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
Last year was the year of the Rooster, but it might as well be known as the year of Rap. Over the summer of 2017, the hit show The Rap of China launched a cultural phenomenon that took the nation by storm. Fashion and beauty influencers embraced streetwear and counterculture
As the major Chinese social media platforms Weibo and WeChat become saturated and give users declining organic reach while charging increasingly large sums for advertising, big brands are starting to turn to smaller platforms like Douyin for social media campaigns that target China's Gen Z consumers. Douyin is a Musical.ly
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
There’s no shortage of content about marketing to Chinese millennials. As post-90s consumers replace those from the 70s and 80s as the big prize demographic, brands are starting to see how old ways of advertising aren't just ineffective, but counterproductive. Because Chinese Millennials have a unique way of