Nick Cakebread on China’s Year in Content Commerce
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- As 2020 draws to a close, Content Commerce Insider has been catching up with leaders in their fields
- Gusto Luxe
- Gusto Collective
- CCI: When the Covid-19 pandemic spread throughout China in early 2020, we saw brands, TV producers, and marketers move their efforts and programming
- onto the cloud
- . Do you feel that this trend is here to stay, or will offline events and marketing get back to normal in 2021?
- Nick Cakebread:
- CCI: What would you say has been the most exciting consumer trend you
- ve seen in China this year?
- Cakebread:
- CCI: Can you tell us about a couple of the biggest success stories for your firm this year and how they came about?
- Cakebread:
- CCI: This year we have seen content-commerce strategies like
- livestreaming e-commerce
- ,
- brand films
- , brand-funded programs, and
- brand collaborations
- proliferate. Do you think these types of strategies are underrated or overrated?
- Cakebread:
- 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?
- Cakebread:
- Xiaohongshu
- Tmall/Taobao
- Baidu
- CCI: Increasingly we
- re seeing
- made-in-China” trends (and apps like TikTok) expand internationally. Which recent trend or trends do you expect to go global in 2021?
- Cakebread:
- 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?
- Cakebread:
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