Michaela Zhu

MZ

Marketing executive

Emerging Communications
Red notebook
The Drum Network

What does the growth of Little Red Book mean for post-pandemic China?

An elderly Chinese couple
The Drum Network

The ‘new elderly’: is this a golden age for marketing to China’s silver-haired consu...
Exhibition in China
The Drum Network

How China is embracing web3: marketing to gen Z on the Chinese metaverse
Emerging Communications look at the evolution and recent surge in co-branding. Image: Shane Rounce/Unsplash
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Co-branding strategies for the Chinese market: how to attract gen Z audiences
Emerging Communications on why marketers should reconsider investing in the pet sector. Image: Krista Mangulsone/Unsplash
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Why China’s booming pet economy is a lucrative trend for digital marketers
Emerging Communications consider how marketers can optimize gamification experiences.
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Why gamification needs to be part of your China branding strategy
Emerging Communications look at how marketers can jump on the latest trend among Chinese consumers; glamping.
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Glamour reimagined: Little Red Book’s luxury camping culture
Emerging Communications on how to utilize WeChat channels.
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WeChat Channels: an essential tool for Western brands in China
Emerging Communications on how Chinese brands are adapting to life post-pandemic.
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Marketing in China post-pandemic: leveraging new social consumption
Emerging Communications on the opportunities awaiting marketers in the Chinese marketplace.
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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.
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The metaverse and the future of Chinese influencer marketing
Emerging Communications on the phenomena of live streaming and how brands can adopt the strategy.
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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.
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A marketer’s guide to overseas property for Chinese high-net-worth individuals
Emerging Communications on how to utilise key opinion consumers.
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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.
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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.
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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