China SEO and Search Behavior 2025: A Guide for Marketers
As consumer needs evolve and digital platforms diversify, search behavior in China is undergoing a fundamental transformation in 2025. Traditional search engines are no longer the sole touchpoints for user intent. Instead, AI-powered tools, local social media platforms like Xiaohongshu and WeChat, and contextual discovery methods are reshaping how—and where—Chinese users seek information.
OctoPlus Media helps brands navigate the evolving search landscape with data-driven insights and tailored marketing solutions—whether it’s optimizing for AI tools, growing on social platforms, or future-proofing digital strategies.
This analysis draws on a report from the TopKlout Index Research Institute (克劳锐指数研究院, topklout.com) to support key findings. The report is structured around three core pillars:
- Search Ecosystem Overview— covering traditional search engines, social platforms, and AI tools
- User Search Behavior Trends— examining what users are searching for and how behavior varies across topics and touchpoints
- Search Trend Analysis— offering insights into trending queries, product interest, and decision-making intent
1.0 Search Behavior Across Three Platform
1.1 Search Engines: Broad Adoption, Narrow Application
Despite the rising influence of social and AI-driven discovery channels, traditional search engines continue to maintain a strong foothold in the digital ecosystem. As of June 2024, China’s search engine user base had reached 824 million, accounting for 75% of total internet users.
The screenshot is taken from the TopKlout Index Research Institute (克劳锐指数研究院, topklout.com).
Based on the 2023 CTR China Search Engine Industry Report, users primarily engage search engines for:
- Work and study support
- Solving issues
- Clarifying questions in daily life
- Knowledge expansion and fact-finding
- Catching up on news and real-time updates
- Navigating to other websites
1.2 Social Platforms: Rapid Growth in Search Volume
According to Zhou Tian Finance, by 2024, Baidu’s daily search volume averages around 1 billion, while Xiaohongshu (RED) has reached approximately 600 million searches per day—a twofold increase since 2023. Xiaohongshu now generates over half the daily queries of Baidu, highlighting the platform’s explosive growth trajectory.
The screenshot is taken from the TopKlout Index Research Institute (克劳锐指数研究院, topklout.com).
- Xiaohongshuusers search 6 times daily on average.
- Douyinsees 80% of users conducting searches daily.
- 57% of Douyinusers start searching immediately after opening the app.
1.3 AI Tools and Social Platforms Overtake Traditional Search Engines in User Preference
Over half of surveyed users now rely on AI-powered tools and social platforms for high-frequency search activities, making them the Top 2 preferred search platforms in 2024.
The screenshot is taken from the TopKlout Index Research Institute (克劳锐指数研究院, topklout.com).
User Search Platform Usage Breakdown:
- AI Tools– 54.4%
- Social Platforms– 53.3%
- E-commerce Platforms– 49.9%
- Traditional Search Engines– 21.7%
- Lifestyle Service Platforms– 18.8%
- Academic Platforms– 16.9%
- Niche Vertical Platforms– 13.0%
2.0 User Search Behavior Insights
2.1 Main Drivers Behind People Searches:
- 46.3%want to know public opinion or reviews about the person
- 41.6%want to see the latest updates or works
- 38.7%want to check related events or news
Users primarily search for people to explore others’ opinions and access time-sensitive content.
2.2 Users Prefer Rich and Accurate Search Experiences
According to the report, when searching for news, real-time information, or trending events, users tend to prefer platforms that provide rich, accurate, and trustworthy content. Search engines stand out as the top choice due to their diverse content, low level of distractions, and reliable sources.
Most frequently used platforms for searching news/real-time information/trending events:
- Search engines: 26.2%
- AI tools: 18.8%
- Social platforms: 15.6%
- Vertical domain platforms: 9.6%
- Lifestyle service platforms: 9.4%
The screenshot is taken from the TopKlout Index Research Institute (克劳锐指数研究院, topklout.com).
Top reasons for using search engines:
- Diverse content (31.0%): Search engines aggregate information from across the web, offering a wide variety of content in one place.
- Fewer distractions (31.0%): With clean interfaces and precise content delivery, users face less noise and can access information more efficiently.
- Reliable information (30.2%): Most content comes from official and credible sources, enhancing trustworthiness.
2.3 Top Categories of User Interest: Personal Care, Food & Beverages, and Sports/Outdoor Products
Users show the highest search interest in categories related to daily lifestyle and well-being. Among all product categories, personal care, food & beverages, and sports and outdoor products stand out as the top three in user attention.
Other frequently searched categories include:
- Apparel & Accessories
- Home Furniture
- Automobiles
- Fresh Produce
- Books & Stationery
- Consumer Electronics
- Mother & Baby Products
- Beauty Products
- Home Appliances
- Pet Supplies
The screenshot is taken from the TopKlout Index Research Institute (克劳锐指数研究院, topklout.com).
2.4 AI Tools Rise as the Third Key Entry Point for Product Search Amid Information Overload
When faced with information overload, users are increasingly turning to AI tools for searching product details, consumer reviews, or promotional activities. Although e-commerce platforms still dominate, AI tools have emerged as the third most frequently used platform, thanks to their strong capabilities in content integration and intelligent summarization.
Most frequently used platforms for searching product information, reviews, or promotions:
- E-commerce platforms: 35.8%
- Lifestyle service platforms: 12.2%
- AI tools: 12.0%
- Social platforms: 10.8%
- Vertical domain platforms: 9.6%
- Search engines: 8.4%
The screenshot is taken from the TopKlout Index Research Institute (克劳锐指数研究院, topklout.com).
Top reasons for using AI tools:
- Comprehensive and detailed content (37.0%): AI tools provide in-depth product knowledge, including specifications and comparisons, using simplified queries.
- Strong summarization ability (31.6%): They efficiently condense relevant information, saving users time.
- High timeliness (30.1%): AI tools continuously update with the latest content automatically.
- High accuracy (29.5%): Reliable sources, evidence-backed reviews, and validation mechanisms enhance credibility.
2.5 Social Platforms Significantly Influence Consumer Decisions — Real Content Builds Trust and Encourages Purchases
In the later stages of consumer decision-making, users often return to social platforms. 90% of users believe that content found on platforms like Xiaohongshu has a real impact on their buying decisions due to its authenticity, relevance to daily life, and high trustworthiness.
- Over 90%of respondents said they had made purchase decisions based on search content, most commonly placing orders on e-commerce platforms afterward.
- 66%of users felt that search content had a significant influence on them, and 24% said it had a noticeable influence.
- The platform’s user-generated content, such as product comparisons, trials, and personal feedback, helps build confidence and encourages purchases.
The screenshot is taken from the TopKlout Index Research Institute (克劳锐指数研究院, topklout.com).
3.0 Search Trend Analysis
3.1 Search Challenges: Low-Quality Information Overload Requires Smarter Tools and Sharper User Judgment
Current search behavior reveals two major issues that hinder effective consumer decision-making:
Fragmented and Overwhelming Information
Users are often forced to jump across multiple platforms, pages, and posts to piece together relevant information. This results in an inefficient and confusing experience.
- Social platforms: Search results are cluttered with mixed content such as reviews, personal opinions, and image-based sharing, making it hard to extract key insights.
- AI tools: In contrast, AI tools help summarize and structure information, offering clean and digestible overviews that users can understand at a glance.
Excessive Misinformation and Fake Content
- Disguised promotions: Many fake reviews and covert advertisements appear on social platforms and can easily mislead users if not careful.
- Trust issues: With platforms overloaded with bots, promotional content, fake news, and outdated or unverifiable sources, users often find it difficult to distinguish trustworthy information—leading to potential misjudgments and poor decisions.
3.2 AI Summaries Redefine User Search Experience
AI Summary Becomes a Key Entry Point for Users to Access Information, Accelerating the Evolution of Search Engines through Intelligent Algorithms.
- Over 20%of Baidu search results pages now include AI-generated summaries
- 6%of search engine users look at AI summary results first after initiating a search
- 9%of users say they use search engines because of the “good summarization capability”
The screenshot is taken from the TopKlout Index Research Institute (克劳锐指数研究院, topklout.com).
Contact OctoPlus Media team Today!
As search behavior continues to evolve in 2025, marketers must rethink how they engage with consumers across increasingly fragmented digital touchpoints. The rise of AI-powered tools, socially-driven discovery, and trust-based content signals a need for brands to go beyond traditional SEO and embrace a more dynamic, omnichannel search strategy.
OctoPlus Media helps brands navigate this transformation by delivering data-driven insights and integrated marketing solutions tailored to the modern consumer journey. Whether you’re looking to optimize for AI tools, expand your presence on social platforms, or future-proof your digital strategy, our team is here to help.
Reach out to OctoPlus Media today to stay ahead in the ever-shifting world of digital search.
Feel free to talk to us
It’s a team with one single shared goal, which is our client’s success. Deliver results for your business now.
