Category: Marketing

I find brand films most compelling when they give me a reason to care before asking me to admire a product. Apple’s Nian does exactly that. Released in January 2021 for Chinese New Year, the short pairs filmmaker Lulu Wang’s storytelling with the capabilities of the iPhone 12 Pro Max. The headline Brand Film Pick: […]

I find beauty launches most interesting when they give people a reason to stay beyond the product reveal. Shiseido’s Cloud Product Launch on Bilibili offers a useful example: a digital event that combined skincare information, entertainment, and audience interaction. Instead of treating viewers as passive recipients of advertising, the format created opportunities for participation. The […]

I find luxury campaigns most interesting when they give me something to think about beyond the next purchase. A carefully told story can reveal the patience behind an object, the relationships sustaining a tradition, or the reasons a particular skill matters. That is what makes Brand Film Pick: Loewe Taps China’s Heritage Trend for Lunar […]

When I consider what a Douyin Hong Kong listing could mean for Asian expansion, I look beyond the excitement surrounding a potential stock market debut. The more interesting question is how ownership, funding, and commercial priorities might change afterward. Could additional capital strengthen content commerce, support regional partnerships, or deepen investment in local creators? These […]

I find a product’s second encounter with a customer more revealing than its first. A video might earn attention during an evening scroll, but what happens when that viewer returns with questions? Future Tech China: What Douyin’s Pivot to Search Means for Brands explores that moment: when entertainment creates curiosity and search becomes the next […]

I find seasonal marketing most revealing when familiar traditions meet unfamiliar circumstances. During China’s 2021 Lunar New Year, brands faced exactly that challenge: celebrating reunion while many consumers reconsidered travel and stayed apart from family. An ox illustration or red gift box could attract attention, but meaningful campaigns needed something deeper. Looking back at Three […]

I find an online store more convincing when it explains why a product deserves my money before asking me to buy. A coupon might catch my attention, but clear demonstrations, useful recommendations, and honest reviews help me decide. That is how I approach How to Market an Online Store Without Relying on Discounts: give shoppers […]

I would rather launch with a clear message and a manageable plan than spend heavily on promotion before understanding my customers. When money is limited, every activity needs a purpose: attracting qualified buyers, answering their questions, or helping them purchase. My approach to How to Build a Product Launch Marketing Plan With a Small Budget […]

I find seasonal marketing easier to manage when preparation dates sit beside promotional dates. A holiday reminder alone cannot tell me when to order inventory, photograph products, or prepare an email campaign. Those earlier deadlines determine whether a promotion feels organized or rushed. When planning how to create a seasonal marketing calendar for an online […]

A referral offer can look successful while quietly reducing what a business earns. I would rather bring in fewer profitable customers than celebrate discounted orders that barely cover fulfillment. That is why I start with the numbers before choosing an incentive. Learning how to run customer referral campaigns without hurting profit margins means balancing customer […]