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Stepping away from Baidu’s shadow, did you know there are other search engines in China worth exploring?
99.6% of Chinese internet users use mobile phones to search for products and services they intend to purchase. This surge in mobile search also brings forth new trends powered by advanced AI technology, such as voice searches. About 841.3 million local internet users rely on default search engines to find general information and content from traditional websites.
However, with the rise of social search, the product and content discovery cycle in China’s online landscape is changing. While popular search engines favor social media content, some of the biggest Chinese technology companies, like Xiaohongshu, keep their content exclusive within their ecosystem. Despite Baidu SEO reigning as China’s most popular search engine, exploring alternative platforms offers unique opportunities for businesses to diversify their search engine marketing strategies in China and tap into new audiences.
Sogou
Sogou search engine has emerged as a strong contender in the Chinese search engine market, offering innovative features and a user-friendly interface. With its distinct algorithm and emphasis on accuracy, Sogou attracts millions of users seeking reliable search results. According to recent data, Sogou boasts over 500 million monthly active users (MAUs), making it a compelling choice for businesses looking to expand their reach in China. The platform’s market share of approximately 15% solidifies its position as a prominent player in the Chinese search ecosystem.
One of Sogou’s standout features is its unique algorithm, which differs significantly from its main competitor, Baidu. This algorithm prioritizes relevance and accuracy, ensuring users are presented with search results matching their intent and expectations.
Additionally, Sogou’s integration of artificial intelligence and voice recognition technology enhances the search experience, allowing for seamless communication and comprehension between users speaking different languages. Also, this engine’s Sogou Pinyin feature will enable users to type Chinese characters using Roman letters. Because of this, the platform indexes websites and search results with better relevance and accuracy. It ensures that users are presented with search results that match their intent and expectations.
Furthermore, Sogou’s partnership with Tencent provides access to WeChat’s vast user base of 1.3 billion individuals, further expanding its reach and influence in the Chinese market.
360 Search
With over 600 million monthly active users (MAUs), 360 Search offers advertisers a platform to enhance their online visibility and drive meaningful engagement with Chinese consumers. The platform’s advanced machine-learning technology enables it to deliver the most relevant and tailored search results, ensuring a personalized user experience. Additionally, 360 Search’s streamlined application process for advertisers makes it easier for foreign companies to register and launch advertising campaigns than other search engines like Baidu. It is also the first Chinese search engine to offer online fraud compensation.
Despite not being the most used search engine, 360 Search has growing user engagement, with a 15% year-on-year increase in average session duration. It holds 25-30% of the Chinese search engine market share. Its main search is China’s 4th most visited website (after baidu.com, qq.com and taobao.com).
Shenma
Backed by Alibaba’s resources, Shenma Search boasts over 400 million MAUs and offers advertisers unparalleled reach and targeting capabilities. Recent data highlights Alibaba’s expanding market influence, with a projected 12% increase in market share, solidifying Shenma Search’s position as a key player in China’s search ecosystem.
One of Shenma’s key strengths is its mobile-centric approach. It caters to the growing trend of mobile internet usage in China and bridges the gap between traditional search engine marketing and e-commerce platforms. It has evolved into a search engine catering to users’ needs for shopping, apps, and books.
Shenma’s emphasis on personalized search experiences and targeted advertising options makes it an ideal platform for businesses connecting with Chinese consumers on mobile devices. By leveraging Alibaba’s extensive reach and expertise, marketers can optimize their SEM efforts on Shenma and drive meaningful engagement with a vast audience base.
Bing
Despite not being a locally developed search engine, Bing has garnered a significant user base in China, serving around 32.9 million local users. With its algorithm mirroring that of domestic platforms and a focus on social media content and backlinks, Bing offers marketers an alternative avenue for SEO campaigns in China.
According to recent statistics, Bing’s market share in China is steadily growing, making it an increasingly attractive option for businesses seeking to diversify their SEM strategies. Its emphasis on content published in Simplified Chinese and websites hosted domestically ensures relevance and accessibility for Chinese internet users.
Additionally, Bing’s global reach and integration with other Microsoft products provide unique opportunities for businesses to expand their reach beyond China’s borders.
Xiaohongshu
Xiaohongshu, or Little Red Book, blurs the lines between social commerce and search, offering a unique platform for product reviews, travel advice, and lifestyle tips. With over 300 million MAUs, around 60% of its user base utilizing its in-app search function, Xiaohongshu presents exciting opportunities for SEO-driven engagement and brand awareness in China. One of Xiaohongshu’s key strengths is its emphasis on user-generated content and influencer marketing, making it a hotspot for users seeking authentic recommendations and insights. Xiaohongshu’s integration of social commerce features provides additional opportunities for businesses to showcase their products and services and drive conversions directly within the platform.
In 2017, this tech giant introduced a game-changing feature: WeChat Search. As the dominant player in China’s social media landscape, WeChat offers integrated search functionality within its ecosystem, providing users with a comprehensive search experience across public accounts, moments, mini-programs, and multimedia content. While not primarily a search engine, WeChat’s direct and one-on-one engagement with users makes it a valuable platform for businesses seeking to connect with their target audience in China. Despite having the most extensive online market share in Chinese social media, WeChat’s search functions are more challenging to navigate than local search engines. However, its integration with the WeChat super app and full ecosystem service allows for more direct and one-on-one user engagement.
Navigating Search Engine In China,
Require Experience
Navigating China can be tricky in terms of search engine marketing. To connect with Chinese consumers, it’s important to understand what they like and avoid common mistakes. Our team at Flow Asia is here to help you succeed. We’ll guide you through every step and make sure your brand shines in this ever-changing market. Get in touch with us today for all your SEO needs in China.
