Entertainment Marketing |

Why DMOs Must Look Beyond Celebrity Endorsements

Aug 1, 2019 / 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

Jul 17, 2019 / 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

Jul 2, 2019 / 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

Jun 13, 2019 / 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

May 24, 2019 / 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

Apr 18, 2019 / 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

Apr 16, 2019 / 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

Apr 12, 2019 / 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

Apr 3, 2019 / 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

Mar 19, 2019 / 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

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