Glossary of Online Marketing Terms

Key Platforms & Tools

SEO & PPC Terms

  • Baidu – As the dominant search engine in China, essential for SEO and PPC strategies (also included under “Key Platforms”).
  • Baidu PPC (百度竞价排名) – Pay-per-click ads on Baidu.
  • Baidu SEO – The process of optimizing websites for Baidu search rankings.
  • Baidu Spider – Baidu’s web crawler (also relevant under ‘Key Platforms & Tools’).
  • Baidu Tongji (百度统计) – Analytics tool for monitoring SEO/PPC performance.
  • Baidu Zhanzhang (百度站长工具) – Webmaster tool for managing SEO on Baidu.
  • China CDN – Content Delivery Networks for faster website access in China.
  • ICP License – A legal requirement for websites hosted in China; essential for Baidu SEO.
  • Keyword
  • Keyword Density
  • Keyword Localization – Adapting keywords for Mandarin and other Chinese dialects to optimize search results.
  • MIP – Mobile Instant Pages
  • OnPage SEO
  • Parasite SEO
  • SEA – Search Engine Advertising (Google Ads, Baidu Ads, Bing Ads, …)
  • SAO – Search Asset Optimization
  • Search Query
  • SEO – Search Engine Optimization
  • Website Localization (网站本地化) – Adapting websites to fit local market preferences in China.

Social Media Marketing

E-Commerce Platforms & Concepts

  • 1688.com – Alibaba’s B2B platform for bulk sourcing.
  • 618 Shopping Festival – An annual mid-year shopping event, second only to Singles’ Day.
  • Alipay (支付宝) – Mobile payment platform for e-commerce transactions.
  • B2B (Business to Business) – Transactions between businesses.
  • B2C (Business to Consumer) – Businesses selling directly to consumers.
  • C2M (Consumer to Manufacturer) – Direct production based on consumer demand, eliminating intermediaries.
  • China Bonded Warehouses – Warehouses for cross-border e-commerce, allowing duty-free storage and streamlined shipping.
  • Cross-Border E-Commerce (CBEC) (跨境电商) – International businesses selling directly to Chinese consumers.
  • D2C (Direct to Consumer) – Brands selling directly to consumers without intermediaries.
  • Daigou (代购) – Buying products overseas for resale in China.
  • Daka (打卡) – Checking in for promotions or offers, often linked to gamification.
  • Double Eleven (双十一) – Singles’ Day, the largest online shopping festival in China.
  • Flash Sales (限时特卖) – E-commerce promotions offering time-limited discounts.
  • Group Buying (团购) – Method where consumers purchase products at a discount by buying in groups.
  • H5 Pages (H5页面) – Interactive mobile pages used for promotions in e-commerce.
  • Installment Payments (分期付款) – Payment model where large purchases are divided into smaller payments.
  • JD.com (京东) – Major Chinese B2C e-commerce platform focused on electronics and consumer goods.
  • Juhuasuan (聚划算) – Flash sale and group-buying platform by Alibaba.
  • Mini Programs – Sub-applications within WeChat used for e-commerce (also relevant under ‘Key Platforms & Tools’).
  • O2O (Offline-to-Online) – Marketing strategies that generate online traffic from offline activities (like posters with QR codes in elevators)
  • O2O (Online-to-Offline) – Marketing strategies that drive online traffic to physical stores.
  • Pinduoduo (拼多多) – Social e-commerce platform focusing on group buying.
  • Red Envelopes (Hongbao) (红包) – Digital gift of money exchanged through WeChat.
  • Singles’ Day – The world’s largest online shopping event.
  • Taobao (淘宝) – C2C e-commerce platform for small businesses.
  • Tmall (天猫) – Alibaba’s B2C premium e-commerce platform.
  • Tmall Global (天猫国际) – Cross-border version of Tmall.
  • UnionPay (银联) – China’s national bank card service.
  • WeChat Pay (微信支付) – Integrated mobile payment service within WeChat.
  • Xianyu (闲鱼) – Alibaba’s second-hand marketplace for used goods.
  • Xiaohongshu (小红书, Little Red Book) – Often used for influencer marketing but also has an e-commerce aspect.

Consumer Behavior & Digital Trends

  • Bacao (拔草) – Deciding against purchasing a product after negative experiences.
  • Daigou (代购) – Overseas buying and reselling for Chinese consumers.
  • Daihuo (带货) – Selling products via live streaming or influencers.
  • Daka (打卡) – “Checking in” at places or activities on social media.
  • Double Eleven (双十一) – Singles’ Day, reflecting consumer behavior during online sales festivals.
  • Group Buying (团购) – Collective buying for discounts.
  • Guochao (国潮) – The trend of rising consumer pride in domestic Chinese brands.
  • Luzhuanfen (路转粉) – Turning indifferent viewers into fans.
  • Mobile First Strategy – Prioritizing mobile platforms in marketing, given China’s mobile-centric user base.
  • Pet Economy (宠物经济) – The growing market for pet-related products.
  • Pinduoduo – A platform centered around social buying, reflecting consumer behavior trends in group purchasing and social commerce.
  • Private Traffic (私域流量) – Direct engagement through private channels like WeChat groups.
  • Red Envelopes (Hongbao) – Digital gifting of money on platforms like WeChat, used for engagement and promotions.
  • She Economy (她经济) – E-commerce focused on female consumers.
  • Shuaping (刷屏) – Hot topics trending simultaneously across social media.
  • Silver-Hair Generation (银发经济) – Economic impact of elderly consumers in the digital economy.
  • Sinking Market (下沉市场) – Lower-tier cities with growing consumer potential.
  • Stay-at-Home Economy (宅经济) – Home-based consumption driven by e-commerce and remote work.
  • Stay-at-Home Economy (宅经济) – Trend of consumers focusing on home-based products and services.
  • Xiachen (下沉) – Targeting lower-tier cities and rural areas in China.
  • Xiaoxianrou (小鲜肉) – Young male celebrities/influencers popular for their looks.
  • Xiaozhen Qingnian (小镇青年) – Young people from small towns influencing digital culture.
  • Yan Zhi (颜值经济) – Consumer focus on appearance driving industries like cosmetics and fitness.
  • Zhongcao (种草) – When a product is recommended and generates desire.
  • Zombie Fans (僵尸粉) – Fake or inactive social media accounts.

Influencer Marketing

  • CP or Couple Marketing (CP组合) – Using celebrity relationships to promote products.
  • Daihuo (带货) – Influencers promoting and selling products via live streaming.
  • Douyin – Important for short-form video influencer marketing.
  • KOC (Key Opinion Consumer) – Regular consumers who share product experiences with small but engaged audiences.
  • KOL (Key Opinion Leader) (大V) – Influencers with large followings.
  • Live Streaming (直播) – Promoting and selling products in real-time.
  • Luzhuanfen (路转粉) – Turning indifferent followers into fans.
  • MCN (Multi-Channel Network) – Agencies managing influencers across platforms.Daihuo (带货) – Influencers promoting and selling products during live streaming.
  • Micro-KOL – Influencers with smaller, niche audiences but high engagement.
  • Private Traffic (私域流量) – Direct engagement through private platforms by influencers and brands.
  • RED (小红书 or Xiaohongshu) KOL – Influencers on Xiaohongshu.
  • Weibo – Microblogging platform often used for influencer marketing.
  • Xiaohongshu (Little Red Book) – Key platform for influencer marketing in lifestyle and fashion sectors.
  • Xiaoxianrou (小鲜肉) – Young male influencers admired for their looks.
  • Zhibo (直播) – Live streaming for e-commerce and influencer marketing.

Advertising Formats & Campaigns

  • Baidu PPC – Paid search advertising on Baidu (also relevant under ‘SEO & PPC Terms’).
  • CP or Couple Marketing (CP组合) – Using romantic narratives in marketing.
  • Daihuo (带货) – Influencers selling products via live streaming (also relevant for Influencer Marketing).
  • Daka (打卡) – Checking in for gamified promotions.
  • Display Advertising (展示广告) – Banner or graphical ads on websites or apps.
  • Douyin Ads (抖音广告) – Short video ads on Douyin (also relevant for Social Media Marketing).
  • Flash Sales (限时特卖) – Time-limited e-commerce promotions.
  • Integrated Advertising (整合广告) – Marketing strategy combining multiple advertising channels.
  • Jinri Toutiao Ads (今日头条广告) – Native ads on the Jinri Toutiao app.
  • Live Streaming (直播) – A major tool for product promotions in real-time (also relevant for Influencer Marketing).
  • Moments (朋友圈) – WeChat’s feed, used for Moments ads.
  • Native Advertising (原生广告) – Ads that blend with content on platforms like Toutiao and WeChat.
  • Programmatic Advertising (程序化广告) – Automated ad buying based on user data.
  • Shuadan (刷单) – Faking online orders and reviews to boost product popularity.
  • Shuaping (刷屏) – Campaigns causing simultaneous trending across platforms.
  • WeChat Ads (微信广告) – Ads on WeChat Moments and Mini Programs (also relevant for Social Media Marketing).

E-Commerce Features & Payment Models

  • Alipay (支付宝) – A key mobile payment platform in China’s digital economy.
  • B2B Cross-Border Payments (跨境支付) – Payment system for international transactions between businesses.
  • C2M (Consumer to Manufacturer) – Consumer-driven production model.
  • China Bonded Warehouses – Duty-free storage for cross-border e-commerce (also relevant under ‘E-Commerce Platforms & Concepts’).
  • Dangdang – China’s Pioneer in Online-Retail
  • Daigou (代购) – Reselling products purchased abroad.
  • Digital RMB (数字人民币) – China’s national digital currency.
  • Installment Payments (分期付款) – Payment option allowing consumers to spread out payments for larger purchases.
  • Juhuasuan (聚划算) – Platform offering flash sales and group buying.
  • Mini Programs (小程序) – Used within WeChat for e-commerce and payments.
  • O2O (Online to Offline) (线上到线下) – A strategy for connecting online and offline commerce.
  • Pinduoduo (拼多多) – Platform utilizing group buying for discounts.
  • Prepaid Cards (预付卡) – Payment method tied to specific platforms for online purchases.
  • Red Envelopes (Hongbao) (红包) – Digital version of traditional money gifts, used in e-commerce promotions.
  • Stored Value (储值卡) – Payment model where consumers store funds for future use.
  • UnionPay (银联) – China’s bank card network.
  • WeChat Pay (微信支付) – A mobile payment service for e-commerce transactions.
  • Xianyu (闲鱼) – Second-hand marketplace for resale culture.

Legal & Regulatory Terms

  • Censorship Compliance – Adapting marketing strategies to meet Chinese regulations on content and language.
  • China Cybersecurity Law (PIPL) – Regulations governing data privacy, security, and internet use.
  • “GDPR” China Compliance (PIPL) – Adapting marketing and data practices to China’s strict data privacy laws.
  • Great Firewall (防火墙, Golden Shield Project) – China’s internet monitoring and control system.
  • ICP Hosting Providers – Companies providing hosting solutions in mainland China for ICP compliance.
  • ICP License – A legal requirement for websites hosted in China (also relevant under ‘Technical & Regulatory Aspects’).
  • IP (Intellectual Property) – Intellectual property
  • Social Credit System – A government system monitoring business and individual behavior, impacting corporate reputation.
  • VPN – Virtual Private Network

Technical & Regulatory Aspects

Cultural & Business Concepts

  • CP or Couple Marketing (CP组合) – A strategy where influencers or celebrities promote products through romantic narratives.
  • Guangxi (关系) – The concept of building personal connections and relationships in Chinese business.
  • Guochao (国潮) – A cultural trend of supporting domestic Chinese brands.
  • IP (Intellectual Property) –
  • Pet Economy (宠物经济) – Focus on products and services related to pet culture.
  • She Economy (她经济) – Focus on female-driven consumer trends.
  • Silver-Hair Generation (银发经济) – Growing importance of elderly consumers.
  • Xiaozhen Qingnian (小镇青年) – Cultural impact of youth from small towns on digital consumption.
  • Yanzhi (颜值) – The “appearance economy” driven by consumers’ desire for attractiveness.

Digital Economy & Currency

  • Alipay (支付宝) – Central to mobile and e-commerce transactions, a Key player in mobile payments.
  • B2B Cross-Border Payments (跨境支付) – Payments for international B2B transactions.
  • Digital RMB (数字人民币) – China’s digital currency.
  • Prepaid Cards (预付卡) – Method for storing funds for future purchases.
  • Red Envelopes (Hongbao) – Digital gifting used in promotions (also relevant under ‘Consumer Behavior & Digital Trends’).
  • Stored Value (储值卡) – Payment model for future purchases.
  • UnionPay (银联) – China’s domestic and international bank card network.
  • WeChat Pay – A payment feature within WeChat, integral to e-commerce and the digital economy.