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 […]
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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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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 […]
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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 […]
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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 […]
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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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CIM044:Content and Growth-Hacking Tips from Top Travel Vlogger Ariel Chen (Part 1)

Chinese vloggers understand the benefit of having a team: Started out with an assistant in China who helped with basic admin tasks and communicating with brands and platforms For content to perform well, every platform needs different thumbnails, titles, descriptions; it takes a lot of time and effort to upload so she freed up a […]
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CIM043: Understanding One of 2019’s Biggest Consumer and Content Trends: Xiachen

In this episode we discuss the concept of xiachen. Xiachen literally means to sink or submerge, and is now a popular term meaning sinking or moving down into lower tier markets. Xiachen content, apps, influencers, and products appeal to everyday, ordinary Chinese people. People in these lower tier cities can’t relate to the sophisticated content […]
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CIM042: Running a Popular WeChat Account in 2019: What Works and What Doesn’t with Hailey of Sugarandspice

In this episode I spoke with Hailey, one of the co-founders of the fashion and lifestyle WeChat Official Account Sugarandspice. If you’ve read my book, Digital China: Working with Bloggers, Influencers, and KOLs, then you may be familiar with her name as we used the SugarandSpice mini-program shop as a case study in the book. […]
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