In the West, we talk about “web traffic,” “engagement,” or “buzz.” In China, 流量 encapsulates all of these and more, carrying an almost obsessive weight. The concept of 流量为王 (liúliàng wéi wáng) - “Traffic is King” - dominates the digital landscape. A person, product, or company's value is often directly measured by the amount of 流量 it can generate. This has given rise to the phenomenon of 流量明星 (liúliàng míngxīng), or “traffic stars.” These are celebrities valued less for their acting or singing talent and more for their incredible ability to draw millions of clicks, views, and comments. Their primary role is to direct their massive fan-generated 流量 towards products, movies, or brands they endorse. This contrasts with the Western emphasis on “authenticity” or “brand loyalty.” While those exist in China, the raw, quantifiable number of 流量 is often the first and most important benchmark for success. It's a commodity that can be bought, sold, and manufactured, making it a central pillar of the entire digital economy and a key concept for understanding modern Chinese popular culture.
This is the most common usage in a business or tech context. It refers to the number of visitors and pageviews a website or app receives.
This is an extremely common, everyday usage. When people talk about their phone plan, they're talking about their 流量.
In the context of social media and celebrities, 流量 refers to their popularity, influence, and ability to attract attention. High 流量 means high influence.
This is the most literal meaning but less common in daily conversation than the digital ones. It can describe the flow of people in a mall or cars on a highway.