Promotion on Chinese Video Hosting Platforms

Eight out of ten Chinese internet users have bought a product through a live stream at least once. In 2024, the country’s livestream commerce market generated 4.5 trillion yuan in gross merchandise value, or GMV. Forecasts suggest it will surpass 1 trillion US dollars by 2026.

By 2026, the myth that Xiaohongshu is simply “the Chinese Instagram” has been completely shattered. Both platforms deal with visual content, but their inner workings, user behavior, and commercial potential have diverged so much that trying to apply a single strategy will burn your budget. These are no longer competitors — they are two different worlds, and brands need to choose where they want to win.

If you want to grow sales in China, Tmall is often not just “another channel”, but the core revenue engine inside Alibaba’s ecosystem. Shoppers come to Tmall with clear purchase intent, search for specific brands or categories, compare options, and convert directly on the platform. That makes your Tmall marketing strategy a mix of brand building, conversion optimization, and performance advertising rather than simple “store listing”.

The Chinese market offers massive opportunities for brands, but you don’t necessarily need a celebrity budget to break in. The secret is working with micro- and nano-influencers. Locally, they are known as KOCs—Key Opinion Consumers. These aren’t polished public experts. Their whole appeal is that they look and sound like real people. Their followers treat them like friends, not advertisers.

If you are planning to promote your brand in China, you probably already know the big names: WeChat, Douyin, RedNote, Baidu and Weibo. But there is one platform many international companies still underestimate, even though it can quietly shape brand trust long before a customer is ready to buy — and that platform is Zhihu (知乎).

More than 800 million people browse Taobao every single month. Most sellers never reach the first page of search results unless they pay for ads. This is a fact.

China is not a new market for your existing product. China is a different universe. There is no Google Play, no Facebook, no Instagram, and no Twitter. Instead, you face hundreds of Android stores, a censorship system that rejects apps for reasons you have never heard of, and payment systems that require deep local integration.

China is a separate digital market. As we move through 2026, the rules of engagement have shifted again. The era of simply hiring a celebrity with millions of followers is fading. Today, success belongs to brands that master the delicate ecosystem of Key Opinion Leaders (KOLs) , Key Opinion Consumers (KOCs) , and emerging Cultural Opinion Leaders (COLs) .

If you are thinking about expanding your business opportunities and have turned your attention to the rapidly developing China, then sooner or later you will encounter such a digital giant as Baidu. 

Brands entering China’s cross—border e—commerce market often ask the same question: are Douyin  and Xiaohongshu the same?

The Chinese Internet is often compared to a separate universe. It operates by its own rules, features its own platforms, and follows a distinct logic of consumer behaviour. While in the West the path to purchase often begins with Amazon or Google, in China things are both more complex and, at the same time, more structured.

What is Bilibili (哔哩哔哩)? Is Bilibili Like YouTube? Is Bilibili still popular in China? Bilibili vs YouTube: 7 Major Differences You Should Know 1.   Market Size and User Base 2.   Local Competition 3.   Niche Focus 4.   Community Building and User Engagement 5.   Content Quality 6.   Search and Discovery Algorithms […]

Mini Programs menu interface/ Mini Programs of Printer/ Uniqlo Mini Program CASE 1: Swisse (supplements) WeChat Mini Program

This comprehensive Xiaohongshu guide and overview explores the fundamentals of marketing on the platform. Recently, a new term has emerged globally, prompting questions such as what is Rednote app and what is Rednote. To clarify the most popular hesitation, is Rednote Xiaohongshu? Yes, they are the exact same platform. Whether it is referred to as […]

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. China’s media landscape is governed by strict advertising regulations designed […]

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