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August 2026 Category data
Why Is HYROX Growing Faster in China Than Anywhere Else?
From 2,000 entrants in Beijing to a 10,000-athlete record in Shanghai in eighteen months. The reason sits in the ten years before HYROX arrived — and in a sponsor board where the title sponsor is a delivery platform, not a sportswear brand.
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July 2026 Category data
China's Pet Market: Where the Growth Actually Is
The pet economy passed RMB 811.4bn in 2025, but food fell to 40% of spend. The growth moved to travel, outdoor, services and smart devices — and it forms as social ritual before it forms as category.
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July 2026 Category data
Trail Running's Wallet Has Already Moved to China
Trail running's cultural center is still European, but its economic center has moved to China — what that signals for global outdoor brands.
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June 2026 Partners
What Is an MCN in China, and Why Does Your Brand Need One?
A Chinese MCN is not a talent agency — it does the work six separate Western companies do. Why the model exists here and nowhere else, and how briefing one like a media agency wastes it.
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June 2026 Localization
When a Translation Mistake Becomes a Product
A machine-translation error became a nationwide meme, then a T-shirt, then a fourfold order surge. What it reveals about speed, humility and cultural fluency as operating requirements.
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June 2026 Paid media
Does Paid Advertising on Xiaohongshu(RedNote) Actually Work for Foreign Brands?
About 70% of users search before buying. Two real campaigns with CTR, ROI and MQL costs, keyword tiering, and the three mistakes that waste the budget.
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May 2026 AI search
If AI Is Answering Instead of Search, Where Does Your Brand Show Up in China?
Baidu still holds around 64% of Chinese search, but each Chinese AI engine prefers content from its own ecosystem. If your content isn't inside the right ones, it doesn't exist in future discovery.
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March 2026 Creators
Do Foreign Creators Actually Work on Xiaohongshu(RedNote)?
An analysis of 350 foreign creator accounts: the pyramid structure, the structural advantages over local creators, what they charge, and why scarcity drives the pricing.
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January 2026 Content
Why Posting Consistently on Xiaohongshu(RedNote) Isn't Growing Your Brand
Most brands post daily and see nothing. Usually they are chasing mega-virals instead of engineering small ones — and publishing polished content on a platform that rewards interaction.
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December 2025 KOL
Why Chinese KOL Campaigns Don't Move Sales
Most China KOL campaigns fail for the same reason: brands buy one-time exposure but expect long-term influence. Real pricing anchors, brief structures, and when not to run KOLs at all.