Long perceived as an imported curiosity, Halloween is now establishing itself in China as a genuine cultural and commercial event, particularly in large cities and among Gen Z and Millennials. Some brands have found the recipe for turning this Western holiday into marketing gold by creating memorable and shareable experiences. On the Chinese side, Luckin […]
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 […]
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 […]
In a world where digital influence now plays such a pivotal role, Hi-COM, expert in translation, interpreting and digital marketing, has once again demonstrated its know-how by collaborating with luxury real estate brand Binghatti. At the prestigious Luxury Property Show (LPS) in Shanghai, the company implemented a bold strategy, integrating five of China’s most prominent […]
China, with its many traditional festivals and rich cultural heritage, represents a major opportunity for brands, but also a real challenge. To take advantage of these key moments in the calendar, it’s essential to understand the specifics of the celebrations, their symbolism and their evolution in an increasingly digitalized world. Here are 7 must-see festivals […]
When venturing into distinct markets like China and Europe, it is important to understand the cultural, technological, and regulatory aspects to maximize the impact of your marketing campaigns. This article explores in detail the major differences and offers practical advice to adapt to each region. Marketing differences in the various digital ecosystems China and Europe […]
As we approach the end of 2024, China remains as one of the world’s top hotspots for livestreaming. This format, which blends entertainment with the sale of products and services, has become part and parcel of the shopping experience of Chinese consumers, who are particularly fond of interactive content and immersive shopping. But how can […]
Founded in 2017, Perfect Diary is now one of the most popular cosmetics brands in China, which led us to ask, How did Perfect Diary manage to conquer the Chinese market? Through a well-thought-out mobile-first strategy and some smart use of social commerce platforms such as Xiaohongshu, Douyin, and WeChat, Perfect Diary has quickly risen […]
In the bustling landscape of Chinese social media and e-commerce platforms, Xiaohongshu is emerging as an unmissable opportunity for international brands. This article is a guide to help international brands succeed on Xiaohongshu. From understanding users to SEO optimization to developing powerful storytelling, we explore the crucial steps to thrive on this dynamic platform. Welcome […]
