How did a quirky little elf become one of the most successful designer toys and generate $1.6B in value for China? Let’s break down the marketing blueprint behind Labubu’s meteoric rise. 1. Strategic IP Incubation: From Niche Drawing to Distinct Brand Labubu was first created by artist Kasing Lung in 2010. Originally just a character […]
How to Choose a Chinese Brand Name That Resonates Entering the Chinese market is a bold and exciting step for any international brand. But here’s something many companies underestimate: your brand name in Chinese can make or break your reputation. In China, a brand name isn’t just a label; it’s a narrative. It conveys your […]
News of Peppa Pig’s new baby sister, Evie, has captured hearts globally—but make no mistake, this is more than just a cute plot twist.Evie’s birth is part of a calculated IP Localization Strategy for China, showcasing how Hasbro blends emotional storytelling with cultural insight to strengthen the Peppa Pig brand in Asia’s biggest market. Why […]
In this new series, HI-COM will be taking a look at how certain Chinese companies have found success in foreign markets. To kick off, we will look at SANY, a leading Chinese multinational corporation specializing in heavy machinery and equipment manufacturing. We will analyze its globalization strategy, which has shown how Chinese manufacturing can achieve […]
The global automotive industry’s focus is turning to Shanghai! The 2025 Shanghai International Automobile Industry Exhibition will be held grandly at the National Exhibition and Convention Center (Shanghai) from April 25th to May 2nd, with the theme of “Intelligent Journey, Green World”. It will gather top automakers, pioneers in new energy technologies, and innovators in […]
In today’s digital era—where every second counts and consumers expect instant, personalized answers—artificial intelligence (AI) is redefining the rules of online communication. Indeed, AI and marketing seem to have become increasingly intertwined in recent years. Once at the heart of all human interactions with communities, community managers now share their role with powerful AI tools […]
In China, customer reviews are far from being mere comments left after a purchase. They have become pillars of digital reputation, powerful conversion tools, and sometimes even strategic battlegrounds. In a digital environment where consumers are increasingly skeptical of traditional advertising, the voice of fellow customers plays a central role. A single well-placed review can […]
Influencer marketing in China has undergone a significant transformation in recent years, shifting from collaborations with celebrities to the engagement of micro-influencers, also known as Grassroots KOLs (Key Opinion Leaders). These individuals, while less famous, are playing an increasingly central role in brands’ marketing strategies. This evolution raises an important question: why are these everyday […]
Micro-videos, also known as “snack content,” have experienced a massive surge in popularity in China. These short-format videos, ranging from a few seconds to a couple of minutes, captivate millions of users daily. Their success lies in their ability to grab attention instantly and adapt to the ultra-fast digital consumption habits of Chinese audiences. This […]
Niche brands in China are experiencing rapid growth, largely due to digital marketing strategies perfectly tailored to the expectations of Gen Z and Millennials, who seek unique products and personalized experiences. China is becoming the go-to playground for niche brands specifically targeting the Gen Z and Millennial generations. The Differences Gen Z (Generation Z): Gen […]
