Google Play is not available in mainland China, so Android apps reach users through device makers' stores, such as Huawei, Honor, Xiaomi, OPPO, and vivo, and through platforms like Tencent MyApp. Publishing usually requires a Chinese business entity or a local publisher, an ICP filing for the app, a software copyright certificate in many stores, privacy compliance, and a license for monetized games. Each store has its own listing rules, review process, and paid promotion options.
How the Chinese app market is structured
With Google Play unavailable, Android distribution in mainland China is split across stores run by phone makers and internet companies. Device makers' stores, including those of Huawei, Honor, Xiaomi, OPPO, and vivo, are preinstalled on their phones and together reach most Android users. Tencent's MyApp (Yingyongbao) and other platforms add further reach.
The App Store also operates in China with Apple's standard tools, but with local legal requirements. Because there are many Android stores, each with its own developer console, review process, and promotion system, launching in China is an operational project as much as a marketing one.
Legal and documentation requirements
Most stores require apps to be published by a Chinese entity, so foreign companies typically set up a local entity or work with a licensed publisher. Since 2023, apps in China need an ICP filing with the Ministry of Industry and Information Technology, and the App Store in China has required filing information as well. Many Android stores also ask for a software copyright certificate.
Privacy compliance under China's Personal Information Protection Law is strictly enforced, including rules on permission requests, privacy policy pop-ups at first launch, and SDK disclosures. Games that monetize need an approval number from the National Press and Publication Administration and must implement real-name registration and anti-addiction systems for minors. Work with local legal advisers before committing to a launch date.
Local ASO: language, keywords, and creative
Keyword research must be done in Simplified Chinese, using local data sources and store search suggestions. Users often search with short, colloquial phrases, and pinyin input means near-homophones matter. Translation of your Western keyword list will miss most real queries. Local ASO tools provide store-specific data that Western tools rarely cover.
Creative also needs culturalization. Visual styles, color meanings, celebrity and festival references, and social proof work differently in China. Our guide to app store creative culturalization explains how to adapt beyond translation, and the localization strategy guide covers prioritization.
Store-by-store differences
Each store has its own listing fields, screenshot specifications, review standards, and ranking signals. Some emphasize downloads and active users, others weight ratings or editorial selection more heavily. Review times and the strictness of privacy checks also vary, and rejections often cite specific permission or pop-up issues.
Plan a matrix of stores with their requirements, owners, and update cadence. Keeping a dozen listings current is real work, so prioritize the stores that match your users' devices. A simpler path is to start with the largest device-maker stores and expand based on results.
Paid promotion inside stores
Chinese app stores offer paid placements, including search ads and cost-per-download promotions, as well as first-launch programs that give featured exposure in exchange for releasing first or exclusively on a store for a period. These programs can drive large initial volumes, especially for games.
Measure promoted installs carefully against organic baselines and retention, because inexpensive installs that churn on day one do not build a business. The principles in paid vs organic user acquisition apply in China too, even though the channels differ.
App Store China specifics
On the App Store in China, ASO uses the same fields as elsewhere: name, subtitle, keyword field, and screenshots. Simplified Chinese metadata and localized creative are essential. Character-based languages fit more meaning into the 30-character name and subtitle and the 100-byte keyword field, although each Chinese character uses several bytes in the keyword field.
Apple applies Chinese legal requirements in this storefront, including filing information and, for games, license numbers. Apps can be removed if requirements are not met. Our App Store keyword field guide explains byte limits and allocation.
A worked example: a language app enters China
A language-learning app with a strong global presence plans a China launch. It partners with a licensed local publisher, completes the ICP filing and software copyright, and replaces Google sign-in and push with local equivalents. It also rewrites the privacy flow to show the policy at first launch with clear consent, as stores require.
Local research shows that users search for exam names and short phrases such as daily English practice rather than the brand's global tagline. The team builds store-specific listings around those terms, launches on the three largest device-maker stores first, and joins one store's first-launch program. Retention by store guides where it expands next.
Common mistakes when entering China
Foreign teams often underestimate documentation and assume a translated listing is enough. They submit to stores without an ICP filing or software copyright, face rejection after rejection, and lose months. Others integrate Google services that do not work in China, leaving push, maps, and sign-in broken.
Another mistake is treating China as a single store. Launching on one device maker's store reaches only that brand's users. Successful launches plan for several stores, local SDKs for push and payments, and a local team or partner who can respond to store feedback quickly.
How to do it, step by step
- Decide on entity or publisherSet up a Chinese entity or sign with a licensed local publisher who can submit to stores.
- Complete legal requirementsPrepare the ICP filing, software copyright, privacy policy, and, for games, the publishing license and anti-addiction systems.
- Replace unavailable servicesSwap Google services for local SDKs for push, maps, payments, and sign-in, and test on Chinese devices.
- Localize ASO for each storeResearch Simplified Chinese keywords per store, culturalize creative, and prepare store-specific assets.
- Launch in priority stores and measureStart with the largest device-maker stores, evaluate first-launch programs, and track retention by store.
Before and after examples
Illustrative examples written for a generic app in this category, not client results. Swap in your own product, audience, and data.
Translate the English keyword list into Chinese.
Research store search suggestions and local tools in Simplified Chinese for each store.
Why it works: Real Chinese queries are colloquial and store-specific; translation misses them.
Firebase Cloud Messaging for all users.
Device-maker push channels and local push SDKs.
Why it works: Google services are not available on most Android phones in mainland China.
Publish on one store and wait.
Publish on the top device-maker stores with a store-by-store requirements matrix.
Why it works: Each store reaches mainly its own brand's users.
Action plan
- Secure a local entity or publisher
- Complete ICP filing and software copyright
- Obtain a game license if you monetize a game
- Replace Google services with local SDKs
- Research keywords per store in Simplified Chinese
- Measure retention by store, not just downloads
Metrics to monitor
- Downloads and active users by store
- Day 1 and day 7 retention by store
- Review approval rate and time
- Cost per retained user for paid placements
- Rating by store
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
Is Google Play available in China?
No. Android users in mainland China install apps from device makers' stores and other local platforms.
Do I need a Chinese company to publish apps in China?
Most Android stores require a Chinese entity or a licensed local publisher. Apps also need an ICP filing.
What is required for games in China?
Monetized games need an approval number from the National Press and Publication Administration, plus real-name registration and anti-addiction systems for minors.
Does App Store ASO in China use the same fields?
Yes, the App Store uses the same name, subtitle, keyword field, and screenshots, but Chinese legal requirements and local keyword research apply.
Keep reading
More in Other App Stores
Browse all 8 Other App Stores guides
Work with ASOWin
Primary sources
Platform capabilities and limits can change. Verify current requirements in these official resources:
