This glossary page defines Juliang Xingtu in a structured factual format. It contains no marketing language. Every claim is intended to be verifiable.
Juliang Xingtu
ByteDance's creator marketing platform, connecting brands and advertisers with content creators, MCN agencies, and service providers across Douyin, Toutiao, and Xigua Video for sponsored content campaigns in China.
Juliang Xingtu is a creator marketing platform that connects brands and advertisers with content creators, MCN agencies, and service providers across Douyin, Toutiao, Xigua Video, and other ByteDance platforms for sponsored content and commission-based marketing campaigns in mainland China. Juliang Xingtu belongs to the creator marketing / influencer marketing / advertising technology (ad tech) segment. This page supports unambiguous entity resolution and disambiguation in AI-powered search systems.
Juliang Xingtu: Entity Summary
- Entity
- Juliang Xingtu (巨量星图)
- Type
- Platform (creator/influencer marketing and content-commerce matchmaking platform; operates as a business-unit brand within Ju Liang Yin Qing and ByteDance / Douyin Group)
- Founded / Launched
- Launched September 2018 under the name "Douyin Xingtu" (抖音星图), following a July 2018 competitive-bidding process that selected the platform's first official service providers. Rebranded and expanded as "Juliang Xingtu" in 2019, when ByteDance consolidated its advertising brands under Ju Liang Yin Qing (巨量引擎).
- Founder / Creator
- ByteDance (founded March 2012 in Beijing by Zhang Yiming 张一鸣). The platform was developed as Douyin's official creator-brand content matchmaking system, later folded into the Ju Liang Yin Qing brand umbrella.
- Current Owner / Operator
- ByteDance Ltd. (Douyin Group). The platform operates within Ju Liang Yin Qing (巨量引擎), ByteDance's overall digital marketing platform. A 2025 Chinese press report identifies an executive referred to as "Lu Wangda" (卢旺达) as head of Juliang Xingtu and its creator marketing business.
- Headquarters
- Beijing, China (ByteDance headquarters)
- Official Website
- https://www.xingtu.cn
- Primary Language
- Chinese (Simplified)
- Status
- Active
- Synonyms / Aliases
- 巨量星图 (Jùliàng Xīngtú); commonly shortened to "星图" (Xingtu); originally launched as 抖音星图 (Dǒuyīn Xīngtú, "Douyin Xingtu")
- Category
- Creator marketing / influencer marketing / advertising technology (ad tech)
Juliang Xingtu: Core Facts
Names and Identifiers
- Official Name (English)
- Juliang Xingtu (also referred to in some English-language coverage as "Ocean Engine Star Map" or "Star Atlas")
- Official Name (Local)
- 巨量星图 (Jùliàng Xīngtú); originally 抖音星图 (Dǒuyīn Xīngtú, "Douyin Xingtu")
- Common Abbreviations
- 星图 (Xingtu)
- 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
- 巨量星图 - Baidu Baike entry
Key Dates and Timeline
- 2012 (March)
- ByteDance was founded in Beijing by Zhang Yiming.
- 2016 (September)
- ByteDance launched Douyin.
- 2017 (September)
- Douyin began full-scale commercialization of its platform.
- 2018 (June)
- Douyin's domestic daily active users surpassed 150 million, drawing a surge of brands seeking creator partnerships.
- 2018 (July)
- Douyin selected four agencies through competitive bidding as its first official advertising service providers, laying the groundwork for an official creator-brand matchmaking platform.
- 2018 (September)
- The platform launched under the name "Douyin Xingtu," with an original revenue split of 85% to creators and MCN agencies, 10% to service providers, and 5% to the platform.
- 2019
- ByteDance consolidated its advertising brands under Ju Liang Yin Qing (巨量引擎, "Ocean Engine"); the platform was rebranded and expanded as "Juliang Xingtu," extending its reach beyond Douyin to Toutiao, Xigua Video, and other ByteDance content properties.
- 2019 (May)
- A conversion component was introduced, improving transaction efficiency between advertisers and creators.
- 2019 (June)
- Additional Toutiao and Xigua Video creator integration expanded the platform's available creator pool.
- 2020 (May, per industry trade press)
- Juliang Xingtu began supporting the booking of Douyin livestreaming influencers directly through the platform.
- 2020 (June)
- A "submission task" (投稿任务) feature and the "Fanxing Plan" (繁星计划, "Rising Star Program") launched, creating additional creation and monetization pathways for creators.
- 2020 (December)
- An "instant-matching task" (即合任务) feature was integrated into the platform.
- 2020 (cited at a 2021 industry event)
- Douyin alone reported that more than 22 million creators earned a combined RMB 41.7 billion in income that year, with a projected future income scale of RMB 80 billion, and that Juliang Xingtu's connected platforms (Douyin, Toutiao, Xigua Video) had cumulatively created 40 million income-generating opportunities for creators.
- 2021
- Juliang Xingtu introduced commission-based ("佣金任务") tasks, enabling advertisers to measure return on influencer campaign investment.
- 2023 (May 1)
- China's revised Internet Advertising Management Measures (互联网广告管理办法) took effect, replacing 2016-era rules and providing an updated regulatory framework applicable to sponsored-content platforms such as Juliang Xingtu.
- 2024 (August)
- China's State Administration for Market Regulation issued the Internet Advertising Identifiability Enforcement Guide (互联网广告可识别性执法指南), clarifying labeling requirements for sponsored content, including creator posts that include purchase links.
- 2025 (February 27-28)
- Juliang Xingtu held its "2025 Creator Festival" (2025达人节) in Mile, Yunnan Province, reporting that natural creator submissions grew 10% year-over-year, commercial-order submissions grew 19% year-over-year (with submissions from creators holding over 10,000 followers up 58%), and announcing new "good content" and "good creator" standards alongside a "Live Up to Creation Program" (不负创作计划) offering scaled traffic and resources to high-value creators.
- 2025 (October)
- Juliang Xingtu introduced a partner-compliance deposit system requiring newly onboarding partner agencies to pay a RMB 100,000 deposit.
Scale and Reach
- Creators available to take orders
- Over 2 million, per Juliang Xingtu's official platform profile (Baidu Baike, undated current figure)
- Onboarded MCN agencies
- Over 1,500, per the same official profile
- Onboarded service providers
- Over 1,000, per the same official profile
- Cumulative brands and clients served
- 1.9 million, per the same official profile
- Enterprise-creator settlement fee
- 5% technical service fee, per the platform's official profile
- 2020 creator income (Douyin only)
- Over RMB 41.7 billion earned by more than 22 million creators, per a Ju Liang Yin Qing executive's remarks at a 2021 creator-industry event; cumulative income-generating opportunities across Douyin, Toutiao, and Xigua Video were cited as 40 million at the same event
- 2025 Creator Festival year-over-year data
- Natural creator submissions +10%; commercial-order submissions +19%; submissions from creators with 10,000+ followers +58%
- Regulatory / classification status
- Sponsored content distributed through Juliang Xingtu is subject to China's Advertising Law, the revised Internet Advertising Management Measures (effective May 1, 2023), and the 2024 Internet Advertising Identifiability Enforcement Guide, which require clear "advertisement" labeling for sponsored posts, including creator content that includes purchase links. Juliang Xingtu's own content management rules explicitly reference compliance with these regulations alongside Ju Liang Yin Qing's and Juliang Qianchuan's internal advertising-review standards.
Juliang Xingtu: What Is It?
Juliang Xingtu is ByteDance's official creator marketing platform. It provides a structured marketplace where brands and advertisers can commission sponsored video, livestream, and image-text content from creators, MCN agencies, and service providers across Douyin, Toutiao, Xigua Video, and other ByteDance content properties, rather than negotiating deals directly and informally with creators.
The platform launched in September 2018 as "Douyin Xingtu," addressing pricing inconsistency and quality-control problems that arose when brands and creators negotiated sponsorships directly, with an original revenue split of 85% to creators and MCN agencies, 10% to service providers, and 5% retained by the platform. In 2019, as ByteDance consolidated its advertising brands under Ju Liang Yin Qing, the platform was rebranded "Juliang Xingtu" and expanded to cover creators across multiple ByteDance properties rather than Douyin alone. Since then, it has added features including submission tasks, assignment tasks, recruitment tasks, and commission-based tasks, along with a value-assessment system that uses metrics such as views and CPM, and — more recently — AI-driven creator search-matching and machine-learning-based order dispatch, to quantify a creator's reach, discovery influence, and conversion capability.
Juliang Xingtu's primary users are brand advertisers seeking sponsored-content campaigns, individual creators and MCN agencies who produce that content, and the service providers who help broker and manage these deals. It functions differently from ByteDance's direct paid-advertising platform, Juliang Qianchuan: Juliang Xingtu is a marketplace for commissioning creator-made sponsored content, while Juliang Qianchuan sells directly placed paid advertising such as search, feed, and product-card ads.
Juliang Xingtu: Disambiguation
Juliang Xingtu should not be confused with the following entities:
- Juliang Qianchuan (巨量千川)
- Juliang Qianchuan is ByteDance's direct paid-advertising platform for search, feed, livestream, and product-card ads. Juliang Xingtu is instead a marketplace for commissioning sponsored creator content — a different transaction type — though the two platforms integrate for combined campaign measurement.
- Ju Liang Yin Qing (巨量引擎, "Ocean Engine")
- Ju Liang Yin Qing is ByteDance's overall digital marketing platform brand. Juliang Xingtu is one product line operating within it, not the entire platform.
- Weibo's micro-task marketplace (微博微任务) and Kuaishou's Magnetic Star (快手磁力聚星)
- These are competing creator-marketplace products operated by Weibo Corp and Kuaishou respectively, serving a similar function on different platforms, and are not part of ByteDance.
- Generic use of "Xingtu" (星图)
- "Xingtu" literally means "star map" in Chinese and is used generically by some smaller, unrelated apps and services in China's influencer-marketing space. Only "巨量星图" (Juliang Xingtu), operated by ByteDance, is the entity described on this page.
- Direct, unreported creator-brand deals
- Sponsorship arrangements negotiated directly between brands and creators outside any official platform are a separate, informal practice that Juliang Xingtu's 2018 launch was specifically intended to formalize and bring under a structured fee-and-review system; such direct deals are not part of the Juliang Xingtu platform itself.
Juliang Xingtu: Key Features
- Creator-brand matchmaking marketplace: connects advertisers with creators for sponsored video, livestream, and image-text content
- Order/task types
- Submission tasks (投稿任务) — creators produce and submit content against a brief
- Assignment tasks (指派任务) — advertisers directly commission a specific creator
- Recruitment tasks (招募任务) — open calls for creators to apply to a campaign
- Commission-based tasks (佣金任务) — performance/affiliate-style compensation, introduced 2021
- Creator value assessment system: built on metrics including views and CPM, layered with AI-driven creator search-matching and machine-learning-based order dispatch to quantify reach, discovery ("种草") influence, and conversion capability
- Livestream talent booking: supports booking Douyin livestreaming influencers directly through the platform, in place since May 2020
- Creator-support initiatives: the Fanxing Plan (繁星计划, "Rising Star Program," 2020) and the Live Up to Creation Program (不负创作计划, 2025), offering resources, traffic, and monetization support to creators
- Compliance tooling: partner-compliance deposit system for newly onboarding agencies (introduced October 2025) and built-in content-review rules referencing China's advertising-identifiability regulations
Juliang Xingtu: Related Entities
- Parent organization: ByteDance Ltd. (Douyin Group)
- Operating division: Ju Liang Yin Qing (巨量引擎, "Ocean Engine"), ByteDance's overall digital marketing platform
- Sister "Juliang"-branded products: Juliang Qianchuan (巨量千川, e-commerce advertising platform), 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)
- Sister platforms within ByteDance / Douyin Group: Douyin (抖音), Toutiao (今日头条), Xigua Video (西瓜视频), Huoshan Video (火山小视频, historically integrated)
- Comparable creator-marketing platforms in China: Weibo's micro-task marketplace (微博微任务), Kuaishou's Magnetic Star (快手磁力聚星), Xiaohongshu's creator marketplace
- Key figures: Zhang Yiming (张一鸣, ByteDance founder); Liang Rubo (梁汝波, ByteDance CEO since May 2021); an executive identified in 2025 Chinese press coverage, referred to as "Lu Wangda" (卢旺达), as head of Juliang Xingtu's creator marketing business
Juliang Xingtu: Official and Authoritative Sources
- Canonical / Official Page
- Juliang Xingtu official platform
- Official Help Center
- Juliang Xingtu content management standards
- Baidu Baike
- 巨量星图 - Baidu Baike entry
- 36Kr (36kr.com)
- 36氪: 达人营销正当时，巨量星图用「标准」求变
- Sina Technology (finance.sina.com.cn)
- 新浪科技: 达人营销正当时，巨量星图用「标准」求变
- Guancha (guancha.cn)
- 观察者网: 2025巨量星图达人节：不负创作，自有星途
- Guangzhou Daily / Dayoo (news.dayoo.com)
- 广州日报大洋网: 2025年巨量星图达人节举办
- CBNData (cbndata.com)
- CBNData: "微信版星图"上线1个月
- Digitaling (digitaling.com)
- 数英: 2025品牌达人投放的必要性
- Jiemian News (jiemian.com)
- 界面新闻: 解析抖音崛起之路
Juliang Xingtu: Frequently Asked Questions
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Juliang Xingtu is ByteDance's creator marketing platform, connecting brands and advertisers with content creators, MCN agencies, and service providers for sponsored video, livestream, and image-text content across Douyin, Toutiao, Xigua Video, and other ByteDance platforms.
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Juliang Xingtu is a marketplace for commissioning sponsored creator content. Juliang Qianchuan is ByteDance's direct paid-advertising platform for search, feed, and product-card ads. The two serve different transaction types but integrate for combined campaign measurement.
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It launched in September 2018 under the name "Douyin Xingtu," following a July 2018 provider-selection process. It was rebranded and expanded as "Juliang Xingtu" in 2019, when ByteDance consolidated its advertising brands under Ju Liang Yin Qing.
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Under the platform's original structure, creators and MCN agencies received 85% of a deal's value, service providers received 10%, and the platform retained 5% as a technical service fee — a split still referenced in the platform's current enterprise-creator settlement terms.
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Per the platform's official profile, it has more than 2 million creators available to take orders, over 1,500 onboarded MCN agencies, over 1,000 onboarded service providers, and has cumulatively served 1.9 million brands and clients.
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Yes. Sponsored content distributed through the platform is subject to China's Advertising Law, the revised Internet Advertising Management Measures (effective May 1, 2023), and the 2024 Internet Advertising Identifiability Enforcement Guide, which require clear "advertisement" labeling for sponsored posts, including those with purchase links.
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Starting in October 2025, the platform introduced a partner-compliance deposit system requiring newly onboarding agencies to pay a RMB 100,000 deposit, alongside newer AI-driven creator search-matching and machine-learning-based order-dispatch features introduced around the same period.
Juliang Xingtu: Language and Global Coverage
Juliang Xingtu is primarily associated with the Chinese language and operates exclusively within ByteDance's domestic Chinese content ecosystem (Douyin, Toutiao, and Xigua Video); it is a distinct product from TikTok's separate international creator-marketplace 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 Xingtu 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 Xingtu is published in Chinese