Fashion designer and blogger @李玄 Lily (Li Xuan) shares in our 9th installment of KOL Diaries how she balances her schedule between work, play, and being a mother. Fashion Blogger | @李玄Lily Place: Shanghai Occupation: Fashion Designer&Blogger Platforms: Weibo, WeChat, Oasis, Xiaohongshu A graduate from the Department of Fashion Design
By now, most people have probably seen the Bilibili’s “The Next Wave” video, narrated by actor He Bing. The 2.5-minute-long ad about Chinese Young Consumers (Gen Z) divided public opinion, but the promotional piece does a decent job of highlighting the characteristics of Bilibili and its users. Generation Z refers to
Eating is an obsession in China, and that’s reflected in the abundance of food and drink content on Chinese social media platforms—especially Douyin. Brands in the F&B space can capitalize on the popularity of their niche if they approach KOL marketing the right way. Let’s take a look at some
Recently, many WeChat users received invitations to start creating short-videos on WeChat's new Channels feature. We had written an article "WeChat Channels: will the new feature disrupt short-video incumbents" , but since then, one of PARKLU's writers, who is also a WeChat KOL, Grace Tao has been testing the waters.
With the short video industry very much in the limelight, there have been gains for all kinds of content verticals within the various Chinese short-video apps. Everyone is tipping 2021 to be the year of the short-video, but with so many Chinese short-video apps to choose from, how should brands
Xiaohongshu (aka RED or Little Red Book) is one of China’s go-to platforms for beauty KOLs and brands looking to develop communities. Fortunately for beauty brands and KOLs, the platform seems to have rebounded since being pulled off app stores for 3 months in mid-2019. We expect the platform to
The Chinese short video app is one of the largest digital phenomenons of 2020. WeChat, a communications-focused SNS platform, appears to be broadening its horizons with a new feature intended to mark its entry into the short video scene. Some users may have noticed a new feature in their WeChat
When marketers and brands come to China, they're often blown away by the record-breaking numbers that always seem to be in the headlines for influencer success stories. From live-streaming phenom Viya helping Kim Kardashian sell out of 15,000 KKW fragrances in just five minutes, to beauty influencer Li Jiaqi selling
Xiaohongshu (小红书), which literally translates as “little red book”, has experienced a few twists and turns over the past year and Xiaohongshu marketing has been a hot topic. After the platform was pulled from Chinese app stores in July 2019, the effect was staggering—monthly active users fell from 93 million
Influencer Marketing: Beyond The Hype China’s influencer marketing industry is three to five years ahead of the rest of the world. The advanced functionality and integration of social media, e-commerce, and digital payment in China have enabled business models that are yet to be explored in other countries. However, global