In today’s digital era—where every second counts and consumers expect instant, personalized answers—artificial intelligence (AI) is redefining the rules of online communication. Indeed, AI and marketing seem to have become increasingly intertwined in recent years.  Once at the heart of all human interactions with communities, community managers now share their role with powerful AI tools that automate, assist, and sometimes replace some of their responsibilities. But how is this transformation unfolding in practice? What are its benefits, limitations, and implications for brands, users, and multilingual communication specialists such as HI-COM?

AI at the Core of Modern Community Management

Traditionally, the role of a community manager involved content creation, audience engagement, crisis management, and performance analysis. Today, much of this work can be partially or entirely automated through AI.

Chatbots—virtual assistants capable of holding conversations in natural language—have become pioneers in this shift. They answer FAQs, guide users to the right services, and operate 24/7. Behind the scenes, more advanced AI tools analyze sentiment, predict trending topics, and suggest optimal posting times.

This automation allows community managers to focus on strategy, creativity, and complex cases requiring a human touch – saving valuable time, especially in international or multilingual contexts.

The Power of Large-Scale Personalization

What makes AI particularly powerful in community management is its ability to personalize interactions at scale. By analyzing behavioral and conversational data, AI tools can adapt tone, style, and content accordingly.

For instance, a user who frequently visits an online baby store might receive tailored product suggestions, targeted messages, or exclusive discounts—automatically delivered by a bot. This level of personalization significantly improves user experience, increases loyalty, and boosts conversion rates.

For global companies, multilingual bots play a vital role. Solutions like those offered by HI-COM combine AI-driven conversational bots with high-quality, contextualized translations to ensure linguistic accuracy in every language.

Bots and AI on Websites: Global Assistance, Real-Time Support

AI’s impact goes beyond social media. On websites, intelligent bots serve as digital assistants. They guide visitors, answer questions in real time, suggest products, and facilitate navigation.

On an e-commerce platform, for example, an AI chatbot can handle the entire conversion funnel—from product selection to payment assistance and order tracking. By analyzing user behavior, these assistants adapt their messaging to meet individual needs.

From a UX perspective, this reduces bounce rates and increases time spent on site—key indicators for SEO and overall site performance. Platforms like Intercom, Drift, or Zendesk leverage AI to automate up to 80% of customer service responses.

Case Study 1: B&B Hotels – AI as Internal and External Support

B&B Hotels, a budget hotel chain, provides a compelling example of AI’s dual role. In collaboration with Crisp and Google Dialogflow, the brand launched an intelligent assistant for both customer-facing service and internal hotel management support.

This chatbot draws from a centralized knowledge base to answer queries about reservations, cancellation policies, current offers, and logistics. The result? Significant time-savings for staff and faster, more consistent service for guests.

Case Study 2: H&M and the Smart Handling of Peak Traffic

Faced with major seasonal surges, global fashion retailer H&M turned to AI to streamline its customer service. A chatbot was introduced to manage routine inquiries such as product returns, item availability, and delivery times.

Using machine learning, the bot has refined its responses over time. H&M successfully reduced average response times and maintained high customer satisfaction levels—even during high-traffic periods.

Limits and Ethical Considerations

Despite its many advantages, AI in community management also raises important questions. Transparency is key: users must know when they are interacting with a machine. The European Union is actively working on AI legislation to ensure traceability and data privacy.

Another challenge is managing sensitive cases. A bot cannot display empathy or defuse a crisis like an experienced human can. Automation should not replace human involvement but rather support it intelligently.

For multilingual companies, the quality of machine translations is also a concern. This is where specialists like HI-COM add real value—ensuring consistent terminology, cultural nuance, and linguistic fluency where bots often fall short.

AI and Translation Professions: Competitors or Allies?

At first glance, AI might seem to threaten traditional translation and interpretation roles. But in reality, it’s a powerful ally when well managed. AI can pre-translate content, which human translators then refine with accuracy and nuance. This synergy is especially useful in multilingual community management, where even automated messages must reflect local culture and linguistic precision.

Conclusion: AI for More Agile Communication

AI’s integration into community management represents a natural evolution in brand–consumer relationships. Far from replacing humans entirely, AI is becoming a strategic co-pilot—capable of managing urgency, ensuring round-the-clock presence, and delivering a level of personalization previously difficult to achieve at scale.

In a globalized world, this transformation can only succeed when paired with clear, consistent, and multilingual communication. The true power of this digital shift lies in the synergy between AI, human expertise, and linguistic know-how—precisely the value that companies like HI-COM bring to the table.

In China, customer reviews are far from being mere comments left after a purchase. They have become pillars of digital reputation, powerful conversion tools, and sometimes even strategic battlegrounds. In a digital environment where consumers are increasingly skeptical of traditional advertising, the voice of fellow customers plays a central role. A single well-placed review can trigger a wave of purchases. On the other hand, a negative, credible, and widely shared review can cause long-term damage to a brand. Understanding this dynamic is crucial for any company seeking to establish itself in the Chinese market.

Reviews – a powerful UGC channel

Chinese culture has long placed value on trusted recommendations. Word-of-mouth among friends and family is deeply embedded in purchasing behavior, and this logic has naturally migrated into digital habits. Chinese consumers—especially younger generations—tend to trust peer reviews much more than classic advertisements. According to a 2023 McKinsey study, over 75% of urban Chinese buyers say they are strongly influenced by user-generated content, particularly on social media platforms. A product’s credibility, therefore, lies more in what others say about it than in how a brand presents itself.

On which platforms?

This phenomenon is reinforced by the structure of Chinese platforms. Xiaohongshu (Red Note), Douyin, Taobao, and JD.com are not just e-commerce or entertainment channels; they are complete ecosystems where customer reviews are omnipresent, highlighted, rated, discussed, and often enriched with photos or videos. On Xiaohongshu in particular, reviews take the form of detailed mini-articles in which users share their personal experiences, compare products, and show real-life usage. These posts are perceived as authentic because they are written by seemingly “ordinary” users with no commercial agenda. In reality, their commercial impact is enormous.

Case Study: Florasis, a brand highlighted by user reviews

One of the most striking examples of a successful review-based strategy is that of Florasis (Hua Xizi), a Chinese cosmetics brand that built a loyal community and skyrocketed its sales thanks to a customer-content-driven approach. Founded in 2017 in Hangzhou, Florasis positioned itself early on as a premium local alternative, combining traditional Chinese aesthetics with quality rivaling international luxury brands. Instead of investing heavily in advertising, the company collaborated with micro-influencers on Xiaohongshu, encouraging spontaneous and detailed reviews of their products.

These reviews, often accompanied by unboxing videos or makeup tutorials, helped build a strong brand narrative. The refined visual identity, poetic and culturally rooted storytelling, and pleasant user experience were all amplified by user-generated content, creating an impression of authenticity. Within a few months, Florasis evolved from a little-known startup to a best-seller on Tmall, generating over RMB 100 million in revenue by its second year. Its limited-edition lipstick, regularly featured in Xiaohongshu posts, sold out within 24 hours after a wave of viral reviews. To this day, the brand continues to generate most of its traffic and awareness through user content, which remains central to its marketing strategy.

Buying Reviews: Good or Bad Idea?

However, this reliance on online reviews also comes with risks. The temptation to buy positive reviews still exists, especially for new brands trying to gain traction. Despite increased regulation, services offering review bundles, photos, and five-star ratings still circulate, aiming to artificially boost a product’s reputation. Although these practices are increasingly detected by platforms, some view them as a necessary “initial investment”—particularly in cross-border e-commerce. Yet the danger is real: overly enthusiastic, vague, or suspiciously timed reviews are quickly flagged as fake by Chinese users. These consumers are highly attuned to authenticity, tone, and detail. A review that feels inauthentic can discredit an entire campaign.

Major platforms are actively fighting this issue. Xiaohongshu has implemented AI systems to detect suspicious patterns, such as similar content from new accounts or waves of identical comments. JD.com verifies that reviews are tied to actual purchases. Douyin is testing verification badges for reviews deemed trustworthy. These measures aim to restore consumer confidence but also raise the bar for brands, which must now produce sincere, nuanced, and culturally adapted content.

Brands and Notice Management

This is precisely where companies like HI-COM step in. Translating user-generated content—whether it’s reviews, feedback, or comments—is not just a linguistic task. It’s a strategic act. A poorly translated review can be misinterpreted, and a culturally off-target localization can turn a neutral comment into a damaging critique. HI-COM supports international brands in managing their online reputation, ensuring the quality of translated reviews, customer responses, and product descriptions. The goal is to preserve meaning, tone, intent, and above all, perceived authenticity.

In a market where every detail matters, nuanced translation can make a real difference. A single poorly chosen adjective, overly formal tone, or awkward expression can create a cultural disconnect and harm a brand’s credibility. Conversely, a well-localized, natural, and fluid review can reassure hesitant customers, answer their doubts, and trigger a purchase.

Finally, brands must adopt a proactive stance when it comes to managing reviews. Responding to criticism, thanking positive feedback, and showing that customer suggestions are taken into account all contribute to building a transparent and responsible brand image. Some companies go even further by incorporating reviews into their product development process, thus closing the loop between customer experience, online feedback, and continuous improvement. This ongoing dialogue is especially appreciated by Chinese consumers, who are drawn to brands that listen and adapt.

Conclusion

In conclusion, a review in China is never insignificant. It is an act of consumption, a storytelling tool, a trust signal, and a decisive factor in a product’s commercial success. For international brands, it is essential to build a review strategy from day one—prioritizing authenticity, working with skilled localization partners, and maintaining a strong connection with their audience. A review can sell, but it can also kill. Best make it your ally!

Influencer marketing in China has undergone a significant transformation in recent years, shifting from collaborations with celebrities to the engagement of micro-influencers, also known as Grassroots KOLs (Key Opinion Leaders). These individuals, while less famous, are playing an increasingly central role in brands’ marketing strategies. This evolution raises an important question: why are these everyday micro-influencers now perceived as more influential than traditional celebrities?

Authenticity at the Heart of Influence

One of the main reasons for the effectiveness of micro-influencers lies in their authenticity. Unlike celebrities, who are often perceived as distant from consumers’ daily lives, micro-influencers share genuine experiences and honest opinions about products or services they actually use. This closeness creates a relationship of trust with their audience, making their recommendations more credible and impactful. For example, on platforms like Xiaohongshu (Little Red Book), 73% of users are micro-influencers, sharing honest and detailed reviews on various products, which strengthens consumer confidence in these recommendations.

This authenticity is particularly valued in a context where consumers are increasingly skeptical of traditional advertising. Micro-influencers, as ordinary people sharing their daily experiences, offer a more relatable and honest perspective, making them more accessible and trustworthy in the eyes of their audience.

Higher Engagement Rates

Although their audiences are smaller, micro-influencers can often generate higher engagement rates than celebrities. Their community, while less extensive, is generally more active and receptive to their messages. This increased interaction translates into better organic reach and a deeper influence on purchasing decisions. For example, a study has shown that micro-influencers on Xiaohongshu, with engaged communities, have a significant impact on their followers’ purchasing decisions.

This ability to generate high engagement is crucial for brands, as it often results in higher conversion rates and increased customer loyalty. Regular interactions between micro-influencers and their audience foster trust and loyalty, which can lead to more effective promotion of products or services.

The Power of Niche Audiences

Micro-influencers excel in specific fields, allowing them to reach targeted audiences with particular interests. This specialization offers brands the opportunity to communicate more precisely and relevantly, increasing the effectiveness of their marketing campaigns. For instance, on Xiaohongshu, micro-influencers often focus on niches such as beauty, fashion, or fitness, providing brands with an ideal platform to engage with specific market segments.

This ability to target specific niches is particularly beneficial for brands seeking to reach precise market segments. By collaborating with specialized micro-influencers, companies can tailor their marketing messages to meet the specific needs and preferences of these audiences, increasing the relevance and effectiveness of their campaigns.

A Cost-Effective Investment

Collaborating with micro-influencers is generally more economical than partnering with celebrities. This approach allows brands, particularly small and medium-sized enterprises, to maximize their return on investment while benefiting from authentic and targeted promotion. For example, on platforms like Douyin (the Chinese version of TikTok), micro-influencers offer brands increased visibility without requiring expensive marketing budgets.

This cost-effectiveness is particularly important in a context where marketing budgets may be limited. By collaborating with micro-influencers, brands can effectively reach their target audience without incurring excessive expenses, which is essential for optimizing resources and maximizing the impact of marketing campaigns.

Who Are These Micro-Influencers in China?

Several Chinese micro-influencers have managed to successfully illustrate the effectiveness of this marketing approach, including:

• Li Ziqi – Originally from Sichuan province, Li Ziqi is known for her videos showcasing traditional Chinese culture and a rural lifestyle. She shares tutorials on cooking, crafts, and agriculture, captivating a large audience in China and internationally. Her authentic and aesthetic content has led to collaborations with various brands and the creation of her own product line.

• Papi Jiang – Comedian and video creator Papi Jiang is famous for her satirical takes on daily life in China. Her humor and ability to address sensitive topics lightly have earned her immense popularity on Chinese social media. She has partnered with several brands for advertising campaigns, using her influence to promote various products and services.

• Mr. Bags (Tao Liang) – Specializing in luxury handbags, Mr. Bags shares insights and reviews on the latest fashion trends. His expertise and influence in the fashion industry have led to collaborations with luxury brands such as Givenchy and Longchamp, for whom he has designed limited-edition collections.

These examples demonstrate how individuals, through their authenticity and expertise in specific niches, can become influential figures, sometimes surpassing the impact of traditional celebrities.

The Impact of Digital Platforms

Digital platforms play a key role in the success of micro-influencers in China. Apps like Xiaohongshu, Douyin, and Weibo have transformed how consumers interact with brands. These platforms allow users to discover new products through authentic recommendations based on the personal experiences of micro-influencers. Xiaohongshu, for example, is a platform where consumers, primarily young and urban, seek reviews and advice before making a purchase. The interactive nature of these platforms fosters stronger engagement, as users can comment, ask questions, and share their own experiences, further amplifying the impact of micro-influencers.

The rise of live streaming has also amplified the influence of Grassroots KOLs. In China, live commerce has become a booming industry, generating billions of yuan in sales. Micro-influencers leverage this technique to showcase products in real-time, answer consumer questions, and create a sense of urgency that encourages purchases. Douyin and Kuaishou, two of the most popular short-video platforms, have integrated live shopping features, enabling influencers to sell directly to consumers while maintaining an authentic connection with their audience.

Conclusion

Grassroots KOLs play an essential role in China’s current marketing landscape. Their authenticity, ability to engage specific communities, and financial accessibility make them valuable partners for brands looking to build deep and meaningful relationships with consumers. Unlike celebrities, who often address a broader but less engaged audience, micro-influencers create a direct bond with their followers, genuinely influencing their purchasing decisions.

The rise of social platforms and live commerce has strengthened their impact, offering brands new opportunities to reach their target audience in a more organic and effective way. As consumer trust becomes a key factor in marketing strategies, micro-influencers appear as the best alternative to traditional celebrity-led campaigns. Investing in Grassroots KOLs is no longer an option but a necessity for brands that want to make a name for themselves in the Chinese market.

Micro-videos, also known as “snack content,” have experienced a massive surge in popularity in China. These short-format videos, ranging from a few seconds to a couple of minutes, captivate millions of users daily. Their success lies in their ability to grab attention instantly and adapt to the ultra-fast digital consumption habits of Chinese audiences. This trend presents brands with a unique opportunity to connect with their target audience in an innovative and effective way.

The Rise of Micro-Videos in China

In China, micro-videos have transformed the way people consume content. Platforms like Douyin (the Chinese version of TikTok) and Kuaishou dominate the market, providing users with an endless stream of engaging short videos. These apps use advanced algorithms to personalize content, maximizing user engagement.

Today, Douyin has over 600 million daily active users, while Kuaishou records more than 300 million daily active users. These numbers highlight the growing enthusiasm for this quick and immersive format. The popularity of micro-videos is also driven by their diversity: from viral challenges and tutorials to storytelling and live shopping, they cover a vast range of topics that appeal to different audiences.

Why Are Micro-Videos So Popular?

Several factors explain the rapid rise of micro-videos in China. First, they are perfectly suited for mobile consumption. Since most Chinese internet users access content via smartphones, short videos allow them to consume content anytime, anywhere. Second, platforms use sophisticated algorithms to recommend videos based on each user’s preferences, creating a highly personalized and addictive experience.

Social interaction also plays a key role in their success. Users can comment, share, and even engage directly with creators through commented or video replies. This participatory aspect fosters a strong sense of community and engagement. Lastly, the ease of creating content is another major factor. With built-in tools offered by Douyin and Kuaishou, anyone can create dynamic and visually appealing videos without advanced technical skills.

How Can Brands Leverage Snack Content?

Brands looking to establish a strong presence in China must integrate micro-videos into their marketing strategy. One effective approach is collaborating with micro-influencers. In China, these influencers may have smaller followings than celebrities, but their relationship with their audience is much more authentic. This allows brands to reach niche markets and gain credibility. Studies show that 82% of consumers are more likely to trust recommendations from micro-influencers, making them a powerful marketing tool.

Creating native and authentic content is also essential. Chinese consumers appreciate videos that resonate with their daily lives and tend to reject overly intrusive advertising. To capture their attention, a cosmetics brand, for example, could publish makeup tutorials or beauty tips that seamlessly integrate its products into the content.

Viral trends and challenges present another opportunity for brands. On Douyin and Kuaishou, challenges are a major driver of engagement. By participating in these trends, brands can increase their visibility and embed themselves into China’s digital culture. However, it is crucial to ensure that the chosen challenge aligns with the brand’s values to maintain consistency.

Live shopping is another game-changer. By combining real-time streaming with e-commerce, it allows brands to showcase their products while directly interacting with consumers. This format has seen exponential growth in China, particularly during major events like Single’s Day, generating record-breaking sales.

Finally, in-feed advertising – sponsored ads that appear naturally within users’ video feeds – is an excellent way to capture attention. These ads must be dynamic, engaging, and aligned with the platform’s visual aesthetics to maximize impact. Using trending music, eye-catching visuals, and clear messaging can significantly boost their effectiveness.

Case Studies: Brands That Have Successfully Used Micro-Videos

Several international brands have successfully leveraged snack content to thrive in the Chinese market.

Lancôme, for example, collaborated with local influencers to launch beauty challenges on Douyin. These campaigns generated millions of views and significantly boosted the brand’s online sales.

Oreo also capitalized on this trend by launching a series of creative recipe videos on Kuaishou featuring its famous cookies. This approach increased consumer engagement and drove higher sales.

Nike took advantage of live shopping by hosting real-time product launch events with exclusive offers for viewers. This strategy created a sense of urgency and exclusivity, prompting consumers to make immediate purchases.

Challenges Brands Must Overcome

Despite the many opportunities, brands must also navigate certain challenges when entering the micro-video space. Competition on these platforms is fierce, meaning companies must be highly creative to stand out. Producing impactful and original content is essential to capturing users’ attention.

Chinese regulations present another challenge. The government closely monitors online content, and brands must ensure their videos comply with local guidelines to avoid censorship or penalties. This requires a thorough understanding of the rules and careful adaptation of messaging.

Finally, brands must be mindful of cultural preferences. A poorly interpreted message or an inappropriate campaign can quickly backfire. Working with local market experts or specialized agencies can be a major asset for avoiding potential pitfalls.

Conclusion

Snack content is revolutionizing the way Chinese consumers interact with brands. With short, engaging formats tailored for mobile consumption, micro-videos provide an unparalleled opportunity to attract and retain a massive audience. By adopting the right strategies – partnering with influencers, creating authentic content, participating in trends, and leveraging live shopping – brands can maximize their impact in the Chinese market and significantly boost their visibility.

Niche brands in China are experiencing rapid growth, largely due to digital marketing strategies perfectly tailored to the expectations of Gen Z and Millennials, who seek unique products and personalized experiences.

China is becoming the go-to playground for niche brands specifically targeting the Gen Z and Millennial generations.

The Differences

Gen Z (Generation Z):

Gen Z refers to people born between 1997 and 2012. This generation is the first to grow up in a fully digital world, with constant access to the internet and social media. They are known for being highly visual, seeking authentic experiences, and are influenced by values like diversity, inclusivity, and sustainability. When it comes to consumption, they prioritize individuality and authenticity in brands.

Millennials:

Millennials, born between 1981 and 1996, are the generation that experienced the transition from the analog to the digital world. They grew up with the advent of the internet, social media, and smartphones. Millennials are often characterized by their desire to balance career and personal life, and their strong interest in experiences rather than material possessions. They seek brands that share their values, particularly in terms of social and environmental responsibility.

These two demographic groups, deeply connected and influenced by digital culture, are rapidly redefining the Chinese market.

But why are these young generations becoming prime targets for niche brands? And how are these brands managing to establish themselves in such a competitive market?

A New Era for Niche Brands

Niche brands are businesses that focus on a specific market segment, often offering highly specialized products or services but with strong and targeted demand. In China, these brands have gained traction in recent years, supported by a young and hyper-connected audience.

Chinese Gen Z and Millennials are savvy consumers with precise expectations when it comes to quality, customization, and the shopping experience. Unlike previous generations, who favored large international brands, these young generations are drawn to brands that speak directly to them, offer unique products, and are perceived as authentic.

Strong Values and a Clear Identity: What Chinese Young Consumers Are Looking For

Chinese Gen Z and Millennials are not just attracted to price or quality. They are primarily motivated by deep values and a sense of purpose. These generations are heavily influenced by concerns such as sustainability, ethics, inclusivity, and social responsibility. They want to consume more thoughtfully and feel closer to brands that share these values.

As we can see, “slow fashion” (consuming better) is growing rapidly in China: Article on slow fashion in China

Therefore, a niche brand in China must adopt a clear and sincere stance. Young consumers have become highly sensitive to superficiality. They are looking for brands that don’t just communicate values through marketing but embody them in their products, manufacturing practices, and even in their communication.

The Rise of Digital Platforms

The young generations in China are hyper-connected and spend a large part of their day on digital platforms. It is essential for niche brands to connect with their audience through the right platforms. Social media and messaging apps dominate the Chinese digital landscape, and apps like WeChat, Douyin (the Chinese version of TikTok), Xiaohongshu, and Weibo have become essential channels for reaching and engaging young consumers.

Niche brands in China are leveraging these platforms to build strong and increasingly loyal brand communities. For example, on Xiaohongshu, young users actively share product experiences and recommend brands they perceive as authentic. This phenomenon gives brands the opportunity to reach a targeted audience and engage in direct conversations with consumers.

Take a look at our article on the top 35 social networks and platforms to use in China.

Key Trends in Niche Brand Marketing in China

The Importance of Customization

Young generations want to stand out from the crowd and desire products that express their individuality. Customization has therefore become a major trend. Niche brands that successfully carve out a space in the Chinese market offer products that can be tailored, customized, or even co-created with the brand.

This can range from the customization of physical products like clothing, accessories, or shoes, to personalized service experiences, such as design choices or unique color options. The key for a niche brand in China is to understand that young generations don’t just want to buy a product—they want to experience something unique that sets them apart from others.

Li-Ning – Customizing Sneakers

One of the brands that has perfectly grasped this trend is Li-Ning, a major player in the sports sector in China. Last year, the brand launched a sneaker customization service, where consumers could choose not only the color and patterns of their shoes but also add unique elements like initials or numbers. This initiative was a huge success, particularly among young urban consumers who are looking for products that stand out from the crowd.

Check out the brand Li-Ning, a pioneer in sneaker customization in China.

The Impact of Influencers

Click here if you want to understand how influencers and KOLs work.

The role of KOLs (Key Opinion Leaders) or influencers in China is crucial in niche brand strategies. In China, influencers don’t just promote a product—they embody the brand’s values and become the true ambassadors of a community. Niche brands use KOLs to create authentic partnerships and campaigns that speak directly to young generations.

Influencers play a key role in attracting and retaining this clientele. In fact, these young consumers rely more on recommendations from their favorite influencers than on traditional advertisements. For a niche brand targeting Gen Z and Millennials, partnering with local influencers on platforms like Weibo, Douyin, or Xiaohongshu can be a powerful lever to boost brand awareness and drive sales.

See the Forbes ranking of influencers in China (Dior, Chanel, Nike…).

Social Commerce

Social commerce is booming in China. Live-streaming platforms like Taobao Live and Douyin allow brands to sell their products directly through live videos. Young consumers are more likely to purchase products they discover during live-streaming sessions, where interaction with the seller or influencer happens in real-time. Niche brands that successfully leverage these social commerce technologies can generate direct engagement and instant sales.

Understand how these social commerce platforms work and learn which ones to choose.

This allows young consumers not only to discover niche products but also to interact with content creators and ask questions live, making the buying process much more interactive and transparent.

A Growing Opportunity

Chinese niche brands are rapidly expanding due to the changing expectations of young generations.

Chinese Gen Z and Millennials demand products that align with their personal values, and these brands have figured out how to meet those needs. By leveraging authentic strategies, strong social values, and innovative digital presence, these brands are succeeding in a highly competitive Chinese market.

Niche brands must continue to innovate, adapt to the new expectations of young generations, and use the digital tools at their disposal to create unique experiences. Those who manage to establish an authentic emotional connection with this dynamic youth will have the best chance to thrive in this increasingly digital and demanding market.

When American citizens wish to apply for a Green Card for their foreign spouse, they must fill in and submit Form I-130A.

What is Form I-130A for?

Form I-130A, or Supplemental Information for Spouse Beneficiary, is a document used for the U.S. family immigration process. It accompanies Form I-130 (Petition for Alien Relative) when a U.S. citizen or permanent resident applies for a Green Card for their foreign spouse.

This document is specifically designed to collect additional information about the beneficiary spouse, including their employment and residency history. Unlike Form I-130, which is completed by the petitioner (the U.S. citizen or permanent resident spouse), Form I-130A must be completed by the foreign beneficiary. The form is of course in English, so the beneficiary’s American spouse or another English speaker may need to assist them with filling in the form if they are not fluent in English.

Why is this document important?

Form I-130A allows U.S. Citizenship and Immigration Services (USCIS) to verify the authenticity of the marriage and assess the beneficiary’s eligibility for a Green Card. It plays a crucial role in proving the legitimacy of the relationship and preventing immigration fraud.

What to do if you require an interpreter to assist with completing the form

If you have used an interpreter to help your spouse understand and fill in Form I-130A, the interpreter’s contact information, certification, and signature must be included in Part 5 of the form (see below).

How Can HI-COM Help You with Form I-130A?

If you are an American citizen based in Shanghai, and you require an interpreter to help your spouse understand and fill in Form I-130A, then HI-COM can assist. Our interpreter will also fully fill in and sign Part 5 of Form I-130A, serving as proof that a certified interpreter assisted in the process – making it official and valid.

So don’t hesitate to contact HI-COM if you need assistance with this process!

Xiaohongshu, also known as REDNOTE, is a platform that uniquely combines social media features with e-commerce. Recently, the “TikTok Refugees” phenomenon emerged, and in this article, we will explore how to adapt your marketing strategy to Xiaohongshu.

What is Xiaohongshu?

Xiaohongshu is a Chinese social media platform known for its content based on authentic and community-driven recommendations. It has become a cornerstone for young Chinese consumers, as well as for expatriates living in China.

However, recent events have completely shifted the perspective on this social network.

Indeed, following the temporary ban of TikTok in the United States, we are witnessing a migration of American users to the platform.

In addition to seeing strong growth on the platform, there is a global surge of American users.

This phenomenon marks a turning point for Xiaohongshu, but also a strategic opportunity for brands, which can capitalize on this unexpected diversification of the user base.

It’s a real business opportunity to reach a qualified audience, with less competition, as few have taken advantage of this opportunity so far.

In this article, discover how you can adapt to this new platform, Xiaohongshu, to reach new people.

Xiaohongshu as a Marketing Opportunity for Brands

How does the platform work?

The arrival of American users on Xiaohongshu has broadened the platform’s demographic scope, which until now primarily targeted Asian consumers, specifically Chinese ones.

This diversification offers brands a unique opportunity to reach an international audience without leaving the platform’s ecosystem. Unlike networks like Instagram or TikTok, Xiaohongshu stands out for its community-driven approach and its strong emphasis on authenticity in interaction

Many of these users, often disappointed by the advertising saturation or algorithms of their usual platforms, are seeking a more organic and authentic experience. In this regard, Xiaohongshu perfectly meets their expectations with its content focused on personal recommendations and the sharing of real-life experiences. Additionally, certain market segments that are particularly popular in the U.S., such as wellness, sustainable fashion, and clean beauty, find fertile ground for growth on Xiaohongshu. These niches align the interests of both Chinese and American consumers, creating interesting synergies for global brands.

How can we capitalize on this reform?

Although Donald Trump has now reached an agreement with TikTok, it’s still possible that TikTok could be permanently banned in the United States sometime in the future.

To take advantage of this new international audience, brands must adapt their content strategy and approach to Xiaohongshu marketing.

First, it’s essential to produce content that is accessible to these new users, particularly in English. Offering bilingual or even multicultural posts not only allows brands to directly reach Americans but also reflects an inclusive and international brand image.

Another strategy is to collaborate with emerging micro and nano-influencers from the U.S. on the platform.

These creators, often expatriates or active American users on Xiaohongshu, possess a valuable dual skill set: a deep understanding of their home audience and mastery of the platform’s unique codes. These collaborations can be powerful for brands looking to build an authentic connection with this new audience.

Finally, content optimization is crucial to capture users’ attention. This means using English keywords that are tailored to the search habits and needs of American consumers, while aligning products or services with their interests. This localized SEO strategy can significantly increase brand visibility on the platform.

The Challenge of Localization

Despite these opportunities, localization remains a major challenge. Brands have to juggle marked cultural and linguistic differences to avoid missteps. For example, what works to appeal to a Chinese audience may not have the same impact with American consumers. Values, aesthetics and even social norms vary greatly between these two markets. Brands therefore need to conduct in-depth research into their target audience to ensure the relevance of their campaigns.

Another adaptation concerns the product offering itself. American consumers place great importance on values such as sustainability, inclusivity, and transparency. Brands aiming to succeed on Xiaohongshu must incorporate these aspects into their storytelling, products, and communication in order to resonate with this discerning and engaged audience.

The future of the platform by applying Xiaohongshu marketing

The growing influx of international users, particularly Americans, could transform Xiaohongshu into a truly global platform. Similar to TikTok or WeChat, Xiaohongshu could evolve to integrate features that cater to the needs of different markets, while preserving its DNA based on authenticity and community sharing.

For international brands, Xiaohongshu is also becoming a strategic gateway to the Chinese market. The platform offers a rare opportunity to test products and campaigns in an environment where both Chinese and international consumers coexist. This convergence could serve as a springboard for brands looking to launch global campaigns, while gaining valuable insights into the expectations and behaviors of these two audiences.

The Key Role of American and Chinese KOLs

Key Opinion Leaders (KOLs) play a central role in the Xiaohongshu marketing ecosystem, and the migration of American users opens new possibilities for brands in terms of strategic collaborations. Chinese KOLs remain essential for reaching the local user base, thanks to their ability to decipher trends and influence the purchasing decisions of Chinese consumers. However, with the arrival of American users, a new type of KOL is emerging: American influencers active on Xiaohongshu. These creators, often expatriates or advocates of bilingual content, offer a unique cultural bridge capable of connecting the expectations of Western consumers with the platform’s specific codes.

For brands, the challenge is to build balanced partnerships with these two types of KOLs. By combining the local expertise of Chinese influencers with the international perspective of American KOLs, they can create innovative campaigns that speak to global audiences while staying rooted in Xiaohongshu’s values: authenticity, sharing, and community. This enables them to maximize their visibility and impact with both user segments.

To conclude

The migration of Americans to Xiaohongshu, while unexpected, offers unprecedented opportunities for brands. By adapting their marketing strategies and investing in authentic collaborations, companies can not only reach a diverse audience, but also explore new ways of connecting with their consumers. In a context where cultural and digital boundaries are becoming increasingly blurred, Xiaohongshu could become a key player in connecting brands with global audiences, while reinforcing its role as a pioneer in social commerce.

The Chinese New Year, also known as the Spring Festival, is one of the most significant events of the year in China and across Asia.

In 2025, we will enter the Year of the Snake, a powerful symbol of wisdom, intuition, and transformation.

For brands operating in China, this occasion is a golden opportunity to create engagement, enhance their storytelling, and tailor their communication strategies to a Chinese audience that is particularly receptive to cultural traditions.

The Year of the Snake: A Symbol of Luxury and Mystery

In Chinese astrology, the Snake is often associated with intelligence, strategy, and an air of mysterious elegance. Unlike the sometimes negative perception of snakes in Western cultures, in China, they are seen as noble and powerful creatures, often linked to success and adaptability.

The Snake also symbolizes refinement and charisma, making it a perfect emblem for luxury brands and high jewelry, which emphasize timeless elegance and sophistication.

Chinese New Year: Key Marketing Strategies for 2025

Launch Exclusive Snake-Inspired Collections

Brands can leverage the Year of the Snake by introducing limited-edition products that incorporate the traits and symbolism of this Chinese zodiac sign.

Customization for the Year of the Snake:

Fashion & Accessories: Incorporate serpentine motifs, scale-like textures, or snake-inspired patterns to evoke elegance and mystery. Handbags, jewelry, or apparel featuring sophisticated, sleek designs can captivate audiences.

Cosmetics: Offer packaging in lucky colors (red and gold) with subtle snake motifs or themes centered on transformation and inner beauty.

Technology: Release special-edition gadgets, such as smartphones or headphones, with symbolic snake designs highlighting wisdom and adaptability.

Storytelling Aligned with the Snake’s Traits

Crafting narratives that align the values of the Snake with those of the brand can attract consumers seeking a personalized and meaningful connection.

Customization for the Year of the Snake:

• Wisdom & Transformation: Personal development, education, and wellness brands can promote campaigns centered on intelligence, strategy, and personal growth.
• Strategic Adaptability: Financial services and tech companies can use the Snake’s metaphor to symbolize strategy, flexibility, and resilience in their messaging.

Interactive and Personalized Social Media Content

With Chinese consumers being highly engaged on social networks like WeChat, Douyin (TikTok in China), Xiaohongshu (RedNote), and Weibo, brands should leverage these platforms to create immersive experiences.

Customization for the Year of the Snake:

• Astrology-Based Interactive Quizzes: Allow users to discover how their zodiac sign interacts with the Snake and recommend related products or services.
• AR Filters & Effects: Create augmented reality (AR) filters that let users add serpentine accessories, crowns, or textures to their selfies or videos.

Luxury Packaging & Immersive Customer Experiences

Zodiac-inspired packaging and in-store experiences are powerful tools to attract and retain customers.

Customization for the Year of the Snake:

• Premium Packaging: Introduce high-end embossed designs resembling snake scales, using refined colors such as jade green and gold.
• Exclusive Themed Events: Organize calligraphy workshops, astrology readings, or special design sessions in flagship stores to deepen customer engagement.

Gamification & Exclusive Promotions

• Interactive Games: Develop a mobile game where users embody a wise and strategic Snake, overcoming challenges to win rewards or special offers.
• “Astrological” Promotions: Offer discounts or exclusive gifts based on the customer’s Chinese zodiac sign and its compatibility with the Snake.
• Collaborations with Local Artists: Work with Chinese designers to create limited-edition artwork and visuals celebrating the Snake’s elegance.

The Best Chinese New Year Campaigns 2024

Luxury brands compete in ingenuity to win over the Chinese market during the New Year. In 2024, some campaigns made a particular impact, combining cultural storytelling and innovative strategies.

Louis Vuitton: an artistic tribute to Chinese traditions

To celebrate the Year of the Dragon, Louis Vuitton installed five monumental golden dragon sculptures in its flagship stores in Beijing, Shanghai and Chengdu. Created by Chinese craftsmen, these works have enabled the brand to reinforce its cultural roots and local commitment. The visual and immersive storytelling generated strong interaction on WeChat and Xiaohongshu, underlining the importance of an authentic and artistic approach.

Gucci x Disney: a playful and strategic collaboration

Gucci teamed up with Disney for an exclusive collection dedicated to the Year of the Rat, featuring Mickey Mouse. Photographed in the enchanted world of Disneyland, the campaign fused Western popular culture with Chinese traditions, appealing to a young, hip audience. By integrating iconic motifs into its collections and playing on nostalgia, Gucci was able to create a strong emotional bond with its Chinese consumers.

Lesson for 2025: Focus on a Cultural and Immersive Approach

These campaigns show that to successfully market Chinese New Year 2025, brands need to go beyond traditional symbols and offer immersive, interactive and meaningful experiences. Authenticity, strong storytelling and digital engagement will be the keys to a successful campaign for the Year of the Snake.

Relevant emotional and cultural positioning

Marketing in China relies on alignment with the local culture. To avoid the trap of opportunistic marketing, it’s essential to integrate cultural references in a subtle and authentic way.

Concrete actions to take

• Don’t limit yourself to the obvious visual codes (red & gold), but explore the values associated with the Snake: wisdom, intuition, transformation.
• Tell an inspiring story: Why does your brand embody the spirit of the Snake? How does the Snake symbolize your product?
• Rely on local experts: Work with Chinese designers or astrological historians to ensure a credible narrative.

Luxury Brands & The Year of the Snake: How to Capitalize on This Opportunity?

Emotional & Cultural Positioning

Success in China depends on how well brands align with local culture. To avoid opportunistic marketing, it is crucial to integrate cultural references subtly and authentically.

Key Marketing Actions:

Go beyond the obvious visuals (red & gold) and explore the deeper values of the Snake: wisdom, intuition, transformation.
Tell an inspiring story: Why does your brand embody the spirit of the Snake? How does the Snake reflect your product’s uniqueness?
Leverage local expertise: Collaborate with Chinese designers, historians, and astrologers to create an authentic and compelling brand narrative.

Bulgari could introduce a customization service for its Serpenti collection, where customers select gemstones corresponding to their Chinese zodiac sign to create a one-of-a-kind piece.

For Cartier or Bulgari:

Both brands could build a storytelling campaign centered on the Snake as a symbol of transformation, highlighting personal evolution and renewal, which resonates strongly with China’s younger luxury consumers.

Cartier could also collaborate with a WeChat influencer to launch a video series exploring “The Secrets of the Snake in High Jewelry,” blending education with subtle product promotion.

Limited-Edition Strategy & Exclusivity Tactics : 

To enhance the desirability of these special collections, brands can create an aura of exclusivity:

• Limited Availability: Restrict the collection to flagship stores in strategic cities such as Shanghai, Beijing, and Hong Kong.
• VIP Experiences: Host private events where customers unveil their jewelry through an immersive ceremony featuring calligraphy and traditional Chinese tea rituals.
• Numbered Pieces & Collector’s Boxes: Engrave personalized markings on each item to appeal to collectors and reinforce the feeling of exclusivity.

Digital Campaigns & Storytelling

Brands should craft compelling narratives around the Snake, highlighting its qualities and aligning them with their brand identity.

• WeChat & RedNote: Create interactive mini-programs or social media campaigns where customers explore their Chinese zodiac sign and its connection to the Snake.
• Douyin & Weibo: Collaborate with KOLs (Key Opinion Leaders) to share stories about the Snake’s symbolism in luxury and brand heritage.

️ Personalized Customer Experience & Brand Engagement

Luxury brands should focus on tailored experiences and VIP services for loyal customers during this festive period.

• Premium Packaging & Personalized Gifts with Snake-themed motifs.
• Exclusive In-Store Activations: Live calligraphy demonstrations and art workshops inspired by the Snake’s symbolism.

How Can Brands Leverage the Year of the Snake?

Unlike more festive zodiac signs (such as the Dragon or the Tiger), the Snake embodies discretion, refinement, and strategic thinking, which aligns perfectly with luxury brand values.

Brands that embrace the Snake’s aura of mystery and elegance will establish a deep emotional connection with their Chinese audience.

By intelligently integrating the Snake’s symbolism into marketing campaigns, brands can transform 2025 into a powerful year for storytelling, differentiation, and customer loyalty.

How do you envision integrating the Snake into your marketing strategy?

A German-Chinese Interpretation Mission: Porsche Track Driving Experience Day

From November 22 to December 2, the Porsche Track Driving Experience Day transformed the Shanghai International Circuit into a true temple of automotive performance. Porsche offered enthusiasts a total immersion into its universe, highlighting a spectacular collection of vintage cars.

An Essential Linguistic Bridge

In an event where precision and communication are crucial, our German-Chinese interpreter played a key role.

His mission? To facilitate the exchange between:
The German coaches and the Chinese drivers, during intensive training sessions, where every technical detail could make a difference on the track.
The engineers and technicians, in charge of vehicle maintenance and adjustments to ensure optimal performance throughout the event.

A Successful Challenge

Thanks to this fluid and effective interpretation, the event ran smoothly, allowing every participant – from drivers to engineers – to focus on their mission: pushing the limits of automotive performance.

A huge bravo to our team for their professionalism and contribution to this celebration of mechanical excellence and Porsche’s expertise!

In a world where digital influence now plays such a pivotal role, Hi-COM, expert in translation, interpreting and digital marketing, has once again demonstrated its know-how by collaborating with luxury real estate brand Binghatti. At the prestigious Luxury Property Show (LPS) in Shanghai, the company implemented a bold strategy, integrating five of China’s most prominent influencers to promote Binghatti’s presence. Let’s find out how KOLs and luxury real estate came together on this occasion.

A Prestigious Collaboration

Binghatti, a renowned developer based in Dubai, is known for its real estate projects combining bold design and innovation. The developer is also known for its prestigious partnerships with other brands such as Mercedes and Bugatti. Looking to make its mark at LPS Shanghai, an event that attracts wealthy investors and international buyers, Binghatti called on Hi-COM to extend its reach to Chinese customers.

In response to this challenge, Hi-COM selected five popular Chinese influencers, also known as Key Opinion Leaders (KOLs), to create engaging and memorable interactions during the event. These KOLs, experts in lifestyle, travel and real estate, shared their experiences live on their social media platforms, generating high engagement and attracting a large online audience.

These influencers included big names in the industry such as 乃提 (Nǎi Tí), 纳哥房产(Nà Gē Fáng Chǎn), 财富论(Cái Fù Lùn) and 晋公子(Jìn Gōng Zǐ), all of whom came to promote luxury real estate in Shanghai.

Strategic impact

Integrating KOLs into a marketing strategy is no accident. In China, where consumers rely heavily on influencer recommendations, such an approach has proven to be particularly effective. Thanks to this campaign, Binghatti not only benefited from increased visibility, but also strengthened its brand image with Chinese investors.

KOLs showcased Binghatti’s iconic properties through immersive videos, carefully staged photos and captivating storytelling. This content projected viewers into the brand’s luxurious world, while highlighting its innovative projects located in the heart of Dubai.

Collaborative success

Hi-COM attributes this success to its dedicated creative team, able to combine local expertise with international communication strategies. This project perfectly illustrates the company’s collaborative approach, where every detail is thought through to maximize the impact of marketing campaigns.

In addition to selecting the influencers, Hi-COM meticulously monitored the campaign, guaranteeing measurable results for Binghatti. The company has thus reinforced its role as an essential bridge between international brands and the Chinese market.

A Marketing Approach in Full Swing

Hi-COM’s experience at LPS Shanghai underlines the growing importance of KOLs in marketing strategies in China. In a context where consumers are constantly seeking authenticity and personal connection, working with influencers is proving to be a powerful lever for brands seeking to set themselves apart from the crowd.

By collaborating with Binghatti, Hi-COM has once again confirmed its expertise in supporting international brands on the Chinese market. This campaign demonstrates how a bold, personalized approach can transform a local event into a global opportunity.

With campaigns such as this one for Binghatti, Hi-COM continues to innovate in the marketing and translation industry. By combining digital strategy, cultural expertise and creativity, the company is establishing itself as a partner of choice for ambitious brands wishing to conquer the Chinese market.