Writing on content, platforms, and market judgment in China
These are the latest 12 posts.
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Why China Is a Highly Uncertain Market for International Brands
Why China feels uncertain to global brands — and why early judgment matters before entering the market.
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Content Can Be Written with AI, but Judgment Can’t Be Outsourced
AI can be part of the writing process, but judgment can’t be outsourced. This article explains how I use AI in content creation—and where I draw the line.
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Why Strategy Often Gets Squeezed Out of Execution
Why strategy often disappears during execution—and how this plays out faster in China’s marketing environment.
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Creative Advertising Still Has a Market in China — Heinz Just Proved It
Heinz’s latest campaign shows one thing: when most brands choose control, the work with a bit of creative looseness gets noticed.
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China Localization: The First Judgment Global Brands Need to Make
In China localization, execution is rarely the real issue. Judgment is. Language, communication, and cultural interpretation can quietly shift a brand’s original intent.
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In China, What You Do Is What You Say — Especially When Localizing
Sam’s Club and Starbucks are making big localization moves in China — and people read these shifts as signals, not internal changes. This piece explains why.
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Why Luxury Brands in China Need a New Way to Speak
Luxury in China once spoke through distance — elegant but unreadable. Today, being understood is the new sophistication.
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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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