CIM052: What is ‘Private Traffic’ (私域流量) and Why Has it Become a China Marketing Buzzword?

As online traffic is becoming more and more expensive in China, the term ‘private traffic’ (私域流量) has become one of 2019’s content creation buzzwords. The western equivalent of private traffic would be a blog or an email list, which are owned channels, however, in China, people rarely visit websites or use email, so influencers and brands are seeking out ways to have private traffic, although still on social media sites. For example, we hear of influencers who have hundreds of private WeChat groups for their fans or are opening their own mini-programs.

The Chinese concept of ‘private traffic’ can be a confusing concept to wrap your head around. Even for Chinese people. I think partly because it’s still developing. So Kejie and I attempt to explain it the best we can. If you have any other insights on the topic, we’d love to hear them!

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Notes:

私域流量就是微商？你可能有什么误会

English summary here.

Excellent article about private traffic: 2019爆火黑话「私域流量」的本质和玩法

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