Explore insights on China’s digital content strategy
localization, content platforms, SEO, and more.
These are the latest 12 posts.
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Rednote Changed the Content Rules Again — How Should We See It?
Rednote’s new content rules mark a shift from exposure-driven growth to a trust-based ecosystem — changing how brands should plan their content.
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Intro: Why I Chose Content Strategy
My work has moved across data analysis, design, advertising, and SEO — experiences that led me to content strategy. This piece explains why I chose this path and how it fits the realities of marketing in China.
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Why Brands Still Need a Content Strategist When They Already Have a Brand Strategist？
Many brands assume a brand strategist covers everything. This piece explains why content strategy matters — and how it keeps brand voices coherent.
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Is It Still Worth Entering the Chinese Market?
China remains full of potential, but its entry logic has shifted. This piece looks at how global brands can adapt to new realities and platform dynamics.
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In China, You Won’t Find a “One-Person Marketing Team”
In China, a “one-person marketing team” won’t work. Platforms and user paths are too fragmented—strategy and execution must be split.
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Why Funnel Thinking Doesn’t Work in China
China’s user paths jump across platforms. This post shows why funnels don’t work — and how brands should rethink strategy.
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Why Rednote Brand Accounts Struggle to Grow
Rednote brand accounts often struggle to grow. Learn why billboard-style content holds them back and what works better.
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Why Ads Struggle to Win Trust in China
In China, advertising is often seen as intrusive. Consumers resist it, but brands still rely on it for exposure. This article explains the dilemma and why content matters in balancing ads.
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How to Balance Paid Ads and Organic Content on Rednote
On Rednote, ads drive visibility while organic posts create lasting trust. The real challenge is balancing both at different stages.
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What Is Rednote? A Beginner’s Guide for Global Brands
Rednote (Xiaohongshu) has become a key platform in China’s consumer journey. This guide explains its role, how it differs from Western apps, and what brands need to know to get started.
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Post-Crisis High Exposure: How It Shapes Public Opinion and Commercial Value
After a crisis, Ziyu stayed highly visible instead of retreating. What this means for reputation and brand value.
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Is Baidu SEO Still Worth It? Its Value Has Shifted from Traffic to Credibility
Baidu SEO is no longer about traffic—it’s about credibility and visibility, especially for high-stakes industries in China.
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