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The risks and opportunities of Red's international fame
china little red book red rednote regulations tiktok xiaohongshu By Minnie Wang

Amid a looming TikTok ban, Chinese social-media app Red is enjoying a sharp increase in users. But China’s marketing community view the phenomenon as a double-edged sword.

Snapchat nudges US fans to ‘Find Your Favorites on Snap’ as possible TikTok ban looms
red snapchat tiktok By Julia Walker

The campaign spotlights personal testimonials from Loren Gray, Avani Gregg and Harry Jowsey.

Buyers, founders, lifestyle: What is Xiaohongshu doing with ecommerce?
ecommerce red xiaohongshu By Yimin Wang

With Double 11 approaching, will Chinese social media and e-commerce platform Xiaohongshu see returns on its investments in social commerce?

Asia-Pacific Power List 2024: Yajuan Wang, Red
apac asia asia pacific cmo marketing power list red yajuan wang By Staff Reporters

Leading the transformation and monetisation of the Red ecommerce business, Zhiheng has made genuine efforts and achieved substantial progress in the past year, earning appreciation from brands.

Revitalising brand engagement: The power of curated advertising in China
douyin red wechat xiaohongshu By Elisa Harca

Amidst China's dynamic and uncertain economic climate in the advertising scene, an increasing number of brands are deviating from conventional methods and embracing personalised advertising strategies for a more precise and impactful connection with consumers. Elisa Harca from Red Ant Asia explores.

Podcast: Unlocking China—a marketer’s guide to WeChat, Douyin, Weibo and Red
douyin red wechat By Lucy Shelley

China accounts for one-third of the global e-commerce market by payment value, but its social and retail landscape is different from the rest of the world. So how can Western brands unlock the Chinese market and tap into its population of 1.4 billion?

Singles' Day 2023: From KOLs to trust, the changing dynamics of consumer choices
china douyin red tmall By Minnie Wang

Rationality eclipses impulse buys, prompting brands to wage a fierce platform war for customer loyalty.

Turning clicks to cash: Red's monetisation is reshaping China's influencer landscape
brand health check china red xiaohongshu By Minnie Wang

BRAND HEALTH CHECK: Born as a UGC platform a decade ago, Red (Xiaohongshu) is now chasing business opportunities from ecommerce to live streaming for brands and content creators in China and overseas markets.

Top advertisers’ KOL spend in China up tenfold since 2020: Ebiquity
ad spend china douyin ebiquity kol red By Minnie Wang

Ebiquity's new study indicates that leading brands in China steered more KOL advertising to Douyin and Red but less on WeChat and Weibo.

Asia-Pacific Power List 2023: Yajuan Wang (Zhiheng), Red
apac asia asia pacific cmo marketing power list red xiaohongshu yajuan wang By Staff Reporters

National influencing app in China, under the leadership of Wang, is now building comprehensive products’ word-of-mouth marketing mechanism to tackle pain points for brands.

Red Havas consolidates Havas PR capabilities, expands globally
havas james wright pr red By Diana Bradley

PR services that were under Havas Health & You and Havas Creative have been combined into one network under Red Havas, which now expands to China and other markets.

Little Red Book: When content meets ecommerce in a UGC community
ecommerce little red book red ugc xiaohongshu By Minnie Wang

CHINESE PLATFORM SPOTLIGHT: A user-generated content community and a sharing and shopping app for young Chinese women, industry experts analyse the popularity of Red and its attractiveness for marketers.

Dentsu Aegis Media partners with Bilibili, Zhihu, Red and Kuaishou
china Dentsu media red By Carol Huang

Company says its partnerships will help it target specific audiences and unlock the power of younger demographics in China.

British Airways flies three Chinese to London while promoting WeChat presence
china cny london media red wechat By Jenny Chan 陳詠欣

BEIJING - British Airways (BA) has lured its existing 350,000 Sina Weibo followers to the airline’s newly launched presence on WeChat with three roundtrip tickets between China and London.

Definition of 'cool' in China goes beyond being anti-establishment: TBWA
china red tbwa By Jenny Chan 陳詠欣

SHANGHAI - In a new study, TBWA said that while young people still define 'cool’ as being individualistic, the term has taken on more wholesome connotations than the subversive attitude that often characterises the term in Western popular culture.

Samsonite employs Korean charm to introduce casual Red brand in Hong Kong
red By Jenny Chan 陳詠欣

HONG KONG - Samsonite Red, a sub-brand of the luggage-maker, has selected Korean pop-star Song Joong-ki as brand ambassador to capture the attention of local 'fashion-geeks' as part of a long-term push to expand its image and product portfolio beyond suitcases.

Government-backed Chinese Red Cross pays price for credibility crisis
china marketing red society By Jenny Chan 陳詠欣

SICHUAN - The Red Cross Society of China is still suffering from a credibility crisis, as the public puts its trust in community-led NGOs such as the One Foundation, initiated by movie star Jet Li.

Red Agency appointed by Queensland Rail Travel

agency red travel By Staff Reporters

PR and marketing communications consultancy Red Agency has been appointed by Queensland Rail Travel to roll out communications activities in 2012, with the aim of increasing awareness of the organisation’s unique tourist routes.

StarHub goes red for National Day
red singapore singtel starhub By Racheal Lee

SINGAPORE – StarHub made a bold marketing move by donning red, the country's national colour and that of its fiercest competitor SingTel, to celebrate National Day.