Once known simply as a “shopping recommendation platform,” RED has undergone a quiet but powerful transformation. Initially built for “seed planting”, a term users coined for product discovery and sharing, RED is now more than just a platform to browse pretty things and follow influencer reviews, it’s becoming a search engine, a life handbook, and, most interestingly, a forum.

In this shift, avoidance of ads is growing. Instead of being charmed by polished language or influencer endorsements, users are now looking for sincerity: real stories, honest reviews, and in-depth, helpful content. In the age of content authenticity, the rules for brands have changed. To stay relevant, your marketing efforts must evolve.

RED’s Transformation: From Seed-Planting to Deep-Diving

1. Content Evolution

What used to be photo-heavy notes about skincare and fashion now includes long-form content packed with tips, personal experiences, and opinionated takes. This trend applies to other categories too. We’re seeing a rise in career discussions, study abroad guides, and exam preparation tips, all of which signal a growing demand for valuable and informative posts. 

2. User Psychology Shift

This change isn’t just in content format, it’s rooted in how users perceive and interact with information on RED. The rise of “cautious browsing” (警惕性种草) reflects how users have become skeptical of overly polished posts. If something looks too curated, too perfect, or reads like an ad, it triggers suspicion. Instead of following influencers, users now look for verifiable facts like ingredient lists, product specs, side-by-side comparisons. Trust now comes from transparency, not aesthetics.

3. Platform Algorithm Evolution

RED now prioritises content that sparks genuine discussion, not just beautiful images and polished texts. Posts that generate high engagement, especially meaningful comments and debates, are more likely to be pushed to a wider audience. 

The Challenge for Marketers: Ads Are Losing Power

The community has become adept at spotting “soft ads” – content that pretends to be a personal review but is actually sponsored. These posts are quickly dismissed or even criticised in the comments.

Also, RED’s algorithm is designed to limit the exposure of personal accounts that post too many commercial posts, for example, soft ads, frequent product placements or repetitive brand promotions. Content marked with the “sponsored ad” tag face reduced visibility, and even when it does reach users, they are still highly likely to be ignored and scrolled past. 

RED’s users are no longer passive consumers, they’re smart, discerning, and vocal. For brands, this means it’s not enough to insert an ad inside a lifestyle photo. 

How Brands Can Win: Content First, Trust Follows

So what’s the new game plan? Brands must rethink their presence on RED – not as advertisers, but as contributors to the community.

1. Build a Knowledge Hub

Rather than pushing products directly, brands should focus on building a library of informative content. For example, skincare brands explaining ingredient benefits or tech brands sharing setup guides. This type of content doesn’t just inform, it positions the brand as an expert that provides value to this community.

2. Join the Conversation

Good content isn’t a monologue, it’s part of a dialogue. Use question-based or opinionated titles that resonate with users:

“Why isn’t this toner working for sensitive skin?”

“What are the top tips for studying abroad?”

These types of posts feel like invitations to talk, instead of directly pushing a product, it is better to spark a discussion that relates to what you offer.

3. Empower Real Voices

The most convincing content comes from everyday users. Encourage KOCs (Key Opinion Consumers) and real customers to share their honest experiences. Let them use their own voice, their own photos, and even their own criticisms. Create an environment where “saying the truth” feels safe and welcome. In doing so, your brand will benefit from authentic exposure that’s far more credible than any ad campaign.

Final Thoughts: Be Useful, Not Just Visible

In this new era of RED, being trusted is far more important than being seen. The brands that will thrive aren’t the ones with the flashiest campaigns or biggest influencer budgets. They’re the ones that understand what users come to RED for.

If you are wondering how to get started, marketing experts at CHIN can help in tailoring your strategies and content to win on RED.

The post RED is Becoming a Forum: Why Content Wins the Game appeared first on Chin Communications.

If you’re selling luxury massage chairs, high-end appliances, or premium health products, chances are the purchase decision is a family affair. The initiator, the buyer, and the end user are often not the same person – each relies on different platforms to gather information and form opinions. If your marketing only speaks to one of them, you risk losing the sale.

Sound tricky? Don’t worry. Here’s the proven strategy businesses can use to boost your marketing performance and drive real sales.

Why Red and WeChat are the Perfect Pair

In regard to marketing, RED and WeChat aren’t rivals – they’re the dream team. One sparks interest, the other builds trust. When used together strategically, they form a powerful marketing engine that resonates with every generation in the household.

RED is where desire begins. It’s the go-to platform for younger, trend-conscious consumers looking for inspiration. Lifestyle content thrives here, unboxing videos, “day in the life” posts, and aspirational setups make people think, “I want this in my home.” For brands, this means showcasing products in real-life scenarios, partnering with micro-influencers for authentic reviews, and creating visually engaging content that sparks curiosity.

WeChat, on the other hand, is where trust is earned. Older family members – who often hold the purse strings – turn to WeChat for reliable, in-depth information after being introduced to the product by younger relatives. They read long-form articles, watch detailed product demos, visit official brand accounts, encounter promotional information, and forward these in family group chats. That’s where final decisions are made.

It’s Not Just Presence – It’s About the Right Strategy

Having a presence on RED and WeChat is essential, but true success comes from creating a loop that connects these platforms smartly. Here’s what to consider:

1. Understand Role Dynamics
Different platforms serve different roles in the decision-making process. That’s why it’s critical to identify your entry point. For instance, in the case of premium refrigerators, a RED campaign targeting young homeowners with stunning visuals and influencer reviews can ignite interest. A well-managed WeChat official account can play a crucial role through a series of targeted articles, persuasive content from different angles, and timely seasonal promotion alerts. Brands can guide potential customers toward the final decision, gently nudging them to take action when the time is right.

2. Match Content to the Funnel
In a marketing campaign, content should be tailored to the unique audience and characteristics of each platform to effectively guide consumers towards a purchase decision. For instance, a younger family member might discover a massage chair on RED through visually appealing content and influencer recommendations, while a parent may be persuaded by promotional offers and in-depth information on WeChat. When these family members come together to discuss the purchase, each brings input shaped by different platforms. 

3. Tap into Seasonal and Emotional Moments
Family purchases often peak around key life events and cultural festivals – Chinese New Year, Mid-Autumn Festival, or even sending a child off to university. Aligning your campaign with these emotional and timely moments increases its relevance, resonance, and results.

Want Results? Talk to Chin Today

If you’re planning your next campaign and want to reach Chinese families with real buying power, you don’t have to do all the heavy lifting alone. Team up with Chin Communications, we’ll help you connect the dots and convert attention into action.

Contact us today at info@chincommunications.com.au or call us on 1300 792 446.

The post Not an Odd Couple – How to Win Over the Whole Chinese Family: Using RED + WeChat to Sell High-Ticket Items to Chinese Consumers appeared first on Chin Communications.

Are you thinking about launching an influencer campaign to target your Chinese audience in Australia? If you’re looking to reach a highly engaged, trend-savvy audience, particularly young female consumers, then RED, also known as RED Note, should be at the top of your list. With over 260 million monthly active users and a unique mix of social media, content discovery, and e-commerce, RED is a powerhouse platform for brand building.

But how do you actually plan an influencer campaign that works on RED?

Here’s your essential, step-by-step guide to doing it right – without getting lost on your new journey.

Step 1: Is Your Product Right for RED?

Before diving into campaign planning, it’s important to ask: Is your product even suitable for RED?

The easiest way to find out? Search it. 

Use RED’s in-app search function to look up your product category. This gives you an immediate snapshot of whether people are talking about your niche, what kind of content performs well, and how competitive the space is.

Also, be mindful that RED has its own content and industry restrictions. Certain sectors, such as gambling, finance, and real estate, may face limitations or even be banned. Doing your homework upfront helps you avoid compliance issues down the line.

Step 2: Identify Content Trends and Platform Restrictions

Once you’ve confirmed that your product is RED-friendly, the next step is research.

What’s trending? What are people saying? And equally important – what are people not allowed to say?

Understanding the style, tone, and expectations on RED is crucial. It’s a lifestyle-driven platform, so soft-sell, storytelling-style content works best. Influencers often use personal narratives to frame product experiences, and users value authenticity over polish.

Don’t forget to also take note of this article: Want to Survive on RED? Learn to Walk the ‘Red Line’!

Step 3: Find the Right Influencers

Here’s where things get exciting — but also a little tricky.

Over 70% of RED users are female, primarily Gen Z and young millennial women. They dominate categories like beauty, fashion, skincare, food, fitness, travel, and motherhood. That’s why influencer selection isn’t just about numbers – it’s about fit.

In fact, on RED, content quality and relatability outweigh follower count. Thanks to the platform’s algorithm, even micro-influencers can achieve huge organic reach if their posts strike the right chord.

When selecting influencers, ask yourself:

• Do they align with my brand tone and values?
• Is their content consistently engaging and shareable?
• Have they worked with similar products before – and with what results?
  

It helps to look at the engagement, comments, and user feedback on their past posts, not just vanity metrics.

Step 4: Negotiate & Plan the Collaboration

Once you’ve shortlisted your ideal influencers, it’s time to talk business.

Just like any influencer campaign, you’ll need to agree on:

• Deliverables (e.g. number of posts, video or photo format, hashtags, messaging)
• Timelines (especially if your campaign is tied to product launches or shopping festivals)
• Budget (rates vary widely depending on the influencer’s follower count and category)
  

Don’t forget to allow extra time for content review and revisions – more on that below.

Step 5: Content Review & Publish

This is the step where many brands stumble: content localisation.

RED isn’t like Facebook, Instagram or TikTok. What works in the West may not work in China. From language and cultural references to visual presentation, every detail counts. Even small word choices can make or break your brand’s first impression.

That’s why it’s critical to review content from a localised, culturally aware perspective. Make sure your posts:

• Use appropriate and engaging Chinese language
• Respect cultural nuances
• Fit seamlessly into the RED content ecosystem
  

If you’re unsure how to navigate this, partnering with a local Chinese marketing agency is the best way to ensure your campaign lands the right way.

Bonus Tip: Let CHIN Marketing Help

At CHIN Marketing, we’ve helped over 50 Australian brands successfully launch RED influencer campaigns – building genuine, long-term brand influence in the Chinese market.

From influencer scouting and campaign planning to content localisation and performance tracking, we know what it takes to get results on RED.

So if you’re ready to make a splash in China’s social media world, we’re here to guide you every step of the way.

Get in touch with our team today and let’s plan your next big move. Call 1300 792 446 or email us at info@chincommunications.com.au.

The post How to Plan an Influencer Campaign for the Chinese Market? Your Step-by-Step Guide to RED campaign appeared first on Chin Communications.

When we talk about WeChat marketing in 2025, we’re usually referring to the management of a WeChat Official Account. This includes setting up an account, creating content, and managing leads. In an era dominated by short posts and short videos, long-form content on WeChat still holds its ground. Its strengths lie in content depth and flexibility in design. 

Although newer Chinese social media platforms have attracted large audiences, WeChat continues to provide exceptional value, particularly for brands targeting the Chinese-speaking community. That’s why, in today’s fragmented digital space, it’s more important than ever to create effective, strategic WeChat content that truly connects with your target audience.

Why Strategy Matters on WeChat

Unlike open platforms where content can go viral organically (like RED or TikTok), content on WeChat doesn’t spread by default. It relies heavily on user sharing and loyal followings. That’s why a smart WeChat strategy is essential – starting with clearly defining your audience, understanding their interests (topics, format, tone, layout, etc.), and creating content tailored to those insights. 

Successful WeChat management isn’t about pushing out as much content as possible; it’s about publishing the right content.

What is Ineffective Content?

Before exploring what makes content work, let’s first define what doesn’t:

• Translating English articles into Chinese, particularly through AI or machine translation, and publishing them without editing.
• Copying and pasting web content onto WeChat without formatting it for the platform.
• Ignoring WeChat’s design and layout best practices, e.g. long blocks of text or poor mobile readability.
• Posting English-only content to a Chinese-speaking audience.

These missteps are common in Chinese marketing, and they waste time while delivering little to no engagement. Worse yet, they can harm your brand perception.

What does Effective WeChat Content Look Like?

1. Topic Value

WeChat users are investing time to read, so give them something worth reading. Your content should be relevant and valuable, not just self-promotional.

For example, if you’re an internet service provider in Australia, skip the sales pitch. Instead, create articles like “5 Things to Know Before Choosing an NBN Plan in Australia” or “How to Optimise Your Home Internet Without Upgrading”.

This kind of practical, localised content builds trust and gives your Chinese social media strategy more traction.

2. Content Format

What’s the best format: mostly text or image-rich posts? It really depends on your industry and the message you want to convey.

If you manage a travel-related account, rich visuals are key. An article like “Top 3 Weekend Getaways from Melbourne” becomes much more shareable when you include photo galleries, short videos, or even GIFs. These formats make your WeChat content stand out in busy feeds.

3. Layout & Design

WeChat gives you far more control over layout than most other platforms. Custom layouts, font variations, image placements, and call-to-action buttons can dramatically increase engagement.

Clean, mobile-friendly formatting isn’t just cosmetic; it’s an essential part of any professional WeChat strategy.

4. Tone & Voice

Your tone should reflect your brand personality. If you are a B2B brand, your tone might be formal or approachable or somewhere in between. If you are a B2C brand, you can even humanise your brand by adding personality to your long-form content.

This is where partnering with an experienced WeChat agency can help. Tone, voice, and style are often underestimated, but they’re key to standing out in Chinese marketing.

CHIN’s Experience with Australian Brands

At CHIN, we’ve helped over 50 Australian brands across government, tourism, tech, property, education, and healthcare grow their reach and reputation through effective WeChat management and Chinese social media marketing. Whether you’re starting from scratch or looking to optimise your existing account, our approach combines strong creative direction with data-backed strategies.

Don’t waste time on WeChat content that doesn’t deliver. Instead, focus on meaningful, well-crafted storytelling – and let a strong WeChat agency help you build a strategy that actually works. Contact CHIN marketing team today!

The post From Noise to Impact: Create WeChat Content That Cuts Through in 2025 appeared first on Chin Communications.

Both WeChat and RED are giants in China’s social media landscape but present a stark difference in community vibe. For the exact same video—showing a young mother challenging her 3-year-old son to eat bitter melon—the comments on RED are filled with snarky, witty, and meme-like reactions, dripping with humour and playfulness. On WeChat, however, the same video might elicit affectionate, serious praise for her bravery and emotional stability, with a more formal and sincere tone.

Why does this happen?

User Demographics: A Tale of Two Audiences

Young people love to make memes on social media platforms. They are dedicated to using humour and sarcasm (mostly with good intentions) to show their ability to follow hot topics and seek belonging within their young community. Fundamentally, RED is a hub for fashion, beauty, lifestyle, and all things trendy, which has attracted a vast number of young, trend-conscious users, primarily women aged 18-35 (according to the Qianggua Database). As a result, RED is their go-to platform for shopping recommendations, personalised discovery, and lifestyle tips.

WeChat, on the other hand, is a jack-of-all-trades. Its user base spans young professionals to older generations, making it one of the most versatile platforms in China. Beyond social networking, WeChat is used for news consumption, work interactions, payments, and group chats. The content here tends to be more rational and practical, either long posts or short videos, attracting users to prioritise long-term value, relationships, and reliable information. 

What Does This Mean for Brands?

As you may know, visibility is undoubtedly important, but the key to driving purchase conversions lies not in broad brand exposure alone, but in connecting with the right audience—those who either already need what your brand offers or can be easily convinced to develop that need. This is why efficient budget allocation and long-term brand growth hinge on a deep understanding of where your target audience spends their time and how they interact with content.

This is why targeting the right platform matters.

RED: A Playground for B2C Brands

For B2C brands, especially those in fashion, beauty, and lifestyle, RED is your ideal playground. Its young, trend-savvy users are quick to embrace new products, especially when influenced by Key Opinion Leaders (KOLs); this impulsive buying behaviour makes it ideal for brands looking to drive quick sales through short, snappy, and visually appealing content. 

WeChat: A Space for Professional and Relational Engagement

WeChat, with its mature user base, is better suited for brands or organisations offering professional services or targeting older demographics. Its features, like long-form articles, short videos, customer relationship management (CRM), and group-based communication, make it perfect for building trust and loyalty, leading to its advantage in fostering long-term relationships.

That said, it’s not a one-size-fits-all scenario. Different industries face varying regulations on these platforms, which can impact your brand’s performance. For example, while RED is great for attracting individual customers, it imposes functional constraints on industries like real estate. To find the best platform and feature combination for your business, contact CHIN’s marketing experts today. 

Final Thoughts: Tailoring Your Marketing Strategy with CHIN Communications

While RED and WeChat cater to different audiences, they both offer unique strengths. RED’s community-driven format amplifies word-of-mouth (WOM) marketing, while WeChat’s private traffic model fosters long-term customer loyalty. The key is to leverage the strengths of both platforms in a complementary way.

At CHIN, our marketing experts specialise in crafting tailored strategies that align with your brand’s goals. Whether you’re aiming to boost awareness, drive sales, or build customer loyalty, we’ll help you navigate the complexities of China’s digital landscape.

The post WeChat vs. RED: The Divergence in User Demographics appeared first on Chin Communications.

In recent months, RED, or RedNote (its new name after “TikTok refugee” numbers leapt) has surged in popularity globally. While its blend of lifestyle content and viral trends might remind users of Instagram or TikTok, it operates under a fundamentally different set of rules. For brands eyeing this platform, understanding its unique restrictions—both in content types and language—is critical to avoiding pitfalls and getting banned.

Here’s what you need to know.

1. Content Restrictions: Beyond Aesthetics

RED’s polished, aspirational facade hides a tightly controlled ecosystem. Unlike Western social platforms, where free expression often takes priority, RED enforces strict compliance with Chinese regulatory standards. Key limitations include:

• Political Sensitivity: Any content touching on politics, dissent, or socially critical narratives is strictly prohibited. The platform adheres to China’s Cybersecurity Law, censoring topics deemed harmful to national unity or social stability. Even innocuous discussions about cultural differences risk scrutiny if they imply criticism of China’s governance.
• Curated Realism: RED emphasises idealised lifestyles—luxury travel, high-end products, and “perfect” routines. Content showcasing socioeconomic struggles or unvarnished realities is rare, as the platform prioritises positivity aligned with state-endorsed values.
• Community Guidelines: Beyond legal compliance, RED policies address “negative energy,” including personal attacks, privacy violations, and even overly critical reviews of brands. For example, posts comparing products to “expose” competitors may be flagged as “disparagement”.

2. The Minefield of Banned Vocabulary

RED’s algorithmic and human moderators aggressively filter content using predefined lists of “prohibited terms”. These rules are far stricter than those on Western platforms:

• Absolute Language: Words like “best,” “top-tier,” “No.1,” or “world-class” are banned unless backed by verifiable data. Even subjective claims (e.g., “This is the perfect skincare routine”) will have a high risk of being banned.
• Misleading Promises: Terms implying guaranteed results (“100% effective,” “zero risk”) or superstitions (“attract wealth,” “boost luck”) are prohibited to prevent consumer deception.
• E-commerce Pitfalls: Direct calls to action like “click for discounts” or “limited-time offer” may trigger penalties for “incentivised engagement”. Brands must subtly navigate promotions without creating a sense of urgency.

Creators often resort to creative workarounds—using emojis, homophones, or vague phrasing—to bypass filters. However, this requires deep cultural and linguistic fluency, something non-Chinese brands rarely possess.

3. Why Brands Need Expert Guidance

Entering RED without local expertise is like walking blindfolded through a regulatory maze. Here’s why partnering with a specialised marketing agency is a non-negotiable:

• Navigating Cultural Nuances: RED’s users value authenticity but within rigid boundaries. Agencies understand how to craft narratives that resonate with Chinese audiences without triggering censorship. For instance, a skincare brand might highlight “natural ingredients” instead of claiming “miraculous results”.
• Compliance Safeguards: Agencies use AI tools and human audits to pre-screen content for banned vocabulary and risky themes, ensuring posts survive RED’s hybrid AI-human moderation system.
• Localisation Beyond Translation: Simply translating Western campaigns won’t work. RED’s trends are hyper-localised—think Chinese holiday themes or regional slang. Agencies bridge this gap, aligning your brand with trends like “cat tax”(new users share cat pictures as a form of informal entry fee before being fully accepted into the RED community), where new users share pet photos to build rapport.

RED’s Double-Edged Opportunity

RED offers unparalleled access to China’s affluent consumer base and a growing global audience. Yet, its restrictions demand a strategic, culturally attuned approach. For brands, the stakes are high: a single misstep can lead to account suspension or reputational damage.

Before diving in, ask yourself: Do you have the expertise to decode RED’s ever-shifting rules? If the answer is no, then investing in a seasoned marketing partner isn’t just wise—it’s essential. After all, in the world’s most scrutinised social ecosystem, compliance isn’t a checkbox; it’s the price of admission.

Want to leverage RED without the headaches? Connect with CHIN Marketing team for free social media strategy. 

The post Want to Survive on RED? Learn to Walk the ‘Red Line’! appeared first on Chin Communications.

By CHIN’s soothsayers

After the excitement of the Dragon, the Year of the Snake (also known as the “little dragon”) should be a progressive year that delivers results, albeit slowly.

On 29 January 2025, the Year of the Wood Snake slithers in. One of the first things we should notice is improvement in economic atmosphere – investors will regain confidence and the cost-of-living crisis will start to abate. The first part of the year could be when economic activities and the stock market will be more active. The snake delivers a positive mood, bringing confidence to buy. This energy will continue into 2026 (17 February 2026) when the horse is off and racing.

Still, saving money and being thrifty should be top priorities. It is also best to avoid high-risk investments this year. Snakes are charmers, but delusion and deception are also common in snake years. To gain the greatest benefits from this year, you must control spending. One ‘guru’ even suggests that wearing red underwear can bring added protection – we know snakes often shed their skins to transform themselves.

While in the East the Snake is known for its wisdom and transformative energy, with the wood element adding growth, stability, and creativity, almost all other cultures associate the snake with evil, hypocrisy and ugliness – all negative connotations.  However the snake was a symbol for worship in China as it represented beauty and luck. It was the earliest totem for Chinese people and the original god and goddess in China.

The bible has Adam and Eve. In ancient Chinese myths the earliest man and woman – Fuxi (伏羲) and Nuwa (女娲) – had human faces and snake bodies. They gave birth to mankind.  In some remote parts of China people still worship snakes – some places even have guard snakes which surround a baby to protect it.  In Fujian, a place called Snake Village has a black snake that goes into people’s houses protecting them and they regard it as a god.

Are you a Snake?

Snake Eyes – the worst gamblers in the universe, it’s just as well they are astute in business and lucky in other money matters, but don’t rely on a snake to help out, they can be tight. They are brilliant at solving problems and intuitive, seductive and amusing – oh, did I mention charming!  They have a great way with words and language as well and like reading and the arts.

Deep-thinking, wise, intelligent, good organisers, single-minded to achieve goals – of all of the signs, the snake will never give in, but he takes a long time to recover from failure.

Snakes rely on judgement rather than advice, and can be secretive and aloof. The snake chooses friends with care and will save his own skin first.  Good looking and always elegant, they like to have the latest devices and luxury.

Snakes are hard workers, but need to rest between times. They prefer a peaceful life and get stressed when things are chaotic.

They’ll be mad as a cut snake if you tread on them – they are passionate and will not forgive a slight or betrayal. Pay attention to your health in the Snake Year too – the Spanish Flu started in a Snake year and killed 50 million people.  In the last Snake year in 2013 who would have thought we would have come through a pandemic of similar magnitude (started in the Year of the Pig!).

Snake Oil Careers

Occupations that suit include: leader, writer, researcher, teacher, politician, scientist, artist, analyst, magician, sociologist, philosopher, salesperson.

Election in a Snake Year and other Predictions

Snake years can bring new innovations and progress – it was a snake year that saw the DNA structure of Crick and Watson and some snakes later the Human Genome sequence was revealed; also Einstein’s Theory of Relativity was published. The first petrol-powered car was also built in a snake year and are we seeing an escalation in the demise of petrol cars this snake year?

International conflicts persist and snake years are not always peaceful, but violence should abate – the Vietnam War raged in a snake year, but the Korean War ended, the Afghanistan War started in a snake year as well as the Second Opium War in China. We go into the Snake Year with a peace settlement in the Gaza war – could be a beacon for hope this year.

Previous snake years saw the Pearl Harbour attack, breaking down the Berlin Wall and the break up of the Soviet Union (the Russian empire also came to an end with the abdication of Tsar Nicolas in a Snake year) – are we sensing a strong Russian theme to this Snake Year? Tiananmen on 4 June 1989 and the 911 terrorist attacks in 2001 were also in snake years.

Lots of good has come in snake years though: China entered the WTO, APEC was founded and the Ipod introduced; not to mention the invention of the World Wide Web! Star Wars opened and colour television was born – we can’t wait to see what this Snake Year has in store!

The Centenary Test was played in Melbourne in a snake year and later this year The Ashes will be played in Australia (not to forget the Women’s Ashes which will be decided this Snake Year too. Sir Edmund Hillary and Tenzing Norgay were the first to reach the Mt Everest summit in a Snake Year.

Xi Jinping’s tenure started in a Snake Year (and he is a Snake!)

The last three Australian elections held in snake years were won by the coalition.

Snakes and Ladders

2013

• The first successful attempt in human cloning was made by scientists by using human skin cells to create embryos.
• Pope Benedict XVI became the first pope in 600 years to resign.

2001

• The Netherlands became the first country to legalise same-sex marriage.
• Ansett Airlines, one of the world’s oldest airlines, collapsed in Australia.

1989

• Shortly after the fall of the Berlin Wall, the Revolutions of 1989 started in Poland, which eventually led to the collapse of Communist regimes in Eastern Europe, and the End of the Cold War.
• Tim Berners-Lee, a British scientist, invented the World Wide Web (WWW).

1977

• With the success of the Smallpox vaccine, the disease was eradicated with the last naturally occurring case in Africa.
• The last execution by guillotine happened in France.
• Australian Democrats political party launched in Australia.
• First 7-Eleven store opened in Australia.
• In April 1977, the Apple II was introduced to the public, which was the first commercially successful personal computer.

1965

• Australia entered the Vietnam War sending troops to South Vietnam.
• Singapore became an independent and sovereign state after separating from Malaysia.
• The Indo-Pakistani war of 1965, also known as the second India-Pakistan war, spanned just over a month.
• A Soviet cosmonaut, Alexei Leonov, conducted the first spacewalk for just over 12 minutes.

1953

• The Coronation of Queen Elizabeth II took place.
• The first public demonstration of a Russian-English machine translation system was conducted, which was a collaboration between IBM and Georgetown University.

1941/2

• On 1^st January, 1942, 26 nations at war with the Axis powers signed the Declaration by United Nations. This is the first official use of the term “United Nations”.

1929

• The stock market in the U.S. crashed in October, triggering The Great Depression, the economic crisis lasting over a decade.
• The first Academy Awards took place in the Hollywood Roosevelt Hotel.

1917

• The U.S. entered World War I after declaring war on Germany in April 1917. After that, China also declared war on Germany in August.

Snake Charmers

Chinese interest: Mao Zedong and Xi Jinping, political figures: Soong Ching-ling, Chen Yun and Wu Bangguo, Chinese writer Lu Xun, actors: Gong Li, Carina Lau, Dicky Cheung, Aaron Kwok, Huang Xiaoming, Mavis Fan and Cheryl Yang

Australian pollies: Bob Hawke, Joe Hockey, Peter Garrett, Sue Lines, Nick McKim, Linda Reynolds, Larissa Waters, Alex Hawke, Stephen Jones, Keith Wolahan

Leaders (and beware if you are a Snake leader, there are multiple assassinations here): Tony Blair, John F Kennedy, Franklin D Roosevelt, Abraham Lincoln, Charles Darwin, Mahatma Gandhi, Indira Gandhi, Ferdinand Marcos, Martin Luther King, Alfred Nobel, Emmanuel Macron, Volodymyr Zelenskyy

Arty Snakes: Edgar Allen Poe, Mendelssohn, Brahms, Louis Vuitton, Alfred Lord Tennyson, Franz Schubert, Sidney Nolan, Picasso, Paul Simon, Art Garfunkle, Carole King, Bob Dylan, Oprah Winfrey, Brad Pitt, Ita Buttrose, Kanye West, Taylor Swift, Chris Martin, Robert Downey, Daniel Radcliffe, Katie Noonan, Chas Licciardello, Louis Braille (invented Braille reading and writing system)

Sporty Snakes: Steve and Mark Waugh, Steve Smith, Jannik Sinner, Iga Swiatek, Victoria Azarenka, Pat Cash, Mark Woodforde, John Millman, Kei Nishikori, Jack Draper, Daniel Ricciardo, Oscar Piastri.

Compatibility – into the Snake Pit: If you are planning to get married or begin a business partnership, you better take a good look at the other person’s finances. Snakes get on well with dragons, rabbits, roosters and oxen, but beware tigers, pigs and other snakes.

PARSELTONGUE

1. 强龙不压地头蛇 Qianglong bu ya ditoushe – a powerful dragon will not challenge a snake in its old haunts. Even though you are a strong dragon, you are an outsider and can’t defeat a snake at home – a parallel to the difficulties western businesses have working in China.

The post Wisdom, Transformation, and Creativity: The Wood Snake’s Legacy appeared first on Chin Communications.

Recent developments have seen a dramatic shift in global social media dynamics. Following the U.S. ban on TikTok, a wave of American users has flooded RED (Little Red Book, Xiaohongshu, or they are now callng it “Red Note”), a Chinese lifestyle and social media platform.

This influx has not only caused a surge in English-language posts but also positioned RED as a global content hub. In countries like the US, Australia, and the Netherlands, RED has climbed to the top spot in app stores, driven by this unprecedented migration.These new users often refer to themselves as “TikTok refugees,” and the term “TT refugee” has quickly become a buzzword.

This wave of new users has catalysed significant transformations in RED’s content landscape:

1. Cross-Cultural Interactions

The arrival of American users has sparked vibrant exchanges between them and Chinese users. Many Chinese users actively engage with these posts, leaving friendly comments and fostering a sense of community. This cultural exchange has inspired both sides to produce more content, bridging cultural gaps and creating a platform rich in diversity. 

2. Rise of New Trends and Memes

The cultural integration has given rise to unique trends and inside jokes. For instance, the “cat tax” phenomenon—where American users feel compelled to share pictures of their pets, especially cats—has led to an explosion of pet-related content.

This practice is humorously referred to as a “tax” because new users are often encouraged to post photos of their cats or pets as a form of informal entry fee before being fully accepted into the RED community. These light-hearted moments highlight the platform’s ability to foster creative and relatable interactions. 

3. Language Learning Boom

The language barrier has encouraged users to seek help from one another, leading to creative collaborations. Posts where Chinese students ask native English speakers to proofread essays or vice versa are becoming increasingly common. This phenomenon not only aids language learning but also enhances the global appeal of RED.

4. Brands Jumping on the Bandwagon

Businesses, both in China and abroad, have capitalised on the “TT refugee” trend. For example, Chinese food delivery app Ele.me humorously commented on posts with “Are you hungry?”—a playful marketing strategy that resonated with younger audiences.

Ele.me (饿了么)’s literal translation into English is “Are you hungry,” which not only works well in the context that new users are seen as “refugees” seeking comfort but also reinforces brand recognition through the repeated use of their name. This light-hearted approach to branding has proven highly effective, illustrating the platform’s potential for innovative advertising. 

Implications for Australian Brands

As RED evolves into a more globalised platform, it presents unique opportunities for Australian brands to engage with international audiences. Here’s how to navigate this shift effectively:

1. Early Adoption for Maximum Impact
   The growing popularity of RED means its user base and advertising potential are expanding rapidly. Early adopters stand to gain significant visibility and establish a strong foothold in this emerging market.
2. Monitor and Adapt Quickly to Platform Adjustments
   The influx of English content may prompt RED to introduce new features, such as enhanced translation tools, to accommodate its global audience. These changes will make the platform more accessible but may also bring new regulations. Staying updated on policy changes will be crucial for optimising marketing efforts.
3. Leverage Diverse Influencers/Content Creators
   With more international users joining RED, the pool of content creators and influencers will grow. This diversification offers brands a wider range of collaborators to tailor campaigns for different audiences.
4. Work with Experienced Strategists
   At CHIN Marketing, our team has extensive experience managing RED operations. Whether it’s crafting culturally relevant campaigns or leveraging the latest trends, our strategists can help your brand stand out during this transformative period.

The “TikTok refugee” phenomenon has ushered in a new era for RED, transforming it into a thriving hub of global content and cross-cultural exchange. For brands, this shift represents an unprecedented opportunity to connect with a diverse audience and leverage the platform’s growing influence. By staying agile and partnering with experts, Australian businesses can thrive in this new digital landscape.

Contact us today at info@chincommunications.com.au or call us on 1300 792 446.

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