Insights topic · 7 pieces

China marketing platforms

Baidu, Xiaohongshu and Douyin marketing: how China's marketing platforms work — rules, audiences and ad buying — and how they differ from the West.

  1. China marketing platforms Guide China websites: should Baidu Tongji replace GA, and how to speed up a site hosted abroad Install both Baidu Tongji and GA on a China website: Baidu integrates Baidu ads data, while GA analyses better but is often disrupted in mainland China. No tool fixes slowness from overseas hosting; move servers, add a CDN and optimise the site. Boson Yang
  2. China marketing platforms Guide Is WeChat official account content worth it for B2B brands? It depends on focus and data Whether WeChat content works for B2B depends on focus and data. Give every piece a clear stage and target audience, then use SCRM to segment followers, score behaviour and trace sources, so content stops being guesswork. Boson Yang
  3. China marketing platforms Guide Should B2B brands do content marketing on Zhihu? Six signs it fits Zhihu can work for B2B brands, but not for all. Its value lies in search weight, education and reputation. Invest when you have solid expert content, your audience uses Zhihu or competitors are already visible there, and prepare properly. Boson Yang
  4. China marketing platforms Guide Baidu SEM for B2B: where the leads come from, winning over HQ, and the four phases Baidu is still China's largest search engine, but B2B brands mostly reach smaller companies there. To win over headquarters, compare SEM with what Google search does for them abroad, then run it in four phases and allow 2–4 weeks to open the account. Boson Yang
  5. China marketing platforms Tool tutorial Your Google Analytics is probably under-reporting. Here's how we fixed one in a day After a site relaunch, GA4 showed organic search down about 65% while Search Console showed only 20%. The cause was measurement, not marketing: a cookie banner blocking analytics by default, leftover tags and unfiltered internal traffic. Seven steps fixed it in one working day. Boson Yang
  6. China marketing platforms Guide A Guide to Baidu's Ecosystem: Search, Baike, Zhidao, Baijiahao and AI Search Baidu is still a key place where Chinese users actively look up brands, but it is far more than a search box. Baike, Zhidao, Baijiahao and the Baidu app together shape how a brand appears in results and AI answers, so manage them as one system. Boson Yang
  7. China marketing platforms Commentary Navigating China's Digital Landscape: Benoît Raoult's 2024 Perspective In 2024, Benoît Raoult argued that in a tougher Chinese market, return on investment drives digital decisions, and that brands must adapt tools, platforms and compliance to China's own ecosystem rather than copy what works in Europe. Cate Liu

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