What Is Rednote? A Beginner’s Guide for Global Brands
Rednote (Xiaohongshu) has become a key platform in China’s consumer journey. This guide explains its role, how it differs from Western apps, and what brands need to know to get started.
Marketing in China
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.
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.