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Nick Cakebread on China’s Year in Content Commerce

Nick Cakebread on China’s Year in Content Commerce

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  1. As 2020 draws to a close, Content Commerce Insider has been catching up with leaders in their fields
  2. Gusto Luxe
  3. Gusto Collective
  4. CCI: When the Covid-19 pandemic spread throughout China in early 2020, we saw brands, TV producers, and marketers move their efforts and programming
  5. onto the cloud
  6. . Do you feel that this trend is here to stay, or will offline events and marketing get back to normal in 2021?
  7. Nick Cakebread:
  8. CCI: What would you say has been the most exciting consumer trend you
  9. ve seen in China this year?
  10. Cakebread:
  11. CCI: Can you tell us about a couple of the biggest success stories for your firm this year and how they came about?
  12. Cakebread:
  13. CCI: This year we have seen content-commerce strategies like
  14. livestreaming e-commerce
  15. ,
  16. brand films
  17. , brand-funded programs, and
  18. brand collaborations
  19. proliferate. Do you think these types of strategies are underrated or overrated?
  20. Cakebread:
  21. CCI: With the rise of Gen Z as an increasingly powerful consumer demographic, and the decentralized way they consume media (often via short video apps like Douyin/TikTok), what are your thoughts on how brands should approach influencer and peer marketing to reach and influence younger consumers?
  22. Cakebread:
  23. Xiaohongshu
  24. WeChat
  25. Tmall/Taobao
  26. Baidu
  27. CCI: Increasingly we
  28. re seeing
  29. made-in-China” trends (and apps like TikTok) expand internationally. Which recent trend or trends do you expect to go global in 2021?
  30. Cakebread:
  31. Facebook
  32. Instagram
  33. CCI: With the rise of Bilibili, Kuaishou, Pinduoduo, and others, do you have any insights into how WeChat has been evolving to withstand the competition from other platforms?
  34. Cakebread:
  35. Recommended
  36. Dig Deeper

Published December 22, 2020

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