Advertising in China: Promoting brand awareness and elevating brand value through advertising
Building your brand is crucial to growing a business and it must be done continuously for as long as a company is in operation. With the pandemic, consumer decision-making barriers and uncertainty about the market environment rose, thereby making brand building even more crucial. With so many businesses and competitors in China, it is essential […]
The ultimate guide to navigate the Chinese digital marketing ecosystem
The incredible popularity of instant messaging and online shopping in China, along with the adoption of smartphones, has greatly helped China in becoming the largest social network and e-commerce market. As of 2021, it is estimated that the total social network users and digital buyers in China reached 987.3 million and 824.5 million respectively. Behind […]
How to make your brand go viral: branded mini movies in China
Mini movies are short cinematic creations shot for a specific product or brand. The general duration is less than 30 minutes. Branded mini movie was born with the development of new media technology and has become an emerging marketing tool in recent years. The essence of branded mini movie is information dissemination aimed at demonstrating […]
An “East-West” Exchange organized by Tmall Global
On November 6th 2021, Tmall Global released its promotional video named “East West Exchange” (世界东西交流会) for Double Eleven. The campaign utilizes the dual meaning of “Dong Xi” (“东西”, meaning both “East and West” or “Goods” in Chinese) to extend the platform’s ideas of promoting cultural and commercial exchanges between China and the West. As a […]
Chinese think Apple is crazy: Apple’s splash-resistant ad goes viral for wrong reasons
At the start of July, Apple published a splash ad (one that appears on screen for a few seconds when an app is launched) on major social media platforms in China including Weibo, Bilibili.com, and 携程 Ctrip.com. The ad featured a man holding an iPhone to his ear in the drenching rain. and the short […]
Digital advertising in China, using simple platforms to engage Chinese customers: China Paradigm transcript #121 with Jie Zhang
Founded AdChina in 2015, AdChina.io provides a SaaS-based solution allowing foreign companies to do digital advertising in China across many local platforms. They received their first round of VC investment in 2019. Founder Jie Zhang’s educational experience was at Fudan University, where he studied physics. His previous work experience includes 10 years working for Huawei, […]
Australian CEO and founder of Shanghai content production studio: China Paradigm transcript #118 with Rodney Evans
Today’s episode features Rodney Evans. He is the founder and CEO of Central Studios Shanghai. Rodney has been in China since 2005. He founded his Shanghai content production studio in 2009. They mostly cover production and post-production in photography and video, used as marketing content for brands in China. Central Studios Shanghai has a 1,000 […]
The LGBT Market in China | A rising pink economy
The Lesbian, gay, bisexual, and transgender (LGBT) community in China has been getting their voices heard since the 1980’s. This is resulting from engaging dialogue about the queer identity in the public domain. However, in 2021, the LGBT culture in China still stays largely underground. Despite being underground, there has been significant progress over the […]
Light shows and drone advertising in China: The new era of offline advertising
In the past four years, the outdoor high-tech advertising market in China has grown at a compound annual growth rate of 18.2%, reaching 45.6 billion yuan in 2020. The development of technology, an increase in advertising space and forms, and audience contributed to the promotion of new advertising in China. New advertising is high tech […]
Holographic communication in China: The future of offline advertising
Holographic communication in China is increasingly common for museums, exhibition halls, theme parks and, what is important, for advertising. To see the new advertising in China you don’t even need to wear any special glasses, as it is becoming a part of our life. The cost of holographic advertising varies according to different characteristics. The […]
China Paradigm 121: Advertising in China with transparency and precise targeting
In this episode of China Paradigm, we interview Jie Zhang, a serial entrepreneur with a strong tech background and founder at AdChina.io a software as a service (SaaS) platform that makes advertising in China easier for foreign brands. The differences between advertising in China and the West are staggering when it comes to how the […]
Double 12 2020: Winners and a dying trend?
Behind Double 11 and 618, Double 12 is the third largest shopping festival in China. Taobao started the first Double 12 on December 12, 2012, with the purpose to promote small and medium C2C and O2O Taobao sellers. Like all of China’s online promotion festivals, Double 12 now includes most Chinese e-commerce platforms, such as […]