"Private traffic" is one of the biggest buzzwords in Chinese marketing right now, and figuring out how brands can apply it could make all the difference in 2020. By understanding what exactly this esoteric concept refers to, who is using it and how it works, brands can start winning the
Although Double Eleven has come to an end, Double Twelve is close at hand, and then there is Christmas, New Years ... the end of the year is always the busiest time for marketers. In order to better prepare for the end of the year, PARKLU summarised the hottest methods
With 2020 rapidly drawing to a close, brands and marketers should be looking ahead to 2021 and formulating plans for getting ahead of the curve. Here are ten KOL marketing trends we’re keeping tabs on in China for the coming year. 1. Influencer marketing will be more popular—and more effective
Live commerce, the fusion of shopping and live streaming, is transforming the retail industry. It's no secret that live commerce is hot right now. Actress Li Xiang's recent Weibo sale success story is one case in point: Li recently used her own air conditioner to help Suning sell 30,000 air
Weibo recently announced that its native live streaming platform, Yizhibo, will be rolling out Taobao integration. While the development is big news in its own right, it also underscores the momentum driving e-commerce content marketing and what is going to define media, marketing, and retail trends for China in 2020.
If there's one event of the year that makes marketing on Tmall and Taobao a no-brainer, it's Singles' Day. Brands that participated in the Singles' Day Global Shopping Festival under Alibaba Group last year were in for a treat—the annual discount holiday reached a whopping 213.5 billion RMB in total
Brands want to see results when they embark on working with KOLs, which is why it can be disheartening when expensive marketing efforts result in low sales generation—at least, at first glance. The statistics are gloomy: when a KOL with 1 million followers on Weibo posts about a product, they,
Social commerce refers to the integration of social media and e-commerce, which is a growing trend in China. Alibaba, with their popular e-commerce live-streaming platforms Taobao Live, Tmall Live, and recent investment in popular cross-border commerce platform Little Red Book (Xiaohongshu), is at the forefront of social commerce. And now
As ad-supported media content declines globally, media companies and brands scramble to find solutions to make up lost profits. Chinese companies have found theirs, and it blurs the line between content and commerce. It’s called retailtainment. In the West, platforms like Instagram and Snapchat are actually starting to follow China's lead by
When it comes to China e-commerce sales, the topic of daigou is controversial. Some brands, especially those in the luxury industry, consider daigou to be a detriment. In other industries, companies have a more positive view. In fact, many companies that are new to China e-commerce sales have begun proactively