Don’t Overvalue Cool China Tactics: Community Group Buying, Blind Boxes and Influencer Marketing. (Asia Tech Strategy – Podcast 77)

This week’s podcast is about how to think tactics that generate short-term growth and results. And we see these coming out of China all the time. In particular, I talk about how Pop Mart used blind boxes. How Joy Spreader and Ruhnn Holding used influencer marketing. And how everyone is using community group buying.

You can listen to this podcast here or at iTunesGoogle Podcasts and Himalaya.

Here is the CBS talk with Li Lu.

Three questions for when you are thinking about tactics resulting in high-growth:

    • Will this short-term tactic or growth hack lose strength? When?
    • Is it a required new capability?
    • Is it a structural advantage?

Here is my competition pyramid:


Some blind boxes in Shanghai


Some slides on how influencer marketing activates the consumer digital network.

Related podcasts and articles are:

From the Concept Library, concepts for this article are:

  • Community Group Buying
  • Influencers and KOLs
  • Virality and Word of Mouth
  • Chinese Digital Consumer Network (CDCN)

From the Company Library, companies for this article are:

  • Joy Spreader
  • Pop Mart


I write and speak about digital China and Asia’s latest tech trends.

I also run Asia Tech Strategy, a podcast and subscription newsletter on the strategies of China / Asia tech companies.

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Note: This content (articles, podcasts, website info) is not investment advice. The information and opinions from me and any guests may be incorrect. The numbers and information may be wrong. The views expressed may no longer be relevant or accurate. Investing is risky. Do your own research.

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