King Crab Gala Dinner in Shanghai hosted by HI-COM
On 28th August at the Kerry Hotel Pudong, Shanghai, HI-COM hosted the King Crab Gala Dinner.
The Ultimate Guide to Weibo in 2025: Account Registration, Post Publishing, Best Marketing Practices
If you live in China or visit from time to time, you have probably already heard of Sina Weibo. It is one of the biggest tools for digital social networking, interaction and entertainment, and is one of the main players in digital marketing in China. Hosting around 600 million monthly active users, Sina Weibo is celebrating […]
How to Build a Multilingual Content Strategy: A Step-by-Step Guide for Growth Across the Globe
As we head towards the end of 2025, a remarkable 67% of people worldwide are now connected to the internet. Despite this ever-increasing number, many businesses are still yet to tap into the potential of multilingual content marketing. For those new to the term, multilingual content marketing is the strategic process of creating, adapting, and […]
Community Group Buying: A New Marketing Phenomenon in China
Since the pandemic, China’s marketing landscape has witnessed the rapid growth of a powerful new trend: Community Group Buying (社群团购). What started as a way for neighborhood “group leaders” (团长) to offer discounted product bundles to local residents has evolved into a highly effective private marketing channel for brands and businesses. What are the benefits of Community […]
No Alcohol? No Problem! How China’s Premium Restaurants Are Turning Challenges Into Opportunities
With China’s tightening alcohol regulations, mid-to-high-end food and beverage (F&B) venues are facing a serious challenge: a steep decline in liquor sales, traditionally one of the industry’s most profitable revenue streams. But as with many market disruptions, this moment is also ripe with opportunity. Forward-thinking restaurateurs are transforming limitations into innovation, turning the absence of […]
Gaming Goes Global: Why Video Game Translation Is More Than Subtitles
In 2025, the gaming industry is no longer regional—it’s truly global. A title launched in Tokyo on a Monday can dominate Twitch streams in Brazil by Friday. But behind every global success is more than just great gameplay—there’s great translation and localization. Yet many developers still treat translation as an afterthought. Drop the text into […]
How Foreign Brands Can Sell on Taobao in 2025: A Step-by-Step Guide
In 2025, the Chinese e-commerce ecosystem is as massive as it is complex. For many foreign brands, one name keeps coming up again and again: Taobao — Alibaba’s consumer-to-consumer marketplace with hundreds of millions of active users and countless product niches. But here’s the big question: Can foreign brands actually sell on Taobao? The short […]
XCMG’s Overseas Expansion – How they did it:
Introduction In the latest instalment of our ‘Chinese Success Stories in Europe’, we are focusing on XCMG, one of China’s largest and most prominent construction machinery manufacturers. Amid the fiercely competitive global construction machinery market, XCMG has successfully broken through language and cultural barriers in Europe and other overseas markets with its unique strategy of […]
BW2025: How Brands Won Over The Hearts of Gen-Z
Last week, HI-COM’s cross-cultural scouting squad spent three adrenaline-charged days on the 240,000 m² floor of Bilibili World 2025 in Shanghai.If you missed it, here’s an extended walk-through of the moments that made 300,000 Gen-Z pilgrims scream, cry, and smash the “share” button – plus all the brand mechanics. A city built inside a convention […]
What Makes a MIXUE 4 Yuan lemonade Stir Up a Billion-Dollars in Market Value?
What do you get when you mix ultra-affordable pricing, health-conscious messaging, and clever KOL marketing? A Gen Z obsession—and a billion-yuan brand. MIXUE’s 4 Yuan lemonade didn’t just quench thirst; it tapped into youth values, health trends, and emotional resonance. From doctor-backed calorie claims to viral “3-Day Weight Loss” tips and TikTok-style recipes, MIXUE used […]