As far as I know, TOR doesn't work well in China
The content can either be static like mirrors of banned sites (wikipedia, BBC and the tor website). It would be at secret locations.
The site should randomly pick a few of it's Chinese users. When they visit public pages, they will be redirected to the secret locations. (With a welcome message).
It will appeal to apolitical Chinese, because they will feel they are unraveling secrets.
It will be hard for the Chinese government to clamp down: They will struggle to identify these websites and when they shut them down, they will hurt their own industries.
If it becomes successful, then China will make that fear real, and start running the same thing themselves.