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Yet, Cookies shall light the road. Please, decide which marks shall remain.»
Promotion in Chinese Media
- Consultation on the specifics of the Chinese media space
- Identifying the Main Channels of Promotion in Chinese Media
- Developing a customized promotion strategy in Chinese media
- Publications and advertising in traditional Chinese media
- Publications and advertising placement in Chinese news aggregators
Promotion in Chinese Media
China is one of the world’s largest media markets. The ecosystem blends traditional media (TV, radio, print) with digital platforms (news portals, WeChat, Weibo, Douyin). With 1+ billion internet users, online media is a must-have channel for PR and brand growth.
How China’s media system works
When building a strategy, account for the specifics of the Chinese media landscape:
- It’s a closed system with strong state presence. Major outlets operate under oversight from the Central Propaganda Department of the CPC.
- Alignment with state ideology shapes how new media develop.
- Users also practice a form of self-regulation: audiences actively choose and interpret information.
People’s Daily – online edition.
PR tips for Chinese media
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Ongoing media
monitoring
and social listening
Run ongoing media monitoring and social listening to track brand status, user sentiment, and next steps.
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Integrated
media strategy
Build an integrated media strategy across traditional and digital platforms.
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Niche outlets
Find your audience in niche outlets and vertical channels. Relationships with key media and journalists increase access and trust.
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KOLs
(Key Opinion Leaders)
Partner with KOLs (Key Opinion Leaders) to amplify products and services.
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News agenda
Watch the news agenda and adapt content to cultural and political norms to avoid negative reactions.
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Strong
news hooks
Pitch strong news hooks with quality visuals. Craft a clear press release tailored to Chinese readers.
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Experienced
specialists
Work with experienced specialists who can navigate the system and localize content.
Promotion with Mates
Mates partners with hundreds of Chinese outlets. Clients place stories in People’s Daily, China Daily, Xinhua, Global Times, Sina Finance, and more.
Beyond traditional and online media, we collaborate with vertical blogs on WeChat, Douyin, Baijiahao, Toutiao, and other platforms. We also provide brand mention monitoring across the Chinese web. Public-opinion analysis helps refine your strategy and lift campaign performance.
Our experts design and execute tailored media strategies. With deep research into China’s media market, we help brands reach the right audience.To succeed, apply strategies adapted to China’s tech landscape and cultural context. Understanding local traditions, consumer habits, and user behavior enables effective engagement with China’s massive audience and strengthens your position in a fast-moving media market.
Launch with Mates Asia
Our team is ready to consult you!
Leading media groups
China’s media groups drive national distribution. They produce content across regions and platforms, learn from cross-channel user behavior, and adjust marketing accordingly. Corporations shape the agenda, highlighting economic and tech strengths and building a positive national image.
China Central Television (CCTV)
CCTV: state national broadcaster with 18 free-to-air channels.
China Global Television Network (CGTN)
CGTN: CCTV’s international arm (English, Arabic, French, Russian, Spanish).
China Radio International (CRI)
CRI — state radio broadcasting in 40+ languages.
Xinhua News Agency
Xinhua News Agency: the leading state newswire.
Types of news media
Traditional media
TV, radio, and print are tightly regulated and offer limited access for foreign companies. CCTV is the top TV network. Hunan Television ranks second, known for reality and entertainment shows.
Online media
As internet use grew, the online versions of newspapers and TV networks became powerful digital-first outlets. They also run large presences on WeChat and Weibo, testing formats and engaging users directly.
Independent or “self-media”
Blogs and creator accounts on social platforms are now a core part of the industry. Douyin (short video) is a key channel for news-style updates and content creation. Direct creator–audience interaction gives self-media rising influence.
Media in China also runs at national, provincial, and city levels.
Got a question?
We will help you to promote your business in China.
Apply now and get a free consultation!
Apply now and get a free consultation!
News aggregators
News aggregators are central to today’s consumption. They personalize feeds using user interests, and—mixing social and blogging features—let readers interact with authors and each other.
Toutiao
an AI-powered news aggregator surfacing timely content.
Baijiahao
Baidu’s built-in aggregator; articles appear in feeds and Baidu search results.
Tencent News
part of Tencent; integrates with WeChat and QQ.
Netease News
from Netease; offers national and international news and analysis.
Sohu
one of China’s earliest media portals; retains users through diverse content and multimedia.
With strong data algorithms, aggregators filter and personalize content, improving relevance and quality.