CHINA SOCIAL MEDIA PLATFORMS GUIDE 2026

Platform roles, content trends & key takeaways.

Case Study: Connecting Airlines, Travelers, and Tourism Operators Through the “Boarding Pass Privilege” Initiative

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ENGAGE

“Engagement is where the real results happen.”

The engage domain is responsible for delivering UMS' bespoke digital services including creative and IT solutions, consumer interactions and end-to-end consumer journeys. Whether it is retainer work, campaigns or offline activation, the engage domain ensures smooth digital consumer experience to enhance loyalty and drive results.

CONNECT

“Real reach is about connecting with your audience.”

China is big and with size comes huge opportunities. UMS' connect domain coordinates media buys and influencer collaborations for brands to expand their voice in china and reach the right audience. Transparency is a key value at UMS: our pool of high quality influencers and platform partnerships ensures that the right fit for your brand and audience.

ESTABLISH

“You’re only as established as you are able to adapt.”

The establish domain was created to serve the needs that UMS saw in their clients entering the market and those needing to revisit their in-market strategy. Change happens fast in china and the brands who survive are the ones who have a strong foundational strategy with an agile mindset. UMS establish coordinates communication and relationship building across a brand’s in-market partners.

Engage
Creative Campaigns, Digital Solutions, SCRM
Connect
Influencer & KOL Strategy, Media & PR, Brand Auditing
Establish
China Market Research/Insights, China Business Establishment Toolkits, China GO-TO-MARKET Plan

Here's what people have to say about us.

UMS have a proven track record, successfully introducing Australian brands to consumers in China. Partnering with UMS will allow us to share our Aussie roots and family business ethos with a market that really cares about the real ingredients in their food and drinks. We’re looking forward to a great future in China with, not only our world-famous Ginger Beer, but also other brews within the Bundaberg range.

Bundaberg Brewed Drinks

China is very important market to us, with its own specific consumer behaviours. We believe UMS is a perfect fit. Beyond their strength in digital marketing for China, they understand our company‘s unique diamond and technology expertise and how to work with us in an efficient way. I look forward to strengthening our visibility with their support.

De Beers Group Industry Services

UMS were our first pick as they have a clear understanding of the New Zealand proposition, they have a personnel presence in both New Zealand and China, and have delivered successful outcomes for other New Zealand F&B products through digital and social media campaigns. We have been impressed by the practical advice we have received to help us protect our branded resources and retain ownership of audiences we acquire through social media promotions in China.