Welcome to digital china

Behind the Great Firewall, China has developed a unique walled garden of social networks, apps and media platforms.
Learn what they are and
how people use them.

Douyin

Douyin is China’s most popular short-form video app. Douyin reached 150 million daily active users in June 2018, and was the world's most downloaded app in the first quarter of 2018, with an estimated 45.8 million downloads.

WeChat

WeChat is China’s #1 most popular app and social network with over 1 billion MAUs where users spend ⅓ of their mobile time browsing.

Toutiao

Toutiao is China’s top daily news app. As of August 2017 Toutiao had 600M users and 120M DAUs allowing advertisers to insert themselves into the daily reading habits of Chinese netizens utilizing interest-based categories.

Miaopai

Part owned by Weibo, its the most effective video platform for scaling across Weibo’s graph. This short form and livestreaming video platform averages 2.5B hours of videos viewed every 24 hours.

Baidu

Baidu is one of the largest internet companies in the world, and the leading search engine in China. Often referred to as the ‘Google of China’ it holds over 70% of the total Chinese search market share and has 660 million monthly users.

Weibo

Sina Weibo functions as the primary one-to-many distribution platform in China and is the platform where many influencers grow their fanbase. As of March 2018, Weibo had 411M MAUs and 184M DAUs. Weibo’s ad algorithm boosts organic reach and engagement through its social graph.

Tencent Network

Tencent Ad Network (WeChat's parent company) allows advertisers to distribute campaigns across a long list of Tencent channels, including QQ News, Tencent App Display Network, and QZone (QQ messenger’s equivalent of a feed, 632M MAUs in 2017 Q1).

Netease

Netease is one of China’s top tech companies, covering 1,000+ top apps, 1 billion users amount and 500 million DAUs  with over 10 billion daily exposures. Among the notable apps in their ecosystem is Youdao Dictionary, the top mobile dictionary app in China.

Get the guide to digital China

Quickest guides teach you everything we know, diving deep into all the essential topics to grow an audience, generate leads and get results in China. This multi-part series includes:

  • Playbook on how to reach target audience across the Chinese internet’s top platforms
  • Digital demand creation map
  • Sample user journey
  • Baidu SERP anatomy
  • Sample discovery audit
  • Chinese e-commerce blueprint
  • Much more
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