Sephora's global CEO has declared "the next China is still China" — and the numbers back it up. This piece breaks down four key pillars behind Sephora's continued growth in the Chinese market: curated local brand selection, immersive in-store experience, private-domain community building, and long-term brand co-creation. Essential reading for international brands looking to build genuine, lasting presence through smart Chinese marketing and retail strategy.

Brand growth in 2026 has shifted from single tactics to an integrated system spanning ten engines — positioning, product, content, AI, organization, user assets, social participation, data, sales, and innovation. This piece breaks down why each engine matters now, how leading global and Chinese brands apply them, and what international brands can take away as they build long-term Chinese marketing strategies in an increasingly AI-driven landscape.

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.

A practical framework for testing Douyin creative and distribution without treating unverified algorithm theories as platform rules.

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.

A practical checklist for verifying feature availability and designing a measurable WeChat Channels-to-WeCom lead journey.

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.