The alarm that goes off in a new Chinese mother’s head when she picks up a tin of infant formula is not the same alarm that goes off for a shopper buying shampoo or sneakers. Few consumer categories carry as much emotional weight, safety anxiety, and family pressure as maternity, baby, and childcare products in […]
China’s advertising industry never sits still, but the question foreign brands ask me has changed. In 2017 it was “should we go digital or stay with TV.” Nobody asks that anymore. The real question in 2026 is which digital channel, out of five or six that all claim to be essential, actually deserves the first […]
Zhihu doesn’t get the same spotlight as Douyin or Xiaohongshu in most China marketing conversations. That’s exactly why foreign brands underuse it. While competitors chase viral views on short video, the buyers who actually sign the purchase order, book the surgery, or approve the six figure B2B contract are often quietly reading a 3,000 word […]
Kuaishou rarely makes the shortlist when foreign F&B brands plan their China social strategy. Douyin gets the budget. Tmall gets the storefront. Kuaishou gets treated as an afterthought, “the other short video app.” That’s a mistake, and an increasingly costly one for food and beverage brands in particular, because Kuaishou’s audience behaves in ways that […]
China's live concert market generated 83.7 billion RMB in 2025. This guide covers WeChat, Douyin, Xiaohongshu, Damai ticketing, and everything a foreign artist or event organizer needs to reach Chinese audiences in 2026.
WeChat was already China’s essential app when this guide was first written. Back then, “optimizing your content for WeChat” mostly meant writing a good article and hoping your subscribers opened it. That world is gone. WeChat now runs on video, mini-programs and a recommendation engine that decides what most people see, whether they follow your […]
Foreign brands ask me all the time how to get into Chinese hospitals and pharmacies. Almost none of them ask who is actually going to move their product from the port to the shelf, get paid for it, and not disappear with the stock. That second question matters more. Distribution is where most pharma launches […]
Douyin has quietly become one of the most important sales channels for fashion brands operating in China, and it works nothing like a traditional social platform. What started as a short-video app for entertainment has evolved into a fully integrated commerce engine, where a user can watch a styling video, tap a product tag, and […]
Learn how Weibo advertising works, what it costs, and how global brands use Weibo ads to reach Chinese consumers and drive engagement.
The WeChat marketing guide for foreign brands in 2026: Service Account, content and CRM, Mini Programs, Channels, paid ads, and KOL campaigns that convert.
If your China presence for a food or beverage brand starts and ends with a WeChat account and a Tmall storefront, you’re skipping the format that suits your product best. Food is one of the only categories that short video seems to have been invented for. A sizzle, a pour, a crunch, the sound of […]
Cleaning products used to be one of the least glamorous categories in retail. You bought whatever bottle was cheapest, and that was that. Not anymore in China. Household cleaning has turned into a real consumer category, with premium lines, scent stories, eco claims, and smart devices. For a foreign brand, that shift is the opportunity. […]
