Intro: Why I Started Writing About Marketing Trends in China
In China, marketing used to be all about distribution. But as platforms evolve and users search more independently, content has become a decisive factor.
English Posts
Intro: Why I’m Writing About Public Communication in China
How this series began, why it started with a celebrity crisis case, and how it later expanded into brand communication and expression in China.
Why Not Talking About Success Is a Smarter Move in Crisis Communication
Ziyu didn’t use his comeback moment to celebrate. Instead, he kept apologizing. This article breaks down why delaying celebration is a smarter move in crisis communication.
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.
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.