Little Red Book (Xiaohongshu) SEO Manual for KOL Marketing

By |August 17th, 2020|Categories: Marketing Strategy, Xiaohongshu|

Little Red Book maintains a stable position in the buyers’ journey of 18 to 35-year-old Chinese females. The brands that know exactly how to conduct SEO in Little Red Book KOL marketing campaigns have a distinct advantage influencing the buyers’ journey of this highly-valuable demographic. This Little Red Book (Xiaohongshu) SEO manual for KOL marketing provides a comprehensive implementation strategy,

A New Aim for Product Design: Creating KOC

By |August 13th, 2020|Categories: Marketing Strategy, Retention Marketing|

Product design is an under-appreciated art. A beautiful box, an ergonomic interaction, or an overall pleasing product experience can transform a consumer’s perception of a brand. The new aim of product design is to convert passive or even ambivalent consumers into KOC (key opinion customers). On the contrary, packaging or products that are poorly conceived and thoughtlessly planned leave consumers underwhelmed,

The Importance of Building a Brand UGC Flywheel in China

By |August 10th, 2020|Categories: China Social Networks, Marketing Strategy, Retention Marketing|

Most marketing campaigns are missing a flywheel effect that adds the potential for unbounded returns. The flywheel effect we will talk about in this article is brand user-generated content (UGC) and its unbounded returns are compounding retention loops. Luckily for brand marketers, social media provides ample opportunity to leverage brand UGC and the compounding effect can be a natural outpouring of

The Chinese Monetization Models that are Built for Retention

By |August 3rd, 2020|Categories: Marketing Strategy, Retention Marketing|

For any brand, the end goal of community building is to impact the bottom line. Everything a brand does to build a community should ultimately focus on customer retention, which indirectly leads to sales. Some brands in China have successfully monetized their communities by incentivizing community members to play an active role in the sales and marketing process. In this article,

Mastering Advocacy Marketing in China

By |July 27th, 2020|Categories: Marketing Strategy, Retention Marketing|

Advocacy marketing is vitally important around the world, especially in the age of social media, but it’s particularly crucial for brands operating in China. Chinese are hypersensitive to the approval and disapproval of family, friends, and colleagues. "What will others think?" is an important question to the Chinese consumer. The norms that emphasize the importance of social connections extend to commerce

Agile Management: for social media marketing in China

By |July 20th, 2020|Categories: Marketing Strategy, Retention Marketing|

By its nature, chasing the attention of customers is the pursuit of many moving targets. It is in this pursuit of attention where brands and their marketing teams must be the most flexible. Flexibility is not innate for most marketing teams as campaigns, content calendars, and product launches are typically set in stone and tracked with ridged KPIs. The challenge comes when

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