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.
Marketing in China
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.
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.