Articles
Here you’ll find a collection of articles I’ve written for the Chinese influencer marketing platform PARKLU, for China luxury news site Jing Daily and their China tourism site Jing Travel, my personal live streaming-focused site chinalivestream.com, and other publications.
I have broken the articles down based on topic:
China Influencer Marketing:
- An “Always-On” KOL Marketing Strategy Beats Out One-Off Campaigns
- 3 Most Important Resources for KOL Marketing in China in 2018
- Douyin Marketing 101: Beware of Fake Influencers & Bot Traffic
- What is Retailtainment & Why has Amazon fallen behind China?
- Why Build Long-term Relationships with Influencers?
- 6 Influencer Marketing Fails and How to Avoid Them
- Tactics China Wang Hong Use to Connect with Fans
- Can Daigou Accelerate Your China E-commerce Sales?
- New Chinese Social Media Platforms’ Rules Raise KOL Marketing Costs
- China Ad Agencies Lose Their Edge to Influencer-Led Creative Studios
- The Life of a KOL: Running a Mini Influencer Marketing Agency
- China’s Ban on Rap and Hip-Hop: What Brands Need to Know
- 5 Influencers Share Product Seeding Tactics For Free Marketing
- Fatal Influencer Marketing Problems Start at the Campaign Brief
- KOL Marketing for Chinese Parents, Adults, and Seniors
- Wechat Mini-Programs Revolutionize KOL Sales Campaigns
- How 7 Electronics Brands Use Influencer Marketing in China
- Big Brands Use Douyin to Reach China’s Gen Z Consumers
- Top 8 China Influencer Marketing Campaigns of 2017
- 5 Types of Influencers for Marketing to Millennial Chinese Moms
- Daigou: Real Influencers of China Cross-border E-commerce
- China Influencer Brands Crush 11.11 Singles Day Sales
- Weibo and WeChat KOL Marketing Costs
- How to Use New Retail O2O Marketing with China Influencers
- Ruhan: Blogger Incubators Disrupt China’s Ecommerce Industry
- Why Do Chinese Bloggers Dwarf Western Bloggers For Sales?
- Total Guide to KOL Media Posts & Paid Weibo Advertising
- China Social Media Influencers Only Need 1,000 True Fans
- China Video KOLs Favor Authenticity Over Production Quality
- Meipai Video Ecommerce Tags: Big Deal for KOL Marketing
- Weibo Stories: The Good, Bad and the Ugly Features
Chinese Social Media:
- Y Closet’s Jiang Chacha Campaign is a Case Study in WeChat Marketing
- Just How Worrying Is China’s Massive Content Spring Clean?
- Meipai Shut Down Drives Influencers to Douyin in Droves
- Is Douyin the Right Social Video Platform for Luxury Brands?
- The 6 Major Disruptions to Chinese Digital Marketing in 2017
- 5 Chinese Social Apps Marketers Should Use in 2018
- Weibo is NOT China’s Twitter!
Chinese Digital Agencies & Event Marketing:
- Are Your Influencer Agency’s Corrupt Practices Costing You?
- The 3 Problems Ruining Brand-Agency Relationships in China
- Brands Are Chewing Through Digital Agencies in China
- Edelman’s Ryan Whelan on Getting Events Right in China
- Holding Large Events in China: Lessons for Brands from the Victoria’s Secret Shanghai Fashion Show
Live Streaming in China:
- Confessions of a China Live Streamer
- 3 Must-Use China Live Streaming KOL Campaign Tactics
- How to Use Live Streaming to Sell on China Ecommerce
- Why a live streamer with a large audience is not necessarily an effective influencer
- What a Week: WeChat Crackdowns Plus Temporary Bans and New Rules on Weibo
- The Pivot from Live Streamer to Travel Influencer: Why and How I am Making this Big Change
- Am I Crazy? Why I Gave Momo Permission to Shut Down my 300,000 Follower Live Streaming Account
- Pivoting Strategies and Preparing For my Move Back to the U.S.: February Growth, Insights and Income Report
- 7 Must-Read Articles About the Live-Streaming Industry in China
- Exciting New Developments: January Growth, Insights and Income Report
- CENSORED: Why I wasn’t allowed to live stream for 3 days and how I plan to protect myself in the future
- Audience Attracted by New Content: December Growth, Insights and Income Report
- Frustrating Yet Full of Potential – Thoughts After Two Weeks of Live Streaming in the U.S.
- Don’t Put All Your Eggs in One Basket: November Growth, Insights and Income Report
- Successful Live Video Case Studies Part 2: Product Launches and Direct Sales
- My Live Stream Content + Most Commonly Asked Questions from my Audience
- Earnings Down, Viewer Numbers Up: October Growth, Insights and Income Report
- Four Main Types of Chinese Live Streamers
- 130,000 New Followers in Two Months: August and September Growth, Insights and Income Report
- Successful Live Video Case Studies Part 1: Brands and Celebrities
- 5 Chinese Live Streaming Apps That You Should Know About
- 30,000 New Followers in 3 weeks – I’m officially addicted to live streaming
- Live Stream Has Gone Mainstream
China Luxury Industry:
- 5 Ways U.S. Luxury Brands Have Won in China
- The Luxury Conversation Briefing in New York
- Will Wealthy Shoppers Want to Join Tmall’s Luxury Pavilion Loyalty Club?
- Buicks Are the New BMWs According to US Car Makers in China
- Are Chinese Elites Going Abroad Too Young?
- Literalist Year of the Dog Luxury Items Mocked Online
- The Former Vogue China Editor With a Hit “Tablescaping” Business
- 4 Smarter Ways Luxury Brands Are Offering Custom Designs
China Tourism:
- Why Huang Xiaoming Is the Wrong KOL for South Australia Tourism
- Will Upcoming TV Drama Revive China’s Floundering Cruise Industry?
- What Ctrip’s Partnership with OpenTable Means for High-end Restaurants
- Millennial Business Travel Is Reshaping China’s Corporate Travel Industry
- New Changes to Airbnb’s Offerings Could Be Just What the China Market Needs
- How to Attract Luxury Chinese New Year Travelers in 2018
- How to Market Airbnb and Home Rentals to Chinese Travelers
- Property Investments Illustrate Chinese Interest in UK
- Travel KOLs are Key in Influencing Chinese Millennial Tourists
- Travel Influencers Guide Young Chinese Luxury Spending
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