Jessica Rapp

/Jessica Rapp

About Jessica Rapp

I'm a writer and graphic designer intent on telling the world stories about China's flourishing food, drink, style and creative scenes. Whether it's cranking out a story in minutes for the web or embarking on a thoughtful long-form piece, I'm passionate about bringing people and communities together through engaging and inspiring content.

8 Ways E-commerce Influencers Court Consumers in China

By | 2019-12-30T10:47:53+00:00 December 30th, 2019|E-commerce, KOL Marketing, Live Streaming, Wang Hong Marketing|

For most brands, e-commerce influencers are the gatekeepers to e-commerce success in China. Marketing teams can try to go it alone, combining content with community building to draw traffic to their own channels, but many will find their attempts yield disappointing returns. KOLs, on the other hand, give a brand

Boys and Beauty: Male Beauty Influencers in China

By | 2019-11-26T11:18:58+00:00 November 26th, 2019|Beauty, Gen Z, Influencer Marketing, KOL Marketing, Live Streaming, Marketing Strategy|

If you live in China or spend a lot of time there, you’ll have noticed the increasing prominence of male beauty products. You might have seen ad campaigns featuring male models wearing concealer or eyeliner, or young male commuters wearing full makeup on the subway. This barely scratches the surface

Three Tactics KOL Marketers Can Spot Fake Followers Before It’s Too Late

By | 2019-12-17T10:30:12+00:00 November 18th, 2019|Influencer Marketing, KOL Marketing, Marketing Strategy|

The recent controversy over a case of an alleged KOL and a multi-channel network (MCN) agency manipulating account data has caused a stir in marketing circles. The MCN agency helped the entrepreneur get a verified “Big V” influencer account with over 3 million followers, and the KOL's campaign video received

10 KOL Marketing Trends in China for 2020

By | 2019-11-08T15:29:30+00:00 November 8th, 2019|Douyin, E-commerce, Gen Z, Influencer Marketing, KOL Marketing, Live Streaming, Marketing Strategy, Micro-influencers, WeChat|

With 2019 rapidly drawing to a close, brands and marketers should be looking ahead to 2020 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

Meituan-Dianping: The Platform Travel Marketers Shouldn’t Miss

By | 2019-10-28T12:43:46+00:00 October 28th, 2019|KOL Marketing, Meituan-Dianping|

The KOL darling Xiaohongshu is not the only review platform that's drawing influencers in droves and worthy of KOL marketers' attention. Meituan-Dianping is a “super app” widely known for its ecosystem of food delivery services, ride-hailing, cinema ticket reservations, and more, but it's also responsible for helping restaurants, shops, and travel

In-video Search: A New Opportunity for Influencer Marketing on Douyin?

By | 2019-10-14T10:18:28+00:00 October 14th, 2019|China Social Networks, Douyin, Influencer Marketing|

Video-sharing app Douyin (known as TikTok outside China) is trialing a new function that allows users to perform in-video search. Some observers have raised concerns about how in-video search function, combined with the facial recognition technology built into the system, could be detrimental to users’ privacy. Marketers, meanwhile, will be