Jessica Rapp

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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.

Five Trends Shaping KOL Marketing on Bilibili in 2021

Bilibili started 2021 on a high, announcing plans for an IPO in Hong Kong that could raise over $2 billion. That came on the back of impressive results for Q3 of 2020, which saw the company record 74 percent year-on-year growth in revenue. The video, gaming, and anime app are

How Do Brands Open Douyin And Xiaohongshu Stores?

A few years ago, it may have been enough for a brand to run its China e-commerce operation via a Tmall and JD.com shopfront, with a WeChat mini-program to take care of social media. In 2021, that’s no longer the case, as both the social media and e-commerce landscapes have

KOL Marketing in China: 2020 Influencer Marketing Case Studies

As we bid farewell to 2020, it’s safe to say that brands have been through the wringer. Marketing and promotions have been more challenging than usual thanks to the COVID-19 pandemic and its lingering effects on the supply chain, consumption habits, and broader economic conditions. Having said that, some brands

How can parenting brands leverage KOL in China?

Growth in e-commerce for parenting brands has slowed significantly in recent years. A 2019 report on the market for parenting and baby products showed just 8.6 percent year-on-year growth for 2019, which was half the figure for the previous year. Those disappointing results were just the latest in a downward

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

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,

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