中國行銷詞彙表
中國行銷、法規與統計詞彙的意義與官方來源
广告主 guǎnggàozhǔ
Advertiser · Advertiser
A person or organisation that designs, produces or publishes advertising, directly or through others, to sell goods or services. It is responsible for the truthfulness of the ad.
显著标明“广告” xiǎnzhù biāomíng “guǎnggào”
Clear 'advertisement' label · Clear 'advertisement' label
Online ads must be recognisable as ads. Content that promotes goods through tips, experience sharing or reviews and carries a purchase link must be clearly labelled 'advertisement'.
聚光 jùguāng
Juguang · Juguang
Xiaohongshu's one-stop ad platform. It supports objectives such as product seeding, sales, lead collection and live-stream promotion, covers both search and feed placements, and targets at SPU (product) level.
巨量引擎 jùliàng yǐnqíng
Ocean Engine · Ocean Engine
Douyin Group's official marketing services brand, an ad platform combining marketing resources from Toutiao, Douyin, Xigua Video and others.
巨量千川 jùliàng qiānchuān
Qianchuan · Qianchuan
Ocean Engine's e-commerce ad platform. It links Douyin accounts, Douyin shops and Qianchuan ad accounts, credentials and funds so merchants and creators can run product management, traffic acquisition and sales in one place.
薯条 shǔtiáo
Shutiao · Shutiao
Xiaohongshu's self-serve paid tool for boosting content reach and marketing promotion for eligible users. Promoting marketing content or using deeper goals such as message inquiries requires an account upgrade first.
小店随心推 xiǎodiàn suíxīntuī
Xiaodian Suixintui · Xiaodian Suixintui
The mobile (Douyin app) version of Qianchuan advertising, described as letting users place a boost order in one step anytime. On desktop, Qianchuan offers Express and Professional promotion modes.
广告代言人 guǎnggào dàiyánrén
Endorser · Endorser
A person or organisation other than the advertiser who recommends or vouches for goods or services in an ad in their own name or image. Live-streamers who do so can carry the same liability.
众测 zhòngcè
Product trials · Product trials
One of the creator collaboration modes on Pugongying, in which creators are recruited to try a product. Pugongying lists custom, batch and trial collaboration models.
蒲公英 púgōngyīng
Pugongying · Pugongying
Xiaohongshu's official platform for content seeding and live-stream collaboration with creators and buyers, offering creator data, custom, batch and trial (众测) collaboration modes, and paid boosting of collaboration notes.
种草 zhòngcǎo
Seeding · Seeding
Industry term for building interest and purchase intent through content about a product. Xiaohongshu describes Pugongying as its official platform for content seeding and live-stream collaboration, and lists 'product seeding' as one of Juguang's ad objectives.
巨量星图 jùliàng xīngtú
Xingtu · Xingtu
Ocean Engine's creator (daren) marketing platform, offering creator search and rankings, collaboration modes for exposure, seeding or conversion, and campaign measurement using on- and off-platform data.
专卖店 zhuānmàidiàn
Brand authorised store · Brand authorised store
On Douyin e-commerce, a distribution-channel store for well-known, emerging or growing brands. Licensed brands need first/second-level exclusive authorisation (domestic) or first to third-level (overseas).
旗舰店 qíjiàndiàn
Flagship store · Flagship store
On Douyin e-commerce, a category specialist store for a well-known or emerging brand. Licensed brands need first-level exclusive authorisation (domestic) or first/second-level (overseas), and one store per brand per top-level category.
专营店 zhuānyíngdiàn
Multi-brand store · Multi-brand store
On Douyin e-commerce, a store selling two or more own or licensed brands, possibly from different trademark holders. Licensed brands need up to third-level (domestic) or fourth-level (overseas) exclusive authorisation.
官方旗舰店 guānfāng qíjiàndiàn
Official flagship store · Official flagship store
A Douyin e-commerce store type: the sole official store run directly by, or under exclusive licence from, a well-known brand, limited to one per brand. A revision opened for comment on 29 Oct 2026 restricts it to trademark owners.
平台加补 píngtái jiābǔ
Platform top-up subsidy · Platform top-up subsidy
A price subsidy that Douyin's shop and global-shopping platforms give users, applied automatically at checkout to labelled SKUs. It is classed as a cross-store discount tool, and its cost may be borne by the platform, seller or creator.
明码标价 míngmǎ biāojià
Clear price marking · Clear price marking
Publicly displaying prices and related information, as required by law, when selling or buying goods or services. Online sellers must show prices on the web page in text or images.
被比较价格 bèi bǐjiào jiàgé
Comparison (reference) price · Comparison (reference) price
The price a seller compares against when advertising a price. If its details are not stated, it may not exceed the lowest transaction price in the same outlet in the 7 days before the comparison, or the last transaction price if there were no sales in that period.
折价、减价基准 zhéjià、jiǎnjià jīzhǔn
Discount base price · Discount base price
The price from which a discount or markdown is calculated, which the seller must disclose. If not disclosed, the base is the lowest transaction price in the same outlet in the 7 days before the promotion, or the last transaction price if there were no sales in that period.
境内责任人 jìngnèi zérènrén
Domestic responsible person · Domestic responsible person
A legal entity in China appointed by an overseas cosmetics registrant or filer to handle registration or filing and to assist with adverse-reaction monitoring and recalls.
功效宣称 gōngxiào xuānchēng
Efficacy claims · Efficacy claims
Cosmetic efficacy claims must have sufficient scientific basis, and a summary of the supporting literature, data or efficacy evaluation must be published on the NMPA-designated website.
普通化妆品 pǔtōng huàzhuāngpǐn
General cosmetics · General cosmetics
All cosmetics other than special-use cosmetics. Imported general cosmetics must be filed with the NMPA before import.
小金盾 xiǎo jīndùn
Little Golden Shield · Little Golden Shield
The mark that children's cosmetics (for ages 12 and under) sold in China must carry at the top left of a visible panel of the sales pack. The NMPA notes it is a basic labelling requirement, not a safety or efficacy certification.
厂商建议零售价 chǎngshāng jiànyì língshòujià
Manufacturer's suggested retail price · Manufacturer's suggested retail price
The retail price suggested by the manufacturer. A seller comparing against it must state clearly that the reference is the manufacturer's suggested retail price and update it as soon as it changes.
新原料 xīn yuánliào
New cosmetic ingredient · New cosmetic ingredient
A natural or synthetic ingredient used in cosmetics in China for the first time. Preservative, UV-filter, colourant, hair-dye and whitening ingredients need registration; others are filed before use.
价格欺诈 jiàgé qīzhà
Price fraud · Price fraud
Using false or misleading pricing to lure consumers or other businesses into a transaction, including fake discounts or price comparisons and advertising a low price but charging a higher one.
有奖销售 yǒujiǎng xiāoshòu
Prize promotion · Prize promotion
Offering cash, goods or other benefits to consumers to sell products or gain a competitive edge, either by lottery or as a gift on meeting conditions. The top lottery prize may not exceed RMB 50,000 and prize details must be published in advance.
注册 / 备案 zhùcè / bèi'àn
Registration / filing · Registration / filing
China regulates cosmetics by risk: special-use cosmetics need registration (prior approval) and general cosmetics need filing. New cosmetic ingredients are split the same way.
特殊化妆品 tèshū huàzhuāngpǐn
Special-use cosmetics · Special-use cosmetics
Cosmetics for hair dyeing, perming, whitening or spot removal, sun protection and hair-loss prevention, plus products claiming a new efficacy. They may be made or imported only after NMPA registration.
限额以上单位 xiàn'é yǐshàng dānwèi
Enterprises above designated size · Enterprises above designated size
Businesses with annual main revenue of at least RMB 20 million in wholesale, RMB 5 million in retail, or RMB 2 million in hotels and catering. Category figures such as cosmetics retail sales cover these firms.
网上商品和服务零售额 wǎngshàng shāngpǐn hé fúwù língshòu'é
Online retail sales of goods and services · Online retail sales of goods and services
Retail sales of goods and services through public online trading platforms, including own websites and third-party platforms. It replaced the earlier 'online retail sales' indicator in 2026 and is not directly comparable with it.
社会消费品零售总额 shèhuì xiāofèipǐn língshòu zǒng'é
社會消費品零售總額 · Retail sales of consumer goods
The value of physical goods sold by businesses to individuals and institutions for non-production, non-business use, plus catering revenue. Published monthly by the National Bureau of Statistics.
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