China is not one media market. A national portal, a city newspaper, a vertical trade site and a Weibo account reach four completely different audiences — and each one plays by its own editorial rules.
Below is the structure of the Chinese media list we work from — roughly 5,000 outlets, grouped into six layers. It is not an address book, it is a map. The value is in knowing which layer answers which business question, because pitching a city newspaper with a funding announcement wastes a placement that a vertical trade site would have run in full.
Three things separate a Chinese media list that works from one that just looks impressive in a spreadsheet.
Placing on a given outlet is always subject to that outlet's editorial decision. Some titles in any list are periodically not accepting third-party content, and availability shifts week to week. A working list is a snapshot, not a guarantee — which is why we tell clients which tiers are dependable before they pay, not after.
The top layer carries the most authority and the strictest filters. These are the outlets that give an announcement its "official" weight in China, and the ones most often cited when a client's own investors or partners search the company name.
| Outlet | Domain | Focus | Strong for |
|---|---|---|---|
| 人民网People's Daily Online | people.com.cn | National policy, party and government affairs, large enterprises | Policy-adjacent announcements, state-owned and listed company news |
| 新华网Xinhua Net | news.cn | National news agency coverage, business and technology | Corporate announcements that need maximum authority |
| 中国新闻网China News Service | chinanews.com.cn | General news, overseas Chinese audience, business | Company launches, cross-border and overseas-facing stories |
| 央视网CCTV.com | cctv.com | Broadcast-linked news and video | Consumer-facing brand announcements, event coverage |
| 中国网China.org.cn | china.com.cn | National briefing, foreign affairs, economy | International business, trade and investment news |
| 光明网Guangming Online | gmw.cn | Culture, education, science and technology | Research, education and cultural initiatives |
| 中国经济网China Economic Net | ce.cn | Macro economy, industry, finance | Financial results, industry data, market expansion |
| 环球网Huanqiu / Global Times online | huanqiu.com | International affairs, business, technology | Cross-border expansion, international partnerships |
This is where most corporate announcements should land first. These desks publish in volume, understand business news without needing it explained, and are read by the people a B2B announcement is actually aimed at.
| Outlet | Domain | Focus | Strong for |
|---|---|---|---|
| 36氪36Kr | 36kr.com | Startups, venture funding, new economy | Funding rounds, product launches, startup news |
| 钛媒体TMTPost | tmtpost.com | Technology, media, telecom, deep analysis | Technology products, AI, enterprise software |
| 界面新闻Jiemian News | jiemian.com | Business, finance, corporate reporting | Corporate strategy, earnings, executive appointments |
| 第一财经Yicai | yicai.com | Finance, markets, macro economy | Financial announcements, market and industry data |
| 财新Caixin | caixin.com | Investigative business and finance | Serious financial and regulatory stories |
| 虎嗅Huxiu | huxiu.com | Business and technology commentary | Industry analysis, thought-leadership pieces |
| 亿邦动力Ebrun | ebrun.com | E-commerce, retail, cross-border trade | Retail, consumer brands, e-commerce expansion |
| 创业邦CYZone | cyzone.cn | Entrepreneurship and venture capital | Early-stage funding, founder stories |
The layer most overseas clients underrate. Regional titles carry real weight with local readers and are often the only way to reach beyond tier-one cities. For openings, hiring drives and local partnerships, they outperform national portals on both reach and cost.
| Outlet | Domain | Focus | Strong for |
|---|---|---|---|
| 澎湃新闻The Paper | thepaper.cn | National reach from a Shanghai base, fast news | Time-sensitive announcements, social issues |
| 新京报The Beijing News | bjnews.com.cn | General news, Beijing and national | North China launches, public interest stories |
| 南方都市报Southern Metropolis Daily | oeeee.com | Guangdong and national, consumer affairs | South China market entry, consumer brands |
| 北京日报Beijing Daily | bjd.com.cn | Municipal and policy news | Beijing-based operations and partnerships |
| 羊城晚报Yangcheng Evening News | ycwb.com | Guangzhou and Pearl River Delta | Guangdong and Greater Bay Area activity |
| 红星新闻Red Star News | hongxingnews.com | Chengdu-based, broad national aggregation | West China operations, HR and education news |
| 封面新闻Cover News | thecover.cn | Sichuan and national, digital-first | West China business, culture and tech |
| 上游新闻Upstream News | cqcb.com | Chongqing and southwest, fast news | Southwest expansion, logistics and manufacturing |
Vertical outlets deliver the readers who actually care about your category. A car launch that appears in a general business desk gets skimmed; the same story in an automotive vertical gets read by people shopping for a car this year. Verticals are also usually the easiest place to get a long, detailed article published.
| Outlet | Domain | Sector | Strong for |
|---|---|---|---|
| 汽车之家Autohome | autohome.com.cn | Automotive | Vehicle launches, EV and supply chain news |
| 懂车帝Dongchedi | dongchedi.com | Automotive | Consumer-facing vehicle and EV coverage |
| 太平洋汽车PCauto | pcauto.com.cn | Automotive | Model launches and dealer network news |
| 丁香园DXY | dxy.cn | Healthcare and pharma | Medical devices, pharma, clinical partnerships |
| 39健康网39 Health | 39.net | Health and consumer medical | Consumer health products and services |
| 雪球Xueqiu | xueqiu.com | Investing community | Listed-company news, investor communication |
| 东方财富East Money | eastmoney.com | Finance and securities | Financial disclosures, market analysis |
| 时尚与生活方式媒体群Fashion & lifestyle titles | — | Fashion, beauty, family, travel | Consumer brands, retail, lifestyle campaigns |
This layer is about discovery rather than authority. Content syndicated into these platforms is what shows up when someone searches your brand name, and in China the search-and-feed layer often carries more day-to-day traffic than any individual news site.
| Platform | Domain | Nature | Strong for |
|---|---|---|---|
| 百度百家号Baidu Baijiahao | baijiahao.baidu.com | Baidu's publishing platform, strong Baidu search weight | Brand-name search results and evergreen visibility |
| 今日头条Toutiao | toutiao.com | Algorithmic news feed, very large daily reach | Consumer announcements, volume reach |
| 腾讯新闻Tencent News | news.qq.com | Major portal news desk | Mainstream consumer and business coverage |
| 网易新闻NetEase News | news.163.com | Major portal news desk | General corporate and technology news |
| 新浪新闻Sina News | news.sina.com.cn | Major portal, strong finance vertical | Finance, markets and corporate news |
| 搜狐Sohu | sohu.com | Portal with large self-publishing network | Wide syndication and low-cost reach |
The layer that most international press release services cannot deliver, and the one Chinese readers actually spend their day in. Social distribution is not a substitute for media coverage — it is what makes coverage travel.
| Platform | Domain | Sector | Strong for |
|---|---|---|---|
| 微博Weibo | weibo.com | Public microblogging | Fast announcement reach, trending topics |
| 微信公众号WeChat Official Accounts | — | Private-domain publishing | Owned audience, customer communication |
| 小红书Xiaohongshu / RED | xiaohongshu.com | Lifestyle and consumer reviews | Consumer brands, beauty, travel, retail |
| 知乎Zhihu | zhihu.com | Q&A and long-form knowledge | B2B credibility, technical topics |
| 抖音Douyin | douyin.com | Short video | Consumer campaigns, product launches |
| 哔哩哔哩Bilibili | bilibili.com | Video community | Technology, gaming, younger audiences |
The most common mistake is buying the same list for every announcement. Three shapes cover most situations.
Lead with business and technology press — 36Kr, TMTPost, Jiemian, Yicai. Add two or three national portals for authority, then a vertical if the sector is specific. Skip the city press unless the funding is tied to a local project.
Verticals first, because they will run detail. Add Toutiao and Baidu Baijiahao so the launch is findable by name, then consumer social if the product is B2C. National portals matter less here than people assume.
City and regional press for the provinces you are entering, plus one national portal for credibility. Add an international-facing title such as China.org.cn or Huanqiu if overseas partners are the audience.
You do not need to assemble this list yourself. Tell us the two or three outlets you would most like to be in and the reader you are trying to reach — we will propose a mix from the list above, tell you honestly which ones are dependable that week, and handle submission, follow-up and the final report. See packages from USD 89.
Yes. Tell us the outlet and the section and we will confirm availability before you pay. If a specific title is not taking third-party content that week we will say so instead of substituting quietly — that is the whole reason we ask clients for a preferred list rather than publishing a flat price per outlet.
We will tell you why and either adjust the angle or move the placement to an equivalent outlet in the same layer. Under the guaranteed placement terms, publications specified in your package are promised — if we cannot deliver them you get a full refund.
The list above is Chinese-language. Some outlets on it — China.org.cn, Huanqiu, China Daily's network — also publish English editions and reach overseas readers. If your priority is an English-speaking audience rather than a Chinese one, tell us up front, because the outlet mix and the manuscript are different.
The categorisation is stable; availability within it is not. Outlets change submission policies, open and close their self-publishing channels, and adjust which sections accept contributed content. We check availability at the point of order rather than treating this page as a live catalogue.
We will tell you exactly which outlets a package covers. We do not circulate a full downloadable spreadsheet, because a list without current availability data leads clients to buy outlets that cannot be delivered that week — which is the most common way these purchases go wrong.
Send us your announcement and the audience you are after. We will come back with a specific outlet mix and an honest read on what will and will not run.