March 9, 2023

Latest China Marketing News - Mar 2023

1. Xiaohongshu (RED) launches brand campaign with Taobao redirect feature

Xiaohongshu’s (RED) splash ads now support jumping to Taobao brand activity pages. Users can complete the jump by clicking on the “jump to third-party pages or applications” at the bottom of the splash page. However, Xiaohongshu notes and live broadcasts do not currently support jumping to external links.

According to insiders, “only during major promotional activities, some brands can achieve external link jumps through Xiaohongshu’s splash ads.” However, the Xiaohongshu splash ad is not part of the Xiaohongshu commercial product, and brands need to place the splash ad order manually through the corresponding personnel. If you are interested, please contact the OctoPlus team for consultation.

2. TVB introduces "Hong Kong drama-style live streaming" to e-commerce industry

Recently, TVB Shihuo entered Taobao’s live streaming and officially entered the live-streaming e-commerce industry. It is reported that TVB will exclusively create a “Hong Kong-style live-streaming” with ultra-long online time for sales broadcast, with Chen Hao and Chen Minzhi’s first broadcast scheduled for March 7 from 18:00 to 24:00. TVB is cooperating with Taobao through its subsidiary, Shanghai Feicui Dongfang Communication, and will jointly host more than 48 e-commerce live broadcasts within the year. The first live broadcast is scheduled for March 7, and it is expected to see many familiar “veteran actors” use “Hong Kong-style accents” for live-streaming e-commerce. TVB described this cooperation as “a major milestone in launching TVB’s e-commerce live-streaming.” On March 3, TVB’s Hong Kong stock price rose by more than 51%, reaching a historical high.

3. Beijing further regulates China advertising release behavior, requiring product usage before becoming a spokesperson

Recently, the Beijing Municipal Market Supervision Bureau issued the “Beijing Advertising Release Compliance Guidelines” and the “Beijing Financial Investment and Wealth Management Advertising Release Compliance Guidelines.” Among them, it is mentioned that advertising spokespersons who recommend or prove products or services in advertisements should be based on facts and comply with relevant laws and regulations. They should not recommend or prove products or services that they have not used or received. Advertising spokespersons under the age of ten should not be used. Natural persons, legal persons, or other organizations who have been punished for recommending or proving false advertising and have not yet been penalized for three years shall not be used as advertising spokespersons.

4. iQiyi applies for patent for advertising insertion in bullet comments

Recently, iQiyi announced its new patent for displaying ads in bullet comments. The method includes generating advertising data to be delivered based on historical ad delivery data received, matching corresponding users with corresponding videos, and determining the display frequency of advertising data in the corresponding video. The advertising data is then displayed in the bullet comments layer of the video during playback requests according to the preset display frequency.