China’s influencer economy is bigger, faster, and more competitive than ever. In 2024 alone, MCNs — multi-channel networks — were behind many of the country’s record-breaking livestream sales and viral content trends. They’re the engines connecting brands with top creators, building campaigns across Douyin, Kuaishou, Bilibili, and RedNote, and turning social buzz into measurable sales.

From e-commerce giants managing thousands of livestream hosts to boutique agencies producing high-concept micro-dramas, MCNs are shaping the industry. 

• How products launch
• How stories are told, and 
• How consumers make buying decisions in China’s digital-first market. 

Understanding these networks isn’t optional for brands inside and outside China — it’s essential for making the right partnerships and entering the market with impact.

Thinking about working with a Chinese MCN?
Choosing the right partner depends on your category, audience, and campaign goals. Platform strengths, influencer network quality, and track record all matter.

At ChoZan, we research and track China’s top MCNs in Douyin, Kuaishou, Bilibili, and RedNote. Our insights help brands understand which agencies best suit their needs before any collaboration begins.

What Is MCN and Why It Matters in 2025

In China’s creator economy, MCN (Multi-Channel Network) agencies sit at the center of content, commerce, and culture. They manage influencers, plan content strategies, and link creators with brands and platforms. 

Unlike Western MCNs that mainly provide ad monetization, Chinese MCNs integrate full-stack services — from livestream training and supply-chain operations to compliance and IP development.

As of mid-2025, China hosts around 29,000 registered MCN-type organizations, up from fewer than 5,000 in 2017. According to research, the market value surpassed ¥63.6 billion (approximately US $8.9 billion) in 2024 and is projected to exceed ¥70 billion (roughly $9.8 billion) in 2025. 

This steady expansion reflects the growing sophistication of China’s digital economy, where platforms such as Douyin, Kuaishou, Bilibili, and RedNote rely on MCNs to professionalize creators and power livestream commerce.

How MCNs Have Evolved in China

• 2012–2017: Early MCNs primarily served as talent brokers on Weibo and Youku, securing advertising deals and basic content support.
• 2018 – 2021: The livestream-commerce boom redefined them as e-commerce operators handling shops, logistics, and supply chains for star anchors.
• 2022 – 2024: The sector polarized. Large MCNs scaled into multi-platform enterprises building their own IPs, while smaller ones specialized in micro-dramas or ACG (anime, comics, games).
• 2025: Professionalization dominates. The Cyberspace Administration of China (CAC) introduced draft national rules requiring every MCN to register through designated platforms, appoint content-safety officers, and prevent issues such as rumor spreading, fake traffic, or the use of minors in non-compliant content.

Types of MCNs in China

China’s MCN ecosystem is diverse, but most agencies can be categorized into three main groups. Each type operates with different goals, revenue models, and platform strengths, so knowing the differences can help you identify the right fit for your brand.

1. E-commerce MCNs

• What they do: These MCNs specialize in livestream sales and social commerce. They support influencers—often referred to as livestreamers or KOLs—with product design, shop operations, supply chain logistics, and marketing execution.
• How they work: The influencer focuses on creating engaging content and interacting with their audience, while the MCN handles backend tasks such as sourcing products, order fulfillment, and managing the livestreaming infrastructure.
• Why it matters: This division lets influencers shine on camera, while the MCN ensures everything runs smoothly behind the scenes—making sales a seamless process.

2. Content MCNs

• Focus area: These networks prioritize high-quality content production, often in the form of polished, short videos. They incubate and support creators passionate about storytelling, niche topics, or vertical domains.
• Typical services: They might handle filming, editing, talent nurturing, and content strategy. Content MCNs excel at building strong media presence and engagement through compelling visuals and narratives.

3. Marketing MCNs

• Core offerings: These agencies act as marketing powerhouses, offering integrated campaign solutions. They help advertisers select the right influencers, strategize across platforms, execute cross-channel campaigns, and analyze target audiences.
• Strategic value: By combining data insights with influencer distribution, they craft campaigns that reach users more effectively and intelligently 

Summary Table of Major MCNs in China

MCN Type	Primary Role	Key Services Provided
E-commerce MCN	Drive sales via livestreaming and shop ops	Supply chain, logistics, shop management, livestream support
Content MCN	Produce engaging, high-quality content	Video production, talent incubation, creative services
Marketing MCN	Deliver end-to-end influencer marketing campaigns	Influencer matchmaking, campaign strategy, analytics

15 Major MCNs in China

1. Joy Media (无忧传媒)

Founded in 2016, Joy Media is the largest MCN on Douyin in terms of scale. Based in Beijing and Hangzhou, it operates in livestreaming, short video, and e-commerce. The agency manages an enormous creator network and holds a dominant share of Douyin’s influencer market.

Key details:

1. Influencer network: 100,000 signed creators, including 5,000+ high-quality influencers
2. Audience reach: Over 3 billion total followers across platforms
3. Employees: Approximately 4,000 as of 2024
4. Growth rate: 50%–100% annually since launch
5. Core business pillars: Entertainment livestreams, e-commerce product sales, short-video content
6. Notable past moment: Actor Ming Dao’s 6-hour “6.18” shopping festival livestream in 2023 generated ¥200,000 (approx $28,000) in sales.
7. Recent highlights:
   1. Partnered with Lishui Municipal Bureau of Culture, Radio, Television, and Tourism to pioneer “MCN + cultural tourism” initiatives
   2. Co-launched the “Senyou” IP and “Joy Creative Academy” with Xiangyuan Cultural Tourism
8. Industry role: Member of the China Performance Industry Association, with branches nationwide

With its massive talent pool, broad reach, and proven ability to turn traffic into sales, Joy Media remains the top MCN on Douyin and a major player in China’s social commerce industry.

2. Yowant (遥望科技)

Yowant, officially Hangzhou Yaowang Technology, is one of China’s largest publicly listed MCNs. Founded in 2010 and acquired by Saturday Co. in 2018, it specializes in livestream e-commerce, influencer marketing, and brand partnerships across Douyin, Kuaishou, and other platforms.

Yowant Network is also one of the earlier organizations to train celebrity artists. With more than 30 collaborating artists, such as Wang Zulan and Cecilia Cheung, the combined fan base exceeds 500 million.

Key details:

1. GMV 2024: ¥4.5 billion ($630 million), up 80% YoY.
2. Primary revenue share: Over 85% from KOL-driven advertising and livestream e-commerce
3. Talent network: 100+ star livestreamers and thousands of contracted influencers
4. Brand partners: Tens of thousands of domestic and international companies
5. Expansion: Launch of X27 theme park in Hangzhou and plans for TikTok Live in North America (2024)
6. Core platforms: Douyin, Kuaishou, Taobao Live, and emerging overseas channels

Despite recent losses, Yowant remains a major force in China’s MCN industry. Its scale, diversified portfolio, and push into global livestreaming signal its ambition to be a cross-border leader in influencer-driven commerce.

3. MeiONE (美ONE)

MeiONE, founded in 2017, is best known as the agency behind Li Jiaqi, China’s “Lipstick King.” Headquartered in Shanghai, the MCN focuses on beauty, skincare, and lifestyle e-commerce, operating high-impact livestream channels and co-developing products with leading brands.

Key details:

1. Flagship talent: Li Jiaqi (Austin Li), one of China’s top livestreamers. Li Jiaqi’s livestream room saw 2.5–3.5 billion RMB in beauty sales for the first day of pre-sales in 2024.
2. Follower reach: 170 million cumulative followers across all channels
3. Core platforms: Taobao Live and Douyin
4. Brand collaborations: Florasis, Yuanqi Forest, Zhuben, Perfect Diary
5. Other IPs: New Product Showcase, Never’s Family (pet content)
6. Industry contribution: Helped draft China’s first corporate standard for live e-commerce

With its star anchor, strong focus on the beauty category, and proven sales records, MeiONE continues to shape consumer trends in China. Its blend of content, brand partnerships, and high-profile campaigns cements its role as a top-tier e-commerce MCN.

4. Qianxun (谦寻)

Qianxun, founded in 2019 in Hangzhou, gained prominence through its flagship anchor, Viya, one of China’s most successful livestreamers. The MCN built a strong reputation in multi-category sales and brand collaborations.

Qianxun was categorized as a “stability-focused institution”, balancing content, traffic, and operational efficiency. It actively enhances consumer trust through IP creation and explores new e-commerce models while adapting to rapid market shifts.

Key details:

1. Flagship talent: Viya (Wei Ya), formerly Taobao Live’s top seller
2. Brand partners: 60,000+ domestic and international companies
3. Product range: Beauty, food, fashion, home goods, and more
4. Brand & IP Growth: Self-owned brand “Fengwei Pai” achieved 30B+ RMB in cumulative sales and wide retail penetration.
5. Business model: Multi-streamer matrix to reduce dependence on one anchor
6. Industry recognition: Ranked among China’s top 10 MCNs by valuation in 2023

Despite losing its star host, Qianxun remains competitive by developing a diversified streamer lineup and strengthening brand partnerships. Its multi-platform presence and long-term merchant relationships keep it relevant in China’s live e-commerce sector.

5. Xinxuan (辛选)

Founded in 2017 by Xin Youzhi, known as “Xinba,” Xinxuan is the leading MCN on Kuaishou and a major force in China’s livestream e-commerce sector. The company is known for its large-scale sales events, diversified product categories, and a network of high-performing hosts.

Key details:

1. Founder: Xin Youzhi (Xinba), top Kuaishou livestreamer
2. 618 campaign (June 2025): 33M+ orders, 12 brands >¥100M, 79 brands >¥10M, 200 live sessions, 2,200+ participating brands, 20,000 core SKUs, total audience 550M.
3. Brand collaborations: 13,000+ domestic and international companies
4. Key events: During the 2024 Double 11, Xinxuan’s total GMV hit ¥21.5 billion ($3 billion) in the core sales period, with 1.2 billion product views.
5. Followers: 600+ million across its talent network
6. Business scope: C2M supply chain, in-house brands, livestream training programs

With unmatched sales capacity on Kuaishou and a proven track record in brand promotion, Xinxuan continues to dominate China’s northern and lower-tier city e-commerce markets. Its combination of supply chain strength and influencer-driven sales makes it a benchmark in large-scale live commerce.

6. ErGeng (二更)

ErGeng, founded in 2015 in Hangzhou, is a media and video content MCN excelling in culture, travel, and food storytelling. Its focus is on high-quality production and narrative-driven influencer content across major Chinese platforms.

Key details:

1. Focus: Travel, culture, and food video content
2. Platforms: WeChat, Youku, Weibo
3. Services: KOL livestreaming, influencer marketing strategy, video production
4. Industry differentiator: High-production storytelling over overt selling
5. Monetization: Advertising and sponsored content
6. Audience appeal: Appeals to an educated, culturally curious segment
7. Growth: Strategic in transitioning video-first storytelling into influencer-driven campaigns

ErGeng’s strength lies in merging polished production with subtle brand storytelling, ideal for heritage, travel, and premium lifestyle campaigns seeking engagement through narrative.

7. Be Friends (交个朋友)

Formerly known as Make a Friend, Be Friends Holding was founded in 2019 and quickly became one of Douyin’s leading e-commerce MCNs. Built around Luo Yonghao’s livestreaming presence, the company has since expanded into multi-platform operations and achieved a listing on the Hong Kong Stock Exchange.

Key details:

1. Founder: Luo Yonghao, tech entrepreneur and livestreamer
2. Employees: 1,475+ as of 2023
3. 2024 revenue: RMB 622.1 million, up 43.8% year-on-year (vs. RMB 432.7 million in H1 2023)
4. 2024 net profit: RMB 83.8 million, up 93.8% year-on-year
5. GMV via new media platforms: RMB 5.96 billion in H1 2024
6. Live-streaming channels: Over 50 independently owned and operated
7. Operational upgrades:
   1. Launched Friend Cloud, an integrated platform for merchant onboarding, intelligent product selection, compliance auditing, operations, and settlements
   2. Formed an AI livestream R&D team to optimize product selection, traffic allocation, and data analysis
8. Core platforms: Douyin, Taobao Live
9. Content focus: Electronics, household goods, cosmetics
10. Listing: Achieved public listing via Century Sage acquisition in 2023

By blending influencer-driven sales with corporate-scale operations, Be Friends has positioned itself as a rare publicly traded MCN. Its cross-platform strategy and capital backing give it both stability and growth potential in China’s competitive livestreaming sector.

8. Papitube (papi酱传媒)

Launched in 2016 by internet personality Papi Jiang in partnership with Taiyang Chuanhe, Papitube is one of China’s first major content-focused MCNs. It specializes in creative short videos, influencer incubation, and cross-platform storytelling rather than purely e-commerce-driven sales. Its roster encompasses diverse genres, ranging from comedy and lifestyle to beauty and food.

Key details:

1. Founder: Papi Jiang, early viral video star
2. Content scope: Comedy sketches, lifestyle vlogs, beauty tutorials, food content, micro-dramas
3. Scale of operations: Papitube oversees 150+ creators, with a combined reach exceeding 500 million followers across multiple verticals. 
4. Talent network: 100+ high-profile short-video creators
5. Core platforms: Weibo, Douyin, Bilibili, RedNote
6. Monetization model: Brand sponsorships, advertising, IP licensing
7. Notable creators: Ms Yeah (office cooking), Dear-Carriere (beauty), other niche influencers
8. Campaign success: Produced branded short dramas for Perfect Diary to blend entertainment and commerce

Papitube remains a leader in the creative MCN space, proving that strong storytelling and multi-genre content can rival pure sales channels in influence. By elevating creators into multi-platform personalities, it has built a sustainable model centered on high-quality, shareable video content.

9. Dayu Network (大禹集团)

Founded in 2014, Dayu Network (Suzhou Dayu Digital Culture) is a diversified MCN that combines influencer management, ACG (anime, comics, games) content production, and branded consumer products. Its model integrates person IP, digital IP, and physical IP, allowing it to operate in entertainment and e-commerce. By 2025, Dayu had built a complete ecosystem encompassing content production, distribution, brand marketing, and product sales

Key details:

1. Business scope: MCN operations, animation and game-related content, influencer merchandising
2. Core platforms: Bilibili, Douyin, RedNote, Weibo
3. Specialization: Youth culture, anime-inspired video production, virtual idols
4. Brand collaborations: Tens of thousands of clients in beauty, electronics, food, and education
5. Original IP: Web anime, Please Take My Brother Away, and in-house branded merchandise
6. Product lines: Blind-box toys, apparel, and collectibles tied to influencer IP
7. Industry rank: Named among China’s Top 10 MCNs in 2025

By combining content creation with consumer products, Dayu Network has carved out a unique space in China’s MCN industry. Its fusion of ACG storytelling, influencer marketing, and branded merchandise offers a multi-revenue model that appeals to both fans and commercial partners.

10. Erka Media (二咖传媒)

Established in 2016, Erka Media is a large-scale MCN with strong capabilities in short video production, influencer incubation, and cross-platform marketing. Known for its creative storytelling and multi-vertical content, it operates across China’s major platforms and extends to global social networks.

Key details:

1. Business scope: Content creation, influencer management, integrated marketing campaigns
2. Core platforms: Douyin, Kuaishou, Weibo, RedNote, Bilibili, plus overseas platforms
3. Talent portfolio: Influencers in beauty, parenting, food, pets, and fashion
4. Global reach: Content distribution on 30+ domestic and international media platforms
5. Monetization model: Brand partnerships, cross-border influencer collaborations, advertising
6. Notable niche: Early leader in the mother-and-baby category on RedNote
7. Industry recognition: Named a Top 5 MCN brand in China by 2025

With a strong cross-platform strategy and a diverse creator roster, Erka Media bridges domestic and overseas markets. Its adaptability across categories and ability to execute multi-platform campaigns make it a preferred partner for both local and global brands.

11. Fengqun (蜂群文化)

Founded in 2014 and based in Shenzhen, Fengqun Culture is a full-service MCN specializing in multi-platform KOL marketing. Known for its ability to run synchronized campaigns across China’s major social channels, it manages a wide range of influencers, from mainstream celebrities to niche content creators.

Key details:

1. Business scope: KOL management, content production, integrated marketing, and brand storytelling
2. Core platforms: Weibo, Bilibili, RedNote, Douyin, and others
3. Talent portfolio: 2,000+ influencers across beauty, fashion, lifestyle, and subculture niches
4. Campaign strength: Ability to coordinate cross-platform viral campaigns for maximum exposure
5. Notable collaboration: Multi-platform fragrance promotion for Lancôme
6. Audience reach: Strong penetration in both mass markets and niche communities
7. Industry rank: Frequently placed in China’s top 10 MCN rankings

Fengqun Culture’s ability to tailor content for different platforms while maintaining a unified brand message makes it a go-to agency for integrated influencer marketing. Its combination of mainstream appeal and subculture expertise ensures reach across diverse consumer segments.

12. Gumai Jiahe (古麦嘉禾)

Founded in 2016 and based in Qingdao, Gumai Jiahe is a creative-driven MCN specializing in short-video storytelling and influencer incubation. Known for producing plot-based micro-dramas, it blends narrative entertainment with subtle brand integration to drive audience engagement and product awareness.

Key details:

1. Business scope: Original video production, influencer management, branded content campaigns
2. Core platforms: Douyin, Kuaishou, and other short-video channels
3. Content focus: Plot-driven short dramas, lifestyle skits, creative brand placement
4. Monetization model: Product placements, sponsorships, and cross-platform distribution
5. Notable IP: Bedtime Stories of a Single Woman with integrated brand promotion
6. Talent portfolio: Multi-genre influencers including comedians, lifestyle vloggers, and beauty creators
7. Industry recognition: Ranked among China’s Top 10 MCNs in 2025

By combining storytelling with influencer marketing, Gumai Jiahe provides brands with a way to engage audiences without resorting to aggressive selling. Its creative-first approach has helped it stand out in a market dominated by sales-focused MCNs.

13. Ruhnn (如涵)

Ruhnn, listed on Nasdaq and based in Hangzhou, is a prominent KOL-focused MCN that cultivates influencers and monetizes through e-commerce. One of their star talents is Zhang Dayi (Eve Zhang), a powerful influencer known for fashion and beauty content.

Key details:

1. Founder talent: Eve Zhang (Zhang Dayi), key KOL and co-founder
2. Platform presence: Weibo, Douyin, Kuaishou, Bilibili
3. Core services: KOL incubation, influencer marketing, e-commerce sales
4. Unique strengths: Largest share of KOL marketing in China; strategic partnerships across top platforms
5. Corporate uniqueness: Only MCN with Alibaba shareholding
6. Category focus: Beauty, fashion, FMCG
7. Client highlights: Burberry, Lancôme, Watsons, La Mer

Ruhnn combines celebrity talent with institutional backing to deliver a potent mix of influencer credibility and reach, making it a go-to MCN for fashion and beauty verticals.

14. Onion Video (洋葱视频)

Onion Video, founded in 2016 in Chengdu, is a creative MCN with a “pan-life” lifestyle focus. It specializes in trend-forward, high-impact short video production that appeals to younger, urban Chinese consumers.

Key details:

1. Mission: “Live Better” – focus on new lifestyles and trends
2. Services: Content IP development, KOL incubation, short videos, livestream support
3. Platforms: Douyin, Kuaishou, Momo
4. Creator network: 1,000+ artists, totaling 150 million followers
5. Content reach: Produced videos reaching over 100 billion views
6. Industry verticals: Food, beauty, lifestyle
7. Clients: McDonald’s, Mengniu, Yili, Wang Laoji, Sony

Onion’s ability to generate culturally resonant lifestyle content at scale positions it as a powerful MCN for brands seeking authenticity and storytelling in China’s short video ecosystem.

Partner With the Right MCN in China Through ChoZan

Working with an MCN in China means making decisions based on real-world operations, verified performance data, and a precise alignment with your goals. ChoZan gives brands the insight to do this with confidence.

We help by:

• Arranging China Learning Expeditions so you can visit top MCNs, see livestream rooms in action, meet talent managers, and understand how they handle product sourcing, training, and compliance.
• Providing targeted China Research with GMV data, category expertise, and platform strengths, allowing you to identify agencies that match your products and audience.
• Delivering China Keynotes and Workshops where Ashley Dudarenok explains MCN business models and platform dynamics, using current case studies from Douyin, Kuaishou, Bilibili, and RedNote.
• Offering China Business Consulting and expert calls to evaluate shortlisted MCNs, review contracts, assess influencer rosters, and flag risks like over-reliance on a single anchor or weak supply chain support.

Every insight is drawn from up-to-date market intelligence and on-the-ground experience, so your MCN partnerships in China are built on facts, not guesswork.

Ready to partner with the right MCN?

Contact us to discuss your goals, review case studies, and start building a China strategy that works.

FAQs about Major MCNs in China