Michaela Zhu

MZ

Marketing trainee

Emerging Communications
Emerging Communications on the opportunities awaiting marketers in the Chinese marketplace.
The Drum Network

Brand building and localization: learning from Pret A Manger's Chinese market entrance
Emerging Communications on how Chinese influencers are making the most of the metaverse.
The Drum Network

The metaverse and the future of Chinese influencer marketing
Emerging Communications on the phenomena of live streaming and how brands can adopt the strategy.
The Drum Network

Livestreaming goes mainstream: how brands can capitalize on the growing Chinese trend
Emerging Communications look at Chinese high-net-worth individuals and their investment in overseas property.
The Drum Network

A marketer’s guide to overseas property for Chinese high-net-worth individuals
Emerging Communications on how to utilise key opinion consumers.
The Drum Network

Getting closer to consumers with KOCs, the Chinese micro-influencers
Emerging Communications on Western marketers can achieve maximum engagement on local social platform Douyin and why.
The Drum Network

Converting Douyin engagement and why it’s not the same as TikTok
Emerging Communications on Chinese social media platform Bilibili and what marketers can learn from the brand collaboration between influencer He Tongxue and Apple.
The Drum Network

How tech giant Apple used Bilibili to market in China
Emerging Communications on the consumer needs of the He-economy and how it's a sector that's beginning to emerge in China.
The Drum Network

The rise of the he-economy: China’s next big market