red
Asia-Pacific Power List 2024: Yajuan Wang, Red
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
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
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
Rationality eclipses impulse buys, prompting brands to wage a fierce platform war for customer loyalty.
Asia-Pacific Power List 2023: Yajuan Wang (Zhiheng), Red
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.
Turning clicks to cash: Red's monetisation is reshaping China's influencer landscape
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.
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