China Platform Comparison Guide

Comprehensive overview of China's major digital platforms to inform your channel strategy.

Baidu

Search Engine

1.0B+ monthly active users

Cost: Medium-High

Difficulty: Medium

China's dominant search engine with 70%+ market share. Essential for any China digital presence.

Best for: B2B, High-intent buyers, Brand awareness

Audience: All ages, urban & rural, research-oriented users

Ad Formats:

SEOPPC/SEMDisplay AdsBrand Zone

WeChat

Super App

1.3B+ monthly active users

Cost: Low-Medium

Difficulty: High

The most important platform for long-term China digital strategy. High engagement and loyalty.

Best for: CRM, Community building, B2B & B2C

Audience: 25-45 years, urban professionals, high purchasing power

Ad Formats:

Official AccountMini ProgramsMoments AdsWeChat Pay

Douyin (TikTok China)

Short Video

700M+ monthly active users

Cost: Medium

Difficulty: Medium

Fastest-growing platform. Live commerce is transforming product sales in China.

Best for: Brand awareness, Gen Z, Product launches

Audience: 18-35 years, trend-conscious, entertainment-driven

Ad Formats:

Organic ContentTopView AdsIn-Feed AdsLive Commerce

Xiaohongshu (RED)

Social Commerce

300M+ monthly active users

Cost: Low-Medium

Difficulty: Medium

The go-to platform for product discovery. High trust, user-generated content focus.

Best for: Luxury, Beauty, Lifestyle, Female audience

Audience: 18-35 females, tier 1-2 cities, high disposable income

Ad Formats:

Organic NotesKOL CollaborationPaid Promotion

Weibo

Microblogging

580M+ monthly active users

Cost: Medium

Difficulty: Low

China's Twitter equivalent. Good for brand announcements and viral campaigns.

Best for: PR, News, Entertainment, Mass market

Audience: 18-40 years, broad demographic, entertainment & news

Ad Formats:

Organic PostsFan HeadlinesDisplay AdsKOL Campaigns

Tmall / Tmall Global

E-commerce

900M+ monthly active users

Cost: High

Difficulty: High

Premium e-commerce platform. Tmall Global allows foreign brands without China entity.

Best for: B2C retail, Premium brands, Cross-border

Audience: All ages, purchase-intent, brand-conscious

Ad Formats:

Brand Flagship StorePaid SearchLive Streaming

JD.com

E-commerce

580M+ monthly active users

Cost: High

Difficulty: High

Known for authentic products and fast delivery. Strong in electronics and premium goods.

Best for: Electronics, Appliances, Authentic goods

Audience: 25-45 males, quality-focused, tier 1-3 cities

Ad Formats:

JD StoreJD WorldwidePaid Promotion

Bilibili

Video Platform

340M+ monthly active users

Cost: Low-Medium

Difficulty: Medium

China's YouTube for Gen Z. High engagement but requires authentic, quality content.

Best for: Gen Z, Gaming, Anime, Tech brands

Audience: 18-25 years, highly educated, niche interests

Ad Formats:

Brand AccountSponsored ContentPre-roll Ads