The Long Tail Effect: Why Some People and Brands Stay Relevant
The long tail effect shows how people and brands can stay relevant long after the initial buzz — as seen in Ziyu’s rise during Revenged Love.
Marketing in China
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.
Before You Launch: A Content Reality Check for China
This piece offers a practical way to understand how content is surfaced on Chinese platforms—and how to plan with that reality in mind.
What Works in the West Might Not Work in China: Why Marketing Channels Matter More Than Messaging
Messaging alone doesn’t drive visibility in China — platform logic and the right channels make the difference.