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The China Influencer Marketing Podcast

The China Influencer Marketing Podcast

PARKLU

The China Influencer Marketing Podcast is the place to go to hear in-depth conversations with industry experts, influencers, and Chinese consumers about the latest consumer, product, and marketing trends in China. Each week we aim to bring you tactical and thought-provoking content that will help you grow your business in China. The China Influencer Marketing Podcast is curated and hosted by Elijah Whaley, CMO of PARKLU by LaunchMetrics. Show notes can be found at www.chinamktginsights.com.

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Goodpods has curated a list of the 10 best The China Influencer Marketing Podcast episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to The China Influencer Marketing Podcast for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite The China Influencer Marketing Podcast episode by adding your comments to the episode page.

Welcome to my first ever solo episode! This week I am discussing live streaming in China and I cover a lot including: My personal experience growing my Momo live streaming account to 300k followers How I made several thousand dollars a month live streaming As the live streaming industry is maturing, who are the top players and what are their characteristics Why brands need to incorporate live streaming into their China strategy How I think the industry will develop in 2018   Feel free to message me and let me know what you think of the podcast! I love hearing your feedback.   Host: Lauren Hallanan Website: laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ Instagram: @laurenleren   Resources:   My live streaming blog: www.chinalivestream.com   Articles: The Complicated World of Chinese Influencers: Why a live streamer with a large audience is not necessarily an effective influencer Am I Crazy? Why I Gave Momo Permission to Shut Down my 300,000 Follower Live Streaming Account How to Use Live Streaming to Sell on China Ecommerce 3 Must-Use China Live Streaming KOL Campaign Tactics   Thanks to our sponsor PARKLU: www.parklu.com   For additional information and show notes head over to www.chinainfluencermarketing.com     If you like this podcast and know someone who might find it interesting, please share!

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The China Influencer Marketing Podcast - CIM041: Inside the Life of Top Xiaohongshu Influencer Rui @大睿睿
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03/18/19 • 47 min

This week I chat with Rui (@大睿睿) a top-tier fashion and beauty influencer on Xiaohongshu with nearly 2 million followers. Our conversation covers a wide variety of topics including how she got started on Xiaohongshu, what type of content she produces and why, what her fans think of sponsored content, the pros and cons of being a Chinese KOL based in NYC, and much, much more. Her background: Rui is originally from China, currently based in NYC She studied statistics at Boston University Now studying art management at FIT She had been active on Xiaohongshu for a while, but about two years ago her account really took off She now has almost 2 million followers   Her content: She mainly posts three types of content: fashion, beauty, and study/life abroad related Fashion is her favorite and what she is most passionate about Beauty is very popular with young, female consumers and there are more opportunities to collaborate with a top luxury brand’s beauty dept. than their fashion dept.; allows you to get a foot in the door Study/life abroad – a large portion of her audience studies/lives abroad so this is content they can relate to   Why she loves Xiaohongshu and why brands should too: She loves shopping and this platform is all about shopping Weibo is too news focused and back when she started the content types were limited Users go on Xiaohongshu with a shopping mindset Much easier to find your targeted audience here   What her fans think of sponsored content: She feels that fans are supportive of sponsored content as long as it is done right. They understand that KOLs need to partner with brands in order to have an income, and your audience wants you to become better and they want to go along on your journey, so if you get the opportunity to work with a top brand they are excited for you She also has a personal Weibo account that she doesn’t publicize, but some loyal fans will find and follow, and she uses this as a place to let off steam, show the whole process of collaborating with brands, share behind the scenes, all the work and struggle that goes into these collaborations You’re a KOL, not a celebrity, so people like to see that you’re a real person with real struggles   The pros and cons of being a Chinese KOL based in NYC: Pros: Chinese people are generally curious about life abroad so her posts will attract more attention Cons: She feels like people work harder and grow more quickly in China; There are many events in Shanghai that she is unable to attend   Trends and other interesting takeaways: Brands have begun moving beyond regular collaborations to create campaigns specifically designed around an influencer’s content and style She has tried vlogs but isn’t doing them regularly; they are very time consuming to produce and go against the short video trend so she still hasn’t made her mind up about them 燃烧的陀螺仪 is a Douyin content creator who has become popular very recently for his very fast vlogs As a content creator, Douyin and Xiaohongshu can be difficult because they both open up to an explore page and the algorithm shows users content it thinks they will like, regardless of whether they follow the person or not, so even though you have a huge following, they have to seek you out, won’t always see your posts, no matter how big you get you still need to think about how to get your posts featured       Guest: Rui Email: [email protected] Xiaohongshu Account: @大睿睿   Host: Lauren Hallanan Website: www.laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat: H1212118514     Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog    For additional information and show notes head over to www.chinainfluencermarketing.com     If you like this podcast and know someone who might find it interesting, please share!
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The China Influencer Marketing Podcast - CIM043: Understanding One of 2019’s Biggest Consumer and Content Trends: Xiachen
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04/09/19 • 26 min

In this episode we discuss the concept of xiachen. Xiachen literally means to sink or submerge, and is now a popular term meaning sinking or moving down into lower tier markets. Xiachen content, apps, influencers, and products appeal to everyday, ordinary Chinese people. People in these lower tier cities can’t relate to the sophisticated content and expensive products that we so often see influencers sharing on Weibo and WeChat. While for those in 1st and 2nd tier cities this content may be aspirational, for these consumers is it is just too far removed from their lives.    Now why do we care about these consumers? Well…   Mobile internet users in China’s 1st and 2nd tier cities are mature and they are bombarded with content and sales messages on a daily basis. The next big opportunity for app and e-commerce growth is consumers 3rd and 4th tier cities and rural areas.  This term Xiachen has been used quite frequently throughout 2018 and many top Chinese marketing publications predict ‘xiachen’ will continue to be a major trend in 2019.   In this episode Kejie and I discuss: What does Xiachen mean? And why is this becoming a trend? What is Xiachen content? How is it different than regular content? What are some examples of Xiachen influencers, products and apps? How are consumers in lower tier cities and the countryside different than consumers in 1st and 2nd tier cities? Does xiachen style content also appeal to consumers in 1st and 2nd tier cities? Why is livestreaming very popular among young consumers in rural areas of China? What are some difficulties brands face when trying to market to these xiachen consumers?   Links: Xiachen themed newsletter   Topics include: Why are Kuaishou influencers so good at driving sales? Some of the biggest users of live streaming in China are not teenagers, they’re farmers Farmers cultivate social media sales The epitome of ‘Xiachen’: Kuaishou influencer SanDaGe   The Domestic Beauty Brand Taking Over Xiaohongshu: Perfect Diary 完美日记 一二三线城市的用户消费习惯,已经细碎得没有规律 小镇姑娘们的梳妆台   To learn more about influencer marketing in China, sign up for our new newsletter: The China Influencer Update!   Host: Lauren Hallanan Website: www.chinainfluencermarketing.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat: H1212118514 Check out my book: Digital China: Working with Bloggers, Influencers and KOLs ------- Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog    For additional information and show notes head over to www.chinainfluencermarketing.com If you like this podcast and know someone who might find it interesting, please share!
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The China Influencer Marketing Podcast - CIM039: Fan BingBing is Back, What Influencers Consider Before Quoting You Their Fee
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02/06/19 • 35 min

Summary: In this episode, we dissect two articles featured in the China Influencer Update Newsletter. One is about the Fan Bingbing scandal, and the other is about how influencers calculate their fees. Keije Yi, my assistant, Chinese journalist student, and former intern for famous fashion blogger, Becky Li, joins me on the show today. Keije offers a Chinese perspective of the Fan Bingbing scandal and later shares vital insights about which type of content influences her and her peers the most. To learn more about influencer marketing in China, sign up for our new newsletter: The China Influencer Update!   Show Notes: Fan BingBing’s tax evasion scandal (道歉100天后,范冰冰正式复出:究竟是谁让她东山再起?) Why Fan Bingbing’s scandal did not ruin her The brand niche that saw Fan Bingbing’s scandal as a threat to business The insights Fan Bingbing’s scandal revealed about Chinese consumers Why Fan Bingbing’s scandal recovery has been relatively quick compared to other influencers Which brands will continue partnering with Fan BingBing despite the scandal   How influencers calculate their fees (小红书的算法千人千面,你一个小博主的报价都整出算法了?) How influencer’s price their sponsored posts What brands should know before teaming up with an influencer How large brands develop sponsored content in China Why there is not a sponsored ad process that works every time Original photos vs Brand photos - which performs better The number one detail young Chinese consumers look for in content Why content format needs to vary by product   3 Key Points: Fan Bingbing’s scandal says more about the Chinese people than it does about her. In China, idols are commonly pardoned by their fans. Chinese consumers want the content they are consuming to be authentic and can be very skeptical about what brands produce.   Quotes: “Some brands will keep collaborating with her [Fan BingBing] because, despite the scandal, she has real selling power.” –Keije. “There are several factors that affect an influencer’s price. They will also factor in things like your brand's reputation.” –Lauren. “It also depends on what kind of products and what platforms you are choosing. So, for example, if you recommend an outfit, it is best that you just publish photos on Weibo. For some makeup or skincare product, I would prefer to see them on videos.” –Keije. Thanks to our sponsors PARKLU and The Meet Group: www.parklu.com www.themeetgroup.com/blog    For additional information head over to - www.chinainfluencermarketing.com   Host: Lauren Hallanan Website: www.laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat ID: h1212118514 Articles Discussed: The most recent edition of The China Influencer Update newsletter   Article about Fan Bingbing’s Comeback: 道歉100天后,范冰冰正式复出:究竟是谁让她东山再起?   Parklu’s report analyzing the effects of the scandal   How Influencers Calculate Their Fees: 小红书的算法千人千面,你一个小博主的报价都整出算法了
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The China Influencer Marketing Podcast - Retention marketing masterclass with PARKLU CMO Elijah Whaley
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05/21/20 • 54 min

The Harvard Business Review found that acquiring a new customer is five to 25 times more expensive than retaining an existing one and that increasing customer retention by 5% can increase profits from 25% to 95%. Bain found that returning customers spend 67% more than new customers. And Temkin found that loyal customers are five times as likely to repurchase, five times as likely to forgive, four times as likely to refer, and seven times as likely to try a new offering.

Retention marketing is an important topic that brands need to be thinking about. This is especially the case in China, where advertising and paid marketing costs have skyrocketed over the past few years and now oftentimes customer acquisition costs are higher than the lifetime value of the customer.

Elijah Whaley, chief marketing officer of China influencer marketing platform PARKLU, joined Lauren on the podcast and explained his recently published guide to retention marketing.

This podcast and the concepts that are discussed will be valuable to brands of any size in any stage of their China marketing journey!

Resources:

Download PARKLU’s Retention Marketing Strategy Guide

Complete Guide to KOC Marketing in China

Experiential Marketing Mechanics: Turning Customers into KOC

Upcoming Event:

Webinar: What Can We Learn From China Livestreaming Ecommerce With Lauren Hallanan

Video:

Perfect Diary Unboxing Video

Guest: Elijah Whaley

LinkedIn

Host: Lauren Hallanan

Website | LinkedIn | WeChat: H1212118514

To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!

Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.

This podcast was edited and produced by Jason MacRonald.


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The China Influencer Marketing Podcast - Not on Bilibili yet? Here’s why your brand should consider it
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05/07/20 • 40 min

Meet the short-video app Bilibili — a platform that brands know they should get on, but they are reluctant (or maybe too intimidated) to pull the trigger. Why is that? Its user culture is stronger than that of other Chinese social media and video-sharing platforms. Bilibili is where all the subcultures go, the anime, comic, and game nerds, the artists, the content creators that don’t want to make clichéd 15-second dancing videos. Get your campaign right and your ROI will be high; get it wrong and you will be scorned and mocked.

In this episode, Lauren brings Miro Li, a digital marketing consultant based in Hong Kong, back on the podcast to give an overview of Bilibili. She digs into what makes the platform unique and shares how and why brands should be using it.

­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!

Resources:

Chinable Academy Bilibili 101 Course

(Special discount code for listeners: BILI20)

WeChat mini program livestreaming webinar: 

https://us02web.zoom.us/webinar/register/2015887102237/WN_9ymTeoX9RoCQ5aUnyszstw 

Guest: Miro Li

LinkedIn | WeChat: Miro509

Host: Lauren Hallanan

Website | LinkedIn | WeChat: H1212118514 

Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs

Like the podcasts at SupChina? Help us out by taking our brief survey.

This podcast was edited and produced by Jason MacRonald.

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The China Influencer Marketing Podcast - CIM040: Key Traits You Should Look for in a KOL with Weibo Fashion Influencer Anny Lou
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03/05/19 • 60 min

Many brands find it difficult to select the right KOLs to work with. My conversation with this week’s guest Anny Lou may help.   Anny is a prominent fashion influencer with over 1.6 million followers on Weibo. While my interview was focused on learning about her career, her thoughts on Weibo, and her experiences working with brands, her responses revealed a great deal about the key characteristics of an influencer who is truly worth working with.   Some of the key traits she reveals are: A true passion for their subject matter A desire to share products and experiences that they think will benefit other people, regardless of whether they are getting paid or not Long-term commitment Dedicated to building a reciprocal relationship with their audience Professional and responsible attitude towards working with brands   There are a ton of other great takeaways from the episode, but this is what really stood out to me, that she is a prime example of the type of influencer brands should seek to work with.   What we cover: How Anny Lou became a fashion influencer Anny’s fashion knowledge How Anny’s modelling career took off When Anny started with Weibo Being an influencer with a full-time job and how Anny does it all   How does Anny Lou curate her content Why Anny focuses the most on Weibo How her team adds to her output The secret to growing such a large social media following How to establish a close relationship with a massive social media audience Frequency - How often do you need to post to generate a following and engagement Post styles that work with Anny’s followers How followers’ opinions should play a role in your content   What forms of online tools are part of her work Videos and vlogs are growing in China How Weibo has changed a lot as a platform and what you need to know What is the deal with Weibo and sponsored posts Which other online platforms does Anny engage with   How does Anny Lou work with brands Her perspective on brand partnerships She tries out new brands to ensure quality Posting about free products Common problems that occur when working with brands Brands that are doing great marketing How does brand reputation play a role with Chinese consumers     To learn more about influencer marketing in China, sign up for our new newsletter: The China Influencer Update!     Thanks to our sponsors PARKLU and The Meet Group:  www.parklu.com  www.themeetgroup.com/blog      For additional information head over to -  www.chinainfluencermarketing.com   Host: Lauren Hallanan Website: www.laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat ID: h1212118514   Guest: Anny Lou Weibo and Instagram: @安妮时髦精 WeChat: Anny_Lou
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This week I’ve brought back Antoine Bunel, one of China’s top F&B influencers, to discuss some of the big changes that have happened in his career over the past six months since he was last on the show.  To kick off the show we discussed Douyin - Antoine launched an account on the platform shortly after Chinese New Year and already has over 350k followers. Antoine shares his experience and opinions on the platform and gives some advice for integrating brand content into Douyin videos. We also discuss Antoine’s new creative agency, the travel show he is producing, and the state of the Chinese live streaming industry. Antoine has so much experience in the industry and so much enthusiasm for what he does. I love having him on the show!   Guest: Antoine Bunel LinkedIn: https://www.linkedin.com/in/antoinebunel/   Host: Lauren Hallanan Website: www.laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat ID: h1212118514   Mentioned in the Episode: China Ad Agencies Lose Their Edge to Influencer-Led Creative Studios Meipai Shut Down Drives Influencers to Douyin in Droves     Thanks to our sponsor PARKLU: www.parklu.com   For additional information and show notes head over to www.chinainfluencermarketing.com     If you like this podcast and know someone who might find it interesting, please share!
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In this episode I spoke with Hailey, one of the co-founders of the fashion and lifestyleWeChat Official Account Sugarandspice. If you’ve read my book, Digital China: Working with bloggers, Influencers, and KOLs, then you may be familiar with her name as we used the theSugarandSpice mini-program shop as a case study in the book.   Hailey and the account Sugarandspice are yet another one of those examples of KOLs who have claimed a niche in the market and set the bar really high when it comes to the content they produce and the brands they work with   As usual we cover a wide variety of topics including: What is unique about their content and why it appeals totheir audience Their criteria for working with brands What it’s like to run an official account in 2019 and how they continue to grow The pros and cons of running a mini-program e-commerce store Tips for brands who want to collaborate with influencers The changes they plan on making this year Check out my book:Digital China: Working with Bloggers, Influencers and KOLs To learn more about influencer marketing in China,sign up for our new newsletter: TheChina Influencer Update!   Detailed notes: About Sugar and Spice: Their Official account has approx. 250,000 followers Hailey and her co-founder were high school classmates and roommates Saw a hole in the market and decided to fill it Unlike many accounts which are led by one influencer and a team, SugarandSpicehas two co-founders, Hailey thinks this has been beneficial because they had each other to lean on, an accountability partner, especially since until recently they have been running this account while holding full-time jobs Content: Current publish about 1 post per week but now that they have both quit their full-time jobs and can invest more time, they will hopefully increase the number of posts Either way, they value quality over quantity In many of their articles they like to go deep and share the history and culture behind an item; there are many nouveau-riche in China who buy things because they can, not because they understand it, so their content helps educate consumers They still produce all the content themselves, they feel it is tough to outsource because readers are so familiar with their writing style Travel content increasingly popular Have a series called monthly haul where they review their favorite 6 items they bought that month, that is also very popular The content must have a takeaway Brand collaborations: They are notoriously selective when choosing which brands to work with Must get the product at least a month ahead of time so they can use it Products must meet their standards-If they feel like they wouldn’t be willing to buy the product themselves then they won’t share it Their followers are very savvy; they understand the industry and know that influences will work with brands, but since they are so stringent about who they will work with their followers don’t mind as much Now that they are full-time, they want to go deeper with their brand partnership and try to collaborate in new ways First time working with a brand will often do a smaller collaboration and if it goes well they will expand the scope  Growing a WeChat account: Fewer people are willing to share articles, that’s why the new Wow (看一看)feature is very important, helps with discovery and reach Definitely seems to be a bottleneck these days But she believes meaningful, quality content will still always do well They use Weibo, Douban, Wangyi and other platforms to help them drive people to their WeChat account E-commerce mini-programs: Featured SugarandSpice in my book as they were one of the earlier accounts to work with LOOK to launch an e-commerce mini-program With LOOK they can essentially create a mini-program store and then curate items from retailers, essentially create their own storefront, and they get a commission for selling those items, but they don’t have to deal with logistics The mini-program is doing very well, they are one of the top 15 partners with Farfetch But Hailey says they barely promote the store, maybe once every couple months or so, because they don’t want followers to feel forced Treat it like affiliate links, just letting their followers know, hey, if you want to buy something, get it through our store and you’ll know it’s exactly the item we recommended Mini-programs stores much faster than H5 stores, WeChat really pushing them Hailey thinks it’s necessary for luxury brands to have one, gives the example of Burberry's monthly exclusive WeChat capsule collections Tips for brands: Don’t treat KOLs like traditional media, we will not just repost your press releases Estee Lauder holds its own KOL conferences where they have discussions with KOLs to learn how they can better help the brand grow socially Developing relationships is important, will make you stand out from other brands    Guest: Hailey WeChat Official Account:sugar_spice Email: [email protected]   Host: Lauren Hallanan...
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The China Influencer Marketing Podcast - Why Chinese brands are gaining the upper hand, with Doris Ke
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05/27/20 • 56 min

Over the past couple of years, Chinese brands have been experiencing massive growth. Newly founded direct-to-consumer brands are booming, while the more established Chinese brands have rebranded and revitalized themselves to attract a younger audience.

So, where does this growth come from? Top-earning brands have proven themselves to be savvy marketers, quickly adopting the newest social platforms and promotional tactics, and developing products, branding, and messaging that show a deep understanding of their target audience’s preferences and tastes.

In this episode, Lauren and Chinese marketing expert Doris Ke give us an overview of the marketing industry and key drivers of growth. Doris also shares some of her favorite domestic brands that she is watching right now.

Doris is the founder and CEO of Digipont, a well-known B2B marketing thought leader in China with a popular WeChat Official Account. If you subscribe to Lauren’s newsletter, then you have definitely read her articles before!

Brands mentioned in the episode:

  • Perfect Diary (wánměi rìjì 完美日记) 
  • Genki Forest (yuánqì sēnlín 元气森林) 
  • WonderLab


Upcoming webinar: What can we learn from China livestreaming ecommerce?

This webinar is perfect for the product developer who is looking to get a better understanding of Chinese ecommerce livestreaming platforms. From the seamless user experience to the loyalty, gamification, and social sharing features, the UX of QVC and Home Shopping Network pales in comparison with China’s ecommerce livestreaming platforms. Lauren will also share her predictions for ecommerce livestreaming’s future in the West.

Register here.

Guest: Doris Ke, Founder & CEO of Digipont

LinkedIn | Email | Website 

Host: Lauren Hallanan

Website: | LinkedIn | WeChat: H1212118514

Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.

­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update.

This podcast was edited and produced by Jason MacRonald.

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What is the most popular episode on The China Influencer Marketing Podcast?

The episode title '010: China Live Streaming 101 - Top Platforms, How Brands Can Use Live Streaming, and the Future of the Live Streaming Industry' is the most popular.

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