Bilibili Archives

How AI Is Transforming China’s Social Media Ecosystem

August 22, 2025

China’s social media landscape is undergoing a massive AI-driven transformation, redefining how brands connect with consumers. Platforms like WeChat, Douyin, RedNote (Xiaohongshu), Kuaishou, Weibo, and Bilibili are rapidly integrating AI-powered features to reshape content creation, user engagement, and personalized recommendations.

For brands entering China, understanding these shifts is essential to unlocking new growth opportunities.

AI-Powered Content Creation

AI tools are streamlining content production across major platforms, making it easier than ever for brands and creators to generate engaging, high-quality posts:

Douyin & Kuaishou
- Douyin’s CapCut app leverages AI auto-editing, script generation, and AI avatars to simplify video creation.
- Kuaishou’s Kling AI 2.0 enables text-to-video and image-to-video generation, producing cinematic-quality content at scale.

WeChat Official Accounts

Built-in AI image generation lets editors create visuals instantly in multiple ratios, enhancing article performance.

RedNote AI Tools

RedNote’s AI title generator suggests SEO-optimized headlines using trending keywords to improve reach and engagement.

AI in Advertising

Platforms like WeChat Ads and RedNote Juguang Ads deploy AI-generated ad copy and visuals via Tencent’s Hunyuan and DeepSeek-R1, optimizing creatives for different audience segments.

Intelligent Social Interactions

Chinese social apps are transforming user engagement with AI assistants and personalized interactions:

AI Chatbots

Tencent’s Yuanbao and Douyin’s Doubao integrate directly into chat interfaces, providing real-time recommendations, Q&A, and emotional support.

24/7 AI Brand Avatars

Douyin’s upcoming “V Project” will let brands deploy AI-powered digital ambassadors to engage users around the clock.

Smart Commenting

RedNote DianDian and Weibo’s Luobote automatically generate conversational, context-relevant comments to increase post engagement.

Real-Time Translations

WeChat, RedNote, and Weibo now support AI-powered multilingual communication, enabling brands to connect seamlessly with global audiences.

AI-Enhanced Search & Discovery

AI is transforming how users search, discover, and engage with content:

WeChat, Weibo & Bilibili use DeepSeek-R1 to improve multimodal search, integrating text, images, and video for precise recommendations.
Douyin AI Search leverages Doubao to provide personalized video suggestions based on user behavior.
RedNote DianDian AI delivers instant lifestyle recommendations by referencing top influencer content — for example, suggesting graduation outfit ideas curated from fashion KOLs.

Why This Matters for Brands

AI integration is changing China’s digital marketing game:

More Efficient Content Creation → Shorter production cycles, higher-quality outputs
Hyper-Personalized Experiences → Customized interactions to match evolving consumer needs
Better Performance Tracking → AI-generated insights to optimize campaigns

By leveraging these AI-driven tools, brands can enhance storytelling, improve campaign ROI, and strengthen community engagement.

Want to harness AI-powered marketing in China? Our team specializes in social media strategy, AI-driven campaigns, and localized content creation tailored to Chinese platforms. Contact us today to discuss how we can help your brand thrive!

What is Chinese market upto

September 27, 2022

China NFT and metaverse marketing requires Tiffany, other global luxury brands, to tread lightly and be creative

Brands must respect China’s ban on trading in cryptocurrencies and NFTs while attempting to connect with the country’s young, tech-savvy consumers. Despite China’s strict policy, there are still ways for Chinese consumers to trade cryptocurrencies and NFTs. They can try to get around restrictions on cryptocurrency exchange platforms by trading with friends outside of China.

Link: https://www.scmp.com/business/article/3192752/china-nft-and-metaverse-marketing-requires-tiffany-other-global-luxury

Want Your Brand Collaboration To Stand Out In China? Get Nostalgic:

Utilizing well-known cartoons or regional food brands that evoke nostalgia is one trend that stands out when analyzing collaborations in China. 77% of Chinese consumers will like items that bring back nostalgic thoughts in 2021, such as childhood snacks.

Link: https://jingdaily.com/brand-collaboration-nostalgia-marketing-spirited-away/

Will Global Luxury Brands Forget About Bilibili?

Bilibili has only recently become popular in China, despite years of steady growth as it seized the once-niche “ACG” (anime, comics, and games) subculture. Tens of millions of new users have joined the platform since then, which is known for its “bullet chats,” real-time comments that fly across users’ screens as they watch videos, and a large amount of expert, user-generated content. It has also caught the attention of companies like Dior, Shiseido, and Mercedes-Benz.

However, the platform’s financial results are not particularly impressive. The main issue for Bilibili is turning its rapid user growth—305.7 million MAUs—into actual profitability.

Link: https://jingdaily.com/bilibili-q2-2022-profitability-user-growth

How Luxury Fashion Brands Approach Douyin Marketing in China

More than 60% of the businesses on Deloitte’s 2021 Global Top 100 Luxury Companies list, including Gucci, Louis Vuitton, and Dior, are already active on Douyin, according to the 2021 Douyin Luxury Industry Annual Inventory Report published by Trend Insight, a platform that provides Douyin marketing data for KOLs and brands.

Typically, luxury brands would work with regional KOLs to introduce their new products and conduct their own live streaming on Douyin’s official account. Luxury brands also use the following alternatives:

VIP rooms,
Douyin Challenge,

Link: https://mp.weixin.qq.com/s/ZYRV5NFipUbxOvHqcfDcwg

Top influencer Li Jiaqi’s online return gives Alibaba a renewed edge in huge live-streaming sales channel

The Lipstick King, Li, unexpectedly made a comeback to Alibaba’s live-streaming platform on Tuesday night, attracting over 60 million viewers to his show that featured home goods, underwear, and cosmetics. Without providing any additional information, either Li or Alibaba blamed a technical error for the June suspension of his show.

Li and Viya, a rival live-streaming queen, have become some of China’s most significant retail sales figures. On the first day of the Singles’ Day shopping festival last year, the two companies collectively sold goods worth 20 billion yuan (US$2.84 billion). This year’s Singles’ Day schedule has been made public by Alibaba, and the presales will begin late in the following month. This year’s Singles’ Day competition will feature a live streaming war.

Li’s new background was adorned with the phrase “shop consciously,” which he would only utter aloud before going missing. In an effort to hold online shopping companies responsible for their actions, the slogan “shop consciously” has repeatedly appeared in state media and local government notices since Chinese President Xi Jinping’s term began in 2013. He is obviously being cautious this time.

Link : https://www.scmp.com/tech/big-tech/article/3193315/top-influencer-li-jiaqis-online-return-gives-alibaba-renewed-edge

ByteDance launches fast fashion womenswear platform “If Yooou”

ByteDance, the parent company of TikTok, has introduced the “If Yooou” fast fashion womenswear line. The online brand currently focuses on the mainstream Western and Northern European markets, including those in the United Kingdom, France, Germany, Italy, Sweden, and other nations.

ByteDance has previously dabbled in women’s fashion with a lookalike of SHEIN. Early in 2021, the Chinese tech giant launched Dmonstudio, an independent fast-fashion e-commerce portal, and compared its results to those of rival SHEIN. Dmonstudio, however, announced on February 11, 2022 that it had ceased operations after just three months in business.

ByteDance must therefore concentrate on developing distinctive features to draw in and keep customers in order to avoid a similar fate as If Yooou.

Link: https://daoinsights.com/news/bytedance-launches-womens-fashion-retail-platform-if-yooou/

Observation on the trend of China’s mobile Internet users in 2022

Mobile Internet users in China have been steadily increasing. 1.36 billion users are currently active; their average monthly usage time is 218.1 hours, and they use 23.7 apps on average each month. Video services, life services, and mobile shopping are the top three apps that users of mobile Internet use.

There are now more senior citizens who have access to the Internet. The elderly enjoy news, quick videos, square dances, and other applications. The dominant consumer segment has gradually shifted to “Generation Z.”

Mobile Internet users’ preferred methods of consumption are gradually shifting, traditional e-commerce platform growth is typically flat, and “social” and “interest e-commerce” are becoming more popular. Mobile office applications have advanced quickly in terms of working procedures.

Your Weekly China Roundup

September 13, 2021

Growing Significance of Private Traffic

In China, a growing number of industries are incorporating private traffic into their digital strategy. Meituan, a food delivery app similar to Uber that has 450 MAUs, is one of them. Bonus fandom groups, where businesses may communicate directly with customers, are the newest additions to Meituan. Customers can find group access directly from the shop’s main page & u users are encouraged to join such organisations by CTAs implying that they will receive further coupons and offers.

At the same time, groups give users a place to express their comments and merchants a place to change their products. Meituan just implemented a new social feature: customers can now share their restaurant orders with their friends to enhance company awareness.

Link: https://mp.weixin.qq.com/s/btw5G7GQvwOyNqgQQGbn3w

Bilibili and Luxury Brands?

Bilibili, which began as an anime and comics platform, has evolved into a crucial platform for Chinese Gen Z, focused primarily on mid and long videos, and is currently China’s third largest video platform.

Beauty brands such as Shiseido and Lancome have already begun to experiment with Bilibli in order to reach Gen Z, but will luxury brands follow suit?

Bilibili is still relatively unproven in the luxury market, having only attracted a few early adopters such as Dior, Fendi, and Gucci to yet. The major disadvantage is the average age of a Bilbili user, which is still quite young. Bilibili has been actively pushing its e-commerce capabilities to its more than 62.7 million DAUs over the last two years.

Link: https://jingdaily.com/will-a-red-hot-bilibili-become-irresistible-to-luxury-brands-in-2022/?utm_source=CCI&utm_campaign=bca9179477-EMAIL_CAMPAIGN_2020_03_12_06_39_COPY_01&utm_medium=email&utm_term=0_f85454f2c4-bca9179477-408382229

Why Chinese Brands’ Strategies are Important to Brands Everywhere

Chinese businesses differ structurally from those in other countries in that they place a greater emphasis on revenue growth and customer acquisition rather than profit, as most western brands do. As a result, they devote a considerably higher portion of their revenue to marketing and concentrate on hot platforms and key opinion leaders.

Since China has become the world’s factory, Chinese brands can swiftly imitate and improve what is being produced. Because most Chinese businesses do not have heritage brands to protect, they are less risk-averse than established western companies and are willing to attempt a lot more things. This lean startup, come-as-you-are strategy has now been embedded in the DNA of many Chinese brands. Everyone who has grown up in China has only experienced constant change, which has made them extremely adaptive and quick-thinking, especially in business.

Understanding how Chinese competitors operate is critical for brands in China. However, with Chinese businesses like SHEIN becoming more likely to compete in western markets, marketers and strategists working in other nations, including their own local markets, must understand how they operate.

Link: https://www.chinaskinny.com/blog/chinese-brand-strategies-to-watch/

AMX X Ayayi – the first Metahuman in China

AMX, a yogurt company, teamed up with Ayayi, the first Chinese Metahuman, to produce a digital yogurt based on user data. This digital yogurt is comparable to NFT, a one-of-a-kind cryptocurrency token that serves as a digital asset representation.

AMX gained more scientific and technological features as a result of this collaboration, which set it apart from the competition. AMX will use Xiaohongshu and Weibo to promote the idea that “Yogurt brands may also be popular and fashionable” in order to raise the brand’s visibility. AMX wishes to usher the company into the digital era.

On September 8th, Ayayi started working for Alibaba as the proprietor of Tmall Super Brand. She had her own ID card and launched the first NFT digital mooncake for the Mid-Autumn Festival.

Link: https://mp.weixin.qq.com/s/TuX2Tv6d8sgReFQw2bRIfQ