CIM053: A Chinese Millennial’s Thoughts on 11.11

There’s a lot of hype about 11.11 in Western media, but does everyone really love the holiday as much as the reports would have you think? Today we chat with a Chinese millennial Kejie who shares how her feelings on 11.11 have changed over the years, the Alibaba shopping game that her friends keep trying […]

CIM052: What is ‘Private Traffic’ (私域流量) and Why Has it Become a China Marketing Buzzword?

As online traffic is becoming more and more expensive in China, the term ‘private traffic’ (私域流量) has become one of 2019’s content creation buzzwords. The western equivalent of private traffic would be a blog or an email list, which are owned channels, however, in China, people rarely visit websites or use email, so influencers and […]

CIM 051: Easternization & Understanding Young Chinese Consumers with Zak Dychtwald, Author of “Young China”

Today we hear from Zak Dychtwald, author of the book “Young China” and Founder of the think tank Young China Group. In this episode we dive deep, trying to understand young Chinese people and what they are all about. Zak shares some of the defining characteristics of the post 80s, post 90s and post 00s […]

CIM050: Live streaming, KOL Brands, Mini-programs, and AI Algorithms: How Mogu (蘑菇街) is Dominating Chinese Fast-fashion with Raymond Huang, SVP of Strategy at Mogu

Welcome to episode 50 of the China influencer marketing podcast! Today’s guest is Raymond Huang, SVP of Strategy, at the publicly-traded fast-fashion social commerce platform Mogu or, in Chinese, 蘑菇街. If you’re like me and have a general awareness and understanding of Mogu but don’t really know what makes the platform unique, then this episode […]

CIM049: 3 Innovative KOL Marketing Case Studies

In this episode my assistant Kejie and I discuss three recent KOL marketing case studies that we felt were refreshing. Even though I’m obviously all about influencer marketing, I freely admit that when brands, agencies, and KOLs get lazy, collaborations content and formats can become very repetitive, which bores followers and therefore leads to poor […]

CIM048: Taobao Live Streamer Christine Mou Shares E-Commerce Live Streaming Best Practices, Plus Her Thoughts on WeChat Live Streaming and Amazon Live

Christine Mou is an e-commerce live streamer with Shopshops, a company based here in NYC that does cross border e-commerce live streaming both on Taobao and on their own app, selling products from international brands to viewers in China. (If you’re interested in hearing more about Shopshops you can check out episode 28 where I […]

CIM047: Xiaohongshu Causes an Uproar in KOL Community with Restrictive Sponsored Post Rules – Elijah Whaley Gives an Inside Look

Today I bring back Elijah Whaley, Influencer and CMO of influencer marketing PARKLU to talk about the new sponsored post regulations on Xiaohongshu or Red, Little Red Book. When these rules were announced around 2 weeks ago, they caused an uproar in the China KOL community and in this episode we’ll tell you why. Xiaohongshu […]

CIM046: Douyin in 2019 – Fabian Bern Brings You Up to Speed on the Latest Features and Trends

Last spring, I had Fabian Bern on the podcast to give an overview of Douyin, which, at the time, was still an emerging social media platform in China. A lot has changed since then and I wanted to bring Fabian back on the podcast to bring us up to speed on Douyin, share what has […]

CIM045: Why KOLs are Replacing Ad Agencies in China with Travel Vlogger Ariel Chen (Part 2)

This is part 2 of my interview with Ariel Chen, a top travel vlogger. For part 1, check out episode 44! In this episode Ariel continues to share some amazing advice and insights into the influencer industry. We discuss the struggle to create amazing content vs. what actually performs well on the platform, the different […]

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