Actress Zhang Xiaofei Becomes China’s “National Mom”

 /  Celebrity  / 
Celebrities and influencers play an outsize role in China’s social media and marketing scenes, and are an essential part of how brands reach consumers. In this monthly series by Content Commerce Insider for Dao Insights, we take a look at who’s been having the biggest impact and why it matters. March 8 was International Women’s Read More

CCI’s 2020 Year in Review

 /  Chinasplaining  / 
A look back at Content Commerce Insider’s trend forecast for 2020 makes it clear how many twists and turns this year threw our way. In 2019, content-commerce became a key marketing strategy in China, and CCI predicted that the biggest trends of the following year would include 5G and interactive content, e-commerce livestreaming, branded shows, and celebrity incubation by streaming platforms.  Read More

E-Commerce Platforms Vie To Boost Singles’ Day Shopping With TV Galas

 /  Livestreaming  / 
The competition is heating up to promote this year’s Singles’ Day sales with splashy televised galas on major satellite TV networks. Read More

Chief Curiosity Officers and Celebrity-Owned Brands

 /  Celebrity  / 
Chinese celebrities are ubiquitous in the domestic marketing scene, serving as a crucial link between content and commerce. Brands have been keen to engage stars in new ways, moving beyond the standard ambassador or spokesperson roles to finding new ways of engaging with fan-consumers, such as through e-commerce livestreaming.  Read More

The New Frontier in Content Commerce: Platform-Driven TV Gala Shows

 /  Technology  / 
In recent years, China’s big e-commerce players have partnered with major satellite networks to produce gala shows that promote major sales events such as Singles’ Day and the 618 Shopping Festival, and now, we are seeing more of these splashy programs being developed to heighten the buzz around competing platforms and boost sales through entertainment content.  Read More

Livestreaming Hits the Big Screen as China’s Box Office Booms

 /  Film  / 
China’s top e-commerce livestreaming stars are so recognizably in the mainstream that they are now appearing in movies (having already conquered the smaller screens). Read More

How Chinese Tech Builds Trust, Part VI: The Content Trends That Are Growing Bilibili’s Audience

 /  Streaming  / 
Some 80% of Bilibili’s users are young Chinese under the age of 25. More than 60% have a university degree and over half are based in first- and second-tier cities. The platform has been leveraging two big Chinese trends to fuel growth. For brands looking to diversify ad placements away from display ads — knowing full well that branded content is 22 times more engaging than display ads — Bilibili offers an opportunity. Read More

Trending on TV: Workplace and Suspense Dramas Find Brand Fans

 /  TV  / 
Contemporary, realistic dramas continue to take center stage on TV and video streaming platforms, as historical costume and fantasy content takes a back seat under regulatory pressure. Read More

How Will the Movie Business Survive the Crisis?

 /  Opinion  / 
China’s box office is expected to plummet to $4.2 billion this year, less than half of 2019’s $9.2 billion. With theaters shuttered indefinitely and no release dates in sight for completed films, thousands of production companies have gone out of business, and those that remain must focus on how to “rescue and sustain themselves.”  Read More

Brand Film Pick: Kuaishou’s Supporting Role in Coronavirus Documentary

 /  Chinasplaining  / 
The short video platform Kuaishou’s rise to mainstream prominence has coincided with the coronavirus outbreak, which has created new opportunities for it to emerge stronger from the crisis Read More


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