中国での広告について知っておくべきこと Baidu、WeChat、小紅書、Douyin、Bilibili、中国GEO

はい、ただしBaiduほど簡単ではありません。小紅書は直接アカウント登録に中国の営業許可証が必要です。外国企業は通常unt registration. Foreign companies typically work through a local agency partner who handles the account setup, qualification filing, and creative submission on your behalf.

Companies registered in Hong Kong, Japan, South Korea, or Taiwan can apply with additional documentation. For all other countries, eligibility is assessed on a case-by-case basis — contact us to check before you start.

At minimum, you need a Chinese business license (if registering directly) or a partnership agreement with a certified agency. Depending on your industry, you may also need:

(a) 商標登録証明書＋許可証（非自社商標の場合必須）；

(b) ICP登録スクリーンショット（広告がウェブサイトに言及する場合）；

（c）ソフトウェア著作権証明書（アプリを参照する場合）

外国企業はBR/CR証明書（香港）または宣誓書（日本、韓国、台湾）を提出。

The review process on 小紅書（RED）\'s professional account takes up to 30 days. The platform charges a one-time review fee of CNY 600 per application — this is non-refundable even if the review fails. Because of this cost and timeline, it is worth getting the paperwork right the first time.

The account name must relate to your registered business name, trademark, or website/app name. It cannot be vague, impersonate real people, or mimic 小紅書（RED） itself. Keep it under 12 Chinese characters. Absolute claims like "No. 1," "top-tier," or "best in the country" are prohibited under China\'s Advertising Law and will cause rejection. Pinyin used to replace Chinese characters is not supported.

Two options: CPC (cost per click) and CPM (cost per thousand impressions). You pick the model that fits your goal. CPC makes sense when you want actual engagement. CPM works when brand exposure matters more. The platform is pre-paid only — no credit terms.

There is no hard minimum published by the platform, but in practice you need at least a few thousand CNY to test and gather meaningful data. Once your cumulative spend exceeds CNY 3,000, you become eligible for private messaging automation, which is worth having if lead generation is your goal.

Yes. The professional account review fee is CNY 600 (one-time, non-refundable). If you work through an agency, there is typically a service fee on top of media spend. Ask us for a quote — it depends on the scope of work.

It varies a lot by industry and targeting. Low-competition niches might see CPCs of a few yuan. Competitive categories like beauty, fashion, or mother and baby can go much higher. There is no fixed price — the system runs an auction, and your cost depends on competing bids and ad quality.

Three things to check: your bid might be too low (raise it), your targeting might be too narrow (loosen it), or your creative might have failed review (check the ad status). These are the most common reasons campaigns stall on 小紅書（RED）.

インプレッションのみでコンバージョンがない場合、オーディエンスのミスマッチかランディングページの問題。 Either you are reaching people who are not your real customers, or the page they land on does not convince them to act. Tightening targeting and rewriting the landing page copy are the first things to try.

The big ones: using someone\'s face in your avatar (not allowed), mentioning prohibited industries (finance, gambling, tobacco, medical/health, dietary supplements, weight loss), and including exaggerated or unverifiable claims. Content that looks copied or that feels like a hard-sell rather than genuine content also gets flagged. 小紅書（RED）\'s reviewers are strict about maintaining the platform\'s authentic feel.

Yes. Financial services (securities, private equity, cryptocurrency, P2P lending), gambling, tobacco, and certain health/medical categories are either restricted or completely banned. Prohibited categories also include military/police related imagery, superstition content, online fraud/job scams, micro-business/reselling, gaming account trading, and certain regulated professions.

一部の業種は広告配信に特別な承認が必要です。キャンペーン計画の前にお問い合わせください — 時間の節約になります。

アカウント名が商標を参照する場合、所有権または使用許可の証明が必要。 Own it? A registration certificate, electronic copy, or acceptance notice works. Someone else\'s trademark? You need both a formal trademark registration certificate and an authorization letter valid for at least one year from the submission date. Make sure the certificate is not expired, withdrawn, or rejected — invalid trademarks will cause the whole application to fail.

Yes. If your account name or ad content references a website, 小紅書（RED） requires a screenshot of the ICP filing (MIIT) from China\'s MIIT. One hard rule: 小紅書（RED） does not accept ICP filings for websites hosted outside mainland China. If your site is on an overseas server, your application will be rejected — you need a China-hosted landing page to proceed.

The avatar cannot be a real person\'s face or a photo showing someone\'s face. It must be relevant to your brand, product, or business entity. Using another company\'s registered trademark as your avatar is also not allowed — if it looks like it belongs to someone else, it will be rejected.

アバターは中国法に準拠する必要があります：政治的、暴力的、差別的なコンテンツ、禁止業種に関連するイメージは不可。 Once the review passes, you cannot reapply to change the avatar for 7 days.

小紅書（RED） isn't just another social media platform—it's where 350 million Chinese consumers go to research products before they buy. With 73% of users searching monthly and 90% of those searches being active intent-driven queries, XHS has become the primary research and consideration channel for categories from beauty to automotive.

Unlike platforms where ads interrupt, XHS thrives on authentic user-generated content (种草, "seeding")—everyday consumers sharing genuine experiences that plant the desire to purchase. For international brands, this means your presence on XHS isn't optional; it's how you get discovered during the critical research phase when Chinese consumers are actively comparing options.

ビジュアル提案： 3つの数字のヒーローカード：3.5億+（MAU）| 73%（月間検索率）| 90%（アクティブ検索）。

小紅書のユニークなエコシステムのナビゲートに不安がありますか？当社の中国市場スペシャリストは5億元以上のXHSキャンペーンを管理してきました。 無料プラットフォーム診断を予約 自社ブランドの適合性をご確認ください。

中国のインフルエンサー環境は3つの明確な役割に進化しています：

KOSは小紅書の革新です： 450万人以上のブランド従業員が信頼される製品エキスパートとして活動し、月間29,000件以上のリードを生成。 They combine professional knowledge with authentic engagement—think of them as your in-house influencers.

どのインフルエンサータイプが目標に合うか迷っていますか？当社チームはKOLキャンペーン、KOCシーディングネットワーク、KOSトレーニングプログラムを管理しています。 中国インフルエンサー戦略ガイドをダウンロード for a detailed framework.

Chinese consumers on XHS conduct remarkably deep research before purchasing. Take the example of a user looking for home cleaning services ("天鹅到家"):

1. Broad Search Phase –「産後ベビーシッターの見つけ方は？」→ 60件のノートを閲覧
2. Refined Search Phase –「ベビーシッターにどんな条件を指定すべき？」→ 34件のノートを閲覧
3. Detailed Search Phase – "Is '天鹅到家' reliable?" → Browses 22 notes

合計：意思決定前に116件のノートをリサーチ。

この3段階ファネルは、単に存在するだけでは不十分で、各フェーズのユーザーに対応したコンテンツが必要であることを示しています：

• Phase 1: 幅広いカテゴリの質問に答える教育コンテンツ
• Phase 2: ユーザーが条件を絞り込むのに役立つ比較コンテンツ
• Phase 3: 信頼を構築する検証コンテンツ（レビュー、ケーススタディ）

あなたのコンテンツは3つの検索段階すべてをカバーしていますか？当社のコンテンツストラテジストが検索データを分析し、ファネルのギャップを特定します。 無料コンテンツギャップ分析をリクエスト for your category.

Yes. Foreign companies can run ads on WeChat through a certified agency partner. WeChat requires a Chinese business license for direct account setup, so foreign entities typically need an agency to handle account creation, qualification filing, and ad submissions on their behalf.

香港、日本、韓国、台湾の企業は追加書類が必要なため、手順が多少異なります。 We can help you figure out the fastest path based on your company location.

At minimum, you need a Chinese business license or a partnership with a certified WeChat advertising agency. Depending on your industry, additional documents may include:

(a) 商標登録証明書＋許可証（広告が非自社ブランドに言及する場合に必要）；

(b) ICP登録スクリーンショット（広告がウェブサイトに言及する場合 — サイトは中国本土でホストされている必要があります）；

(c) 医療、金融、教育などの規制セクター向けの業界固有ライセンス。

Foreign entities typically need a BR or CR certificate (Hong Kong companies) or equivalent documentation for other jurisdictions.

WeChatは4つの料金モデルを提供。キャンペーン目標に基づいて選択：

CPM (Cost Per Mille) — 1,000インプレッションごとに課金。リーチがクリックより重要なブランド認知キャンペーンに最適。

CPC (Cost Per Click) — Pay only when someone clicks your ad. Better for driving traffic to your landing page, mini program, or official account.

Per Article — インフルエンサーコンテンツ（相互選択広告）に使用。公開記事ごとに固定料金。

CPS (Cost Per Sale) — 販売が成立した場合のみ課金。コミッション率を設定し、実際の売上から支払い。

Most advertisers start with CPM or CPC. The right choice depends on your campaign objective — we can advise on which model fits your goals best.

oCPC stands for Optimized Cost Per Click. It is an intelligent bidding mode where WeChat optimizes toward your actual conversion goal rather than just clicks.

With regular CPC, you pay for each click regardless of what happens after. With oCPC, you define a conversion event (like a form submission, app install, or purchase), and WeChat's algorithm optimizes delivery toward users most likely to complete that action.

Use oCPC when you want to focus on results, not just traffic. The catch: you need enough conversion data (typically 20+ conversions per week) for the algorithm to learn effectively. If you are starting from scratch, regular CPC or CPM might be better until you have some data to feed the system.

WeChat広告はプリペイドモデル。広告配信前に広告アカウントに資金を入金します。 There is no post-pay or credit option for most advertisers.

Recharge is done through the Tencent Ads platform (ads.e.qq.com) or through your agency partner. Minimum recharge amounts vary — check with us for current thresholds.

Fees are deducted based on your chosen billing model (CPM, CPC, oCPC, etc.) and are calculated in real time. You can set daily or campaign-level spending caps to control your budget, which is useful when you are testing.

For foreign companies, working through a certified agency is usually the smoother option — the agency handles account funding and billing logistics in CNY.

There is no official minimum budget published by WeChat, but in practice you need at least CNY 5,000 to 10,000 for meaningful testing. Spending less often means not gathering enough data to optimize your campaigns effectively.

WeChat ads work well for brands that want to build awareness within specific Moments feed placements or target Official Account followers. If your goal is lead generation, there are more cost-efficient platforms — but WeChat is unmatched for reach within the WeChat ecosystem.

「何に対して支払うか」と考えてください：

CPM — Cost Per Mille（CPM）。1,000インプレッションごとに課金。1,000人に広告が表示されたら1回課金。

CPC — Cost Per Click（CPC）。クリックされた場合のみ課金。クリックなし、課金なし。

CPA — Cost Per Action（CPA）。アプリのダウンロードやサインアップなど、特定のアクションが完了した場合に課金。 Useful when you want to pay for results, not just traffic.

CPT — Cost Per Time. You pay a fixed fee for a time slot, such as CNY 10,000 for one day. Common for reserved placements and contract deals.

oCPM / oCPC — The smart versions. The system optimizes delivery toward users most likely to convert, which means less guesswork for you. Good for beginners who want the algorithm to handle targeting.

Different ad placements and campaign goals call for different billing models. You pick based on what you are trying to achieve.

Two different ways to buy ad space:

Auction ads — Compete in real time with other advertisers. Higher bid plus better ad quality wins the slot. You control the budget yourself, can pause anytime, and there is no minimum spend. This is what most advertisers start with.

Contract ads — Negotiate a fixed price with the platform upfront for guaranteed placement. You get a fixed position at a fixed time for a fixed duration. Requires more budget and advance planning. Makes sense when you have a product launch or seasonal campaign and need guaranteed visibility.

Auction ads are simpler and more flexible. Contract ads are for when you need certainty. Most TMG clients begin with auction ads.

広告が表示されるかどうかを決定する2つの要素：入札額と広告品質スコア。

Bid — アクション（クリック、インプレッション、コンバージョン）ごとに支払う意思のある金額。キャンペーン作成時に設定。

Ad quality — 関連性、クリック率、ランディングページエクスペリエンスから計算。高品質な広告は低い入札額でもオークションに勝利可能。

It is not just about how much you spend. A well-crafted ad with strong relevance can outperform a competitor bidding higher. WeChat's auction system rewards relevance alongside budget.

WeChat runs real-time monitoring for suspicious click activity. If the same user clicks your ad multiple times in a short period, those extra clicks are filtered out and you are not charged for them.

The platform automatically flags patterns like rapid repeated clicks, automated bots, or other suspicious behavior. WeChat will not charge you for clicks deemed fraudulent.

If you notice unusual activity in your dashboard, you can report it. Their team reviews reported cases and adjusts the billing accordingly.

There is no fixed CPC — it varies by industry, targeting, and ad placement. WeChat Moments ads tend to have higher CPCs than Mini Program or Official Account placements because of the premium placement.

Low-competition niches might see CPCs of a few yuan. Competitive categories like beauty, fashion, or food and beverage can go significantly higher. The auction-based system means your bid and ad quality both matter.

We will share benchmark data for your specific industry during our onboarding call.

Tencent AdsはWeChatだけではありません。複数のプラットフォームにまたがるエコシステムです：

WeChat Moments — WeChatのオーガニック投稿の間に表示されるフィード広告。高いエンゲージメント、強力なブランドプレゼンス。

WeChat Official Accounts — 公式アカウント内のバナーと記事ネイティブ広告。購読者ベースの構築に効果的。

Mini Programs — Ads that drive users directly into WeChat mini programs. Ideal for e-commerce, services, and app-like experiences without requiring an app download.

WeChat Video Channels — WeChatのビデオフィード内のショート動画広告。中国でショートフォームコンテンツが拡大するにつれ急速に成長。

WeChat Search — Ads that appear in WeChat's internal search results. Catches users actively looking for something specific.

WeChat自体に加えて、Tencent Adsは以下もカバー： QQ (desktop and mobile), Tencent Video, Tencent News, and the Tencent Display Network (a network of partner apps and websites). If you want broad reach across China's internet, Tencent Ads gives you one entry point to manage it all.

We will recommend the right mix based on your target audience and campaign goals.

はい。WeChatは厳格な広告規制に従います。禁止または厳しく制限されている業種：

金融：証券、プライベートエクイティ、暗号通貨、P2Pレンディング、オンラインマイクロレンディング；

医療：特定の医療行為、処方薬、未承認の健康製品；

Gambling and lotteries;

Tobacco and related products;

Certain regulated professions requiring government licenses;

WeChatコミュニティガイドラインまたは中国広告法に違反するコンテンツ。

Some industries can advertise with special approval. お問い合わせ us before planning your campaign — we can check eligibility upfront.

WeChatで広告が否認される最も一般的な理由：

(1) Exaggerated or unverifiable claims — phrases like "best," "lowest price," or "100% effective" violate advertising law;

(2) Missing or expired qualifications — your business license, trademark certificates, or industry licenses must be current and relevant to the advertised product;

(3) Landing page issues — the site must be hosted in mainland China with a valid ICP filing, and must be accessible;

(4) 禁止コンテンツカテゴリ — 製品またはサービス自体が制限カテゴリに該当する可能性；

(5) Creative copy that feels like a hard sell rather than authentic content — WeChat reviewers pay close attention to whether ads fit the platform tone.

Yes. Overseas companies can advertise on Douyin through a certified Ocean Engine agency partner. Douyin requires a Chinese business license for direct account registration, so foreign entities typically work through an agency that handles account creation, qualification filing, and ad submissions on your behalf.

Ocean Engine offers bilingual support for international advertisers and has dedicated account managers for foreign brands entering the Chinese market. The onboarding process is more structured compared to other platforms, with clear documentation requirements.

Douyin is the Chinese domestic version of TikTok, operated by ByteDance. TikTok Ads is the international platform that lets you run ads across TikTok, but it does not cover Douyin. Ocean Engine is the self-serve advertising platform specifically for Douyin, Toutiao, Xigua Video, and other ByteDance properties in China.

わかりやすく言えば：TikTok広告は中国国外のユーザーにリーチ。Ocean Engineは中国国内の7億人以上のデイリーアクティブユーザーにリーチ。 If your target market is Chinese consumers, Ocean Engine is your platform. If you are targeting overseas audiences, TikTok Ads is separate.

Some agencies offer both, letting you manage both markets from one interface, but the accounts and ad systems are technically separate.

For overseas companies working through an agency, the agency typically provides the qualification gateway. Your side will generally need:

(a) 会社登録書類（営業許可証、設立証明書、または同等のもの）；

(b) ブランド商標登録証明書または許可証（非自社ブランドを広告する場合）；

(c) 中国本土でホストされ、有効なICP登録があるランディングページ（ほとんどの製品カテゴリに必要）；

(d) Industry-specific licenses if applicable (healthcare, education, finance, and similar regulated sectors have additional requirements).

正確な書類リストは業界と製品カテゴリによって異なります。 We can provide a tailored checklist based on what you are advertising.

Account review typically takes 1 to 3 business days for basic qualifications. Ad creative review is usually faster: most ads are reviewed within 4 to 12 hours under normal circumstances. During peak periods or holidays, it can extend to 24 to 48 hours.

You cannot run ads until your account passes qualification review. Once approved, subsequent ad submissions generally move faster since your account history is on file.

The minimum daily budget per ad set is approximately USD 50 (or CNY equivalent). For meaningful testing and data gathering, most advertisers start with a test budget of USD 1,000 to 2,000 per month. Spending less than that often does not give the algorithm enough data to optimize effectively.

There is no mandatory monthly minimum published by the platform, but ad delivery can be constrained if your daily budget is too low relative to your targeting scope and market competition.

Ocean Engineは複数の課金モデルをサポート：

CPM (Cost Per Mille) — 1,000インプレッションごとに課金。ブランド認知キャンペーンに適しています。

CPC (Cost Per Click) — クリックごとに課金。トラフィック誘導に効果的。

oCPM / oCPC — The optimized versions. You define a conversion goal (app install, purchase, form fill) and the system optimizes toward users most likely to convert. These tend to deliver better ROI once you have conversion data to feed the algorithm.

CPV (Cost Per View) — 動画広告に使用。ユーザーが動画の定義された時間を視聴した場合に課金。

The platform runs on pre-paid billing for most international advertisers. You deposit funds and the system deducts as campaigns run.

ベンチマークは業界、ターゲティング、広告配置によって大きく異なりますが、一般的な範囲：

CPM: USD 3 to 10 (roughly CNY 22 to 72) per 1,000 impressions, depending on placement and competition.

CPC: USD 0.50 to 1.50 (roughly CNY 3.5 to 11) per click. Competitive categories like beauty, fashion, and gaming run higher.

CPA / CPA goals through oCPM: typically USD 10 to 40 (CNY 70 to 290) depending on the conversion event and industry. App installs tend to be on the lower end; high-ticket purchases or lead forms run higher.

These are indicative ranges, not guarantees. Actual costs depend on your targeting precision, creative quality, and auction competition at the time of delivery.

Most international advertisers operate on a pre-paid basis. You deposit funds into your ad account before campaigns launch. There is no universal credit line available for overseas companies by default.

Monthly billing (post-pay) may be available for established accounts with significant spend history and a direct relationship with ByteDance or a top-tier agency partner. This is not standard and requires negotiation. Most new advertisers should budget for pre-paid deposits.

Ocean Engineは他の主要広告プラットフォームと同様のリアルタイムオークションシステムを使用。 Your ad rank is determined by a combination of bid amount and predicted conversion rate (for oCPC/oCPM) or click-through rate (for CPC/CPM).

The formula is roughly: ad rank = bid x predicted CTR (for standard bidding) or bid x predicted conversion rate (for optimized bidding). Higher quality ads with better relevance scores can outperform competitors with higher bids.

You can also set bid caps (maximum cost per click or cost per thousand impressions) to control spend, or let the system use automatic bidding to optimize for your stated goal within your budget.

Douyinはエコシステム全体で幅広い広告フォーマットを提供：

In-Feed Ads — ユーザーのメインDouyinフィードに表示されるショート動画広告。最も一般的なフォーマット。数秒後にスキップ可能。

TopView — Full-screen video ad that plays automatically when users open Douyin. Premium placement, high impact.

Brand Takeover — Static image or video that takes over the entire screen for a moment when the app opens.

Search Ads — Douyinのアプリ内検索結果に関連キーワードで表示されるテキストと動画広告。

Spark Ads — Native content format that blends with organic posts. Users can interact with it like regular content.

Native Hot List — Douyinのトレンドコンテンツセクションに配置される広告。

In-Article Ads — Toutiao（ByteDanceのニュースアプリ）内のディスプレイと動画広告。

Video creative is central to Douyin. Static image ads exist but video consistently outperforms them on engagement and conversion.

すべての主要な中国広告プラットフォームと同様に、Douyinは以下を制限または禁止：

金融：証券、プライベートエクイティ、暗号通貨、P2Pレンディング、マイクロレンディング；

医療：処方薬、未承認の医療行為、特別承認が必要な医療機器；

Gambling, lotteries, and related services;

Tobacco and related products;

実際の人物の証言（同意のない個人の顔）を含むコンテンツ；

政府発行の特別許可が必要な製品またはサービス；

Content that violates Chinese advertising law, including superlative claims ("best," "lowest price," "100% effective").

一部の制限カテゴリは特別資格承認により広告可能。キャンペーン計画の前にお問い合わせください。

Under normal conditions, ad creative review takes 4 to 12 hours. During high-traffic periods (holidays, 618 / Double 11 shopping festivals), it can extend to 24 to 48 hours.

Accounts with a clean history and previously approved creatives tend to get faster re-reviews. New accounts or first-time submissions for new product categories may take longer as reviewers assess your qualifications from scratch.

The most common reasons for rejection:

(1) Exaggerated or unverifiable claims — superlatives, guaranteed results, "best" language, and similar phrases violate Chinese advertising law;

(2) Landing page mismatch — the ad content must match the landing page. Redirecting to a generic homepage or a page with different products is a common rejection trigger;

(3) Missing or incomplete ICP filing — your landing page must be hosted in mainland China with a valid ICP license;

(4) Content that mimics organic posts too closely — Douyin reviewers are sensitive to content that tries to disguise advertising as user-generated content without proper disclosure;

(5) 必要な資格書類のない制限業種または製品カテゴリ。

提出前にDouyinのコンプライアンスガイドラインに照らしてクリエイティブとランディングページを監査し、否認を最小化します。

TikTokのクリエイティブをDouyinに転用できますが、修正が必要になることを想定してください。 The platforms share the same vertical video format, so editing is minimal. However:

(1) Subtitles and text overlays — Add simplified Chinese subtitles. Some advertisers also add Chinese text overlays for brand name and key selling points;

(2) Voiceover — If your TikTok has English voiceover, consider replacing it with Chinese voiceover or keeping it with Chinese subtitles. Chinese-speaking presenters tend to perform better;

(3) Landing page — Your TikTok ad likely links to a Western landing page. For Douyin, you need a mainland China-hosted page with ICP filing;

(4) Music and sound — Douyin has its own music library and popular tracks. Using trending Douyin sounds can improve organic-style performance.

The creative concept and format translate well. The localization work is mainly in language, landing page, and audio adaptation.

The Ocean Engine App (巨量引擎APP) supports up to 5 logged-in accounts per device. This limit is set to protect account security and ensure clean permission separation across teams.

If you manage more than 5 accounts, you can grant access to additional accounts through the authorization mechanism within the platform — no need to log in and out repeatedly. For large agency setups managing dozens of advertiser accounts, authorization is the recommended approach.

最新のアプリアップデート後、コメント管理とリード管理の場所が変わりました。 The new path is:

Home → Tap [All Accounts] at the top → Select a specific account → Scroll to the bottom → [Common Tools]

Both Comment Management and Lead Management are now grouped under Common Tools, along with other frequently used utilities. If you bookmarked a shortcut on the old version, it will no longer work — you will need to navigate through this new path after updating.

アプリでアカウントレベルの予算を直接変更する2つの方法：

Path 1 (Juliangqianchuan & Juliangmarketing): Home → Tap [All Accounts] at the top → Select an account → Budget field is editable inline on the account overview page.

Path 2 (Juliangmarketing only): Accounts tab → Long-press a single account → Quick budget edit option appears.

方法1はJuliangqianchuan（EC）とJuliangmarketing（ブランド/パフォーマンス）の両方のアカウントをサポート。 Path 2 is Juliangmarketing only. If you do not see the budget edit option, check whether your account role has budget management permissions.

Ocean Engineアプリ内では、以下の方法でカスタマーサポートに連絡可能：

Accounts → Select a single account → Account Center → Tap [お問い合わせ Support]

このチャネルではリアルタイムトラブルシューティングのためのライブサポート担当者が利用可能。 This is the fastest route for account-specific issues such as billing disputes, ad rejection appeals, or access problems.

For audit-related questions and human review escalations, those are handled by the Juliangwenwen (巨量问问) system, not through the main support channel.

Yes. Foreign companies can advertise on Bilibili, but the process requires working with a certified Bilibili advertising agency or a domestic partner. Bilibili requires a Chinese business license or equivalent qualification for direct ad account registration, so most international brands go through an agency partner.

Bilibili's advertising platform is called Bilibili MCN (member.bilibili.com/platform/ad), and the ad system is integrated with Alibaba's Uni Desk for some placements. Foreign brands typically need documentation including company registration, trademark proof, and a compliant landing page.

Bilibili is a video-centric community with a highly engaged, younger audience (predominantly 18-35, with a median age around 22). Users self-identify as "Bilibili users" — it is more of a cultural identity than just a content platform.

Key differences: (1)弹幕 (danmu) — real-time comment overlays that create a shared viewing experience; (2) Strong community culture with sub-communities (tags/groups) around specific interests; (3) UGC ecosystem — user-generated content is the core, not just professionally produced content; (4) Longer video engagement — Bilibili users watch longer-form content than Douyin/TikTok users; (5) Creator relationships matter — native advertising often works best through collaboration with Bilibili creators (UP主).

海外企業が代理店を通じて運用する場合：

(a) Company registration documents — business license, certificate of incorporation, or equivalent (with certified Chinese translation if not originally in Chinese);

(b) 中国でのブランド商標登録証明書、または非自社商標の場合は商標許可証；

(c) 中国本土でホストされ、有効なICP登録があるランディングページ（ほとんどの製品カテゴリに必要）；

(d) Industry-specific licenses if applicable — healthcare, education, finance, gaming, and other regulated industries have additional requirements;

(e) 香港/マカオ/台湾企業の場合：BR/CR証明書または同等の身分証明書。

Account qualification review typically takes 1 to 5 business days, depending on document completeness and whether your industry requires additional verification.

広告クリエイティブ審査は標準コンテンツで通常4〜12時間。 During high-traffic periods (Bilibili Festival in June, New Year, major anime/game releases), review times can extend to 24 to 48 hours. Content referencing trending Bilibili topics or memes may face additional content policy review.

The minimum daily budget per campaign is approximately USD 30 to 50 (CNY 200 to 350) depending on the campaign type and targeting. For meaningful testing and audience insight, a monthly test budget of USD 1,000 to 2,000 is recommended.

Note: Bilibili's auction system is often less crowded than Baidu or Douyin, which means lower CPM/CPC rates in many categories — but the audience is more niche. Budget efficiency depends heavily on audience fit. If your target demographic overlaps with Bilibili's core user base (young, tech-interested, anime/gaming culture), you can achieve strong results with a smaller budget than on mainstream platforms.

Bilibiliは複数の課金モデルをサポート：

CPM (Cost Per Mille) — 1,000インプレッションごとに課金。ブランド認知キャンペーンに最適。

CPC (Cost Per Click) — クリックごとに課金。トラフィック誘導キャンペーンに効果的。

oCPM / oCPC — コンバージョン目標を定義し、アルゴリズムが配信を最適化するモデル。 These typically deliver better ROI once you have conversion data.

CPV (Cost Per View) — 動画広告に使用、ユーザーが定義された時間視聴した場合に課金。

Billing is pre-paid for most advertisers. Some established accounts with significant spend history may qualify for monthly post-pay arrangements.

Bilibili generally has lower rates than mainstream platforms because the auction is less competitive — though this also means smaller audience volume. Typical ranges:

CPM：1,000インプレッションあたり2〜8ドル（15〜55元）、配置とターゲティングによる。

CPC: USD 0.30 to 1.20 (CNY 2 to 8) per click. Gaming, tech, and anime-adjacent categories tend to have higher engagement.

oCPMによるCPA：8〜30ドル（55〜210元）、コンバージョンイベントとオーディエンスの適合性による。 App installs and website visits are common goals; lead forms and purchases require more optimization.

These are indicative benchmarks. Actual costs depend on creative quality, audience targeting precision, and competition at the time of delivery.

ほとんどの新しい国際広告主はプリペイド方式 — キャンペーン配信前に資金を入金。 Post-pay (monthly billing) may be available for established accounts with high spend volume and a direct relationship with Bilibili or a top-tier agency.

与信枠が運用に重要な場合は、オンボーディング時にご相談ください。 We can explore options based on your expected monthly spend and account history.

Bilibiliは多様なフォーマットを提供、動画が主要フォーマット：

In-Feed Video Ads — ユーザーのフィードまたは動画間に表示されるショート動画広告。最も一般的なフォーマット。

Banner Ads — Bilibiliホームページとセクションページのディスプレイバナー。

Brand Display — Static or animated brand awareness units.

Native Content (Story Mode) — Vertical video ads in the mobile feed.

UP主合作广告 (Creator Collaboration Ads) — Sponsored content created by Bilibili creators. This is often the most effective format on Bilibili because the audience trusts creator recommendations more than branded content.

Brand Zone / 品牌专区 — 主要キャンペーン向けのブランドランディングページ体験。

Video creative is central to Bilibili. Static ads exist but video consistently outperforms them, especially when the creative style matches Bilibili's user-generated aesthetic.

はい — そしてそれはBilibiliで最も効果的なアプローチです。 Bilibili's community is creator-driven, and audiences are more receptive to recommendations from creators they follow than to traditional ads.

Options include:

(1) Bilibiliのプラットフォームを通じた商業コラボレーション — Bilibili has an official UP主商业合作平台 (Starfire) where verified creators can accept branded content deals. This ensures content compliance and provides some platform-level guarantees;

(2) Direct creator outreach — 代理店またはタレントマネジメント（MCN）企業を通じてクリエイターと直接連携。 This gives you more flexibility in negotiating content direction and exclusivity;

(3) Hybrid approach — プラットフォーム広告＋クリエイターコラボレーションを同時に実施し、最大のリーチと信頼性を実現。

Bilibili's creator ecosystem covers virtually every interest: gaming, anime, tech, lifestyle, education, fashion, music, and more. Finding creators whose audience matches your target demographic is key.

Bilibiliは以下を制限または禁止：

金融：P2Pレンディング、暗号通貨、プライベートエクイティ、マイクロレンディング、証券取引プラットフォーム；

Healthcare: Prescription drugs, unapproved medical devices or treatments, online pharmaceutical sales without license;

Gambling and lottery services;

Tobacco and vaping products;

Adult content and services;

Real-estate pre-sales in certain regions;

政府発行の特別許可が提供されていない製品；

Content that violates Chinese advertising law, including superlative claims ("best," "lowest price," "100% effective") or misleading testimonials.

Some restricted categories may advertise with special qualification approval. Verify before planning your campaign.

Bilibiliのオーディエンスは信頼性、ユーモア、本物の知識共有を重視。 Content that feels corporate or overly polished often underperforms compared to content that fits Bilibili's creator-driven aesthetic.

What works: (1) Educational/informational content with personality — tech reviews, tutorial-style content, deep dives; (2) Content that references Bilibili's own memes, culture, and inside jokes; (3) Collaborations with established Bilibili creators whose style matches your brand; (4) Storytelling-driven video that builds genuine connection; (5) Long-form video (5 to 30 minutes) for complex products or services.

What to avoid: (1) 文脈のない直接的なハードセル広告；(2) テンプレート化された、または他プラットフォームからコピーされたコンテンツ； (3) Exaggerated claims without substantiation; (4) Using trending music or references in a way that feels forced.

The best Bilibili campaigns usually involve some level of native content or creator collaboration, not just traditional in-feed ads.

Common rejection reasons on Bilibili:

(1) Exaggerated or superlative claims — "best," "lowest price," "100% effective," and similar language violate Chinese advertising law and Bilibili's content policy;

(2) Content that mimics organic posts without proper advertising disclosure — Bilibili reviewers are strict about distinguishing sponsored content from organic user content;

(3) ランディングページの不一致 — 広告内容とランディングページが正確に一致する必要があります；

(4) ランディングページURLのICP登録の欠落または無効；

(5) BilibiliのIP、マスコット（2233娘）、または商標要素への無許可の言及；

(6) 適切な文脈のないゲーム規制、年齢制限、その他ポリシーに敏感なトピックへの言及；

(7) 若年層の搾取または物議を醸す社会的トピックとして受け取られる可能性のあるコンテンツ。

提出前にBilibiliのコンプライアンスガイドラインに照らしてクリエイティブを監査し、否認を最小化。

動画コンテンツを転用できますが、適応なしの直接クロスポストは推奨されません。 Bilibili's audience is distinct, and content that works on Douyin/TikTok often feels out of place on Bilibili.

Key differences to consider:

(1) Length — Bilibili users watch longer videos (5 to 30+ minutes). Short 15-60 second clips may not perform well unless they are exceptionally engaging;

(2) Subtitles — 動画に台詞がある場合は簡体字中国語の字幕を追加；

(3) Tone and style — Adapt to Bilibili's informal, community-driven tone. Content with humor, self-deprecation, and genuine personality performs better;

(4) Soundtrack — Douyin's trending sounds may not resonate with Bilibili users, who have their own distinct audio culture;

(5) Creator voice — If using creator content, work with Bilibili creators rather than porting Douyin creator collaborations.

For best results, create Bilibili-specific content or significantly adapt existing creative to fit the platform's culture.

GEO stands for Generative Engine Optimization. It is the practice of making your brand and content easier for AI systems — like DeepSeek, Doubao, Kimi, and Wenxin — to find, understand, and reference when answering user questions.

SEOが検索エンジンのランキングを対象とするのに対し、GEOはAI生成の回答を対象とします。 When someone asks an AI a question and the AI mentions your brand in its response, that is GEO working.

SEOとGEOは異なるチャネルにサービスを提供し、異なる結果を生み出します。

SEOはウェブサイトを検索エンジン結果ページで上位に表示。ユーザーはサイトへのクリックが必要。

GEO aims to get your brand mentioned directly inside an AI answer. The user may never leave the AI interface — they get a recommendation without clicking anything.

SEOはメニューに載ること。GEOはウェイターがあなたの料理を名前で推薦すること。

当社のGEOサービスは中国消費者が最も使用するAIプラットフォームに焦点：

DeepSeek — 中国で最も急成長している推論モデル、業界全体で広く採用

豆包（ByteDance） — Douyinと統合、巨大なユーザーベース、若年層によく引用される

Kimi（Moonshot） — プロフェッショナルとナレッジワーカーに強い

文心一言（Baidu） — Baidu検索データの恩恵、商業目的のユーザーに関連

ターゲットオーディエンスが実際に使用するプラットフォームを追跡し、それに応じて優先順位付け。

We offer three service tiers:

Audit & Strategy — 一回限りの評価とアクションプランで1,500ドル。 Good if you want to understand your current AI visibility before committing to a full program.

Enterprise — USD 4,500 per half-year. Includes content optimization, monthly performance reports, and platform coverage across DeepSeek, Doubao, and Kimi.

Professional — USD 18,000 per year. Everything in Enterprise, plus quarterly strategy reviews, priority turnaround, and expanded coverage including Wenxin Yiyan.

All prices are in USD. We do not charge per keyword or per AI platform.

何と比較するかによります。エントリーレベルのGEO（Audit & Strategy）は基本的なSEO監査に相当。 Our GEO Enterprise tier, priced at USD 4,500 per half-year, is comparable to a mid-range SEO retainer.

The difference is in the outcome: SEO brings users to your website, GEO gets your brand mentioned inside AI answers. Most clients running both find they complement each other — SEO for direct traffic, GEO for brand authority in conversations users are having with AI.

Unlike SEO, where rankings give you a clear number, GEO is harder to measure because AI platforms do not publish their reference sources.

We measure what we can: (1) Share of voice — how often your brand appears in AI responses to questions in your category, tracked over time; (2) Intent match — whether the queries triggering your brand mentions align with your actual target customers; (3) Zero-click reach — estimated impressions from AI answers without clicks.

We provide monthly reports with trend charts. You should expect 3 to 6 months of data before seeing consistent patterns.

GEO moves slower than paid ads. Most clients start seeing measurable changes within 3 to 6 months of consistent optimization work.

The reason: AI systems update their models periodically. Changes we make today may take weeks or months to propagate through model retraining cycles. This is different from SEO, where algorithm updates can produce overnight shifts.

We will share early signals within the first month — internal testing results, preliminary probe checks — but the real picture takes patience.

For each engagement, you receive:

A GEO audit report — your current visibility across DeepSeek, Doubao, Kimi, and Wenxin Yiyan, with a prioritized action list

Optimized content — rewritten or newly created articles, FAQ pages, and data points designed for AI readability and reference

Monthly performance reports — share of voice trends, query coverage maps, and recommended next steps

Strategy consultations — quarterly calls to align GEO work with your broader marketing and business goals

Not necessarily, but it helps. AI systems do reference content from global websites — including English-language sites — when answering questions from Chinese users.

That said, a Chinese-language website (or a properly configured subdomain) gives AI systems more signals to work with. It also signals local relevance, which some AI platforms weight higher.

If you do not have a Chinese website yet, we can work with your existing site and recommend whether a Chinese version would be worth the investment for your specific situation.

3〜6ヶ月ごとにコンテンツを見直し、更新することを推奨。 The AI landscape changes quickly — new model versions, updated training data cutoffs, and shifting user query patterns all affect what gets referenced.

Quarterly refreshes are standard for most clients. If your industry is fast-moving (tech, finance, health), you may want more frequent updates.

SEO first, in most cases. A functioning SEO foundation — a crawlable website, structured content, proper metadata — is also the foundation for good GEO. The technical requirements overlap significantly.

ウェブサイトがないか、技術的に壊れているサイトがある場合、GEOに費用を払う前に修正してください。 If you have decent SEO already, GEO is a natural next step to expand your visibility beyond traditional search.

We sometimes run both in parallel for clients with existing infrastructure, as the content work overlaps.

いいえ。AI生成の回答は検索エンジン結果ページを置き換えるものではなく、それらと並んで存在します。 Users still search. Websites still get visited. Rankings still matter.

GEO is an additional channel, not a replacement. The clients who benefit most from GEO are the ones who already take SEO seriously and want to expand their presence into AI-generated conversations.

SEOを削ってGEOに資金を回すと、長期的には全体的な可視性を損なう可能性があります。

両者はファネルの異なる部分を担当し、互いに補完し合います。

Baidu SEM reaches users who are actively searching right now — high commercial intent, immediate conversions. GEO builds longer-term brand authority in the conversations users are having with AI.

Think of SEM as paying for a spot at the front of the line. GEO is trying to become the name the waiter recommends without being asked.

Some clients also use GEO to research which topics and queries their AI-visibility competitors are capturing — this informs SEM keyword strategy.

AIシステムが参照する傾向があるものに基づく：

FAQページ — 直接的なQ&A形式はユーザーがAIに質問する方法に自然にマッピング。優先度：高。

Data points and statistics — specific numbers, benchmarks, and research findings get cited frequently

明確な定義と説明 — 辞書エントリのAI版

ケーススタディと実例 — 具体的なストーリーは抽象的な主張より効果的

Properly structured articles — clear headings (H1/H2/H3), opening paragraphs that answer the main question, and concise summaries all help AI systems extract and reference your content.

Bing China's user base represents a premium audience: highly educated, urban, and with above-average income.

• Age: Over 75% are under 45
• Education: 75%以上が大学学位保有（全国平均57%に対して）
• Income: 月収8,000元以上の割合が27.5%超過（TGI 127.5）
• Location: Concentrated in Tier 1-3 cities
• Gender: 57% male, 43% female

This makes Bing China users ideal for brands targeting educated professionals, urban consumers, and premium product segments.

Bing China attracts a younger, more educated, and higher-income demographic compared to Baidu's broader user base.

For international advertisers, this means Bing China offers a more premium audience, while Baidu provides broader reach.

ユーザー行動データに基づき、以下の広告フォーマットが効果的：

• Search ads: 59%のユーザーが購入前に製品をリサーチ、検索広告が意図の捕捉に効果的
• Display ads on tech sites: AI関心度68%により、テクノロジー重視のディスプレイ広告が高いエンゲージメント
• 教育および専門サービスのプロモーション： 75%以上が大学教育を受け、計画的教育支出は平均3,040.1元
• Premium brand positioning: 高所得レベルがプレミアム製品広告をサポート

さらに62%のユーザーが平均的なユーザーよりも広告と関わる意欲を示します。

High-potential categories include:

• Technology & Software: AI関心度68%、高学歴
• 教育・トレーニング: >75% college educated, 72.4% plan education spending for children
• Premium E-commerce: 高い可処分所得（月間個人消費4,334.5元）
• Financial サービス: High income, rational decision-making
• B2B サービス: 意思決定権を持つプロフェッショナルユーザーベース

これらのカテゴリはBing Chinaユーザーの人口統計的・行動的特性と一致。