When it comes to the most popular and used social media in China, there are top 4 players that you must know. Let’s see why
The digital landscape in China changes faster than in Western countries. Platforms emerge and submerge in a matter of a few years. Today we are trying to update you on the most popular social media in China and why they would be important for your business
1. WeChat: China 1st Super-App
Alibaba is leading e-commerce sector, but without doubts, Wechat is the most powerful app in China. Everyone living in China for a while, can’t pass a day without using Tencent’s app for different purposes. Last year WeChat reaffirmed its leadership in social media with 1.08 billion monthly active users. Moreover, Tencent announced in early 2019 that daily active users of the app had climbed to over one billion. A person averagely spends 66 mins on Wechat daily.
Only Western tech giant such as Facebook, YouTube, WhatsApp are able to claim a greater share of global usage. Wechat was born as a messaging app just like Whatsapp, but today Tencent transformed it into a super-app, so called all-in-one app. Wechat provide news, games, and videos for users to consume, plus, Wechat Pay is the mobile payment that people use to pay for basically everything in China. And it became one of the biggest PRC based fintech giant.
WeChat also connects to other apps so that via WeChat, you can open other apps without downloading them; and in case you need to pay for a product/ service in those apps, you can pay immediately with a click into Wechat Pay; all happen within Wechat ecosystem and mini programs.
2. Douyin: Are you Ready for the Hottest Video Platform in China?
Douyin, better known as TikTok in Western countries, is a short-video platform launched by ByteDance. The platform allows users to create, share, and view 15 second videos based around lip syncing, dancing, comedy skits, and other physical activities. If you ever tried yet, you should try once. It’s fun, and we can understand why Facebook is worried about Douyin concurrency.
The Chinese social network combine funny and interesting short clips, an immersive full-screen interface and powerful AI for its sticky magic. According to data, Douyin users open the app 4/5 times a day, using it for around half an hour daily. In China, Douyin reported 400 million monthly active users, 50% of which were active daily. Douyin commands market penetration of 30% in China (June 2018).
Douyin users are very young, with 50% of them below 24 years old. Nearly 40% of all users live in Tier 1 and Tier 2 cities. They are well-educated, trendy and wealthy Gen Z in China who favor creativity, freedom and luxury. That’s why Douyin is the place to go for brands who want to connect with the new emerging generation of buyers.
3. Weibo: Not just for News and Buzz
Weibo is another dominant social media in China and one of first platform appeared on Chinese web. After ups and down, Weibo became now an indispensable part of Chinese online life. What is Weibo? Developed by Sina.com, it’s not a super-app like WeChat, but time after time Weibo has evolved into an entertainment platform that encompasses the features of Twitter, Pinterest, Instagram and YouTube rolled into one.
Weibo is one of the few social media platforms in China that currently offers search engine optimization, plus, its partnerships with local TV networks, foreign sports leagues, celebrities and online influencers have allowed it to create a rich library of engaging content that caters to a variety of interests. Weibo’s audience is mainly composed of young users more than 80% of its users were less than 30 years old. Weibo’s monthly active users reached 486 million in June 2019, while Weibo average daily active users were 211 million in June 2019.
4. Xiaohongshu: The Social Commerce Revolution is Here
XiaoHongShu (小红书), literally Little Red Book, founded by Charlwin Mao in 2013, started as a place to offer shopping-related information for mainland Chinese consumers from those who traveled or lived abroad.
Today is not only a social platform, but has also turned into a robust e-commerce platform: is a social e-commerce app. Now Little Red Book has over 250 million registered users as of 2019, and it bases its success on the influence and trust of information shared by the users themselves. At the moment, Little Red Book ranks as one of main cross-border shopping apps (Little Red Book launched its cross-border e-commerce platform, the “RED store” ,in 2014). XiaoHongShu has formed strategic partnerships with many overseas brands including Lancôme, Swisse, and Innisfree (Brands can open a brand account/digital store on XiaoHongShu). As of 2017, the platform has reached 6.5 billion yuan sales.
With a focus on beauty and fashion, it acts as a platform for people to post and share shopping tips, product reviews, and lifestyle stories. How does Little Red Book new mini program work? You will need to invite at least 50 friends to be your fans before you become a “Shop Owner (红人)”. As a “Shop Owner”, you will get cash rebate when your fans place orders. The cash rebate can be up to 40% of the sales. Currently there are only 10 products listed in the shop. All of the products are already very popular on RED. Xiaohongshu users are predominately young and female; a significant part of them are living in China’s first and second-tier cities. They are getting even younger, “70% of new registered users were born after 1995.”