China has a unique digital ecosystem, with social networks and platforms entirely different from those dominating the West. With its own universe of platforms, each offering advanced features and a high level of integration into users’ daily lives, their credibility and usability have reached historic levels. Therefore, it is essential to understand these networks and how to use them strategically to boost your presence in this dynamic and unique market.
WECHAT (微信) - THE SUPER APP OF CHINA
Undoubtedly one of China’s most influential and comprehensive apps. Unlike other social networks or messaging platforms, WeChat not only offers communication services but also combines payment functions, social networking, e-commerce, games, and many other tools in one platform.
By the end of 2023, it had more than 1.3 billion monthly active users (MAU). This makes it one of the most popular apps in the world and undoubtedly the most popular in China. Its user base has grown impressively and remains a fundamental pillar for digital communication and services in the country.
It also boasts a high daily active user (DAU) rate. Approximately over 700 million people use the app actively every day, reflecting how indispensable it has become in people’s daily lives—not only for messaging but for almost every type of digital activity.
XIAOHONGSHU (小红书) - REDNOTE
Known as one of the most innovative apps in China, it has a unique focus that combines social networking with e-commerce and is similar to a blend of Instagram and Pinterest.
Users post “notes” (photos, videos, reviews, and tips) about beauty products, fashion, technology, travel, food, etc., building a very active and participatory community. Approximately 60% of the users belong to Generation Z, meaning they are between 18 and 34 years old.
Users can purchase products directly through the platform, either from posts or through personalized recommendations. About 40% of users make purchases through the app and in 2022, over $1.3 billion in recommended sales were generated directly.
Influencers (known as KOLs in China) play a key role. Brands from around the world collaborate with them to promote products, and posts by these KOLs are very influential in users’ purchasing decisions. This has helped many brands penetrate the Chinese market, especially in categories like beauty, fashion, and technology. Global beauty brands such as Estée Lauder, Fenty Beauty, and L’Oréal recognize their importance in marketing strategies in China. External studies indicate that around 70% of users trust reviews from other users on the app more than traditional advertising campaigns.
WEIBO (微博) - THE "CHINESE TWITTER"
Undoubtedly one of the most influential and comprehensive apps in China. Unlike other social networks or messaging platforms, WeChat not only offers communication services but also combines payment functions, social networking, e-commerce, games, and many other tools in one platform.
It has approximately 600 million monthly active users (MAU). Although its user growth has slowed down in recent years, it remains one of the most popular social networks in China. In 2023, the platform recorded over 250 million daily active users, indicating that a large number of users interact with the platform consistently, achieving a relatively high engagement rate compared to other platforms.
The platform hosts some of the biggest celebrities and public figures in China. The interaction between these KOLs and their followers is a key part of its success. Many of these influencers use Weibo not only to interact with their fans but also as a marketing channel for products and services, further enhancing the platform’s profitability.
This is just an outline of the Chinese digital world… What do you think? As an astute entrepreneur, are you seeing all the possibilities that could emerge? Whether you run a medium-sized company or are a freelancer, the options available are immense thanks to the largest emerging market in the world… And we have the perfect plan for you.