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.

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,

Creating Community Content to Influence Chinese Customers

Commonly, the goal of brand-initiated interactions with Chinese customers is to sell something. However, this behavior runs contrary to social norms, inhibiting deeper relationships with Chinese customers and the formation of communities. Community content aims to establish or increase trust, affinity, and reciprocity, which ultimately greases the wheels of influence.

Community Building is Key to Customer Retention in China

Customer acquisition is an expensive business for brands all around the world, and the Chinese market is no different, which is why brands need to make customer retention a top priority. Community building is one of the most effective strategies brands can deploy to convert first-time customers into long-term advocates

How Are Chinese Travel Influencers Handling COVID-19?

Few industries have been hit by the COVID-19 pandemic as hard as tourism. Anxiety over the virus has undermined some of the assumptions the travel industry relies on. Consumers are understandably reticent about airports, flights, and crowds. Travel restrictions and tightened visa policies have made travel less convenient, and in

Case Studies: Brand Communication Amid the Coronavirus

For countless brands and influencers in China and around the world, any brand communication plans that were in the works prior to the coronavirus outbreak came to a grinding halt. With the economy at a standstill, consumers staying at home, and companies concerned for their employees' safety across their entire supply

Top Douyin Marketing Tips for F&B Brands

Eating is an obsession in China, and that’s reflected in the abundance of food and drink content on Chinese social media platforms—especially Douyin. Brands in the F&B space can capitalize on the popularity of their niche if they approach KOL marketing the right way. Let’s take a look at some

Niche Influencer Categories on the Rise in China

There’s no doubt that people both in China and all around the world have been spending far more time at home than usual recently. Inevitably, that means people are spending more time with their phones. During this year’s Spring Festival celebrations in China, screentime was up by 26 percent compared with

How have KOLs & Brands Responded to Coronavirus?

China is gradually going back to work, but the impact of the Coronavirus (COVID-19) outbreak has left the country reeling. Throughout this sensitive period, KOLs and brands have had to adopt cautious strategies. Most importantly, marketers have had to be careful to use an appropriate tone. Anything that looked or

What China’s KOL Bubble Means for KOLs & Brands

The KOL bubble is real. The number of KOLs has ballooned over the past few years, and with it, more than 5,000 Multi-Channel Networks (MCNs) have emerged acting as a bridge between the client and a KOL. Supply and demand dictate that the KOL bubble would mean the fees KOLs charge

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