Why DMOs Must Look Beyond Celebrity Endorsements

 /  Entertainment Marketing  / 
In recent years, organizations have typically partnered with celebrities to gain traction with outbound Chinese travelers. With the increasing influence of travel shows and user-generated content, the suitability and effectiveness of this tactic should be reassessed. Read More

Versace’s New China Face Tops June Celebrity List: R3

 /  Entertainment Marketing  / 
Versace announced Yang Mi as its first-ever Chinese brand ambassador, stirring a heated debate over the actress’ compatibility with the Italian luxury brand. Read More

What This Gen-Z Celebrity’s Smoking ‘Scandal’ Says about Public Persona in China: R3 May List

 /  Entertainment Marketing  / 
Wang Yuan (Roy Wang), an 18-year-old Chinese celebrity, jumped to the second spot the past month largely due to his “smoking scandal.” Read More

Prada Bends to Idol Culture While Expanding in China

 /  Entertainment Marketing  / 
In China, celebrity endorsement can make or break a brand, and now Prada is finally stepping into the country’s influencer market. Read More

Cai Xukun and Yang Mi Remain the Top Celebrities in China in April: R3

 /  Entertainment Marketing  / 
The April R3 Celebrity Index revealed that Chinese boyband member Cai Xukun and actress Yang Mi were the most-buzzed-about stars in China last month. Read More

How Content Is Changing on China’s Fast-Growing Douyin App

 /  Entertainment Marketing  / 
The Chinese firm CAAS Data publishes monthly rankings of the ten fastest-growing social media accounts on Douyin, and over the past couple of months, there has been a shift in the types of accounts on that list. Read More

Who Are China’s Biggest Stars? R3’s ‘Celebrity Index’ Uses Online Data to Find Out

 /  Entertainment Marketing  / 
Finding the right celebrity can be a shortcut to improved sales for luxury brands in China, as a majority of consumers still see celebrities as their “lifestyle” role models. Read More

China’s Douyin, aka TikTok, Introduces the Power of Short Video to Travel Brands

 /  Entertainment Marketing  / 
Short video is trending because it’s a more fun and engaging way of showing off destinations or travel brands than static photos and written content, and that’s a major reason why Douyin is a better app for engagement rates. Read More

How Chinese Influencers Calculate Their Fees

 /  Entertainment Marketing  / 
Chinese influencers may charge brands different fees for promoting products on various social media platforms depending on these factors. Read More

Chinese Long-form Video Content Creators Are Far from Dead

 /  Entertainment Marketing  / 
Short-form video has no doubt captured the marketing world for its appeal among China’s youth, but if a series of recent deals by Alibaba and Tencent are anything to go by, it’s not over yet for Chinese long-form video content creators. Read More

INDUSTRY EVENTS

January 23, 2020 - February 3, 2020

January 23, 2020 - February 2, 2020