China

One Great Collab Beats a Year of Ads in China

By Marcus Zhan, China market strategist at GMA. When Luckin Coffee and Duolingo staged a...

Discover, Compare, Buy, All in One Afternoon: China’s Omnichannel Reality

By Marcus Zhan, China market strategist at GMA. Here is how a Chinese consumer buys...

Stop Overpaying Mega-KOLs. KOCs Are Where China Trust Lives

By Marcus Zhan, China market strategist at GMA. Every year, foreign brands blow their China...

In China, Features Don’t Sell. Emotion Does

By Marcus Zhan, China market strategist at GMA. Here is something most foreign brands refuse...

Guochao Is Not a Dragon on Your Logo. Stop Being Lazy

By Marcus Zhan, China market strategist at GMA. Every few months a foreign brand slaps...

On Douyin, Nobody Searches for You. They Discover You, or They Don’t

By Marcus Zhan, China market strategist at GMA. Douyin is not a place where people...

Renting Attention Is Dumb. Own It on WeChat

By Marcus Zhan, China market strategist at GMA. Every yuan you spend chasing attention on...

Short Video Warms Them Up, Livestream Closes the Deal. Do Both or Lose

By Marcus Zhan, China market strategist at GMA. There is a model that runs almost...

Sell Lipstick in China: E-commerce First

By Marcus Zhan, China market strategist at GMA. One lipstick shade can sell 100,000 units...

Xiaohongshu Is a Search Engine Now, and Most Brands Still Don’t Get It

By Marcus Zhan, China market strategist at GMA. Stop treating Xiaohongshu, RED, like a place...