With the development of mobile Internet，the importance of mobile marketing is readily acknowledged by the digital marketing industry. Revenues from mobile marketing in China reached nearly 30 billion in the year 2014，with year on year growth of over 100%. Fast growth is expected to continue for at least 2-3 years. Native ads，programmatic buying，integrated interactive marketing and marketing on wearable devices are 4 innovation trends in Chinese mobile marketing in the year 2015. Meanwhile，lack of deep mobile user understanding，and lack of industry standards and measurement tools are the main challenges Chinese mobile marketers are facing.