Understanding China’s news aggregators
by Welcome Chinese
China Market Social Network
It is widely known that, concerning social networks, China is a world apart. But this is also true for news aggregators and related apps for mobile devices. Welcome Chinese has started to promote its partners on two of the most promising of those platforms: Toutiao and Yidian Zixun.
JINRI TOUTIAO, commonly shortened to “Toutiao,” is approximately translated as “today’s headlines” and is operated by Beijing ByteDance Technology. The app is outpacing traditional news portals in the race to grab the attention of news-hungry Chinese users. Numbers released by Toutiao talk about 66 million daily active users, with an average stay on the app of 76 minutes and nine openings a day. The app successfully targets the younger generation, with nearly 70% of the apps’ users aged 30 and under. The news feed is not generated by in-house writers and editors but instead uses an algorithm to filter and distribute news content.
YIDIAN ZIXUN is a mobile app that feeds customized content to readers. It is the direct competitor of Toutiao and has received financing from a publicly listed player in China’s news media. The app has a large group of users, most of whom belong to the younger generation. They receive cutting-edge information based on their preferences and “likes.”
Welcome Chinese already begun sharing its highly engaging content on WeChat, Toutiao and Yidian Zixun. Partners’ information and news gathered on HyChinese, the company’s B2C platform, are also promoted through these channels.