Platforms

Despite the significant development of China’s advertising monitoring and analysis platforms in recent years, they still face some challenges. First, data privacy and security issues have always been a focus of the industry. How to effectively collect and analyze advertising data while protecting user privacy is an important issue that platforms need to address. Second, the continuous innovation and change in advertising forms require platforms to continuously upgrade their technology to adapt to new advertising monitoring and analysis needs.

However, challenges and opportunities coexist. With the continuous development of technologies such as artificial intelligence and big data, China’s advertising monitoring and analysis platforms are expected to achieve more accurate and efficient advertising effect monitoring and analysis in the future. At the same time, as the demand for advertising effect evaluation by enterprises continues to increase, the market prospects for the platform are also very broad. Looking to the future, China’s advertising monitoring and analysis platforms will show the following development trends:

●Technological Innovation:Platforms will continue to rely on advanced technologies such as artificial intelligence and big data to improve the accuracy and efficiency of advertising monitoring and analysis.

●Data Integration:Platforms will pay more attention to cross-platform and cross-media data integration, providing advertisers with more comprehensive and multi-dimensional advertising effect evaluations.

●Intelligent Decision Making:Through technologies such as machine learning, platforms will provide more intelligent advertising strategy suggestions, helping advertisers achieve more precise marketing decisions.

●Privacy Protection:In the process of data collection and analysis, platforms will pay more attention to user privacy protection, using techniques such as differential privacy and federated learning to ensure the security and privacy of user data.

●Customized Services:Platforms will provide more customized advertising monitoring and analysis services for different industries and different sizes of enterprises to meet their personalized needs.

05 Representative Advertising Monitoring and Analysis Platforms in China

● iResearch

iResearch is one of China’s leading market research institutions, focusing on data monitoring and analysis in the fields of the Internet, new media, and e-commerce. Its advertising monitoring services cover multiple dimensions such as ad exposure, clicks, and conversions, providing advertisers with comprehensive advertising effect evaluations.

Rich data resources, capable of covering multiple advertising channels and platforms make iResearch stand out. In addition to basic advertising effect data, iResearch also provides in-depth industry analysis and trend forecasts. However, for specific enterprises or industries with deep customization service needs, iResearch may not fully meet them.

● Miaozhen Systems

Miaozhen Systems is a leading provider of omnichannel marketing data technology solutions in China, focusing on providing advertisers with advertising effect monitoring, data analysis, and optimization suggestions. Its advantage lies in covering a variety of advertising channels both online and offline, such as search engine advertising, social media advertising, video platform advertising, e-commerce platform advertising, TV advertising, and outdoor advertising, providing comprehensive advertising effect monitoring. At the same time, Miaozhen can also provide enterprises with customized monitoring solutions to meet the specific needs of different enterprises. Of course, due to its advanced technology and comprehensive monitoring coverage, Miaozhen Systems’ service fees may be relatively high.

● AdMaster

AdMaster is a company focused on digital marketing effect monitoring and analysis, providing advertisers with cross-platform, cross-media advertising effect monitoring services, capable of monitoring the effects of various digital advertising platforms, including search engines, social media, video platforms, etc. With advanced tracking and analysis technology, AdMaster, with its professional consulting and service team, provides one-on-one customized services for customers. However, it is worth noting that although AdMaster excels in the field of digital marketing, it may be somewhat insufficient in monitoring traditional advertising channels.

● TrackingIO

TrackingIO is a professional mobile advertising effect monitoring and analysis platform, focusing on the mobile advertising field, with deep experience and technical accumulation in monitoring and analyzing mobile advertising, from user source to user activity, from user retention to behavior analysis, providing comprehensive data monitoring and analysis services. Relative to other platforms, TrackingIO maintains a high-cost performance while providing comprehensive services.

● AppsFlyer

AppsFlyer is a global leader in mobile app marketing attribution and analysis platforms and also has a wide influence in the Chinese market. AppsFlyer has a broad market recognition and user base, together with a professional team in the Greater China region, members of which have rich experience in the mobile internet field and can provide high-quality services for customers. In addition, AppsFlyer is the only third-party platform that has done a deep docking with Facebook, capable of obtaining multi-dimensional data such as exposure, clicks, installations, and costs. However, the platform mainly focuses on mobile applications and may be somewhat insufficient in monitoring other forms of advertising.

China’s advertising monitoring and analysis platforms are playing an increasingly important role in the advertising industry. Through continuous technological innovation and service upgrades, these platforms are expected to provide enterprises with more accurate and efficient advertising effect evaluation and optimization suggestions, helping enterprises stand out in the fierce market competition. However, each advertising monitoring and analysis platform has its unique advantages and disadvantages. Enterprises should choose the most suitable platform based on their own needs, budget, and industry characteristics.

The rapid development of information technology has brought about an unprecedented transformation in China’s media and advertising media industry. From traditional newspapers, magazines, radio, and television to emerging digital media, social media, and short video platforms, the diverse forms of media offer a broad space for information dissemination and advertising promotion. This article aims to help readers understand the development history of Chinese media, the current situation, and the diversity and application of advertising media.

I. The Development History of Chinese Media

In the era of traditional media, newspapers, magazines, radio, and television played a significant role in information dissemination and social supervision. Newspapers, as the earliest form of print media, carried the function of guiding public opinion and social education. Their advertisements were favored by advertisers for their wide dissemination, high authority, and credibility. Magazines attracted a specific audience with their in-depth professional content and exquisite printing, with advertisements that were highly targeted and had good preservation. Radio media, using sound as a means of communication, had the advantages of immediacy, extensiveness, and cost-effectiveness, especially in the era of information scarcity, becoming the main channel for obtaining information. Television, which started in the 1950s, gradually became the main way for family entertainment and information acquisition. Its advertisements were intuitive, vivid, and highly infectious, and with technological progress, the forms of television media have become richer.

Entering the 21st century, new media rapidly rose and changed the media landscape. Internet media broke through geographical restrictions, achieving global information dissemination, with its advertisements being precisely targeted, highly interactive, and trackable. Mobile media, with the popularity of smartphones, became the main channel for obtaining information, with mobile advertisements being convenient, personalized, and immediate, favored by advertisers. Social media such as Weibo, WeChat, and TikTok, through user-generated content and social networks, formed a strong dissemination power, with advertisements achieving precise targeting and efficient communication through user data and behavioral analysis.

II. The Diversity of Chinese Advertising Media

1. Traditional Advertising Media

● Newspaper Advertising:Newspaper advertisements play an important role in brand promotion and product publicity due to their wide dissemination, high authority, and reading rates. Newspaper advertisements come in various forms, including display ads, soft articles, and classified ads. With the popularity of the internet, the rise of electronic newspapers and newspaper apps has diversified the channels for newspaper advertising.

● Magazine Advertising:Magazine advertisements have a high influence in specific fields with their exquisite printing, professional content, and clear audience positioning. They usually use color printing and high-quality images to vividly display product features and brand images. Additionally, magazine advertisements have good preservation, facilitating readers to read and spread repeatedly.

● Radio Advertising:Radio advertisements spread through sound and can cover a wide audience. They have relatively low production costs and are not limited by geography, suitable for national or regional advertising. Moreover, radio advertisements have a strong emotional appeal, stimulating listeners’ desire to purchase.

● Television Advertising:With its intuitive, vivid, and highly infectious characteristics, television advertising has become an important means for advertisers to promote products and shape brands. Television advertisements come in various forms, including narrative ads, product demonstration ads, and celebrity endorsement ads. With the popularity of high-definition and smart TVs, the production level and dissemination effect of television advertisements continue to improve.

2. Emerging Advertising Media

● Internet Advertising:Internet advertising, with its precise targeting, strong interactivity, and trackable effects, has become a new favorite for advertisers. It includes various forms such as search ads, display ads, video ads, and social media ads. Through big data analysis and AI technology, internet advertising can achieve personalized recommendations and precise marketing.

● Mobile Advertising:Relying on mobile devices like smartphones, mobile advertising achieves immediacy, convenience, and personalization of advertisements. It includes various forms such as app splash ads, feed ads, and native ads. Through user behavior analysis and geolocation technology, mobile advertising can achieve more precise targeting and higher conversion rates.

● Social Media Advertising:Social media advertising leverages the user data and behavioral analysis technology of social platforms to achieve precise targeting and efficient dissemination. It includes various forms such as Moments ads, Weibo ads, and TikTok ads. Through social networks and user-generated content (UGC), social media advertising can create a strong word-of-mouth effect and user stickiness.

● Short Video and Live Streaming Advertising:As emerging content forms, short videos, and live streaming have rapidly risen in recent years and are loved by users. Short video platforms like TikTok and Kuaishou attract user attention through short video content and insert advertisements or engage in brand cooperation. Live streaming advertising guides viewers to purchase products or pay attention to brands through the real-time interaction and promotion of the host. With their vivid, intuitive, and highly interactive characteristics, short video and live-streaming advertising have become a new channel for advertisers to promote products and shape brands.

III. Application Practice of Chinese Media and Advertising Media

1. Media Convergence and Cross-industry Collaboration

With the in-depth development of media convergence, the boundaries between traditional and new media are becoming increasingly blurred. Media organizations continuously enhance their communication power and influence through cross-industry collaboration and resource integration. For example, TV stations collaborate with video websites to launch online dramas and variety shows; newspapers collaborate with social media to conduct online interactive activities. These cross-industry collaborations not only enrich the forms of media content expression and dissemination channels but also provide advertisers with more advertising options.

2. Data-driven and Precision Marketing

The rise of big data and artificial intelligence technologies has brought revolutionary changes to the application of advertising media. By collecting and analyzing user data and behavioral characteristics, advertisers can achieve precise targeting and personalized recommendations. For instance, e-commerce platforms analyze users’ purchase history and browsing behavior data to recommend related products and coupons; social media platforms achieve precise targeting and efficient dissemination of advertisements through user profiling technology.

3. Content Marketing and Brand Building

Content marketing has become one of the important means of modern advertising marketing. By producing high-quality and valuable content to attract user attention and participation, advertisers can achieve dual goals of brand building and product promotion. For example, brands attract user attention and interaction by releasing interesting short videos, writing in-depth articles, or holding online events; at the same time, they expand brand influence through user sharing and word-of-mouth on social media platforms.

The Chinese media and advertising media industry is in a period of rapid development and transformation. The integration of traditional media with new media and cross-industry collaboration is becoming a trend; big data and artificial intelligence technologies have brought revolutionary changes to the application of advertising media; content marketing and brand building have become the focus of advertisers. Understanding the development history and current situation of Chinese media and the diversity and application practice of advertising media is of great significance. It is hoped that this article can provide some reference and help for advertisers.

In the digital era, Advertising Technology (AdTech) has become the core driving force of the advertising industry, reshaping the advertising market landscape at an unprecedented rate. It greatly enhances the efficiency and precision of advertising delivery and promotes the digital transformation of the advertising industry. This article will delve into the principles of AdTech, provide a detailed analysis of China’s mainstream advertising technologies and their corresponding tools, and offer strategic advice for advertisers on selecting the right advertising technology tools.

Principles of Implementation

The implementation of AdTech is rooted in the deep integration of big data, artificial intelligence, and automation technologies. Its essence lies in collecting and analyzing multi-dimensional, real-time user data to construct precise user profiles, thereby achieving personalized advertising delivery and performance optimization. This process can be roughly divided into the following key steps:

●Data Collection:User behavior data on the Internet is collected using various methods, including cookie tracking, device ID recognition, social media login information, etc., covering browsing history, search records, purchase behavior, and more.

●Data Processing and Analysis:Raw data is transformed into valuable insights through data cleaning, integration, and modeling, involving advanced analytical techniques such as data anonymization, user segmentation, and interest prediction.

●TargetAudience Positioning:Based on user profiles, algorithmic models identify potential audience groups that meet the needs of advertisers, achieving precise advertising delivery.

●Real-Time Bidding (RTB):On the advertising trading platform (AdExchange), DSPs and SSPs compete for advertising display opportunities through a real-time bidding mechanism. DSPs automatically bid for suitable ad spaces based on the budget and target audience set by the advertiser.

●AdDisplay and Performance Tracking:After the ad content is accurately delivered to the target audience, the system continuously tracks key indicators such as ad display frequency, click-through rate, conversion rate, etc., to evaluate the ad performance and adjust the delivery strategy accordingly.

Overview of Mainstream Advertising Technologies and Corresponding Tools in China

With the vigorous development of the digital economy in China, advertising technology has shown a trend of diversification. Here is an overview of China’s mainstream advertising technologies and their corresponding tools:

●ProgrammaticBuying Platformsprovide comprehensive solutions for programmatic buying, supporting advertisers to deliver ads through RTB or Private Marketplace (PMP),andoptimizing the allocation of advertising resources. Representative platforms include Tencent Advertising, Alimama, Baidu Marketing, andYOYITECH.

●DataManagement Platform (DMP)tools focus on data collection, integration, and management, offering advertisers a wealth of data tags and in-depth analytical capabilities to aid in precise marketing. Representative service providers include Sensors Data, Umeng+, Getui, andYOYITECH.

●Demand-side Platform (DSP)tools allow advertisers to manage their advertising budgets autonomously, set delivery strategies, and adjust the delivery effects in real-time to enhance the ROI of advertising. Representative service providers includeYOYI TECH.

●Supply-sidePlatform (SSP)tools represent the media side, integrating and optimizing their own and third-party advertising resources, offering advertisers a variety of ad space choices, and improving ad fill rates and revenue. Representative service providers include Mango TV Advertising Platform, Youku Advertising Platform, and Toutiao Advertising Platform.

●AdvertisingTrading Platform (AdExchange)tools act as the hub of the advertising market, connecting advertisers, DSPs, SSPs, and other participants, achieving real-time transactions and dynamic pricing of ad spaces. Representative service providers include Tencent Advertising Trading Platform, Baidu Phoenix Nest, and Alimama Taobao Alliance.

●CustomerRelationship Management (CRM)tools not only help businesses manage customer information but also enhance customer experience and promote sales conversion and loyalty through data analysis. Representative service providers include Salesforce,Facishare, and Kingdee Cloud.

●MarketingAutomation (MA)tools can automate tasks such as email marketing, social media posting, and customer journey management, significantly improving marketing efficiency and outcomes. Representative MA tools for the consumer goods market in China include LinkFlow and Convertlab.

●Content and Creative Generation Technologyuses natural language processing, image recognition, and other technologies to automatically generate advertising copy and design materials, improving creative output efficiency. Youyi Technology’s Compass has AI creative production and copywriting capabilities, helping advertisers reduce manpower and enhance creative efficiency.

How Advertisers Choose the Right Advertising Technology Tools

When selecting AdTech or MarTech tools, advertisers should think carefully to ensure that the chosen tools can maximize the realization of their marketing goals. Here are detailed expansions on the five considerations mentioned above to enhance their persuasiveness and practicality:

●Precise Target Audience Positioning:Understand the audience thoroughly by defining their characteristics such as age, gender, geographic location, interests, and purchase behavior. Obtain detailed audience information through market research and user profile construction.

●Tool Matching Degree:Based on the characteristics of the target audience, advertisers should choose AdTech or MarTech tools that can accurately identify and reach these audiences. For example, if the target audience is mainly active on social media, choosing a tool with strong social media advertising capabilities would be more appropriate.

●Comprehensive Assessment of Data Capabilities:Evaluate the tool’s data collection channels, data storage and cleaning, integration capabilities, and advanced data analysis techniques and algorithms to ensure data quality and security.

●Smoothness of Technology Integration:Understand the tool’s compatibility with existing systems, the richness of API interfaces, and the support and training provided by the supplier.

●In-depth Analysis of Cost-effectiveness:Clarify the initial investment, long-term costs, and ROI assessment of the tool to choose a cost-effective solution.

As technology continues to advance, China’s AdTech will continue to evolve, providing brands with more intelligent and personalized marketing solutions. Enterprises should seize the opportunities of digital transformation and use these technologies to optimize marketing strategies, enhance brand influence, and improve market competitiveness.

As consumers increasingly demand quality, safety, and brand reputation, compliance with advertising qualifications has become an indispensable part for overseas brands to successfully enter the international market. Different countries and regions have strict laws, regulations, and industry standards for the advertising of skincare and makeup products. This requires brands to understand and comply with local advertising qualification details to ensure the positive shaping of the brand image and the smooth expansion of the market. This article aims to provide overseas brands with an overview of the advertising qualification details in the skincare and makeup industry, helping you to cross regional boundaries and accurately grasp the advertising standards and requirements of the Chinese market.

General Cosmetics – Facial Cleansing and Care

Industry Description

Manufacturing and distribution of daily chemical products used for facial skin cleansing and care.

Industry Qualifications

None

Business Scope Qualifications

If it is domestically produced non-special (general) cosmetics, a “Domestic Non-Special Purpose Cosmetics Filing Certificate” or a screenshot of the public announcement page on the official website of the National Medical Products Administration or a general cosmetic filing certificate is required.

If it is imported non-special (general) cosmetics, the following are required:

2.1 “Imported Non-Special Purpose Cosmetics Filing Certificate” or a screenshot of the public announcement page on the official website of the National Medical Products Administration or an imported general cosmetic filing certificate.

2.2 “Entry-Exit Inspection and Quarantine Certificate for Imported Goods.”

If it is a cosmetic manufacturing enterprise, a “Cosmetics Production License” is required.

If it is a registrant or filer who is not a cosmetic manufacturing enterprise, the following are required:

4.1 The entrusted manufacturing enterprise’s “Cosmetics Production License.”

4.2 “Contract Manufacturing Agreement” or distribution authorization.

For cooperation with third parties or promotion of products not owned by the account-holding company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

Yes, a “Individual Business License” or “Business License” (E-commerce license for individual industrial and commercial households) is required.

General Cosmetics – Makeup and Perfume

Industry Description

Business entities manufacturing and distributing makeup (cosmetics used for beautifying and embellishing appearance with color) and perfume.

Industry Qualifications

None

Business Scope Qualifications

The same as for General Cosmetics – Facial Cleansing and Care.

Ads Spaces in Tencent Ecosystem

The same as for General Cosmetics – Facial Cleansing and Care.

Personal Account Opening

The same as for General Cosmetics – Facial Cleansing and Care.

Special Purpose Cosmetics – Skin Care

Industry Description

Business entities manufacturing and distributing special purpose cosmetics used for whitening, freckle removal, and sun protection.

Industry Qualifications

“Domestic Special Purpose Cosmetics Administrative License Approval Document.”

Business Scope Qualifications

For imported special cosmetics, a “Imported Special Purpose Cosmetics Administrative License Approval Document” or “Imported Special Purpose Cosmetics Health Permit Approval Document” is required.

For cooperation with third parties or promotion of products not owned by the account-holding company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

The same as for General Cosmetics – Facial Cleansing and Care.

Personal Account Opening

The same as for General Cosmetics – Facial Cleansing and Care.

Special Purpose Cosmetics – Hair Care

Industry Description

Business entities manufacturing and distributing special purpose cosmetics used for hair care, perming, dyeing, and anti-hair loss.

Industry Qualifications

“Domestic Special Purpose Cosmetics Administrative License Approval Document.”

Business Scope Qualifications

The same as for Special Purpose Cosmetics – Skin Care.

Ads Spaces in Tencent Ecosystem

The same as for General Cosmetics – Facial Cleansing and Care.

Personal Account Opening

The same as for General Cosmetics – Facial Cleansing and Care.

Special Purpose Cosmetics – Body Care

Industry Description

Business entities manufacturing and distributing special purpose cosmetics used for hair growth, hair removal, breast enhancement, fitness, deodorization (5-year transition period).

Industry Qualifications

“Domestic Special Purpose Cosmetics Administrative License Approval Document.”

Business Scope Qualifications

The same as for Special Purpose Cosmetics – Skin Care.

Ads Spaces in Tencent Ecosystem

The same as for General Cosmetics – Facial Cleansing and Care.

Personal Account Opening

The same as for General Cosmetics – Facial Cleansing and Care.

Beauty Tools

Industry Description

Business entities manufacturing and distributing tools used in daily makeup and beauty applications (excluding electronic products).

Industry Qualifications

None

Business Scope Qualifications

If involving specific trademarks, a “Trademark Registration Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-holding company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

The same as for General Cosmetics – Facial Cleansing and Care.

Personal Account Opening

The same as for General Cosmetics – Facial Cleansing and Care.

In today’s booming global tourism and travel industry, for overseas brands, entering the Chinese market, which is full of opportunities and challenges, means not only bringing unique travel experiences and high-quality services but also following and deeply understanding the industry’s advertising and marketing standards. This guide aims to provide a detailed set of advertising qualification details for overseas brands looking to expand into the Chinese tourism market.

Tourism Bureau – Overseas

Industry Description

Tourism administrative units or tourism management departments outside mainland China.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Tourism Bureau – Domestic

Industry Description

Administrative units of tourism in various provinces, cities, and autonomous regions within mainland China.

Industry Qualifications

“Unified Social Credit Code Certificate”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Hotels – Domestic

Industry Description

Commercial places within mainland China that provide accommodation and meals for travelers.

Industry Qualifications

“Special Industry License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

Yes, a “Individual Business License” is required.

Hotels – Overseas

Industry Description

Commercial places outside mainland China that provide accommodation and meals for travelers.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Car Rental Services – Overseas

Industry Description

Business entities providing vehicle rental services (without drivers) at locations outside mainland China.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Car Rental Services – Domestic

Industry Description

Business entities providing vehicle rental services (without drivers) at locations within mainland China.

Industry Qualifications

None

Business Scope Qualifications

For car rental services in Shanxi Province, Jiangsu Province, Fujian Province, and Shijiazhuang City, a “Car Rental Business License” is required.

For car rental services in Beijing City, Zhejiang Province, and Xinjiang Uyghur Autonomous Region, a “Car Rental Business Record Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Railway Transport

Industry Description

Business entities providing inter-city railway passenger transport services, including high-speed rail transport, inter-city rail transport, urban underground rail transport, and regular railway passenger transport, including their own ticket sales.

Industry Qualifications

“Railway Transport License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Road Transport

Industry Description

Business entities providing passenger transport services on all roads, including their own ticketing services.

Industry Qualifications

“Road Transport Operating License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Water Transport

Industry Description

Business entities providing various water transport services primarily for passenger transport, which can be divided into maritime passenger transport, inland river passenger transport, and passenger ferry transport, including their own ticket sales.

Industry Qualifications

“Domestic Waterway Transport Business License” or a license certificate stamped by the relevant local transportation department.

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Air Transport

Industry Description

Business entities providing air transport services primarily for passenger transport, covering their own ticketing activities.

Industry Qualifications

“Public Air Transport Enterprise Business License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Travel Service Platforms

Industry Description

Online platforms providing various urban car travel services (such as quick rides, exclusive rides, carpooling, and driving services) and shared bicycle travel services (excluding car manufacturer-operated travel platforms, such as T3 Travel).

Industry Qualifications

“Network Car Booking Business License”

Record certificate of internet information services from the provincial communication authority.

Business Scope Qualifications

For taxi services, a “Road Transport Business License” or “Taxi Business Qualification Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Travel Information and Ticket Reservation Platforms

Industry Description

Online comprehensive platforms providing various railway, road, ferry, and air travel-related services, including metro ticketing and ride code tools.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business)

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Mainly includes Tencent News, Tencent Video, Q-series traffic, WeChat traffic, Youliang Hui, etc., with specific traffic available subject to actual advertising placement.

Personal Account Opening

No

OTA Platforms

Industry Description

Business entities operating online comprehensive travel reservation platforms and travel information, strategy content platforms.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business)

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Camping Services

Industry Description

Business entities providing camping facilities (such as tents and other equipment) and camping site services.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Scenic Spots

Industry Description

Operators of scenic spots and related ticket service providers, such as natural and cultural scenic areas, cultural heritage sites, etc.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Travel Information and Ticket Reservation Platforms

Industry Description

Online comprehensive platforms providing various railway, road, ferry, and air travel-related services, including metro ticketing and ride code tools.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business)

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Mainly includes Tencent News, Tencent Video, Q-series traffic, WeChat traffic, Youliang Hui, etc., with specific traffic available subject to actual advertising placement.

Personal Account Opening

No

OTA Platforms

Industry Description

Business entities operating online comprehensive travel reservation platforms and travel information, strategy content platforms.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business)

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Camping Services

Industry Description

Business entities providing camping facilities (such as tents and other equipment) and camping site services.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Scenic Spots

Industry Description

Operators of scenic spots and related ticket service providers, such as natural and cultural scenic areas, cultural heritage sites, etc.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Countryside Tours and Cultural Towns

Industry Description

Business entities that develop tourism services around the geographical culture and industrial resources of rural areas or characteristic towns.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Resort Areas

Industry Description

Operators of comprehensive tourist areas that integrate rest, play, and entertainment, as well as related ticket service providers.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For hotel accommodations, a “Special Industry License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Theme Parks

Industry Description

Providers of tourism services and related ticket services that offer a tourism experience dominated by a theme, along with different landscapes and facilities.

Industry Qualifications

None

Business Scope Qualifications

For domestic entertainment venues, an “Entertainment Business License” is required.

For hotel accommodations, a “Special Industry License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Zoos and Botanical Gardens

Industry Description

Operators of places that are open to the public for the exhibition of wild animals and plants, as well as providers of ticketing services.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Overseas Scenic Spots

Industry Description

Operators of scenic spots and related ticket service providers outside mainland China, such as natural and cultural scenic areas, cultural heritage sites, etc.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Study Tours and Sightseeing Activities

Industry Description

Business entities that provide sightseeing activities that combine play and learning mainly for school students.

Industry Qualifications

“Travel Agency Business License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Cruise Ships

Industry Description

Business entities that provide cruise ships for entertainment sailing, which generally combine transportation, accommodation, restaurants, and entertainment.

Industry Qualifications

“Waterway Transport License”

Business Scope Qualifications

For international shipping services, an “International Shipping Business License” or “International Liner Transport Qualification Registration Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Travel Agencies

Industry Description

Business entities that provide services such as handling entry and exit and visa procedures for tourists, soliciting and receiving tourists, and arranging accommodation and meals for tourists.

Industry Qualifications

“Travel Agency Business License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

In today’s globalized digital era, overseas brands are increasingly looking towards the Chinese market for broader development opportunities. However, when advertising in China, especially in the fields of internet e-commerce services and content information services, understanding and complying with the relevant advertising qualification details is crucial. This article aims to provide overseas brands with a comprehensive guide to advertising qualifications in the software tools industry, focusing on China’s internet e-commerce services, content information services, and other related service areas, helping brands to smoothly enter and effectively operate in the Chinese market.

01 Internet E-commerce Services

General E-commerce

Industry Description

Comprehensive third-party e-commerce platforms that conduct cross-industry and category sales through various content forms, including but not limited to text, images, videos, and live broadcasts.

Industry Qualifications

None

Business Scope Qualifications

If involving third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.

If it’s self-operated sales of goods/services without third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Vertical E-commerce Platforms

Industry Description

Third-party e-commerce platforms that specialize in sales of a single industry and category through various content forms, including but not limited to text, images, videos, and live broadcasts.

Industry Qualifications

None

Business Scope Qualifications

If involving third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.

If it’s self-operated sales of goods/services without third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.

For liquor vertical e-commerce platforms with self-operated sales without third-party merchants, a “Food Production License” (including alcohol) or “Alcohol Production License” or “National Industrial Product Production License” (including alcohol) or “Food Business License” (including alcohol) or “Food Business License” (pre-packaged food sales) or “Alcohol Wholesale License” or “Alcohol Retail License” is required. If it’s a cross-border e-commerce platform, also required is the “People’s Republic of China Customs Declaration Unit Registration Certificate” or “Customs Import and Export Cargo Consignor and Consignee Record Receipt”.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Cross-border E-commerce Platforms

Industry Description

Third-party e-commerce platforms that provide services such as transaction facilitation and payment settlement for traders belonging to different customs territories.

Industry Qualifications

None

Business Scope Qualifications

If involving third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.

If it’s self-operated sales of goods/services without third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Used Goods E-commerce Platforms

Industry Description

Third-party e-commerce platforms that provide transactions for second-hand goods (excluding second-hand car and property transactions).

Industry Qualifications

None

Business Scope Qualifications

If involving third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.

If it’s self-operated sales of goods/services without third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

KOL Marketing Agencies

Industry Description

Live commerce activities carried out by MCN agencies, contracted anchors, and internet celebrities.

Industry Qualifications

None

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

Yes, a “Individual Business License” or “Business License” (E-commerce license for individual industrial and commercial households) is required.

Social E-commerce

Industry Description

Merchants or platforms that use social means to achieve the purchase and sale of goods, applying social elements such as attention and sharing to the transaction process in third-party e-commerce scenarios, often incentivizing users to share and fission through commission benefits.

Industry Qualifications

None

Business Scope Qualifications

If involving third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.

If it’s self-operated sales of goods/services without third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.

If involving an app, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For profit-oriented operation of internet cultural activities, a “Online Culture Operation License” is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, Youliang Hui, PC QQ, QQ Space, Tencent Music. For other ad spaces, please consult customer service.

Personal Account Opening

No

Cashback Platforms

Industry Description

Third-party platforms that provide cashback or rebates after consumers make purchases, not directly carrying out transaction activities.

Industry Qualifications

“Value-added Telecommunications Business License” (B21 E-commerce Services)

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, Youliang Hui, PC QQ, QQ Space, Tencent Music. For other ad spaces, please consult customer service.

Personal Account Opening

No

E-commerce Navigation Platforms

Industry Description

Information platforms that categorize and integrate product information on e-commerce platforms based on consumer purchasing habits, not directly carrying out transaction activities.

Industry Qualifications

“Value-added Telecommunications Business License” (B21 E-commerce Services)

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

02 Internet Content and Information Services

Online News and Information

Industry Description

Comprehensive thematic websites or apps that primarily focus on the dissemination of real-time information, including local stations (excluding vertical field information platforms).

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For disseminating news information, an “Internet News Information Service License” is required.

For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.

For including audio-visual program services, an “Audio-Visual Program Service License” is required.

For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Online Video Platforms

Industry Description

Online platforms that support the release and viewing of long, medium, and short videos.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For broadcasting self-produced radio and television programs, a “Radio and Television Program Production and Operation License” is required.

For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.

For including audio-visual program services, an “Audio-Visual Program Service License” is required.

For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Online Live Streaming Platforms

Industry Description

Online platforms that provide public broadcasting of live images via the internet.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For broadcasting self-produced radio and television programs, a “Radio and Television Program Production and Operation License” is required.

For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.

For including audio-visual program services, an “Audio-Visual Program Service License” is required.

For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Music Streaming Platforms

Industry Description

Online platforms that support music publishing, playback, and related services.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.

For including audio-visual program services, an “Audio-Visual Program Service License” is required.

For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Reading and Online FM Listening

Industry Description

Business entities that provide online services for network literature reading, podcast audio listening, and publishing.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.

For including audio-visual program services, an “Audio-Visual Program Service License” is required.

For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, Youliang Hui, PC QQ, QQ Space, Tencent Music. For other ad spaces, please consult customer service.

Personal Account Opening

No

Digital Animation Platforms

Industry Description

Online platforms specifically dedicated to providing animation and comic viewing, reading, and related services.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Services) or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.

For including audio-visual program services, an “Audio-Visual Program Service License” is required.

For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

03 Other Internet Services

Internet Search

Industry Description

Platforms/websites that provide services for collecting information on the Internet based on strategies and the use of programs.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Services).

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Integrated Online Communities

Industry Description

Online communication spaces that include BBS, forums, bulletin boards, personal knowledge posts (including paid), group discussions, personal spaces, etc., covering various theme-based vertical communities.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Services).

Business Scope Qualifications

For disseminating news information, an “Internet News Information Service License” is required.

For profit-oriented operation of internet cultural activities, an “Online Culture Operation License” is required.

For including audio-visual program services, an “Audio-Visual Program Service License” is required.

For online publishing, a “Network Publishing Service License” or the original “Internet Publishing License” is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Internet Public Service Platforms

Industry Description

Internet platforms that specifically provide third-party service platforms for public service providers (such as governments).

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Services).

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Open Traffic

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

When overseas brands advertise in the Chinese market, they must deeply understand and strictly comply with the advertising qualification details related to Internet services in China. This is not only a respect for laws and regulations but also the cornerstone of the brand’s stable development in the Chinese market. Through this guide, Moonshot AI hopes to help overseas brands better grasp the opportunities in the Chinese market and achieve a win-win situation for both the brand and the market.

Driven by the global wave of digitalization, the software tools industry is flourishing at an unprecedented rate, offering extensive market opportunities for overseas brands. However, as the industry matures and regulation intensifies, ensuring the legality and compliance of software tool applications has become an essential step for brands entering the Chinese market.

To assist overseas brands in smoothly entering the Chinese market and efficiently utilizing various advertising resources, this article will elaborate on the details of advertising qualifications in the software tools industry, covering multiple segments such as reading and audiobook tools, video playback and editing, music playback and editing, internet tools, social and communication tools, photography and videography, graphic and image beautification, office tools, security and cleanup, weather and calendar, system beautification, sports and health, map navigation, system tools and efficiency tools, operating systems, and development tools. By clarifying qualification requirements, business scope restrictions, third-party cooperation standards, and advertising channels, this guide provides an exhaustive manual for overseas brands entering China.

Reading and Audiobook Tools

Industry Description

Tool software applications for reading and playing electronic books or document content.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Video Playback and Editing Tools

Industry Description

Software applications for video playback and editing.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Music Playback and Editing Tools

Industry Description

Software applications for audio playback, recording, and editing.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Internet Tools

Industry Description

Software applications for connecting to the internet, supporting online browsing, uploading, and downloading functionalities.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For computer system information security products, a “Computer Information System Security Special Purpose Product Sales License” is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Social Tools

Industry Description

Software applications specifically for making friends, stranger socializing, and specific scenario social interactions (including companion play software applications).

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business).

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Youliang Hui; for other ad spaces, please consult customer service.

Personal Account Opening

No

Communication Tools

Industry Description

Software applications that enable online chatting and communication through instant messaging technology.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business).

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Youliang Hui; for other ad spaces, please consult customer service.

Personal Account Opening

No

Photography and Video Tools

Industry Description

Software applications providing photo shooting and video recording functionalities.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

Yes, only individual business household type/natural person type individual account opening is supported.

Continuing with the translation of the document:

Sports and Health Tools

Industry Description

Software applications that provide auxiliary functions for sports activities and health monitoring.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Map Navigation

Industry Description

Software applications that provide driving directions and road navigation.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For maps/navigation, a “Surveying and Mapping Qualification Certificate” (compliant with “Class A/Class B + Internet Map Service”) is required.

For traffic violation checking, a cooperation agreement for the traffic violation checking interface is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

System Tools and Efficiency Tools

Industry Description

Applications used to enhance system or device performance and usability, and to optimize daily user experience and work efficiency.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Operating Systems

Industry Description

Computer or smartphone operating systems, system programs used to manage computer hardware and software resources.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Development Tools

Industry Description

Tools and integrated environments, testing tool software applications that schedule and manage hardware resources during software development, provide running support for application software, and support software development.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

In today’s digital marketing era, TikTok, as a leader in the short video domain, has become a crucial platform for brand promotion due to its massive user base and high user engagement. This article will continue to share insights on DOU+ and Enterprise Accounts, two methods of TikTok advertising, detailing their respective scenarios, benefits, advantages, and successful case studies, providing advertisers with a practical guide.

01 TikTok DOU+

On the short video platform with a huge daily active user base, DOU+, as a powerful content marketing and advertising promotion tool, is gradually becoming a valuable assistant for many creators and brand merchants. This article will combine the promotion scenarios, benefits, advantages, and successful cases of DOU+ to deeply analyze its unique charm.

Marketing Scenarios

DOU+ is mainly dedicated to increasing the playback and interaction volume of TikTok videos and the popularity of live broadcast rooms. Through precise targeting, DOU+ can recommend videos to more potential interested users, helping creators quickly increase exposure while enhancing video interaction, including likes, comments, and shares. For live broadcast rooms, DOU+ can attract more viewers, increasing the activity and conversion rate of the room. It is suitable for various promotion scenarios, including but not limited to:

● Content Heating: Increase exposure for newly released videos and quickly raise their popularity.

● Fan Growth: Attract target user groups, increase the number of followers, and strengthen interaction with fans.

● Event Promotion: Use DOU+ to expand the awareness and participation of online events or promotions.

● Brand Promotion: Increase the number of views of brand videos and deepen brand impressions.

Advertising Types

DOU+ offers a variety of advertising types to meet the needs of different advertisers:

● Video Heating: Help increase video playback and popularity, attracting more interested users to interact and follow; supports various goals such as follower count, likes and comments, and homepage views.

● Live Broadcast Heating: Help increase the popularity and exposure of live broadcast rooms, bringing more interested users; supports various goals such as live room popularity, follower growth, audience interaction, and rewards.

● Advertising Promotion: Supports users’ marketing promotion needs, supporting various goals such as store traffic, product traffic, private message inquiries, and likes and comments.

Promotion Advantages

● Easy Operation: Users can place orders directly within the TikTok APP, without scheduling, on-demand use, greatly improving the efficiency of advertising placement.

● Real-time Monitoring: The effectiveness of the placement is visible in real-time, helping creators adjust strategies in a timely manner to avoid resource waste.

● Audience Analysis: Post-promotion disclosure of audience characteristic data helps creators better understand their target users, providing data support for subsequent content creation.

● Flexible Budget: Advertisers can set promotion costs flexibly according to their budget, maximizing advertising effects.

Implementation Guides

1.Define Objectives:Determine the purpose of using DOU+ based on promotion needs, such as increasing followers, enhancing interaction, or promoting videos.

2.Select Content:Choose videos or live broadcast content suitable for promotion, ensuring content quality to attract more users.

3.Set Budget:Set a reasonable promotion cost based on expected results and budget.

4.Targeted Placement:Use DOU+’s targeting features to precisely select the target audience, including gender, age, region, etc.

5.Monitor Results:Closely monitor data changes during the promotion process to evaluate the effectiveness.

6.Optimize Strategy:Adjust the promotion strategy in a timely manner according to the results, optimizing advertising placement.

As a built-in advertising tool on the TikTok platform, DOU+ offers advertisers an efficient marketing channel with its easy operation and significant effects. By making reasonable use of DOU+’s promotional features, advertisers can achieve dual goals of brand promotion and sales growth on this active social platform.

02 TikTok Enterprise Account

TikTok Enterprise Accounts are suitable for various promotion scenarios, including but not limited to new product launches, brand storytelling, user interaction activities, and live commerce. Through Enterprise Accounts, brands can build a comprehensive marketing ecosystem, integrating short videos, live broadcasts, user interactions, and other elements to achieve multi-dimensional dissemination of brand information. For example, when launching new products, companies can use Enterprise Accounts to release creative short videos, leveraging TikTok’s algorithmic recommendation mechanism to accurately reach target user groups and quickly increase product exposure.

Marketing Scenarios

TikTok Enterprise Accounts have an official certification mark, enhancing user trust. In addition, Enterprise Accounts can customize homepage headers, profiles, and other information to showcase brand characteristics. Here are some main promotion scenarios for Enterprise Accounts:

● Brand Building: Enhance brand authority and establish user trust through the Enterprise Blue V logo.

● User Attraction: Present the company’s products and services to the vast user base of TikTok.

● Interactive Marketing: Collaborate with TikTok influencers, obtaining free promotional videos through resource exchanges to expand brand influence.

● Sales Conversion: Utilize the live broadcast privileges and coupon distribution of Enterprise Accounts to promote online transactions.

Enterprise Account Value

By opening a TikTok Enterprise Account, businesses can enjoy the following benefits:

● Unique Identifier: The Blue V logo enhances brand authority and establishes user trust.

● Full User Reach: Over 600 million daily active users on TikTok provide a broad market space for businesses.

● Industry Coverage: Covers 29 primary industries and 295 secondary industries, achieving precise marketing.

● Exclusive Features: Nearly 30 exclusive feature benefits, including fan demographic analysis, official website links, and phone number display.

Advantages

The promotional advantages of TikTok Enterprise Accounts are reflected in the following aspects:

● Official Certification: The Blue V certification increases the brand’s credibility, which is beneficial for brand image building.

● Precise User Reach: Based on TikTok’s algorithmic recommendations, enterprise content can be accurately pushed to the target user group.

● Diversified Marketing Methods: Supports various marketing forms such as live broadcasts, short videos, and graphic texts, meeting different marketing needs.

● Data Insights: Provides detailed data analysis tools to help businesses understand user behavior and optimize marketing strategies.

Implementation Guides

1.Enterprise Account Certification:Submit corporate information and complete official certification to obtain the Blue V logo.

2.Content Planning:Develop a content strategy to ensure that published videos, graphics, and other content align with the brand image.

3.User Interaction:Actively interact with users, reply to comments, and increase user retention.

4.Live Broadcast Marketing:Use the live broadcast function to showcase products, interact with users in real-time, and promote sales.

5. Coupon Distribution:Attract user attention and purchases by distributing coupons.

6.Data Analysis:Regularly analyze account data and adjust marketing strategies.

TikTok Enterprise Accounts provide businesses with a marketing platform that integrates brand building, customer attraction, and online sales. By making reasonable use of the various features and benefits of Enterprise Accounts, businesses can build a strong brand influence on TikTok and achieve growth in sales performance. This practical guide aims to help businesses better understand and utilize TikTok Enterprise Accounts, seizing new opportunities in digital marketing.

Introduction

As global businesses expand their reach into new territories, many international companies are turning their attention to China, the world’s second-largest economy and a market with immense growth potential. However, despite their success in global markets, these companies often struggle when trying to replicate their advertising strategies in China. The Chinese advertising landscape is vastly different from that of the West, and strategies that work well in the United States, Europe, or other international markets often fail to achieve the same results in China.

This article explores why international advertising strategies cannot be directly applied to the Chinese market. It highlights the key differences between Western and Chinese advertising platforms, consumer behaviors, and regulatory environments. Additionally, the article provides actionable strategies that international companies should adopt to succeed in China. Through this analysis, decision-makers and marketing leaders will gain a deeper understanding of how to adapt their global advertising strategies to fit the unique characteristics of the Chinese market.

The Fundamental Differences Between International and Chinese Advertising Markets

1. Platform Dominance: Google, Facebook vs. Baidu, WeChat

In Western markets, platforms like Google, Facebook, Instagram, and YouTube dominate the digital advertising landscape. These platforms offer sophisticated targeting options, data analytics, and global reach. In contrast, the Chinese digital ecosystem is dominated by a different set of platforms—Baidu, WeChat, Alibaba, Douyin, and others. Each of these platforms has its own unique advertising formats, targeting mechanisms, and user bases.

• Baidu is often compared to Google as China’s leading search engine, but its advertising model is deeply integrated with China’s e-commerce ecosystem and operates under strict government regulations.

• WeChat is a super-app that combines messaging, social networking, payment services, and more. Advertising on WeChat requires a deep understanding of its multifaceted ecosystem and how users interact with brands within it.

• Douyin (the Chinese counterpart of TikTok) emphasizes short video content and influencer marketing, which differs significantly from the content strategies used on platforms like Facebook and Instagram.

2. Consumer Behavior: Different Expectations and Engagement

Chinese consumers have different expectations and behaviors compared to their Western counterparts. They are more accustomed to mobile-first experiences, integrating e-commerce with social interactions, and consuming content through short videos and live streams. Additionally, the concept of “social commerce” is far more advanced in China, where consumers expect seamless integration between social media, entertainment, and online shopping.

For example, live-streaming e-commerce has become a massive trend in China, with platforms like Taobao Live and Kuaishou allowing brands to showcase products in real-time, interact with viewers, and drive immediate sales. This behavior is less prevalent in Western markets, where consumers typically separate social media usage from shopping activities.

3. Regulatory Environment: Navigating Chinese Censorship and Data Laws

China’s regulatory environment presents another significant challenge for international companies. Unlike in the West, where freedom of speech and data privacy are strongly protected, China has stringent regulations on content, advertising, and data usage. The Chinese government closely monitors and controls the internet, and advertisers must navigate complex censorship laws and ensure that their content aligns with government guidelines.

Moreover, China’s data protection laws, including the Personal Information Protection Law (PIPL) and the Data Security Law, impose strict requirements on how companies collect, store, and use consumer data. These regulations necessitate a different approach to data-driven advertising compared to the relatively lax data privacy standards in many Western countries.

4. Advertising Formats and Strategies: A Different Creative Approach

In Western markets, display ads, search ads, and social media ads are the most common formats. However, in China, the creative approach to advertising is different. Brands often use native ads, in-feed ads, and interactive ads that blend seamlessly with the content users consume. Moreover, the use of augmented reality (AR) and virtual reality (VR) in advertising is more advanced in China, particularly in industries like beauty, fashion, and gaming.

Chinese consumers also respond differently to advertising content. They tend to prefer ads that are informative, entertaining, and socially relevant. Therefore, brands need to focus on storytelling, leveraging local culture and trends to resonate with Chinese audiences. For instance, during major shopping festivals like Singles’ Day (11.11) or the Lunar New Year, successful campaigns often incorporate traditional Chinese elements and align with the festive spirit.

Adapting Advertising Strategies for the Chinese Market

Given the fundamental differences between international and Chinese advertising markets, it is clear that a one-size-fits-all approach will not work. Instead, international companies must adapt their strategies to fit the unique characteristics of the Chinese market. Here are some key strategies to consider:

1. Localize Your Advertising Content

Localization is not just about translating your ads into Chinese; it involves tailoring your content to align with local culture, values, and consumer preferences. This means understanding the nuances of Chinese holidays, traditions, and social trends, and incorporating them into your campaigns.

For example, McDonald’s successfully localized its advertising in China by offering menu items that cater to local tastes, such as the Spicy Chicken McNuggets during the Lunar New Year. The campaign was accompanied by a series of advertisements that highlighted family reunions and the joy of sharing meals, resonating deeply with Chinese cultural values.

2. Leverage China’s Unique Advertising Platforms

As mentioned earlier, China’s digital ecosystem is dominated by platforms like WeChat, Douyin, and Baidu. To succeed in China, international companies must build a strong presence on these platforms and leverage their unique advertising capabilities.

• WeChat: Utilize WeChat’s Official Accounts, Mini Programs, and WeChat Moments ads to engage users within the app. WeChat also offers advanced targeting options based on user behavior, allowing for highly personalized campaigns.

• Douyin: Invest in short video content and influencer collaborations on Douyin. This platform is ideal for brands looking to reach younger audiences with creative, engaging content.

• Baidu: Optimize your search engine marketing (SEM) strategies for Baidu, taking into account the platform’s unique ranking algorithms and the importance of localized content.

3. Embrace Social Commerce and Live-Streaming

Social commerce, the integration of social media and e-commerce, is a dominant trend in China. International companies should embrace this trend by creating seamless shopping experiences within social media platforms. This can be achieved through WeChat Mini Programs, live-streaming e-commerce, and in-feed shopping ads on platforms like Xiaohongshu.

Live-streaming, in particular, has become a powerful tool for driving sales in China. Brands can collaborate with key opinion leaders (KOLs) or key opinion consumers (KOCs) to host live-streaming events that showcase products, answer questions in real-time, and offer exclusive discounts to viewers.

4. Adapt to China’s Mobile-First Landscape

China is a mobile-first market, with the majority of internet users accessing content through their smartphones. As such, international companies must prioritize mobile advertising and ensure that their campaigns are optimized for mobile devices. This includes creating mobile-friendly landing pages, using vertical video formats, and leveraging mobile payment options like WeChat Pay and Alipay.

5. Align with Chinese Regulations and Cultural Norms

To avoid potential pitfalls, it is crucial to align your advertising strategies with Chinese regulations and cultural norms. This includes adhering to censorship laws, respecting intellectual property rights, and ensuring that your ads do not contain content that could be considered politically sensitive or offensive.

Working with local legal experts and advertising agencies can help international companies navigate these complexities and ensure compliance with Chinese laws.

6. Use Data to Drive Personalization

Data-driven personalization is essential for success in the Chinese market. However, given the strict data protection laws in China, international companies must be careful in how they collect and use consumer data. Focus on gathering first-party data through channels like WeChat and Mini Programs, and use this data to create personalized advertising experiences.

For instance, L’Oréal has successfully used data-driven personalization in its advertising campaigns in China. By analyzing user data, L’Oréal tailors its content, offers, and communication to match the preferences and behaviors of different consumer segments. This personalized approach has led to higher engagement and conversion rates.

7. Blend Global Best Practices with Local Insights

While it is important to adapt to the unique characteristics of the Chinese market, international companies should also leverage their global best practices. By blending global strategies with local insights, brands can create a comprehensive approach that resonates with Chinese consumers while maintaining a consistent brand identity.

For example, Nike has successfully combined its global branding with localized content in China. The company’s “Just Do It” campaign has been adapted to reflect Chinese cultural values, with advertisements featuring local athletes and sports figures who inspire Chinese audiences.

Real-World Examples of Successful Adaptation

To further illustrate how international companies have successfully adapted their advertising strategies for the Chinese market, let’s look at a few real-world examples:

1. Coca-Cola’s “Share a Coke” Campaign in China

Coca-Cola’s “Share a Coke” campaign, which involved printing people’s names on Coke bottles, was a huge success in many Western markets. When the campaign was launched in China, Coca-Cola adapted it by incorporating popular Chinese nicknames and phrases on the bottles. This localization effort resonated with Chinese consumers, leading to a significant increase in sales and brand engagement.

2. Airbnb’s “Belong Anywhere” Campaign

Airbnb’s global “Belong Anywhere” campaign was adapted for the Chinese market by emphasizing the importance of family and community, which are central to Chinese culture. The company’s advertisements in China featured stories of local hosts and guests, highlighting the sense of belonging and cultural exchange that Airbnb offers. This localized approach helped Airbnb establish a strong brand presence in China and appeal to Chinese travelers.

3. Burberry’s Lunar New Year Campaign

Burberry has consistently adapted its global advertising campaigns to align

3. Burberry’s Lunar New Year Campaign

Burberry has consistently adapted its global advertising campaigns to align with local cultural contexts. For the Lunar New Year, a significant cultural event in China, Burberry launched a campaign that incorporated traditional Chinese elements such as red envelopes and festive designs. The campaign featured limited-edition products and special offers available through WeChat Mini Programs, reflecting the festive spirit and cultural significance of the Lunar New Year. This approach not only resonated with Chinese consumers but also boosted Burberry’s brand visibility and sales during this peak shopping period.

4. Starbucks’ Integration of WeChat Pay

Starbucks, an international coffee chain, effectively adapted its payment methods to fit the Chinese market by integrating WeChat Pay and Alipay into its in-store payment systems. This move addressed the preferences of Chinese consumers, who favor mobile payment options over traditional credit card payments. Additionally, Starbucks utilized WeChat’s Official Accounts to engage with customers, share promotions, and enhance loyalty programs. This seamless integration of local payment methods and digital engagement strategies helped Starbucks build a strong presence in China and cater to the local consumer preferences.

Conclusion

In summary, international companies looking to enter the Chinese market must understand and adapt to the unique characteristics of China’s advertising landscape. The fundamental differences between Western and Chinese advertising platforms, consumer behaviors, and regulatory environments necessitate a tailored approach. By localizing content, leveraging China’s unique advertising platforms, embracing social commerce and live-streaming, adapting to the mobile-first landscape, aligning with local regulations and cultural norms, and blending global best practices with local insights, international brands can effectively navigate the complexities of the Chinese market.

Successful examples from companies like McDonald’s, L’Oréal, and Starbucks demonstrate how adapting global strategies to fit local contexts can lead to significant business growth and brand success in China. By understanding and implementing these strategies, international decision-makers and marketing leaders can achieve better results, build stronger connections with Chinese consumers, and ultimately drive greater market share and profitability in this dynamic and rapidly evolving market.

Introduction

As international companies venture into the Chinese market, one of the most significant challenges they face is navigating the stark differences between Western and Chinese social media landscapes. Global giants like Facebook, X (formerly Twitter), and Instagram are pillars of social media marketing strategies worldwide, yet they are inaccessible in China due to the country’s strict internet regulations. Instead, the Chinese digital ecosystem is dominated by platforms such as WeChat, Weibo, Douyin (TikTok’s Chinese counterpart), and Little Red Book (Xiaohongshu). These platforms operate within a vastly different cultural, social, and technological environment, necessitating a tailored approach for companies seeking to establish a strong presence in China.

In this article, we will explore the fundamental differences between international and Chinese social media platforms, examine the unique characteristics of Chinese social media marketing, and provide actionable strategies for adapting successful Western social media marketing practices to the Chinese market. Additionally, we will discuss how companies can blend these global experiences with the specific behaviors and preferences of Chinese consumers to create highly effective, locally optimized social media marketing strategies.

The Fundamental Differences Between Western and Chinese Social Media

Understanding the core differences between Western social media platforms and their Chinese counterparts is crucial for developing a successful marketing strategy in China. While platforms like Facebook, X, and Instagram emphasize global connectivity, self-expression, and user-generated content, Chinese platforms focus on community-building, e-commerce integration, and seamless user experiences within a closed ecosystem.

1. Platform Ecosystem and Integration:

• Western Platforms: Social media in the West is typically more fragmented, with different platforms serving distinct purposes—Facebook for social networking, X for microblogging, Instagram for visual content, etc. Users often switch between these platforms depending on their needs.

• Chinese Platforms: Chinese social media platforms are designed to be all-encompassing ecosystems. For example, WeChat is not just a messaging app; it also functions as a payment platform, news portal, mini-program host, and social networking site all rolled into one. This integration offers a more holistic user experience, reducing the need for users to switch between apps.

Content Consumption and Creation:

• Western Platforms: Users on platforms like Instagram and X are primarily content consumers. They browse through feeds, engage with posts, and occasionally create content. The focus is often on individual self-expression and global trends.

• Chinese Platforms: In contrast, Chinese platforms place a strong emphasis on content creation and community engagement. Douyin, for example, encourages users to participate in trends through short video challenges, fostering a highly interactive environment. The content is more localized, with a focus on trends that resonate specifically with Chinese culture and values.

E-commerce Integration:

• Western Platforms: While e-commerce features are present on platforms like Instagram (e.g., shoppable posts), they are not the primary focus. The social media experience is still largely about social interaction, with e-commerce as an additional feature.

• Chinese Platforms: E-commerce is deeply integrated into the social media experience. Platforms like WeChat and Xiaohongshu seamlessly blend social interaction with shopping, allowing users to make purchases directly within the app. This integration is a key driver of consumer behavior in China, making social commerce a critical aspect of any marketing strategy.

Government Regulation and Censorship:

• Western Platforms: While content moderation exists, it is generally less stringent, and platforms operate with a higher degree of freedom. However, recent years have seen increased scrutiny and regulation, particularly around issues of misinformation and data privacy.

• Chinese Platforms: In China, government regulations play a significant role in shaping social media platforms. Content is heavily monitored, and censorship is common. Brands need to be acutely aware of the regulations and cultural sensitivities when crafting their social media strategies to avoid potential pitfalls.

Adapting Global Social Media Strategies for the Chinese Market

Given the differences outlined above, it is clear that international companies cannot simply transplant their Western social media strategies into the Chinese market. Instead, they must develop a localized approach that accounts for the unique characteristics of Chinese platforms and the behaviors of Chinese consumers.

1. Leveraging All-in-One Platforms like WeChat:

• Strategy: WeChat’s versatility makes it an indispensable tool for marketing in China. Brands should create official WeChat accounts to engage with users through content, customer service, and direct sales. Utilizing WeChat mini-programs can enhance the user experience by offering interactive features, loyalty programs, and exclusive content, all within the app.

• Example: Nike leveraged WeChat mini-programs to launch a personalized experience where users could customize their shoes, share designs with friends, and purchase directly within the app. This approach not only drove sales but also strengthened brand loyalty by creating a unique and engaging user experience.

Creating Culturally Relevant Content on Douyin and Xiaohongshu:

• Strategy: Content on Chinese platforms must resonate with local culture and trends. On Douyin, brands should focus on short, creative videos that tap into trending challenges or themes. Xiaohongshu, known for its user-generated content and community-driven recommendations, is ideal for product reviews, tutorials, and lifestyle content.

• Example: Starbucks successfully utilized Douyin by creating a series of short videos that featured their seasonal drinks in a fun and playful manner, aligning with local trends. On Xiaohongshu, they encouraged users to share their coffee experiences, leading to organic growth in brand mentions and user engagement.

Integrating E-commerce with Social Media:

• Strategy: Given the deep integration of e-commerce in Chinese social media, brands should prioritize social commerce. This involves setting up storefronts on platforms like WeChat and Xiaohongshu, using live-streaming for product launches, and encouraging user-generated content that drives purchase intent.

• Example: Estee Lauder used Xiaohongshu to launch a new product, combining influencer reviews with a direct purchase link. They also ran a WeChat campaign where users could unlock exclusive discounts by sharing the product with friends, effectively turning customers into brand advocates.

Navigating Regulations and Cultural Sensitivities:

• Strategy: Understanding and complying with local regulations is critical. Brands must ensure that their content aligns with Chinese laws and cultural norms. This includes avoiding politically sensitive topics and being mindful of the cultural context in which their content is consumed.

• Example: Apple’s “Shot on iPhone” campaign in China featured visually stunning photos and videos shot by Chinese users. The content celebrated local culture and was carefully curated to resonate with Chinese audiences while adhering to regulatory requirements.

Building and Engaging Communities:

• Strategy: Community-building is a powerful tool in the Chinese market. Brands should focus on creating communities around their products or services on platforms like WeChat and Xiaohongshu. These communities can be nurtured through exclusive content, events, and personalized interactions.

• Example: Lululemon successfully built a community of fitness enthusiasts on WeChat by offering exclusive content, organizing offline events, and creating mini-programs that allowed users to track their workouts. This community-driven approach helped Lululemon establish a strong brand presence in China.

Utilizing Influencer Marketing (KOLs and KOCs):

• Strategy: Influencer marketing, or Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), plays a crucial role in Chinese social media marketing. Brands should collaborate with influencers who align with their brand values and have a strong connection with their target audience.

• Example: Luxury brand Gucci partnered with popular Chinese fashion influencers on Weibo and Xiaohongshu to showcase their latest collection. These influencers created authentic content that resonated with their followers, driving significant engagement and sales.

Blending Global Experiences with Local Insights

While adapting to the Chinese social media landscape is essential, international companies can also draw from their global experiences to enhance their strategies in China. The key lies in finding common ground between global best practices and local consumer behaviors.

1. Storytelling with a Local Twist:

• Strategy: Storytelling is a powerful marketing tool globally, but in China, it must be done with a local twist. Brands should craft narratives that incorporate Chinese cultural elements, values, and current events, making their stories more relatable to Chinese consumers.

• Example: Coca-Cola’s “Share a Coke” campaign was adapted for the Chinese market by featuring popular Chinese names and phrases on their bottles. This personalization resonated with Chinese consumers, leading to a surge in sales and brand engagement.

Data-Driven Personalization:

• Strategy: Personalization is crucial in both Western and Chinese markets. However, in China, the approach to data-driven personalization should account for the vast amount of data generated by all-in-one platforms like WeChat. Brands should use this data to deliver highly targeted and relevant content to different consumer segments.

• Example: Adidas used data from WeChat to personalize content and offers for different customer segments based on their purchase history and engagement levels. This approach increased customer retention and drove higher conversion rates.

Agility and Adaptability:

• Strategy: The fast-paced nature of Chinese social media requires brands to be agile and adaptable. Marketing strategies should be continuously monitored and adjusted based on real-time data and feedback.

• Example: During the 11.11 Shopping Festival, many international brands quickly adapted their strategies based on live data. For instance, they adjusted pricing, launched flash sales, and increased ad spend on platforms like Tmall and JD.com to maximize their visibility and sales during the event.

Conclusion

Successfully entering the Chinese market requiresa deep understanding of the local social media landscape and a willingness to adapt global strategies to meet the unique demands of Chinese consumers. While the platforms and user behaviors in China differ significantly from those in the West, the core principles of social media marketing—engagement, storytelling, community-building, and data-driven decision-making—remain relevant.

By leveraging the all-in-one capabilities of platforms like WeChat, creating culturally resonant content on Douyin and Xiaohongshu, integrating e-commerce with social interactions, and navigating regulatory landscapes carefully, international companies can build a robust social media presence in China. Additionally, blending these localized strategies with global best practices, such as storytelling, personalization, and agility, can lead to a more comprehensive and effective marketing approach.

To summarize, the key strategies for adapting Western social media marketing experiences to the Chinese market are:

1. Leverage All-in-One Platforms: Utilize WeChat’s diverse functionalities to create a seamless user experience that integrates content, customer service, and e-commerce.

2. Create Culturally Relevant Content: Tailor content to resonate with Chinese cultural values and trends, particularly on platforms like Douyin and Xiaohongshu.

3. Integrate E-commerce and Social Media: Take advantage of the deep integration of e-commerce within Chinese social media platforms to drive sales directly from social interactions.

4. Navigate Regulations with Care: Ensure compliance with Chinese regulations and cultural norms to avoid pitfalls and build trust with Chinese consumers.

5. Build Engaged Communities: Foster communities around your brand on platforms like WeChat and Xiaohongshu through exclusive content, events, and personalized interactions.

6. Utilize Influencer Marketing: Partner with KOLs and KOCs who have a strong connection with your target audience to drive engagement and credibility.

7. Blend Global Best Practices with Local Insights: Adapt global strategies like storytelling and personalization to the Chinese context, while maintaining agility to respond to the fast-paced nature of the Chinese market.

Real-World Success Stories

To further illustrate these strategies, let’s look at some real-world examples of international companies that have successfully adapted their social media marketing strategies for the Chinese market:

1. Nike’s WeChat Strategy:

   Nike has effectively leveraged WeChat’s mini-programs to create personalized experiences for Chinese consumers. Through these mini-programs, users can design their custom sneakers, share their creations with friends, and even purchase them directly within the app. Nike also uses WeChat to send personalized workout tips, event invitations, and product recommendations based on user data, creating a highly tailored and engaging customer journey.

2. Starbucks on Xiaohongshu:

   Starbucks has used Xiaohongshu to tap into the platform’s community-driven content creation. By encouraging users to share their coffee experiences, recipes, and store visits, Starbucks has built a strong brand presence on the platform. The company also collaborates with influencers to create content that resonates with local trends, such as showcasing limited-edition drinks that cater to Chinese tastes.

3. Apple’s Localized Campaigns:

   Apple’s “Shot on iPhone” campaign was adapted for the Chinese market by featuring photos and videos taken by Chinese users in locations across China. This localized content celebrated Chinese culture and landscapes, creating a strong emotional connection with local consumers. Apple also navigated Chinese regulations by ensuring that the content was culturally appropriate and aligned with local norms.

4. Adidas and Data-Driven Personalization:

   Adidas has successfully used data-driven personalization on WeChat to engage different customer segments. By analyzing user data, Adidas tailors its content, offers, and communication to match the preferences and behaviors of various consumer groups. This personalized approach has led to higher engagement and conversion rates, demonstrating the power of data in driving social media success in China.

5. Gucci’s KOL Strategy:

   Gucci has embraced influencer marketing in China by partnering with popular fashion influencers on platforms like Weibo and Xiaohongshu. These influencers create authentic content that showcases Gucci’s products in a way that resonates with their followers. By aligning with influencers who embody the brand’s values and aesthetics, Gucci has been able to drive significant engagement and sales among Chinese consumers.

Final Thoughts

The Chinese social media landscape presents both challenges and opportunities for international companies. While the platforms and consumer behaviors may differ from those in the West, the underlying principles of effective social media marketing remain consistent. By understanding the unique characteristics of Chinese social media, adapting global strategies to fit the local context, and leveraging the strengths of platforms like WeChat, Douyin, and Xiaohongshu, companies can build a strong social media presence in China.

Moreover, blending these localized strategies with global best practices allows companies to create a comprehensive and adaptable approach that not only meets the needs of Chinese consumers but also enhances their overall brand strength and market presence. As the Chinese digital ecosystem continues to evolve, staying agile, informed, and culturally attuned will be key to long-term success.

For decision-makers and marketing leaders of international companies, this means investing in local expertise, continuously monitoring the shifting social media landscape, and being open to experimenting with new strategies that blend global experiences with local insights. With the right approach, the Chinese market offers immense potential for growth and success in the digital age.

Introduction

Email marketing is a cornerstone of digital marketing strategies worldwide, known for its ability to drive engagement, nurture leads, and generate significant returns on investment. However, when entering the Chinese market, international companies often encounter a distinct challenge: the cultural and technological landscape in China does not prioritize email usage in the same way as Western markets. With China’s unique digital ecosystem dominated by super apps like WeChat, Weibo, and the burgeoning influence of e-commerce giants like Alibaba and JD.com, traditional email marketing strategies must be rethought and adapted to resonate with Chinese consumers.

This article aims to bridge the gap between international email marketing practices and the unique requirements of the Chinese market. It will guide decision-makers and marketing professionals through the process of adapting their tried-and-tested email marketing techniques to China’s digital environment, drawing parallels between the core principles of email marketing and similar strategies that can be effectively employed in China.

Understanding the Chinese Digital Ecosystem

1. The Lack of Email Culture in China

Unlike in Western markets, where email is a primary mode of communication for both personal and professional interactions, email usage in China is relatively limited. Chinese consumers generally prefer instant messaging apps like WeChat for personal communication, and social media platforms such as Weibo for information and updates. This preference is deeply ingrained in the culture, where the rapid pace of communication offered by these platforms aligns more closely with the expectations of Chinese users.

Moreover, China’s digital landscape is shaped by a high degree of mobile internet penetration. With over 1 billion internet users, most of whom access the internet primarily through mobile devices, the emphasis is on apps that offer integrated services, including messaging, payments, social networking, and e-commerce. In this environment, traditional email marketing struggles to find its place, making it crucial for foreign companies to adapt their strategies to local preferences.

2. The Role of Super Apps and Social Media

Super apps like WeChat and Alipay are at the heart of China’s digital ecosystem. These platforms allow users to perform a wide range of activities—from chatting with friends and family, making payments, booking services, to even managing investments—all within a single app. WeChat, in particular, has become a dominant force in the Chinese market, with its ecosystem encompassing not just messaging, but also WeChat Official Accounts (akin to newsletters or blogs), WeChat Mini Programs (which function like apps within the app), and WeChat Pay.

Social media platforms like Weibo and Xiaohongshu (Little Red Book) also play a critical role in consumer engagement, serving as hubs for brand interaction, content consumption, and e-commerce. For marketers, these platforms offer rich opportunities to engage with consumers through content marketing, influencer partnerships, and social commerce.

Adapting Email Marketing Principles to China

Given the different landscape, how can international companies effectively apply the principles of email marketing within the Chinese market? The answer lies in understanding the core objectives of email marketing—engagement, nurturing leads, and conversion—and finding parallel strategies within China’s digital platforms that serve the same purpose.

1. Engagement: From Newsletters to WeChat Official Accounts

In Western markets, newsletters are a common tool for engaging with consumers. They offer a direct line to the consumer’s inbox, allowing brands to share updates, promotions, and personalized content. In China, WeChat Official Accounts serve a similar function. These accounts allow brands to push content directly to followers, much like a newsletter, but within the WeChat ecosystem where users are already highly active.

WeChat Official Accounts can be categorized into Subscription Accounts and Service Accounts. Subscription Accounts are akin to newsletters, where content is pushed daily to followers. Service Accounts, on the other hand, offer more functionality, including customer service, e-commerce integration, and more personalized communication, though they are limited to four messages per month.

Case Study: A global luxury brand looking to engage with Chinese consumers might leverage a WeChat Service Account to provide personalized content, updates on new collections, and exclusive offers. The account could also offer a seamless shopping experience by integrating with WeChat Pay and Mini Programs, allowing users to purchase directly from within WeChat.

2. Nurturing Leads: From Drip Campaigns to Mini Programs

Drip email campaigns are a staple in Western digital marketing, designed to nurture leads through a series of automated emails that deliver targeted content based on user behavior and preferences. In China, similar nurturing can be achieved through WeChat Mini Programs and interactive content on platforms like Weibo and Douyin (TikTok’s counterpart in China).

WeChat Mini Programs offer a lightweight, app-like experience within WeChat, where brands can engage users with interactive content, loyalty programs, and personalized experiences. These programs can be tailored to guide users through a customer journey, from awareness to conversion, much like a drip campaign.

Case Study: A global travel company could create a WeChat Mini Program that offers personalized travel itineraries based on user preferences. As users interact with the program, they receive tailored recommendations and special offers, nurturing them towards booking a trip through the platform.

3. Conversion: From Email Offers to Flash Sales on Social Commerce Platforms

In email marketing, conversion often involves sending targeted offers, discounts, or product recommendations that encourage the recipient to make a purchase. In China, conversion tactics are often centered around social commerce platforms like Xiaohongshu, Pinduoduo, and Taobao Live. These platforms combine social interaction with e-commerce, allowing users to discover products through influencers, live streaming, and user-generated content.

Flash sales, group buying deals, and limited-time offers are common tactics used on these platforms to drive conversions. By creating a sense of urgency and leveraging social proof, brands can encourage users to make purchases directly on the platform.

Case Study: An international beauty brand might collaborate with influencers on Xiaohongshu to promote a flash sale of a new product line. The sale could be supported by user reviews, tutorials, and live streaming events, all aimed at driving immediate conversions.

Lessons from Successful Adaptations

1. Spotify’s Integration with WeChat

When Spotify entered the Chinese market, it faced the challenge of adapting its email-based engagement strategy to a market where email is not the primary communication tool. To overcome this, Spotify integrated its user engagement efforts with WeChat. By creating a WeChat Official Account, Spotify was able to send personalized music recommendations, updates, and promotional offers directly to users within the app, effectively replacing traditional email newsletters.

Spotify also leveraged WeChat’s social sharing features, allowing users to share their favorite songs and playlists with friends, thereby enhancing brand visibility and engagement through word-of-mouth.

2. Airbnb’s Use of WeChat Mini Programs

Airbnb’s success in China can be attributed to its ability to localize its marketing strategies. Recognizing that traditional email marketing would not be as effective, Airbnb developed a WeChat Mini Program that offered a localized and user-friendly experience. The Mini Program allowed users to browse listings, book accommodations, and even access customer support, all within the WeChat ecosystem.

Airbnb also used WeChat to run targeted campaigns, offering exclusive discounts and promotions to users who engaged with the Mini Program, driving both engagement and conversions.

Strategic Recommendations for Adapting Email Marketing to China

1. Leverage Data and Personalization

Just as email marketing relies on data to segment audiences and deliver personalized content, so too should your Chinese marketing efforts. Leverage the vast amounts of data available through platforms like WeChat, Alibaba, and JD.com to understand your audience’s preferences, behaviors, and purchasing patterns. Use this data to deliver highly personalized content, whether through WeChat Official Accounts, Mini Programs, or social commerce platforms.

2. Embrace Social Commerce

Social commerce is a dominant force in China’s digital landscape, and integrating your marketing efforts with these platforms is crucial for success. Consider how you can replicate the personalized, targeted nature of email offers through social commerce. This could involve partnering with influencers, creating shoppable content, or running time-sensitive promotions that encourage immediate action.

3. Focus on Mobile-First Strategies

With the majority of Chinese consumers accessing the internet through mobile devices, your marketing strategies should be mobile-first. Ensure that all content, from WeChat messages to Mini Programs, is optimized for mobile. This not only enhances the user experience but also aligns with the way Chinese consumers interact with digital content.

4. Build a Strong Omnichannel Presence

While email may not be the primary channel in China, building an omnichannel presence is essential. Integrate your efforts across WeChat, social media, e-commerce platforms, and offline touchpoints to create a cohesive and seamless customer experience. This approach ensures that you can reach your audience wherever they are, with consistent messaging and branding.

Conclusion: Adapting Core Principles to New Contexts

While the tools and platforms may differ, the core principles of email marketing—engagement, nurturing leads, and driving conversions—remain relevant in the Chinese market. By understanding the unique digital landscape in China and strategically adapting your approach, you can effectively translate the success of your international email marketing efforts to this new context.

China’s digital ecosystem offers a wealth of opportunities for brands willing to embrace its nuances and innovate. By leveraging platforms like WeChat, integrating social commerce, and focusing on mobile-first strategies, international companies can create impactful and effective marketing campaigns that resonate with Chinese consumers.

As you navigate the complexities of the Chinese market, remember that localization is key. Success in China requires more than just translation—it demands a deep understanding of the cultural, technological, and consumer behavior differences that define this dynamic market. By building on the lessons of email marketing and adapting them to the unique context of China, your brand can achieve significant growth and success in this vibrant market.

Introduction

Xiaohongshu (Little Red Book), one of China’s most influential social commerce platforms, has become a powerful tool for brands looking to penetrate the Chinese market. With over 300 million users, the platform seamlessly integrates social networking with e-commerce, allowing users to discover, review, and purchase products directly within the app. For foreign companies aiming to establish or expand their presence in China, Xiaohongshu offers a unique opportunity to engage with Chinese consumers, particularly the younger, more affluent demographic.

This guide aims to provide international companies with a comprehensive understanding of how to leverage Xiaohongshu’s platform and ecosystem to develop effective content marketing strategies. By exploring best practices, real-world examples, and actionable insights, this guide will help you achieve sustained growth, market share, and brand impact in China.

1. Understanding Xiaohongshu’s Unique Ecosystem

1.1 The Social Commerce Model

Xiaohongshu’s core value proposition lies in its ability to combine social interaction with e-commerce. Users on Xiaohongshu are not just browsing products; they are actively engaging in a community where they can share their experiences, seek advice, and make informed purchasing decisions based on peer recommendations. This blend of content-driven discovery and instant purchasing capability sets Xiaohongshu apart from other platforms and makes it a vital tool for brands looking to connect with consumers in an authentic, community-driven environment.

1.2 The Demographics of Xiaohongshu Users

The platform’s user base primarily consists of women aged 18-35, a group that is highly active, fashion-forward, and increasingly influential in China’s consumer market. These users are typically well-educated, middle to upper class, and highly responsive to trends and new products. Understanding this demographic is crucial for crafting content that resonates and drives engagement.

1.3 The Role of KOLs and Micro-Influencers

Key Opinion Leaders (KOLs) and micro-influencers play a pivotal role on Xiaohongshu. Their content is often seen as more relatable and trustworthy compared to traditional advertising. Collaborating with KOLs allows brands to tap into established audiences, lending credibility and amplifying reach. However, choosing the right KOLs—those whose followers align with your target demographic and brand values—is essential for success.

2. Developing a Xiaohongshu Content Marketing Strategy

2.1 Setting Clear Objectives

Before diving into content creation, it’s important to establish clear marketing objectives. Are you looking to increase brand awareness, drive traffic to your e-commerce site, or boost sales through Xiaohongshu’s platform? Each goal requires a different approach in terms of content type, frequency, and promotional tactics.

2.2 Content Planning and Creation

2.2.1 Types of Content That Work

Successful content on Xiaohongshu typically falls into several categories:

• Product Reviews and Tutorials: Authentic product reviews, unboxings, and how-to tutorials resonate well with Xiaohongshu users. These posts not only showcase the product but also provide practical value, helping potential customers make informed decisions.

• User-Generated Content (UGC): Encouraging customers to share their own experiences with your products creates a sense of community and trust. UGC often drives higher engagement because it feels more organic and less like a traditional advertisement.

• Lifestyle and Experience Posts: Posts that align your brand with a particular lifestyle or set of values can be particularly effective. For example, a beauty brand might share content related to wellness, self-care routines, or eco-friendly living, positioning itself as part of a broader, desirable lifestyle.

2.2.2 Visual and Written Content

Xiaohongshu is a highly visual platform, so high-quality images and videos are crucial. Your visual content should be aesthetically pleasing and consistent with your brand identity. Similarly, the written content should be engaging, concise, and in line with the tone that resonates with your target audience. Keep in mind that authenticity is key—overly polished or commercial content can sometimes be less effective than more genuine, user-generated-like posts.

2.3 Leveraging KOLs and Influencers

2.3.1 Selecting the Right Influencers

Choosing the right KOLs involves more than just looking at follower counts. Brands need to assess an influencer’s engagement rates, the authenticity of their interactions, and whether their audience aligns with the brand’s target demographic. For example, a luxury skincare brand would benefit from partnering with a beauty influencer known for premium product reviews rather than a general lifestyle blogger.

2.3.2 Structuring Collaborations

When structuring collaborations with KOLs, it’s essential to strike a balance between brand messaging and creative freedom. Influencers know their audience best, so allowing them some creative control can result in more genuine and effective content. Additionally, long-term partnerships tend to be more effective than one-off posts, as they build a deeper association between the influencer and your brand.

2.4 Utilizing Xiaohongshu’s Paid Promotion Tools

2.4.1 Sponsored Posts

Sponsored posts are a straightforward way to increase the visibility of your content on Xiaohongshu. These posts appear organically in users’ feeds but are labeled as sponsored, maintaining transparency. To maximize effectiveness, ensure that these posts are well-targeted and align with your organic content strategy.

2.4.2 In-App Advertising

Xiaohongshu offers various in-app advertising options, including banner ads, search ads, and product placement within user-generated content. These ads can be highly effective when integrated into a broader content marketing strategy. However, it’s important to monitor performance closely and optimize campaigns regularly to ensure a positive return on investment.

2.5 Analyzing and Optimizing Performance

Regular analysis is critical to understanding what works and what doesn’t on Xiaohongshu. Utilize the platform’s built-in analytics tools to track engagement metrics, follower growth, and conversion rates. Additionally, gathering qualitative feedback from user comments and direct messages can provide insights into how your brand is perceived and where improvements can be made.

3. Case Studies: Success Stories on Xiaohongshu

3.1 L’Oréal Paris: Building Trust Through Authentic Content

L’Oréal Paris has effectively utilized Xiaohongshu by focusing on authenticity and user engagement. By collaborating with local KOLs and encouraging UGC, L’Oréal has built a strong presence on the platform. Their content strategy involves a mix of product tutorials, skincare tips, and user testimonials, all of which resonate well with Xiaohongshu’s audience. The brand’s success on the platform is attributed to its commitment to authenticity, relevance, and consistency.

3.2 Starbucks: Localized Campaigns for Maximum Impact

Starbucks has leveraged Xiaohongshu’s platform to run localized campaigns that resonate with Chinese consumers. One notable campaign involved promoting a limited-edition range of products inspired by traditional Chinese culture. By collaborating with local influencers and using Xiaohongshu’s in-app advertising tools, Starbucks was able to generate significant buzz and drive sales both online and in-store.

3.3 Nike: Engaging Through Experience

Nike’s approach on Xiaohongshu focuses on creating immersive experiences for users. By sharing content related to sports, fitness challenges, and lifestyle, Nike has positioned itself as more than just a sports brand. The company regularly collaborates with fitness influencers who share their workout routines and personal stories, creating a community of engaged users who associate the brand with their active lifestyles.

4. Best Practices for Maximizing ROI on Xiaohongshu

4.1 Focus on Community Building

Xiaohongshu is not just a sales channel; it’s a community. Brands that invest in building a loyal community around their products are more likely to see long-term success. This involves not only creating engaging content but also actively participating in conversations, responding to comments, and showing appreciation for user-generated content.

4.2 Maintain Consistency and Authenticity

Consistency in posting and maintaining an authentic brand voice are crucial for building trust on Xiaohongshu. Users on the platform are highly discerning and can quickly spot inauthentic or overly commercial content. Brands that stay true to their values and consistently deliver content that resonates with their audience are more likely to build a loyal following.

4.3 Utilize Data-Driven Insights

Leverage data to inform your content strategy on Xiaohongshu. Analyzing user behavior, engagement patterns, and demographic data can provide valuable insights into what types of content perform best and what drives conversions. Regularly reviewing and adjusting your strategy based on these insights will help you stay ahead of the competition.

4.4 Experiment with Different Content Formats

While product reviews and tutorials are popular on Xiaohongshu, don’t be afraid to experiment with different content formats. Short videos, live streams, and interactive posts can offer fresh ways to engage your audience and showcase your products. Keeping your content diverse and dynamic will help maintain user interest and encourage ongoing engagement.

4.5 Collaborate with Xiaohongshu’s In-House Team

Xiaohongshu offers in-house support for brands looking to optimize their presence on the platform. Collaborating with Xiaohongshu’s team can provide you with tailored advice, access to exclusive features, and opportunities for enhanced visibility through platform-specific initiatives. This partnership can be particularly beneficial for foreign companies navigating the nuances of the Chinese market.

Conclusion

Xiaohongshu represents a unique opportunity for foreign companies to connect with Chinese consumers in a meaningful and impactful way. By understanding the platform’s ecosystem, developing a tailored content strategy, and leveraging the power of KOLs, brands can achieve significant growth and success in the Chinese market. However, success on Xiaohongshu requires more than just a

presence—it demands a deep understanding of the platform’s cultural nuances, user expectations, and the ever-evolving digital landscape in China.

4.6 Localize Your Content to Align with Chinese Culture

Localization is key when it comes to content marketing on Xiaohongshu. Chinese consumers value products and brands that resonate with their culture and traditions. This means that simply translating your content from another market won’t suffice. You need to adapt your messaging, visuals, and overall strategy to align with local tastes and preferences.

For example, incorporating elements of Chinese festivals, traditional symbols, or culturally relevant themes into your campaigns can significantly boost engagement. Understanding regional differences within China can also help tailor content to specific audiences, ensuring that your messaging feels personal and relevant.

4.7 Stay Agile and Adapt to Trends

The digital landscape in China is dynamic, with trends emerging and evolving rapidly. Brands that are agile and able to quickly adapt their content strategies to capitalize on these trends are more likely to succeed. On Xiaohongshu, this could mean jumping on trending hashtags, participating in popular challenges, or creating content that ties into current events or viral topics.

Monitoring the platform and staying attuned to what’s trending among your target audience will allow you to craft timely and relevant content that resonates with users. Being proactive rather than reactive can help your brand stand out in a crowded market.

4.8 Invest in Long-Term Relationship Building

While short-term campaigns can generate quick wins, long-term relationship building is crucial for sustained success on Xiaohongshu. This involves not only continuous engagement with your audience but also nurturing relationships with key influencers, loyal customers, and even Xiaohongshu itself.

Consider establishing an ongoing presence on the platform through regular content updates, community engagement, and consistent collaboration with KOLs. Over time, this will help solidify your brand’s reputation and foster a dedicated community of followers who advocate for your products.

4.9 Leverage Xiaohongshu’s E-Commerce Integration

One of Xiaohongshu’s unique advantages is its seamless integration of social content and e-commerce. Brands can directly link their products within posts, making it easy for users to make purchases without leaving the app. To maximize this feature, ensure that your product listings are optimized with clear images, detailed descriptions, and competitive pricing.

Additionally, consider utilizing Xiaohongshu’s e-commerce promotions and discounts to drive sales. Limited-time offers, exclusive deals, and product launches can create a sense of urgency and encourage users to make purchases.

4.10 Monitor and Respond to User Feedback

User feedback on Xiaohongshu is invaluable for refining your content strategy and improving your products. Actively monitor comments, reviews, and messages from users, and be responsive to their concerns and suggestions. Positive interactions can boost brand loyalty, while addressing negative feedback promptly and professionally can mitigate potential issues.

Consider incorporating user feedback into your content strategy by highlighting customer testimonials, addressing common questions in posts, or even featuring UGC in your official content. This not only enhances engagement but also shows that your brand values and listens to its customers.

Conclusion: Embrace Xiaohongshu as a Strategic Tool for Success in China

For foreign companies entering the Chinese market, Xiaohongshu offers a powerful platform to connect with consumers in an authentic and impactful way. By understanding the unique dynamics of the platform, localizing your content, and building strong relationships with influencers and users, you can harness the full potential of Xiaohongshu to drive brand awareness, customer engagement, and sales growth.

As you embark on your Xiaohongshu content marketing journey, remember that success on the platform requires a blend of creativity, cultural understanding, and data-driven strategy. By staying agile, investing in long-term relationships, and continuously refining your approach based on user feedback, your brand can thrive in China’s competitive digital landscape.

With the right strategy and execution, Xiaohongshu can become a cornerstone of your brand’s success in China, helping you achieve your business goals and secure a strong foothold in one of the world’s most lucrative markets.

Introduction

The online travel industry in China is one of the most dynamic and competitive sectors, with companies like Ctrip, Qunar, and Qyer (Qiongyou) leading the charge. Their ability to innovate and adapt to China’s unique market characteristics has allowed them to secure significant market share and build lasting brand loyalty. International O2O (Online-to-Offline) businesses looking to enter the Chinese market can learn valuable lessons from these Chinese giants in terms of how to harness local marketing platforms, consumer behaviors, and digital ecosystems to achieve commercial success.

This article will explore the key strategies that have driven the success of Ctrip, Qunar, and Qyer in China, offering insights that international companies can apply to their own localization efforts. By understanding the marketing tactics and operational nuances that define the Chinese market, O2O companies can better position themselves for growth and profitability.

Understanding the Chinese Online Travel Market

Before diving into specific marketing strategies, it’s essential to understand the unique characteristics of the Chinese online travel landscape. Several key factors distinguish the Chinese market from its global counterparts:

1. Mobile-First Behavior: China’s internet users are overwhelmingly mobile-centric. The majority of travel searches, bookings, and engagements occur on smartphones. This makes mobile-optimized strategies a necessity for any international company entering the Chinese market.

2. Super Apps Dominate: Platforms like WeChat and Alipay are ubiquitous in China, and their integration into daily life goes beyond just messaging or payments. These apps offer travel bookings, reviews, and customer service, which means that having a presence on super apps is critical.

3. High Consumer Expectations: Chinese travelers, especially younger generations, expect a high level of personalization, real-time customer support, and convenience. The competitive nature of the market has conditioned them to expect seamless service across all touchpoints.

4. Digital Payments: Cashless payments dominate the travel sector, with QR codes, mobile wallets, and digital payment platforms being the standard. This ease of transaction plays a crucial role in the decision-making process.

With these foundational characteristics in mind, let’s explore the strategies of the major players in China’s online travel industry.

Ctrip: Dominating the Chinese Travel Market Through Localization and Partnerships

Ctrip (now part of Trip.com Group) is China’s largest online travel agency (OTA) and one of the biggest success stories in the industry. Since its inception, Ctrip has consistently tailored its services and marketing to align with local consumer preferences and behaviors.

1. Localization of Offerings

Ctrip’s success is rooted in its deep understanding of local travelers’ needs. From domestic flight bookings to hotel reservations, Ctrip offers a comprehensive range of travel products that cater to a wide spectrum of consumers, from budget travelers to luxury seekers.

For international businesses, this level of localization means going beyond offering mere translations of global services. Companies must tailor their product mix to reflect local preferences. For example, Ctrip offers a variety of travel insurance options and alternative travel methods like high-speed trains, both of which are hugely popular among Chinese travelers.

2. Strategic Partnerships

Ctrip has forged alliances with both global and domestic players, allowing it to offer a more comprehensive array of services. Their partnerships with hotels, airlines, and local travel agencies ensure they can meet the needs of travelers looking for both domestic and international travel solutions.

For international O2O companies, this approach highlights the importance of building partnerships with local suppliers and platforms to provide seamless services. Working with established companies in China can help you navigate regulatory challenges and establish a more credible presence in the market.

3. Leveraging Data for Personalization

Ctrip uses big data analytics to offer personalized travel recommendations based on user behavior, preferences, and past purchases. By providing personalized travel packages and services, they increase customer satisfaction and loyalty.

For international companies, investing in data analytics and understanding the nuances of consumer behavior in China can make a significant difference. Personalization is not just a nice-to-have; it is an expectation in China, where consumers are used to platforms understanding their needs before they articulate them.

4. Utilizing WeChat and Mini Programs

Ctrip has leveraged WeChat’s ecosystem to offer a comprehensive mobile experience. Through WeChat Mini Programs, users can book hotels, flights, and tours without leaving the app. This seamless integration allows Ctrip to stay connected with users throughout their travel journey.

For international companies, integrating services with super apps like WeChat or Alipay is crucial to staying relevant in the Chinese market. These platforms provide not only payment solutions but also customer service and marketing opportunities.

Qunar: A Focus on Price Sensitivity and User Engagement

Qunar is another leading OTA in China, known for its focus on price comparison and offering budget-friendly travel options. While Ctrip targets a broader range of travelers, Qunar has built a reputation for helping users find the best deals.

1. Price Transparency as a Marketing Tool

Qunar’s marketing strategy revolves around providing clear and transparent pricing information. This has built trust with consumers who are looking for the best possible deals on flights and hotels. The focus on price comparison has allowed Qunar to carve out a niche among cost-conscious travelers.

International companies can learn from this by adopting transparent pricing strategies and avoiding hidden fees. Chinese consumers, especially in the travel industry, are price-sensitive and appreciate platforms that offer clarity and value.

2. User-Generated Content and Reviews

Qunar encourages users to share their travel experiences and leave reviews, which in turn helps other users make informed decisions. This reliance on user-generated content has created a community of engaged travelers who trust Qunar’s platform.

For international companies, leveraging user-generated content and fostering a community around your brand can significantly improve customer engagement. Encouraging reviews and interactions on your platform or via social media can also boost credibility and trust among Chinese consumers.

3. Mobile-First Booking Experience

Like most Chinese OTAs, Qunar’s user experience is optimized for mobile devices. Their app offers real-time pricing updates, easy navigation, and swift booking processes, catering to China’s mobile-first audience.

International companies entering the Chinese market need to prioritize mobile optimization from the outset. A well-designed mobile app that simplifies the user journey, from browsing to booking, is essential in capturing the attention of Chinese travelers.

Qyer: Building a Community of Independent Travelers

Qyer (Qiongyou) is a niche player in China’s travel market, targeting younger, independent travelers who are interested in unique travel experiences and destinations. Their platform combines travel inspiration with booking services, creating an ecosystem where travelers can share their experiences and recommendations.

1. Content-Driven Marketing

Qyer’s marketing strategy centers around user-generated content, blogs, and travel diaries. Travelers on Qyer often share detailed itineraries, photos, and tips, creating a rich content repository that attracts like-minded travelers.

International companies can take inspiration from Qyer’s content marketing strategy by encouraging their users to create and share content. Whether it’s through blogs, videos, or social media, content-driven marketing helps build a sense of community and loyalty among users.

2. Targeting Younger Audiences

Qyer has focused on engaging with China’s younger travelers, who are more adventurous and eager to explore off-the-beaten-path destinations. The company’s social media presence is strong, with a focus on platforms like Douyin (TikTok) and Xiaohongshu (Little Red Book), which are popular among younger demographics.

For international companies, targeting younger audiences through the right social media channels is crucial. Douyin and Xiaohongshu are two platforms that offer opportunities to engage with consumers through creative, short-form video content and influencer partnerships.

3. Cross-Border Travel Focus

While Ctrip and Qunar focus primarily on domestic travel, Qyer emphasizes cross-border travel, offering guides and recommendations for international destinations. This focus has helped them tap into the growing segment of Chinese travelers interested in overseas experiences.

International companies in the travel sector can cater to this audience by offering unique cross-border travel solutions that align with the preferences of Chinese outbound tourists. Understanding the needs of Chinese travelers abroad can help international companies craft compelling offers.

1. Embrace the Mobile Ecosystem (Continued)

As China is a mobile-first market, international companies must prioritize mobile optimization. This includes developing apps that are compatible with Chinese platforms, such as WeChat, Alipay, and Baidu Maps, and ensuring that your mobile experience is smooth, intuitive, and efficient. The success of Ctrip, Qunar, and Qyer demonstrates that being present and fully functional on mobile is not just a competitive advantage—it’s a necessity. Offering features like QR code payments, mobile customer service, and in-app promotions can significantly enhance user engagement and conversion rates.

2. Localize Your Marketing Strategy

Localization goes beyond language translation; it involves adapting your products, services, and marketing messages to align with local cultural norms, consumer behaviors, and market expectations. For instance, Ctrip’s focus on local partnerships and Qyer’s emphasis on user-generated content reflect an understanding of what resonates with Chinese consumers. International companies should tailor their value propositions, pricing strategies, and marketing campaigns to reflect the unique characteristics of the Chinese market. This may involve creating exclusive offers for Chinese holidays, collaborating with local influencers, or customizing products to suit local tastes.

3. Leverage China’s Super Apps

The dominance of super apps like WeChat and Alipay in China cannot be overstated. These platforms serve as comprehensive ecosystems where users can engage in everything from messaging to shopping to booking travel. Ctrip’s successful integration with WeChat, for example, allows users to book flights and hotels without leaving the app, offering a seamless experience. International companies should explore opportunities to integrate their services within these super apps, either through mini programs or API integrations, to reach Chinese consumers where they are most active.

4. Invest in Data-Driven Personalization

Chinese consumers have come to expect a high level of personalization in their interactions with brands. Ctrip’s use of big data to offer tailored travel recommendations is a prime example of how personalization can drive customer loyalty and repeat business. For international companies, investing in data analytics to understand customer preferences and behaviors is crucial. This can inform personalized marketing campaigns, targeted promotions, and even product development, ensuring that your offerings are relevant and appealing to your Chinese audience.

5. Focus on Price Transparency and Value

Price sensitivity is a significant factor in the Chinese market, particularly in the travel sector. Qunar’s success in offering transparent pricing and focusing on budget-conscious travelers highlights the importance of clear and honest communication about costs. International companies should adopt a similar approach by avoiding hidden fees and offering clear value propositions. Competitive pricing strategies, bundled offers, and loyalty programs can also help attract and retain cost-conscious consumers.

6. Build a Strong Content Strategy

Content plays a crucial role in engaging Chinese consumers, particularly younger demographics who seek inspiration and information online. Qyer’s focus on travel diaries, itineraries, and user-generated content has helped it build a loyal community of independent travelers. International companies can benefit from developing a robust content strategy that includes blogs, videos, social media posts, and user-generated content. This content should not only inform and inspire but also drive conversions by linking directly to booking pages or promotional offers.

7. Engage with Younger Audiences Through Social Media

China’s younger consumers are highly active on social media platforms like Douyin (TikTok), Xiaohongshu (Little Red Book), and Weibo. These platforms offer unique opportunities to reach and engage with this demographic through creative content, influencer collaborations, and interactive campaigns. Qyer’s success in targeting younger travelers through social media demonstrates the importance of understanding where your audience spends their time online and tailoring your content accordingly. International companies should explore partnerships with local influencers, create viral content, and engage in social media challenges to build brand awareness and loyalty among younger Chinese consumers.

8. Offer Seamless Cross-Border Travel Solutions

As more Chinese travelers explore international destinations, there is a growing demand for seamless cross-border travel solutions. Qyer’s focus on international travel guides and recommendations has positioned it as a go-to resource for Chinese travelers seeking unique experiences abroad. International companies, particularly those in the travel sector, should consider offering services that cater specifically to Chinese outbound tourists. This could include localized travel guides, Chinese-language customer support, and partnerships with local businesses in popular destinations. Understanding the needs and preferences of Chinese travelers abroad can help you craft compelling offers and capture a share of this lucrative market.

9. Develop Strategic Partnerships

Strategic partnerships are key to navigating the complexities of the Chinese market. Ctrip’s alliances with hotels, airlines, and local travel agencies have allowed it to offer a comprehensive range of services that meet the needs of Chinese travelers. For international companies, forming partnerships with local businesses, technology platforms, and service providers can enhance your value proposition and help you overcome challenges related to logistics, regulations, and market entry. These partnerships can also provide access to local expertise and resources, making it easier to adapt your offerings to the Chinese market.

10. Ensure Regulatory Compliance

Finally, it’s essential to understand and comply with China’s regulatory environment. The Chinese government places strict regulations on data privacy, content censorship, and business practices, and failure to comply can result in significant penalties or even the loss of market access. International companies should work with legal experts and local partners to ensure that their operations, marketing strategies, and data practices adhere to Chinese laws and regulations. This will not only protect your business but also build trust with Chinese consumers who are increasingly concerned about data security and corporate responsibility.

Conclusion

The success of Ctrip, Qunar, and Qyer in the Chinese online travel market offers valuable lessons for international O2O companies looking to enter or expand their presence in China. By embracing mobile-first strategies, localizing your offerings, leveraging super apps, and investing in personalization, content, and strategic partnerships, you can effectively navigate the unique challenges of the Chinese market and achieve sustainable growth.

As you develop your market entry strategy, remember that China’s digital landscape is constantly evolving, and staying ahead of trends and consumer expectations is crucial. By learning from the strategies of China’s leading online travel companies, you can position your business for success in one of the world’s most dynamic and competitive markets.

In summary, success in China’s O2O space requires a deep understanding of local consumer behaviors, a willingness to adapt and innovate, and a commitment to providing value and convenience. With the right approach, your business can tap into the immense potential of the Chinese market and build a lasting presence in this fast-growing economy.