Wendy Chen

Wendy is the Head of Digital Products at ChoZan. She’s one of the leading experts on KOL campaigns and China’s fan economy. As a marketing manager at Alarice, Wendy leads account management projects on niche social media platforms and helps brands to launch creative campaigns on Bilibili, RED, Douyin and other Chinese social media platforms

As a digital marketing trainer at ChoZan, Wendy has trained multinational clients from the FMCG, fashion and lifestyle sector. Through our exclusive China Marketing Circle, Wendy digs into the latest trends, insights and case studies related to modern Chinese consumers and shares them weekly with hundreds of brands and China watchers.

Wendy also has special experience leading consultations for tech companies on the latest Chinese consumer trends and up-and-coming platforms. Wendy is fluent in English and Mandarin Chinese.


  • China Trend Watching
  • How to Run Effective KOL Campaigns
  • Fan Economy
  • Niche Social Media Platforms
  • Tech, FMCG, fashion, lifestyle
  • Marketing on Bilibili, RED and Douyin
  • Modern Chinese consumers
  • China’s latest hot topics







    How to Do Marketing on Kuaishou in 2020

    How to Do Marketing on Douyin in 2020


    What are the top 3 trends you are following today?


    Metaverse is a new concept that has arisen recently. METAVERSE refers to a virtual space that is parallel and separate from the real world. In this virtual space, people can interact socially through their virtual identities, leading to collaboration, transactions, and ultimately to the formation of independent social rules and economic systems.

    The meta-universe has eight elements: identity, friends, immersion, low latency, diversity, location, economy, and civilization. Currently, the most appropriate application scenario for the metaverse is games. The meta-universe concept is the ultimate form of immersive experience that will completely bridge the gap between online and offline, allowing people to travel freely between the real and virtual world.

    Smart Home Devices

    Popular small home appliances such as the vacuum mop were on fire this year, reflecting that smart home devices and appliances have become a general trend. The rationale behind all this is the upgrading of the lazy economy. So in the near future, we would be able to see more various smart home appliances coming out in the market to attract young consumers.

    Digital RMB

    The digital RMB is a new digital currency that was introduced a year ago. But in fact, not many people actually use digital RMB in China. But for this year’s Double 11, JD cooperated with the digital RMB, and had more than 100,000 people use the digital RMB to purchase products on JD. At present, the acquisition channels of digital RMB are still mostly delivered through government distribution or lucky draws, consumption is then made via people’s ID cards. The main use of digital RMB was applicable to entertainment consumption such as tourism. Now it is mainly a way for the government to drive the economy. However, the cooperation between JD and digital RMB makes us see more possibilities of digital RMB use in the future.


    What do you think global companies can learn from China in 2022?

    The new consumption brands and the more immersive e-commerce experience in China are the most valuable factors for global companies to learn from China in 2022. New consumption brands are now rising greatly in the China market as they have new promotion channels and more fragmented functions. Such kinds of new brands can definitely meet young consumers’ requirements of being new and trendy.

    When it comes to immersive e-commerce experiences, the boom in live-streaming must be mentioned. Today’s more detailed and advanced live-streaming functions, including 3D product displays and AI assistants, help to build a 24-hour comprehensive live-streaming experience.

    What questions / topics can you cover for brands / international companies seeking guidance and China and learn from China?

    E-commerce: Shopping festivals, brand marketing, ecommerce content, etc. Trend-Watching: The most updated trends in China market, tourism, cosmetics, etc.

    Fan Economy: How it developed, KOL development and content difference, today’s fan economy and what drives it.


    When it comes to immersive e-commerce experiences, the boom in live-streaming must be mentioned. Today’s more detailed and advanced live-streaming functions, including 3D product displays and AI assistants, help to build a 24-hour comprehensive live-streaming experience.

    How do you keep up to date with the Digital Marketing Trends in China?

    I am currently managing the China Marketing Circle, so I am always checking online for the most updated consumer trends, case studies, and insightful information about Chinese digital marketing. I have been working for various clients in different industries about China marketing, so I have a very good grasp on the trends and the most popular content and tools now.

    What was something you learned recently and blew you away?

    Celebrity live-streams. I have been strongly impressed by the phenomenon where a lot of successful or famous actors and actresses have started to do live-commerce instead of doing their original jobs. On the one hand, the prospering development of live-streams will definitely make it a potential job for people in all industries. On the other hand, when the job becomes more common, a lot of negative effects will and have already appeared, such as fake products and dramatic plots that might arise during the live-stream. Some live-streamers would even get in fake arguments with the brand and their teams, pretending to help viewers ‘fight for a better price’ for the product being sold during the live-stream.

    As more incidents like this keep happening, consumers are starting to lose trust in e-commerce live-streams. Fake plots like the one mentioned normally happen on the Douyin and Kuaishou platforms. The next step from the government would be to adjust this problem in the market and adjust the regulations to be more strict.


    Why should I hire you as a trainer?

    I am originally from mainland China so I fully understand the Chinese culture and audience. I have 2 years of China marketing experience and 1 year of experience in the training role, both of which involved working with international clients of different sizes and across different industries. I have offered training for many big brands‘ internal marketing teams, such as Disneyland, Huawei, Coca Cola, etc. I also regularly host our company’s webinars where I talk about the latest trends and the new normal in China.

    How will you prepare a training curriculum for my team?

    The training curriculum is customized based on your learning outcomes and your existing knowledge of a particular topic. I will get an initial understanding of your outcomes, your pain  points and incorporate some of the industry trends in preparing your curriculum. You can still make adjustments to the curriculum according to your own needs after I have sent the outline for your preview. Essentially, you have your say in selecting the kind of content you and your team will receive at the training session.

    What if my team has questions after training?

    Each training includes a 15-minute Q&A session in which you and your team can ask me questions related to the topic of the training as well as the content delivered. Even after the training has ended, you are welcome to set up a call with me if you need more information and more customized content.

    What materials do you need from us for the training?

    Before the training begins, I will send you a digital form to inquire about the details of the training and the learning needs that you and your team are looking for. The basic information required from your end includes your company background, your team’s profile, your previous experience with China digital marketing, the topics of your interest, and most importantly, the pain points and the outcomes that you’re looking for.


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