Little RED Book (Xiaohongshu) KOL Marketing in 2021

By |March 2nd, 2021|Categories: Xiaohongshu|

Little RED Book (Xiaohongshu) is one of the Chinese social apps we never tire of recommending to marketers, and 2021 is set to be a big year for the platform. As of November 2020, the platform’s user base stood at 150 million registered users and 30 million monthly active users. It is not the largest social platform, but Little RED

How Guochao is Bringing Pride to Chinese Consumer Culture

By |February 8th, 2021|Categories: Influencer Marketing, KOL Marketing|

The rise of Guochao (国潮) is one of the major influences shaping Chinese consumer culture today, and it’s a phenomenon that shows no signs of abating in the near future. International brands and domestic brands alike can learn a lot from understanding why Guochao has captured the imagination of Chinese consumers and the tactics a variety of brands have used

How Baodao Optical built an Massive In-house KOL & KOC Operation

By |February 1st, 2021|Categories: KOC Marketing, KOL Marketing, Live Streaming|

One year on from the onset of the COVID-19 pandemic, it’s still difficult to evaluate what the long-term impact of the coronavirus will be in terms of reshaping consumer behavior and transforming the way brands market themselves to the public. Some of the tactics brands used at the height of the pandemic were always temporary adjustments that have been or

Five Trends Shaping KOL Marketing on Bilibili in 2021

By |January 22nd, 2021|Categories: Bilibili|

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 rapidly establishing itself as one of the key battlegrounds in

The 8 Models of KOL Collaboration – Which Is Best For Your Brand?

By |January 18th, 2021|Categories: Influencer Marketing, KOL Marketing|

Thanks to the immense popularity of social media, brands have paid more and more attention to KOLs using a variety of social platforms, from Douyin and Xiaohongshu to Weibo and Bilibili. Brands are drawn by the promise that with KOL collaboration – many of whom enjoy a fan-base of tens of thousands, if not hundreds of thousands or even millions

How Do Brands Open Douyin And Xiaohongshu Stores?

By |January 12th, 2021|Categories: Douyin, Xiaohongshu|

A few years ago, it may have been enough for a brand to run its China e-commerce operation via a Tmall and 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 become more fragmented, yet with each individual strand more tightly

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