If you’re a UK advertiser or influencer looking to crack the China TikTok (known locally as Douyin) advertising game in 2025, you’ve landed in the right spot. China’s social media landscape is a beast of its own, and TikTok’s Chinese cousin is no exception. The ad market here isn’t just about slapping a banner or running a quick campaign — it’s a full-on, category-specific pricing puzzle that you need to understand to get bang for your pound.
As of June 2025, the China TikTok advertising rates have been shaking up the scene, mixing traditional CPM (cost per mille) and CPC (cost per click) with some new kid-on-the-block formats that demand a fresh approach. Let’s break down the full-category rate card, how it plays with our UK marketing practices, and what you should expect when diving into this mega market.
📢 Why UK Advertisers Should Care About China TikTok in 2025
First off, China is still the world’s largest social media playground, with over a billion users, and TikTok’s Chinese version, Douyin, is the dominant app. Unlike the global TikTok we know, Douyin is a supercharged e-commerce and advertising platform, where brands don’t just build awareness—they drive direct sales with seamless in-app shopping features.
UK brands like Gymshark and Burberry are increasingly eyeing China for growth, but the ad spend game here is different. Payment methods favour Alipay and WeChat Pay, so you’ll want to factor in currency exchange from GBP to RMB and the local financial ecosystem. The Chinese advertising legal landscape is also tighter, with strict content rules, meaning compliance is non-negotiable.
📊 2025 China TikTok Advertising Rate Card Breakdown
Here’s the lowdown on the latest rates by category. These are averages as of June 2025, based on campaigns run by UK agencies and local Chinese partners.
| Category | CPM (RMB) | CPC (RMB) | Average Campaign Budget (RMB) | Notes |
|---|---|---|---|---|
| Fashion & Apparel | 60–120 | 1.5–3.0 | 100,000–500,000 | Highly competitive, seasonal spikes |
| Beauty & Cosmetics | 70–130 | 2.0–4.0 | 150,000–600,000 | Influencer collaborations key |
| Tech Gadgets & Electronics | 50–100 | 1.0–2.5 | 80,000–400,000 | Product demos and reviews perform well |
| Food & Beverage | 40–90 | 1.0–2.0 | 60,000–300,000 | Quick ROI with flash sales |
| Travel & Tourism | 80–150 | 2.5–5.0 | 120,000–700,000 | Seasonal focus, immersive video ads |
| Education & Training | 30–80 | 0.8–1.5 | 50,000–250,000 | Lead gen campaigns work best |
| Entertainment & Gaming | 65–140 | 1.8–3.5 | 100,000–500,000 | Interactive ads boost engagement |
Note: 1 GBP ≈ 8.8 RMB as of June 2025.
💡 How UK Advertisers Can Navigate Payment & Legal Hurdles
If you’re used to running Facebook or Instagram campaigns in the UK, the Chinese market can feel like a different beast. Payment primarily happens via Alipay or WeChat Pay, which means you’ll need a local Chinese payment account or work with a trusted agency who can handle this on your behalf.
Legal-wise, China’s advertising laws are strict about claims, especially in categories like health, beauty, and food. Missteps can get your ads banned or accounts suspended—something UK advertisers rarely face on home turf. So, partnering with local compliance experts or platforms like BaoLiba, which specialise in bridging UK-China influencer marketing, is highly recommended.
📊 How UK Influencers Can Benefit from China TikTok in 2025
For UK-based content creators wanting to tap into China’s TikTok market, the opportunities are juicy but require localisation. Brands want influencers who can speak Mandarin or at least produce content that resonates with Chinese cultural trends.
Influencers like Joe Wicks, who made waves with fitness content, could find a huge audience on Douyin if they adapt their style and collaborate with local creators. The advertising rates for influencers vary wildly, but micro-influencers with 100k–500k followers can command RMB 20,000–100,000 per campaign depending on category and engagement.
📢 People Also Ask
What is the average CPM for TikTok ads in China in 2025?
As of June 2025, CPM rates on China TikTok range from RMB 30 to RMB 150 depending on the category, with fashion and beauty sectors commanding the highest prices.
How do UK advertisers pay for TikTok ads in China?
Payments are typically made via Alipay or WeChat Pay. UK advertisers usually work with Chinese agencies or platforms like BaoLiba to manage payments and compliance smoothly.
Can UK influencers promote UK brands on China TikTok?
Yes, but it requires localisation—content should be tailored for Chinese audiences, often involving bilingual posts or collaborations with local influencers to boost reach.
❗ Risks and Tips for UK Advertisers Entering China TikTok Market
- Cultural Missteps: Content that works in the UK might flop or offend Chinese audiences. Always localise and test campaigns.
- Compliance Issues: China’s advertising rules are strict. Claims about health, efficacy, or pricing must be accurate and approved.
- Payment Barriers: Without local payment accounts, ad spend can get complicated. Use trusted partners.
- Data Privacy: China has its own data laws which might affect how you collect and use user information.
Final Thoughts
China TikTok’s 2025 full-category advertising rates reflect a mature, highly segmented market that offers massive potential for UK advertisers and influencers ready to do their homework. Whether you’re a brand like Gymshark eyeing expansion or a UK content creator dreaming of a new audience, knowing the rate card and local ecosystem is your first step to winning big.
BaoLiba will continue updating the latest UK-China influencer marketing trends, so keep an eye on us for the freshest insights and hands-on advice to help you make the most of this exciting market.
