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Expanding into the Chinese market can be highly rewarding, but it requires careful planning. By following best practices for digital marketing in China, businesses can save time and resources, potentially conserving tens of thousands of dollars while setting themselves up for a successful market entry.

Baidu is China’s dominant and one of the world's most-used search engines, holding over 70% of the search market share with over 600 million monthly active users at home. Unlike Google, Baidu functions as a comprehensive digital ecosystem encompassing Baidu Baike (an encyclopedia rivaling Wikipedia), Zhidao (a Q&A platform similar to Quora), Tieba (community forums), and Baijiahao (a content publishing platform). For businesses targeting Chinese consumers, Baidu represents the primary gateway to visibility, as Google and other Western search engines remain blocked by the Great Firewall.

 This article takes a deep look at Bilibili’s marketing potential: how the platform works, who uses it, the most effective tools for promoting your business, and how to launch and monetize your own channel.