Chinese social media
An introduction to the major Chinese platforms and the New Zealand apps they compare to — plus the key shopping and tourism referral sites.
Social & messaging
Instant messaging app and the fastest-growing mobile social platform, with 930 million users. Also used as a business CRM tool. Because people talk with real-life friends and family, it's seen as a highly trusted channel.
China's largest instant messaging software, integrating mobile and desktop messaging. 850 million users.
The largest social network in China by active monthly accounts — used for personal journals and sharing travel and family photos. 640 million users.
An open public content platform, used for breaking news alerts and following celebrities.
The primary information source for mobile users and China's number one news platform.
Online video streaming with more than 100 million users.
Online music streaming with more than 100 million users.
A mobile payment solution trusted by Chinese mobile users.
For tourism operators
The main player in the market: a travel site with itineraries based on personal experience, often titled like "3 days in Queenstown", plus reader feedback, practical tips and accommodation and flight booking.
Contributors are ranked and the most-reviewed itineraries appear first. Content is organised by destination rather than activity, and some celebrities are paid to write itineraries.
We help tourism operators create itineraries that read as genuine experience rather than advertising — for example by hosting a Chinese writer with free services from local providers.
A newer Mafengwo-style platform owned by Alibaba, offering booking bonuses — especially on accommodation. Users' Alipay details are shared, so they can avoid paying accommodation deposits.
Content written for Mafengwo can be reused here. Uploading is free, but paying for top rankings may be needed in crowded destinations.
For exporters
Alibaba's Amazon-style consumer marketplace where sellers run their own shops, with built-in freight delivery. Sellers can pay to rank higher, though that isn't needed in less crowded categories.
Buyers sort by price, sales volume, free shipping and trust, and buyer points reward genuine, experienced buyers. Fake accounts and reviews — the "Water Army" — are common, and are also used to post bad reviews about competitors. Don't buy fake reviews!
A South Island marketing group run by Christchurch Airport has a Taobao store for South Island products.
Alibaba's premium business platform — think high-end shopping centre. It requires an established brand and a large annual fee.
Alibaba platforms account for 44% of online shopping in China.
Why us
Take action. Raise your game.
Book a 20-minute, no-obligation introduction call with Rachel by phone, Zoom or Teams. We'll talk through what you need and whether we're the right fit. If it's a good match, the next step is a complimentary one-hour strategy meeting.
