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So far Carolina Wu has created 413 blog entries.

Are Virtual KOLs the Next Big Trend in China?

As AR and AI become increasingly sophisticated, there’s growing interest in the Chinese marketing world—and everywhere else—in the potential of virtual avatars. We’re moving rapidly towards a world where virtual spokespersons—whether official mascots or ambassadors, or virtual KOLs — can be just as articulate, compelling, and, most importantly, influential an

Little Red Book (Xiaohongshu) SEO Manual for KOL Marketing

Little Red Book maintains a stable position in the buyers’ journey of 18 to 35-year-old Chinese females. The brands that know exactly how to conduct SEO in Little Red Book KOL marketing campaigns have a distinct advantage influencing the buyers’ journey of this highly-valuable demographic. This Little Red Book (Xiaohongshu)

A New Aim for Product Design: Creating KOC

Product design is an under-appreciated art. A beautiful box, an ergonomic interaction, or an overall pleasing product experience can transform a consumer’s perception of a brand. The new aim of product design is to convert passive or even ambivalent consumers into KOC (key opinion customers). On the contrary, packaging or products

The Importance of Building a Brand UGC Flywheel in China

Most marketing campaigns are missing a flywheel effect that adds the potential for unbounded returns. The flywheel effect we will talk about in this article is brand user-generated content (UGC) and its unbounded returns are compounding retention loops. Luckily for brand marketers, social media provides ample opportunity to leverage brand UGC

The Chinese Monetization Models that are Built for Retention

For any brand, the end goal of community building is to impact the bottom line. Everything a brand does to build a community should ultimately focus on customer retention, which indirectly leads to sales. Some brands in China have successfully monetized their communities by incentivizing community members to play an active

Mastering Advocacy Marketing in China

Advocacy marketing is vitally important around the world, especially in the age of social media, but it’s particularly crucial for brands operating in China. Chinese are hypersensitive to the approval and disapproval of family, friends, and colleagues. "What will others think?" is an important question to the Chinese consumer. The

Agile Management: for social media marketing in China

By its nature, chasing the attention of customers is the pursuit of many moving targets. It is in this pursuit of attention where brands and their marketing teams must be the most flexible. Flexibility is not innate for most marketing teams as campaigns, content calendars, and product launches are typically set in

Increase LTV and Lower CAC by Retaining Chinese Customers

When it comes to brand survival, a good quality product can certainly go a long way, but without loyal Chinese customers, it can only go so far. And unfortunately for brands, attracting loyal customers has never been more difficult, thanks to the ever-intensifying competition between companies with direct-to-consumer models and

How Personalization Can Spark Customer Loyalty

Personalization is a vital aspect of developing customer loyalty in China. Chinese consumers welcome brands who want to “get to know them better,” but they expect those brands to make it worth their while. A birthday message is nice, but today’s consumer expects more. A well-executed personalization strategy can make the

How to Earn Brand Loyalty From Chinese Gen Z

As China’s Gen Z youth comes of age, they will become one of the most prized groups of Chinese consumers. But there's one problem that is plaguing marketers: surveys of these young, affluent consumers frequently report that when it comes to brands, Chinese Gen Z shoppers are extremely disloyal. So,

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