China is very active in development of Internet infrastructure and digital technologies. Despite the Great Chinese Firewall, the uniqueness of Chinese digital space is in its national successful platforms conquering the world. Brands wishing to be promoted at Chinese market need to adopt to its game rules, changing for a Chinese consumer and communication options of Chinese digital resources. The topic is also very up-to-date for Russia as our domestic business and social communities feel the growing demand for promotion of their interests at Chinese digital space. It is evident that well-known and test-ed tools used for Russian or western platforms will be inadequate for media resources of China. The article features specific traits of the Chinese digital ecosystem used for brand promotion, describes options available at different resources, offers cases of famous international brands. The unique digital media system of China is conditioned by the national specifics and includes a range of important aspects such as substitution of all western analogues, control and censorship, eco-systemic complexity, monopoly controlled by the state and specific design different from global trends. The article exposes the cases of promotion strategies of the leading brands of electronics and household appliances Xiaomi, Huawei, Haier и Midea.
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