Author: Juan DU

Categories
China Marketing

From Mini-Holidays to “Bridge Holidays”: Analysis of 2025 Mid-Year Mini-Holiday Traffic Trends

From Mini-Holidays to "Bridge Holidays": Analysis of 2025 Mid-Year Mini-Holiday Traffic Trends

In today’s digital landscape rapidly evolving with AI, internet traffic flows through the capillaries of platforms and devices, mirroring shifts in social activities and user behavior. With favorable policies making public mini-holidays increasingly commonplace, many employees now opt to take leave on Fridays or Mondays adjacent to weekends. This “bridge holiday” model allows them to steal a break and find some breathing room, functionally resembling traditional mini-holidays. Consequently, mini-holidays hold significant reference value for brand marketing and tourism destination planning. To gain deeper insights into user internet behavior patterns during these periods, YOYI Tech conducted a comprehensive analysis of internet traffic across four major 2025 mini-holidays: New Year’s Day, Qingming Festival, Labor Day, and Dragon Boat Festival.

The four sampled mini-holidays exhibit diverse durations, ranging from 1 to 5 days:

  • New Year’s Day (Jan 1): A standalone mid-week holiday on Wednesday.
  • Qingming Festival (Apr 4–6): A 3-day break spanning Saturday to Monday.
  • Labor Day (May 1–5): An extended 5-day period including a weekend.
  • Dragon Boat Festival (May 31–Jun 2): A 3-day holiday incorporating a weekend.

This variety of holiday structures—differing in length and timing—provides multifaceted samples for analyzing user internet behavior across distinct vacation scenarios.

 

01 Mini-Holiday Recharge: Seeking Work-Life Balance

According to traffic data from YOYI TECH’s DNA platform, during these mini-holidays, OTT devices captured 11% of traffic, primarily reflecting entertainment beyond work contexts, especially family-centric activities like TV series watching and big-screen gaming. Mobile devices dominated with an overwhelming 80% share, functioning mainly as entertainment hubs while accommodating limited non-entertainment scenarios (e.g., remote work/learning). PCs accounted for 9% of traffic, largely serving non-entertainment purposes such as work and study. Some users continued handling work assignments and academic tasks even during breaks. Notably, despite smartphones’ entertainment supremacy, a significant user segment actively pursued personal growth and career advancement.

Table 01: 2025 H1 Mini-Holiday Traffic Distribution by Device, Data Source: YOYI TECH DMP

 

02 Mini-Holiday Attributes & Duration: Core Drivers of User Behavior

Drilling deeper into individual holidays, YOYI observed elevated OTT traffic during Labor Day and New Year’s Day—directly correlated with concentrated premieres of May Day and New Year seasonal film and TV releases. As a symbolically significant year-start milestone, New Year’s Day saw more families, couples, and friends opting for at-home TV celebrations—notably countdown events and leisure viewing. Concurrently, these two mini-holidays recorded peak PC usage, reflecting greater demand for clearing work backlogs and academic tasks. New Year’s Day fell precisely on the pivotal point of the week – Wednesday – while the Labor Day holiday spanned five days, making it relatively longer. Consequently, users needed to account for more variables arising from non-leisure scenarios like work and studies when planning their holiday arrangements.

Table 02: 2025 H1 Daily Mini-Holiday Traffic Distribution by Device, Data Source: YOYI TECH DMP

 

During Qingming Festival, mobile and OTT traffic dipped to their lowest levels among all holidays—a direct reflection of outdoor traditions like spring outings and ancestral rites, which naturally subdued entertainment engagement. During the Dragon Boat Festival, entertainment scenarios represented by OTT and mobile devices, and work and study scenarios represented by PCs, showed a relatively balanced distribution. While gathering with family and enjoying festival traditions, people relaxed using phones and TVs, while also moderately attending to work and studies via computers.

 

03 Daily Traffic Patterns: Dual Evening Peaks on New Year’s Day

Analyzing overall daily traffic trends across the four mini-holidays, YOYI observed consistent pre-dawn troughs (0-6 AM). As mornings progressed (6-9 AM), traffic gradually ascended—likely driven by early risers checking updates and planning daily itineraries. Steady growth continued through late morning (9 AM-12 PM), followed by a mild midday dip (12-2 PM) during lunch breaks.

Table 03: 2025 H1 Full-Day Mini-Holiday Internet Traffic Flow Patterns (Daily Average), Data Source: YOYI TECH DMP

 

From 2 PM to 8 PM, traffic resurged, peaking around 20:00 as dependency on digital resources intensified for work and study tasks. Distinctively, New Year’s Day exhibited dual evening peaks: the first arriving 2 hours earlier at 18:00, followed by a secondary uptick (20:00–21:00)—a unique phenomenon tied to pre-dinner gatherings and celebration preparations absent in other holidays. Post-21:00, traffic gradually declined across all four holidays, signaling users’ transition toward rest after outdoor activities. Collectively, New Year’s Day and Labor Day recorded higher daily traffic volumes; the former leveraged its distinctive commemorative significance, while the latter’s extended duration created pivotal windows for brands to capture concentrated online engagement.

 

04 Video, Reading & Social: The Triple Traffic Anchors of Mini-Holidays

Among the top 10 media types by daily traffic during mini-holidays, video platforms dominated with 49% share, fulfilling heightened entertainment demand through short videos, series, films, and variety shows. Social networks followed at 20%, channeling holiday experience sharing and social interactions. Digital reading platforms captured 8% as the third anchor,, validating users’ essential self-improvement needs. The remaining Top 10 slots were claimed by lifestyle services, photo enhancement tools, music/podcast platforms, news outlets, utility apps, travel services, and family-focused content, collectively reflecting user’s integrated demands for daily convenience, moment preservation, leisure travel, and real-time information access.

Table 04: Top 10 Media Types During 2025 H1 Mini-Holidays, Data Source: YOYI TECH DMP

 

The Top 10 media types exhibited distinct daily traffic fluctuations across mini-holidays, reflecting dynamic interplays between holiday attributes and user needs. Video service traffic surged significantly during New Year’s Day and Labor Day compared to Qingming and Dragon Boat Festivals. As a symbolic year-start milestone, New Year’s Day saw platforms concentrating premium content like gala broadcasts and new-year series premieres, aligning with home-based entertainment demands for year-end celebrations. Meanwhile, the extended 5-day Labor Day break fostered multi-scenario video consumption—whether at home or during travel—propelling traffic growth. Conversely, Qingming and Dragon Boat Festivals recorded traffic dips as outdoor ritual activities (ancestral rites/dragon boat racing) dominated, prompting users to step away from immersive screens temporarily.

Labor Day witnessed the most pronounced digital reading traffic surge. The extended 5-day break propelled users’ self-enhancement and planning pursuits, driving engagement with e-books and knowledge columns—while also capitalizing on fragmented intervals during transit. This precisely met lightweight knowledge acquisition demands, catalyzing distinctive traffic growth.

Table 05: 2025 H1 Top 10 Media Daily Traffic Distribution During Mini-Holidays, Data Source: YOYI TECH DMP

 

For social platforms, Labor Day traffic peaked—fueled by extended break duration and diverse activities that spurred frequent check-in sharing and intensified interaction needs, while utility-driven engagements like bridge-holiday hacks and travel coordination further amplified usage. Conversely, Qingming and Dragon Boat Festivals saw dispersed social demand and lower traffic due to shorter durations and ritual-focused engagements.

Regarding lifestyle services, Labor Day maintained dominance with Dragon Boat Festival trailing closely. The 5-day Labor break propelled consumption scenarios (food delivery, home services, ticketing, transport), becoming key traffic drivers. Meanwhile, Dragon Boat Festival generated robust demand through ritual-themed commerce (zongzi, mugwort, dragon-boat gear) and excursion logistics, sustaining elevated traffic.

 

05 Overseas Travel: Asian Dominance with Neighbor Focus

During 2025 H1 mini-holidays, outbound traffic revealed a “Asia-centric, neighbor-prioritized” pattern. Asia captured an absolute majority at 50% traffic share, with high-density clusters in Southeast Asia (33.78%) and East Asia (15.43%). On one hand, within Southeast Asia, countries like Indonesia, Thailand, and Malaysia showed the highest traffic concentration. Attracting users with their “travel value-for-money + geographical convenience,” they aligned perfectly with the short, sharp getaway rhythm of mini-holidays. On the other hand, in East Asia, Japan and South Korea emerged as major traffic hotspots. With dense direct flight networks and high cultural compatibility, they became users’ top choice for light-planning, experience-focused trips.

Table 06: 2025 H1 Outbound Traffic Statistics for Top 30 Countries During Mini-Holidays, Data Source: YOYI TECH DMP

 

In secondary markets, the Americas captured 21% of traffic—primarily driven by the business-leisure duality in the United States and Canada. During mini-holidays, some business travelers bridged work commitments with leisure time. Combined with North America’s diverse natural landscapes and urban experiences, this attracted medium-to-long trip vacationers. Europe accounted for 17% of cross-border travel traffic during mini-holidays, with Western European nations like the UK and France, alongside Southern European destinations such as Italy and Spain, making the list. However, due to distance and complex visa requirements, its traffic share lagged behind Asia, better suiting travelers seeking extended-vacation long-haul trips.

The regional distribution of outbound traffic fundamentally reflects the alignment between mini-holiday time constraints and destination attributes. Given the compressed holiday duration, travelers gravitate toward destinations with shorter flight durations and streamlined itineraries—naturally positioning Asian neighbors as optimal choices. Meanwhile, experience-specific synergies emerge: Southeast Asia’s tropical leisure pursuits, East Asia’s cultural tourism consumption, and Euro-American deep-immersion offerings precisely cater to divergent holiday expectations. Moreover, Asia’s comparative cost advantages—in transportation, expenditure, and visa accessibility—reduce both economic and temporal investments, further reinforcing its gravitational pull on traffic concentration.

Asia’s neighboring destinations function as the absolute core of mini-holiday outbound traffic—an inevitable outcome of travelers prioritizing brief duration, low barriers, and high-impact experiences. Consequently, to strategically capture this demand, Asian destinations must enhance frictionless last-minute travel products, while long-haul locales like Europe and America should focus on bridge-holiday augmented deep-dive journeys, thereby precisely converting traffic potential into market value.

 

Conclusion

The internet traffic patterns during the 2025 H1 mini-holidays unveiled multifaceted characteristics across device usage, daily flow trajectories, media engagement, and outbound mobility. Key insights are summarized below:

01 Users balanced leisure and work during mini-breaks at a 9:1 ratio, actively pursuing work-life equilibrium.

02 Holiday attributes and duration significantly influenced user behavioral decisions.

03 Twin traffic peaks emerged on New Year’s Eve, presenting critical moments for concentrated brand campaigns and online traffic capture.

04 Video content, digital reading, and social networks formed the three core traffic drivers.

05 Cross-border travel trended toward Asian neighbors predominantly, with Americas/Europe as supplementary long-haul destinations.

These traffic patterns provide vital references for brand marketing, destination promotion, and digital content creation, empowering industries to precisely align with user needs and develop market-responsive strategies.

Source of featured image: Photo by Kylo on Unsplash

Categories
China Marketing

How Overseas Brands Can Leverage Rednote: Unlocking the New Code of China Marketing

As globalization and digitalization continue to intertwine, China’s massive consumer base and unique social ecosystem have made it a crucial battleground for global brands. Rednote, a content-driven consumption platform, is redefining how brands connect with Chinese consumers through a unique “seeding, trust, conversion” model. From capturing user awareness to building content assets, from localized operations to optimizing marketing performance, rednote offers an end-to-end system tailored for the Chinese market to solve the localization challenge for international brands. Below is a breakdown of rednote’s core value and implementation approach based on platform insights and marketing practices.

1.Capturing User Awareness: From Trust to Seeding, Let Great Products Naturally Integrate into Daily Life

On rednote, brand-user connections are not forged through hard-selling ads but through authentic, lifestyle-oriented content that blends seamlessly into users’ lives. The platform’s core philosophy: brands must first be “needed” to be “seen”, and users must first “trust” to be “influenced”.

Take Swisse for example. The brand has successfully integrated its supplements into scenarios like “daily wellness for working professionals” and “anti-aging routines for those in their 30s”, using user-generated notes rather than focusing on product ingredients. Discussions on “calcium misconceptions”, “mistakes 90% of people make”, and absorption comparisons between citrate and carbonate calcium demonstrate how authenticity builds credibility. Through this scenario-based and user-driven discussion model, rednote turns brands from “foreign names” into “daily essentials”. No self-praise is needed because authentic user stories become the best marketing.

 

2.Search Engagement: Capturing User Searches and Converting Interest into Trust

When users develop interest, their search behaviors become the most direct interaction signal. Rednote’s strength lies in enabling brands to “appear just in time” during user exploration in order to turn awareness into trust.

Swisse again offers a valuable reference: When users search keywords like “calcium myths” or “anti-glycation supplement recommendations”, Swisse’s brand account and influencer reviews respond directly, clarifying concerns like “calcium content alone isn’t enough” or “absorption is more important”. This “user search-brand response-content match” loop enhances credibility and drives confident decision-making. For overseas brands, search engagement is not passive. It’s about delivering answers at the user’s moment of decision.

 

3.Building Content Assets: Establishing a Brand Content Hub in China

Every brand post and influencer collaboration on rednote will become a reusable content asset. These assets attract new users while reinforcing trust with returning ones.

Swisse has built a clear content matrix: brand notes explain products like “women’s probiotics” and “dual anti-aging pills”, while influencers share supplement routines and anti-aging tips. Even user-initiated discussions on topics like “glycation prevention” contribute to a rich content moat. These are not one-time investments. High-quality notes from five years ago still influence users today, showcasing rednote’s long-term content value.

 

4.Localized Operations: RednoteService System for Overseas Brands

Localized support is essential for overseas brands entering rednote. YOYI TECH offers a full-service solution from content to media to help brands adapt quickly.

Brand Account & Content Management: From profile setup and cover design to daily content planning, ensuring alignment with local user expectations.

Influencer Partnerships & Content Creation: Identifying creators that match brand tone and guiding “native-style” content (e.g., Swisse’s collaboration with health KOLs on calcium testing).

Media + Search Advertising: Amplifying exposure through feeds and reaching high-intent users via search, ensuring quality content reaches the right audience.

The key is not to replicate overseas experience, but to reframe communication based on rednote’s unique social logic.

 

5.Localized Brand Expression: Translating Brand Language into Rednote Language

To succeed on rednote, overseas brands must “speak the user’s language”, translating professional terminology into familiar scenes and buzzwords.

FARFETCH exemplifies this well. It translated seasonal style descriptors like “caramel brown”, “oat gray”, and “minimalist design” into popular terms like “Merlotcore”, “Quiet luxury”, and “The first autumn coat”. These posts, a.k.a. notes on rednote, earned 1.53 billion, 110 million, and 13.38 million views respectively, entering trending user circles. During Valentine’s Day, Lancôme used casual tones like “@Zhang Linghe check your surprise” instead of pushy promos. Miu Miu’s Spring Festival campaign aligned products with “festive rituals” and “New Year vibes”. These strategies transformed global brand language into local emotional resonance.

 

6.Brand Asset Strategy: Business Account + KOL Activation to Drive Interest and Trust

The ideal rednote strategy combines “brand account foundation + influencer amplification + media/search precision”. Brand accounts publish official, trust-building content (e.g., Swisse’s product science notes); influencers add authenticity through “I tried this for 30 days” content; then paid media and search retarget interested users. This creates a conversion loop from trust to interest and action.

YOYI TECH’s DMP further supports this approach by analyzing user behavior and preferences to pinpoint high-potential segments, ensuring content is precisely delivered to the right audience.

 

7.Building a Brand Account

The brand account is the brand’s official rednote presence and should be structured around “clear positioning + user value”.

Profile Area: Cover image, background, and description must convey brand identity, with links to services like fan chat groups and store locations.

Content Area: Organize notes into topic groups, pin key notes for first-time visitors to understand brand value quickly.

Engagement Area: Actively reply to comments to reinforce a reliable brand image.

A strong brand account makes users feel the brand is “close by”, not some distant foreign name.

 

8.RednoteContent Creation Model

“Going viral” on rednote is no accident. It’s driven by “relevance+value+visual appeal”. Here’s a six-step formula for quality content.

Topic Selection: Combine industry keywords (e.g., “calcium”, “anti-glycation”) with user needs (e.g., “pitfall avoidance”, “how-to guides”).

Headline Writing: Use numbers (“90% make this mistake”), emotion (“3 must-haves at age 33”), or how-to hooks (“How to take Swisse dual anti-aging pills effectively”).

Visuals: Design-driven covers with problem-based captions (e.g., “calcium myths”); carousels show product details and usage scenes.

Copywriting: Follow intro-breakdown-conclusion structure. Start with user pain points, provide clear solutions, and end with value summary, embedding brand mentions seamlessly.

Comment Engagement: Reply to user questions (e.g., “Can I take this during menstruation?”) to spark discussion.

Timing: Post during peak activity hours (16:00–18:00 and 20:00–23:00) to boost visibility.

The core is thinking like a user. Give them what they need. Let content be a necessity, not a pitch.

 

Conclusion

For global brands, rednote is more than a marketing channel. It’s a gateway to building lasting relationships with Chinese consumers. From awareness to asset building, from local expression to strategic content, success requires commitment to authenticity, usefulness, and emotional resonance. When brands truly integrate with rednote’s ecosystem, they go from being “foreign guests” to part of the everyday, and unlock sustainable growth in China’s complex market.

If you’d like to learn more about how to build marketing strategies on rednote and how it connects with the broader omnichannel ecosystem in China, feel free to reach out: marketing@yoyi.com.cn. Our rednote marketing specialists are here to help.

Categories
China Marketing

Webinar Recap | Navigating China’s New Luxury Landscape: Precision, Intimacy & Intelligence

We recently wrapped up our exclusive webinar “Rethinking Omnichannel Luxury Marketing for Chinese Consumers: At Home and Abroad,” hosted by YOYI TECH, which sparked some of the most meaningful conversations we’ve had this year.

Joined by forward-thinking experts from Digital Luxury Group (DLG) and LinkFlow, we explored how luxury brands can navigate shifting consumer values, data-driven personalization, and the evolving omnichannel ecosystem in China. As we heard from each speaker and panelist, the path forward isn’t about doing more. It’s about doing it smarter. And we believe YOYI TECH is uniquely positioned to help brands lead that change.

 

Setting the Stage: Understanding China’s Luxury Consumers

Opening the webinar, Pablo Mauron from DLG offered a sharp and timely perspective on how China’s luxury market is.

As Pablo pointed out, the future of luxury in China is neither linear nor predictable. While the country remains a key growth driver for global luxury brands, the consumer landscape has become more polarized and complex than ever. At one end, there’s continued appetite for prestige, novelty, and self-expression. At the other, a growing group of consumers are showing signs of value sensitivity, prudent spending, and cautious attitudes toward big purchases.

Pablo emphasized the need to move away from monolithic consumer definitions. For example, today’s affluent Chinese consumers aren’t defined solely by income, but also by mindset and behavior. More importantly, luxury isn’t always about visible status anymore — it’s increasingly about emotional return on investment: what value or meaning a product brings to someone’s personal identity, lifestyle, or values.

One insight that stood out was the disconnection between influence and transaction. Pablo noted that while luxury sales still often happen in physical spaces, most of the brand discovery, validation, and emotional imprinting happens well before the store, especially on platforms like rednote or Douyin. The consumer journey has become highly decentralized, and brands must ensure they are present across fragmented, yet high-intent digital touchpoints.

He also shared a cultural shift: consumers today are not just buying luxury. They’re buying what luxury means to them. And that meaning is shaped by content, context, and community. Whether a brand is perceived as aspirational, relatable, or culturally fluent can influence purchase decisions more than the product alone.

For us at YOYI TECH, Pablo’s presentation affirmed what we see across campaigns: brands that perform best are those that don’t just “advertise” luxury — they orchestrate nuanced narratives that reach consumers early, meaningfully, and in the right environment. As the lines blur between commerce, media, and community, there’s never been a greater need for precision storytelling powered by real audience intelligence.

 

Our Take: AI-Powered Orchestration That Elevates Luxury

At YOYI TECH, we’ve long believed that AI and data orchestration are the most powerful tools luxury brands can use to evolve alongside their consumers, and our International Managing Director, Andy Ng, shared exactly how.

In his talk, Andy walked through how we help luxury brands move from fragmented media planning to full-funnel, AI-powered orchestration. Using our integrated marketing engine combining DSP, DMP, creative automation, and optimization tools, we’re able to deliver personalized luxury experiences at scale.

A key highlight from Andy’s talk was the idea of “Precision + Relevance”. He emphasized that precision targeting isn’t just about reaching the right user, but about doing it in the right context, with the right creative, and at the right moment. For luxury, where brand equity is built not only through exposure but through experience, this level of orchestration is critical.

Andy also called out how YOYI TECH’s engine enables the generation of multi-dimensional personas, allowing advertisers to move beyond demographic targeting to behavioral, interest-based, and intent-based groupings — all updated dynamically through AI models. This ensures creative assets are matched to the emotional and functional motivations of each persona, allowing brands to deliver personalized storytelling at scale.

 

Owning the Relationship: The Power of Private Domain

From there, the conversation moved into an equally important space: private domain strategy. Chao Zheng, the product VP of LinkFlow (YOYI TECH) provided a great perspective on how brands can create more meaningful, long-term relationships by investing in their own customer data infrastructure.

His point on proactive personalization stood out. He shared how a premium fashion brand was able to identify VIPs who hadn’t interacted in 90 days — and instead of waiting for churn, the brand triggered one-to-one touchpoints via WeCom and exclusive offers. This is where the intersection of data and brand care becomes most powerful.

For us at YOYI TECH, this topic aligns perfectly with how we view first-party data strategy: not just as a CRM or loyalty play, but as a core marketing asset. The ability to unify online and offline data, and then activate it through dynamic media channels, is what turns private domain into a competitive advantage.

 

In Conversation: A Playbook for the Future

During the panel session, we had the chance to go deeper with our speakers about what it really takes to succeed in today’s landscape. And there was clear alignment on one key idea: Precision. Intimacy. Intelligence. Not as buzzwords, but as real capabilities.

Pablo reminded us that brand storytelling must reflect local emotion and relevance, not just translated ideas. Andy added that AI’s role is not only to optimize, but to predict, to help brands be ready for every intent signal, not just react to it. And Chao made a strong case for viewing CLV (Customer Lifetime Value) as the true north of any luxury strategy.

As the moderator, we were proud to guide a conversation that didn’t just summarize trends — it challenged assumptions and offered tangible direction for marketers looking to lead in 2025.

This webinar made one thing clear: growth in China’s luxury market won’t come from media volume, it will come from intelligent orchestration, brand-consumer intimacy, and data-led creativity.

At YOYI TECH, we’re proud to be at the forefront of this shift. With a powerful AI engine, integrated omnichannel platforms, and deep China expertise, we’re helping luxury brands create the next generation of consumer experiences — personalized, precise, and predictive.

If you’re ready to turn your China strategy into an intelligent growth engine, let’s talk. We’d love to help. Contact us at marketing@yoyi.com.cn and let’s start building your brand’s next chapter.

Categories
China Marketing

A New Marketing Paradigm in China: Why Global Brands Must Embrace Rednote

Amid a global wave of digital transformation, China’s consumer landscape is undergoing a profound shift in consumption logic. For international brands, understanding the evolving behaviors of Chinese consumers—especially the core role of content-driven social platforms in purchase decisions—has become critical to market entry. As China’s leading lifestyle-sharing platform, rednote is redefining the brand-consumer connection through its ecosystem of 300 million monthly active users, a comprehensive content matrix covering all lifestyle scenarios, and a deep decision-making path anchored in “search + browse.” More than just a “shopping guide” for young people, rednote has become a must-win platform for localized marketing success in China.

 

01 China’s Market Has Entered the Era of Content-Driven Consumption

As Gen Z becomes the dominant consumer force, China’s marketing logic is shifting from brand monologues to active user participation. Reflecting on the evolution of marketing: the 1.0 era was characterized by one-way brand advertising (e.g., TVCs, key visuals), the 2.0 era moved toward branded IP placements (e.g., integrations in film and TV), the 3.0 era leveraged social media virality (e.g., trending topics on Weibo, KOL reviews), and today’s 4.0 era is defined by native content marketing, led by platforms like rednote, where user-generated notes, reviews, and lifestyle posts foster deep brand-consumer engagement.

The marketing transformation of electric bike brand Yadea is particularly illustrative. By shifting away from traditional hard-sell advertising, Yadea launched a “100-Person Test Ride Challenge” on rednote, inviting users from various professions and age groups to share their riding experiences. Integrating product performance into everyday contexts like city commuting and weekend outings, the brand effectively transitioned from a “brand-centered” to a “consumer-centered” narrative, boosting content conversion and driving purchase decisions through native content.

 

02 Rednote Has Become a “Lifestyle Companion” and “Shopping Guide” for Users

Within rednote’s ecosystem of 300 million monthly active users, a complete loop of “search – browse – share” is established. Users turn to the platform for makeup tutorials, travel tips, and home decor ideas, and also contribute by posting their own content. The platform spans 29 primary categories and 107 subcategories, ranging from beauty and fashion to tech, parenting, wellness, and professional advice, meeting virtually all pre-purchase information needs.

Take the wellness brand Swisse, for example. When users share “Health Checklists for Your 20s” on rednote, they often compare the ingredients, flavor, and user experience of different products. Such authentic content drives conversions more effectively than traditional high-exposure advertising. Similarly, a national tourism board successfully drove a surge in search volume by promoting a mix of KOL and everyday user travel journals—blending scenic visuals with detailed guides. rednote has become the go-to platform for consumers in China: “Search for answers, share your experiences.”

 

03 Rednote Covers the Full Lifestyle Spectrum for Young Consumers, Offering Practical and Professional Guidance

Rednote’s influence on purchasing intent is clearly measurable: 81% of users report developing purchase intent after browsing product or service-related content on the platform. The top five user scenarios revolve around “discovery”:

  • 40% search for specific products or topics
  • 40% browse peer reviews out of interest
  • 36% explore trends
  • 33% seek inspiration
  • 30% discover products through others’ shared posts

This comprehensive influence from initial exploration to final conversion creates a highly effective and lasting marketing environment. Compared to entertainment-driven platforms that focus on impulse buys, rednote more precisely and sustainably influences consumer decisions.

Rednote’s unique strength lies in the combination of comprehensive lifestyle coverage and expert-driven depth. In the fashion category, users not only share OOTDs but also analyze fabrics and brand heritage. In the food category, posts range from restaurant reviews to grocery shopping tips. In travel and hospitality, detailed content includes hotel experiences, itinerary planning, transportation comparisons, and even “what to avoid” advice. This blend of professionalism and practicality has shaped a user habit: “Check rednote before making any decision.”

 

04 From Browsing to Search: How Rednote’s Authentic Posts Influence Decision-Making

User behavior on rednote follows a “dual-stage conversion” pattern: more than half of users discover new brands through the content feed, and nearly half go on to actively search for target products, forming a logical path of immersive browsing → in-depth searching → purchase decision.

For example, a user might be drawn to a post like “Sunset Citywalk Outfit Ideas” or “Shanghai Citywalk Must-Sees,” and then follow up by searching for reviews of a specific dress brand or hiking shoes and ultimately completing a purchase.

 

05 Compared to Douyin, Rednote Offers Deeper Decision-Making Influence and Stronger Conversion Power

There are fundamental differences between rednote and Douyin (AKA. TikTok in China) in terms of user behavior and marketing logic. As a lifestyle-sharing platform, rednote focuses on image and text content centered around consumer decision-making scenarios. Users tend to search and compare products with a clear purpose. The platform’s user base is 73% female, with 64% aged 25–35, and 65% residing in Tier 1–2 cities, making it a group with high purchasing power and strong decision-making rationality.

In contrast, Douyin, a broad entertainment platform dominated by video content, has a younger demographic (40% aged 18–24), and its user base in lower-tier cities is growing rapidly (42% YoY in Tier 3–4). It’s more aligned with leisure and casual browsing.

In luxury marketing, for example, when GUCCI publishes a spring show breakdown on rednote, users are likely to search for “where to buy the runway look.” In contrast, similar content on Douyin is often edited into music-synced clips aimed at entertainment rather than purchase intent. Rednote’s combination of “professional content + search functionality” makes it more suitable for building long-term brand equity.

 

06 Global Brands Are Accelerating Their Investment in Rednote, Unlocking New Opportunities in the Chinese Market

From luxury to tourism and hospitality, global brands are leveraging rednote to build localized marketing ecosystems. In the luxury space, Louis Vuitton launched an official account and published content series like “Ouyang Nana’s Life Soundtrack,” linking products with themes like “the art of travel” and “musical aesthetics” with some posts receiving nearly 4,000 likes.

In tourism, VisitBritain launched the “Shine On Britain” hashtag campaign, inviting creators to share hidden gems like Cornwall’s magical coast, driving increased visa inquiries. In hospitality, Rosewood Hotels promoted its “A Sense of Place” concept through collaborations with both influencers and everyday users, sharing vacation content from various destinations and significantly boosting brand search volume.

 

07 Rednote as the Content Infrastructure for Global Brands Entering China

In today’s marketing era where “content is traffic, and traffic is business”, rednote’s ecosystem of authentic content, deep search, and trust-based conversion has become a digital bridge between global brands and Chinese consumers.

To win in this competitive landscape, brands must embrace rednote’s native content environment and embed their products into users’ everyday lives. Only by doing so can they capture consumer mindshare and achieve full-funnel commercial success from awareness to growth.

If you’d like to learn more about how to build marketing strategies on rednote and how it connects with the broader omnichannel ecosystem in China, feel free to reach out: marketing@yoyi.com.cn. Our rednote marketing specialists are here to help.

Source of featured image: By YOYI TECH

Categories
China Marketing

China’s Second Growth Curve in the Luxury Industry: Rednote’s Breakthrough in Social Marketing

In recent years, China’s luxury market has faced significant challenges. Traditional luxury consumption has cooled, with declining performance, frequent store closures, and layoffs. While China is still considered a long-term growth engine, consumer confidence has yet to fully rebound in the short term, and high-net-worth individuals are becoming increasingly cautious with their purchases. Brands must abandon the illusion of “automatic growth” and confront the core issue of “declining traffic.”

Francesca Bellettini, Deputy CEO of Kering Group, noted during the company’s earnings expressed that their challenge is to improve conversion without diluting brand equity or resorting to heavy discounting.

To this end, some brands have turned to high-frequency entry-level products such as fragrances, beauty items, and scarves to attract foot traffic and drive conversion for higher-priced, less frequently purchased items, thereby stabilizing their market foundation.

E-Commerce Observation: rednote Emerges as a Second Battleground for Luxury

Traditional shelf-based e-commerce lacks the communicative depth needed to convey luxury brand value. However, rednote has emerged as a key breakthrough platform due to the strong overlap between its user base and the target demographic for luxury goods.

According to the 2024 QianGua rednote User Behavior Report:

  • 17%+ are urban Gen Z (digital natives living in top-tier cities, fond of online shopping)
  • 9%+ are urban white-collar workers (primarily born in the ’90s, convenience-driven)
  • 7%+ are youth from lower-tier cities (with more disposable income and a trend-following mindset)
  • 6% are refined mothers and urban middle-class
  • 3% are silver-haired urbanites and middle-aged individuals from smaller towns

As of 2024, rednote boasts 300 million monthly active users, with 70% female ratio. Users born after 1995 and 2000 account for 85%, and users from first- and second-tier cities make up 50%. This young, high-spending user base provides an ideal foundation for luxury brands to precisely reach their target audience.

Rednote further strengthens this with a segmentation model based on the relationships between people, needs, and products, identifying six core lifestyle personas relevant to luxury:

  • Luxury Lifestyle Enthusiasts: Mostly 35+, see luxury as a status symbol that reflects their social standing, prioritizing exclusivity and highly personalized experiences.
  • Milestone Rewarders: Typically in early or rising career stages, associate luxury with meaningful milestones and treat themselves to premium products on special occasions.
  • Trendsetters in Luxury: Primarily under 35, see luxury as a form of self-expression and use high-fashion to showcase unique aesthetics and personality.
  • Quiet Luxury Connoisseurs: Also under 35, but favor understated elegance, viewing luxury as a refined expression of everyday life and personal taste.
  • Luxury Beginner: Mainly under 25, view iconic luxury items as social “passports” that help them integrate into new circles.
  • Circle Expanding Activists: Ambitious individuals under 25, leveraging luxury goods as tools to build networks and enhance professional presence.

Miu Miu’s Winning Formula: Lifestyle Marketing on Rednote Drives Breakout Growth

Miu Miu has achieved standout growth through strategic use of social media. After posting a remarkable 93.2% year-over-year sales increase in 2024, the brand continued to lead the luxury sector with 60% growth in Q1 2025, ranking second on Lyst’s Global “Hottest Brands” Index. The brand’s aesthetic blends a variety of styles—Y2K retro, quiet luxury, balletcore, and “rich girl” elegance—into a distinctive visual identity.

Its success is deeply tied to marketing strategies on platforms like rednote.

01 Viral Products: Rebellious Aesthetics Capturing Gen Z

Miu Miu partnered with former Balenciaga stylist Lotta Volkova to launch daring pieces like “underwear as outerwear,” low-rise mini skirts, and ballet flats. These counter-mainstream designs resonate with Gen Z’s desire for individuality and “social currency.”

From the viral midriff-baring looks in 2022 to the vintage college and ballet fusion styles in 2024, Miu Miu continues to capture attention. The brand also uses a centralized data system to monitor social buzz and identify breakout products within 72 hours. Each season, 1–2 “experimental pieces” (e.g., crystal socks) are released, with production volume adjusted based on social media response.

02 Expanding Visibility: Celebrity Endorsements & Localized Events

To appeal to Chinese consumers, Miu Miu signed Gen Z actress Liu Haocun as an ambassador. Her influence helped ignite a trend around the “Miu Girl” look across Instagram and Douyin. The brand also curated offline experiences aligned with rednote’s “check-in” culture—such as a Lunar New Year vinyl signing with artist Liu Boxin, flower boat cruises in Guangzhou’s Liwan Lake, and ice skating events at Beijing’s Shichahai—bridging online and offline engagement.

03 All-Ages Campaigns: Breaking Age and Gender Barriers

Miu Miu challenged traditional norms by featuring 70-year-old retired doctor Qin Huilan and 85-year-old actress Wu Yanshu on the runway. The brand also produced 29 short films in its “Women’s Stories” series and hosts Miu Miu Musings salons, addressing social topics and engaging high-net-worth, mature audiences.

04 Social Media Buzz Building

Miu Miu actively shares fashion shoots and celebrity street styles on rednote, promoting hashtags like #miumiugirls to encourage user-generated content (UGC). According to McKinsey, 70% of luxury shoppers consult KOL content before visiting physical stores. Miu Miu’s “dual-channel synergy” strategy successfully converts online engagement into offline purchases.

As traditional growth models lose momentum, rednote—with its highly aligned user base and content influence—has become a core battleground for luxury brands. Miu Miu’s case demonstrates that by capturing youth culture, crafting age-inclusive narratives, and executing deep social media engagement, brands can achieve remarkable growth in the Chinese market.

Looking ahead, luxury brands must deepen their cultural resonance—connecting product value with identity and emotional needs—to lead the next wave of social-first marketing.

Source of featured image: Photo by Yves Cedric Schulze on Unsplash

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News

YOYI TECH and Campbell Pacific Media Announce Strategic Partnership to Enhance Omnichannel Marketing Across APAC

YOYI TECH, a leading MarTech innovator in China, is pleased to announce a strategic partnership with Campbell Pacific Media (CPM), a leading digital consultancy and AdTech reseller in the Asia Pacific region, specializing in driving the expansion of global businesses into and across all major APAC markets. This collaboration aims to improve the accessibility and effectiveness of omnichannel advertising and marketing services, delivering seamless brand experiences and impactful engagement with consumers.

YOYI TECH offers a robust suite of marketing technology products, including its proprietary DSP (Demand-Side Platform), DMP (Data Management Platform), CDP (Customer Data Platform), and MA (Marketing Automation Platform). Backed by coverage of over 80% of media inventory across China, YOYI TECH is widely recognized for its comprehensive programmatic advertising solutions and omnichannel marketing systems. These tools empower brands to connect meaningfully with over 1.09 billion mainland Chinese consumers, overseas Chinese communities, and Chinese outbound travelers.

Campbell Pacific Media brings more than two decades of digital marketing expertise, with a strong reputation for understanding the nuances of APAC markets and delivering compelling brand narratives through performance-driven campaign strategies. As part of the partnership, Campbell Pacific Media will leverage its extensive experience to design and execute cross-border expansion strategies tailored to businesses of all sizes.

“China remains one of the most valuable yet complex markets in the APAC region due to its evolving regulatory landscape, unique consumer behavior, and cultural dynamics,” said Andy Ng, Managing Director, APAC at YOYI TECH. “Through our partnership with Campbell Pacific Media, we aim to offer international brands seamless access to an advanced advertising infrastructure that blends local market expertise with AI-powered and data-driven marketing capabilities.”

This collaboration will provide global advertisers with premium access to YOYI TECH’s expansive data ecosystem, rich media inventory, and versatile ad formats, enabling precise and effective engagement with Chinese audiences. Powered by Campbell Pacific Media’s deep knowledge in expansion strategy, execution, branding and content development, the partnership ensures that campaigns are locally relevant, culturally sensitive, and fully compliant with advertising regulations across regions.

Caroline Campbell, CEO & Founder at Campbell Pacific Media, shared, “The Campbell Pacific Media team is excited to announce our new partnership with Yoyi Tech. Connecting with audiences in China is a top priority for many of the global and regional brands we work with—particularly within the travel and luxury sectors in Japan. This market remains one of the most challenging to penetrate, making strategic, data-driven approaches more crucial than ever. We believe this partnership will unlock new opportunities and deliver exceptional value to our clients.”

The partnership reflects a shared commitment to helping global brands connect with APAC consumers—especially in the Chinese market—by creating campaigns that deeply resonate with target audiences and drive measurable business outcomes.

“This collaboration is about unlocking the potential of AI-powered digital marketing and cross-market consumer insights throughout the APAC region,” said Roy Zhou, CEO of YOYI TECH. “By integrating YOYI TECH’s cutting-edge technology and data assets with Campbell Pacific Media’s strategic expertise, we’re committed to delivering tailored, high-performing campaigns that meet the needs of today’s dynamic digital landscape.”

With exclusive inventory access, advanced targeting capabilities, AIGC-powered creatives, real-time performance optimization, and transparent measurement tools, YOYI TECH and Campbell Pacific Media are paving the way for global brands to achieve meaningful growth through AI-powered programmatic advertising and omnichannel strategies across the APAC region.

For more information about YOYI TECH, visit https://en.yoyi.com.cn.
To learn more about Campbell Pacific Media, visit https://www.campbellpacificmedia.com/.

Source of featured image: Photo by charlesdeluvio on Unsplash

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News

Decoding China’s Consumer Journey: How AI, Social Commerce, and DOOH Are Transforming Brand Success

By the time the last panel discussion wrapped up, one thing was clear from the webinar hosted by YOYI TECH, Xingchang Xinda Technology, and VIOOH China: winning in China’s evolving digital marketing ecosystem now demands a whole new level of strategic agility. From personalized AI-driven advertising to the fusion of social commerce and programmatic DOOH, the conversations sparked a powerful call to rethink what it takes to truly connect with China’s next generation of consumers.

Kicking off the session, Andy Ng, Managing Director of International Business at YOYI TECH, set the tone with a compelling dive into how AI is no longer a futuristic concept, but an essential reality in China’s advertising landscape.

He walked the audience through the shift from mass digitization to today’s AI-enabled marketing, where real-time personalization, predictive targeting, and creative automation are redefining what relevance means. As Andy described, it’s no longer enough to simply reach consumers; brands must now craft micro-segmented journeys, tailored to individuals’ precise behaviors and preferences across screens, moments, and moods.

His example of Sephora’s transformation made this evolution tangible. Faced with fragmented audiences and mounting creative fatigue, Sephora leveraged YOYI TECH’s AI engine to dynamically build personas, adapt creative variations, and optimize campaigns in real time. The result was not just higher engagement, but smarter, faster scaling — with a 24% rise in click-through rates and a 33% lift in ROI. Andy likened this precision approach to perfecting a dating strategy: not about meeting more people, but about meeting the right people, at the right time, with the right message. It’s a simple analogy, but a powerful reminder of how deeply AI can now influence every layer of the brand-consumer relationship.

This idea of depth over breadth carried forward as Kaicey Chae, VP of Business Development at Xingchang Xinda Technology, shifted the spotlight to Xiaohongshu, or RedNote — a platform now indispensable to China’s young, discerning consumers.

Kaicey’s presentation revealed how RedNote, once seen merely as a lifestyle app, has evolved into a trusted discovery engine and e-commerce powerhouse. In an environment where user-generated content is king, brands must no longer just broadcast messages — they must cultivate genuine conversations and community advocacy.

Kaicey’s breakdown of RedNote’s dual-cycle marketing system — where discovery and transaction intertwine seamlessly across platforms — offered a clear blueprint. His case study on Melvita demonstrated the power of this model: within just 18 months of launching a RedNote flagship store, the brand achieved nearly 1,000% GMV growth, while simultaneously boosting Tmall sales by over 76%.

Far from being a siloed channel, Kaicey argued, RedNote should be treated as a core node in a broader omnichannel ecosystem — one where UGC, KOLs, and e-commerce platforms feed each other in a virtuous circle.

The narrative then turned outward, quite literally, as Calvin Chan, CEO of VIOOH China, led a provocative session on how Digital Out-of-Home (DOOH) advertising is being reinvented through programmatic technology. For many, OOH may conjure images of static billboards — but Calvin demonstrated that today’s DOOH is a dynamic, data-driven force that integrates seamlessly into omnichannel strategies.

With over 50% of China’s OOH inventory now digitalized, Calvin emphasized how brands can use real-time triggers like weather, location, and behavioral data to target audiences more precisely than ever before. He painted a picture of cross-screen synergy: reaching a commuter via a Shanghai metro screen at 8 a.m., and retargeting them later that day on their mobile device with a personalized offer. DOOH, he insisted, is no longer just a brand awareness tool — it can drive full-funnel engagement and measurable outcomes, bridging the online and offline worlds in powerful ways.

The concluding panel discussion tied these threads together, exploring how brands can build a high-impact omnichannel strategy in China. Andy highlighted the critical need for localized AI models that work seamlessly across channels, not just optimizing reach but elevating relevance at every touchpoint. Kaicey reiterated that authentic platform usage — understanding the unique nuances of RedNote, for example, rather than treating it like a Western social network — is vital for winning consumer trust. Calvin brought it full circle, stressing that no channel should stand alone: programmatic DOOH, mobile, social, and e-commerce must operate as parts of a unified ecosystem, designed to follow and engage the consumer across their journey.

If there was a single takeaway from the event, it was this: success in China’s market today demands not just a presence, but a plan — an intelligent, integrated, omnichannel plan powered by real insights, smart AI, and cultural nuance.

As the landscape continues to evolve at breakneck speed, YOYI TECH stands ready to partner with brands ready to embrace this future. With advanced AI-driven advertising solutions and an unmatched understanding of China’s digital terrain, YOYI TECH offers the tools and expertise to help brands not just survive, but truly thrive.

For those ready to unlock their next phase of intelligent growth, the message from the webinar was clear: the future is already here — and the time to act is now.

 

Categories
China Marketing DMP

Luxury Consumers in China: Strategic Insights and Market Opportunities

The Chinese luxury market remains a cornerstone of global growth, projected to capture 40% of worldwide luxury spending by 2025 (The Chinese luxury consumer, McKinsey). Post-pandemic recovery trends indicate a resurgence in overseas consumption, with 60% of purchases occurring domestically and 40% abroad—primarily in Europe and Asia-Pacific (Bain & Company-Altagamma Worldwide Luxury Market Report 2024). Despite this, China’s domestic market and its evolving consumer preferences demand strategic prioritization for global brands seeking sustained growth.

 

 

01 Key Overseas Destinations

According to China Luxury Market Insight Report, published by Tencent Marketing Insight & BCG, Asia dominates as the primary destination for outbound luxury shopping, with Greater China (Hong Kong, Macao, Taiwan) accounting for 30% of purchases. Japan and South Korea follow at 20%, while Southeast Asia captures 18%.

 

 

02 Shopping Channels and Travel Integration Among Overseas Chinese Luxury Consumers

Chinese consumers exhibit a pronounced preference for duty-free channels when purchasing luxury goods abroad, with downtown duty-free stores (41%) and airport duty-free outlets (26%) emerging as the top choices (The Chinese Luxury Consumer, McKinsey Quarterly). This trend underscores the centrality of tax-free savings in purchasing decisions, particularly among price-sensitive yet high-spending cohorts. Beyond duty-free, consumers also frequent department stores, free-standing brand boutiques, and shopping-mall brand stores, though these channels remain secondary to the dominance of duty-free retail.

 

Notably, overseas luxury shopping is rarely isolated; it is often seamlessly integrated into premium travel experiences. Consumers prioritize curated itineraries that pair luxury purchases with high-end hospitality, gourmet dining, and cultural engagements, reflecting a holistic approach to luxury consumption. For brands, aligning with duty-free retailers in key travel hubs—such as airports and urban luxury districts—is critical to capturing this dual demand for exclusivity and experiential value.

 

03 Consumer Demographics: Profiling the Luxury Cohort via YOYI DMP

The core luxury demographic skews heavily female (70%), with nearly 20% aged 45–50. Geographically, 45% reside in Tier-1 cities such as Beijing, Shanghai, and Guangzhou, or emerging hubs like Chongqing, Chengdu, and Shenzhen. This cohort is characterized by high disposable income (90% car ownership), a significant proportion of unmarried individuals (57%), and a preference for integrated consumption scenarios—spanning gourmet dining, shopping, wellness, and sports.

 

 

04 Digital Engagement: The WeChat Ecosystem Imperative

WeChat’s ecosystem has solidified its position as the central hub for Chinese consumers researching overseas luxury purchases. In Q1 2024, 92% of buyers relied on official brand channels—Mini-programs, live streams, official accounts, and websites—to inform their purchasing decisions (2024 Luxury Consumer Survey, Tencent Marketing Insight and BCG). Within this landscape, WeChat alone captures 45% of consumer attention, dwarfing other social media platforms (23%), underscoring its unparalleled influence in shaping buyer behavior.

 

 

Luxury brands leverage WeChat’s Official Accounts (OA) as a gateway to deepen digital engagement. According to Digital Luxury Group, 88% of brands strategically link their OAs to Mini-programs, embedding direct access points in OA menus, articles, and welcome journeys. This integration creates a seamless user experience, guiding consumers from brand content to transactional interfaces—such as product catalogs or exclusive pre-orders—within a single ecosystem.

Beyond digital interaction, WeChat Mini-programs serve as a bridge to physical retail. A robust 86% of luxury brands deploy Mini-program-based store locators, enabling consumers to identify nearby boutiques effortlessly. This feature, combined with inventory-checking tools, drives tangible foot traffic: 37% of brands utilizing store reservation services via Mini-programs. By integrating functionalities like associate-led consultations via WeCom, brands further personalize the path to purchase, merging online convenience with offline exclusivity.

WeChat’s dual role—as both an information powerhouse and an omnichannel facilitator—cements its indispensability for luxury brands targeting Chinese consumers. With over 1.3 billion active users, the platform not only offers unparalleled reach but also provides rich advertising formats embedded in Moments, Official Accounts (OA), Channels, Search, and more, enabling brands to engage audiences through hyper-targeted campaigns. By prioritizing mini-program development, store integration, and leveraging these dynamic ad touchpoints, brands can harness WeChat’s ecosystem to convert digital engagement into offline loyalty, ensuring alignment with the preferences of a sophisticated, tech-driven consumer base.

For actionable insights into the nuanced behaviors of Chinese luxury consumers and proven methodologies to precisely target, engage, and convert high-value cohorts, contact our team at marketing@yoyi.com.cn. Leveraging advanced DMP analytics and deep market intelligence, our consultants design bespoke strategies that align with your brand’s objectives, ensuring competitive differentiation and measurable ROI in China’s dynamic luxury sector.

Source of featured image: Photo by Laura Chouette on Unsplash

Categories
China Marketing DMP

Chinese Outbound Medical Tourism: Strategic Insights and Market Opportunities

The sustained growth of Chinese outbound medical tourism is underpinned by two macroeconomic trends: rising disposable incomes and increasing healthcare prioritization. According to the National Bureau of Statistics of China (NBSC), per capita disposable income has grown steadily since 2022, amplifying household purchasing power. Concurrently, healthcare expenditure as a percentage of total consumption has risen sharply, as noted in the Statistical Communiqué of the People’s Republic of China (2020–2025). This dual trend reflects a structural shift toward health-conscious spending, creating fertile ground for cross-border medical travel.

 

 

01 Treatment Purpose Segmentation

According to L.E.K. analysis, Chinese outbound medical tourists fall into three primary categories:

Critical Care Patients (40% of travelers, data from Analysys): Predominantly seeking advanced treatments for cancer, organ transplants, and neurological conditions in the U.S., Germany, Japan, and Singapore due to superior technology and expertise.

Preventive Care Seekers (28%, data from Analysys): Focused on health screenings and genetic testing, often opting for Japan, South Korea, or Singapore for proximity and cost efficiency. This segment offers high customer lifetime value (CLV) due to recurring engagement.

Aesthetic Medicine Consumers: Primarily traveling to South Korea for cosmetic procedures, driven by cultural alignment with East Asian beauty standards.

 

02 Outbound Medical Service Type Allocation

The Special Analysis of the Overseas Healthcare Market 2017 by Analysys reveals a clear hierarchy in Chinese outbound medical service demand. Critical care dominates, constituting 40.2% of all Chinese outbound medical travelers, driven by high-complexity treatments such as cancer therapies, organ transplants, and advanced neurological interventions.

Health check-ups represent the second-largest segment at 28%, reflecting growing consumer emphasis on preventive care and early disease detection. Unlike critical care, which is characterized by low frequency and high costs, health check-ups offer recurring engagement opportunities, positioning them as a high-potential driver of customer lifetime value (CLV).

Residual ancillary services (14.6%) encompass post-treatment rehabilitation, chronic disease management, and non-urgent specialized care. Cosmetic surgery accounts for 12.2%, underscoring the sustained demand for aesthetic enhancements, while the remaining 4.9% includes niche categories such as experimental therapies and rare disease treatments.

This allocation highlights two strategic priorities. Critical care remains the cornerstone of outbound medical travel, demanding partnerships with globally accredited institutions. Health check-ups and ancillary services present untapped potential for recurring revenue streams through bundled offerings and loyalty programs.

 

 

03 Destination Preferences

The U.S. dominates the critical care market (70% share), leveraging its reputation for innovative therapies and FDA-approved drugs. Japan ranks second (19.2%), appealing to cost-conscious patients through predictable pricing and geographic proximity. The U.K. (8.7%) attracts patients seeking high-quality care at lower costs than the U.S.

 

 

04 YOYI DMP’s Target Persona: Health Pioneers & Beauty Pursuers

Marketing for critical care treatments, such as cancer treatment, is strictly prohibited by the Chinese government. However, advertising for preventative treatments and cosmetic surgeries remains both permissible and highly popular.

The 96.7 million-strong health & beauty segment covered by YOYI DMP skews male (54%) and young (74% aged 25–34), with 81.5% being car owners—a strong indicator of high disposable income. Key engagement channels include auto-centric touchpoints (4S stores, car service apps, and DOOH in parking lots) and premium lifestyle platforms.

Married consumers (60%) require cross-device targeting strategies, such as OTT-to-mobile or DOOH-to-mobile campaigns. Singles (40%) respond well to empowerment-driven messaging, like “Better Me”.

Strategic targeting across online and offline channels is essential to effectively reach and convert this lucrative audience.

 

 

05 Strategic Recommendations

Regulatory Compliance: Avoid direct marketing for critical care; focus on educational content and KOL partnerships.

Precision Targeting: Utilize YOYI DMP’s cross-screen ID mapping to reach high-intent segments.

Service Differentiation: Design personalised aesthetic packages (e.g., minimally invasive procedures for men) and hybrid medical-tourism experiences.

The Chinese outbound medical tourism market demands a nuanced, data-driven approach. Stakeholders must align with regulatory constraints, prioritize hyper-personalized engagement, and leverage granular consumer insights to capture growth.

For deeper insights into the Chinese outbound medical service persona—including city-level distribution, app preferences, behaviors, and more—as well as strategies to target, engage, and convert this audience, feel free to reach out to us at marketing@yoyi.com.cn.

Our experts will craft a tailored marketing strategy based on DMP-driven insights to meet your specific needs.

Source of featured image: Photo by David Trinks on Unsplash

Categories
China Marketing DMP

Decoding the Trends and Personas in China’s International Study Market

According to the Chinese Ministry of Education, the number of Chinese students studying abroad has rebounded significantly. After a rapid recovery from 451,000 in 2020 to 661,000 in 2022, followed by a strong increase from 545,000 in 2023 to 704,000 in 2024, the figure has now returned to pre-pandemic levels.

 

01 Top Education Destinations

Data from the 2024 White Paper on Chinese Students’ Overseas Study Preparation published by New Oriental shows that the United Kingdom, the United States, and Australia remained as the top three most popular study destinations in 2024. Asia also demonstrated remarkable performance, with Hong Kong (China) ranking fourth on the list. Notably, Australia secured its position among the top 3 preferred destinations for the first time, while Asian regions showed particularly strong appeal.

 

 

Over the past decade (2015-2024), the U.K. and the U.S. have alternated as the most sought-after study destinations. During the first five years, the United States maintained its dominance through its world-class educational resources and robust academic strengths, attracting substantial numbers of Chinese students. However, in the latter half of the decade, the United Kingdom surpassed its counterpart by leveraging its shorter program durations and relatively stable political climate, ultimately becoming the preferred choice for prospective Chinese international students.

Factors behind might include education capabilities & qualities, working prospects, university/major rankings, safety, culture, and budgets. According to Qide Education’s 2025 Chinese Overseas Study White Paper, from 2021 to 2025, education capabilities & qualities stays in the first place; working prospect, university/major rankings, safety, and culture keeps in the 2nd place to the 5th place; budget kept growing from the 8th place to the 6th place, indicating the importance of total spends grows year on year.

 

02 Budget, a factor with growing importance

The average budget for studying abroad in different countries and regions diverse from 500 thousand RMB to 625 thousand RMB. Basically, the U.S., Canada, and the U.K. are the top expensive study destinations for Chinese students. While Japan, Europe, and other Asia countries are more economically friendly.

 

 

03 YOYI DMP said:“ Affecting the end-user while persuading the key decider.”

3.1 Students and Parents, the duo system in China’s studying abroad

The unity of Chinese families gives students more freedom of studying choices. The parents would like to invest in their children’s education even after their age of 18. Therefore, the study abroad context of Chinese students is quite different from that of the other parts of the world. The children make their international studying decisions together with their parents, and their parents will support them financially.

Hence, it’s important to affect students and their parents together in their interests period and convince their parents in the buying period.

3.2 Education Background that affects the way of communication

Here’s an educational allocation for Chinese students who would like to study or are currently studying abroad. In Conclusion, from the students’ perspective, the younger generation with a high school degree or below would like to prepare for their overseas education for a bachelor’s degree and below, which accounts for 52% of the overall group. While those with bachelor’s degrees would also pursue a higher degree, on master’s or doctor’s degree, which halves the number of students with a high school degree and below. As high school students are more likely to spend more years on their attaining their degrees than the bachelors, hence they might spend more.

For their parents, 68% have a bachelor’s degree and above, which means colleges abroad need to choose a more acceptable way to communicate with them, especially through data and facts to declare the prosperous future they can bring to the students.

 

 

For both students and parents, the gender is almost even. The majority of students are under 24 years old, and over 86% of parents are between 40 and 50.

 

 

3.3 Lower-tier cities with great potential

Among the top 10 cities where intended international students locate, Shanghai, Beijing, Guangzhou, and Shenzhen are all 1st -tier cities, and 6 other cities are the new 1st -tier cities. 1-st tier and new 1st-tier cities demonstrated a high level of commercial resources concentration, city hub connectivity, urban population activity, lifestyle diversity, and future potential.

 

 

And from the full picture, (New) Tier 1 Cities cover 31% of overseas studying audiences. However, all tier 2, tier 3, and tier 4 cities holds around 20% of overseas studying audiences, which cannot be ignored by education destinations. Actually, studying abroad is no longer a special treat for Chinese population in accordance with the quick development of economy. Overseas study shows a trends of being normal and populist in China.

 

 

To learn more details on overseas study persona in China and how to target, drive interests, engage and convert them, please feel free to contact us by email: marketing@yoyi.com.cn. Our professionals will establish a suitable marketing strategy based on our DMP insights according to your needs.

Source of featured image: Photo by Zoshua Colah on Unsplash

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News

YOYI TECH and Punch Digital Marketing Form Strategic Partnership to Drive Cross-Border Digital Growth

The newly established partnership between YOYI TECH and Punch Digital Marketing aims to enhance cross-border omnichannel programmatic advertising between China and South Korea, bringing added value to global brands looking to expand in both markets.

YOYI TECH, a leading MarTech provider in China, offers self-developed products including DSP (demand-side platform), DMP (data management platform), CDP (customer data platform), MA (marketing automation platform), and advertising placement services. By joining forces with Punch Digital Marketing, a South Korean online advertising agency specializing in customized marketing strategies, this collaboration is set to simplify, optimize, and redefine digital marketing for international brands.

With access to over 80% of media inventories in China, YOYI TECH is widely recognized for its comprehensive programmatic advertising solutions and omnichannel marketing systems, enabling brands to effectively engage with 1.09 billion mainland Chinese consumers, overseas Chinese residents, and Chinese outbound tourists. At the same time, Punch Digital Marketing, known for its expertise in storytelling and high-performance campaign strategies, brings in-depth knowledge of the South Korean market, reinforcing the strength of this partnership.

“South Korea has long been a favored destination for Chinese consumers, thanks to its unique cultural appeal, including K-pop, Korean dramas, and beauty trends. The strong demand for South Korean products—spanning beauty, tourism, and fashion—presents ongoing business opportunities for deeper MarTech collaboration,” said Andy Ng, Managing Director, APAC, YOYI TECH. “Our partnership with Punch Digital Marketing ensures that Korean advertisers can tap into a highly integrated advertising infrastructure that combines strategic insights, AI-driven solutions, and data intelligence to power growth-oriented marketing campaigns.”

Through this collaboration, South Korean advertisers will gain premium access to YOYI TECH’s vast data ecosystem, extensive media inventory, and diverse advertising formats, allowing them to engage effectively with Chinese consumers. Backed by Punch Digital Marketing’s extensive experience in PPC, SEO, social media marketing, and content marketing, this partnership will provide brands with localized strategies tailored to the local market. Additionally, both parties will ensure that all advertising content adheres to regulatory standards, maintaining high-quality and compliant marketing campaigns.

“We’re thrilled to join forces with YOYI TECH to revolutionize cross-border digital marketing for Korean brands. By combining our expertise with YOYI TECH’s advanced technologies, we’re dismantling barriers and forging a new path for Korean brands to connect with Chinese consumers through culturally relevant, data-driven campaigns that yield tangible results.” said JK Song, CEO of Punch Digital Marketing.

The partnership highlights both sides’ commitment to connecting Korean brands with Chinese consumers, creating campaigns that deeply engage the target audience while driving conversion growth and enhancing customer satisfaction.

“This partnership reflects our shared vision of bridging the gap between Korean brands and Chinese consumers through strategic, data-driven campaigns,” said Roy Zhou, CEO of YOYI TECH. “By combining YOYI TECH’s advanced technology and consumer insights with Punch Digital Marketing’s proven expertise, we are committed to delivering impactful, high-performance campaigns. Together, we aim to strengthen omnichannel storytelling and establish a dynamic Korea-China marketing ecosystem that attracts, inspires, and engages audiences across the region.”

By offering exclusive inventory access, precision targeting, performance forecasting, and transparent measurement, YOYI TECH is dedicated to driving technology-powered growth in partnership with Punch Digital Marketing’s strategic marketing innovations.

This international collaboration marks a significant milestone in redefining cross-border digital marketing, leveraging AI-powered programmatic advertising and omnichannel marketing to help global brands achieve exceptional results in both China and South Korea.

For more information about YOYI TECH and its services, visit https://en.yoyi.com.cn/.
To explore Punch Digital Marketing’s offerings, visit https://punchkorea.com/.

Source of featured image: Photo by Markus Spiske on Unsplash

Categories
DSP News

Industry First Certification: YOYI TECH Becomes the First Company to Pass the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment” by China Advertising Association

Beijing, March 14, 2025 — The China Advertising Association (CAA) held a press conference yesterday to announce the results of the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment.” YOYI TECH, a leading MarTech service provider, has become the first company in China to pass this authoritative assessment, earning a certification from the CAA. The certification ceremony was attended by Huo Yan, Deputy Secretary-General of the CAA and Secretary-General of the CDA Tech Lab, Cui Yan, Director of the Technical Standards Department and Deputy Secretary-General of the CDA Tech Lab, and Cai Fang, COO of YOYI TECH. During the event, the parties engaged in in-depth discussions on the current demands and compliance requirements of the digital advertising market. Deputy Secretary-General Huo Yan presented the certification to YOYI TECH.

 

Ms. Huo Yan (right), Deputy Secretary-General of China Advertising Association & Secretary-General of its Internet Advertising Committee, presents an official certification to Ms. Cai Fang (left), Chief Operating Officer of YOYI TECH , during the accreditation ceremony

 

The development of this assessment system was driven by the industry’s evolving needs. With the rapid growth of Internet advertising, Demand-Side Platforms (DSPs) have become central to advertising. To further standardize industry self-regulation and promote collaborative growth, the CAA and the CDA Tech Lab jointly established the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment” group standard. In July 2024, after receiving requests from brand owners, media platforms, and other stakeholders for greater transparency and standardization in DSP technology, the CAA initiated the development of an assessment system. By August, a cross-disciplinary expert working group was formed, comprising representatives from major brand advertisers, mainstream media platforms, third-party service providers, and authoritative auditing firms. After several rounds of expert interviews, draft revisions, and in-person review sessions, the CAA finalized the assessment system. The evaluation process included systematic research, technical testing, scenario simulations, and a rigorous review process covering basic qualifications, performance screening, expert re-evaluation, and final institutional review. This comprehensive approach ensured a thorough examination of key performance indicators for participating companies, leading to the final assessment results.

 

The assessment aims to optimize ad traffic and enhance transaction transparency through comprehensive and objective evaluation, thereby creating a favorable development environment for DSP platforms and providing reliable monitoring and evaluation benchmarks for advertisers. This, in turn, promotes the steady growth of the Internet advertising industry in China. YOYI TECH, among the selected companies to participate, underwent nearly six months of rigorous evaluation and emerged as the first to pass the assessment. YOYI TECH’s OneDesk Advertising Cloud Platform met the industry standards in five key dimensions: security capabilities, technical capabilities, data capabilities, traffic quality, and ad effectiveness, setting a benchmark for transparency and measurability in the Internet advertising ecosystem.

As a pioneer in AI omnichannel marketing, YOYI TECH is committed to providing advertisers with efficient and precise ad release, data monitoring, strategy optimization, and performance analysis through its comprehensive suite of technical products and services. During the assessment, YOYI TECH demonstrated exceptional performance in security, technical capabilities, data management, traffic quality, and ad effectiveness.

 

1. Security, Technical, and Data Capabilities Review

 

Security is a fundamental requirement for internet software and platforms. YOYI TECH holds multiple security certifications, including ones from Classified Protection of Cybersecurity and Authentication of Information Security Management System. The company employs advanced technical measures to ensure communication security for all system partners and users, safeguard system integration, and implement full life-cycle data security management, thereby protecting advertisers’ information security.

 

Platform functionality is a key indicator of a DSP’s technical capabilities. YOYI TECH’s OneDesk Advertising Cloud Platform offers a comprehensive and specialized set of features, including budget control, creative setup, process management, frequency capping, and performance analysis. Additionally, the platform supports personalized media orders and ad placement for clients. With high QPS capacity and exceptional ad response speeds, OneDesk enables YOYI TECH to deliver more precise and efficient advertising services.

 

Data capabilities are the core driver of a DSP. YOYI TECH’s OneDesk Advertising Cloud Platform boasts a rich array of tags, covering over 2 billion active device IDs, and supports advanced features such as KPI estimation and dynamic bidding. The platform also offers a wide range of targeting options, including IP, platform, placement, audience, time slot, and even weather-based targeting, providing advertisers with flexible and diverse advertising choices.

 

2. Traffic Quality Evaluation

 

Beyond platform capabilities, advertisers are highly concerned with traffic quality and ad effectiveness. YOYI TECH manages a traffic volume exceeding 10 billion, spanning PC, Mobile, OTT, DOOH, and other terminal types and operating systems. To ensure traffic quality, OneDesk Advertising Cloud integrates with industry third parties to provide compliant monitoring methods, ensuring the authenticity and effectiveness of traffic.

 

In addition, YOYI TECH has established a multi-dimensional defense mechanism for traffic anti-fraud:

 

  • Intelligent Traffic Anti-Fraud System: Through its self-developed “YOYI Ad Fraud Prevention System” and “YOYI Intelligent IVT Analysis Platform,” YOYI TECH has built a technical barrier for real-time monitoring, identification, and interception of abnormal traffic.

 

  • Dual Invalid Traffic Filtering System: The platform improves the filtering of General Invalid Traffic (GIVT) at the engine levelwhile cross-verifying with the CAA’s official GIVT database for dual-layer filtering.

 

  • Dynamic UA Blacklist Management: Strictly adhering to the CAA’s IP/UA identification rules, YOYI TECH has implemented a dynamic, real-time blacklist management system.

 

These three technical modules work in synergy to create a secure, transparent, and measurable advertising environment for advertisers.

 

3. Ad Effectiveness Verification

 

Advertisers place the highest priority on the authenticity and visibility of ad effectiveness. YOYI TECH publicly and firmly supports the IAB China versions of ads.txt/app-ads.txt and sellers.json standards. Through the CAA, YOYI TECH has completed the registration of authorized ad inventory records and the evaluation of actual ad delivery volumes, providing advertisers with a clearer and more transparent advertising process and advancing the transparency of ad transactions. Furthermore, YOYI TECH continuously iterates its platform algorithms to help advertisers optimize pre- and post-campaign metrics, improving ad effectiveness. The company also maintains long-term collaborations with third-party effectiveness verification agencies to ensure advertisers receive tangible returns.

 

After a rigorous review by the CAA, YOYI TECH successfully passed the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment,” becoming the first company to receive this certification under the new standard system. This achievement highlights the industry association’s recognition of YOYI TECH’s product capabilities and represents a major step forward for the transparency, sustainability, and overall health of China’s Internet advertising industry.

 

For YOYI TECH, passing this assessment is just the beginning of its commitment to enhancing industry transparency and fostering a healthy ecosystem. Moving forward, YOYI TECH will continue to innovate and optimize its products and services, providing advertisers with more efficient, precise, and intelligent marketing solutions, and driving the sustainable and high-speed development of the Internet advertising industry.

Source of featured image: Photo by Jakob Owens on Unsplash

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News Topics

YOYI TECH’s Global Webinar: 100 Marketers Unpack China’s Travel Rebound

Last week, YOYI TECH’s international business division marked a milestone with its inaugural overseas webinar, “Reimagining Travel Advertising in China: Trends and Strategies for 2025.” The event brought together three industry leaders—George Cao (Co-founder and CEO of Dragon Trail International), Andy Sun (General Manager of Inbound and Outbound Advertising at iQIYI), and Andy Huang (Managing Director of International Business at YOYI TECH)—to dissect the evolving landscape of China’s travel market. Nearly 100 attendees from Southeast Asia, Australia, the Middle East, Europe, and beyond joined the session, reflecting the global interest in engaging Chinese travelers.

Reaching Chinese Travelers Through Digital Innovation and Social Engagement

George Cao, a leading expert from Dragon Trail International, kicked off the session with an insightful presentation on how digital innovation and social engagement are reshaping the way brands connect with Chinese travelers.

Cao highlighted the uneven recovery of China’s outbound tourism. While domestic travel has surged past pre-pandemic levels, outbound travel remains at 60% of 2019 capacity with 5.2% yoy growth, which indicates robusted potential. He emphasized three critical trends:

  • Fragmented Demand: Post-pandemic travelers prioritize personalized, niche experiences over generic sightseeing. Family travel and cultural immersion now dominate, driven by pandemic-era behavioral shifts.
  • Decentralized Content Creation: Short-video platforms like Xiaohongshu and Douyin are reshaping inspiration-to-booking journeys. User-generated content (UGC) and influencers now rival branded content in influencing decisions.
  • ROI-Driven Campaigns: Brands increasingly demand measurable conversions, not just exposure. George advocated for ecosystem partnerships (e.g., combining Xiaohongshu with Fliggy) to bridge awareness and bookings, while stressing the need for new metrics to track preference and intent.

He concluded by urging brands to adopt a multi-channel approach, combining social media, search engines, and e-commerce platforms to create a seamless customer journey.

Watch the Replay for more insights!

Unlocking the Tourism Market with Video Content

Andy Sun from iQIYI took the stage next, focusing on the power of video content in unlocking the tourism market. He spotlighted iQIYI’s role as China’s leading OTT platform, leveraging its 520 million users to drive destination marketing. Key strategies included:

  • Content-Driven Conversions: Original dramas like My Altay (which boosted Xinjiang tourism by 75%) and music shows like Asian Voice (a cross-border cruise competition) demonstrate how IP storytelling fuels travel interest.
  • AI-Powered Targeting: iQIYI’s partnership with Baidu enables intent-based ads. For instance, users searching “Dubai weather” receive tailored travel ads, enhancing relevance and conversion.
  • Cultural Integration: Case studies like Singapore Tourism Board’s seamless ad placements in iQIYI’s Rap of China illustrated how blending entertainment with destination promotion drives engagement.

These campaigns leveraged emotional storytelling, user-generated content, and real-time interactions to capture the attention of potential travelers. Sun explained that video content, especially short-form videos, has become a dominant medium for storytelling, allowing brands to convey the essence of a destination in a visually engaging way.

Watch the Replay for more insights!

Harnessing Data-Driven Advertising for Precision Travel Campaigns

Andy Ng from YOYI TECH rounded out the presentations with a deep dive into the role of data-driven advertising in crafting precision travel campaigns. Ng emphasized that in today’s digital landscape, data is the cornerstone of effective marketing strategies. He revealed that 68% of travelers research destinations via Taobao/JD.com activity, such as browsing luggage brands or international SIM cards, creating a “digital intent trail” for targeting. Then he detailed YOYI TECH’s AI-driven approach to precision targeting:

  • 360-Degree Data Integration: Aggregating airline, OTA, social media, ecommerce, and telecom data enables hyper-targeting of high-intent travelers. For example, users searching “Malaysia SIM cards” on Taobao are flagged for retargeting.
  • AI Grading & Expansion: A proprietary model scores users intent considering their user personas and behaviors then applies lookalike modeling to amplify reach.
  • Cross-Screen Engagement: Connected TV (CTV) and digital out-of-home (DOOH) ads, such as airport gate targeting, deliver immersive storytelling.
  • Dynamic Creative Optimization: AI-generated ads adapt visuals and messaging in real-time, boosting relevance and reduce costs.

Ng’s presentation underscored the need for brands to move beyond traditional advertising methods and embrace a data-first approach to stay competitive in the rapidly evolving tourism industry.

Watch the Replay for more insights!

Panel Discussion: Synergizing Content, Technology, and Platforms in China’s Travel Evolution

The panel discussion, moderated by YOYI TECH’s host, explored how the convergence of content, technology, and platforms is reshaping travel advertising in China. Experts emphasized the need for agility in a fragmented yet dynamic ecosystem, offering actionable insights for engaging modern travelers.

1. Cross-Platform Integration: AI as the Connective Thread

Andy Ng (YOYI TECH) opened by underscoring the transformative role of AI in unifying traveler journeys. He described how platforms like Xiaohongshu and Douyin act as discovery hubs, where user-generated content sparks initial interest. AI then analyzes user behavior—such as search history and engagement patterns—to deliver hyper-personalized recommendations.

2. iQIYI’s Role: Bridging Long-Form Storytelling and Instant Engagement

Andy Sun (iQIYI) highlighted the platform’s dual strength in immersive storytelling and cross-platform synergy. As China’s leading OTT provider, iQIYI leverages original dramas and variety shows to embed destinations into viewers’ imaginations. These long-form narratives, he explained, spark curiosity that extends beyond the screen, driving social media discussions and search activity. Sun emphasized collaborations with short-form platforms like Douyin, where livestreams and challenges convert viewers into instant bookers. “Our content doesn’t just entertain—it ignites conversations that ripple across ecosystems,” he said.

3. Navigating Fragmentation: Opportunities for Niche and Established Players

George Cao (Dragon Trail International) addressed the polarized recovery of China’s travel market. While large destinations face rising costs in a fragmented media landscape, smaller players can thrive by targeting niche audiences with highly focused content. He cited the “collapse” of traditional planning stages, where platforms like Douyin merge discovery and booking into a single act—such as purchasing vouchers during a livestream. “These moments reveal true consumer intent,” Cao explained, “offering brands a chance to retarget high-potential travelers.”

4. Generational Shifts: Gen Z’s Social-First Mindset

The discussion turned to generational divides in content consumption. While older travelers still engage with traditional platforms, Gen Z’s decisions are heavily influenced by short-form videos and peer-generated content. Cao pointed to viral destinations like Harbin and Zibo, where grassroots UGC campaigns propelled obscure locales into national trends. “Young travelers don’t just seek destinations—they seek shareable moments,” he remarked, urging marketers to optimize for “social search” via keywords and hashtags.

The panel closed with a consensus: success hinges on balancing scalability with hyper-relevance. Brands must leverage AI for personalized journeys, embrace hybrid content strategies, and empower niche markets through micro-influencers. As Cao summarized, “In China’s fragmented landscape, the winners will be those who turn decentralization into precision—meeting travelers where they are, not where we wish them to be.”

Watch the Replay for more insights!

Q&A Highlights: Navigating Challenges & Strategies in China’s Travel Marketing

1. Empowering Small Businesses: George Cao’s Strategic Focus

Audience Question: “How can small travel businesses with limited budgets effectively leverage platforms like WeChat and Xiaohongshu?”

George Cao highlighted the unique opportunities in China’s fragmented digital ecosystem for niche players. He advised businesses to prioritize platform specificity over broad campaigns. “Start with Xiaohongshu—its community-driven nature rewards authenticity and visually compelling storytelling,” he noted. By collaborating with micro-influencers who resonate deeply with specific destinations, smaller brands can cultivate trust without the need for high-profile endorsements. Additionally, Cao emphasized the power of user-generated content (UGC). Encouraging travelers to share their experiences through hashtags or interactive campaigns can amplify organic reach, turning guests into brand advocates.

2. iQIYI’s Content Differentiation: Andy Sun’s Collaborative Vision

Audience Question: “How does iQIYI carve a niche in an era dominated by short-form video platforms like Douyin?”

Andy Sun positioned iQIYI as a bridge between depth and immediacy. While short-form platforms excel in quick engagement, iQIYI’s strength lies in immersive, long-form narratives that build emotional connections with destinations. “Dramas and variety shows allow viewers to ‘live’ within a location, sparking curiosity that transcends fleeting trends,” he explained. To stay competitive, iQIYI embraces a hybrid approach, integrating its long-form IP with short-form collaborations and livestream commerce. This strategy not only extends content lifespan but also creates seamless pathways from inspiration to booking, such as embedding travel offers within popular shows.

3. Future-Proofing Global Campaigns: Andy Ng’s Adaptive Framework

Audience Question: “What challenges will international brands face in 2025, and how can they adapt?”

Andy Ng outlined a shifting landscape where personalization, cultural nuance, and data ethics take center stage. He stressed that generic campaigns will falter as travelers increasingly seek tailored experiences. Additionally, Ng highlighted the rise of “social search,” where platforms like Xiaohongshu and Douyin replace traditional engines for discovery. Brands must optimize content for these ecosystems, blending storytelling with searchable keywords. On data privacy, he advocated for ethical AI solutions that balance targeting precision with user trust, such as anonymized audience modeling.

The webinar concluded with a summary of the key takeaways: the critical role of digital innovation, the power of video content, and the necessity of data-driven strategies in reaching Chinese travelers. The speakers agreed that the future of tourism advertising lies in creating personalized, culturally relevant, and immersive experiences that resonate with today’s tech-savvy travelers.

YOYI TECH’s first overseas webinar not only provided valuable insights for brands looking to tap into the Chinese tourism market but also showcased the company’s commitment to fostering global dialogue and collaboration in the digital advertising space. As the industry continues to evolve, events like this will play a crucial role in helping brands navigate the complexities of the digital age and stay ahead of the curve.

Stay tuned for more thought-provoking webinars from YOYI TECH as we continue to explore the latest trends and strategies in digital advertising.

Source of featured image: Photo by Drif Riadh on Unsplash

Categories
News

YOYI TECH and TheGenX Media Announce Strategic Partnership

YOYI TECH, a leading provider of demand-side platform (DSP) technologies and advertising placement services in China, proudly announces a strategic partnership with TheGenX Media, a pioneer in digital marketing and advertising across the MENA region. This collaboration represents a significant milestone in YOYI TECH’s mission to deliver cutting-edge AdTech solutions and achieve impactful marketing results for global brands.

With access to more than 80% of media inventories in China, YOYI TECH is renowned for its comprehensive DSP systems that empower advertisers to efficiently purchase inventory and autonomously manage campaigns. TheGenX Media, celebrated for its innovative and high-performing campaigns, brings unmatched creativity and market expertise, reinforcing the strength of this partnership.

“China has significantly increased its investments in the MENA region over recent years, reinforcing stronger economic ties and opening up new opportunities for technological collaboration,” said Andy Ng, Managing Director, APAC. “By combining our deep technological expertise and extensive reach in China with TheGenX Media’s innovative campaigns and influence in MENA, we are creating a platform that will drive transformative growth for our clients. This collaboration is not just about expanding our footprint but about setting new standards in digital marketing excellence.”

Through this partnership, YOYI TECH will leverage its technological prowess and vast reach within China to complement TheGenX Media’s dominance in the MENA region. This cross-regional cooperation aims to redefine digital advertising by emphasizing innovation, efficiency, and measurable outcomes.

“This partnership is a testament to our commitment to offering brands in the MENA region access to world-class AdTech solutions,” said Ashish Gupta, CEO & Founder of TheGenX Media. “By combining YOYI TECH’s technological excellence and our deep understanding of the local market, we aim to create groundbreaking opportunities for our clients. Together, we are poised to set a new benchmark in digital advertising by fostering innovation, efficiency, and measurable impact.”

Key to this partnership is the principle of mutual growth and shared success. YOYI TECH will provide TheGenX Media with premium media inventory, seamless DSP operations, and comprehensive support services,  Additionally, YOYI TECH will ensure all advertisements comply with relevant regulations, maintaining the highest standards of quality and integrity.

Roy Zhou, CEO of  YOYI TECH, said: “With growing trade and business collaborations between MENA and China, an increasing number of brands from MENA are striving to enter the market of China, and vice versa. Over 14 years of practice, beyond offering our pioneering DSP product, YOYI TECH has developed deep expertise in China’s unique digital marketing ecosystem. We are confident that our partnership with TheGenX Media will unlock more innovative, effective, and efficient marketing solutions for MENA brands, bridging the gap between these dynamic markets and driving growth through precise customer engagement.”

By pushing the boundaries of AdTech and MarTech innovation, YOYI TECH continues to enable brands worldwide to drive sustainable growth through data-driven, programmatic advertising. This collaboration with TheGenX Media underscores YOYI TECH’s dedication to transforming the global advertising landscape and delivering exceptional solutions to clients.

For more details about YOYI TECH and its services, visit https://en.yoyi.com.cn/. To explore TheGenX Media’s offerings, visit https://thegenxmedia.com/.

Source of featured image: Photo by Cytonn Photography on Unsplash

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Ads Regulations and Restrictions

China Software Tools Industry Advertising Qualification Details

Driven by the global wave of digitalization, the software tools industry is flourishing at an unprecedented rate, offering extensive market opportunities for overseas brands. However, as the industry matures and regulation intensifies, ensuring the legality and compliance of software tool applications has become an essential step for brands entering the Chinese market.

To assist overseas brands in smoothly entering the Chinese market and efficiently utilizing various advertising resources, this article will elaborate on the details of advertising qualifications in the software tools industry, covering multiple segments such as reading and audiobook tools, video playback and editing, music playback and editing, internet tools, social and communication tools, photography and videography, graphic and image beautification, office tools, security and cleanup, weather and calendar, system beautification, sports and health, map navigation, system tools and efficiency tools, operating systems, and development tools. By clarifying qualification requirements, business scope restrictions, third-party cooperation standards, and advertising channels, this guide provides an exhaustive manual for overseas brands entering China.

Reading and Audiobook Tools

Industry Description

Tool software applications for reading and playing electronic books or document content.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Video Playback and Editing Tools

Industry Description

Software applications for video playback and editing.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Photo by JESHOOTS.COM on Unsplash

Music Playback and Editing Tools

Industry Description

Software applications for audio playback, recording, and editing.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Internet Tools

Industry Description

Software applications for connecting to the internet, supporting online browsing, uploading, and downloading functionalities.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For computer system information security products, a “Computer Information System Security Special Purpose Product Sales License” is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Social Tools

Industry Description

Software applications specifically for making friends, stranger socializing, and specific scenario social interactions (including companion play software applications).

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business).

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Youliang Hui; for other ad spaces, please consult customer service.

Personal Account Opening

No

Communication Tools

Industry Description

Software applications that enable online chatting and communication through instant messaging technology.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business).

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Youliang Hui; for other ad spaces, please consult customer service.

Personal Account Opening

No

Photography and Video Tools

Industry Description

Software applications providing photo shooting and video recording functionalities.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

Yes, only individual business household type/natural person type individual account opening is supported.

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Photo by ThisisEngineering on Unsplash

Sports and Health Tools

Industry Description

Software applications that provide auxiliary functions for sports activities and health monitoring.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Map Navigation

Industry Description

Software applications that provide driving directions and road navigation.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.

For maps/navigation, a “Surveying and Mapping Qualification Certificate” (compliant with “Class A/Class B + Internet Map Service”) is required.

For traffic violation checking, a cooperation agreement for the traffic violation checking interface is required.

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

System Tools and Efficiency Tools

Industry Description

Applications used to enhance system or device performance and usability, and to optimize daily user experience and work efficiency.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Operating Systems

Industry Description

Computer or smartphone operating systems, system programs used to manage computer hardware and software resources.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Photo by Maxim Hopman on Unsplash

Development Tools

Industry Description

Tools and integrated environments, testing tool software applications that schedule and manage hardware resources during software development, provide running support for application software, and support software development.

Industry Qualifications

“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.

Business Scope Qualifications

For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Source of featured image: Photo by ThisisEngineering on Unsplash

Categories
Topics

China Skincare and Makeup Industry Advertising Qualification Details

As consumers increasingly demand quality, safety, and brand reputation, compliance with advertising qualifications has become an indispensable part for overseas brands to successfully enter the international market. Different countries and regions have strict laws, regulations, and industry standards for the advertising of skincare and makeup products. This requires brands to understand and comply with local advertising qualification details to ensure the positive shaping of the brand image and the smooth expansion of the market. This article aims to provide overseas brands with an overview of the advertising qualification details in the skincare and makeup industry, helping you to cross regional boundaries and accurately grasp the advertising standards and requirements of the Chinese market.

General Cosmetics – Facial Cleansing and Care

Industry Description

Manufacturing and distribution of daily chemical products used for facial skin cleansing and care.

Industry Qualifications

None

Business Scope Qualifications

If it is domestically produced non-special (general) cosmetics, a “Domestic Non-Special Purpose Cosmetics Filing Certificate” or a screenshot of the public announcement page on the official website of the National Medical Products Administration or a general cosmetic filing certificate is required.

If it is imported non-special (general) cosmetics, the following are required:

2.1 “Imported Non-Special Purpose Cosmetics Filing Certificate” or a screenshot of the public announcement page on the official website of the National Medical Products Administration or an imported general cosmetic filing certificate.

2.2 “Entry-Exit Inspection and Quarantine Certificate for Imported Goods.”

If it is a cosmetic manufacturing enterprise, a “Cosmetics Production License” is required.

If it is a registrant or filer who is not a cosmetic manufacturing enterprise, the following are required:

4.1 The entrusted manufacturing enterprise’s “Cosmetics Production License.”

4.2 “Contract Manufacturing Agreement” or distribution authorization.

For cooperation with third parties or promotion of products not owned by the account-holding company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

Yes, a “Individual Business License” or “Business License” (E-commerce license for individual industrial and commercial households) is required.

Photo by Vanesa conunaese on Unsplash

General Cosmetics – Makeup and Perfume

Industry Description

Business entities manufacturing and distributing makeup (cosmetics used for beautifying and embellishing appearance with color) and perfume.

Industry Qualifications

None

Business Scope Qualifications

The same as for General Cosmetics – Facial Cleansing and Care.

Ads Spaces in Tencent Ecosystem

The same as for General Cosmetics – Facial Cleansing and Care.

Personal Account Opening

The same as for General Cosmetics – Facial Cleansing and Care.

Special Purpose Cosmetics – Skin Care

Industry Description

Business entities manufacturing and distributing special purpose cosmetics used for whitening, freckle removal, and sun protection.

Industry Qualifications

“Domestic Special Purpose Cosmetics Administrative License Approval Document.”

Business Scope Qualifications

For imported special cosmetics, a “Imported Special Purpose Cosmetics Administrative License Approval Document” or “Imported Special Purpose Cosmetics Health Permit Approval Document” is required.

For cooperation with third parties or promotion of products not owned by the account-holding company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Photo by Kimia Zarifi on Unsplash

Ads Spaces in Tencent Ecosystem

The same as for General Cosmetics – Facial Cleansing and Care.

Personal Account Opening

The same as for General Cosmetics – Facial Cleansing and Care.

Special Purpose Cosmetics – Hair Care

Industry Description

Business entities manufacturing and distributing special purpose cosmetics used for hair care, perming, dyeing, and anti-hair loss.

Industry Qualifications

“Domestic Special Purpose Cosmetics Administrative License Approval Document.”

Business Scope Qualifications

The same as for Special Purpose Cosmetics – Skin Care.

Ads Spaces in Tencent Ecosystem

The same as for General Cosmetics – Facial Cleansing and Care.

Personal Account Opening

The same as for General Cosmetics – Facial Cleansing and Care.

Special Purpose Cosmetics – Body Care

Industry Description

Business entities manufacturing and distributing special purpose cosmetics used for hair growth, hair removal, breast enhancement, fitness, deodorization (5-year transition period).

Industry Qualifications

“Domestic Special Purpose Cosmetics Administrative License Approval Document.”

Business Scope Qualifications

The same as for Special Purpose Cosmetics – Skin Care.

Ads Spaces in Tencent Ecosystem

The same as for General Cosmetics – Facial Cleansing and Care.

Personal Account Opening

The same as for General Cosmetics – Facial Cleansing and Care.

Photo by freestocks on Unsplash

Beauty Tools

Industry Description

Business entities manufacturing and distributing tools used in daily makeup and beauty applications (excluding electronic products).

Industry Qualifications

None

Business Scope Qualifications

If involving specific trademarks, a “Trademark Registration Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-holding company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

The same as for General Cosmetics – Facial Cleansing and Care.

Personal Account Opening

The same as for General Cosmetics – Facial Cleansing and Care.

Source of featured image: Photo by Ashley Piszek on Unsplash

Categories
Media

A Practical Guide to Douyin Advertising

In today’s digital marketing era, Douyin, as a leader in the field of short video, has become an important position for brand promotion, with its huge user base and high user stickiness. This article will start with five advertising dissemination methods of Douyin: opening screen advertising, search advertising, in-feed advertising, DOU+, and enterprise number, and elaborate on their respective scenarios, rights and interests, advantages, and successful cases, providing a practical guide for advertisers.

Douyin Opening Screen Advertising

On the short video platform of Douyin with a daily active user base of hundreds of millions, the opening screen advertisement, with its unique display form and strong visual impact, has become the best choice for brand exposure. The opening screen advertisement of Douyin is an advertising form that is immediately displayed when the user opens the Douyin APP, which not only occupies the commanding height of vision but also provides an unprecedented brand exposure opportunity for advertisers with its full-screen immersive experience.

Promotion Scenarios

Douyin’s opening screen advertisements are displayed at the moment when the user opens the Douyin APP, capturing the visual focus and serving as the golden spot for brands to carry out high-intensity dissemination and extensive reach. It is suitable for various scenarios such as new product launches, brand communication, and event promotion. When launching new products, the opening screen advertisement can quickly attract user attention through high-intensity dissemination; during brand communication, it can achieve a strong screen presence in conjunction with high-quality content; and during event promotion, it can capture the visual focus and guide traffic to the event page.

Advertisement Types

  • Images, GIFs, and Videos: When the user opens the Douyin App, the advertisement is displayed at the opening screen position for 3 seconds as a static image, 4 seconds as a GIF, or 5 seconds as a video, allowing for pure display and landing page redirection.

  • Topview: When the user opens the Douyin App, a full-screen display of 3 seconds static image is provided, supporting pure display and landing page redirection to achieve efficient drainage.

  • Toplive: Combined with the live broadcast form, it provides a real-time interactive experience for brand events or product launches.

Promotion Advantages

The advantages of Douyin’s opening screen advertisements lie in their strong exposure capabilities and high user stickiness. As the first visual entry point when users open the APP, the opening screen advertisement can strongly attract attention, ensuring a high exposure rate of the advertisement content. At the same time, the huge user base and active user group of the Douyin platform also provide a broad audience foundation for the opening screen advertisement. The opening screen advertisement is deeply integrated with the in-feed advertisement, reaching users a second time and enhancing brand memory. In addition, the opening screen advertisement can create a three-dimensional visual experience, enhancing the attractiveness and click-through rate of the advertisement, thereby improving brand reputation and user conversion rate.

Successful Case

Taking Pepsi as an example, the brand created the topic #LoveScreenDominance# and used Douyin’s opening screen advertisements and TOPVIEW resources to widely expose event information, successfully attracting a large number of user attention and participation. According to statistics, the event topic has achieved a total of 2.72 billion exposures and attracted 425,000 users to create related videos, achieving significant brand promotion effects. This successful case fully proves the strong strength of Douyin’s opening screen advertisements in brand exposure and user interaction.

Douyin Search Advertising

In today’s era of information overload, the way users obtain information is quietly changing, with search emerging as a key means of actively acquiring information, its importance increasingly highlighted. Douyin, as the leader in the short video field, has a search function that is also becoming more sophisticated, providing advertisers with a new marketing stage—Douyin search advertising.

Promotion Scenarios

Douyin search advertisements cover multiple scenarios of users’ active searches, including but not limited to product inquiries, service consultations, and content exploration. When users enter keywords in the search box with clear needs, relevant advertisements can be accurately displayed in front of them. This active search behavior makes the advertisement exposure more targeted, and the conversion rate is significantly improved.

Advertisement Types

  • Brand Zone: When users search on Douyin and hit the advertiser’s brand word, the brand zone information is displayed at the top, and the brand video plays automatically.

  • Search Easter Egg: The search results pop up a full-screen Lottie animation, which is highly entertaining and attracts user attention. Clicking on the Easter egg leads to a conversion landing page.
  • Douyin Hot List: The brand hot word is displayed in the sixth position of the search page hot list. Clicking on it leads to a results page that showcases the “Douyin Hotspot Brand Zone.”
  • Bidding Advertisements: In the search results page of Douyin, one bidding advertisement is displayed among positions 2-10, mixed with user content.
  • Precision Advertisements: When users search for an app name, a download card style can be triggered; when users search for specific brand words, a precision card is displayed at the top.

Promotion Advantages

Advertisers can rely on multi-dimensional data such as users’ search keywords, interest preferences, and geographical locations to achieve precise targeted advertising, ensuring that advertising information is directly delivered to potential target users, demonstrating strong precise targeting capabilities. At the same time, with the continuous growth of the scale and share of the Ocean Engine search, Douyin search advertisements have a huge traffic blue ocean, providing advertisers with a broad development space. What’s more, this advertising form has achieved the integration of brand effect and sales, supporting brand display and content linkage through the entire link of the scene, and effectively promoting effect transformation, meeting a variety of marketing needs. In particular, “search after watching” has become the mainstream trend of search under the content ecosystem, and search behavior profoundly reflects the user’s active intention, making Douyin search advertisements particularly outstanding in efficient transformation, bringing higher investment returns to advertisers.

Successful Case

Watermelon Creator (a children’s programming brand) achieved significant results when advertising their search products by carefully optimizing the advertising area and search words. They expanded the coverage of keywords to more than 700, which not only improved the accuracy of the advertisement but also led to a substantial increase of 112% in the number of customers acquired, while attracting up to 450,000 participation videos, fully demonstrating the powerful driving force of optimizing advertising strategies on brand exposure and user growth.

Douyin in-feed Advertising

With a platform boasting a daily active user base of 600 million, in-feed advertising on Douyin has become an essential channel for brand promotion and product marketing, offering a native and immersive experience.

Promotion Scenarios

Douyin in-feed advertisements support a variety of promotion scenarios, including lead collection, traffic exposure, and store promotion. Through landing page forms and smart phone conversions, advertisers can efficiently collect potential leads, managing and following up with customer information. Additionally, in-feed ads support app downloads and application promotion, helping advertisers quickly acquire new and active users. For physical stores, these ads can accurately target users around the store, combining POI (Points of Interest) and coupon features to effectively increase store exposure and customer traffic.

Advertisement Types

  • Recommended: Ads are displayed in the Douyin in-feed content, with a vertical screen display style that is native and strongly associated with the account, supporting various ad styles such as native and single-page.
  • Feedslive: Users see real-time live broadcast images and cards in the Douyin recommendation stream, and can enter the Douyin native live broadcast room with one click on the live broadcast image in the recommendation stream.
  • Local Reach: When browsing the recommendation stream videos in the Douyin app, users have the opportunity to view Local Reach ads, meeting the local marketing needs of advertisers such as offline store promotion.

Promotion Advantages

Douyin in-feed advertising offers advertisers a wealth of benefits. Firstly, advertisers can choose suitable ad types and styles according to their needs, such as native or single-page, to meet different marketing needs. Secondly, the Douyin platform provides refined audience targeting features, allowing advertisers to display to specific types of users, improving the accuracy and conversion rate of the advertisement. Moreover, Douyin in-feed ads also have the advantage of deep penetration, being displayed on multiple pages of the Douyin APP, deepening user impressions, and increasing ad click-through rates.

The core advantage of Douyin in-feed advertising lies in its efficient reach and precise marketing. With the vast user base of the Douyin platform, advertisers can easily reach a large number of potential customers, achieving brand exposure and product promotion. At the same time, combined with the intelligent recommendation algorithm of the Douyin platform, advertisers can make precise advertisements based on user interests and behavioral habits, improving the pertinence and conversion rate of the advertisement. In addition, Douyin in-feed ads also support a variety of display forms, such as small images, large images, group images, etc., meeting the creative needs of different advertisers.

Successful Case

Liby Group is a typical case of the successful application of Douyin in-feed advertising. Liby Group, through the president’s live broadcast debut, combined with the efficient reach and precise marketing advantages of Douyin in-feed advertising, successfully started a long-term live broadcast cooperation with Douyin and built a small shop ecosystem. According to statistics, the total number of live broadcast views exceeded 3 million, with 103,000 new fans added, and the highest number of people online at the same time reached 99,000. This successful case fully demonstrates the huge potential of Douyin in-feed advertising in brand promotion and user growth.

Source of featured image: Photo by Solen Feyissa on Unsplash

Categories
Ads Regulations and Restrictions

China Tourism and Travel Industry Advertising Qualification Details

In today’s booming global tourism and travel industry, for overseas brands, entering the Chinese market, which is full of opportunities and challenges, means not only bringing unique travel experiences and high-quality services but also following and deeply understanding the industry’s advertising and marketing standards. This guide aims to provide a detailed set of advertising qualification details for overseas brands looking to expand into the Chinese tourism market.

Tourism Bureau – Overseas

Industry Description

Tourism administrative units or tourism management departments outside mainland China.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Tourism Bureau – Domestic

Industry Description

Administrative units of tourism in various provinces, cities, and autonomous regions within mainland China.

Industry Qualifications

“Unified Social Credit Code Certificate”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Photo by Robert von Oliva on Unsplash

Hotels – Domestic

Industry Description

Commercial places within mainland China that provide accommodation and meals for travelers.

Industry Qualifications

“Special Industry License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

Yes, a “Individual Business License” is required.

Hotels – Overseas

Industry Description

Commercial places outside mainland China that provide accommodation and meals for travelers.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Car Rental Services – Overseas

Industry Description

Business entities providing vehicle rental services (without drivers) at locations outside mainland China.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Car Rental Services – Domestic

Industry Description

Business entities providing vehicle rental services (without drivers) at locations within mainland China.

Industry Qualifications

None

Business Scope Qualifications

For car rental services in Shanxi Province, Jiangsu Province, Fujian Province, and Shijiazhuang City, a “Car Rental Business License” is required.

For car rental services in Beijing City, Zhejiang Province, and Xinjiang Uyghur Autonomous Region, a “Car Rental Business Record Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Railway Transport

Industry Description

Business entities providing inter-city railway passenger transport services, including high-speed rail transport, inter-city rail transport, urban underground rail transport, and regular railway passenger transport, including their own ticket sales.

Industry Qualifications

“Railway Transport License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Road Transport

Industry Description

Business entities providing passenger transport services on all roads, including their own ticketing services.

Industry Qualifications

“Road Transport Operating License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Photo by Rimjhim Agrawal on Unsplash

Passenger Water Transport

Industry Description

Business entities providing various water transport services primarily for passenger transport, which can be divided into maritime passenger transport, inland river passenger transport, and passenger ferry transport, including their own ticket sales.

Industry Qualifications

“Domestic Waterway Transport Business License” or a license certificate stamped by the relevant local transportation department.

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Air Transport

Industry Description

Business entities providing air transport services primarily for passenger transport, covering their own ticketing activities.

Industry Qualifications

“Public Air Transport Enterprise Business License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Travel Service Platforms

Industry Description

Online platforms providing various urban car travel services (such as quick rides, exclusive rides, carpooling, and driving services) and shared bicycle travel services (excluding car manufacturer-operated travel platforms, such as T3 Travel).

Industry Qualifications

“Network Car Booking Business License”

Record certificate of internet information services from the provincial communication authority.

Business Scope Qualifications

For taxi services, a “Road Transport Business License” or “Taxi Business Qualification Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Travel Information and Ticket Reservation Platforms

Industry Description

Online comprehensive platforms providing various railway, road, ferry, and air travel-related services, including metro ticketing and ride code tools.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business)

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Mainly includes Tencent News, Tencent Video, Q-series traffic, WeChat traffic, Youliang Hui, etc., with specific traffic available subject to actual advertising placement.

Personal Account Opening

No

Scenic Spots

Industry Description

Operators of scenic spots and related ticket service providers, such as natural and cultural scenic areas, cultural heritage sites, etc.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

OTA Platforms

Industry Description

Business entities operating online comprehensive travel reservation platforms and travel information, strategy content platforms.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business)

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Camping Services

Industry Description

Business entities providing camping facilities (such as tents and other equipment) and camping site services.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Photo by Pauline Lu on Unsplash

Countryside Tours and Cultural Towns

Industry Description

Business entities that develop tourism services around the geographical culture and industrial resources of rural areas or characteristic towns.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Resort Areas

Industry Description

Operators of comprehensive tourist areas that integrate rest, play, and entertainment, as well as related ticket service providers.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For hotel accommodations, a “Special Industry License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Theme Parks

Industry Description

Providers of tourism services and related ticket services that offer a tourism experience dominated by a theme, along with different landscapes and facilities.

Industry Qualifications

None

Business Scope Qualifications

For domestic entertainment venues, an “Entertainment Business License” is required.

For hotel accommodations, a “Special Industry License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Zoos and Botanical Gardens

Industry Description

Operators of places that are open to the public for the exhibition of wild animals and plants, as well as providers of ticketing services.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Overseas Scenic Spots

Industry Description

Operators of scenic spots and related ticket service providers outside mainland China, such as natural and cultural scenic areas, cultural heritage sites, etc.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Study Tours and Sightseeing Activities

Industry Description

Business entities that provide sightseeing activities that combine play and learning mainly for school students.

Industry Qualifications

“Travel Agency Business License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Cruise Ships

Industry Description

Business entities that provide cruise ships for entertainment sailing, which generally combine transportation, accommodation, restaurants, and entertainment.

Industry Qualifications

“Waterway Transport License”

Business Scope Qualifications

For international shipping services, an “International Shipping Business License” or “International Liner Transport Qualification Registration Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Photo by Gianluca Cinnante on Unsplash

Travel Agencies

Industry Description

Business entities that provide services such as handling entry and exit and visa procedures for tourists, soliciting and receiving tourists, and arranging accommodation and meals for tourists.

Industry Qualifications

“Travel Agency Business License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Source of featured image: Photo by Ethan Hu on Unsplash

Categories
Topics

Deciphering China’s Mainstream Advertising Technologies

In the digital era, Advertising Technology (AdTech) has become the core driving force of the advertising industry, reshaping the advertising market landscape at an unprecedented rate. It greatly enhances the efficiency and precision of advertising delivery and promotes the digital transformation of the advertising industry. This article will delve into the principles of AdTech, provide a detailed analysis of China’s mainstream advertising technologies and their corresponding tools, and offer strategic advice for advertisers on selecting the right advertising technology tools.

Principles of Implementation

The implementation of AdTech is rooted in the deep integration of big data, artificial intelligence, and automation technologies. Its essence lies in collecting and analyzing multi-dimensional, real-time user data to construct precise user profiles, thereby achieving personalized advertising delivery and performance optimization. This process can be roughly divided into the following key steps:

  • Data Collection: User behavior data on the Internet is collected using various methods, including cookie tracking, device ID recognition, social media login information, etc., covering browsing history, search records, purchase behavior, and more.
  • Data Processing and Analysis: Raw data is transformed into valuable insights through data cleaning, integration, and modeling, involving advanced analytical techniques such as data anonymization, user segmentation, and interest prediction.
  • Target Audience Positioning: Based on user profiles, algorithmic models identify potential audience groups that meet the needs of advertisers, achieving precise advertising delivery.
  • Real-Time Bidding (RTB): On the advertising trading platform (AdExchange), DSPs and SSPs compete for advertising display opportunities through a real-time bidding mechanism. DSPs automatically bid for suitable ad spaces based on the budget and target audience set by the advertiser.
  • Ad Display and Performance Tracking: After the ad content is accurately delivered to the target audience, the system continuously tracks key indicators such as ad display frequency, click-through rate, conversion rate, etc., to evaluate the ad performance and adjust the delivery strategy accordingly.

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Overview of Mainstream Advertising Technologies and Corresponding Tools in China

With the vigorous development of the digital economy in China, advertising technology has shown a trend of diversification. Here is an overview of China’s mainstream advertising technologies and their corresponding tools:

  • Programmatic Buying Platforms provide comprehensive solutions for programmatic buying, supporting advertisers to deliver ads through RTB or Private Marketplace (PMP), and optimizing the allocation of advertising resources. Representative platforms include Tencent Advertising, Alimama, Baidu Marketing, and YOYI TECH.
  • Data Management Platform (DMP) tools focus on data collection, integration, and management, offering advertisers a wealth of data tags and in-depth analytical capabilities to aid in precise marketing. Representative service providers include Sensors Data, Umeng+, Getui, and YOYI TECH.
  • Demand-side Platform (DSP) tools allow advertisers to manage their advertising budgets autonomously, set delivery strategies, and adjust the delivery effects in real-time to enhance the ROI of advertising. Representative service providers include YOYI TECH.
  • Supply-side Platform (SSP) tools represent the media side, integrating and optimizing their own and third-party advertising resources, offering advertisers a variety of ad space choices, and improving ad fill rates and revenue. Representative service providers include Mango TV Advertising Platform, Youku Advertising Platform, and Toutiao Advertising Platform.
  • Advertising Trading Platform (AdExchange) tools act as the hub of the advertising market, connecting advertisers, DSPs, SSPs, and other participants, achieving real-time transactions and dynamic pricing of ad spaces. Representative service providers include Tencent Advertising Trading Platform, Baidu Phoenix Nest, and Alimama Taobao Alliance.
  • Customer Relationship Management (CRM) tools not only help businesses manage customer information but also enhance customer experience and promote sales conversion and loyalty through data analysis. Representative service providers include Salesforce, Facishare, and Kingdee Cloud.
  • Marketing Automation (MA) tools can automate tasks such as email marketing, social media posting, and customer journey management, significantly improving marketing efficiency and outcomes. Representative MA tools for the consumer goods market in China include LinkFlow and Convertlab.
  • Content and Creative Generation Technology uses natural language processing, image recognition, and other technologies to automatically generate advertising copy and design materials, improving creative output efficiency. Youyi Technology’s Compass has AI creative production and copywriting capabilities, helping advertisers reduce manpower and enhance creative efficiency.

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How Advertisers Choose the Right Advertising Technology Tools

When selecting AdTech or MarTech tools, advertisers should think carefully to ensure that the chosen tools can maximize the realization of their marketing goals. Here are detailed expansions on the five considerations mentioned above to enhance their persuasiveness and practicality:

  • Precise Target Audience Positioning: Understand the audience thoroughly by defining their characteristics such as age, gender, geographic location, interests, and purchase behavior. Obtain detailed audience information through market research and user profile construction.
  • Tool Matching Degree: Based on the characteristics of the target audience, advertisers should choose AdTech or MarTech tools that can accurately identify and reach these audiences. For example, if the target audience is mainly active on social media, choosing a tool with strong social media advertising capabilities would be more appropriate.
  • Comprehensive Assessment of Data Capabilities: Evaluate the tool’s data collection channels, data storage and cleaning, integration capabilities, and advanced data analysis techniques and algorithms to ensure data quality and security.
  • Smoothness of Technology Integration: Understand the tool’s compatibility with existing systems, the richness of API interfaces, and the support and training provided by the supplier.
  • In-depth Analysis of Cost-effectiveness: Clarify the initial investment, long-term costs, and ROI assessment of the tool to choose a cost-effective solution.

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As technology continues to advance, China’s AdTech will continue to evolve, providing brands with more intelligent and personalized marketing solutions. Enterprises should seize the opportunities of digital transformation and use these technologies to optimize marketing strategies, enhance brand influence, and improve market competitiveness.

Source of featured image: Photo by Jason Mavrommatis on Unsplash

Categories
Media

Introduction to Chinese Media and Advertising Media

The rapid development of information technology has brought about an unprecedented transformation in China’s media and advertising media industry. From traditional newspapers, magazines, radio, and television to emerging digital media, social media, and short video platforms, the diverse forms of media offer a broad space for information dissemination and advertising promotion. This article aims to help readers understand the development history of Chinese media, the current situation, and the diversity and application of advertising media.

I. The Development History of Chinese Media

In the era of traditional media, newspapers, magazines, radio, and television played a significant role in information dissemination and social supervision. Newspapers, as the earliest form of print media, carried the function of guiding public opinion and social education. Their advertisements were favored by advertisers for their wide dissemination, high authority, and credibility. Magazines attracted a specific audience with their in-depth professional content and exquisite printing, with advertisements that were highly targeted and had good preservation. Radio media, using sound as a means of communication, had the advantages of immediacy, extensiveness, and cost-effectiveness, especially in the era of information scarcity, becoming the main channel for obtaining information. Television, which started in the 1950s, gradually became the main way for family entertainment and information acquisition. Its advertisements were intuitive, vivid, and highly infectious, and with technological progress, the forms of television media have become richer.

Entering the 21st century, new media rapidly rose and changed the media landscape. Internet media broke through geographical restrictions, achieving global information dissemination, with its advertisements being precisely targeted, highly interactive, and trackable. Mobile media, with the popularity of smartphones, became the main channel for obtaining information, with mobile advertisements being convenient, personalized, and immediate, favored by advertisers. Social media such as Weibo, WeChat, and TikTok, through user-generated content and social networks, formed a strong dissemination power, with advertisements achieving precise targeting and efficient communication through user data and behavioral analysis.

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II. The Diversity of Chinese Advertising Media

  1. Traditional Advertising Media
  • Newspaper Advertising: Newspaper advertisements play an important role in brand promotion and product publicity due to their wide dissemination, high authority, and reading rates. Newspaper advertisements come in various forms, including display ads, soft articles, and classified ads. With the popularity of the internet, the rise of electronic newspapers and newspaper apps has diversified the channels for newspaper advertising.
  • Magazine Advertising: Magazine advertisements have a high influence in specific fields with their exquisite printing, professional content, and clear audience positioning. They usually use color printing and high-quality images to vividly display product features and brand images. Additionally, magazine advertisements have good preservation, facilitating readers to read and spread repeatedly.
  • Radio Advertising: Radio advertisements spread through sound and can cover a wide audience. They have relatively low production costs and are not limited by geography, suitable for national or regional advertising. Moreover, radio advertisements have a strong emotional appeal, stimulating listeners’ desire to purchase.
  • Television Advertising: With its intuitive, vivid, and highly infectious characteristics, television advertising has become an important means for advertisers to promote products and shape brands. Television advertisements come in various forms, including narrative ads, product demonstration ads, and celebrity endorsement ads. With the popularity of high-definition and smart TVs, the production level and dissemination effect of television advertisements continue to improve.

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  1. Emerging Advertising Media
  • Internet Advertising: Internet advertising, with its precise targeting, strong interactivity, and trackable effects, has become a new favorite for advertisers. It includes various forms such as search ads, display ads, video ads, and social media ads. Through big data analysis and AI technology, internet advertising can achieve personalized recommendations and precise marketing.
  • Mobile Advertising: Relying on mobile devices like smartphones, mobile advertising achieves immediacy, convenience, and personalization of advertisements. It includes various forms such as app splash ads, feed ads, and native ads. Through user behavior analysis and geolocation technology, mobile advertising can achieve more precise targeting and higher conversion rates.
  • Social Media Advertising: Social media advertising leverages the user data and behavioral analysis technology of social platforms to achieve precise targeting and efficient dissemination. It includes various forms such as Moments ads, Weibo ads, and TikTok ads. Through social networks and user-generated content (UGC), social media advertising can create a strong word-of-mouth effect and user stickiness.
  • Short Video and Live Streaming Advertising: As emerging content forms, short videos, and live streaming have rapidly risen in recent years and are loved by users. Short video platforms like TikTok and Kuaishou attract user attention through short video content and insert advertisements or engage in brand cooperation. Live streaming advertising guides viewers to purchase products or pay attention to brands through the real-time interaction and promotion of the host. With their vivid, intuitive, and highly interactive characteristics, short video and live-streaming advertising have become a new channel for advertisers to promote products and shape brands.

III. Application Practice of Chinese Media and Advertising Media

  1. Media Convergence and Cross-industry Collaboration

With the in-depth development of media convergence, the boundaries between traditional and new media are becoming increasingly blurred. Media organizations continuously enhance their communication power and influence through cross-industry collaboration and resource integration. For example, TV stations collaborate with video websites to launch online dramas and variety shows; newspapers collaborate with social media to conduct online interactive activities. These cross-industry collaborations not only enrich the forms of media content expression and dissemination channels but also provide advertisers with more advertising options.

  1. Data-driven and Precision Marketing

The rise of big data and artificial intelligence technologies has brought revolutionary changes to the application of advertising media. By collecting and analyzing user data and behavioral characteristics, advertisers can achieve precise targeting and personalized recommendations. For instance, e-commerce platforms analyze users’ purchase history and browsing behavior data to recommend related products and coupons; social media platforms achieve precise targeting and efficient dissemination of advertisements through user profiling technology.

  1. Content Marketing and Brand Building

Content marketing has become one of the important means of modern advertising marketing. By producing high-quality and valuable content to attract user attention and participation, advertisers can achieve dual goals of brand building and product promotion. For example, brands attract user attention and interaction by releasing interesting short videos, writing in-depth articles, or holding online events; at the same time, they expand brand influence through user sharing and word-of-mouth on social media platforms.

Photo by C D-X on Unsplash

The Chinese media and advertising media industry is in a period of rapid development and transformation. The integration of traditional media with new media and cross-industry collaboration is becoming a trend; big data and artificial intelligence technologies have brought revolutionary changes to the application of advertising media; content marketing and brand building have become the focus of advertisers. Understanding the development history and current situation of Chinese media and the diversity and application practice of advertising media is of great significance. It is hoped that this article can provide some reference and help for advertisers.

Source of featured image:  Photo by Namroud Gorguis on Unsplash

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