What you need to know about Chinese social media platforms

Compared to the western part of the world, the situation of social media in China is very different. Creators and platforms must face more challenging legal environment. Apps such as Facebook or Twitter are inaccessible. Nonetheless, Chinese social media platforms managed to attract a pool of users which in June 2022 reached up to 1.05 billion […]

Weibo marketing strategy: What brands should know

Sina Weibo is a micro-blogging social media platform that was launched in 2009 by Sina Corporation. It sees itself as a leading social media that combines the means of public self-expression in real time with a powerful platform for social interaction, content aggregation and content distribution. Weibo is an essential tool for social media campaigns […]

“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

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 […]

The CRM market in China is maturing during a time when social media is king

CRM system market in China

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 […]

What is Bilibili? Gen Z’s favorite Chinese video platform

Bilibili the Chinese video platform

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 has covered a […]

Guide to China omni-channel marketing | Finding a path through China’s complex O2O ecosystem

China omni-channel marketing

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 […]