They say that if you're not on social media you don't exist, and like it or not, this is true for most brands.


But if we talk about China, things get even more challenging:


❋ More than 1.4 billion people.

❋ Hundreds of thousands of brands competing to be known.

❋ A restricted internet policy due to the Chinese "Great Firewall".

❋ Social networks are different from those leading the rest of the world.

❋ A unique business culture in the world.


If you are starting or want to open a market in China, you should know that having a presence in their social media is a must.


In today's article we will tell you which are the four main ones, and the most important things you should know about each of them.


Ready? Let's get started!


The four main social networks in China are: WeChat, Weibo, Xiaohongshu and Douyin.


With more functionalities than Western ones, Chinese social networks are designed to keep users connected for as long as possible, driving interaction and purchases without leaving the platform.


As a user they can be addictive, but as a brand, it is the best way to reach your potential customers.




Wechat is the leading platform in terms of audience, with more than 1.2 billion monthly active users, including brands and companies.


The marketing opportunities WeChat offers to grow in China are huge, as it is the most widely used application by Chinese Iinternet users.


This platform offers functionalities for most aspects of users' daily lives such as:


✓ Messaging

✓ News

✓ Shopping 

✓ All types of tickets (events, shows, cinema, theater, sports, etc.)

✓ Hotel and restaurant reservations.

✓ Transportation tickets.

✓ Payment of invoices and fines.

✓ Medical appointments.

✓ And a long etcetera.


WeChat also allows you to create your own e-commerce within the same application.




  • Used by 83% of Chinese Iinternet users.
  • On average, users spend 35% of the total time spent on their cell phones on WeChat.
  • Broad audience profile with ages between from 20 to 70 years of age
  • 36% of users open WeChat more than 30 times a day
  • Its users spend an average of 66 minutes a day on it.
  • 34% of users use it more than 4 hours a day 


WeChat is a powerful tool that gives you visibility and access to millions of potential customers.



Weibo is a microblogging network, perfect for gaining authority and notoriety as a brand. More than 400 million companies have an account on this platform.


Its users use it to connect with friends, read news, discover brands, share experiences and check reviews.


If we compare it to western networks, it would be a hybrid between Facebook and Twitter but with more functionalities.




  • 600 million registered users.
  • 48% of the users are between 30 and 39 years old.
  • 43.7% of the public is female and 56.3% is male.
  • More than 60% of users consult this network before making a purchase.
  • Its flagship product is microblogging (short and concise publications).
  • Most of its revenues come from advertising and marketing. 
  • It is available for mobile and computer. (Although mobile devices represent 94% of Weibo's monthly active users).
  • Improve your positioning in Baidu (China's Google).
  • It allows segmenting audiences by multiple criteria such as age, gender, location, device, interests, followers or competitors.


Weibo is a powerful tool for your digital reputation, as it is the reference network for consulting opinions and allows you to turn your followers into ambassadors of your brand.




Translated as "Little Red Book.”


It's the Chinese Instagram, looking similar to Pinterest, designed to boost purchases through the platform. 


This network, with over 300 million users (mostly women 88%), is very powerful for engaging the youth market, increasing your visibility, driving online sales, and creating a closer brand connection with the consumer. 


Its main content is based on lifestyle, gastronomy, fashion and beauty.


Its operation is similar to Instagram but with more tools. Users share content, find their favorite brands and influencers, comment, shop and interact with other users.


KOL and influencers lead this network, and are the main strategy for brands and businesses to promote their products and services. 


Xiaohongshu has its own store and is connected to more than 30,000 websites. Users can purchase while browsing and interacting with publications.



  • More than 300 million users
  • 200 million monthly active users 
  • More than 140,000 registered brands
  • 450,000 new publications per day.
  • Young upper-middle class, with strong purchasing power.
  • Mostly female audience (almost 90%).  
  • 46 % of users are between 18 and 24 years old and 37% are between 25 and 34 years old.
  • 90 % of the users come from first- and second-tier cities in China.





It is the Chinese TikTok, in fact it is the original. This social network was born in China and later sold to the rest of the world under the name of TikTok.


Douyin is the leading platform among Generation Z, with an audience open to commercial content and millions of views. 


The profile of its audience is a very young, affluent audience, mostly residing in first and second tier cities such as Beijing or Shanghai.


It is the leading application in the short video format in China. Cradle of Influencers and Key Opinion Leaders (KOL).


Its audience is the most open to commercial content.




  • More than 550 million active users. 
  • 90% under 35 years of age
  • 60% have a university degree or higher education.

If you want to experience these Chinese social media for yourself, you can create an account as a particular, from any country, in any of them except Douyin, as this network is restricted only to China.


And if you think it is time to entrust your wines to experts and place them in the pocket and the table of millions of Chinese consumers, contact us!