China Marketing glossary

This glossary is continuously being expanded. New trends, services and service providers around the possibilities of marketing in China are named and explained in this collection of terms.




Baidu is a company founded in Beijing in 2000. It operates the largest search engine in China and is now one of the five most visited websites in the world. A special feature is the possibility to search for MP3 files. Like Google, the company is financed by ads (SEM).




Taobao is an online sales platform managed by the Alibaba Group similar to Amazon, eBay and has been selling mainly to the Chinese-speaking population in Hong Kong, Taiwan, Macau and Mainland China since 2003.



Tencent QQ

Tencent QQ (formerly OICQ) is a free instant messaging service widely used in Asia. The domain is one of the ten most visited websites in the world.



Tencent Video 

Tencent Video is an online video platform founded in 2011 with popular content and professional media operations features. It is a comprehensive video content platform that combines popular television, variety entertainment, sporting events, news and information, providing users with a high-definition and video entertainment experience through various forms including PC, mobile and live TV products. Tencent Video was ranked 4th in 2018 for Chinese app downloads. As of September 30, 2018, Tencent had 82 million paid video members.



TikTok / Douyin

TikTok, also known as Douyin in China, is one of the fastest spreading mobile apps in the world and is the leading short video platform in Asia with the world's largest playback video community. Users can shoot short videos and stream them live. From the software launched in 2016, a video community has evolved with which mostly young people select songs, record a 15 second spot, design it and share it with their friends or supporters. This APP was introduced in the most important Android app stores and in the APP Store.




WeChat is the most popular social media app in China with over 1 billion registered users with the highest download numbers of apps in 2018 in China. Tencent has developed the chat tool to send voice messages, videos, images and text over the Internet. Features include multi-group chats as well as SMS, MMS, GIF, video calls and its own WeChat wallet for payment within the ecosystem. The WeChat software itself is free, and there is no charge for using the features. There are 486 Wechat articles published per second in China.

WeChat is also used in B2B for deals, signups, blogs and has a number of mini applications that allow users to use the partner services. Call a taxi, book appointments in hospitals, pay bills.




Weibo is a microblogging platform founded in 2009 by the Chinese Internet portal for social networking and the exchange of short messages in real time. Approximately 400 million users are currently active on Weibo. Features: Blending of blogging and social networking through posted, commented or forwarded content, consequences of people and organizations, private messenger service. Weibo also has some fun features, such as acquiring medals and adding applications. Weibo Square is the place to see them, and it is great fun to participate in microblogging activities.




Video platform founded in 2006 and operated by the Youku Group of Alibaba. Youku and Tudou are currently two major video platforms covering more than 580 million multi-screen terminals with a daily playback volume of 1.18 billion. Videos can be viewed via PC, TV and mobile phones. Both platforms are copyrighted, compatible, self channeled and support VR and live broadcasts. Youku covers memberships, games, payments, smart hardware, content production and announcements.

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