“Is MBTI reliable?”: Trending hashtag on Chinese social media
In recent weeks, the hashtag #Is MBTI reliable?# has become a trending topic on Chinese social media, predominantly on Weibo and Xiaohongshu, triggering almost 50 million views and discussions from Weibo netizens. What is MBTI? The full name of MBTI is Myers-Briggs Type Indicator – a test developed to identify a person’s personality type based on […]
China’s consumer generated video economy: Outsourcing marketing to your own users
China’s consumer generated video (CGV) economy refers to economic activities- such as brand sales- fuelled by videos created by Chinese consumers. These videos can be in recorded form, or livestreams. According to McKinsey research, 11% of Chinese consumers’ time on social media is spent watching, sharing, and creating short videos. In 2018, the Chinese short […]
How and why brands are using the direct to consumers business model (DTC) in China
Direct to consumers (DTC) is a business model when a manufacturer sells product directly to the end consumer, bypassing all intermediaries. It also includes a wide range of instruments which help to be closer to the consumers. DTC in China makes use of four types of social e-commerce, Pinduoduo – social e-commerce, WeChat – one […]
Clubhouse in China: The app’s quick rise and fall created a battle ground for imitators
The wave of Clubhouse blew from Silicon Valley to Chinese social networks. Since Elon Musk, the founder of Tesla, joined a chat room on Clubhouse, this audio-only social app has become a buzz with netizens around the world. According to App Annie, Clubhouse has exceeded 8.1 million downloads worldwide, and 4.6 million come from February […]
Guide to China’s social media platforms: Choosing the right platforms for your brand
China’s social media platforms are vastly different from the west. Strong censorship in the country blocks most large international social media platforms like Facebook, Twitter and Reddit, which forces China to create their own social media ecosystem shared with no other countries. Understanding the various social media platforms in China is crucial to engage with […]
The CRM market in China is maturing during a time when social media is king
Consumer Relationship Management (CRM) systems are widely used to interconnect customer and client data to better operate companies. This concept was first introduced to China in early 2001 after China entered into the World Trade Organization. Nowadays, with the development of the internet and the rise of social media, more and more Chinese entrepreneurs are […]
China Paradigm Transcript #109: Social media management platform helping international brands in the Chinese SaaS industry
Find here China Paradigm episode 109. Today we talk to Alex Li and Alex Duncan, co-founders of KAWO about the Chinese SaaS industry. KAWO is a leading social media management platform for international brands and agencies in China, providing them with data insights and finding social media solutions for their clients to help them grow in […]
The commercialization of the Bilibili, Gen Z’s favorite Chinese video platform
What is Bilibili? Bilibili (哔哩哔哩 in Chinese, also known as B Site) is one of the most popular video sharing platforms in China. Users can submit, view, and add commentary subtitles on videos. After more than ten years of development, the video platform built an ecosystem that continuously produces high-quality content around users and creators. This platform […]
Guide to China omni-channel marketing | Finding a path through China’s complex O2O ecosystem
In 2015, China omni-channel marketing and O2O became the key words of the retail industry. Brick-and-mortal retail companies opened up online channels, e-commerce companies have joined with brick-and-mortal retail companies to exploit the offline battlefield. This blending of online and offline, and omni-channel approach is also known as new retail in China. “In the next […]
WeChat mini-programs 2020: What your brand should know about this daily-life essential
WeChat mini-programs (MPs) are “sub-applications” within the WeChat ecosystem. They enable to provide advanced features to users such as e-commerce, task management, and coupons. More and more people use WeChat MPs in their everyday life. Whether it is to pay bills, play games, order a taxi or book a doctor’s appointment, there’s a mini-program for […]