He Chose to Let Go of His Persona
Ziyu didn’t stall or defend himself. Instead, he recognized early on that his persona no longer made sense, chose to let it go, and started telling a different story.
English Posts
In a Crisis, What You Say Matters Less Than Who You Are When You Say It
Crisis communication isn’t just about saying the right thing. It’s about knowing when, to whom, and from what identity you’re speaking.
Crisis Communication in China: Why Saying Nothing Is the Worst Option
Silence is still the default crisis response on many Chinese platforms. But when Chinese celebrity Ziyu broke that pattern, the structure of his reply offered something brands should study: presence, clarity, and timing.
How to Know If Your Content Strategy Really Works in China
This piece offers a simple way to test if your content strategy aligns with China’s platform logic—so you don’t waste effort on the wrong approach.
Evergreen Content in China: Why It Doesn’t Stick—and What to Do Instead
Evergreen content is supposed to bring long-term value. But on Chinese platforms, even the best ideas often disappear in days. Here’s why—and what to publish instead.
Where to Put Keywords in Baidu SEO: Titles, Meta, and URLs
Placing your keywords in the right fields matters as much as finding them. This guide explains how to use them effectively in titles, meta, and URLs for Baidu SEO.