April 27, 2018
5 Influencers Share Product Seeding Tactics For Free Marketing

It’s a common practice in the influencer marketing industry to send products to an influencer hoping for free publicity. We call this tactic product seeding. When done right, gifting is a great relationship-building tool and can lead to free marketing for your brand. You’re sending a message that you value the influencer by giving them your […]

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April 27, 2018
China’s Ban on Rap and Hip-Hop: What Brands Need to Know

Last year was the year of the Rooster, but it might as well be known as the year of Rap. Over the summer of 2017, the hit show The Rap of China launched a cultural phenomenon that took the nation by storm. Fashion and beauty influencers embraced streetwear and counterculture style. Niche labels like Supreme and Vetements became household names. Heading into 2018, […]

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April 27, 2018
The Life of a KOL: Running a Mini Influencer Marketing Agency

There is a misperception all over the world that influencers have easy, glamorous lives filled with parties, gifts, and fans. Kids in the US aspire to be YouTubers when they grow up and college-educated Generation Z Chinese want to leave low-paying, entry-level jobs to become live-streamers. Would they feel the same if they knew how much […]

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April 27, 2018
China Ad Agencies Lose Their Edge to Influencer-Led Creative Studios

Influencers starting their own brands was a disruptive trend for brands in 2017. Last year was especially prolific as countless influencers started successful physical product businesses — Becky Li’s new clothing line, for example, or Zhang Mofan’s makeup brand Moamour, or Taobao queens like Zhang Dayi and Lin张林超. In 2018, the emergence of influencer-led creative studios is set to disrupt traditional ad agencies and production companies in […]

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April 27, 2018
New Chinese Social Media Platforms’ Rules Raise KOL Marketing Costs

KOL marketing is hot in China, and it’s only getting hotter. Local consultancy Analysys International projected that the China influencer economy will be worth over $15.5 billion this year. From frequently talked-about Weibo and WeChat KOLs, to those on other smaller Chinese social media platforms such as Meipai, RED, and Douyin, KOLs have become a necessary part of a […]

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April 27, 2018
Can Daigou Accelerate Your China E-commerce Sales?

When it comes to China e-commerce sales, the topic of daigou is controversial. Some brands, especially those in the luxury industry, consider daigou to be a detriment. In other industries, companies have a more positive view. In fact, many companies that are new to China e-commerce sales have begun proactively working with daigou to help […]

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The Psychology of Influence

I'm fascinated by how influence is created, particularly by online content creators. This graph is a pretty good starting point to understand the lifecycle of influence, and how it grows over time. Every brand wants to get past that tipping point where select niche segments love the brand, over to where the masses embrace it. […]

10 predictions for e-commerce in China

Content posted from James Baillie (LinkedIN) Here are my top 10 thoughts on what will happen to e-commerce in China in 2017. 1 . Tmall and JD will continue to dominate - these 2 are not going to be shifted from the top of the tree. Not rocket science I hear you say but what we […]

Year-end: Wechat demographics, KOL businesses

As the year came to a close, we came across lots of round-ups giving us the low down on digital users in China. This one told us more about Wechat demographics, and that most of the 768 MILLION daily users are young and use the platform at least 90 minutes per day. It also told us that […]

December news: Live-streamers, Weibo's comeback, top China KOLs

This week we're talking about top China KOLs, live-streaming (200 new platforms have launched in the past year alone!) and its role in giving Weibo a comeback, and the power of one KOL to boost luxury sales for a French jeweller. Weibo's Comeback Lures Luxury Brands   While WeChat is still a coveted marketing tool, […]

Takeaways from this year's Single's Day

It looks like this year's Single's Day was a huge one, with more than $120B RMB in sales made over the period. Behind this big figure though are some key insights that can clue us in to how e-commerce in China is going to go, which industries are doing best from this promotional period, and […]

Livestreaming goes mainstream

Livestreaming has now gone mainstream in China, and beauty brands are quick to capitalise on the trend. According to a report by L2, two thirds of global beauty brands are now using one of the 32 main livestreaming platforms to promote themselves. Here are the major livestreaming platforms that cosmetics brands are using (note, the […]
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