China Social
Media
Management
We manage your brand accounts, content, and influencer presence across all major Chinese platforms — from our team in Shanghai, reported in English.
China's social media has no overlap with anything you already know.
The platforms Chinese consumers use are completely separate, deeply integrated with e-commerce, and require native-language content produced by people who understand the culture. Managing them from a European or North American office does not work.
We run your Chinese social media from Shanghai — where the platforms are, the creators are, and the culture moves.
Six reasons Chinese social media requires a different approach
This is not a translation problem. It is a fundamentally different ecosystem, culture, and set of consumer behaviors.
A Completely Closed Ecosystem
Every Western platform is blocked. Chinese consumers use entirely different apps — apps that are deeply embedded in daily life in ways Instagram and Facebook are not. Your brand does not exist in China unless it has a presence on these platforms.
Social Media Is E-Commerce
On Little Red Book (Xiaohongshu) and Douyin, content links directly to product pages. Consumers discover, research, and buy in the same session. This is not brand building alongside commerce — content and commerce are inseparable.
Content Must Be Native
Translated marketing copy does not perform. Chinese consumers immediately recognize foreign-feeling content and scroll past it. Everything — copy, visuals, format, tone — must be created natively for each platform's culture.
Each Platform Has a Distinct Role
WeChat builds relationships. Little Red Book (Xiaohongshu) drives product discovery. Douyin generates awareness and impulse sales. Weibo handles PR and trends. Running the same content across all four is a waste of budget.
KOL Culture Is Central
Influencer endorsement is not a marketing tactic in China — it is how consumer trust is built. Without a network of creators posting about your brand, there is no credibility. Peer recommendation drives purchasing decisions more than advertising.
Search Happens Inside Social
Chinese consumers search for products on Little Red Book (Xiaohongshu) and Douyin — not on Baidu. If your brand has no presence on these platforms, it does not appear when potential customers are actively looking. Social presence is also search presence.
Where Chinese consumers spend their time
Each platform serves a different purpose in the consumer journey. We manage all four — and connect them into a coherent strategy.
China's most influential social commerce platform. Users search here before they search anywhere else — 200 million people every month look for product recommendations, reviews, and brand comparisons. If your brand isn't on Little Red Book, it effectively doesn't exist for a large segment of Chinese consumers.
- Monthly Users
- 350M+
- Core Demo
- Urban women, 18–35
- Content Format
- Photos & short video
- Role in Strategy
- Discovery & social proof
China's dominant short-video platform — not the same as TikTok. Douyin has 766 million daily active users and a fully integrated e-commerce system that generated ¥3.5 trillion in GMV last year. The algorithm pushes products to consumers who haven't searched for them. Content creates the demand.
- Daily Users
- 766M+
- Annual GMV
- ¥3.5 trillion
- Content Format
- Short video & livestream
- Role in Strategy
- Awareness & commerce
WeChat is China's operating system — messaging, payments, content, Mini Programs, and CRM in one app used by 1.4 billion people. It is the only platform where the audience you build belongs to you, not the algorithm. A customer who follows you on WeChat is reachable at near-zero cost indefinitely — unlike Tmall, where every interaction requires paid traffic.
- Monthly Users
- 1.4B+
- Mini Program Users
- 900M+
- Content Format
- Articles, video & Mini Programs
- Role in Strategy
- Retention & repeat revenue
China's open social platform — the closest equivalent to Twitter. With 591 million monthly users, Weibo is where brands enter the national conversation, run celebrity campaigns, and respond to trending topics in real time. It's also the most affordable platform for paid reach, making it the natural choice for awareness-stage campaigns.
- Monthly Users
- 591M+
- Daily Users
- 261M
- Content Format
- Posts, images & short video
- Role in Strategy
- Awareness & PR
Everything covered in our social media retainer
One retainer covers all platforms. Here is what we manage end-to-end.
Account Setup & Verification
Official account registration, Blue V and brand verification, profile configuration, and platform-specific compliance documentation. We handle all paperwork in Chinese.
Native Content Production
Copywriting, graphic design, short video scripting and editing — all created natively in Chinese for each platform's culture and algorithm. Not translated. Not repurposed.
KOL & KOC Campaign Management
Influencer sourcing, vetting, briefing, contract negotiation, and performance tracking. All creators are verified for audience authenticity before engagement.
Paid Advertising
Campaign setup and optimization across all platform ad systems — Ocean Engine, Spotlight Ads, Fan Tunnel, and WeChat Moments Ads. Budget management and A/B testing included.
Community & CRM Management
Comment monitoring, direct message handling, WeChat group moderation, and Enterprise WeChat CRM workflows. We maintain your brand voice in real time across all platforms.
Monthly Reporting in English
Transparent performance reports covering follower growth, engagement, reach, ad spend efficiency, and cross-platform impact. All delivered in English with clear recommendations.
From onboarding to ongoing management
Here's what the engagement looks like from the moment you sign to the first full quarter of operations.
You don't need a full China market entry project to work with us on social media.
Many of our social media clients already have a China presence — a distributor, a Tmall store run by another party, or an existing e-commerce operation. They come to us because their social media is being neglected or managed by an agency that doesn't understand the platforms. We work alongside your existing setup.
You have a distributor
Your distributor handles operations. We handle social media. A clean separation — and we make sure your brand is represented correctly on platforms your distributor isn't managing.
You have a Tmall store
Tmall traffic needs to come from somewhere. We build the social media presence that drives consumers to your store — content on Little Red Book (Xiaohongshu), Douyin, and Weibo that creates the demand your Tmall listing then converts.
You're just starting
Social media is often the right first step in China — before committing to a full Tmall setup. Building a presence on Little Red Book (Xiaohongshu) and Weibo costs a fraction of launching a Tmall store and tells you whether there's real appetite for your brand.
What makes our social media management different
How we actually create content for Chinese social media
Every piece of content we publish is created natively in Chinese by our Shanghai team — not translated, not adapted from your English materials. We research what's trending on each platform, write copy that fits the culture and format, design visuals that feel native, and publish on a schedule that matches when your target audience is active.
This is what makes our social media management work: we don't just post — we produce content that performs because it's built for the platform from the ground up. We've been doing this since 2013, and it's the reason brands trust us with their Chinese presence.
Read the Full Article →Frequently asked questions
Tell us about your brand, your current China situation, and your goals. We'll assess which platforms make sense, what approach fits your budget, and whether social media alone is the right starting point or part of something bigger.
