China is not a market you localise into. It is one you need to be native to.

Digital, offline media, OOH, and China-native planning in one connected offering.
Talk to Us
Internet Users

One of the largest connected digital audiences in the world.

China had 1.125 billion internet users by the end of 2025, making it a market defined by scale, maturity, and always-on digital behaviour.

Online Retail

A digital commerce economy too large to ignore.

China’s online retail sales reached 15.97 trillion yuan in 2025, with physical-goods e-commerce accounting for 26.1% of total retail sales.

Online Shoppers

A vast active buyer base already transacting online.

The latest detailed market breakdown reports 974 million online shopping users, showing how deeply e-commerce is embedded into everyday consumer behaviour.

WeChat

Platform ecosystems where discovery, content, and conversion connect.

Tencent reported 1.418 billion monthly active users for WeChat at the end of 2025, underlining the scale of China-native platform ecosystems.

FULL-FUNNEL STRATEGY

One place. Every stage of the consumer journey.

Pi maps the right platform to the right moment — from first visibility to deeper engagement, conversion signals, and long-term brand advocacy. Scroll to move through the funnel.

01 awareness

Awareness

Reach, visibility, first impression

Build initial market visibility across social, video, news, and audio environments where Chinese audiences already spend attention.

Weibo logo Weibo WeChat logo WeChat Little Red Book logo Little Red Book Douyin logo Douyin iQIYI logo iQIYI Toutiao logo Toutiao Audio logo Audio
Awareness
Evaluation
Purchase
Retention
Advocate
PLATFORM ECOSYSTEM

Every major platform. Structured access. No wasted media routes.

China's media ecosystem is closed to standard programmatic buying. Pi provides structured access across key Chinese platforms — social, video, search, audio, news, and travel, through established platform pathways, partnerships, and market-specific activation routes.

WeChat

All-in-one super app

Global MAU Approx. 1.4 billion
AU MAU —
Best for

B2C, B2B, lead generation, influencer activity

Formats
Newsfeed (CPM) KOL banner KOL advertorial
Pi Partner

Weibo

Facebook + Twitter

Global MAU Approx. 591 million
AU MAU 800,000
Best for

Brand awareness, corporate branding, B2C, B2B

Formats
Newsfeed (CPM) Display banner (CPC)
Pi Partner

iQIYI

YouTube + Netflix

Global MAU Approx. 354 million
AU MAU 560,000
Best for

Video completion, SVOD, brand sponsorship

Formats
Pre-roll 15s/30s Pause banner Splash Screen Banner Brand Moment MaxView

Little Red Book

Instagram

Global MAU Approx. 300 million
AU MAU 1 million
Best for

B2C, KOC/KOL, lifestyle, education

Formats
Sponsored post (CPC) Account management KOL/KOC

Douyin

Chinese TikTok

Global MAU Approx. 1 billion
AU MAU —
Best for

Video, B2C, B2B, short-form engagement

Formats
Newsfeed video (CPM)

Baidu

Google

Global MAU Approx. 679 million
AU MAU —
Best for

Search, SEM/SEO, B2C, B2B

Formats
Search (CPC) Newsfeed (CPC)

Toutiao

AI news aggregator

Global MAU Approx. 260 million
AU MAU —
Best for

News, corporate branding, B2B

Formats
Newsfeed video/static (CPM)

Ximalaya

Spotify / Podcast

Global MAU Approx. 303 million
AU MAU —
Best for

Audio, B2C, B2B

Formats
Audio pre/mid-roll 15s (CPM)

Ctrip

Booking.com + TripAdvisor

Global MAU Approx. 106 million
AU MAU —
Best for

Travel, tourism, B2C

Formats
Splash Screen Banner Category banner Homepage (CPM)
TARGETING CAPABILITY

Precision targeting across key Chinese platforms.

A capability map across demographic, interest, behaviour, retargeting, keyword/search, and whitelist targeting signals.

Active platform Selected

Weibo

Age, gender, geo, content category, browsing habits, search keywords, and retargeting where available.

Demographic Interest Behaviour Retargeting Keyword/Search Whitelist
Pi China Targeting
WHY PI

Why Global Brands Choose Pi

China is one of the world’s most sophisticated digital media ecosystems. Successful market entry requires more than translated creative or isolated media buying; it requires local intelligence, platform fluency, compliant infrastructure, and culturally relevant execution.

01

Built for complex China market entry

Pi helps international brands navigate every stage of the journey: market planning and audience strategy to media activation, optimisation, and measurable commercial growth across China’s leading digital platforms.

02

Local expertise with global campaign discipline

With experience across China, Australia, and international markets, Pi connects strategic consulting, platform expertise, trusted media access, and local creative understanding into one integrated activation partner.

Why Pi

  • Deep expertise across China and Australia
  • Local platform knowledge
  • Strategic market-entry guidance
  • End-to-end campaign delivery
  • Data-driven optimisation
  • One partner from strategy to growth
China Market Capabilities

With years of experience in planning and executing campaigns in China and globally, Pi offers competitive advantages in content strategy, platform planning, and campaign guidance to help brands navigate complex Chinese media environments and advertising regulations.

Pi delivers campaigns both into China for international brands and across Australia to reach Chinese-speaking audiences through premium media, trusted publishers, and leading digital platforms.

From awareness on Weibo and Douyin to discovery on Little Red Book, search through Baidu, and conversion on WeChat, Pi develops integrated media strategies aligned to every stage of the customer journey.

CAMPAIGN CALENDAR

Time your campaign to the moments that move Chinese consumers.

China's cultural calendar creates some of the most commercially important campaign windows of the year. Brands that align creative, timing, and cultural relevance around these moments are better positioned than campaigns built reactively.

Select a campaign moment to explore recommended timing and strongest opportunities.
Campaign window 1 Jan 2027

New Year's Day

Increasingly observed by urban Chinese consumers as a gifting and lifestyle moment, relevant for premium brands and retail campaigns.

Recommended brief by Late October
Planning note 6–8 weeks before launch
Strongest opportunity
Gifting Luxury Travel Hospitality
Useful for campaign planning, creative timing, and opportunity mapping.

Let’s Elevate Your Global Presence

Are you ready to take your business to the next level? Our team specialises in navigating international markets and understanding audience intelligence. Reach out for tailored insights and strategic guidance that drive results. Let’s discuss how we can work together to achieve your goals.

Get in Touch