Market share of online platforms in fashion marketing in China 2021
With over 580 million monthly active users, the Chinese microblog site Weibo is beloved by many fashion advertisers in China. In the first seven months of 2022, Weibo had a market share of 47 percent in online fashion marketing among local brands and 52 percent for international brands. Apart from Weibo, the short video app Douyin was more preferred by domestic fashion companies, whereas the social commerce platform Xiaohongshu was favorred by overseas brands.