For brands entering or growing in China, simply being present on these platforms is no longer enough. The real challenge is to become relevant to the conversations that matter.

At RiCE, we help brands build influence through social media by connecting consumer insight, platform understanding, creative storytelling, content and community engagement.

China’s social media ecosystem is highly diverse. A strategy that works on Xiaohongshu may not work on Douyin. A corporate communication approach on WeChat may require a completely different narrative on Weibo or Zhihu.

We therefore develop platform-native strategies rather than simply distributing the same content everywhere.

The approach considers:

• Platform culture and algorithms

• Audience demographics and interests

• Content formats and consumption habits

• Search and discovery behavior

• KOL and creator ecosystems

• Community conversations

• Brand objectives and business priorities

We help brands build ongoing relationships with audiences through content planning, social engagement, community management, KOL collaboration, user-generated content and online-to-offline experiences.

This creates a continuous cycle:
Discover → Engage → Participate → Share → Recommend

The result is a social presence that feels less like advertising and more like a meaningful part of the audience’s everyday information environment.