Anyone involved in the tourism industry is well aware that China is a massive, rapidly growing market. And everyone is trying to get a piece of the pie. Unfortunately, tourism boards and travel brands invest resources into the wrong areas far too often, wasting money on expensive initiatives that miss
Over the past few years, China’s booming e-commerce industry and the new retail ecosystem have been making headlines around the world. At the same time, the China influencers and the O2O marketing industry has seen massive growth in the country. But what about brick-and-mortar stores? Are Chinese consumers still interested
When it comes to generating sales, Chinese Bloggers beat their Western Bloggers counterparts by a landslide. Do they really have that much more talent for creating content or selling products? Not quite. Bloggers in China have social and technological advantages for converting fans that Bloggers in the West can only
Micromanaging your employees lowers their working capacity to your ability to micromanage. A manager can only look over so many employees’ shoulders. But while most people grasp this, far fewer see how the same management style bogs down influencer marketing effectiveness. How Micromanagement Kills Influencer Marketing Effectiveness Depending on the
If you’re paying for KOL media posts on Weibo to promote your brand, should you also pay an additional fee for Weibo advertising to promote their posts? While your first reaction is probably “No, why would I do that? Isn’t that what we’re hiring the KOL for?” the correct answer is a firm yes.
Many of you are probably familiar with Kevin Kelly’s famous business concept that to be a successful creator, all you need is 1,000 true fans or super fans. These fans are customers that will buy anything you produce, and if you can just make $100 from each fan each year, you’ll
A new type of e-commerce function has been spotted on Meipai video. It allows users to create product links that pop up in the middle of videos, which are more eye-catching than previous types of product links on the platform. While the tag link function is currently limited to a select
What once was an innovative social media marketing strategy that generated organic interest in your brand looks increasingly like a TV ad. Yes, the engagement rates are still much higher online, and yes, they usually entail a much shorter conversion funnel than TV. However, the lifespan for online posts —