Topic:Content is King, and All Things Grow
12.02 Sub-track1 16:15 – 16:45
Sam Wang
Arkr Group, VP
Arkr Group, VP
Jacquelin Wu
Head of Marketing – Xiaohongshu
Head of Marketing – Xiaohongshu
Introduction
What will occur if we apply the 80/20 rule to the creation and channels for content marketing? This might not be the best approach for many brands, but for the Xiaohongshu app it is an approach that has proved effective. Once consumers are educated, they will choose correctly. While big brands like P&G and Pepsi are spending exorbitant amounts on marketing, Jacqueline Wu from Xiaohongshu shares with her view on marketing that is more “frugal”, and the marketing strategy that has facilitated the company’s rapid growth and sales in the last three years.