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.
Marketing in China
This section explores how content strategy connects with evolving marketing practices in China.
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.
Why Funnel Thinking Doesn’t Work in China
China’s user paths jump across platforms. This post shows why funnels don’t work — and how brands should rethink strategy.
Why Ads Struggle to Win Trust in China
In China, advertising is often seen as intrusive. Consumers resist it, but brands still rely on it for exposure. This article explains the dilemma and why content matters in balancing ads.
The Long Tail in China: How Some Brands Stay Visible While Others Fade
This piece explores the long tail effect in China—why some brands and celebrities stay visible while others fade, and what it means for marketing strategy.
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.