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KOLs

China is in the midst of a social commerce revolution. The explosion of online payment systems such as Alipay and WeChat Pay has seen cash disappearing from the shopping experience as people embrace mobile wallets. With WeChat Pay, AliPay and other online payment services integrated into the Chinese social ecosystem, consumers are spending more money […]

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UMS Founder and General Manager Jessica Miao recently attended Nottingham University China Campus to present a keynote lecture on digital marketing.                                     Jessica’s lecture, which was titled: HOW TO MANAGE DIGITAL MARKETING ON A GLOBAL SCALE, provided insights and advice […]

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Is it time for brands to stop trying to compete with all the noise on WeChat and Weibo and create strategic partnerships with smaller apps and social media platforms? The 846 million active users on WeChat are hard to ignore, but the costs required to stand out are making the platform less attractive, particularly to […]

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New Zealand brand ecostore used live streaming technology and social media to triple sales and achieve marketing success on China’s Singles Day. The 11.11 juggernaut grows larger and more powerful every year which makes it an immensely attractive vehicle for brands. However, with the annual event dominated by multinational brands – with equally large marketing […]

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China’s affluent middle class is spending more and more time shopping online. How can western companies engage with this lucrative audience and grow their brand in China? 1. Analyse and understand the market Market analysis is important for any new market. However, China’s size, scale, and cultural differences make robust analysis a crucial element for […]

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Every conversation about social media in China starts the same way. No Facebook. No YouTube. No Twitter. For many, China’s social media landscape is unfamiliar and disorientating, but what it lacks in familiarity it more than makes up for in size, scale, and opportunity. In the absence of the Facebook and Google platforms, a market […]

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The Online Superstar Forum held by the leading China social media platform Sina Weibo was recently held in June 2016, and attracted hundreds of popular online superstars like Papijiang(Papi酱),  Zhangday(张大奕eve), Aikelili(艾克里里), Wangnima(王尼玛) to the forum. Zhangday(张大奕eve) appearing at the Weibo Online Superstars Forum Previously called KOLs or even Grassroots Journalists or Citizen Journalists, the group […]

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Many Western marketers underestimate the power of good social media contacts in China and simply refuse to accept that persuading those Key Opinion Leaders (KOLs) doesn’t come cheap. Sending a KOL a freebie product or tickets to your show’s opening won’t guarantee you any sway with them at all, in fact it may work against you. […]

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