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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

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

Categories
China Marketing DMP

China-Middle East Outbound Travel Insights & Opportunities

China’s outbound travel market is set for a full recovery by 2025 after years of turbulence caused by the pandemic. According to Future Market Insights, the number of outbound Chinese travelers is projected to reach 155 million in 2025, returning to pre-pandemic levels.

This recovery is not just about numbers; significant shifts in consumer preferences and destination choices also accompany it. While the Middle East and North Africa (MENA) region is not yet among the top 20 destinations for Chinese travelers (according to Travel Weekly Asia), data from niche markets suggests a growing demand. China Daily reports that flights from China to Saudi Arabia increased by 130% year-over-year in 2024, signaling a transformation of the Middle East from a niche destination to a high-potential market.

The Rise of the Middle East: Policy Incentives & Consumption Upgrades

Currently, the Middle East accounts for just 2.1% of China’s outbound travel market (Statista), but its rapid growth trajectory is undeniable. Qunar’s 2024 travel data reveals that Chinese bookings for Middle Eastern destinations have surged, with the UAE experiencing a 62% increase in overall bookings. Abu Dhabi and Dubai, in particular, recorded significant growth, at 72% and 61%, respectively. This surge is driven by two key factors: first, visa facilitation and increased flight connectivity, making the region more accessible; second, the rising demand among China’s high-net-worth travelers for immersive experiences that blend cultural uniqueness with luxury. The Middle East is transitioning from a business stopover to a premium tourism hub that combines high-end services with cultural exploration.

2024 Growth Landscape: Business Travel, FIT, and Air Connectivity

Structural shifts in China’s outbound travel to the Middle East are becoming increasingly evident. In the business sector, the number of Chinese corporate travelers to the region has been steadily increasing since February 2023. According to China Daily, the number of Chinese exhibitors participating in Middle Eastern international trade shows in 2024 has doubled compared to pre-pandemic levels in 2019, making the region a crucial hub for corporate globalization. At the same time, air travel capacity has significantly expanded, injecting new momentum into market growth. Direct flights between China and Saudi Arabia have increased by 130% year-over-year, while carriers such as Emirates and Qatar Airways have launched new routes connecting Beijing and Shanghai with Dubai and Doha, greatly improving accessibility.

The rise of social media and digital services has also profoundly reshaped the travel decision-making process. According to Fastdata’s 2024 China Outbound Travel Industry Trend Report, social media is now the primary channel through which Chinese consumers discover travel ideas, with Douyin, Xiaohongshu, and WeChat ranking as the top three platforms. The proliferation of short videos, live-streaming commerce, and influencer-driven content has enabled travelers to access tourism information through diverse online channels, making trip planning more flexible and fueling the growth of independent travel.

China’s free independent travelers (FITs) are redefining the way the outbound tourism industry operates. A significant number of travelers now complete all bookings—accommodation, transportation, and attraction tickets—online before departure. For OTAs, travel agencies, airlines, hotels, attractions, and car rental companies, adapting to the growing preference for independent travel among Chinese consumers presents new business opportunities in the outbound tourism sector.

Consumer Insights: Segmented Needs Create Precision Marketing Opportunities

From a demographic perspective, China’s travelers exhibit a distinct “dumbbell-shaped” age distribution. According to YOYI TECH’s DMP data, travelers aged 30 to 39 account for 34% of the market, making them the primary spending group. The 25 to 29 age group represents 15%, while those aged 40 to 44 account for 19%, illustrating the coexistence of demand from both affluent middle-aged travelers and young explorers. Geographically, more than 50% of outbound travelers come from Tier-1 and Tier-2 cities, further reinforcing their strong spending power.

To effectively cater to these travelers, tourism businesses should focus on three core strategies. First, developing differentiated travel products tailored to distinct customer segments, such as investment tours and golf networking packages for business travelers or cultural workshops combined with must-visit social media hotspots for younger tourists. Second, enhancing service customization by addressing the shortage of Chinese-speaking tour guides and introducing localized Middle Eastern cuisine adapted to Chinese palates. Third, strengthening digital marketing strategies by leveraging platforms like Douyin and Alipay, using live-streaming promotions and exclusive discount campaigns to boost conversion rates.

Future Outlook: Building a Closed-Loop Ecosystem & Unlocking Market Value

The Middle Eastern tourism sector is entering a positive feedback loop, driven by policy liberalization, increasing demand, and the gradual improvement of tourism infrastructure. With large-scale projects such as Saudi Arabia’s NEOM “Future City” and Oman’s ecotourism development zones, opportunities for Chinese businesses are expanding. To capture this emerging market, companies should focus on three key areas:

  • Deep integration of resources: Collaborate with local hotels and shopping malls to develop exclusive travel packages, enhancing profitability.
  • Creating full-service travel bundles: Offer “flights + visa + hotel + shopping discounts” in a seamless one-stop package to increase per-customer spending.
  • Data-driven precision marketing: Utilize DMP systems to identify the distinct needs of high-net-worth individuals and Gen Z travelers, enabling targeted marketing strategies.

The Middle East is not only a critical region in China’s Belt and Road Initiative but also a testing ground for the transition of China’s outbound travel sector from volume-driven expansion to high-value market penetration. Companies that successfully integrate cultural experiences with digital transformation will gain a long-term competitive advantage in this rapidly evolving travel landscape.

Feature image is photoed by Fredrik Öhlander on Unsplash

Categories
China Marketing Customer Portfolio

The Era of China’s Senior-Citizen Economy Has Arrived

2024 marks the year when China’s Senior-Citizen Economy begins to manifest on a large societal scale, from the perspectives of policy, economy, society, etc.

Policy Factors

Three major policies were introduced, placing the elderly population in a strategically important position in China’s economic and social development:

  • The Chinese government released its first policy document explicitly titled “Senior-Citizen Economy” – Opinions on Developing the Senior-Citizen Economy to Enhance the Well-Being of the Elderly.
  • Official guidelines on rural elderly care services were issued for the first time nationwide.
  • The State Council approved a gradual delay in the statutory retirement age, marking the official decline of China’s demographic dividend, with the senior generation expected to occupy an important position in production and consumption in the coming decades.

Economic Evidence

According to predictions by the China Aging Science Research Center, the scale of China’s Senior-Citizen economy in 2024 is approximately 7 trillion yuan, accounting for about 6% of GDP. By 2035, this figure is expected to grow to 30 trillion yuan, accounting for about 10% of GDP.

Social Environment

By the end of 2023, China’s population aged 60 and above was close to 297 million, accounting for 21.1% of the total population, while the population aged 65 and above was approximately 217 million, accounting for 15.4% (data from the National Bureau of Statistics of China). According to estimates from the UN World Population Prospects 2022, the proportion of China’s population aged 65 and above will reach 21% by 2034 and double to 42.2% by 2085.

On social media, posts about “energetic elders,” “gadgets to entertain seniors,” and “senior-citizen economy entrepreneurial projects” are gaining traction. The economy towards the elderly has already become a sunrise industry in the Chinese market.

Notes about energetic elders and senior-citizen economy on RedNote, Collected by YOYI TECH

This large-scale, fast-growing population is not just a number but individuals with needs and aspirations who must be recognized by society and brands. Drawing from various data points, we attempt to get closer to China’s nearly 300 million elderly, understanding their pain points and needs.

What Do They Look Like?

Different cultures shape different lifestyles, and Chinese seniors differ from their foreign counterparts. China emphasizes the concept of “filial piety” and “four generations under one roof,” where parents and children support each other to jointly cope with life’s challenges. According to the 2024 Survey Report on Elderly Living and Consumption conducted by the government of Qinghai, Sichuan, and Chongqing, among nearly 19,000 surveyed seniors, only 13.44% live alone or in elderly care institutions, while the rest live with spouses, children, or other relatives.

Residence Status of the Elderly in China, the Government of Qinghai, Sichuan, and Chongqing

Therefore, decision-makers in the senior-citizen economy must not only focus on the elderly themselves but also consider their spouses, children, and grandchildren as indirect decision-makers.

On this family-oriented foundation, the elderly in China are undergoing new changes in income levels, generational context, life concepts, and consumption psychology: shifting focus from children to themselves, prioritizing quality consumption over low prices, moving from rejecting technology to embracing it, and transitioning from pursuing ordinary lives to boldly chasing dreams.

Consequently, the profiles of the new elders are more diverse. Beyond the “nest guardians” who “help children in any way possible,” there are:

  • “Knowledge seekers” who aim to learn properly and thoroughly.
  • “Lohas seniors” who live joyfully and spontaneously.
  • “Disciplined seniors” who live with a regular rhythm, enjoying freedom through self-discipline.

With such diversity among the elderly population in China, new demands and opportunities are emerging.

Where Do the Opportunities Rest?

China’s elders represent a “differentiated” market with unique demands. According to the 2024 Senior-Citizen Health Economy Trends and Outlook report by the elderly economy service platform AgeClub, the markets for senior milk powder, adult diapers, elderly footwear, and hearing aids grew by 1x to 4x between 2019 and 2022.

Market Scales of 4 Typical Products for the Elderly

By integrating two dimensions – the “importance of the category” and “level of consumer spending” – the report identified three categories that today’s elders deem necessary and are willing to spend on: nutrition and food, health and sports, and travel.

Market Importance of Consumer Goods for the Elderly

Drawing inspiration from Japan’s aging society a decade ago, which shares similar demographic characteristics with today’s China, potential future categories may include:

  • Food and dining
  • Travel and leisure
  • Entertainment
  • Delivery services
  • Interest-based learning
  • Apparel and daily goods
  • Recreational sports
  • Other niche services (e.g., matchmaking services and senior-friendly mobile phones)

A noteworthy trend is that the elder generation is breaking away from the “social clock,” with consumption scenarios increasingly reflecting youthful preferences.

A survey by JingDong Consumption and Industry Development Research Institute compared 500 elder individuals with 500 younger individuals and found overlaps in consumer behavior, sports preferences, travel destinations, skincare habits, and mental wellness.

  • Sports Preferences: Walking, hiking, badminton, and cycling are popular among both groups.
  • Travel Preferences: Both prefer local travel, enjoying City Walks, City Rides, hiking, and mountain retreats in autumn for activities like camping, meditation, and spiritual exploration.
  • Fashion: Both groups favor activewear, modern Chinese styles, and Hanfu. Relaxing colors such as gray, beige, and brown are universally liked.
  • Skincare: Both prioritize maintaining skin health, focusing on sun protection, cleaning, and anti-aging.
  • Reading: Popular categories overlap, including travel guides, bestsellers, psychology books, and literature.

According to TV shopping company Happigo’s 2024 data, elder consumers have high demand and growth in:

Health Products:

  • Nutritional items (e.g., flaxseed oil, krill oil, camel milk powder).
  • Health aids (e.g., pain relief patches, foot bath bags).
  • Medical devices (e.g., blood glucose monitors, pulse oximeters).
  • Health services (e.g., records management, genetic testing, traditional Chinese medicine).

Everyday Needs:

  • Notable growth in beauty and fashion-related items. Demand for reading glasses, for instance, has shifted from purely functional to trendy, with seniors now seeking fashionable designs to match different outfits.

How to Reach the Elderly Group in China?

Driven by the digital wave, the elder generation is embracing the internet and becoming “trendy surfers” actively engaging online. According to the 2024 Senior-Citizen Health Economy Trends and Outlook report, as of June 2024, the number of internet users aged 60 and above reached 371 million, making up 15.6% of total internet users, with an internet penetration rate of 57.5%. Seniors are spending increasing time online, enjoying the convenience and entertainment it brings, just like younger generations.

How the Elderly Get Information about Eldercare Services

According to the 2024 Survey Report on Elderly Living and Consumption, seniors access information on elderly services through three primary channels:

  • Social tools like WeChat group chats and Moments.
  • Traditional media like television, radio, and newspapers.
  • Social platforms like Douyin (TikTok in China) and Kuaishou.

Number of Elder Users on Video Mobile Apps (September 2024)

Like younger generations, seniors enjoy short-form and easily digestible content, such as short videos and mini-dramas. Data from QuestMobile’s TRUTH Chinese Mobile Internet Database shows that, as of September 2024, seniors are more active on short video platforms like Douyin and Kuaishou than on other platforms.

Moreover, according to data disclosed by Xiaohongshu in January, as of the end of 2024, its monthly active users aged 60 and above exceeded 30 million. Over the past two years, the number of senior creators on Xiaohongshu has tripled, with over 100 million notes published. Xiaohongshu has even introduced a senior-friendly usage guide featuring enlarged text, detailed instructions, and 1:1 interface illustrations.

The Elder Generation as a Core Consumer Group

China’s population aged 60 and above will grow significantly in the coming decades, making it an indispensable force in the country’s social and economic fabric. Brands are already planning for this demographic shift, building a “second growth curve” in China. Examples include:

  • The baby care industry launching senior milk powder and diapers.
  • The banking and insurance sectors introducing elderly pensions and critical illness coverage.
  • The personal care, beauty, healthcare, and nutrition industries early on tapping into the elderly market.

YOYI TECH has developed an intelligent omnichannel marketing platform over more than a decade of technical upgrades and product refinement. With experience serving 1,000+ domestic and international brands, YOYI TECH has established a mature market expansion approach, helping 80% of Fortune Global 500 companies enter and thrive in the Chinese market with ease and effectiveness. To customize your marketing strategy towards Chinese senior citizens, feel free to contact us.

Source of featured image: Photo by Mark Hang Fung So on Unsplash

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Content-Marketing Growth Marketing

REDnote Marketing 101 Guide for Foreign Brands

REDnote marketing, also known as Little Red Book marketing, is a unique approach that leverages the social commerce platform REDnote to connect with Chinese consumers. This platform combines social media and e-commerce, allowing brands to engage users through authentic content and community-driven interactions. Here’s how to effectively implement Xiaohongshu marketing strategies.

Overview of REDnote

REDnote has over 200 million monthly active users, primarily young, affluent consumers keen on lifestyle products, beauty, fashion, and travel experiences. The platform is particularly popular among women, with about 67% of its user base being female. It emphasizes user-generated content (UGC), where users share product reviews, experiences, and recommendations.

Key Strategies for REDnote Marketing

  1. Content Creation and Management
    • Engaging and Authentic Content: Focus on creating visually appealing and relatable content that resonates with the audience. Users prefer genuine stories over overly promotional messages. Brands should showcase their products in real-life scenarios or through storytelling to build emotional connections.
    • Utilize Visuals: Incorporate high-quality images and videos in posts to capture attention. REDnote allows users to enhance their content with filters and editing tools, making it essential for brands to invest in professional visuals.
  2. Influencer Collaborations
    • Partner with KOLs (Key Opinion Leaders): Collaborating with influencers who align with your brand values can significantly enhance visibility and credibility. KOLs have established trust with their followers and can effectively promote products through authentic endorsements.
    • Live Streaming Events: Leverage live-streaming features on REDnote where KOLs can demonstrate products in real-time, answer questions, and engage directly with viewers. This format has proven effective for driving immediate sales.
  3. Community Engagement
    • Foster Interaction: Encourage users to engage with your brand by asking questions or prompting discussions in your posts. Responding to comments and engaging with user-generated content helps build a community around your brand.
    • User-Generated Content Campaigns: Initiate campaigns that invite users to share their experiences with your products. This not only increases brand visibility but also enhances authenticity through peer recommendations.
  4. E-Commerce Integration
    • Utilize Product Tagging: Take advantage of the REDnote product tagging feature that links posts directly to product listings on the platform’s e-commerce section. This facilitates easy access for users to purchase products they are interested in.
    • Brand Store Setup: Establish a brand store within REDnote to create a dedicated space for your products, allowing users to browse and shop directly from your brand.
  5. SEO Optimization
    • Optimize Content for Search: Use relevant keywords in your posts to improve discoverability within the platform’s search function. Understanding trending topics and integrating them into your content can help attract more viewers.
  6. Paid Advertising
    • Explore Paid Ads: While organic reach is crucial, consider allocating part of your budget for paid advertising on REDnote to amplify visibility. Use native ads that blend seamlessly with user-generated content for better engagement.
    • Balance Organic and Paid Content: Ensure a healthy mix of organic posts that build trust alongside paid promotions that drive immediate traffic.
  7. Analytics and Performance Tracking
    • Monitor Campaign Performance: Utilize REDnote analytics tools to track engagement metrics such as likes, shares, comments, and conversion rates. Analyzing this data helps refine strategies and improve future campaigns.
    • Adapt Based on Insights: Be responsive to the data collected; adjust your content strategy based on what resonates most with your audience.

Conclusion

REDnote marketing offers a powerful avenue for brands looking to penetrate the Chinese market through authentic engagement and community-driven commerce. By focusing on quality content creation, leveraging influencer partnerships, fostering community interaction, integrating e-commerce features, optimizing search, utilizing paid advertising wisely, and continuously analyzing performance metrics, brands can effectively connect with Chinese consumers and drive growth on this dynamic platform.

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China Marketing Marketing

What are the main differences between Baidu and WeChat ad platforms

Baidu and WeChat are two of the most significant advertising platforms in China, each offering distinct features and advantages. Here’s a comparison highlighting their main differences:

1. Advertising Model

  • Baidu: Operates primarily on a Pay-Per-Click (PPC) model, similar to Google Ads. Advertisers pay each time a user clicks on their ad, making it suitable for direct response campaigns where tracking ROI is crucial. The ads are keyword-driven, allowing advertisers to target users based on specific search queries .
  • WeChat: Utilizes a PUSH marketing approach, where ads are integrated into users’ feeds and other content. This includes formats like Moments Ads, which appear alongside user posts, and various interactive ad types. While WeChat also offers CPC options, the focus is more on brand awareness and engagement rather than direct conversions .

2. Targeting Capabilities

  • Baidu: Offers extensive targeting options based on search queries, demographics, and user behavior. Advertisers can refine their audience targeting using keywords that align with user intent, making it effective for capturing users actively searching for products or services .
  • WeChat: Provides precise targeting based on location, age, gender, interests, and device type. This allows brands to reach specific demographics effectively but relies more on user engagement and content interaction rather than search intent .

3. Ad Formats

  • Baidu: Supports various ad formats including text ads, display ads, and multimedia ads. The customizable nature of these formats allows advertisers to choose the one that best fits their campaign goals .
  • WeChat: Features a diverse range of ad formats such as Moments Ads, banner ads, video ads, and interactive content. This versatility allows brands to tailor their advertising strategies to different marketing objectives and audience preferences .

4. User Engagement

  • Baidu: Primarily captures users who are in a search mindset; thus, engagement is often driven by the relevance of the search results and ads shown. It’s effective for generating leads from users actively looking for information .
  • WeChat: Engages users through social interactions and content sharing. The platform’s integration with messaging and social networking features encourages higher engagement rates as users interact with content from friends and brands alike .

5. Analytics and Insights

  • Baidu: Provides comprehensive analytics tools that help advertisers track performance metrics such as click-through rates (CTR), conversion rates, and ROI. This data-driven approach is essential for optimizing campaigns over time .
  • WeChat: Also offers analytics but focuses more on engagement metrics like shares, comments, and interactions with content. This insight helps brands understand how well they resonate with their audience but may not provide as granular data on direct conversions .

Conclusion

In summary, Baidu is best suited for advertisers focused on capturing active search traffic through PPC campaigns aimed at immediate conversions. In contrast, WeChat excels in building brand awareness and engaging users within a social context through diverse ad formats and targeted content strategies. The choice between the two platforms should depend on the specific marketing objectives of the brand—whether they prioritize direct response or brand engagement.

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AdTech Digital Marketing Marketing

101 of YOYI TECH programmatic advertising

Yoyi Tech, through its programmatic advertising platform, offers a range of features and capabilities that position it as a leader in the Chinese digital advertising landscape. Here are the key aspects of Yoyi Tech’s programmatic advertising:

Key Features of Yoyi Tech’s Programmatic Advertising

1. Comprehensive Audience Targeting

Yoyi Tech specializes in precision targeting technology, allowing advertisers to reach specific audience segments based on various criteria, including demographics, interests, and behaviors. This capability enhances the effectiveness of ad campaigns by ensuring that ads are shown to the most relevant users .

2. Integration of Online and Offline Data

Yoyi’s platform integrates multi-channel data, combining online and offline consumer interactions. This holistic view enables brands to maximize their return on investment (ROI) by understanding customer behavior across different touchpoints .

3. Rich Ad Formats

The platform supports a variety of ad formats, including display, video, and mobile ads. This versatility allows advertisers to choose the most effective format for their target audience and campaign objectives .

4. Real-Time Optimization

Yoyi Tech employs advanced algorithms for real-time optimization of ad placements and bidding strategies. This ensures that campaigns can adapt quickly to changing market conditions and user behaviors, improving overall performance .

5. Cross-Screen Capability

Yoyi’s programmatic platform enables cross-screen audience targeting, allowing advertisers to engage consumers across multiple devices—desktop, mobile, and smart TVs—enhancing brand impact and engagement .

6. Data Management Platform (DMP) Integration

The platform integrates with data management systems to leverage first-party and third-party data for improved targeting and personalization. This integration helps advertisers make data-driven decisions that enhance campaign effectiveness .

7. Access to Extensive Inventory

Yoyi Tech claims to reach up to 80% of China’s media inventory, providing advertisers with a broad range of opportunities to place their ads across various publishers and platforms .

8. Dynamic Creative Optimization

Yoyi utilizes AI capabilities for dynamic creative optimization, allowing advertisers to tailor ad content in real-time based on audience interactions and preferences. This feature helps maintain user interest and improves engagement rates .

Yoyi Tech’s programmatic advertising solutions are characterized by advanced targeting capabilities, integration of comprehensive data sources, real-time optimization features, and a wide array of ad formats. These elements collectively enhance the effectiveness of advertising campaigns in China’s competitive digital landscape, making Yoyi Tech a significant player in the programmatic advertising space.

How does YOYI’s dataset contribute to the development of programmatic advertising models

Yoyi’s dataset plays a crucial role in the development of programmatic advertising models by providing rich, actionable insights that enhance targeting, optimization, and overall campaign effectiveness. Here are the key contributions of Yoyi’s dataset to programmatic advertising:

1. Comprehensive Audience Insights

Yoyi’s extensive dataset includes demographic, behavioral, and psychographic information, which allows advertisers to build detailed audience profiles. This data enables precise targeting, ensuring that ads reach the most relevant users based on their interests and behaviors .

2. Data Integration Across Channels

Yoyi integrates online and offline data sources, creating a unified view of customer interactions across multiple touchpoints. This holistic approach allows for better understanding of the customer journey, enhancing the ability to tailor advertising strategies effectively .

3. Dynamic Audience Segmentation

The platform utilizes advanced algorithms to segment audiences dynamically based on real-time data. This capability ensures that advertisers can adjust their targeting strategies quickly in response to changing consumer behaviors and market conditions .

4. Predictive Analytics

Yoyi employs machine learning techniques to analyze historical data and predict future customer behaviors. By identifying patterns such as purchase propensity and churn risk, advertisers can prioritize high-value segments in their campaigns, optimizing ad spend for maximum impact .

5. Real-Time Optimization

With access to real-time data, Yoyi’s programmatic models can continuously optimize ad placements and bidding strategies. This responsiveness helps improve campaign performance by ensuring that ads are served at the right time and context .

6. Enhanced Creative Personalization

The dataset supports dynamic creative optimization, allowing advertisers to tailor ad content based on audience insights. This personalization increases engagement rates by delivering relevant messages that resonate with specific user segments .

7. Multi-Touch Attribution

Yoyi’s platform enables multi-touch attribution analysis, helping advertisers understand the effectiveness of various touchpoints throughout the customer journey. This insight allows for better allocation of advertising budgets across channels based on performance metrics .

Conclusion

Overall, Yoyi’s dataset significantly enhances the capabilities of programmatic advertising models by providing deep insights into audience behavior, enabling real-time adjustments, and fostering personalized ad experiences. These features collectively contribute to more effective advertising strategies that drive engagement and conversions in a competitive market like China.

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AdTech China Marketing Digital Marketing DSP Marketing Products

How do short video platforms like Douyin and Kuaishou influence video programmatic advertising

Short video platforms like Douyin and Kuaishou have significantly influenced video programmatic advertising in China through various mechanisms that enhance user engagement and drive advertising effectiveness. Here are the key ways these platforms impact the landscape:

1. Massive and Engaged User Base

Both Douyin and Kuaishou boast substantial daily active users—over 400 million for Douyin and around 300 million for Kuaishou. This vast audience provides advertisers with extensive reach, allowing brands to target diverse demographics effectively. The high engagement levels on these platforms mean that ads are more likely to be viewed and interacted with compared to traditional media channels .

2. Content-Driven Advertising

Douyin and Kuaishou prioritize creative, entertaining, and authentic content. Advertisers can create video ads that blend seamlessly with user-generated content, making them less intrusive and more appealing to viewers. This approach enhances user experience, as ads that resonate with the platform’s culture tend to perform better in terms of engagement .

3. Advanced Targeting Options

Both platforms utilize sophisticated algorithms to analyze user behavior and preferences, enabling advertisers to deploy advanced targeting strategies. Advertisers can reach niche audiences based on interests, browsing habits, and demographic information, ensuring that their messages are relevant and timely . This precision targeting is crucial in a competitive advertising environment.

4. Integration with E-Commerce

Kuaishou has made significant strides in integrating e-commerce features into its platform, allowing users to purchase products directly during video streams. This capability enhances the effectiveness of video programmatic advertising by providing a seamless shopping experience that can lead to higher conversion rates. Douyin is also developing similar functionalities, making it easier for brands to convert views into sales .

5. Interactive Ad Formats

The platforms offer various interactive ad formats, such as live-streaming ads and branded challenges, which encourage user participation and engagement. For instance, live-streaming on Kuaishou fosters a sense of community and connection between hosts and viewers, which can lead to higher trust and increased sales conversions .

6. Real-Time Feedback and Analytics

Advertisers benefit from real-time analytics provided by these platforms, allowing them to monitor campaign performance closely. This data-driven approach enables brands to adjust their strategies quickly based on viewer interactions and preferences, optimizing ad spend and improving overall effectiveness .

7. Cultural Relevance

Both Douyin and Kuaishou reflect cultural trends and consumer interests in China. Advertisers who align their messaging with current trends or popular content on these platforms can enhance their brand’s relevance and appeal, leading to better engagement outcomes .

In summary, Douyin and Kuaishou significantly shape video programmatic advertising in China by providing vast audiences, promoting creative content integration, enabling advanced targeting options, facilitating e-commerce interactions, offering interactive formats, delivering real-time analytics, and fostering cultural relevance. These factors collectively enhance the effectiveness of advertising campaigns on these platforms.

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AdTech China Marketing Digital Marketing DSP Marketing Products

What are the key factors driving the popularity of video programmatic advertising in China

The popularity of video programmatic advertising in China is driven by several key factors that reflect the unique characteristics of the market and consumer behavior. Here are the main drivers:

1. Rapid Growth of Mobile Internet Users

China has seen a dramatic increase in mobile internet users, reaching over 829 million. This growth has shifted content consumption predominantly to mobile devices, making video ads particularly effective as they align with how users engage with media on their smartphones and tablets .

2. Rising Demand for Video Content

Video content consumption is surging in China, with platforms like Douyin (TikTok) and Kuaishou leading the way. As users increasingly prefer video over other formats, advertisers are adapting by investing more in video programmatic advertising to capture audience attention effectively .

3. Enhanced Targeting Capabilities

AI-driven programmatic advertising allows for precise audience targeting based on user data and behaviors. This capability enables advertisers to deliver relevant video ads to specific demographics, increasing engagement and conversion rates .

4. Cost-Effectiveness and Efficiency

Programmatic buying automates the ad purchasing process, reducing costs and improving efficiency. Advertisers can optimize their budgets by targeting specific audiences without the inefficiencies associated with traditional media buying methods . This efficiency is particularly appealing in a competitive market.

5. Integration with E-Commerce

The rise of live e-commerce and shoppable video ads has created new opportunities for advertisers. Platforms often allow users to purchase products directly while watching videos, enhancing user engagement and driving sales simultaneously . This seamless integration between content and commerce is a significant factor in the growth of video programmatic advertising.

6. Improved User Experience

Video ads can be more engaging than static formats, providing richer storytelling opportunities that resonate with viewers. The ability to create immersive experiences helps brands connect emotionally with their audience, leading to higher retention and engagement rates .

7. Innovative Ad Formats

The development of interactive and innovative ad formats, such as augmented reality (AR) and virtual reality (VR) experiences within video ads, has also contributed to their popularity. These formats capture user interest more effectively than traditional ads .

8. Support from Major Platforms

Dominant players like Baidu, Alibaba, and Tencent have developed their own programmatic advertising technologies, providing robust infrastructure for video programmatic buying. Their extensive reach ensures that advertisers can access large audiences through targeted video campaigns .

In summary, the combination of a growing mobile user base, increasing demand for video content, advanced targeting capabilities, cost-effectiveness, integration with e-commerce, and support from major platforms are all key factors driving the popularity of video programmatic advertising in China.

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AdTech China Marketing Digital Marketing DSP Marketing Products

How does AI-driven programmatic advertising improve user engagement in China

AI-driven programmatic advertising significantly enhances user engagement in China through several innovative strategies and technologies. Here are the key ways in which it achieves this:

1. Personalized Advertising Experiences

AI enables advertisers to analyze vast amounts of user data, allowing for highly personalized marketing messages tailored to individual preferences and behaviors. This personalization increases the relevance of ads, making users more likely to engage with the content. For instance, platforms like Alibaba utilize AI to recommend products based on users’ browsing history and purchasing patterns, leading to higher engagement rates .

2. Dynamic Content Optimization

AI-driven programmatic advertising allows for real-time adjustments to ad content based on user interactions. This means that if an ad is not performing well, it can be modified on-the-fly to better suit the audience’s preferences. This responsiveness keeps the content fresh and engaging, reducing ad fatigue among users .

3. Contextual Targeting

By leveraging AI, advertisers can deliver ads that are contextually relevant to the content being consumed by users. This method ensures that ads appear in environments where they are most likely to resonate with the audience, such as video ads on platforms like Douyin (TikTok) or Youku. Contextual relevance enhances user engagement by aligning ads with user interests at the moment they are consuming related content .

4. Enhanced User Insights

AI tools provide deeper insights into consumer behavior and preferences, enabling advertisers to refine their targeting strategies continuously. By understanding what drives user engagement, brands can create more compelling campaigns that resonate with their target audiences, ultimately leading to higher interaction rates .

5. Interactive and Engaging Formats

AI facilitates the creation of interactive ad formats that engage users more effectively than traditional static ads. For example, AI scene marketing platforms can integrate brand exposure directly into video content, allowing for seamless interactions where users can purchase products while watching videos. This immersive experience significantly boosts user engagement .

6. Efficient Retargeting Strategies

AI-driven programmatic advertising excels in retargeting users who have previously interacted with a brand but did not convert. By serving tailored ads based on past behaviors, advertisers can re-engage potential customers effectively, enhancing conversion rates and overall engagement .

7. Utilization of Rich Media

The rise of video content consumption in China makes programmatic video advertising particularly effective. AI helps optimize video ads for specific audiences and contexts, ensuring that they capture attention and encourage interaction. As users increasingly engage with video content on platforms like Kuaishou and Douyin, this strategy becomes crucial for maintaining high engagement levels

In summary, AI-driven programmatic advertising improves user engagement in China by delivering personalized, relevant, and interactive experiences that resonate with consumers’ interests and behaviors. This approach not only enhances the effectiveness of advertising campaigns but also fosters stronger connections between brands and their audiences.
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AdTech China Marketing Digital Marketing DSP Marketing Products

Why need AI-Driven programmatic advertising in China

AI-driven programmatic advertising is increasingly essential in China for several reasons, reflecting the unique challenges and opportunities within the market. Here are the key factors that highlight the need for this approach:

1. Efficiency and Cost-Effectiveness

Programmatic advertising automates the buying and selling of ad space through AI and machine learning, significantly reducing the time and resources required compared to traditional advertising methods. This efficiency translates into lower costs for advertisers, allowing them to allocate their budgets more effectively across various channels .

2. Enhanced Targeting Capabilities

With the vast amount of data available in China, AI-driven programmatic advertising enables precise audience targeting. Advertisers can segment audiences based on demographics, behaviors, interests, and contextual factors, ensuring that ads reach the most relevant users. This capability helps improve engagement rates and return on investment (ROI) .

3. Adaptation to Mobile Consumption Trends

China has a massive mobile user base, with over 829 million mobile internet users consuming content primarily through their smartphones. Programmatic advertising is particularly effective in this environment, allowing advertisers to deliver targeted ads on mobile platforms where consumer attention is concentrated .

4. Dynamic Content Optimization

AI technologies enable real-time adjustments to ad content and placements based on performance data. This dynamic optimization means that advertisers can quickly respond to changing consumer behaviors and preferences, enhancing the effectiveness of their campaigns .

5. Improved User Experience

AI-driven advertising can enhance user experience by reducing irrelevant ads and improving ad relevance. By analyzing user data, AI can help deliver personalized content that resonates with individual consumers, leading to higher engagement and satisfaction.

6. Integration with Emerging Technologies

The integration of AI with other technologies such as blockchain, augmented reality (AR), and virtual reality (VR) is beginning to reshape advertising in China. These innovations allow for more immersive and interactive ad experiences, which can capture consumer interest more effectively than traditional formats .

7. Data-Driven Insights

AI facilitates advanced analytics that provide advertisers with deeper insights into campaign performance and consumer behavior. These insights allow for better decision-making and strategy adjustments, ultimately improving campaign outcomes .

8. Competitive Advantage

As competition intensifies in the Chinese market, leveraging AI-driven programmatic advertising can provide brands with a significant edge over competitors who rely on traditional methods. The ability to adapt quickly to market changes and consumer preferences is crucial in a fast-paced environment

In summary, AI-driven programmatic advertising addresses many of the pain points faced by advertisers in China today, including inefficiencies in traditional models, the need for precise targeting, and the demand for engaging content tailored to mobile users. As the digital landscape continues to evolve, adopting these advanced technologies will be essential for brands aiming to succeed in this dynamic market.

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AdTech China Marketing Digital Marketing DSP Marketing Products

What specific targeting options does Yoyi DSP offer for niche audiences

Yoyi DSP offers a range of specific targeting options designed to help advertisers effectively reach niche audiences. Here are the key targeting features available:

1. Behavioral Targeting

Yoyi DSP allows advertisers to target users based on their online behaviors, such as browsing history, engagement with previous ads, and interaction with specific content. This enables brands to reach audiences who have shown interest in similar products or services.

2. Demographic Targeting

Advertisers can define their target audience based on demographic factors like age, gender, income level, and education. This granular approach helps in reaching specific segments that are most likely to convert.

3. Interest-Based Targeting

Yoyi DSP enables targeting based on user interests and preferences. Advertisers can create segments around particular hobbies, lifestyles, or topics that resonate with their niche offerings.

4. Contextual Targeting

This feature allows ads to be displayed on websites or within content that is contextually relevant to the advertised product. For example, an ad for outdoor gear can appear on travel blogs or adventure-related content, ensuring it reaches an audience likely to be interested.

5. Geographic Targeting

Advertisers can focus on specific geographic areas to reach local audiences or regions where their products are most relevant. This is particularly useful for businesses that cater to localized markets.

6. Retargeting Options

Yoyi DSP provides robust retargeting capabilities, allowing advertisers to reconnect with users who have previously interacted with their brand but did not convert. This includes serving ads to users who visited a website or engaged with a specific product.

7. Custom Audiences

Advertisers can create custom audience segments using first-party data from their own customer databases. This allows for highly tailored campaigns that align closely with existing customer profiles.

8. Lookalike Audiences

Yoyi DSP can identify and target new users who share similar characteristics and behaviors with existing customers. This expands the reach while maintaining relevance to the niche market.These targeting options make Yoyi DSP a powerful tool for advertisers aiming to connect with niche audiences effectively, enhancing engagement and conversion rates through precise and relevant ad placements.

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AdTech China Marketing Digital Marketing DSP Marketing Products

What unique features does Yoyi DSP offer compared to iPinYou

Yoyi DSP and iPinYou are two prominent demand-side platforms (DSPs) in China, each with unique features that cater to different aspects of digital advertising. Here’s a comparison highlighting their distinctive offerings:

Unique Features of Yoyi DSP

  1. Data Management Platform (Data Bank):
    • Yoyi DSP has developed a comprehensive Data Bank that allows clients to collect and analyze first-party data from various campaigns. This platform provides insights into consumer behavior, enabling advertisers to optimize their strategies effectively
  2. Integrated Ad Formats:
    • Yoyi offers a unified platform that integrates multiple ad formats, including display, video, and mobile ads. This allows advertisers to manage all their campaigns from a single interface, streamlining the process and improving efficiency.
  3. Focus on Full Funnel Tracking:
    • Yoyi emphasizes tracking the entire consumer journey, from ad exposure to conversion. This capability helps advertisers understand the effectiveness of their campaigns at various stages and adjust strategies accordingly.
  4. Advanced Audience Targeting:
    • Utilizing AI-driven algorithms, Yoyi DSP provides sophisticated audience segmentation and targeting capabilities. This enhances the precision of ad placements and improves overall campaign performance.
  5. Historical Data Utilization:
    • Yoyi leverages historical data for predictive analytics, allowing advertisers to make informed decisions based on past campaign performances and trends.

Unique Features of iPinYou

  1. Strong RTB Technology:
    • iPinYou is known for its robust real-time bidding (RTB) capabilities, which allow for quick and efficient bidding processes on ad impressions across various platforms.
  2. Dynamic Creative Optimization:
    • iPinYou focuses on dynamic creative optimization, enabling advertisers to tailor their ads in real-time based on audience interactions and preferences. This feature enhances engagement by delivering more relevant ad content.
  3. Extensive Audience Profiling:
    • The platform provides advanced audience profiling tools that help advertisers identify and target specific consumer segments effectively. This enhances the effectiveness of campaigns by reaching the right audiences.
  4. Partnerships for Enhanced Inventory Access:
    • iPinYou has established partnerships with various publishers and ad exchanges, giving it access to a broad inventory of ad placements, which is crucial for maximizing reach and effectiveness.
  5. Multi-dimensional Reporting:
    • The platform offers comprehensive reporting features that provide insights into campaign performance across multiple dimensions, allowing for better optimization and strategy adjustments.

Summary

While both Yoyi DSP and iPinYou offer valuable services in the digital advertising space, Yoyi stands out with its integrated Data Bank and full funnel tracking capabilities, making it particularly strong in data utilization and campaign management. In contrast, iPinYou excels in real-time bidding technology and dynamic creative optimization, focusing on delivering highly relevant ads through extensive audience profiling. Each platform has its strengths tailored to different advertising needs within the Chinese market.

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AdTech China Marketing Digital Marketing DSP Marketing Products

Top 5 AI-Driven DSP in China

Here are five notable AI-driven demand-side platforms (DSPs) in China, including Yoyi DSP, which exemplifies the integration of artificial intelligence in digital advertising:

1. Yoyi DSP

Yoyi DSP is a leading platform that utilizes AI algorithms for programmatic advertising. It focuses on optimizing ad placements and targeting through data analysis, helping advertisers reach their desired audiences effectively. Yoyi DSP’s machine learning capabilities enhance campaign performance by continuously learning from user interactions.

2. Baidu DSP

Baidu’s DSP leverages its extensive search and user data to optimize advertising campaigns. The platform employs AI for precise audience segmentation and real-time ad placement adjustments, ensuring high engagement rates and maximizing return on investment for advertisers.

3. Alibaba DSP

Alibaba’s advertising platform integrates AI to analyze consumer behavior across its vast ecosystem, including e-commerce and cloud services. This allows for targeted advertising that resonates with specific demographics, utilizing machine learning to refine campaign strategies dynamically.

4. Tencent DSP

Tencent’s DSP benefits from its social media networks, such as WeChat and QQ, to deliver highly personalized ads. The platform uses AI to analyze user interactions and preferences, enabling advertisers to create more relevant and engaging campaigns.

5. Kuaishou DSP

Kuaishou, known for its short-video content, employs AI-driven analytics to optimize video ad placements. The platform analyzes viewer behavior and trends to deliver personalized ads that align with user interests, significantly improving ad effectiveness.These platforms illustrate the growing trend of AI integration in digital advertising in China, enhancing targeting precision and overall campaign performance.

How does Yoyi DSP compare to other leading AI-driven DSP companies in China

Yoyi DSP is a prominent player in China’s demand-side platform (DSP) market, but it faces stiff competition from several other leading companies. Here’s a comparison of Yoyi DSP with some of its key competitors:

Yoyi DSP Overview

  • Founded: 2007
  • Focus: Specializes in precision targeting technology and internet marketing services.
  • Capabilities: Offers both impression-based and performance-based advertising solutions. It has developed a robust network of top publishers in China and utilizes AI for audience targeting and campaign optimization.
  • Unique Features: Yoyi has integrated multiple ad formats (video, mobile, display) into a unified system and launched a data management platform (Data Bank) to enhance data utilization for advertisers.

Comparison with Other Leading DSPs

Feature/Company Yoyi DSP iPinYou Tencent DSP Alibaba DSP Kuaishou DSP
Founded 2007 2008 1998 1999 2011
Market Position Major player in China Largest DSP in China Strong presence in social media Significant in e-commerce Emerging player in video ads
Technology RTB, AI-driven targeting Advanced RTB technology, cloud computing, audience profiling
2
 AI for social media targeting AI for cross-platform solutions AI for video ad optimization
Client Base Over 300 top brands Serves over 200 brands Extensive user base via WeChat Extensive e-commerce partnerships Focused on short-video content
Ad Formats Video, mobile, display Primarily display ads Social media ads E-commerce ads Short videos
Data Management Data Bank for first-party data Proprietary audience profiling Strong data integration capabilities Comprehensive data analytics Limited data capabilities

Key Insights

  • Market Leadership: iPinYou is recognized as the largest DSP in China, leveraging advanced real-time bidding (RTB) technologies and extensive audience profiling capabilities. This positions it as a formidable competitor to Yoyi
  • Integration with Social Media: Tencent’s DSP benefits from its integration with social media platforms like WeChat, allowing it to deliver highly personalized ads based on user interactions. This gives Tencent an edge in consumer engagement.
  • E-commerce Focus: Alibaba’s DSP excels in leveraging its vast e-commerce ecosystem to provide targeted advertising solutions that are particularly effective for retail brands. This specialization contrasts with Yoyi’s broader focus on various ad formats.
  • Video Advertising Growth: Kuaishou is rapidly emerging as a strong competitor by focusing on video advertising, capitalizing on the popularity of short-form video content among users. This niche may attract advertisers looking to engage younger audiences effectively.

In summary, while Yoyi DSP is a significant player with strong technological capabilities and a diverse client base, it contends with well-established competitors like iPinYou, Tencent, Alibaba, and Kuaishou, each leveraging unique strengths in the rapidly evolving digital advertising landscape in China.

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