RED: China’s Lifestyle Search Engine
Often described as “China’s Instagram meets Pinterest,” RED (小红书) has evolved from a travel review platform into a powerful lifestyle search engine. With 260 million monthly active users—mostly educated, urban women under 35—RED is where consumers go for advice on what to buy, where to go, and how to live. It’s not just about looking good—content must feel real, with detailed reviews, comparison posts and unfiltered vlogs performing best. RED’s influence on purchase decisions is immense, especially in beauty, fashion, health and parenting. Increasingly, it’s also becoming a key touchpoint for luxury and niche brands entering the China market.
Douyin: China’s TikTok, but Bigger
Douyin, the original Chinese version of TikTok, is more than just an entertainment app—it’s a powerful ecosystem blending short video, ecommerce, and social interaction. With over 750 million monthly active users, it has become the go-to platform for Chinese Gen Z and Millennials to discover trends, shop directly via livestreams, and engage with brands. From product reviews to dance challenges, Douyin content is fast-paced, informal, and algorithm-driven—making it a key space for brand storytelling and conversion. Unlike TikTok, Douyin users can make purchases in-app, and brands can run flagship stores, making it one of China’s most potent digital marketing tools.
WeChat: China’s “Super App”
WeChat is China’s most widely used app, combining messaging, payments, news, social media, ecommerce and more into a single ecosystem. With over 1.3 billion users, it plays a daily role in the lives of consumers—from chatting with friends to paying bills or shopping via in-app Mini Programs. Its two official account types—Subscription and Service—offer brands the tools to share content, manage customer relationships and sell directly. WeChat is especially valuable for its CRM-like functions, making it ideal for nurturing long-term engagement. While newer platforms offer trend-driven, viral potential, WeChat remains the foundation for a brand’s digital presence in China.
Bilibili: China’s YouTube for Young Audiences
Bilibili is one of China’s top video-sharing platforms, popular especially among Gen Z and young millennials. Launched in 2009, it has over 340 million monthly active users and features a mix of user-generated videos, livestreams, and premium content covering anime, gaming, entertainment, education and more. Known for its unique “danmu” bullet comments that scroll across the screen, Bilibili offers an interactive viewing experience that engages users deeply. With 30 million paying monthly subscribers, strong ecommerce integration, and vibrant community culture, Bilibili is a key platform for brands targeting China’s young, digital-savvy consumers.
Ctrip: China’s Travel Super App
Ctrip is China’s largest online travel agency, widely known as the country’s “Expedia.” With over 300 million monthly active users, it integrates flight, hotel, train, and tour bookings into a single platform. Ctrip offers AI-powered personalisation, live-stream commerce, and immersive AR/VR travel experiences. It supports 24 languages and 35 currencies via its international brand Trip.com, helping global destinations connect with Chinese travelers. From loyalty programs to co-branded campaigns, Ctrip drives both domestic and outbound tourism. As China’s travel market rebounds, Ctrip remains the go-to hub for planning, booking, and promoting travel experiences.
