Private traffic is becoming a sought-after brand asset, especially as walled gardens made up of Alibaba and Tencent are being torn down by regulators.
Brands and platforms like PepsiCo, Alibaba, Tencent, ByteDance and Bilibili have stepped up support through CSR programmes while encouraging online consumer education and interaction.
CHINESE PLATFORM SPOTLIGHT: Tencent's video-sharing platform within WeChat may be a latecomer in the Chinese market, but it offers marketers specific capabilities and large potential reach.
CHINESE PLATFORM SPOTLIGHT: China’s No. 2 short-video platform has accelerated its ecommerce presence and introduced exclusive sports content.
The top 100 most valuable brands in China gained 57% in brand value year-over-year, reaching $1.56 trillion, according to Kantar's latest ranking.
China is putting an end to internet giants blocking links to and from competing platforms. The move, according to a Hylink managing partner, simplifies matters for advertisers and agencies, but also requires a new focus on objectives and strategy.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins