China’s Douyin, WeChat and RedNote are rewriting marketing rules (opens in new tab)

For Chinese consumers, the journey from “I want” to “I buy” often happens in a single thumb-scroll. It is what Ashley Dudarenok, founder of Chinese digital consultancy ChoZan, calls a “closed loop” – a seamless ecosystem of discovery, evaluation and purchase that collapses the traditional marketing funnel. On platforms such as Douyin, RedNote and WeChat, the boundaries between content, community and commerce have largely disappeared. “A consumer can watch a live streamed video, read the revie...