Rednote has become the primary decision-making platform for Chinese consumers planning outbound travel, with over 130 million monthly users actively searching before they book. This piece breaks down four emotional drivers behind travel decisions, four key traveler segments, and real case studies from Resorts World Sentosa and the Singapore Tourism Board showing how international hotel and travel brands can build precise, emotion-driven strategies that convert search intent into real bookings.

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While the global luxury industry loses customers, Miu Miu has nearly doubled in size, becoming one of fashion's biggest success stories. This piece breaks down how the brand used contradiction-driven aesthetics, a multi-ambassador strategy, and cultural depth to win over Gen Z consumers in China and beyond — and what international brands can learn from its approach to scarcity, identity, and social media-driven growth.

P&G, Google, Sony, and Fox are now producing branded vertical mini-dramas — a format pioneered in China's marketing industry. This piece breaks down why international brands are shifting budget from ads to storytelling, what makes the model so cost-effective, and what it signals for the future of Chinese marketing as a global export. Essential reading for international brands exploring narrative-driven strategies in China and beyond.

This report decodes Rednote's 2026 user behavior and platform dynamics, covering city-tier penetration, core demographics, top content categories (beauty, travel, electronics), content sharing habits, video vs. image trends, and the rise of emotion-driven shopping. Designed for international brands entering or expanding in the Chinese market, it offers practical insight into how Chinese consumers discover and decide what to buy on Chinese social media today.

A mistranslated adidas product description on Rednote turned into a viral meme — and a masterclass in co-created brand storytelling. This case study unpacks how Chinese social media users transform brand mistakes into social currency, why imperfect content often outperforms polished campaigns, and how brands like Adidas and Luckin Coffee successfully joined user-driven humor without losing control of their message. A must-read for international brands shaping their China marketing strategy.

Crocs was once voted one of the worst inventions of all time. Today, it generates over $3.2 billion in annual revenue, commands a cult following among Gen Z globally, and has become one of the most-discussed fashion brands on Chinese social media. The turnaround wasn't driven by making the product more conventional — it was driven by leaning harder into everything that made it strange. This post unpacks the brand strategy behind Crocs' remarkable revival, and distills what international brands can apply to their own Chinese marketing and global positioning.

The era of grand brand narratives is giving way to something far more powerful: small content marketing. In China's fragmented, social-media-driven landscape, the brands winning hearts aren't the ones with the biggest budgets — they're the ones having the most genuine conversations. This article explores what small content marketing actually means, why it has become essential for brands operating in the Chinese market, and how leading examples from both domestic and international companies reveal a clear playbook: go lighter, go realer, go more human. For international brands serious about building lasting presence in China, this shift isn't optional — it's the new foundation.

China is rolling out a sweeping overhaul of its cosmetics import and export regulations on December 1, 2026. The new Decree No. 284 replaces the longstanding Decree No. 143, introducing significant changes to inspection locations, product registration requirements, semi-finished goods imports, and digital compliance verification. For international brands eyeing the Chinese market, these updates bring both opportunity and responsibility — simplified processes reward compliance-ready companies, while stricter enforcement creates real risks for those caught unprepared. This article breaks down the key changes, explains what they mean in practice, and offers actionable steps to help brands navigate China's evolving regulatory landscape with confidence.

China's appetite for gold jewelry is reshaping the strategies of some of the world's most prestigious luxury brands. From Hermès quietly shifting its product mix to over two-thirds gold, to Tiffany cutting back on silver and doubling down on fine jewelry — the shift is unmistakable. But adapting to China's gold obsession isn't just about changing materials. It's about storytelling: Italian goldsmithing heritage, the creative versatility of karat gold, bold material innovation, and culturally resonant symbolism. This post explores how top international jewelry brands are rethinking their approach to Chinese marketing — and what others can learn from it.

Entering China’s digital market requires "cultural translation"—moving beyond surface-level localization. Brands must pivot from selling commodities to offering emotional solutions that address specific Chinese cultural pressures, such as workplace burnout. Success depends on shifting from ad-centric strategies to trust-based, educational content ecosystems on platforms like Xiaohongshu. By framing products as essential lifestyle tools and fostering authentic community engagement, international brands can evolve from foreign vendors into trusted, resonant partners. Ultimately, winning in China depends on bridging the psychological gap between global brand identity and the nuanced reality of the Chinese consumer’s daily needs.

As the China market continues to evolve, international brands must move beyond traditional marketing to thrive. This article explores how Ocean Engine serves as a comprehensive growth ecosystem, integrating content, commerce, and data analytics. We deep-dive into the revolutionary "Exhibition-Broadcast" model, which merges physical events with digital livestreams to achieve scale and accountability. By shifting from intuition-based marketing to a data-driven approach, international brands can effectively navigate the complexities of Chinese social media, foster deep emotional connections with consumers, and ultimately transform "being seen" into lasting "market trust."