Shenma: China’s Mobile-Only Search Engine Brands Can’t Ignore

Shenma, China’s mobile-first search engine, offers unique opportunities for brands targeting mobile-savvy Chinese consumers. Here's how to tap into it.

Why Shenma Deserves Your Attention in 2025

In China’s fast-evolving digital ecosystem, mobile isn't just a channel—it’s the primary gateway to online life. As of 2025, about 1.1 billion Chinese had subscribed to mobile internet services in the country, equivalent to roughly 78 percent of its population (Statista, 2024).

While most international marketers focus heavily on Baidu, many overlook a rising player that commands serious attention on mobile: Shenma. Launched as a joint venture between Alibaba Group and UCWeb, Shenma is a mobile-only search engine that’s deeply embedded in China’s mobile-first consumer habits.

So, what makes Shenma different? How does it function in China’s "walled garden" of search engines? And most importantly, how can foreign brands take advantage of it?

Let’s explore the untapped power of Shenma and its growing relevance for mobile-centric search strategies in China.

What Is Shenma and Why Is It China’s Mobile-Only Search Engine?

Shenma Search Engine is exclusively designed for mobile users. It operates as a built-in search engine within UC Browser, China’s fourth most popular mobile browser as of 2024 (StatCounter, 2024), with a 4.35% market share.

But unlike Baidu, which spans desktop and mobile, Shenma is designed with a mobile-native philosophy, prioritising mobile content, apps, and commerce from the ground up.

Shenma’s Origin and Strategic Positioning

Created in 2014 as a joint venture between Alibaba and UCWeb (Forbes, 2014), Shenma was designed to capture the growing mobile search demand in China. While Alibaba lacked a full-fledged search engine of its own, UCWeb had the browser infrastructure and mobile expertise.

Together, they built Shenma to meet these strategic goals:

Shenma's mission wasn’t to replace Baidu but to specialise in mobile scenarios—from app downloads and location-based services to in-app product searches.

Shenma vs Baidu: What Sets It Apart?

While Baidu dominates overall search share in China (over 66% as of 2024), Shenma is carving a niche that Baidu doesn’t fully cover:Key differentiators:

  • Shenma prioritises mobile-first content, including mini-programs and apps.

  • It integrates deeply with Taobao, Tmall, and other Alibaba platforms.

  • It’s optimised for faster, leaner mobile search results with fewer ads than Baidu.

How Shenma Fits into China’s Mobile Search Ecosystem

China’s search engine landscape is unique. Unlike in Western markets, Google is blocked, and local players dominate within highly fragmented, closed digital ecosystems.

Shenma plays a specialised role in this environment—and it's growing in importance thanks to mobile-first habits.

Think of Shenma as the search engine of choice when users want to find apps, shop on mobile, or discover local services without being bombarded by heavy advertising or irrelevant results.

Shenma’s Core Strengths in the Mobile Search Arena

  1. E-Commerce Search Integration

    • Shenma pulls product listings directly from Alibaba’s e-commerce platforms, giving it a significant edge for shopping-related searches.

    • It’s estimated that over 35% of Shenma searches are transactional in nature—especially for product comparisons, price checks, and reviews.

  2. App Search Engine Capability

    • Unlike other search engines, Shenma is highly effective at indexing mobile apps.

    • When users search on Shenma, they’re often served direct download links or app info cards, improving conversion rates for developers.

  3. Minimal Ad Clutter

    • Shenma has fewer paid listings than Baidu, providing a cleaner, faster, and more user-friendly experience.

    • This design choice increases organic visibility for brands investing in mobile SEO.

  4. Localised and Personalised Results

    • Shenma uses location data from mobile devices to offer relevant, localised results for food delivery, stores, and services.

    • With UC Browser’s data, Shenma can provide personalised content based on user interests, apps, and browsing history.

How Can Brands Optimise for Shenma Search Engine?

With mobile-first users spending an average of 5.5 hours per day on their smartphones in China (Meltwater, 2025), Shenma offers a powerful opportunity for mobile-led engagement—if brands know how to use it effectively.

Let’s break down the best practices for optimising your presence on Shenma.

Step-by-Step Optimisation for Shenma Search Engine

To succeed on Shenma, your brand needs more than just Chinese language content. You need a mobile-first mindset. Here’s how to start:

1. Ensure Your Site Is Mobile-First

  • Shenma only crawls mobile-friendly content.

  • Your site must load in under 3 seconds on mobile and be fully responsive across devices.

  • Avoid JavaScript-heavy sites that slow down performance.

2. Leverage UC Browser Integration

  • Shenma is native to UC Browser.

  • Optimise content that renders well on UC Browser by testing your pages across devices and browsers.

3. Host Content in Mainland China

  • To avoid slow speeds or blocking, ensure your website is hosted within China or uses a China-optimised CDN like ChinaCache or Chinafy.

4. Submit to Shenma Webmaster Tools

  • Register at zhanzhang.sm.cn to:

    • Submit sitemaps

    • Monitor indexing

    • Track ranking performance

5. Use Simplified Chinese and Local SEO Tactics

  • Use Simplified Chinese characters, and make sure keywords are localised using voice search-friendly terms.

6. Optimise for App Discovery

  • If you have a mobile app, ensure it’s indexed with deep links and app metadata on Shenma.

  • App title, size, description, rating, and category are all factored into Shenma’s app ranking algorithm.

7. Integrate E-Commerce and Conversion Tools

  • If you’re selling in China, integrate your Shenma traffic with Tmall or Taobao shops.

  • Use Buy Now buttons or in-app mini-programs to enable fast purchases.

Final Thoughts: Shenma Is More Than a Niche Search Engine

Shenma might not be a household name outside China, but it holds considerable influence where it matters most—in the hands of mobile-first Chinese consumers.

For brands aiming to:

  • Drive mobile app downloads

  • Increase e-commerce conversions

  • Reach younger, mobile-native audiences

  • Bypass the high cost and ad clutter of Baidu

Shenma provides a streamlined, intent-focused alternative to traditional search engines. However, achieving success on Shenma demands more than just translation—it requires China-ready infrastructure, a mobile-first approach, and locally tailored SEO strategies.

Comms8 helps brands simplify the process while maximising impact across China and the wider Asia-Pacific region. Let us show you how to do more with less—and win where it matters most.

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For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

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