Jenny Chan 陳詠欣
Nov 2, 2018

Innovation in content marketing doesn't happen by chance in China

Effective content marketing takes a concerted effort, according to speakers at Campaign's third China Innovation summit yesterday in Guangzhou.

While most people would think that the explosion of hip-hop in China came about organically, iQiyi, a company that's widely labelled as the 'Netflix of China', prides itself for its role in making the local hip-hop scene flourish. The company created a show called Idol Producer, which became something of a sensation and attracted sponsors like Nongfu Spring Victory Vitamin Water and Xiaohongshu.

This, according to Liang Chengzong, iQiyi's senior director of...

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