China Marketing Blog

WeChat's New Pay-to-Read Feature: What Is It and How Can Brands Use It?

Recently, a well-known technology blogger Keso posted a WeChat moment, saying "the WeChat official accounts pay-to-read feature is a little bit late, but it's finally coming".

His post attracted everybody's attention and then he said, the specific launch time still remains unknown, but Pony Ma (the president of Tencent) said it would be ready right away.

Chinese & Western Marketing Channels Don’t Match Up (or Why You Need a Chinese Marketing Manager)

I’ve had the chance to see a lot of different organizations expand their marketing reach to China, and I’ve carefully watched the different organizational structures they use.

The two most common structures I see are functional and geographical.

By “functional”, I mean that the organization is broken down by marketing channel. The organizational chart may look something like this:

Weibo Advertising: 10 Tips to Maximize Results

Weibo's "Fan Connect" advertising platform is one of our favourite promotional channels nowadays. It's quite powerful, but only when used properly.

The reason Weibo advertising is so powerful is that you can target users based on a variety of factors, and then spread your message via their social connections. When a Weibo user's friend likes, shares or comments on a Weibo Fan Connect ad, they'll see the ad too. Chinese Internet users respond very strongly to brands that their friends like.

4 Canadian Brands That Should Expand to China

As a consumer in both Canada & China, sometimes I come across Canadian brands that seem like they could be very successful in China. But why aren't the trying harder?

Tim Horton's

Perhaps the most iconic Canadian-style brand to Canadians, Tim Horton's seems like an easy match for China.

Chinese Marketing - 5 Keys to Success Learned From 200+ Campaigns

We’ve been involved in over 200 Chinese-language marketing projects for foreign companies. There’s definitely a pattern behind the successful campaigns, and that pattern has shifted a bit in the 8 years I’ve been specializing in Chinese-language marketing.

For our updated 2016 model, we break it down into 5 “keys” to implementing a successful marketing campaign in China. I’ll start with the 3 keys that most of the Western marketers that contact us tend to agree with, then move on to the less obvious, but still very important, final 2.

The Guide to Sogou Search Ad Formats

Sogou is the third most popular search engine in China. When it comes to ad formats, it tends to follow the lead of Baidu.

Default Text Ads


Sogou’s default format includes a title and 2 description lines. 

The length of the title is limited up to 50 characters. Each description line is limited to 80 characters.

The Guide to 360 Search Ad Formats

Last week we posted a guide to Baidu search ad formats, this week we have the same for 360.

For the most part, 360 follows whatever Baidu does, but there are a few differences.

Basic Text Ads


The Guide to Baidu Search Ad Formats

We get questions about this often, so here it is!

This is the full list of ad types you’ll find on China’s most popular search engine, Baidu. And, we’re going to follow up with similar posts for 360 and Sogou soon.

A Simple Guide to Weibo Setup & Verification for Foreign Companies

Sina Weibo is one of the biggest and most popular social media platforms in China. It’soften called the “Chinese Twitter”, but it’s actually more versatile.

With more than 600 million users and 200 million monthly active users, Weibo is one of our top recommended platforms for clients.