CIM057: How to Reach Chinese Expats with Influencer Marketing with Charlie Gu, Founder of Kollective Influence

Description: Today I’m chatting with Charlie Gu, Founder of the agency Kollective Influence which helps brands reach Chinese travelers and Chinese young professionals and students living abroad, mainly through working with local Chinese influencers. To learn more about marketing in China, sign up for our newsletter: The China Marketing Update! Notes: How are Chinese consumers […]

CIM056: KOC Marketing 101 - What is it? Why is it Important? And How Can You be Leveraging it?

Today we’re talking all about KOCs or key opinion consumers with my guest, Ray Veras, co-founder of the KOC marketing platform Pingjia Daren (评价达人). This episode will give you an overview of the topic: who are KOCs, how are they different than KOLs, why has KOC marketing become so popular, and what kind of goals […]

CIM055: Behind the Scenes: Interning with Top KOL Becky Li

Description: In last week’s episode I spoke with the COO of Becky’s Fantasy, the company of top Chinese fashion influencer Becky Li. Today we’re going to give you another perspective into Becky’s business. My assistant and frequent co-host Kejie interned at Becky’s Fantasy in 2017 and today she shares what that experience was like. We […]

CIM054: Becky’s Fantasy COO Tristan Cui Shares the Key Drivers of Becky Li’s Success

Description: About two months ago when I was in Guangzhou I had the great honor of visiting the headquarters of Becky’s Fantasy, the company owned and operated by top WeChat fashion influencer Becky Li. While I was there, I got to sit down with Becky’s COO and close friend Tristan Cui and pry into the […]

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 […]

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