What Is Maimai? The Leading B2B Professional Networking Platform In China

Maimai: The Leading B2B Professional Networking Platform in China

Building strong professional relationships is important for every B2B marketer. For businesses outside China, connecting with domestic partners and collaborators can be challenging, especially since LinkedIn is blocked in the country.

In this gap, Maimai has emerged as a fast-growing social networking platform for professionals. What began as a job-hunting tool has now developed into a space where businesses, investors, and experts connect, share insights, and explore new opportunities.

What is Maimai in China?

Maimai, often referred to as the “Chinese LinkedIn,” is a professional networking platform launched in 2013. It started mainly as a job-seeking app but has since evolved into a broader ecosystem where professionals not only look for work but also join discussions, share experiences, and build industry-specific communities.

The platform is widely used by China’s digital workforce. Unlike Western platforms, Maimai integrates job searching with open discussions and user-driven content. This allows professionals to track industry trends, share opinions, and even monitor competitors more directly.

How Maimai Differs From Other B2B Platforms

Professional Networking

Maimai provides career-oriented connections similar to LinkedIn, with job postings and recruiter access. However, its focus is stronger on domestic companies and tech-related industries.

Anonymous Posting

A unique feature of Maimai is anonymity. Users can post workplace opinions, salary discussions, and management reviews without revealing their identity. This has turned the platform into a hub of candid and authentic insights that would not normally appear on WeChat or Weibo.

Industry Communities

Maimai is organized into industry-based communities, ranging from AI and technology to startups. These groups allow professionals to exchange knowledge, test ideas, and network within niche areas.

What Maimai Means for B2B Marketers

For global businesses entering China, Maimai provides valuable insights into industry conversations. By following discussions, marketers can:

• Understand how professionals talk about competitors.
  
• Identify hidden pain points and business needs.
  
• Track brand reputation based on user feedback.
  

Chinese professionals often cross-check a brand’s presence across multiple platforms before engaging in partnerships. This makes Maimai an important research and networking tool for companies seeking credibility in the Chinese market.

LinkedIn vs Maimai: A Quick Comparison

Content Strategy

LinkedIn focuses on authority-driven content such as leadership insights and reports. In contrast, Maimai thrives on peer-driven stories, workplace trends, and user-generated discussions.

Platform Dynamics

LinkedIn’s algorithm highlights personal branding and thought leaders. Maimai, on the other hand, emphasizes trending topics and group discussions, making it easier for lesser-known brands to participate in industry conversations.

Who Uses Maimai?

Maimai has more than 120 million registered users, with around 35 million monthly active users. The platform is especially popular among the 25-34 age group, which represents a key segment of working professionals in China.

Interestingly, the majority of engagement on Maimai is not about jobs alone. Topics related to programming, software development, and technology dominate the conversations. Male users make up the majority, while women account for about 24.73% of the user base.

Key Features of Maimai

1. Community-Centric Networking

Maimai is structured around professional communities, allowing marketers and managers to connect directly with experts in specific industries.

2. Content Anonymity

The platform’s anonymous posting feature enables professionals to explore jobs and share opinions discreetly. For businesses, this also allows confidential recruitment and competitor research.

3. AI-Powered Algorithm

Maimai uses AI to match job seekers with suitable employers. It also leverages big data to help brands analyze user behavior and improve networking efficiency.

4. Comprehensive Profiles

Users can create detailed portfolios beyond a standard CV, offering a full view of their professional skills. For recruiters and businesses, this means better candidate evaluation.

Best Practices for B2B Marketing on Maimai

• Maximize Search: Use the search function to explore users, jobs, and trending topics. This helps identify potential clients and track industry conversations.
  
• Utilize VIP Accounts and Ads: Paid memberships (around 70 CNY per month) provide advanced features like extended search results and targeted advertising.
  
• Leverage Live Streaming: Hosting interactive sessions such as workplace discussions or recruitment fairs builds stronger brand engagement.
  
• Encourage User-Generated Content: Brands that engage with authentic user stories and discussions gain more trust and credibility.
  

Is Maimai Still Popular in China?

Yes, Maimai remains the leading professional networking platform in China. It covers over 80% of the market, with most top companies maintaining a presence. Even before LinkedIn’s exit in 2021, Maimai had already established itself as the dominant player.

With LinkedIn no longer active in China, Maimai has strengthened its role as the country’s largest platform for workplace networking and B2B engagement.

Why LinkedIn Shut Down in China

LinkedIn faced increasing compliance and operational challenges in China, which led to its shutdown. Market competition also played a role, as local platforms like Maimai had already captured most of the audience.

At its peak, LinkedIn China had only around 5.6 million local users, a fraction compared to Maimai’s reach. This limited impact, combined with government restrictions, eventually led to its closure in the Chinese market.

FAQs

Q1. Can LinkedIn still be accessed in China?

A. No, LinkedIn is officially unavailable. While some try to use VPNs, this is not legally permitted under Chinese internet regulations.

Q2. What are the main competitors of LinkedIn in China?

A. Maimai, Douban, Dajie, and WeChat are key platforms offering professional networking opportunities.

Q3. What type of content works best on Maimai?

A. Peer-driven insights, workplace discussions, and industry commentary attract strong engagement, while job postings remain widely used.

Q4. How much does a Maimai membership cost?

A. Basic accounts are free. A VIP subscription with added features costs about 70 CNY per month.

Q5. Is Maimai only for job seekers?

A. No. While recruitment is important, many users engage in discussions about technology, business trends, and workplace culture.

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