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Chinese Media Insight Spotlight #21 – April Media Updates
Table of contents:
1. Xiaohongshu
2. Alibaba
3. Weibo
4. Gaode Map
Xiaohongshu: Launches New Ad Format & Introduces “Life Economy” Concept
The "Trio Screen" Splash Ad: Dominating the Golden Five Seconds
Xiaohongshu’s latest “Trio Screen” (三重奏幕) splash ad format is a game-changer for high-impact brand storytelling. This new three-card integrated format maximizes the "golden 5 seconds" by supporting multiple landing page redirects from a single ad. Unlike standard splash ads, it supports multiple landing pages, including notes, H5 pages, brand profiles, and commercial topics, allowing allowing for a diverse showcase of product series or celebrity collaborations in a single view.
Proven Performance: Brand Case Studies
Early campaigns from global luxury leaders have delivered significantly higher CTR and search volume, reflecting the impact of the this immersive format
| Brands | CTR, compare with regular splash ad | Search Volume Growth |
| Chanel | +90% MoM | +144% MoM |
| Tiffany & co. | +20% MoM | +30% MoM |
| Cartier | +135% MoM | - |
For marketers, this premium placement does not just boosts brand visibility. It creates a multi-funnel entry point that accelerates traffic to various campaign destinations simultaneously.
Xiaohongshu Introduces the “Life Economy” Concept:
In collaboration with Peking University, Xiaohongshu has unveiled the "Life Economy" framework. This highlights how everyday lifestyle sharing on digital communities drives consumption and shapes demand.
With over 9 million daily posts, 70 million comments, and 200 million monthly users seeking purchase advice, the platform captures authentic consumer needs through real-life experiences. Unlike traditional mass-marketing, this ecosystem emphasizes personalization, niche interests, and genuine connections. For brands, this means that lifestyle niches, when identified through authentic user sharing, can unlock massive, scalable business opportunities.
Alibaba: The Era of AI-Powered Closed-Loop Commerce
Qwen App Connects Alibaba Ecosystem to Enable AI-Powered Shopping:
Alibaba’s Qwen App (千问) has transitioned into a powerful AI service hub, integrating Taobao(淘宝), Alipay(支付宝), Fliggy(飞猪), and Taobao Instant Commerce(闪购).
It allows users to execute shopping , food ordering, and travel booking tasks via simple AI commands
The update creates a seamless closed-loop experience where users can express a need in natural language and the AI automatically plans and executes the transaction across platforms. For marketers, this signals a new era of “intent-based” discovery, where products are surfaced exactly when the AI identifies a specific consumer need.
Qwen’s “Spring Festival 3 Billion Free Orders” Campaign Drives Mass AI Adoption:
To accelerate user habits, Alibaba launched a RMB 3 billion promotional campaign through the Qwen App during the recent CNY period. Within 9 hours of launch, the platform generated over 10 million AI-driven orders. The campaign effectively introduced consumers to AI-powered lifestyle services—from ordering milk tea to booking travel—turning everyday consumption into an entry point for AI adoption. The rapid uptake signals strong consumer readiness for AI-assisted shopping journeys, turning everyday needs into a new entry point for brand engagement.
Weibo: Launches “Cultural Exchange Night” to Power Global Brand Exposure
Weibo is launching the “Weibo Cultural Exchange Night” (微博文化交流之夜), a global cultural event designed to help brands expand overseas influence through entertainment, media, and social amplification.
The first event will take place on April 11, 2026 in Macau’s Venetian Arena, bringing together 8,500+ business leaders, cultural figures, media representatives, and premium consumers. Throughout the year, the series will expand to South Korea, Thailand, Hong Kong, and Singapore, providing a cross-border platform for brands to amplify their influence across the APAC region via Weibo’s entertainment and massive social ecosystem.
iClick x Gaode Map: Your Gateway to Chinese Outbound Travelers in SEA
As Chinese outbound travel surges, Gaode Map (Amap) has become the essential bridge between Chinese travelers and global businesses. As an official partner, iClick is helping local businesses in SEA reach the growing wave of young Chinese travelers.
With young demographic of 51% female and 50% aged 18–34, the platform attracts a young outbound travelers with growing MAUs across Southeast Asia.
Regional Reach (Monthly Active Users):
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- Thailand: 500K
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- Malaysia: 320K
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- Singapore and Vietnam: 300K each
Through location-based marketing tools such as Business Connect, Brand Map, and Business Analytics Dashboard, merchants can build a digital storefront directly on the map and engage travelers in real time during their journey. By targeting navigation intent, Gaode Map effectively converts digital searches into physical store visits and sales.
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