Dianping (大众点评), also known as Dazhong Dianping, which translates to “public reviews”, is one of China’s most established lifestyle and review platforms. It allows users to search for, review, and engage with local businesses, helping them make informed decisions about where to eat, shop, and explore. As such, it’s often considered China’s equivalent of Yelp.
Launched in 2003, Dianping has evolved from a food review site into a trusted platform that connects consumers with a wide range of local services, from restaurants and hotels to entertainment venues, shopping, and more. Following its 2015 merger with Meituan to form Meituan-Dianping, it has become one of China’s largest O2O (Online-to-Offline) service providers, playing a central role in linking people with local experiences across dining, hospitality, travel, and entertainment.
For organisations entering the Chinese market, understanding how Dianping fits within the broader Chinese social media ecosystem can support more effective local marketing strategies.
Why Dianping matters
Dianping remains a key platform for discovering and reviewing local businesses. Its focus on authentic peer recommendations means it influences purchasing decisions across multiple sectors, particularly food and leisure.
The platform has approximately 110 million monthly active users, the majority based in first-tier and new first-tier cities such as Beijing, Shanghai, and Shenzhen. Its audience primarily consists of urban consumers aged between 20 and 40 who frequently engage with the app to find restaurants, book services, or read user reviews.
Key Dianping statistics
- Major demographics: 53% female, 47% male users
- Age distribution: 72% of users are between 20 and 40 years old
- Industries represented: dining, hospitality, travel, beauty, entertainment, retail
Key features of Dianping
Dianping’s features combines social media engagement with search, discovery, and online-to-offline (O2O) functionality, offering a holistic experience for users. Below are its core features for marketing:
Homepage
A personalised feed showcasing local recommendations, influencer content, and trending reviews. Similar to RedNote (Xiaohongshu), users scroll through visual posts, ratings, and deals tailored to their interests.
User reviews and ratings
Dianping’s ratings consist of photos, text, and videos, allowing users to provide detailed feedback. To maintain high-quality reviews, users are also rated based on the number and length of their reviews, as well as the reactions they receive. User reviews and ratings also serve as earned media, encouraging satisfied KOCs and KOLs to share their experiences.
Search
Dianping’s search function enables users to find businesses by category, rating, and distance across both Chinese and international locations, making it easy to compare options.
Trending feed
A curated section highlighting popular venues, top-rated dishes, and seasonal experiences. This feature helps users discover trending places and drives consistent visibility for listed merchants.
Deals feed
Shows coupons and limited-time offers from nearby stores or restaurants, encouraging in-person visits and supporting O2O engagement.
Online-to-Offline (O2O) services
Users can reserve tables, buy vouchers, and make payments directly within the app. This seamless integration links online discovery to offline transactions.
E-membership cards
Digital loyalty cards on Dianping make it easier for users to join membership programs. These programs store customer data and provide insights into spending habits, helping businesses personalise offers and nurture repeat visits.
How Dianping can be used for marketing
Dianping plays a key role in the consideration stage of the customer journey by providing user-generated reviews that offer valuable insights and firsthand experiences. These reviews serve as social proof, which can significantly influence a potential customer’s perception and decision-making process. By reading about others’ experiences with a business, users gain confidence in their choices, increasing the likelihood of selecting a particular service or venue.
Brands can leverage this by encouraging customers to leave reviews, amplifying positive feedback and fostering a community of advocates who help promote the brand to others. This not only enhances trust and credibility but also strengthens brand visibility, making Dianping a powerful tool for businesses looking to attract and convert more customers.
As part of a holistic digital strategy, Dianping should be seen not as an isolated tool but as a key component of a broader Chinese social media marketing approach, one that blends visibility, credibility, and conversion in a single journey.
