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.

As AI makes content production nearly free, true differentiation has become harder, not easier. This piece breaks down ten practical strategies — from embracing imperfection to building brand universes and ethical content standards — that help brands stand out in an AI-saturated market. Written for international brands shaping their China marketing and Chinese social media strategy, it argues that real scarcity now lies in authenticity, curation, and human connection.

WeChat Video Channel now integrates directly with WeCom, letting brands turn video views into private contacts with a single tap. This piece breaks down how the feature works, which industries currently qualify, the setup process, and the content and follow-up strategy needed to actually convert traffic into customers. A practical read for international brands building their China marketing and Chinese social media strategy in 2026.

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.

Wechat Video Channel sits at the intersection of short video, livestream commerce, and private community — all inside the world's most powerful super-app. For international brands operating in China, it offers something no other platform can: a direct bridge between content discovery and WeChat's deeply established private domain ecosystem. Done right, it's one of the lowest-cost, highest-efficiency paths to sustainable revenue in the Chinese market. This guide breaks down the full operational logic — from account positioning and content structure, to livestream monetization and private domain conversion — so brands can build on Wechat Video Channel  with a clear, repeatable strategy.

Most international brands entering China assume they need to compete on price — slashing margins, chasing big-name livestreamers, and discounting their way to visibility. But a growing number of international brands are proving there's a better path. On Douyin, content-led strategies are generating sales spikes, membership growth, and lasting brand equity — without touching the price architecture. This post breaks down how brands like AG, Mistine, and BYHEALTH cracked the Chinese marketing code on Douyin, what the platform's structure actually rewards, and why international brands are uniquely positioned to win through content rather than discounting.

Rednote has become one of the most powerful platforms in Chinese marketing — but for international brands, knowing where to start can be overwhelming. From understanding how the platform's algorithm actually works in 2026, to creating content that performs, building an audience from scratch, and avoiding the mistakes that quietly kill growth — there's a lot to get right. This guide breaks down the 10 core pillars of a solid Rednote strategy, so international brands can build a presence on Chinese social media that doesn't just look good, but actually converts.

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.

For international businesses looking to unlock the full potential of WeCom — Tencent's enterprise communication platform — completing the official verification process is a non-negotiable first step. From expanding your user limit to displaying a verified badge on business cards, verification opens doors that remain closed to unverified companies. This guide covers everything overseas businesses need to know: what verification includes, which features become available (and which remain restricted), how fees and payment work, how validity periods are calculated, and what happens if your verification lapses. If your business is serious about operating effectively within China's digital ecosystem, this is where to start.