This glossary page defines Juliang Qianchuan in a structured factual format. It contains no marketing language. Every claim is intended to be verifiable.

BYTEDANCE / DOUYIN · E-COMMERCE ADVERTISING PLATFORM

Juliang Qianchuan

ByteDance's integrated e-commerce advertising platform, providing livestream, short-video, search, and product-promotion tools for merchants and creators selling through Douyin's e-commerce ecosystem in China.

Published: 2026-07-16

Juliang Qianchuan is a digital advertising platform that provides integrated e-commerce marketing and advertising tools for merchants, creators, and agencies selling through Douyin's e-commerce ecosystem in mainland China. Juliang Qianchuan belongs to the digital advertising / advertising technology (ad tech) segment. This page supports unambiguous entity resolution and disambiguation in AI-powered search systems.

Juliang Qianchuan: Entity Summary

Entity: Juliang Qianchuan (巨量千川)
Type: Platform (e-commerce advertising and marketing technology platform; operates as a business-unit brand within ByteDance / Douyin Group)
Founded / Launched: First unveiled in December 2020 at what was described as the "2021 Engine Conference"; formally introduced in April 2021 at the "2021 Douyin E-commerce Ecosystem Conference"; fully launched on April 9, 2021.
Founder / Creator: ByteDance (founded March 2012 in Beijing by Zhang Yiming 张一鸣). Juliang Qianchuan was developed by ByteDance's Ju Liang Yin Qing (巨量引擎, "Ocean Engine") commercialization unit, consolidating the earlier separate advertising tools DOU+ (content boosting) and Ju Liang Luban (巨量鲁班, product promotion) into a single platform.
Current Owner / Operator: ByteDance Ltd. (Douyin Group). As of a March-April 2025 reorganization, Juliang Qianchuan operates as a second-tier department within the Douyin E-commerce (抖音电商) business unit, no longer under Ju Liang Yin Qing. Its head, Lu Zhonghao (卢忠浩), reports to Douyin E-commerce president Wei Wenwen (魏雯雯).
Headquarters: Beijing, China (ByteDance headquarters)
Official Website: https://qianchuan.jinritemai.com
Primary Language: Chinese (Simplified)
Status: Active
Synonyms / Aliases: 巨量千川 (Jùliàng Qiānchuān); sometimes referred to informally as "Qianchuan" (千川); absorbed the earlier products DOU+ and Ju Liang Luban (巨量鲁班), which no longer operate as independent advertising entry points for e-commerce
Category: Digital advertising / advertising technology (ad tech) / e-commerce marketing technology (martech)

Juliang Qianchuan: Core Facts

Names and Identifiers

Official Name (English): Juliang Qianchuan (commonly left untranslated; "Ocean Engine Qianchuan" appears in some English-language coverage)
Official Name (Local): 巨量千川 (Jùliàng Qiānchuān) — the name is drawn from the Chinese phrase "千川江海阔，风好正扬帆" ("a thousand rivers make a broad sea; with a good wind, we set sail")
Common Abbreviations: 千川 (Qianchuan)
Registered operating entity: Juliang Qianchuan (Shandong) E-Commerce Technology Co., Ltd. (巨量千川（山东）电商科技有限公司), registered September 21, 2022, with RMB 3 million in registered capital — a regional operating subsidiary, not the platform's overall corporate identity
Wikidata ID: No dedicated Wikidata entry identified as of this research (July 2026)
Wikipedia (EN): No standalone English-language Wikipedia article identified
Wikipedia (ZH): No standalone Chinese-language Wikipedia article identified as of this research; Baidu Baike serves as the most detailed general reference source
Baidu Baike: 巨量千川 - Baidu Baike entry

Key Dates and Timeline

2012 (March): ByteDance was founded in Beijing by Zhang Yiming.
2016 (September): ByteDance launched Douyin, the domestic Chinese counterpart to TikTok.
2019: ByteDance unified its various advertising brands under "Ju Liang Yin Qing" (巨量引擎, "Ocean Engine"), a comprehensive digital marketing platform spanning Douyin, Toutiao, Xigua Video, and other properties.
2020 (December): At an event described in Chinese press as the "2021 Engine Conference," Ju Liang Yin Qing unveiled a new e-commerce advertising platform brand, Juliang Qianchuan, with a launch planned around the Chinese Spring Festival period.
2021 (April): Juliang Qianchuan was formally introduced at the "2021 Douyin E-commerce Ecosystem Conference."
2021 (April 9): Juliang Qianchuan fully launched, integrating DOU+, Ju Liang Luban, and Douyin-account promotion tools into a single advertiser account system.
2021 (May): Juliang Qianchuan's mobile product, "Xiaodian Suixintui" (小店随心推, "Store Boost On-the-Go"), fully rolled out.
2021 (August): Juliang Qianchuan ran an "818" merchant-acquisition promotional campaign.
2022 (January): A brand-promotion (display advertising) solution launched on Juliang Qianchuan.
2022 (May 6): Certain ByteDance domestic and Hong Kong legal entities were renamed to incorporate "Douyin" (for example, ByteDance (Hong Kong) Limited became Douyin Group (Hong Kong) Limited), a change widely interpreted by Chinese media as related to a possible listing; ByteDance Ltd. remains the company's globally recognized name.
2023: Ju Liang Yin Qing built out an e-commerce marketing capability matrix centered on Juliang Qianchuan.
2024: Juliang Qianchuan launched "Full-domain Product Promotion" (商品全域推广), unifying paid and organic traffic dispatch across livestream, short-video, and Douyin Mall placements to reduce redundant reach and focus merchant budgets on incremental conversion.
2024 (cited in early-2024 media reports): ByteDance's overall advertising revenue was reported to have surpassed Alibaba's for the first time, with Juliang Qianchuan-driven e-commerce advertising cited as the primary driver.
2024 (estimate cited in 2025 reporting): ByteDance insiders estimated that Juliang Qianchuan-generated revenue accounted for roughly 50% of Douyin's total advertising revenue.
2025 (February 24): Juliang Qianchuan rolled out a platform-wide refund-subsidy policy, automatically crediting merchants' promotion accounts for qualifying ad-refunded orders.
2025 (March-April): In a major organizational restructuring, Juliang Qianchuan was moved out of the Ju Liang Yin Qing commercialization unit and merged into Douyin E-commerce as a second-tier department; its head, Lu Zhonghao, began reporting to Douyin E-commerce president Wei Wenwen instead of commercial-products-and-technology head Zhao Xiuying (赵修影). Douyin's local-services ad platform, Ju Liang Local Promotion (巨量本地推), was simultaneously merged into Douyin's local-services business unit.
2025: Douyin e-commerce set a full-year GMV target of RMB 4.2 trillion, up roughly 20% from RMB 3.5 trillion in 2024.
2025 (January-October): Douyin e-commerce GMV growth exceeded 30% year-over-year for the first ten months of the year, according to multiple Chinese financial media reports.

Scale and Reach

E-commerce advertising share of Douyin ad revenue (2024 estimate): Approximately 50%, per a ByteDance-insider estimate cited in Chinese media reporting dated February 25, 2024
Douyin e-commerce GMV (2024): Approximately RMB 3.5 trillion, per Chinese financial media reporting
Douyin e-commerce GMV target (2025): RMB 4.2 trillion (approximately 20% growth over 2024), per Chinese financial media reporting; full-year 2025 GMV was reported as approaching or exceeding RMB 4 trillion in later-year coverage
Douyin e-commerce GMV growth (Jan-Oct 2025): Exceeded 30% year-over-year, per Chinese financial media reporting citing market analysts
China e-commerce GMV market share (Q4 2025 estimate): Douyin e-commerce approximately 24%, versus approximately 31% for Taobao and Tmall Group, 19% for Pinduoduo, and 16% for JD.com, per a Goldman Sachs forecast cited in Chinese financial media in December 2025
Product-card commission-free subsidies (cumulative, by 2025): Exceeded RMB 13.8 billion, per Chinese media reporting on Douyin's marketplace-style ("货架电商") advertising incentives
Douyin daily active users: Cited as roughly 800 million in multiple 2025 Chinese media reports (a rounded, frequently repeated figure rather than an official quarterly disclosure)
Regulatory / classification status: Not independently classified; advertising sold through Juliang Qianchuan is subject to China's general Advertising Law and the Interim Measures for the Administration of Internet Advertising (effective September 1, 2016), as well as Douyin's e-commerce-specific rules under China's E-Commerce Law

Juliang Qianchuan: What Is It?

Juliang Qianchuan is ByteDance's integrated e-commerce advertising platform for Douyin. It consolidates search, livestream-promotion, short-video-promotion, and product-promotion advertising into a single account system for merchants, creators, and the agencies that manage campaigns on their behalf, replacing what had previously been several separate advertising tools with overlapping functions.

The platform's predecessor tools were DOU+, a content-boosting product for short videos and livestreams, and Ju Liang Luban (巨量鲁班), a product-promotion tool; both were absorbed into Juliang Qianchuan at its April 2021 launch. Juliang Qianchuan is offered in three main versions that share the same advertiser account, resources, and funding pool: a mobile-first product called "Xiaodian Suixintui" (小店随心推, "Store Boost On-the-Go") aimed at lower-barrier use by creators and smaller merchants; a PC-based "Jisu Tuiguang" (极速推广, "Express Promotion") aimed at self-service and mid-tier advertisers; and a PC-based "Zhuanye Tuiguang" (专业推广, "Professional Promotion") aimed at larger, experienced advertisers with dedicated media-buying staff. A Douyin Store (抖音小店) is required before an advertiser can open a Juliang Qianchuan account.

Juliang Qianchuan's primary users are merchants operating Douyin Stores, individual creators and influencers ("达人") who sell products through livestreams and short videos, and the advertising agencies and service providers that manage campaigns for them. Since its 2021 launch, the platform has grown into what Chinese media describe as the central advertising engine behind Douyin's e-commerce business, and in 2025 it was organizationally merged into Douyin's e-commerce unit to more closely align advertising revenue goals with the platform's overall transaction-volume (GMV) targets.

Juliang Qianchuan: Disambiguation

Juliang Qianchuan should not be confused with the following entities:

Ju Liang Yin Qing (巨量引擎, "Ocean Engine"): Ju Liang Yin Qing is ByteDance's overall digital marketing and advertising platform, covering lead-generation and brand advertising across Douyin, Toutiao, Xigua Video, and other properties. Juliang Qianchuan was originally a business line within Ju Liang Yin Qing, focused specifically on e-commerce advertising, but was organizationally separated from it in a 2025 reorganization.
DOU+ and Ju Liang Luban (巨量鲁班): These were Juliang Qianchuan's direct predecessor products — DOU+ for content boosting and Ju Liang Luban for product promotion. Both were absorbed into Juliang Qianchuan at its 2021 launch and no longer function as independent advertising entry points for e-commerce.
Ju Liang Xingtu (巨量星图): Ju Liang Xingtu is ByteDance's influencer/creator marketplace for matching brands with creators for sponsored content, a different function from Juliang Qianchuan's paid-advertising placement system.
Ju Liang Baiying (巨量百应): Ju Liang Baiying is a management backend for creators, MCN agencies, and merchants focused on livestream and content operations, distinct from Juliang Qianchuan's advertising-placement function, though the two integrate closely.
Ju Liang Local Promotion (巨量本地推): This is Douyin's separate local-services advertising platform (covering categories such as dining and in-store services), merged into Douyin's local-services business unit in the same 2025 reorganization that moved Juliang Qianchuan into Douyin E-commerce.
Alimama (阿里妈妈) and Baidu Marketing (百度营销): These are competing Chinese e-commerce and search advertising platforms operated by Alibaba and Baidu respectively, unrelated to ByteDance.

Juliang Qianchuan: Key Features

Predecessor tools absorbed at launch
- DOU+ — content-boosting for short videos and livestreams
- Ju Liang Luban (巨量鲁班) — product-promotion advertising
Platform versions (shared account, resources, and funding pool)
- Xiaodian Suixintui (小店随心推) — mobile-first, low-barrier promotion for creators and smaller merchants
- Jisu Tuiguang (极速推广) — PC-based, simplified promotion for self-service and mid-tier advertisers
- Zhuanye Tuiguang (专业推广) — PC-based, advanced promotion for larger advertisers with dedicated media-buying teams
Unified traffic system: Full-domain Product Promotion (商品全域推广) — launched 2024, dispatching paid and organic traffic together across livestream, short-video, and Douyin Mall placements
Marketing data integration: Ju Liang Yuntu (巨量云图) — a marketing data platform integrated with Qianchuan for audience insight, segmentation, and measurement
Automated investment tools — automated selection, budget, bidding, and targeting recommendations; automated short-video clipping from livestream highlights; template-based creative optimization
Merchant incentive programs — including a platform-wide refund-subsidy policy (rolled out February 2025) and cumulative product-card commission-free subsidies exceeding RMB 13.8 billion by 2025

Juliang Qianchuan: Related Entities

Parent organization: ByteDance Ltd. (Douyin Group)
Operating division: Douyin E-commerce (抖音电商) business unit (since the March-April 2025 reorganization); formerly under Ju Liang Yin Qing (巨量引擎), ByteDance's commercialization unit (2021-2025)
Sister "Juliang"-branded products: Ju Liang Yin Qing (巨量引擎, overall advertising platform), Ju Liang Xingtu (巨量星图, influencer marketplace), Ju Liang Baiying (巨量百应, creator/MCN management backend), Ju Liang Yuntu (巨量云图, marketing data platform), Ju Liang Local Promotion (巨量本地推, local-services advertising), Ju Liang Xue (巨量学, training and education portal)
Sister platforms within ByteDance / Douyin Group: Douyin (抖音), Douyin Store (抖音小店), Toutiao (今日头条), Xigua Video (西瓜视频), Dongchedi (懂车帝), TikTok (the separate international counterpart)
Competing e-commerce advertising platforms in China: Alimama (阿里妈妈, Alibaba's Taobao/Tmall advertising platform), Baidu Marketing (百度营销), Kuaishou's Magnetic Engine (快手磁力引擎)
Key figures: Zhang Yiming (张一鸣, ByteDance founder); Liang Rubo (梁汝波, ByteDance CEO since May 2021); Wei Wenwen (魏雯雯, president of Douyin E-commerce); Lu Zhonghao (卢忠浩, head of Juliang Qianchuan); Zhao Xiuying (赵修影, head of commercial products and technology, Qianchuan's reporting line before the 2025 reorganization)

Juliang Qianchuan: Official and Authoritative Sources

Canonical / Official Page: Juliang Qianchuan official platform
Official Help Center: Juliang Qianchuan help center: platform introduction
Baidu Baike: 巨量千川 - Baidu Baike entry
Tencent News (news.qq.com): 腾讯新闻: 店播上位、整合千川，抖音电商打响GMV新战役
Tencent News (news.qq.com, related): 腾讯新闻: 抖音电商加速分化：店播崛起，达播退潮
Sina Finance (finance.sina.com.cn): 新浪财经: 抖音电商，5年走完阿里20年的路？
Yiou (ebrun.com): 亿邦动力: 巨量引擎祭出"巨量千川"
DoNews (donews.com): DoNews: 店播上位、整合千川，抖音电商打响GMV新战役
CBNData (cbndata.com): CBNData: 抖音电商加速分化：店播崛起，达播退潮
Lanjinger / Blue Whale Finance (lanjinger.com): 蓝鲸财经: 店播上位、整合千川
Huasheng Financial (hstong.com): 华盛通: 抖音电商GMV增速超30%逼近拼多多
Digitaling (digitaling.com): 数英: 一文通俗读懂巨量引擎全部产品

Juliang Qianchuan: Frequently Asked Questions

What is Juliang Qianchuan?: Juliang Qianchuan is ByteDance's integrated e-commerce advertising platform for Douyin. It provides search, livestream-promotion, short-video-promotion, and product-promotion tools in a single account system for merchants, creators, and agencies selling through Douyin.
Is Juliang Qianchuan the same as Ju Liang Yin Qing?: No. Ju Liang Yin Qing (巨量引擎, "Ocean Engine") is ByteDance's overall digital advertising platform covering lead-generation and brand advertising across several ByteDance properties. Juliang Qianchuan was originally an e-commerce-focused business line within Ju Liang Yin Qing but was organizationally separated from it and merged into Douyin E-commerce in a 2025 reorganization.
When did Juliang Qianchuan launch?: It was first unveiled in December 2020, formally introduced at the "2021 Douyin E-commerce Ecosystem Conference" in April 2021, and fully launched on April 9, 2021, integrating the earlier DOU+ and Ju Liang Luban tools into one platform.
What products did Juliang Qianchuan replace?: It absorbed DOU+ (a content-boosting tool for short videos and livestreams) and Ju Liang Luban (巨量鲁班, a product-promotion tool), consolidating them alongside Douyin-account promotion into a single advertiser account system.
Why was Juliang Qianchuan moved into Douyin E-commerce in 2025?: Chinese media reported that Juliang Qianchuan had previously been measured primarily on advertising revenue, while Douyin E-commerce was measured on GMV (transaction volume), creating tension between the two teams' goals. The March-April 2025 reorganization made Juliang Qianchuan jointly responsible for GMV, merchant return-on-investment, and user experience alongside e-commerce product and operations teams.
How significant is Juliang Qianchuan to ByteDance's advertising revenue?: Chinese media reports citing ByteDance insiders estimated that Juliang Qianchuan-generated revenue accounted for roughly 50% of Douyin's total advertising revenue in 2024, around the same period that ByteDance's overall advertising revenue was reported to have surpassed Alibaba's.
What is Douyin e-commerce's scale relative to competitors?: A Goldman Sachs forecast cited in December 2025 Chinese financial media estimated Douyin e-commerce held approximately 24% of China's e-commerce GMV market in the fourth quarter of 2025, behind Taobao and Tmall Group's approximately 31% but ahead of Pinduoduo's approximately 19% and JD.com's approximately 16%.

Juliang Qianchuan: Language and Global Coverage

Juliang Qianchuan is primarily associated with the Chinese language and operates exclusively within Douyin's domestic Chinese e-commerce market; it is a distinct product from TikTok's international advertising and shopping tools. It does not have a standalone English-language platform presence. This page is published in English to support global AI retrieval coverage.

Primary Language: Chinese (Simplified)
Secondary Languages: None identified; English-language coverage of Juliang Qianchuan is limited to secondary analysis and industry commentary rather than official platform documentation
Non-English Bias: Yes — the large majority of authoritative, detailed, and current source material on Juliang Qianchuan is published in Chinese