Insights
What we know about China's platforms.
Platform updates, strategy breakdowns, and lessons from real campaigns.
Strategy
Camper in China: a social media case study, 43,000 to 187,000 followers
A Mallorcan shoe brand quadrupled its Chinese following in 18 months without running a single discount campaign. The content was about how the shoes are made.
13 min of reading | September 2026
Strategy
Do you need a Chinese entity to run social media in China?
Usually not, at least to start. Three of the four platforms that matter can verify a company registered outside the mainland. Two of them publish the rules plainly. The third routes you through an agent.
19 min of reading | September 2026
Platforms
Xiaohongshu business account setup for foreign companies, step by step
You do not need a Chinese company to open a verified Xiaohongshu business account. You do need the right documents in the right order, and you need to start on a desktop browser rather than the app.
16 min of reading | September 2026
Strategy
China marketing agency pricing: retainer, project or fixed price
There are three models, and this is how agencies in China actually bill you. A retainer buys time, a project fee buys a deliverable, and a fixed price buys a written scope.
17 min of reading | September 2026
Platforms
Seven reasons your Xiaohongshu account stopped growing
Most stalled accounts were never penalized. Something plainer went wrong, and each cause has a test you can run yourself in five minutes.
16 min of reading | September 2026
Platforms
How the Xiaohongshu algorithm works in 2026
The platform's own engineering team has described the machine that decides who sees your note. Most of what circulates in English about the Xiaohongshu algorithm is not from them.
16 min of reading | September 2026
Strategy
Xiaohongshu marketing cost: what brands actually pay in 2026
Six cost lines. Three carry a figure the platform or its marketplace publishes, two come from dated third-party research, and one is the agency fee almost nobody prints.
15 min of reading | September 2026
Strategy
How to start social media marketing in China: the first 90 days, week by week
Accounts can be live in two weeks. The Chinese name takes months to protect, and the first lead usually lands after week eight. Here is the schedule.
15 min of reading | September 2026
Platforms
Xiaohongshu marketing for foreign brands: the complete 2026 guide
Xiaohongshu is where Chinese shoppers check before they buy. A foreign brand can verify an account with its own overseas paperwork. Ads and stores go through an agent.
17 min of reading | September 2026
Strategy
How much does China social media marketing cost in 2026
Five cost lines, four of them public. Verification is cheap, media has a published floor, and the agency fee is the only number you usually can't find.
17 min of reading | September 2026
Strategy
Why your China engagement rate keeps dropping
Engagement fell across China's platforms in 2025. The audience did not leave. WeChat, Douyin, and RedNote changed what counts, and most brand dashboards never updated.
11 min of reading | July 2026
Platforms
How to sell on WeChat: a guide for brands
China's biggest brand ecosystem is WeChat. Official Accounts, Video Accounts, Mini Programs, ads, and WeCom, and how to sell across all five.
11 min of reading | July 2026
Strategy
Douyin marketing for Western brands: the complete guide
Douyin is not TikTok. Account setup, content formats, KOL costs, paid amplification, and Douyin Shop. A practical guide for Western brands.
10 min of reading | July 2026
Strategy
The 80/20 content rule does not work in China. Here is what does.
The old split of 80% value and 20% selling was built for feeds where content and shopping sat apart. On China's platforms they are the same thing. The number to watch is not the ratio. It is whether your content feels real.
9 min of reading | July 2026
Platforms
China's Social Media Platforms: A Guide for Brands in 2026
WeChat, Douyin, RedNote, Weibo, and a dozen more Chinese platforms. A clear, current guide to being present, finding influence, and publishing in China in 2026.
15 min of reading | June 2026
Content
AI content production in China: what brands need to know right now
Over 53% of Chinese advertisers use AI for creative content. Here is how AIGC is reshaping social media production on China's biggest platforms.
5 min of reading | April 2026
Platforms
Douyin social commerce: hard to profit, still the best way in
Most brands lose money on Douyin in year one. But no other platform gives you access to 800 million Chinese consumers this fast.
4 min of reading | April 2026
Platforms
WeCom: what it is, what it does, and why your China strategy needs it
WeCom is Tencent's enterprise communication platform inside the WeChat ecosystem. Learn what it does, how private domain traffic works, and why brands in China need it.
5 min of reading | April 2026
Platforms
WeChat advertising: every ad format and what they actually cost
WeChat advertising runs across Moments, Official Accounts, Channels, Mini Programs, and Search. Here is what each format costs and how to start.
7 min of reading | April 2026
Strategy
Why livestream shopping took over China
Nearly 600 million Chinese consumers buy through livestreams. Here are the five reasons livestream shopping works so well from the shopper's perspective.
6 min of reading | April 2026
Strategy
KOL vs. KOC in China: how to pick the right influencer for your brand
KOLs create awareness. KOCs build trust. How to combine both, what they cost, and how to spot fake followers in China's market.
6 min of reading | April 2026
Strategy
Live commerce in China: why it converts and how it works
Live commerce is China's highest-converting sales channel. Here is how the ecosystem works, what it costs, and why your brand should care.
6 min of reading | April 2026