China is the world’s second-largest advertising market, with a projected digital ad spend exceeding US$190 billion by 2025. With over 1.05 billion internet users, a mobile-first population, and deeply integrated e-commerce ecosystems, the Chinese market offers massive opportunities for international brands.


But for many global marketers, one key question remains: “Can I advertise in China?”
The short answer is yes—but it’s not as simple as translating a Western campaign and buying a few Google or Meta ads.

This guide explains how to advertise in China, the popular digital advertising platforms, what makes them unique, and what costs to expect. It also explores how a trusted partner like YIVA Digital can help you navigate the complexities of this high-potential but highly regulated market.

Is It Legal for Foreign Companies to Advertise in China?

Yes, foreign companies are allowed to advertise in China, but only under certain conditions:

  1. Business Registration: Some platforms require a Chinese business license (营业执照). This will be a challange for the international businesses. However, there are workarounds via internatinoal advertising agency partners (such as Yiva Digital) or authorized resellers.
  2. Ad Policy and Ad Content Review: All ads must pass government content review to comply with China’s Advertising Law and related censorship policies.
  3. Platform-Specific Rules: Each platform — Baidu, WeChat, Xiaohongshu (Rednote), Weibo, etc.— has its own advertising rules, formats, and registration processes. Your marketing campaign need to follow those specific rules and processes. 

With the right strategy and a local execution partner, global brands can successfully enter and scale in the Chinese market.

Top Advertising Channels in China

Here are the most popular Chinese digital advertising platforms used by both domestic and foreign advertisers:



1. Baidu (百度) – China’s Google

Channel type: Search Engine Marketing (SEM), Display Network

Key features:

  • Dominates the Chinese search engine market (over 60% share)
  • Offers Baidu Tuiguang (百度推广) for paid search
  • Baidu Display Network (BDN) covers forums, news, and apps
  • Best for: B2B, local services, financial services, education

Requirements:

  • Chinese language website
  • A company certificate
  • Official ad account approval (can take 2–4 weeks)

Typical Cost:
CPC ranges from ¥2 to ¥20 RMB (US$0.30–$3.00) depending on industry and keywords.



2. WeChat / Tencent Ads

Channel type: Social media advertising (within WeChat ecosystem)

Key features:

  • 1.3+ billion monthly active users
  • Ads appear in Moments (朋友圈), Official Accounts, and Mini Programs
  • Powerful targeting via Tencent’s data network

Best for:
Consumer brands, luxury, e-commerce, hospitality

Requirements:

  • Official WeChat Business Account
  • Business Certificate
  • Localised content (Website, landing page, WeChat posts) with compliance review

Typical Cost:
Minimum budget per campaign is ¥5,000 RMB (~US$700). CPM rates vary from ¥50–150 RMB (US$7–20) per 1,000 impressions.



3. Douyin (抖音) – The Chinese TikTok by Bytedance

Channel type: Short video and live streaming ads

Key features:
  • 700+ million daily active users
  • Strong e-commerce integration
  • Native short video formats, influencer collabs, live shopping

Best for:
Fashion, beauty, lifestyle, youth-oriented brands

Requirements:
  • Business certifivate
  • Douyin Account
  • Content must align with Douyin’s visual and cultural style

Typical Cost:

CPM from ¥20–60 RMB (US$3–9). Influencer fees start around ¥5,000–¥50,000 RMB (US$700–7,000+) depending on reach.



4. Xiaohongshu (Rednote) (小红书)

Channel type: Social + eCommerce content platform

Key features:

  • 200+ million MAUs, mainly Gen Z and Millennial women
  • Community-driven product reviews and tutorials
  • KOL-driven content marketing and native ads

Best for:
Beauty, skincare, fashion, health, lifestyle products

Requirements:

  • Xiaohongshu brand account or partner access
  • Native content creation is essential for traction

Typical Cost:
Rednote Influencer/KOLs/KOCs sponsored posts start from ¥2,000 – ¥30,000 RMB (US$300–$4,000). Paid ads available through Rednote’s internal DSP.


5. Zhihu (知乎)

Channel type: Knowledge-based Q&A platform (like Quora)

Key features:

  • Trusted long-form content and community discussions
  • Popular among professionals and researchers
  • Sponsored Q&A, banners, and brand stories

Best for:
B2B, education, SaaS, healthcare, finance

Requirements:

  • Verified brand account
  • High-quality thought leadership content

Typical Cost:
CPM from ¥30–80 RMB (US$4–11). Sponsored posts can cost from ¥10,000 RMB+ (US$1,400+).


Other Channels Worth Exploring

  • Sina Weibo – Open social media and news
  • Bilibili – Animation, gaming, youth culture content
  • Sogou Search and 360 Search – Alternative search engine which account for about 10% of the search market share.



So, what are the challanges that you may face?

  1. Language & Localization – Direct translations rarely work. Chinese consumers expect culturally nuanced copy and design.
  2. Regulations & Censorship – China has strict content rules. Anything political, sensitive, or misleading can be rejected.
  3. Ad Account Setup – Without a Chinese entity, it can be hard to set up ads without a local agency or partner.
  4. Measurement Tools – Google Analytics can work in China, however, we would recommend to use local analyitcs tools like Baidu Tongji, 51La to gain better audience, traffic details in China.


The final answer: Yes, you can advertise in China, and it can be highly profitable thanks to their vast market and lower advertising cost — but doing it successfully requires a local-first mindset, cultural sensitivity, and the right partners. The platforms are powerful, the audience is massive, and the returns can be remarkable. If you're ready to start your China advertising journey, get in touch with YIVA Digital today. We’ll help you unlock the potential of one of the world’s most exciting digital markets.

Advertising in China requires deep local insight, platform-specific execution, and a nuanced understanding of Chinese consumer behavior, cultural context, and regulatory expectations. Unlike Western markets where Google, Meta, and Amazon dominate, China has its own ecosystem—with platforms like Baidu, WeChat, Douyin, and Xiaohongshu forming a tightly integrated digital world. Each of these channels offers immense reach, but they also come with unique technical requirements, strict approval processes, and language barriers that can be overwhelming without local support. 

In the meantime, many international brands fail to gain traction in China. Based on our years of experience and served many international brands, the main reasons are because of they:

  • Use unprofessional translations (such as machine translation) instead of authentic, localized tranlation even transcreation. 
  • Wrong channels for their target audience.
  • Ignore regulatory nuances or attempt to “copy-paste” Western marketing plans.
  • Lack local resources or partners to execute and optimize campaigns. (That's why you need to find leading Chinese marketing agency like YIVA Digital).

The key to avoiding these pitfalls is planning smartly from day one—with a dedicated China go-to-market strategy, localized creative, and ongoing campaign support.


How YIVA Digital Can Help
At YIVA Digital, we specialize in helping global brands enter and grow in the Chinese market. We offer:
  • Full platform setup – From Baidu and WeChat to Douyin and Rednote
  • Local compliance & content localization
  • Chinese media buying – Transparent pricing and ROI-driven execution
  • Influencer (KOL/KOC) marketing
  • Performance reporting and insights in English
Whether you’re launching a flagship product, building brand awareness, or driving online sales, we tailor every strategy to your goals—with native expertise and cross-border experience.