Personal Branding in China – everything that you should know for do personal branding in China. All the tips, and the mistakes about stars branding, or VIP people
Breaking into the Chinese music market is not easy, and it never really has been. Some musicians build a local following and stop there. Others want the full stage: streaming numbers, a Weibo fanbase, a livehouse tour. Succeeding in your own country is already hard. Succeeding in a market as large, regulated and culturally distinct […]
Every year a handful of foreign influencers ask us the same question: they have followers in Europe, in the US, sometimes millions of them, and they want to know if that translates into anything in China. The honest answer is no, not automatically. Chinese platforms don’t import your reputation from Instagram or YouTube. You start […]
If you are an artist, a football player, a founder or a CEO, personal branding in China is not a nice-to-have. It is often the difference between a deal that closes and a meeting that never happens. In China, people trust people before they trust logos. But here is the mistake most foreign leaders make: […]
Ana is a Slovenian singer. Electronic pop, one album, a small label in Ljubljana. When she came to us she had already been on QQ Music and NetEase Cloud Music for three years through an international distributor. Her numbers for the previous twelve months: about 40,000 streams total across every Chinese platform combined. Roughly 200 […]
Why brands fail in China is the question top management asks once the money is gone. During the whole process, nobody sees the failure coming. It is only after the company has given up that the board asks what went wrong. I have sat in those meetings. The answer is almost never the one people […]
Most foreign celebrities who try to become known in China fail for exactly the same reason. They treat China as one more stop on a media tour. A press junket, a few interviews, a translated Instagram post, an appearance at a Shanghai gala. Then nothing happens, and everyone blames the market. The market is not […]
