Top, Middle, and Bottom of Funnel Marketing in China
Marketers love to talk about the funnel: the top where people first hear of you, the middle where they consider you, and the bottom…
Brand China
Marketing in Games and Virtual Worlds to Young China
Young Chinese consumers spend a huge amount of their time in games and virtual worlds, and brands have noticed. From fashion and beauty to…
Celebrity Endorsement for Luxury in China: Power and Danger
Sign a famous Chinese celebrity as your brand ambassador and sales jump overnight. It is the oldest play in luxury marketing in China, and…
WeChat Mini-Programs: The Private Boutique for Luxury Brands
Luxury has a problem with the open marketplace: it is crowded, noisy, and full of discounts, everything that makes a high-end brand feel less…
Why Secoo Died, and What It Teaches Luxury Brands in China
Secoo was once the great hope of luxury e-commerce in China, a platform built to sell high-end brands to Chinese buyers, listed in New…
Douyin Marketing in 2024 – Chinese TikTok for Business
Top Douyin marketing strategies in 2024 from experts to grow your business on the Chinese version of TikTok.
Lego In China: A Case Study For Any Toy Brand
Huge China is a top global toy market Local Lego won by adapting to China Omni stores, Tmall, Douyin and RED together In 2025,…
Yves Saint-Laurent conquers China
The Yves Saint Laurent name has rarely had a better run in China. The brand reaches more shoppers than ever through JD, Tmall and…
What are the Biggest Challenges of B2C Brands in China in 2026?
Crowded local rivals and Guochao raise the bar Costly paid traffic keeps getting pricier Beatable focus and content still win share Bottom line: B2C…
How to Protect Your Brand From Counterfeits in China
Few things worry a foreign brand about China more than counterfeiting, and the fear is not irrational. If your product does well, someone may…
The Plant-Based Food Market in China: The Opportunity and the Lesson
Plant-based food looked, for a while, like one of the surest bets in China. The country has a long cultural history with tofu and…
What Starbucks’ China Story Teaches About Building a Premium Brand
Starbucks walking into a nation of tea drinkers and turning coffee shops into one of its biggest markets is one of the most studied…
The value case
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