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So far Carolina Wu has created 410 blog entries.

Double 11 2020: What Brands and Marketers Need to Know

Alibaba’s Double 11 2020 events racked up a record-breaking RMB 498 billion  in sales this year, almost doubling last year’s total. KOLs and celebrity influencers played a key role in driving sales to those new heights, with brands spending more than ever on partnerships. The main reason this year’s sales

2021 KOL Marketing in China: 4 Industry Predictions

With the finishing line in sight for 2020, brands are preparing for a new year and trying to forecast what the 2021 KOL marketing in China landscape will look like. Of course, COVID-19 made this year unlike any other, but some of the fallout from the pandemic merely reflected an

Launchmetrics acquires PARKLU

Launchmetrics acquires PARKLU, the premier influencer analytics platform in China, strengthening its Brand Performance Cloud to create the industry’s only global solution to measure brand equity Together, they will expand the company’s Media Impact Value™ algorithm to establish a comprehensive metric that benchmarks brand initiatives in the East & West NEW YORK

China Influencer Campaign Case Study: Proya’s Bubble Mask

Proya’s Bubble Mask has epitomized the potential of social media marketing and social commerce in a way few other products have in recent years. The quirky mask’s runaway success is an outstanding example of how brands can deploy a multi-pronged marketing strategy to create incredible demand for a new product,

Taking Advantage of Multi-level Marketing MLM in China

Multi-level marketing, or MLM for short, is growing in popularity in China. But it’s also a tightly regulated space, and brands and platforms have to be extremely cautious to stay on the right side of the law. The trouble with the MLM industry is that although the regulations seem pretty

The Health of China’s KOL Industry After COVID-19

What does the future hold for China's KOL industry after COVID-19? Influencer marketing has been one of the defining success stories of the past decade in marketing around the world. In China alone, one 2018 report placed the value of the KOL marketing industry at over RMB 100 billion, and

E-Commerce Live Streaming in 2021: Lessons from 2020

Live streaming in 2020 was already a huge business particularly in e-commerce, but the COVID-19 pandemic only caused the format’s stock to rise to new heights. When stores were shuttered and in-person activities ground to an abrupt halt in China from late January and into the spring, brands turned to

China’s GenZ are Hooked on Bilibili’s Conversational Content

Short videos and live-streaming are where so much of the excitement and investment in Chinese social marketing is right now, but content that invites co-creation is a specific niche within those categories. And it’s one that delivers impressive returns in terms of engagement, especially on Bilibili. The culture of Bilibili:

China’s Video Platforms Are in a Battle for KOLs’ Content

You could be forgiven for assuming that an audience of 1.4 billion would divide up nicely between China's short video platforms, giving everyone sufficiently healthy audience figures to put in front of advertisers and keep business growing. But, of course, that’s not how it works in practice. Every tech company

2020 Live Streaming in China: 7 Things That Made it Tick

Live streaming is still the hottest trend in Chinese social media, particularly in KOL-driven e-commerce. But relatively speaking, the industry is still in its infancy, with room for growth and many new live streamers knocking at the door. Brands are excited by the genre’s possibilities and figuring out the best

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