In response to growing trade tensions between China and the United States, Chinese tech giants Tencent and Douyin have launched new programs to help local exporters sell more within China. The initiatives, revealed this week, aim to support businesses affected by U.S. tariffs and encourage a pivot to domestic and Southeast Asian markets. Tencent’s program alone is expected to generate up to 100 billion yuan ($13.7 billion) in domestic sales for struggling exporters.
Tencent and Douyin Step In as Trade Pressures Grow
As the U.S.-China trade conflict intensifies, many Chinese companies that once relied heavily on American buyers are feeling the strain. To ease the impact, Tencent and Douyin have stepped in with targeted e-commerce solutions.
Tencent announced on Thursday that it will assist export-driven firms in launching and managing operations aimed at China’s internal market. Its program will also provide tools to expand into Southeast Asia, where demand for Chinese products is growing. The initiative targets a total sales volume of 100 billion yuan, according to Tencent officials.
Douyin, the Chinese counterpart to TikTok, rolled out a similar program just one day earlier. By leveraging its vast user base and advanced algorithm-driven content delivery, Douyin aims to connect sellers with local consumers through livestreaming, short videos, and integrated e-commerce solutions.
Helping Exporters Go Local
Many Chinese exporters have built their businesses around overseas buyers, especially in the U.S. With rising tariffs and shipping restrictions, these companies are now looking inward. Both Tencent and Douyin offer platforms with large domestic audiences and proven tools for online sales.
Tencent’s program focuses on helping manufacturers build direct-to-consumer models using WeChat and other internal platforms. WeChat’s Mini Programs, which are lightweight apps embedded within the WeChat ecosystem, allow businesses to run stores, host promotions, and interact directly with consumers.
“By connecting supply chains with digital retail solutions, we want to make it easier for factories to sell straight to Chinese households,” said a Tencent spokesperson during the launch.
Douyin’s Influence in Local E-commerce
Douyin is already a powerful force in China’s e-commerce world. With more than 750 million active users, it’s becoming one of the top platforms for product discovery. Sellers on Douyin can use video content to highlight their goods, show how they’re made, and build trust with buyers.
To assist exporters making the switch to domestic sales, Douyin is offering dedicated onboarding teams, promotional support, and training in livestream techniques. Many brands that once sold only overseas are now being coached on how to engage Chinese customers in real time.
China’s Broader Push to Boost Domestic Demand
These moves align with a national strategy to reduce reliance on foreign markets. Amid weakening global demand and trade restrictions, Chinese policymakers are promoting the idea of “dual circulation” — where the domestic economy becomes the main driver of growth while still participating in global trade.
The Ministry of Commerce has also supported new trade fairs and cross-border e-commerce platforms, but these new tech-led efforts may offer faster results.
According to Zhang Jianping, director at the Center for Regional Economic Cooperation in Beijing, “Using digital platforms is one of the best ways for exporters to stay alive in today’s volatile global market.”
Numbers Reflect Urgency
China’s export sector has been under pressure throughout the year. Data from the General Administration of Customs shows that overall exports dropped by 6.3% in the first quarter of 2025, while exports to the U.S. fell by more than 12%. Many factories have cut production or shifted to lower-margin products.
This decline has driven urgent calls for structural change. Domestic tech firms, with their ability to scale quickly, are now seen as key players in this transformation.
Southeast Asia Also a Target Market
While focusing on local sales, both Tencent and Douyin are also helping businesses enter Southeast Asia. Countries like Thailand, Vietnam, and Malaysia have shown strong appetite for Chinese-made electronics, home goods, and apparel.
Tencent plans to integrate cross-border logistics and localized marketing to help Chinese brands make inroads into these markets. “We want to build digital bridges to new consumers across Asia,” said a company executiveLong-Term Benefits for the Tech Sector
Beyond helping exporters, these new programs are likely to benefit Tencent and Douyin directly. By onboarding new merchants, these platforms can expand their influence, grow advertising revenue, and increase transaction volume.
E-commerce analyst Li Wei from Shenzhen Tech Research noted, “This is a win-win. Exporters find new markets, and tech platforms gain more users and sales data. It’s a smart pivot.”
A Digital Lifeline for Exporters
As trade friction continues to challenge China’s export-reliant economy, domestic tech giants are stepping up. Tencent and Douyin’s programs offer real solutions for businesses facing falling demand abroad. By encouraging local sales and building regional partnerships, these initiatives may mark a new chapter in China’s economic resilience.
