Publisher Spotlight: 55Haitao

55Haitao is China's largest loyalty publisher, and their offering goes beyond cashback. Read our latest spotlight and hear first-hand how 55Haitao is helping brands enhance their value proposition and achieve incrementality through strategic approaches.

Publisher Spotlight: Josephine Nieh, 55Haitao

Rakuten Advertising had the opportunity to sit down with 55Haitao’s Head of Partnerships, Josephine Nieh, to chat through the company’s offering and its exciting plans for the future. Join us as we dive into all things 55Haitao.  

Tell us about 55Haitao 


As China’s largest loyalty site, 55Haitao goes beyond cashback, offering enriching content with beauty and luxury fashion as our top-performing verticals. With over 5 million newsletter subscribers and 4 million daily impressions, we reach a diverse audience. 

With nearly a decade in the affiliate industry, our position was solidified by acquiring ebates China in 2018. Success comes from content, not just cashback. Our user base is 25% US, 65% China, and the rest from vibrant APAC regions. Our users are aged 20-40, with a balanced gender split of 65% female and 35% male. 


Tailored for North American traffic, 55Haitaoshop focuses on beauty and fashion with no cash-back incentives. Advertisers can connect with US-based Chinese communities. We aim to create an engaged shopping community where enthusiasts share their journeys. 

Since launch, we’ve gained 5K daily unique visitors and 5K newsletter subscribers. Our traffic is 69% US, 13% China, 11% Canada, and 5% UK. 

What sets you apart from other publishers? 

At 55Haitao and 55Haitaoshop, we offer advertisers a distinctive platform with several compelling features that set us apart from other publishers. 

  • Unique Verticals and Content: Unlike other publishers catering to similar audiences, we go beyond cashback. We provide enriching content, especially in the beauty and fashion verticals. This approach creates a more engaging and holistic shopping experience for our users. 
  • Global Reach: We have a significant presence in China, the United States, and other vibrant Asia-Pacific (APAC) regions. This extensive global reach simplifies international outreach for advertisers, making us a one-stop solution for diverse market access. 
  • Precise Targeting: Our platform offers robust targeting capabilities, allowing advertisers to reach specific audience segments with precision. Whether it’s demographics, interests, or geographic targeting, we provide the tools to optimise campaigns effectively. 
  • Diversity and Inclusion: Diversity is at the core of our values. We actively promote diversity and inclusion efforts within our organisation and across our platforms. Advertisers partnering with us gain access to a diverse user base, facilitating connections with a wide range of consumers. 
  • Engaged User Community: Our mission is to create vibrant shopping communities where enthusiasts passionately share their experiences. Advertisers benefit from an active user community genuinely interested in their products and promotions. 

How do you help advertisers add value and drive incrementality? 

At 55Haitao and 55Haitaoshop, we empower advertisers to enhance their value proposition and achieve incrementality through strategic approaches. 

  • Engaging Content: Our platforms provide more than just cashback. We offer enriching content that ensures users have a memorable shopping experience, including Influencer Seeding Campaigns, Live streaming and Unboxing Reviews. This content-driven environment allows advertisers to align their messaging effectively, resulting in higher engagement and conversion rates. 
  • Precise Targeting: Our robust targeting capabilities enable advertisers to reach specific audience segments with precision. This targeted approach significantly improves ROI by directing marketing efforts toward the most responsive audience. 
  • Case Study: Beauty Brand X – Our partnership led to a remarkable 20% increase in ROI for Beauty Brand X, showcasing the effectiveness of our content-rich platform in driving incremental results. 
  • Conversion Optimisation: Continuous campaign optimisation has yielded a remarkable 15% increase in conversion rates for various advertisers, illustrating the incrementality our platform brings to their marketing efforts. 
  • Average Order Value (AOV) Growth: Advertisers frequently experience AOV growth due to strategic promotions and audience targeting. This growth is a testament to the engaged nature of our user community. 

What excites you about the affiliate marketing industry and its direction? Are there any new innovations we will see from you in the coming months?  

The affiliate marketing industry’s dynamic evolution and the promising direction it’s headed in continue to excite us. At 55Haitao, we’re enthusiastic about several trends and innovations: 

  • Resilience in Strong Verticals: Despite economic challenges, we’re witnessing a resurgence in top-performing verticals like beauty and fashion. This resilience underscores the industry’s adaptability and potential for growth. 
  • Thriving Asian Communities: The unwavering demand from Asian communities is a testament to the affiliate marketing’s strength. We anticipate further growth in this segment, creating opportunities for our advertisers. 
  • Live Streaming Revival: We’re thrilled to announce the return of our Live Streaming campaign. This interactive format has proven highly effective for advertisers, and we’re eager to build on its success. 
  • Influencer Recruitment: Our commitment to recruiting influencers, from nano to macro, for 55Haitao and 55Haitaoshop, remains unwavering. This initiative will empower advertisers to collaborate with influencers of varying reach, expanding their reach and impact.

Why did you choose to partner with Rakuten Advertising? 

We chose to partner with Rakuten Advertising for several compelling reasons that set you apart from other affiliate networks:  

  • Exceptional Service: Rakuten has consistently been our top choice of network due to the outstanding service provided to Publishers. The Publisher Development and Client Services teams have consistently delivered superb support, ensuring our needs are met effectively. 
  • Technological Advancements: Rakuten’s dedication to innovation ensures we have access to cutting-edge tools and solutions. 
  • User-Friendly Reporting: The reporting tool offered by Rakuten is notably user-friendly. Its intuitive interface makes it easy for us to navigate, extract insights, and make data-driven decisions.

Want to work with 55Haitao? Visit today or speak to your account representative. 

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