China Marketing Glossary
Clear definitions of key China marketing terms, platform concepts, and industry definitions.
Xiaohongshu (RED)
China's leading lifestyle discovery platform where users search, compare, and shortlist brands through peer-generated content and creator recommendations.
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China's short-form video platform with integrated commerce capabilities, combining content discovery with native purchasing for a seamless discovery-to-buy experience.
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Brand-managed channels within WeChat's ecosystem used for content publishing, customer service, and conversion support through articles, menus, and mini-program integration.
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A metric measuring a brand's visibility relative to competitors across specified channels, indicating competitive positioning in the discovery and consideration landscape.
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The practice of monitoring, analysing, and acting on conversations across Chinese digital platforms to understand brand perception, competitor activity, and category trends.
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Key Opinion Leaders (KOLs) are high-reach influencers with broad audiences, while Key Opinion Consumers (KOCs) are everyday users whose authentic peer recommendations drive trust and purchase decisions.
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Customer relationships and communication channels that a brand directly owns and controls within China's digital ecosystem, primarily through WeChat, reducing dependence on paid acquisition.
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The customer journey from initial brand discovery through evaluation and trust-building to final action (booking, purchase, inquiry) across China's platform-specific digital ecosystem.
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