Advertising in China: Finding the Best Strategies This 2026

Last Updated on July 17, 2026

Online advertising is among the fastest and most effective strategies to reach more of your target audience. 

While China does have a unique digital ecosystem and stringent web content laws, the rapid growth of e-commerce in the country is a clear opportunity for foreign businesses to pursue expanding in its consumer market.  

When you advertise in China, there are three critical factors to remember: the digital landscape is fragmented, China is dominated by mobile, and Chinese consumers change their preferences quickly.

Here are some insights you need to know if you want to launch successful advertising in China.

 

Market Overview of Digital Advertising in China

Traditional advertising methods have significantly declined. As of 2025, 86.5% of advertising in China is online, with ads appearing on search engines, popular social media platforms, and other digital channels. With the growing number of online consumers, industry experts expect this share to reach 90% by 2027. 

Today’s modern shoppers are more digitally engaged than before. In China, 884 million consumers shop online. This growth has led many businesses to exert more effort into making their offerings more visible online. 

 

 

China currently has over 1.78 billion mobile phone subscriptions. Because of this, it’s not surprising that more than 70% of media ad revenue in the Chinese market goes through this medium. 

In 2023, social media accounted for 40.5% of the country’s digital ad spending, with a notable increase in investments directed towards social video sites. The increased advertising efforts on these platforms are mainly due to the continued reliance of Chinese audience segments on online feedback and reviews in their purchasing decisions.

 

How does online advertising work in China?

Since China’s advertising industry operates within a unique ecosystem and digital regulations, it’s crucial to determine what’s feasible and effective to launch for local campaigns. 

Always remember that the Chinese market is notably dynamic and trend-driven, underscoring the importance of thorough research before venturing to ensure the best ROI. 

Here are the elements of successful advertising campaigns in China that foreign companies should note:

 

• Adherence to China’s digital advertising laws
• Understanding CPC/CPM metrics for budget allocation strategies 
• Localized content catering to Chinese consumer preferences
• Mobile-first advertising content designs and formats
• Utilization of big data and analytics tools

 

 

Types of China Advertising Strategies For Foreign Brands

1.   Search Engine Advertising In China

 

 

If there’s one thing international businesses must know about Chinese consumers, it’s the reality that they’re savvy online shoppers who conduct research before purchasing a product.

This consumer behavior presents an opportunity for foreign companies to launch search engine ads and reach more consumers within the Chinese market. Here are some options advertisers can consider:

 

●     Baidu Advertising

Baidu remains the main platform for search engine advertising in China. It accounted for 47.44% of the country’s search engine market in June 2026, while the Baidu App recorded 679 million monthly active users in December 2025.

Baidu SEM places sponsored listings in response to relevant search queries. Effective campaigns require Chinese keyword research, intent-based ad groups, localised copy, relevant landing pages, controlled bidding, negative keywords, and reliable conversion tracking.

Advertisers must also prepare the required company documentation. Baidu verifies advertiser qualifications and reviews campaign materials before they can appear on the platform.

 

For branded searches, Baidu Brand Zone provides a large-format placement at the top of the results page. It can feature text, images, and video, making it more suitable for established brands with existing search demand.

For most foreign B2B brands, standard Baidu search campaigns should come first. Performance depends on how closely the keywords, ad messages, landing pages, and conversion goals reflect the user’s search intent.

 

MOXA Baidu SEM Case Study

As MOXA expanded its presence in China, Sekkei Digital Group restructured its Baidu SEM campaigns to improve visibility among technical B2B audiences and generate leads more efficiently.

Our team rebuilt the account structure, reorganized campaigns and ad groups, refined high-intent industrial and IIoT keywords, adjusted bids and budgets, aligned ads with relevant landing pages, and strengthened UTM and platform tracking.

The campaign delivered:

• 70% increase in total clicks
• 142% increase in click-through rate
• 115% increase in page views
• 25% reduction in cost per lead

The results demonstrate how stronger campaign structure, search-intent alignment, and performance tracking can improve engagement and lead-acquisition efficiency.

 

 

 

●     Haosou

Haosou is backed by Qihoo 360, one of China’s largest internet companies. It offers various services, including news, websites, images, videos, Q&A, images, music, and other services. 

 

 

With mobile advertising in mind, Haosou was revamped and now serves as a cheaper alternative for running promotional campaigns in China. Due to its security features, it is often used in the workplace and can be an ideal channel for B2B marketing.

 

●    Sogou

Sogou is a Tencent-owned search engine platform, which means it seamlessly integrates with QQ browsers and WeChat. While not as prominent as Baidu in China’s advertising market, it includes handy ad formats for various business needs. 

With its strategic partnerships with other platforms, advertising campaigns launched on Sogou have the potential to reach a broader audience. Its ad formats range from Sogou Pinyin Ads (PC & Mobile Banner) to Brand Zones.

 

 

●    Shenma

As a mobile-first platform, Shenma is an effective channel for launching advertising campaigns targeting China’s growing number of smartphone users. Consumers browse this platform for an average of 90 minutes, demonstrating user stickiness and consistent engagement. 

Beyond the typical Shenma paid search that allows your content to appear on top of organic search results, the platform also features a mobile brand zone and ads with an app download CTA button.

 

 

2.   Social Media Advertising in China

 

 

●     WeChat Ads

With a WeChat official account, brands can access diverse advertising formats that cater to different marketing objectives and target audiences. 

Marketers can create different ad formats that appear at different consumer touchpoints, such as Channels, built-in search results, or mini-programs. Each of these landscapes accommodates varying media types, so the user patterns are not as static as you’d think. 

 

 

These WeChat ads can take various forms, including image & text ads, video ads, basic card ads, card ads with options, and interactive ads. 

All official accounts on WeChat, including both Subscription and Service accounts, can use these ad formats to target specific audience groups. The targeting options can be based on various criteria such as location, age, gender, interests, device type, and phone network.

 

●     Little Red Book Ads

Often dubbed the “Chinese Instagram,” Little Red Book (Xiaohongshu) is a lifestyle app initially dedicated to social media users interested in beauty and fashion. Today, the app is an all-in-one go-to resource for all e-commerce needs.

And while the platform thrives on user-generated content, it also supports paid advertising options for the Chinese market. However, unlike with other apps, brands can choose only from a limited set of ad formats.

 

 

For example, Xiaohongshu’s pop-up advertisement formats appear when users open the app. Meanwhile, integrated ads blend along with the organic content within the platform.

 

●     Douyin Ads

For brands keen on expanding their digital footprint in the Chinese market, leveraging Douyin’s 755 million monthly active users is a great strategy to start with. The platform also provides a full range of highly targeted advertising options, from brand takeovers to in-feed and playable ads.

 

 

Foreign advertisers can choose between two paid ad delivery platforms integrated within Douyin: Dou+ and OceanEngine. Both options can help you run ads and provide different campaign analysis. 

The only difference is that OceanEngine is more geared towards e-commerce, while Dou+ is specifically designed for videos and livestreams. 

 

●     Weibo

Sina Weibo is a powerful platform for the Chinese advertising industry due to its extensive user base and its ability to effectively target both a brand’s followers and non-followers.

The diverse ad formats on Weibo cater to different marketing objectives, giving advertisers the flexibility to craft campaigns that resonate with their target audience in China.

 

 

Fan Tunnels, for instance, is a Weibo digital advertising tool that enables brands to promote posts or accounts to non-followers. It provides a cost-effective method for increasing brand visibility.

 

3.   Programmatic Advertising in China

 

 

The programmatic advertising landscape in China has seen gains in recent years. Baidu, Alibaba, and Tencent (BAT) play a role in China similar to that of Facebook and Google in America.

Each tech giant has formed its own closed ecosystem, taking around 90% of the programmatic advertising market share. Therefore, ad campaigns cannot be fully optimized due to each platform’s sharing restrictions.

This advertising type offers advanced targeting and access to some of the most desirable ad placements for foreign brands.

 

●     Baiyi Advertisements

This platform can enable your brand to run campaigns and reach consumers through PC, mobile, and television channels. Your brand can also leverage Baidu’s extensive network of 600,000 third-party websites and software providers.

Baiyi is an excellent choice for targeting desktop users because it lets you reach them based on interests, keywords, device type, and more.

 

Example of Baiyi ads on Baidu Tieba

 

●     Tencent Ads

Tencent Ads spans many platforms and is among China’s most popular ad networks. It can easily place ads, gather data on WeChat, QQ, Tencent News and Tencent Video, and offer deep insights into customers’ personalized demands.

 

 

These are some of the most popular social media networking apps, making Tencent ads a very attractive opportunity for a foreign brand to market their products and services.

 

●     Alimama

Alimama focuses a lot on e-commerce, but it’s widely known as a monetization platform. It accommodates all marketing needs for Alibaba products demanded by brands and retailers.

For example, it enables brands to place advertisements at the top of Taobao or T-mall searches. It also supports ad placements on various apps like Weibo, Netease, and IQiYi. Marketers can consider this platform if Alibaba-owned apps are part of their advertising strategy.

 

Example of ads at the top of search results on Taobao

 

4.   Livestream Advertising in China

As live-streaming became a standard medium for Key Opinion Leaders (KOLs) to connect with their followers, it became apparent that this marketing tool could help advertising campaigns better appeal to younger, tech-savvy Chinese consumers. 

As you know, KOLs influence the purchasing decisions of many Chinese consumers. Thanks to this, collaborating with these influencers via live-streaming channels will allow you to tap into their massive fan bases and generate real-time engagement with your brand’s potential audience.

 

Livestreaming advertising on Tmall, Douyin and Weibo

 

Through the strategic integration of live streaming and KOL partnerships, international brands can effectively captivate their target demographic, increase their brand visibility, and establish a lasting presence in the fiercely competitive Chinese advertising market.

 

How much does advertising cost in China?

Advertising costs in China depend on the platform, industry, audience, ad format, targeting criteria, and level of competition.

Baidu Search advertising generally uses a prepaid, pay-per-click model. However, the initial deposit, account-opening fees, and cost per click vary by industry, region, and account provider. The $1,000 top-up cost requirement does not apply to every advertiser.

Meanwhile, many ad campaigns on Chinese social media platforms support CPM, CPC, and automated bidding models. Advertisers set bids and budgets, but the final cost is determined by auction conditions and campaign performance.

Weibo publishes minimum bid levels ranging from $6 to $8 per CPM, and the ad spend for banner adverts on WeChat ranges from $22 to $26 per CPM. However, these should not be treated as average market prices, but as typical benchmarks only.

 

 

 

 

Digital Advertising Laws In China: How Does It Work?

The Chinese advertising law states that “absolute terms” include words such as “the most,” “the best,” and similar phrases. These exaggerated expressions are carefully regulated across advertising platforms to protect public welfare and prevent the spread of false or misleading content.

The relevant departments responsible for China’s advertising laws and regulations are aware of the vagueness of this regulation. Because of this, the penalties for illegal advertising conduct apply only in specific contexts that pose potential social harm or demonstrate an absolute intent to mislead consumers.

 

When Can You Use Absolute Terms?

Based on the new advertising law adjustments, any messaging with “absolute terms” is not prohibited as long as it’s published within the brand’s business premises, company website, or other mass media content not intended for selling.

As long as online media does not contain elements of advertising content, these laws and regulations won’t apply.

However, to prevent unfair competition, the People’s Republic of China requires every advertising publisher to demonstrate the credibility and authenticity of its messaging. If proven false, businesses can be penalized under other relevant laws.

 

Advertising Exceptions

The local advertisement law also permits the use of “absolute terms” under specific circumstances that do not directly reference the brand’s products and services. Here are the following circumstances that do not constitute violations or penalties:

• If absolute terms are added to convey the business goals, corporate cultures, and personal desires of the advertising operator
• If the phrases serve as an expression of a brand’s confidence in its service
• If the advertising activities do not refer to the quality of the products and services promoted by the brand
• If the terms are for comparing the products from the same company or brand
• If it only highlights the technical qualities of a product or service (e.g., shelf life, application)
• If certifications from national or industry standards accompany the absolute phrases
• If the absolute terms are included in the name of awards and recognitions
• If the advertisement contains factual details backed by statistics, revenues, or any business milestones

 

Specific Content Restrictions Based on Advertising Law

China has restrictions that largely align with those you see in the international business scene. As such, advertisers are expected to release campaigns only with accurately presented data and appropriate sources cited.

You must remember that the local regulatory body won’t encourage any competitive comparisons or mentions of criticisms of industry rivals.

The launched promotional campaign must clearly convey its purpose as commercial content and under no circumstances be disguised as news reports. Your online pop-up ads must have an easily accessible, visible close button that allows immediate dismissal with a single click.

Furthermore, the regulations specify several content types that are all forbidden in advertisements across ALL platforms:

• Misuse or impersonation of the country’s national flag, official anthem, cultural emblem, or military flags;
• Unauthorized utilization of the names and imagery of government organizations or their personnel;
• Any content that damages the dignity of China or discloses government secrets;
• Marketing materials that disrupt order or contradict social norms;
• Any content posing a risk to personal data privacy or threatening safety;
• Obscene, pornographic, gambling-related, superstitious, terroristic, or violent content;
• Discriminatory content based on ethnicity, race, religion, or gender;
• Content that encourages practices harmful to environmental, natural resource, or cultural heritage conservation;
• Any other content that is expressly prohibited by Chinese law.

 

What are the penalties for not following advertising regulations in China?

Suspected illegal advertising may be investigated by China’s market regulation authorities. Regulators can inspect business premises, question relevant parties, request supporting documents, review contracts and advertising materials, seize related items, and order the suspension of ads that may cause serious consequences.

Penalties depend on the type and severity of the violation. For certain lower-level offenses, fines may reach 100,000 RMB. For false advertising, advertisers may be ordered to stop publishing the ad, eliminate its impact, and pay a fine of three to five times the advertising cost.

For serious cases, or where there are three or more violations within two years, penalties can rise to five to ten times the advertising cost.

Authorities may also revoke the company’s business license, withdraw approval documents for advertising reviews, and refuse new advertising review applications for one year.

Medical, pharmaceutical, medical device, and health food advertising face stricter review requirements. If a medical institution commits a serious violation, health authorities may revoke its practice licenses and prevent it from operating within the local market ever again.

 

Your Digital Advertising Partner In China!

The facets of Chinese digital advertising are much more vast and interconnected than simply posting an ad on a platform. But you shouldn’t be deterred from exploring different channels and platforms as long as you understand each.

 

 

 

Ready to launch your digital advertising campaigns in China? Sekkei Digital Group has an experienced team capable of unlocking your brand’s full potential and success in this dynamic landscape. We offer comprehensive services, from planning strategic ad content and audience targeting to activation and optimization. We provide the digital solutions you need. Contact us today to learn more!