Writing on content, platforms, and the China market
These are the latest 12 posts.
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How Beauty Copy in China Changed Over Time
How beauty copy in China changed as platforms reshaped content distribution.
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From a Brand Perspective: How China’s Beauty Market Got Here
A brand-side look at how China’s beauty market evolved across three stages, why content scaled, and how diminishing returns are reshaping brand communication.
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How Did China’s Beauty Industry Get Here?
How did China’s beauty industry end up where it is today? This article traces the shifts from traditional advertising to KOL-driven content—and what broke along the way.
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How AI Wore Out “Not X, But Y” in Chinese Content
Some sentence patterns in Chinese content now signal “AI-written” the moment they appear. Once credibility is gone, it’s hard to get back.
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One Boundary in Brand Content Creation: When Content Stops Feeling Real
A short reflection on brand content that tries to sound like real users — and often feels off.
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Where Brand Storytelling Really Works in China
An exploration of how brand storytelling functions in the Chinese market, and why its real influence lies less in persuasion and more in shaping trust over time.
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Why China Is a Highly Uncertain Market for International Brands
Why China feels uncertain to global brands — and why early decision-making matters before entering the market.
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Content can be written with AI, but decisions can’t be outsourced
AI can be part of the writing process, but decisions 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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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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