According to Mr.Baumel, in comparison to online markets in the West, China’s market has unique characteristics regarding how content is distributed, promoted and monetized.

The key is knowing how to navigate the Chinese online social media and video platform landscape: “The Chinese market is the most fascinating market in the world as it’s changing so fast and presents new and different opportunities for creators and brands.

The adoption of new products and trends in China is as fast as in any other country in the world, and therefore creators and brands need to be very flexible and adjust to the changing landscape quickly.

In terms of monetization, the similarity is that in both markets brands understand that creating content is one of the best way to tell the story of your product and brand, and doing that with a creator, KOL or influencer is usually the most organic and authentic way to do it and reach the right target audience. The big difference is that on Western platforms you can generate a lot of revenues based on your views while this option barely exists in China.”