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Resonance China
203 followers -
China social media / business / branding agency.
China social media / business / branding agency.

203 followers
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In a country where Facebook and Twitter are censored, how did a condom brand spark a nationwide discussion on sex and sex related products? Understanding Chinese culture, the current state of sex education and the burning curiosity that exists in every red blooded human may have been the sparks that lit Durex’s social assets on fire. […]

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In the age of big data, some may question the need for research as part of building a brand in China.  Well, it is is not as simple as downloading a spreadsheet or looking at some platform back-end data – research is more important than ever. What is Brand Research? Research can be simply defined [...]

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Just watched Tmall’s launch video for Double Eleven AKA Singles Day (view below).  I liked it, not just because it was a nice piece of brand communication, but also because it reinforces something I have been wanting to make sure clients and SBW friends are aware of – Tmall is just a platform, it is [...]

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Nestle won big in the 80s and 90s, when Chinese consumers first embraced soluble instant coffee, becoming a leading brand in the market. However, as consumers have shifted their coffee-habits to out-of-home options such as Starbucks, Nestle has fallen behind in terms of sophistication. To engage more sophisticated behavior, Nestle launched Dolce Gusto, an in-home […]

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The importance of KOLs (Key Opinion Leaders) is a big thing here in China – and quite hard to keep on top of.  bit.ly/2dHKViU recently published a this chart of the Top 100 KOLs on Chinese social media.   Super interesting, Papi Jiang is in top spot, followed by 回忆专用小马甲 who posts adorable images on this [...]

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As competition rises in China, we are noticing that Chinese brands, in particular, technology brands, are really placing emphasis on creativity and story telling to build brand affinity.  In a recent video campaign, on Tencent Video, Alipay has used the metaphor of the ‘perfect girlfriend’ to communicate the support and care their mobile app zhifubao (支付宝)can deliver [...]

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Communicating in Digital can be fragmented, hard-to-control and even get a bit dizzy because of the various dynamics in this fast-moving area. However, rushing to get on WeChat, Weibo and Livestream apps is not the effective way for brands to deal with these dynamics in China. SMART says that: “being ON a certain social media [...]

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While brands are celebrating the WeChat Moments Ads favoring to outreach customer segmentations among 549 million WeChat users, WeChat created one more reason for retailers to love it more– a new feature enabling local stores to target potential consumers in the same city, or even the same business districts. Yesterday on September 21st, WeChat officially [...]

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Inspired by the rising local e-commerce powers such as Alibaba group, bit.ly/2dbSmml along with other B2C platforms, China has now become a pioneer regarding online shopping.  To capture the dynamic changes, iReasearch, a Chinese marketing agent, shared their observations on Chinese e-commerce market in a recent quarterly report. E-commerce shopping share in China from Q1 2015 [...]

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Since Taobao launched their virtual upstairs campaign launched on 10th August, young Chinese netizens have become regulars and crazy shoppers at their “mystery second floor”. Two thousand bayu dumplings, which were mentioned in the first video, sold out in just  2 hours! Moreover, the next day, 1200 Spanish hams, the key product in the second video, [...]
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