In China, recommendation-based marketing, or "zhongcao", was among the most effective forms of marketing. The Chinese social commerce platform Xiaohongshu was the most popular channel to post zhongcao content. In 2022, it contributed over half of such posts among five major social media platforms measured. Short video giant Douyin came in second.
"Zhongcao", a popular Chinese term meaning "planting grass" originally, describes the effect of recommendation-based marketing strategy as "to plant a seed in one's mind".
Leading social media for recommendation-based marketing (zhongcao) in China in 2022
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Sohu. (March 28, 2023). Leading social media for recommendation-based marketing (zhongcao) in China in 2022 [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1411928/china-social-media-market-share-of-recommendation-based-marketing/
Sohu. "Leading social media for recommendation-based marketing (zhongcao) in China in 2022." Chart. March 28, 2023. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1411928/china-social-media-market-share-of-recommendation-based-marketing/
Sohu. (2023). Leading social media for recommendation-based marketing (zhongcao) in China in 2022. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1411928/china-social-media-market-share-of-recommendation-based-marketing/
Sohu. "Leading Social Media for Recommendation-based Marketing (Zhongcao) in China in 2022." Statista, Statista Inc., 28 Mar 2023, https://www.statista.com/statistics/1411928/china-social-media-market-share-of-recommendation-based-marketing/
Sohu, Leading social media for recommendation-based marketing (zhongcao) in China in 2022 Statista, https://www.statista.com/statistics/1411928/china-social-media-market-share-of-recommendation-based-marketing/ (last visited December 22, 2024)
Leading social media for recommendation-based marketing (zhongcao) in China in 2022 [Graph], Sohu, March 28, 2023. [Online]. Available: https://www.statista.com/statistics/1411928/china-social-media-market-share-of-recommendation-based-marketing/
