The China Influencer Marketing Podcast

In his only podcast appearance of the year, Alex Duncan, co-founder and product lead at KAWO joins us in the China Influencer Marketing Podcast studio for an insightful discussion on the marketing scene in China, and how businesses adapt in this massive and rapidly evolving market. Today's episode is truly a delight to listen to. Rather than just another interview, this episode is a thorough, two-way discussion of experiences gained from two different perspectives of the China market. There is discussion on building trust and brand value through content and by leveraging influencers. Alex also presents his views and examples of how promising, sustainable business models are sometimes derailed or destroyed by venture capitalists, exuberance and trends. His reasoning is that as a result of an over-eagerness to seek a quick, immediate profit, long term strategies, opportunities and innovations are sometimes overlooked in favour of seizing a short-term gain. What are your views and experiences? What can businesses do to ensure that they not only remain profitable, but also remain competitive and, most importantly, innovative? Get ready, get set, and tune in to this exclusive episode.

From Omaha to Shanghai, Elijah Whaley has experienced working in different industries, different cultures and different types of companies, with different types of people. Bundled with all of that experience comes a ton of knowledge and expertise about not just the business and economics sides of the world, but also plenty of insights on the social and behavioural sides of human nature. Tonight for our second instalment in the Evenings with Eli series, Eli brings us a little further along his back story of how he got started from his first job at a startup, to launching his own venture and finally working at PARKLU. In this episode, we learn from a first-hand account of startup culture and operation dynamics in China, which has long been the fastest developing economy in the world.   Of course, competing in a fast-paced environment also means a faster path to decline for any enterprise unfortunate to find itself starting on that path - which is exactly what had happened in Eli's experience. In addition to industry talk, Eli, a seasoned practitioner of mindfulness and meditation and dedicated scholar of the human soul, discusses some of his perspectives on social interactions and how one word uttered today can make massive changes tomorrow. Join us for this particularly meaningful and knowledge-filled episode of the China Influencer Marketing Podcast.

How does a new company on its first legs grow and prosper in China? The answer is not as straightforward as one may expect, especially because the market, culture and society in China are more complex than those in the West. Jenny Chen joins us today to share her experiences doing just that with WalkTheChat, a leading WeChat marketing agency and thought leadership resource in China that she co-founded in 2013. In this episode, Jenny discusses workflow strategies, project inspirations, brand entry strategies and more. Specifically, she goes into detail on her expertise, sharing ways in which a foreign brand can leverage WeChat, WeChat Channels and other social media services to harness private traffic in order to develop a greater online presence as a foundation for increasing brand awareness in China. The conversation also examines the future of WeChat and WeChat's role in the market, particularly as other, newer apps and ecosystems are cropping up rapidly, thanks to China's massive internet growth. As WeChat sharpens its focus on the largest accounts, how will this affect influencers? How will this affect brands? How will organic traffic be impacted? Find the answers to these questions and more in Episode 76 of the China Influencer Marketing Podcast.

China is increasingly the place where business happens. In particular, business are seeking to expand in China in a post-Covid world. Not only was China the only country to record a positive year-on-year GDP growth in 2020, but also, with the announcement of a 6% growth target at the 2021 National People's Congress, China will continue to lead the world in recovering from the impact of the coronavirus pandemic. So what does this mean for businesses that want to take part in this economic revival? Lina Bartuseviciute stops by the studio today to teach us a lesson about what it takes to adapt a brand to the demands of the China market in order to survive. As she puts it, consumers in China have some of the highest standards when it comes to foreign-made products, and government regulators are particularly strict when it comes to evaluating foreign brands. Furthermore, business culture is completely different than what industry players may be familiar with in the West. In China, one mistake could be all it takes to turn an enterprise on its head and on its way out of the country. With all the experience she has acquired through years of tactically helping brands survive and grow in the market of China, Lina brings us invaluable information and examples of what to do and what not to do as a brand that wants to succeed in China. Don't miss out on this information-packed treasure trove.

Branding has been a significant part of marketing for ages. It is a field that continues to find new ways to attract public attention and influence consumer behaviour. This sector of the industry has seen some of its most rapid development in China, where influencers and key opinion customers have blossomed into fully-fledged branding agents that are fully integrated into many facets of marketing in the country. But what does the future have in store for branding? Joining us in the studio today is Alpher Xian, creative consultant at Google, who coordinates YouTube advertising campaigns with businesses in China. With a rich background in branding, Alpher brings his insights into how the industry has been changing, and presents some of the questions he has about the future of branding. Today's episode is a thought provoker indeed. What role might AI play in sharpening the accuracy of advertising? What is the extent of AI's potential in predicting consumer desires and facilitating purchases as soon as those desires hit? Can a brand build a solid brand image without executing branding campaigns? Find the answers to these questions and more in today's episode of the China Influencer Marketing Podcast, brought to you by PARKLU.

If you're a veteran follower of the CIM podcast, or if you've just discovered this bi-weekly treasure trove of industry insights (hint, subscribe!), chances are that you're all too familiar with the term KOL. But what about the mysterious Key Opinion Customers who, if used correctly, may have just a significant an impact on a brand as KOLs? Joining us in the studio today is Ray Veras, founder and CEO of PJdaren. PJdaren aims to help some of the world's largest brands engage key opinion customers, or KOCs, in China through proactive product seeding solutions. Over the years, PJdaren has constructed a massive KOC community with a proprietary platform that facilitates authentic content and conversations in the places that matter most and at scale. In this episode, Ray talks about his journey building his KOC network from scratch. He provides a rarely-seen perspective of how customers can be "weaponised" into brand ambassadors, a phenomenon that is most present in China. With the proper tactics, brands can cultivate certain customers into KOCs. Let's find out how.

Key Opinion Leaders. KOLs. Influencers. If you're listening to the CIM Podcast (or even better, if you're a subscriber to this podcast, hint-hint), chances are you are all too familiar with what these terms define. But who are KOLs, and how did they become the KOLs that they are today? Today, we bring you the first episode in our brand new series Evenings with Elijah featuring host Elijah Whaley as he goes solo to talk in depth about his experiences and insights in the world of influencers. To start the Evenings with Elijah series, Elijah tells the story of his journey co-founding nationally recognised KOL Melilim Fu, who has become a top-tier cosmetics and fashion KOL since entering the industry in 2015. From the initial hardships to the ups and downs in between, Elijah tells it all, as well as his thoughts and lessons learned along the way. As CMO of PARKLU, Elijah is at the frontlines of KOL marketing and brand collaboration in China. Combined with his experience building a KOL, this is an episode and series that you won't want to miss.

Saying that 2020 has turned much of the world on its head is a massive understatement, especially when we're talking about the world of e-commerce, digital marketing, live-streaming and influencers. Today we'll be taking a look at some of the transformations and new trends that have emerged in 2020 and how these new developments have impacted consumer behaviour and the marketing industry in China, through the insightful lens of Michael Norris, strategy manager at AgencyChina. We'll also get a glimpse through Michael's crystal ball at how these developments will continue to shape the consumer market in China, and how brands are attempting to restructure their outreach strategies to accommodate these transformations and ultimately capture their share of the market. Having worked in China for more than three years, Michael has been conducting market research and product portfolio management for numerous high-profile multi-national clients, bringing with him an in-depth understanding of technological trends and consumer behaviour in China.

Today's episode features an in-depth conversation on China's revolutionary influencer industry with William August, founder and creative director of Outlandish Studios, a video production and marketing company that specialises in establishing a brand's presence on social media and video streaming platforms. As creative director of Outlandish Studios, the #1 foreigner MCN on Weibo in 2019, August is a social media-and-Youtube influencer based in China and one of the top-rated foreigner KOLs on Bilibili for 4 consecutive months in 2018. A seasoned industry veteran, August has been working as an influencer for years and has seen it all. This exclusive interview brings you a behind-the-scenes view of the realities of the KOL life from August's first-hand experiences.

The inaugural episode of the China Influencer Marketing Podcast by PARKLU is brought to you by host Elijah Whaley. This special episode features Kim Leitzes, founder and CEO of PARKLU, who joins us to provide some invaluable insights of the challenges and lessons learned through her years-long journey of building her company in China from its beginnings as what she called a "scrappy startup", to the premiere influencer marketing platform in China, and currently, to its acquisition by LaunchMetrics.

Today's episode features Chloé Reuter, founding partner of Gusto Luxe, to share findings from its new report on the state of China’s luxury market along with some of her personal observations about Shanghai’s luxury community. Some of the ideas discussed include: “Revenge spending” — a concept born from pent-up demand for luxury products during the pandemic. How are luxury consumers spending their money? An increasingly popular idea in China that health is the new wealth. Why COVID-19 has made sustainability a greater concern among high-net-worth individuals. The hottest domestic travel destinations for luxury consumers. Christian Dior’s take on the ecommerce livestreaming trend.   Guest: Chloé Reuter LinkedIn | Email: chloe.reuter@gusto-luxe.com  Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update. This podcast was edited and produced by Jason MacRonald.

Pinduoduo is one of China’s largest ecommerce platforms and an industry leader that helped popularize the concept of social commerce in China. Yet while it initially became famous for its wildly popular group-buying feature, Pinduoduo has since evolved into much more than just a group-buying platform.   In this episode, Ada Yang, head of social community at Pinduoduo, gives us an overview of the platform, and then shares several of its features and initiatives you may not have heard of, such as: A virtual farming game, where users can earn real fruit sent to their home for free. Pinduoduo’s livestreaming service and how the company is iterating on its newfound popularity during the pandemic. A “New Brand Initiative” that leverages user data to help factories that have been hit hard by COVID-19 and the negative geopolitical situation to create entirely new brands aimed at the domestic market, guiding them through product development, branding, and marketing. Guest: Ada Yang LinkedIn | Twitter | Medium | The China Ecommerce Podcast Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! This podcast was edited and produced by Jason MacRonald.

In this episode, Demi Ping, sector head for retail and ecommerce at the China-Britain Business Council (CBBC), shares how it helps British brands of all sizes and industries succeed in China and some of the key marketing tactics that CBBC has been leveraging this year to help brands stay afloat through COVID-19. While Demi and CBBC obviously focus on British brands, her insights are highly relevant for any foreign brands looking to tap into the market in China.   Guest: Demi Ping LinkedIn | Email: demi.ping@cbbc.org.cn Host: Lauren Hallanan Website | LinkedIn | YouTube | WeChat: H1212118514 ­To learn more about marketing in China, sign up for Lauren’s newsletter. This podcast was edited and produced by Jason MacRonald.

Welcome back to the second episode of The Pulse, where Lauren shares a collection of noteworthy China marketing campaigns and content trends. Topics covered in this episode include: A trending domestic travel destination in Ningxia nicknamed “China’s Route 66” and “China’s Morocco.” The massive growing demand for edible bird nests and the two brands that ranked first and second in Taobao’s pharmaceuticals category during this year’s 618 shopping festival. Lauren’s tips for how brands can leverage the popular reality show Sisters Who Make Waves. Some examples of brands besides Perfect Dairy that are using private traffic. For video versions of the podcast, check out Lauren’s YouTube channel or visit her website if you’d like more information. Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.  ­To learn more about marketing in China, sign up for Lauren’s newsletter: China Marketing Insights. This podcast was edited and produced by Jason MacRonald.

Although Chinese consumers are known for their love of online shopping, offline events remain an important part of brands’ marketing mix, allowing consumers to immerse themselves in the brand and experience it with all of their senses. What’s more, attending the latest pop-ups and exhibitions is a major form of social proof for China’s young consumers. Despite the importance of offline events, they are not something that the podcast has discussed in depth. Today's guest is Ryan Whelan, the founder of event marketing agency Pennyfields, to share his top tips for executing offline events in China. The episode covers a wide range of topics, including: Costs Production quality Timelines Restrictions and regulations Common issues when dealing with VIP guests Working with Chinese press, WeMedia, and KOLs  And more! Guest: Ryan Whelan Website | LinkedIn Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update. This podcast was edited and produced by Jason MacRonald.

Private traffic (sīyù liúliàng 私域流量) was one of the biggest China marketing trends of 2019. It has become even more popular in 2020 as an increasing number of brands and livestreamers have begun implementing this tactic. While the term is thrown around a lot, many listeners may still not have heard of it. Tune in for answers to the following questions, and more: • What exactly is private traffic?  • Isn't it just private WeChat groups? • Why has this tactic become so popular? • Is it a tactic my brand should be using? • How does private traffic actually work and is it scalable? • How can we track the ROI?  • Are there any case studies for my industry? If you or your brand are facing questions such as these, you're in luck! Today’s episode is the audio from a Private Traffic 101 webinar that Lauren co-hosted with recent podcast guest Doris Ke. You should be able to understand the content without visuals, but if you’d like to check out the presentations, you can watch the webinar replay here. Host: Lauren Hallanan Website: | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update. This podcast was edited and produced by Jason MacRonald.

In this episode, Michael Norris, research and strategy manager at AgencyChina, joins Lauren to discuss the growing intersection of luxury and gaming. Their topics include collaborations with virtual influencers, luxury brands creating their own games or gamifying the shopping experience, and brands creating product lines influenced by characters from popular online games.  This trend is not only in China — it is a global phenomenon — so Michael and Lauren also discuss the origins of the trend, how it manifests itself in the West as compared with in China, and how it might develop in the future. To help illustrate the trend, they have shared several case studies, which we have provided links to below.  Lauren’s new article: The greatest threat to global cosmetics’ China success: An interview with D2C unicorn Perfect Diary  Resources: Global phenomenon LV: Lightning - a virtual heroine Even better than the real thing? Meet the virtual influencers taking over your feeds You can try on the latest Adidas sneaker drop on Snapchat From Animal Crossing to esports: How fashion met gaming Animal Crossing   China angle Dissecting the 10 best luxury WeChat campaigns Luxury brands Hermès, Guerlain and Dior use mobile games to attract Chinese millennials Beauty games: M.A.C. lipstick collaboration with Tencent mobile game sells out in 24 hours (not specifically luxury, but relevant) Why luxury brands are betting on Bilibili Alibaba uses lockdown to promote its virtual avatar game Can virtual influencers and avatars change the face of Chinese ecommerce? What could be the next trend for livestreaming?   Guest: Michael Norris LinkedIn | Twitter Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update. This podcast was edited and produced by Jason MacRonald.

On June 8, Yatsen E-commerce, the parent company of Chinese cosmetics unicorn Perfect Diary, held a press event in Guangzhou to launch its newest brand, Abby’s Choice (完子心选wánzǐ xīnxuǎn) — and the China Marketing Podcast attended! In today’s episode, hear Lauren's assistant, Kejie, share what she learned at the event and her experience visiting the new Abby’s Choice offline store. Perfect Diary has become a leader in China’s cosmetics industry in only three years and its innovative marketing strategies are often used as case studies. It will be interesting to see if Abby’s Choice can replicate Perfect Diary’s success. In addition, while Kejie was in Guangzhou, she visited the offline stores of two other Chinese brands, tea company Nayuki Tea (奈雪的茶 nàixuě de chá) and multi-brand beauty retailer The Colorist (调色师 tiáosè shī). She also shares in this episode her impressions of the stores and her key takeaways about the brands. Kejie is currently working on several videos of her visits to the stores, so if you’re interested in checking those out, subscribe to Lauren’s YouTube channel. Mentioned in the episode: Perfect Diary’s virtual influencer gets her own mini program store, product line The Colorist – images of the store Nayuki recent 520 art cup collection Upcoming Event: Private Traffic 101: Breaking Down China’s Hottest Marketing Trend Private traffic was one of the biggest China marketing terms of 2019, and it has only become hotter in 2020 as an increasing number of brands have begun implementing this tactic. But what exactly is private traffic, and is it a tactic you should be using? Sign up here to join Lauren for a live webinar on June 23.  Host: Lauren Hallanan Website: | LinkedIn | WeChat: H1212118514 To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. Like the podcasts at SupChina? Help us out by taking this brief survey. This podcast was edited and produced by Jason MacRonald.

This week, Lauren is introducing a new monthly series called The Pulse, where she will share her recent observations on the China marketing industry. Content will include the analysis of new social media platform features and trending topics, as well as the identification of WeChat Official Accounts or influencers that Lauren thinks are worth following, interesting online campaigns, and up-and-coming brands. Topics covered in this episode: Xiǎohóngshū 小红书 product sample giveaway function Ecommerce livestreaming features you may not know about Perfect Diary virtual pet loyalty point game Chinese beauty brand Little Ondine (小奥汀 xiǎo aòtīng) Xiaohongshu vlogs encouraging users to visit museums and offline exhibitions Popular search terms on Xiaohongshu Táobàngdān 淘榜单, a useful WeChat Official Account Some things to consider before working with a livestreaming KOL   If you would like more details and visuals on the topics Lauren discusses in the episode, check out her YouTube page or follow her on LinkedIn to see related videos. Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! Like the podcasts at SupChina? Help us out by taking this brief survey.  This podcast was edited and produced by Jason MacRonald.

Over the past couple of years, Chinese brands have been experiencing massive growth. Newly founded direct-to-consumer brands are booming, while the more established Chinese brands have rebranded and revitalized themselves to attract a younger audience. So, where does this growth come from? Top-earning brands have proven themselves to be savvy marketers, quickly adopting the newest social platforms and promotional tactics, and developing products, branding, and messaging that show a deep understanding of their target audience’s preferences and tastes. In this episode, Lauren and Chinese marketing expert Doris Ke give us an overview of the marketing industry and key drivers of growth. Doris also shares some of her favorite domestic brands that she is watching right now. Doris is the founder and CEO of Digipont, a well-known B2B marketing thought leader in China with a popular WeChat Official Account. If you subscribe to Lauren’s newsletter, then you have definitely read her articles before! Brands mentioned in the episode: Perfect Diary (wánměi rìjì 完美日记)  Genki Forest (yuánqì sēnlín 元气森林)  WonderLab Upcoming webinar: What can we learn from China livestreaming ecommerce? This webinar is perfect for the product developer who is looking to get a better understanding of Chinese ecommerce livestreaming platforms. From the seamless user experience to the loyalty, gamification, and social sharing features, the UX of QVC and Home Shopping Network pales in comparison with China’s ecommerce livestreaming platforms. Lauren will also share her predictions for ecommerce livestreaming’s future in the West. Register here. Guest: Doris Ke, Founder & CEO of Digipont LinkedIn | Email | Website  Host: Lauren Hallanan Website: | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update. This podcast was edited and produced by Jason MacRonald.