Douyin (TikTok)’s “decentralized” algorithm
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
Douyin’s (TikTok’s) phenomenal success is not just because short videos make it easier to share text and visual information. More importantly, it stems from Douyin’s decentralized algorithm, which strongly motivates every content creator. This is what sets Douyin apart from earlier apps like Weishi, Bilibili, and WeChat Video Channels.
We also believe Douyin’s decentralized algorithm is still in its early stages. In the future, more industries may adopt decentralization to incentivize creators, and the level of “decentralization” will likely become even more advanced. For this reason, I want to write an article introducing Douyin’s decentralized algorithm.
Between 2012 and 2014, ByteDance’s Toutiao was already a highly successful product. At that time, it used an algorithm with logic similar to what Douyin would later adopt.
Toutiao implemented its “decentralized” algorithm by evaluating an article’s quality and recommendation value based on user completion rates:
Completion rate = Number of users who read the article in full ÷ Number of users who viewed the article
(This is similar to a video completion rate.)
The success of Toutiao provided a clear reference and foundation for developing Douyin’s decentralized algorithm.
Background
ByteDance’s first product: Jinri Toutiao (Today’s Headlines)
Jinri Toutiao → Douyin’s decentralized algorithm
Article completion rate → Video completion rate
Ecological principle → Decentralization
Nature’s evolution has no fixed center → Decentralized
“Decentralization” is the opposite of “centralization.”
In a centralized algorithm, one platform/organization decides what you see.
In a decentralized algorithm, users’ choices decide what gets recommended like a market economy instead of a planned economy.
Decentralization Analogy
Centralized Algorithm → Planned Economy
Decentralized Algorithm → Market Economy
Algorithm – Centralized – Decentralized
Economics – Planned economy (prices set centrally) – Market economy (prices set by supply and demand)
What problem does the “decentralized” algorithm aim to solve?
The “decentralized” algorithm mainly solves traffic monopoly.Instead of the platform deciding everything, a fair algorithm lets all creators get a chance to be seen, and lets users “vote” with their actions. This keeps the loop between users, creators, and platform healthy and active.
Comparing Douyin to traditional self-media platforms, we find that it’s not a platform where gaining followers early on guarantees success. Instead, creators need to consistently produce high-quality content to gain traffic. Therefore, whether in the past or present, for new or experienced creators, joining Douyin is fair; it’s never too late, which encourages more creators to join.
Bilibili
Non-followers
Followers
All followers can receive the push / notification
Douyin (Tiktok)
Non-followers
Rely on the data performance of the content itself
Followers
Pushed to followers first, but not every follower will receive it; recommendations still follow the step-by-step “traffic pool” mechanism.
To achieve a “decentralized” recommendation algorithm, the essence is to involve every user in making choices, then collect and compare the data from these choices to arrive at a result. Of course, there isn’t a direct “vote” button for users to click; Douyin (TikTok) indirectly judges user choices by collecting interaction data from content.
Recommendation principle: First, provide initial traffic to the content as a data reference for the next layer of traffic recommendation, and then upgrade layer by layer.
Currently, the recommended traffic for each traffic pool on Douyin is roughly as follows. It’s important to note that there’s still a centralized part to the recommendation process; content that gets featured on trending topics requires manual review to filter out vulgar, politically sensitive, or illegal content.
Douyin Recommendation Algorithm
Initial Traffic Pool (Cold Start)
Provides the first batch of traffic to collect objective data for evaluation
≈ 200–500 impressions
→ Question:
“Is its performance data better than similar videos in this time period?”
Yes → Second-Level Traffic Pool
Evaluate based on the performance data in the second-level pool
→ Question again:
“Is its performance data better than similar videos in this time period?”
Yes → Third-Level Traffic Pool
Evaluate based on the third-level pool data
→ Question again:
“Is its performance data better than similar videos in this time period?”
Yes → Fourth-Level Traffic Pool
Evaluate based on the fourth-level pool data
No → Stop recommending
No → Stop recommending
No → Stop recommending
Review mechanism: from broad → to strict as it moves through the traffic pools.
To compare similar videos in the same period, focus first on watch time, because it matters most. Douyin rewards content that keeps users watching, so use watch time plus other basic metrics to judge performance.
Douyin (Tiktok) Recommendation Algorithm
The Future – decentralized algorithms still have a lot of room for development, mainly in terms of horizontal and vertical integration.
To compare similar videos in the same period, focus first on watch time, because it matters most. Douyin rewards content that keeps users watching, so use watch time plus other basic metrics to judge performance.
Douyin (Tiktok) Recommendation Algorithm
The Future – decentralized algorithms still have a lot of room for development, mainly in terms of horizontal and vertical integration.
In the future, music creation, data storage, finance, and other industries may all be “decentralized.” Or, in other words, areas that are monopolized and have conflicts may be “decentralized.”
Creator income is still allocated by the platform, and we can’t yet measure everyone’s real contribution to pay them perfectly fairly. In the future this may change technologies like blockchain already offer fairer, transparent reward systems, as seen with Bitcoin miners.
What’s clear is that the old era where talent had no stage is ending. With decentralized algorithms, capable people can finally be seen. Douyin (TikTok) is like an amplifier: if you’re truly good, it magnifies you. If you’re just “1,” any power is still 1; but if you’re even slightly better, like 1.1, repeated amplification will show a huge difference. And behind every “one minute on stage” still lies “ten years of practice off stage.”
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
This article breaks down the key paths for B2B success on Xiaohongshu: how to shape your content strategy, set up lead-generation mechanisms, and understand user mindset. The goal is to help you see beyond vanity traffic and focus on growth that’s real, measurable, and sustainable.
In recent years, many traditional B2B companies have started corporate accounts on Xiaohongshu. But a lot of their content completely misses the mark: either it’s funny, click-bait videos that have nothing to do with the product, or it’s dry feature lists and factory tours that no one wants to watch. As someone who has worked on the front lines of B2B new media for years, I can say one thing clearly both extremes are wrong.
At its root, the problem often lies in the fundamental flawed positioning of account operation.
Breaking through a predicament is actually quite simple first ask “why,” then think about “how.”
first thought is always: what is the core objective of this account? Is it to prioritize acquiring sales leads, with follower growth being a bonus? Or is it to focus on brand exposure and follower building, with leads as a secondary objective? This question seems simple, but it directly determines the direction of all subsequent operational strategies, especially the focus of content planning and advertising.
Core Content Strategy: Everything is designed around “guiding target customers to proactively initiate private messages.” The value of the content lies in accurately addressing the pain points of potential customers and showcasing your problem-solving abilities. Views and likes are natural results after reaching the target audience, not primary KPIs.
Content format: In-depth analysis of industry pain points, scenario-based presentation of solutions, popularization of key technologies/knowledge, and previews of high-value materials (white papers, case studies). The focus is on providing enticing questions that you “can’t help but ask”.
Advertising strategy: The advertising targets “private message inquiries” or “lead generation in forms,” precisely targeting industry professionals, relevant interests, and job roles (such as purchasing, engineers, managers, etc.). The core performance indicators are the number of effective leads and cost.
Core Content Strategy: Focus on building industry awareness, enhancing brand influence, and expanding the potential customer base. The content needs broader appeal and wider dissemination, with the goal of letting more people “know who we are and what we’re good at.”
Content format: Industry trend analysis, general knowledge sharing, brand stories/culture showcase (authentic and credible), and industry-related analysis incorporating current events. Engaging and entertaining elements are given higher weight under this objective, but must maintain a professional image.
Campaign Strategy: The campaign targets “note views,” “follower engagement,” or “likes and interactions,” with a broader targeting scope covering the industry and related demographics. Key performance indicators are exposure, follower growth rate, and interaction cost.
The truth about B2B: Number of fans ≠ Number of customers!
For B2B brands, a few hundred real industry followers are worth more than tens of thousands of casual fans. One qualified lead who Direct Messages you is far more valuable than a random like.
Once the goal is clear, the direction of the content becomes much clearer.
There are three reasons:
The three core directions of altruistic practical tips:
The “fun” aspect of B2B is not simply about blindly copying or skirting the edges of entertainment from C2C. Its core lies in making professional content more easily accepted and remembered!
Therefore, while ensuring core values are protected, we can try:
For B2B content to truly “hit the mark,” there is another crucial obstacle that must be overcome: a complex decision-making chain.
No matter how good the content is, it’s all for nothing if you don’t identify your target audience (role) and their true concerns. B2B procurement decisions involve multiple levels of roles, each with fundamentally different core concerns:
When you create content, aim it at a specific role – for example, “3 Cost-Saving Tips for Factory Owners.” You can also split one topic into different angles, like one post for bosses (saving money, reducing risk) and another for operators (working more efficiently), so your insights match each stage of the decision-making chain.
To achieve precise targeting and penetrate complex decision-making chains, continuous data-driven analysis and competitor learning are essential. The core value of B2B operations lies in conversion; therefore, data analysis must go beyond superficial metrics like views and likes, focusing on core conversion indicators strongly correlated with business objectives.
At the same time, conduct in-depth research on competitors’ content strategies, interaction patterns, and effects on Xiaohongshu (if any traceable), to identify your own differentiated foothold and room for optimization.
Immerse yourself deeply in the business : What are the core advantages of the product? Who exactly are the target customers (segmented customer profiles)? What are their core pain points and decision-making concerns? In which scenarios would they need you?
Thorough research: Analyze what your competitors are doing on Xiaohongshu and how effective they are. Find your differentiated foothold.
Data Monitoring: Focus on core metrics. If the goal is leads, relentlessly target effective private messages/forms, lead conversion rates, and precise fan profiles. If the goal is brand awareness, focus on readership, engagement rates, and the quality of fan growth within the target audience. Use data to guide iterative optimization.
Value proposition: Constantly ask yourself, is this content truly valuable to the target audience? Does it solve their specific problems or provide new insights? Does it clearly guide them to the next step?
Traditional B2B companies on Xiaohongshu shouldn’t chase vanity metrics like views and likes.
First, define your position clearly, the real goal is high-quality leads. Focus on practical, problem-solving content that shows your expertise, target the key decision-makers, and use clear hooks or CTAs to get them to reach out. With limited resources, delivering real value plus a bit of engaging, “vivid” storytelling is the most effective strategy.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
From Douyin’s deep-learning behavior prediction, to Xiaohongshu’s CES-driven community logic, and Video Account’s social-powered distribution, each platform represents a distinct ecosystem shaped by technology, user intent, and social context.
This article breaks down how these three major players analyze text, images, and interactions to drive content exposure revealing the mechanisms behind what makes a post go viral, stay relevant, or quietly fade into the algorithmic void.
Douyin uses a deep learning model + decentralized recommendation mechanism to predict user behavior through neural networks.
Douyin’s content distribution process is mainly divided into three stages:
1. Video Review Stage
Before going live, every video passes AI screening for voice, subtitles, and visuals. The system filters out violations like copyright issues, vulgar or misleading content. Once cleared, it enters the cold-start phase – shown to 200 – 500 initial viewers.
2. Algorithm recommendation stage
Through multimodal feature recognition technology, in-depth analysis of video content
The platform uses a “scoring mechanism” to judge the subsequent recommendations of the video, and comprehensively calculates user behavior indicators such as completion rate, like rate, comment rate, and forwarding rate. Douyin’s recommendation algorithm no longer relies on labeling content and users. Instead, it directly predicts user behavior through neural networks and calculates the total value users gain from watching content.
3. Traffic Allocation Mechanism
Douyin’s algorithm avoids repetitive AIGC (AI-generated Content) content by mixing diverse videos in your feed.
It also uses multi-interest recall – analyzing watch time, search history, and comments to uncover your hidden interests, not just the obvious ones.
Xiaohongshu’s recommendation algorithm is based on the CES score (community engagement score)
Adopting a two-way matching mechanism of “content tags + user tags“
The CES scoring formula is: CES = number of likes (1 point) + number of favorites (1 point) + number of comments (4 points) + number of reposts (4 points) + number of followers (8 points)
Content recognition process:
On Xiaohongshu, engagement is everything.
Likes, comments, and saves determine whether your post reaches 10K, 100K, or even 1M users.
Because the platform has a long recall cycle, even posts from months ago can resurface – so focus on quality visuals, useful content, and strong keywords to keep your post discoverable through search.
The recommendation algorithm of WeChat Channels is fundamentally different from that of Douyin, Kuaishou and other platforms. Its core logic is “private domain traffic leverages public domain traffic”. The content weight is the lowest among the three major platforms, accounting for about 50%, while the social relationship chain weight is relatively high.
Recommendation mechanism:
Content review process:
WeChat Video Rules & Traffic
WeChat Video enforces stricter checks on live content – banning recorded streams, fake info, and low interaction.
The ranking weight of content scores is: completion rate > number of likes > number of comments > number of clicks on extended links > number of reposts > number of favorites.
Douyin: Sub-word Segmentation and Deep Semantic Understanding
Douyin’s text NLP processing uses subword segmentation technology, mainly based on the following methods:
Xiaohongshu’s Keyword Strategy
Xiaohongshu focuses on keyword placement and search optimization. It uses a dictionary-based segmentation algorithm and follows the “70% long-tail keyword rule” to boost discoverability. Tags combine manual inputs with NLP extraction, adjusting recommendations in real time based on user behavior.
WeChat Video: Smart Tagging System
For video content detection, AI will combine text (subtitles, titles, video introductions) with NLP word splitting. For example, “Shanghai Oriental Pearl Tower” will be split into two sets of words: “Shanghai” and “Oriental Pearl Tower”. Images (covers) and features of the cover, such as faces and clothing, are all detection targets. Sound effects (background music), video images (frame detection) and other multimodal features are used for compliance review.
Generative AI model applications: such as S-YOLO V5 and Vision Transformer models for video content description generation, combined with attention mechanisms to enhance keyframe recognition and improve text generation quality.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
In Part 1, we unpacked why co-branding became one of the hottest plays in China’s marketing landscape. especially insight 04, “In the era of fragmented small screens, blockbuster films and TV series remain key cultural forces” this second part shifts from “what happened” to “how to play”, breaking down concrete strategies, platform tactics, and real cases to help brands navigate cross-border collaborations more confidently and effectively in the Chinese market.
With engaging stories and beloved characters, film and television dominate popular culture. Brand collaborations with these productions can harness their influence to refresh brand image and boost visibility.
At the start of 2024, Wong Kar-wai’s drama “Blossoms” became a viral sensation. Inspired by Lingzi’s character, Prada released a collaborative collection featuring tie-dye print dresses, orange mohair coats, and more.
In October 2024, MINISO teamed up with Harry Potter to launch a themed collaboration.
The Shanghai Huaihai Middle Road flagship store was transformed into a wizarding world, featuring a replica of Platform 9¾ and cosplayers dressed as iconic characters. Products were displayed by Hogwarts houses, and the co-branded collection achieved over 360,000 yuan in first-day sales with Harry Potter items accounting for nearly 80%.
On November 15, 2024, Molly Tea and Eternal Night Galaxy launched a collaboration event. Four limited-edition bottled drinks were released: Peach Laotie, Yikou Laotie, Jasmine Milk White, and Gardenia Milk White. Also included were co-branded acrylic stands, scented cards, and other peripherals.
The popularity of films and TV series helps brands quickly boost awareness, attract consumers, and naturally convey their values through storylines and scenes.
Brand collaborations in film and television often take three main forms: plot integration, co-branded limited products, and themed events.
For example, in “Nothing But Thirty”, characters frequently drink Jiang Xiaobai, seamlessly linking the brand to the plot and leaving a lasting impression on viewers. This subtle integration communicates brand messages without disrupting the viewing experience.
Co-branded products are another key approach. Naixue collaborated with Dream of the Red Chamber to launch the “Dominating Oriental Pomegranate” drink and themed snack set, attracting fans and creating new consumer trends while enhancing the show’s cultural value.
Similarly, content-rich IPs like anime and games often expand into themed stores, offering immersive experiences where consumers can enjoy settings inspired by the show and purchase exclusive collaborative products.
As consumer demand evolves, the fusion of brands and cultural tourism is emerging as a new business trend. When a brand’s unique identity meets the rich heritage of cultural destinations, it creates a distinctive cross-border experience that connects culture, commerce, and everyday life.
On January 8, 2024, Heytea and Nanjing Hongshan Forest Zoo launched their 2.0 collaboration. Focusing on the theme of “Happiness at the Zoo,” Heytea introduced the new “Little Milk Mo” product, inspired by Koala Jasmine, Dudu, and Almond, along with co-branded beverage cups, paper bags, plush badges, plush bags, and other accessories.
In August 2024, “Love and Producer” and Nanjing Ronghua launched a special intangible cultural heritage linkage event.
On March 25, 2024, Caitang held its “Guan Yi” launch event at the Summer Palace, live-streaming the event in Caitang’s Tmall Super Brand Day livestream studio. Brand founder Tang Yi, brand ambassador Chen Duling, and several celebrity makeup artists attended the event, unveiling the “Green Mountains and Green Waters Makeup” campaign.
When brands collaborate with local cultural tourism, the key lies in blending brand identity with cultural storytelling.
For instance, Bosideng partnered with Hebin to produce a promotional video highlighting the history and beauty of Hagia Sophia, merging brand elements with local culture to create a win-win effect.
Brands can also support intangible cultural heritage. Anta worked with the Quanzhou String Puppetry project to host interactive workshops, reinforcing its social responsibility.
Similarly, Huaxizi drew inspiration from Suzhou embroidery, launching a limited “A Hundred Birds Paying Homage to the Phoenix” collection that fuses traditional craftsmanship with modern beauty aesthetics turning cultural heritage into a bridge for brand storytelling and market expansion.
now finding partners and embarking on a collaborative journey, with fitness and food collaborating, and trendy toys and jewelry joining forces. These combinations are like opening a blind box, always offering unexpected surprises.
Eleme and Keep launched a joint campaign in March 2024 titled “Don’t use Keep one thing, use Eleme another.” During the campaign, there was a “50% off Friday, 50% off fat” challenge. Users who completed designated courses on Keep and logged in to the Ele.me app were eligible to receive a joint medal.
In December 2024, Pop Mart and Chow Sang Sang launched a joint campaign themed “Traveling Through Dreams.” The two parties unveiled six themed 100% gold pendants and a charme beaded collection, blending Pop Mart’s popular IP with traditional gold culture.
From May 17th to 21st, 2024, jellycat and The Beast will open the world’s first pop-up joint flower shop in Taikoo Li Sanlitun, Beijing. Limited-time products include bouquets and fun potted plants for the 520 anniversary sale, expressing love through the “rose + doll” format.
Brand-to-brand collaborations are, in essence, creative partnerships between distinct IPs.
Take Jellycat × The Beast blending Jellycat’s soft charm with The Beast’s romantic flair to create a heartwarming experience. Such co-creations merge brand identities, spark fresh demand, attract new audiences, and expand market reach.
Ultimately, every collaboration is like a vibrant party full of surprises, creativity, and endless possibilities for something extraordinary.
Behind every remarkable 2024 case in China lies more than sales growth; it’s about elevating brand culture and sparking meaningful conversations. As Philip Kotler said, “Real advertising isn’t making ads it’s getting people to talk about your brand.”
The same applies to co-branding: powerful collaborations create stories, ignite discussions, and expand audiences.
Building a brand is like shaping a mountain, it takes time, effort, and vision. But those who dare to cross boundaries and innovate will keep fueling the business world with fresh energy and lasting impact.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
In 2024, co-branding became one of the hottest buzzwords in marketing in China. From gaming and art to animation, film, and pop culture brands everywhere are teaming up to create collaborations that grab attention and break boundaries.
This article takes a closer look at 30 standout co-branding success stories, revealing how cross-border marketing has evolved into a powerful way to engage audiences, build emotional connections, and create viral moments across platforms.
We’ll explore six key collaboration fields gaming, art, animation, film, culture & tourism, and brand ambassadors to uncover what makes these partnerships work.
Whether you’re a marketer, creator, or simply a brand enthusiast, this article aims to spark ideas and offer practical insights to help you “play smarter” in the world of cross-border marketing in China.
When co-branding became one of the hottest buzzwords in marketing in 2024 in China, it kicked off a wave of creative, cross-industry collaborations that took the market by storm.
From Luckin Coffee’s epic partnership with “Black Myth: Wukong,” which blended the thrill of gaming with the comfort of coffee, to Heytea’s collaboration with legendary artist Yayoi Kusama, turning her signature polka dots into a bold new fashion statement for tea lovers, these crossovers redefined how brands connect with consumers.
In 2024 has truly been the year of brand collaborations in China. But which ones stood out and set new benchmarks for success?
In this feature, Marketing highlights some of the most talked-about co-branding cases across six dynamic fields gaming, art, animation, film & television, cultural tourism, and brand ambassadors offering insights into how cross-border creativity is reshaping modern marketing.
In today’s world where business and entertainment are deeply intertwined, brand game collaborations have become one of the most exciting and powerful marketing trends.
They go far beyond traditional advertising turning brand messages into interactive, story-driven experiences that people actually want to engage with. By blending brand identity with the fun and immersion of gaming, both sides unlock new ways to grow, connect with audiences, and create unforgettable moments.
Black Myth: Wukong, the undisputed top-grossing domestic game of 2024, launched a collaboration with Luckin Coffee on August 19, 2024, launching the “Black Myth Tengyun Americano.
On March 13, 2024, Heytea launched a joint event with the game “Light and Night,” themed “Pure White Promise, Joyful Love.” Heytea launched customized drinks based on the personality traits and representative colors of the five male protagonists in the game, such as the Golden Phoenix Tea King for Xiao Yi.
From August 15 to September 8, 2024, Against the Cold and Pizza Hut launched a nationwide collaboration. Players who purchased the collaboration package received a code to redeem a game gift pack, including exquisite waist ornaments, headwear, fun action figures, and more.
In December 2024, the joint event between ChaPada and League of Legends was exciting. First, it collaborated with the popular contestant The Shy to launch a limited set meal, including drinks such as strawberry milk jelly.
From December 4 to 31, 2024, McDonald’s is collaborating with “Zero Zone.” The “Legendary Rope Master Power-Up Meal” features dishes like spicy street-style braised thin-skinned crispy chicken. Purchases of the meal will receive themed merchandise and a virtual game pack.
On January 1, 2025, Ninebot and Eggy Party officially announced a strategic partnership. The two parties will launch a co-branded Ninebot Q-series electric vehicle and related peripherals. Cute elements from the game will be incorporated into the Ninebot app. During the Spring Festival, the game will launch exclusive maps and other gameplay features. Multiple offline themed events will also be held throughout 2025.
Brand–game collaborations can usually be approached from two main angles:
From the brand side:
Brands can bring game characters or elements into their promotions creating limited-edition merchandise, themed packaging, or even concept stores inspired by popular games. Simple touches like in-store decorations, themed activities, or fun interactions with staff can instantly attract gamers and enhance the shopping experience.
From the game side:
Games often launch limited-time brand events, like Haidilao × Egg Party or KFC × Naraka: Bladepoint, where players can unlock special costumes or in-game items by purchasing branded sets or completing event challenges.
This two-way collaboration allows both sides to connect with audiences in creative ways – driving engagement online and offline while expanding their fan communities.
As consumers increasingly seek individuality and quality, collaborations between brands and art IPs have become a powerful trend blending creativity, culture, and style.
When a brand’s innovation meets the depth and imagination of an artist, magic happens.
On November 7, 2024, Heytea teamed up with world-renowned artist Yayoi Kusama to launch the “Add a Little Pop to the World” campaign. The collaboration introduced seven flavors of the Bobo Tea series, featuring Kusama’s signature artistic packaging and collectible items like metal charms and mugs.
On November 29, 2024, Bawang Chaji collaborated with the “Meet Van Gogh” exhibition. Inspired by Van Gogh’s masterpiece “The Harvest in Provence,” we’ve launched the new winter product “Sunny Mountain Valley” and new Van Gogh wheat field-themed packaging, including paper cups and paper bags. We also offer art frames, refrigerator magnets, themed postcards, and other accessories.
From November 9th to 13th, 2024, Jasmine Milk White partnered with the “From Women – Her Art Exhibition” to launch a limited-edition collaboration series. The campaign introduced two new drinks Peach Old Tie and Yikou Old Tie with refreshed packaging. It also launched three “New Interpretations of the Character 女” amulets, reimagining the Chinese characters for “woman,” “mother,” and “婙” to celebrate modern femininity and the positive power of wome
On December 31, 2024, Jasmine Milk White and the “Intimate Audrey Hepburn” exhibition jointly launched the “Dear Holiday” New Year’s Eve event. Inspired by “Roman Holiday”, a co-branded package was launched, including a package containing drinks, acrylic ticket stubs, pearl sachets, etc., as well as a peripheral ticket package.
As the pan-entertainment industry thrives, collaborations between brands and animation IPs are opening new business frontiers. With rich creativity, memorable characters, and loyal fanbases, animation has become a key force for brands to expand their reach.
On April 8, 2024, MINISO and Chiikawa launched a joint promotion. They launched peripheral products such as plush dolls, pendants, bags, and daily necessities, and also held themed flash events. For example, the first event at Shanghai Jing’an Joy City generated sales of 2.68 million yuan in just 10 hours.
The joint event between Nayuki’s Tea and Cardcaptor Sakura was launched simultaneously in all stores in mainland China on December 19, 2024. It launched a series of domineering red apple cherry drinks and baked products such as Sakura & Tomoyo cherry cakes, cherry magic wands, and Star Baby.
For the 2024 Lunar New Year, Gu Ming and Tian Guan Ci Fu launched a collaboration. The event featured limited-edition Light Milk Tea drinks, such as Qianli Mushanhong. Purchases also included customized co-branded merchandise, including stickers, transparent cards, badges, and card holders.
On December 6, 2024, KFC launched a joint promotion with “Jujutsu Kaisen.” They offered combo packs like the “Jujutsu Kaisen Friends Reunion Bucket” and the “Jujutsu Kaisen Delicious Expansion Bucket.” Purchases of these combos included a fluorescent laser collector’s card, a collector’s card holder, a Prison Gate grating card, laser stickers, a shaker, and other perks.
Today, Anime IPs have become powerful drivers for brands, as seen in the booming merchandise and tea beverage markets. Collaborating with anime allows brands to use character imagery on packaging like Naixue x Hatsune Miku to instantly capture fan attention, boost brand appeal, and drive sales.
Frequent anime collaborations also make brands appear more youthful and trendy. Beyond products, offline engagement is another key channel in the two-dimensional economy from co-branded merchandise to themed pop-up stores at comic exhibitions.
For example, KFC teamed up with Genshin Impact to create themed restaurants, where fans could enjoy game-inspired decor and exclusive items with their meals. Online discussions and raffles on platforms like Weibo and Xiaohongshu amplified the campaign’s reach, merging online buzz with offline experiences.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
In Xiaohongshu’s fiercely competitive content ecosystem, the conversion rate of marketing posts has become the ultimate deciding factor between a brand’s success or failure.
This article takes a deep dive into Xiaohongshu’s traffic logic and user behavior, revealing the four key strategies behind creating high-ROI content that truly drives results:
1. Content Creation – Craft stories that connect emotionally and spark user curiosity.
2. Material Design – Make visuals that stop the scroll and communicate your brand’s value.
3. Account Matrix Building – Build a network of interlinked accounts to amplify your reach.
4. Precise SEO Layout – Master keyword placement and tagging to reach the right audience efficiently.
With the right balance of creativity, structure, and strategy, your Xiaohongshu posts can do more than just get views, they can convert attention into real revenue.
Is it because your content isn’t engaging enough, or your promotion strategy is off track?
While some brands struggle with posts that get views but no sales, others have mastered the art of creating posts that go viral and sell out at the same time, a phenomenon known as “Double Explosion”, where both brand awareness and conversions soar together.
How can you make your sales posts truly catch eyes and convert efficiently?
How can you turn your notes into a sales-generating machine with consistently high ROI?
The secret is simple use the right strategy, and align it perfectly with how Xiaohongshu’s ecosystem works.
Here’s how brands can achieve high ROI and real impact on Xiaohongshu through four strategic dimensions
1.Content Creation Understand your audience and their pain points.
Craft stories and insights that connect emotionally and make users feel understood.
2. Visual & Material Design Design scroll-stopping covers that instantly attract attention.
Use colors, layouts, and visuals that express your product’s value and match your brand tone.
3. Account Matrix Strategy Don’t rely on just one main account.
Build a content ecosystem including review accounts, real-user sharing, and educational content pages to strengthen overall exposure and trust.
4. Precise SEO Layout Use keywords strategically in your titles, captions, and hashtags
so Xiaohongshu’s algorithm can accurately push your posts to the most relevant audience.
>> When great content, smart strategy, and clear SEO structure come together,
your posts won’t just be seen – they’ll be bought, shared, and remember
Xiaohongshu users naturally resist hard-sell advertising. That’s why brands need to win them over with “soft content” that feels genuine and relatable.
The secret to a high-ROI post lies in one thing.
Does your content truly hit users’ pain points and spark emotional resonance?
Here are four proven ways to create viral, high-converting notes.
1. Use Real Customer Feedback — Build Trust
Users trust real experiences far more than brand self-promotion.
Avoid sounding too commercial; let authentic feedback speak for you.
2. Integrate Products Into Real-Life Scenarios
Show how your product fits naturally into users’ daily lives.
The more specific and realistic the scenario, the stronger the emotional connection.
3. Solve Pain Points Directly — Make Users Think “I Need This!”
Most Xiaohongshu users search with a specific problem in mind.
Your job is to pinpoint their exact pain point and provide a clear, credible solution.
4. Encourage Interaction — Spark Engagement That Boosts Reach
Interactive posts attract both attention and algorithmic favor.
Encourage users to comment through simple, fun questions or polls not complex or forced ones.
In short:
Understand pain points → Fit into real life → Communicate authentically → Encourage participation.
That’s how you turn your Xiaohongshu post from “just visible” to “truly irresistible.”
On Xiaohongshu, visuals are the true driving force behind every post.
Users scroll at lightning speed and whether you can capture attention within one second determines if your note will take off or flop.
High-quality visuals don’t just need to look good
they need to feel real, building trust and making users comfortable enough to hit “add to cart.”
Avoid the three deadly sins of ineffective covers
1. Too Commercial:
If your cover screams “advertisement,” users will instantly swipe away.
2. No Focus:
Overly cluttered images confuse users, they don’t know what to look at or what you’re trying to say.
3. Cookie-Cutter Visuals:
Copy-paste product shots or overused templates make your content blend into the crowd.
Xiaohongshu users have very high standards for image quality.
Blurry, dark, or overly filtered photos are instant turn-offs and the algorithm may even suppress them.
Your images should have a consistent, recognizable visual style that helps users remember your brand.
Here’s what great visuals need:
Xiaohongshu users crave realness.
Overly polished or “too perfect” content feels fake and they’ll scroll past it without hesitation.
Instead, embrace authentic imperfections.
Show little details a slightly used product, a real hand applying cream, a bit of texture.
These subtle imperfections make your post feel more human and trustworthy.
In short:
Combine visual impact with authentic storytelling.
When your images catch the eye and feel real, users won’t just look
they’ll believe, connect, and buy.
Many start-up brands struggle with limited budgets for influencer marketing on Xiaohongshu.
But the truth is you don’t need big-name KOLs to get results.
No matter how much you can spend, there’s always a strategy that fits.
One of the most effective methods is the “Matrix Strategy”
building multiple accounts that work together to expand reach and boost conversions.
Each account plays a different role, publishing different types of content to target different audiences creating a powerful ecosystem that maximizes visibility and drives steady growth.
1. Product Direct-Shot Content
Best for visually appealing products with quick purchase decisions.
Showcase multiple product images or short videos in batches to spark instant sales.
2. Real-Person Demonstrations
Ideal for products that need to be worn, tried, or tested.
Use real-life photos or videos to show actual results and build user confidence.
3. Expert or Influencer Reposts
Re-edit and republish videos or livestream clips from your partnered influencers.
This adds authority and reinforces your brand’s credibility.
5. Recreated Viral Notes
Take inspiration from trending posts — rewrite or reinterpret them from new angles,
then republish across different Matrix accounts to keep the buzz alive and extend exposure.
>> By assigning clear roles and content strategies to each account,brands can multiply exposure, boost conversions, and build long-term, sustainable growth — all without depending on a massive ad budget.
In previous discussions, we talked about Xiaohongshu’s traffic algorithm and one key fact stands out: search is the core behavior of Xiaohongshu users.
The platform matches user search queries with related posts, then pushes those posts to users’ feeds.
This means that over 65% of Xiaohongshu’s total traffic comes from search.
So, if you want your notes to attract more views and drive conversions, you must master the art of precise keyword placement.
1. Review Collections: Posts comparing multiple products or sharing honest reviews.
2. Demand-Driven Scenarios: Posts built around real-life problems or needs that spark user curiosity and engagement.
Steal Competitor Keywords
Use your competitors’ brand names or keywords within your review or comparison posts.
Highlight features such as “more affordable” or “better results” to attract their audience.
Leverage High-Demand Scenario Keywords
Create notes around real user pain points and provide actionable solutions.
In short:
The secret behind Xiaohongshu’s conversion power isn’t luck — it’s logic.
Once you understand how the platform’s search algorithm works and use it strategically, your posts can achieve a true leap in both visibility and sales.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
This article offers a practical deep dive into collaborative marketing for premium products across Bilibili, Zhihu, Xiaohongshu, Douyin, and niche media. Drawing on real brand experience, it covers user insights, platform strategies, hands-on methods, and pitfalls to avoid showing how to drive brand and product growth through precise positioning, co-created content, and user engagement. More than just a marketing guide, it’s a practical playbook for navigating China’s multi-platform ecosystem with confidence.
Core Goals of This Article:
1. Build Core Products to Strengthen the Brand – Focus resources to create star products that not only drive sales but also shape brand authority and leadership, instead of just serving e-commerce GMV.
2. Leverage Bestsellers to Boost Growth – Use hot-selling products to launch new ones and capture traffic during major campaigns like 618 and Double 11, testing the brand’s ability to manage its product portfolio and marketing rhythm.
3. Reach Rigid and Flexible Demand Users – Identify customers with clear needs and those influenced by lifestyle scenarios, engage them with valuable content, and guide both groups toward purchase decisions for long-term growth.
Collaborative Marketing Strategy for Future Brands
1. User Education: Are product issues caused by design flaws, or by brands failing to activate and match users’ hidden needs in real-life scenarios?
2. Trust Gap: In an environment of information imbalance and negative noise, how can mid-to-high-end brands move beyond self-promotion and build genuine consumer trust?
3. Price vs. Value: What is the real core value of mid-to-high-end small appliances, and how can brands help users recognize and pay for that value instead of simply choosing the cheapest option?
4. Long Decision Cycles : At key decision points, how can brands move from passively waiting to actively creating value offering support and services that go beyond user expectations?
4 modules >> User Insights, Platform Insights & Strategy, Practical Plans by Platform, and Methodology to show how we achieved marketing synergy for three brands at different stages.
User Insights: Understanding the Decision Journey
The purchase journey is long. Users have different needs at each stage, gather information, form opinions, engage on various platforms, and eventually make a purchase.
To make collaborative brand marketing effective, we must deeply understand the user lifecycle and the unique mindset and content ecosystem of each platform. This enables smooth information flow, gradually builds user trust, reflects brand value, and drives coordinated growth in quality (brand building), impact (mental influence), and sales (conversion).
Bilibili Strategy
Brand marketing on Bilibili should shift from simply promoting technical specs to connecting personalized technology with real-life value through a content matrix. Users want engaging, relatable insights showing how products can truly improve life, not just cold data or exaggerated comparisons.
The strategy uses in-depth content and expert insights to build user confidence in product quality and technology.
A structured content matrix is applied, including:
This approach boosts search rankings, maximizes engagement, and positions Bilibili content especially influencer reviews and official technical explanations as a key reference before purchase, while efficiently driving purchase intent through Blue Link and other tools.
Xiaohongshu strategy:
Most brands on Xiaohongshu post repetitive content like comparisons, reviews, staged scenes, or false alerts, which looks low-quality and fails to build brand image or influence.
For mid- to high-end appliances, Xiaohongshu should go beyond showcasing home aesthetics and become a platform for ideal lifestyle solutions and high-value word-of-mouth marketing. The goal is to integrate with users’ lifestyles, enhance quality of life, and inspire desire for ownership.
The core strategy focuses on: “scenario examples” and “reverse communication”:
For in-depth marketing, teams engage users through activities like lifestyle proposals, boosting high-quality note collection (user recognition of lifestyle and product value) and effective engagement (deep discussions and genuine comments).
In the content-to-conversion matrix, structured SEO across images, text, videos, and live streams, along with upgraded link functions, improves click-through rates and conversion efficiency on both Official Mall and external e-commerce platforms.
product value) and the effective engagement rate (in-depth discussions and genuine consultations in the comment section).
In terms of the content-influenced conversion matrix, we structurally optimized the platform’s SEO through various forms such as pictures, texts, videos, and live broadcasts. Based on the upgrade of some link functions on the Xiaohongshu platform, we also took targeted actions to improve the accurate jump rate and final conversion efficiency of the official mall and external e-commerce platforms.
TikTok or Douyin strategy:
The strategic goal on Douyin is to shift from traditional function-based triggers to immediate purchase decisions driven by value resonance. Content should quickly convey core product value through strong emotional impact or precise problem-solving, making users feel, “This is it, I want it now.”
Key tactics include:
Overall, the strategy optimizes short-video engagement metrics (completion, likes, comments, shares, saves), increases average watch time, interaction, and live conversion rates, and uses tools like Douyin Mall, Brand Showcase, and Blue Word to shorten the user journey from awareness to purchase.
Zhihu Strategy:
Zhihu is not only an authoritative platform for expert answers, but also a key advisory channel for mid- to high-end brands, providing in-depth category knowledge and helping high-intent users make informed decisions. The goal is to establish the perception that “this brand knows the most about XX technology” through professional, objective, and insightful content.
Core tactics include:
Strategic objectives:
This is a long-term content investment to strengthen brand authority and product credibility.
Why develop broad and deep content for vertical media?
It creates a linked system of content production, distribution, and verification across platforms.
Overall importance: Vertical media sets a neutral, professional, and positive tone, creating a credibility foundation, guiding public opinion, reducing negative risks, and improving overall marketing effectiveness.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
Micro-dramas are becoming a new traffic entry point. The influx of new Chinese players enriches content supply, expands the market, and brings a new content carrier for brand marketing.
Micro-dramas, with their rich content, storytelling, and emotional appeal, have become a new form of internet entertainment content. According to CNNIC data, as of December 2024, the number of micro-drama users in China reached 662 million, accounting for 59.7% of total internet users.
As a new force in short video content, micro-dramas offer new vitality for brand marketing. For advertisers, micro-dramas offer broader reach and higher conversion by integrating brand content into storytelling such as brand placements, co-productions, influencer partnerships, and brand-owned dramas.
Data shows that in 2024, brand co-produced/self-produced micro-dramas account for 39% highlighting the increasing control brands want over narrative and consumer perception.
Brand Placement
Brands appear in third-party micro-dramas through product placement, scene integration, etc.
Brand Co-Production
Brands participate in co-creating micro-dramas, usually in collaboration with MCNs, KOLs, or production teams.
Brand-Owned Dramas
Brands fully produce and control their own micro-dramas, integrating brand values, messaging, and storytelling tailored to Chinese consumer behavior.
| Year | Brand Placement | Co-Production + Brand-Owned | Self-Owned Only |
|---|---|---|---|
| 2022 | 81% | 19% | 0% |
| 2023 | 53% | 47% | 0% |
| 2024 | 40% | 50% | 10% |
🎬 Micro-Dramas = The New Weapon for Brand Marketing in China
By 2024, 662 million Chinese netizens are watching micro-dramas — over 59% of all internet users!
From brand placement to co-production and now brand-owned dramas, brands are shifting from passive exposure to full storytelling control.
📊 In 2022, only 19% of brands co-produced micro-dramas.
👉 In 2024, 60% are now co-producing or creating their own.
✅ Why it matters?
Micro-dramas combine entertainment + product integration and are proven to boost awareness, emotional connection, and conversions.
🔍 Still using traditional ads? It’s time to script your brand into the next viral hit.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
By leveraging the power of content and scenarios, brands are shifting from merely meeting Chinese consumer needs to actively stimulating demand.
Scenario-based marketing is the inevitable result for brands seeking growth in the era of traffic saturation.
As content becomes the main driver of Chinese consumer attention and engagement, more Chinese users are willing to share and express themselves, and more lifestyle-based content is being discovered. Short-form video content on social platforms has become an essential source of traffic after e-commerce platforms. As traffic competition intensifies, scenario-based “seeding” (recommendation) based on real-life settings becomes a new way for brands to drive growth.
Compared to traditional advertising, this method triggers users’ latent needs and continuously stimulates their interest in specific contexts, offering more opportunities and possibilities for brands. By embedding products into well-crafted scenarios and aligning with the Chinese user’s decision-making journey, brands can influence purchasing intent more naturally and subtly. Through this immersive integration into daily life, brands can gain a head start in the competition for Chinese consumer attention and desire.
🟩 Omnichannel Coverage & Coordination
Integrate Chinese e-commerce platforms, social media, IoT devices, and physical retail stores to achieve seamless coverage of social and lifestyle scenarios and enable natural integration into different contexts.
🟩 Data-Driven Scenario Precision
Utilize comprehensive Chinese user media behavior and consumption data to create detailed user portraits. Based on location, time, weather, and other factors, apply scenario-matching algorithms to deliver relevant content in real time.
🟩 Immersive & Personalized Experiences
Leverage AR/VR technologies to enhance Chinese user immersion and interactivity. Use algorithmic modeling to simulate “in-person” experiences and match personalized content to user needs within specific scenarios.
🟩 Socialization & Viral Transmission
Rely on the interactive nature of Chinese social media while empowering user-generated content (UGC) to drive viral dissemination forming a pathway of
“social → consumption → transmission.”
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
In today’s fast-changing digital world, content is king—but producing it at scale and speed has always been a challenge. Enter AIGC (AI-Generated Content), the game-changing technology that’s transforming digital marketing. With faster creation, lower costs, and smarter personalization, AIGC is no longer just a tool—it’s the new engine driving creativity and results.
AI-Generated Content: Technology that uses AI to create content such as ads, articles, videos, etc.
AIGC or AI-Generated Content technology, is rapidly transforming the digital marketing landscape. With lower costs and easier usability, more and more businesses are adopting it.
AIGC is no longer just a “ tool ” it has become an integral part of the workflow, enabling faster and more targeted ad creation. It also supports personalized marketing strategies.
✅ Easier to use
💸 Lower production costs
⏱ Fast content creation
🎯 More targeted marketing
🤖 Supports personalized marketing
According to a survey, 85.7% of consumers have used or are familiar with AI, and 97.8% are aware of AI-driven marketing. This shows that the public is becoming more receptive to this technology, opening up new opportunities for the future of marketing.
🧍♂️ 85.7% have used or are familiar with AI
📣 97.8% are aware of AI-driven marketing
Consumers are becoming more open to AI
> New opportunities for brands and marketers
> Ready to embrace tech-powered marketing
AIGC is not the future – it’s the present of digital marketing.
Diversified Ecosystem Development
As digital content integrates more deeply with various industries, new demands for intelligent content emerge. This drives cross-industry ecosystem growth and stimulates new market sectors centered around digital content.
Content Production Innovation
AIGC helps users transform abstract ideas or requests into concrete content forms. This improves content efficiency and creativity, enabling large-scale production of digitized and creative marketing content.
Enhanced Media Capabilities
With technological advancements, internet media platforms can now automatically deliver ads, improving intelligent distribution and media monetization. AIGC empowers media platforms to upgrade their capabilities and deliver more effective, targeted digital marketing solutions.
Service Provider Empowerment
As AIGC becomes more integrated with service providers, it not only enhances efficiency and cost-effectiveness for marketing execution but also enables providers to expand service scope and support enterprises in developing internal content capabilities.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Douyin (TikTok)’s smart, personalized algorithm that delivers content uniquely for each user.
As Xiaohongshu traffic keeps exploding, more and more B2B brands are jumping onto the platform. But the real challenge isn’t just “getting more views” anymore it’s how to balance brand building with real lead generation.
In China’s rapidly evolving short-video landscape, understanding how each platform recommends and reviews content is key to mastering visibility and engagement.
While Douyin (Tiktok), Xiaohongshu, and WeChat Video may all share the goal of connecting creators with audiences, their underlying algorithms and traffic systems operate very differently.
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Influencer (KOL/KOC) Marketing
Xiaohongshu (Redbook) Marketing