Little RED Book (Xiaohongshu) KOL Marketing in 2021
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
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
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
The 8 Models of KOL Collaboration – Which Is Best For Your Brand?
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?
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 become more fragmented, yet with each individual strand more tightly
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 have still managed to achieve remarkable successes that other brands