2017 was a massive growth year for China influencer marketing campaigns. The industry matured, the quality of content rose, and influencer marketing has become mainstream. Influencers are slowly but surely gaining respect and being treated as professional content creators instead of just another distribution channel. Brands are giving influencers more
Chinese consumers love them, brands hate them. But as much as brands hate daigou, can they survive without these influencers of China cross-border e-commerce? Recently, brands have attempted to sidestep daigou by selling directly to consumers. However they rapidly discovered that consumers’ loyalty often lay with these overseas purchasing agents.
Over the past couple of years, China Influencer brands have emerged as 11.11 Singles Day sales powerhouses. But it was this year that they really proved themselves. For the first time in 11.11 Singles Day history, China Influencer brands broke into the top ten best-selling female fashion stores. By the
Between August 17 and September 17 this year, nearly 35 million people watched live streaming on the China ecommerce platform Taobao. Whether it’s on Taobao or one of the many other China ecommerce and social media platforms, live streaming is the hottest way to sell to Chinese consumers. Live streaming is China's QVC and
Over the past few years, China’s booming e-commerce industry and the new retail ecosystem have been making headlines around the world. At the same time, the China influencers and the O2O marketing industry has seen massive growth in the country. But what about brick-and-mortar stores? Are Chinese consumers still interested
There has been a lot of news lately about bloggers changing China’s e-commerce landscape. According to CBNData, a commercial data company affiliated with Alibaba, the "internet celebrity economy" was worth approximately 58bn yuan in 2016. Unlike Bloggers in the West who rely on the traditional sponsored post monetisation model, many
When it comes to generating sales, Chinese Bloggers beat their Western Bloggers counterparts by a landslide. Do they really have that much more talent for creating content or selling products? Not quite. Bloggers in China have social and technological advantages for converting fans that Bloggers in the West can only
Many of you are probably familiar with Kevin Kelly’s famous business concept that to be a successful creator, all you need is 1,000 true fans or super fans. These fans are customers that will buy anything you produce, and if you can just make $100 from each fan each year, you’ll
A new type of e-commerce function has been released on Meipai video. It allows users to create product links that pop up in the middle of videos, which are more eye-catching than previous types of product links on the platform. While the tag link function is currently limited to a select
In his book Content Inc, Joe Pulizzi describes a visionary approach to making a business, one that’s becoming increasingly influential as KOL bloggers establish their own multi-million dollar companies. It entails building a marketing channel before selling products. This flips conventional business strategy on its head. The channel-first blueprint is extremely