Chinese Content Marketing 101

Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.

Start with Chinese Content Marketing 101 to learn the basics.

Chao Startup Club: I Got 9 Chinese Paid Members in the First 24 Hours

Chao Startup Club: I Got 9 Chinese Paid Members in the First 24 Hours

Chao Cheng

China Market Expert Expert, Senior Partner at SinoStep
Author of Sell Online To China (Your Opportunity in China’s Booming Cross-border eCommerce Market) andHow to Build A Right Chinese Website That Works In China.

Cheng Chao has extensive expertise in China market entry, global translation & localization, cross-border business development, and global digital marketing.

Chao founded ChineseTrans, where he led a team of senior linguists to establish ChineseTrans as the market leader in professional Chinese translation services.

Since 2011, Chao has served as the managing director of SinoStep, a consulting agency helping foreign investment enter into the China market. Backed up with a strong team of China business consultants experienced in different sectors, Chao has successfully introduced dozens of overseas brands into the China market, established their operations in China on early stage and adapted their businesses to the China market.

see Chao's Bio

Latest posts by Chao Cheng (see all)

Chao Startup Club Inspired by a Coder

Chao Startup Club is a paid membership Q&A Community focusing on startup and freelancing topics.

I started it under my name on Mar. 3, 2017.

The idea of Chao Startup Club was inspired by a coder, who planned to start up his own business in the coming year.

He read my articles in Zhihu, made some background research on me, and added my WeChat asking whether I can provide a long-term consultation.

Earlier that morning I said I can provide startup coaching in the same QQ group we are in.

Got Started with 9 Paid Members in the First 24 Hours

The club received 9 paid members in the first 24 hours.

Now we have 12 members within just 4 working days.

What an inspiring story to tell!

And it was really a surprise for me.

In the next two days, I made a rough plan and set up some basic rules for the club to make sure it is a useful place for Chinese small startups and freelancers.

Mission of the Club

  • Help every small startup/freelancer member to start the business.
  • Coach the members on how to boost their income.
  • Solve problems in real business.

Benefits

What can the members benefit from the Club?

My slogan for the club is:

  • Each day, Each Member, One Startup Question.

So they can ask any startup-relevant questions.

  • 5 times of online live sharing every week to answer questions.
  • A true circle of small entrepreneurs.
  • Solve real problems in the startup business: finding the niche, improve skills, find resources.
  • Share case studies, and solutions with other members.
  • Match business opportunities.
  • Get first-hand internal business intelligence in the first time.

Annual Membership  

  • Early Bird Price: RMB1500/year (equivalent USD220/year) for each individual member.
  • Adjusted Price: The individual membership price will be adjusted to RMB3000 year when the number of members reaches 15.

Value Added Service

  • Private Consultation Session: RMB 350 for each question
  • One Hour Face to Face Private Consultation: RMB3500/session ((around USD550)
  • 8 Week Startup Coaching Lessons: RMB25,000 (around USD4,000)

How Does the Community Work?

Online Startup Knowledge Base

  • We manage all questions & answers in separate cards with relevant questions numbers.
  • All questions and answers are under specific categories.
  • Unanswered questions will be marked with Red Labels.
Oline Startup Knowledge Base at Chao Startup Club

Oline Startup Knowledge Base at Chao Startup Club

Paid WeChat Group

Each day, one question is allowed for each member.

Members can chat on any startup topics in the group.

And, the welcome red packet is the MOMENT of FUN for all members.

IMG_4163 IMG_4061

Questions and Answers

For each question, the asker will get a detailed reply within around 24 hours, in working days.

All club members can see the questions and answers in the private online knowledge base, as well as the WeChat group.

A typical question and the answer at Chao Startup Club

A typical question and the answer at Chao Startup Club

Key Topics

  • Finding your profitable niche
  • Analysis of your skills
  • Core Skills for a successful startup/freelancer
  • Effective Pricing
  • How to write your Profile
  • Analyze your potential customer
  • Improve your proposal
  • Goal of Income
  • Practice your English
  • Design an effective website
  • Persuasive sales copy writing
  • Internet marketing techniques

Red Packets

Red packets are popular in WeChat groups.

We are using it as well in daily management.

E.g.: on special holidays, like International Women’s day, red packets could be posted and shared with female members.

And red packets could keep the group active all the time.

Red Packets sent for Chao Startup Club

Red Packets sent for Chao Startup Club

Red Packets sent for Chao Startup Club

Red Packets sent for Chao Startup Club

Chao Startup Club Rules

Yes, I drafted club rules for all the member to follow.

Rules for Chao Startup Club

Rules for Chao Startup Club

Homework

Assignments are common in my replies to the questions.

And some members are working hard on them.

I am quite glad to see that.

The first member, the coder, even made a mind map for all he learned from my articles and coaching replies.

Mindmap made by my first member in Chao Startup Club

Mindmap made by my first member in Chao Startup Club

Who Are the Early Members?

These early birds are coming from various fields:

  • Coder,
  • Consultant,
  • Chess Teacher,
  • Sourcing Agent,
  • Designer,
  • Translator,
  • Insurance Agent, etc.

Where Are They Coming From?

Paid members of a personally branded club come from people who know you and trust you.

The membership fee is not very cheap for individuals.

Why was it so fast to acquire 9 paid members?

I believe it is the magic of Chinese authority content and personal influence in the niche market.

The following are the positive factors which built the source of potential members

  • A convincing profile with social proof.
  • Authority content in the niche market: I wrote articles on successful cross-border freelancers, startup and freelancing tips, guides to be a successful upworker.
  • Increasing number of followers at Chinese social media: Most paid members are from Zhihu, the largest Chinese knowledge sharing platform, and my personal WeChat Public Account.
  • QQ Groups: 3 members are in the same QQ group where I am in. It is another channel that we shall not forget.

Want to Sell Digital Products to Chinese Customers?

It is difficult for many foreign merchants to sell digital products in the China market.

Why?

A wrong marketing strategy and a poor website are always the major reason.

I’d like to share some tips for you to sell digital products in China.

  • A good Chinese SEO strategy is crucial to get organic traffic, but not enough.
  • Trust is the core of Business in China: Poor web design and low quality web copies just scared your potential Chinese customers.
  • Conduct an expert review on your Chinese website to find out all the existing issues of user experience, content mistakes, cultural problems, and USP or your products.
  • Authority content and online reputation management are way more important in the business.

What’s Next?

Are you interested in joining an English speaking China Business Club?

We are working on it.

Contact me if you want to join.

You can get the Early Bird Price.

How do I create a WeChat account with a QQ number?

How do I create a WeChat account with a QQ number?

Chao Cheng

China Market Expert Expert, Senior Partner at SinoStep
Author of Sell Online To China (Your Opportunity in China’s Booming Cross-border eCommerce Market) andHow to Build A Right Chinese Website That Works In China.

Cheng Chao has extensive expertise in China market entry, global translation & localization, cross-border business development, and global digital marketing.

Chao founded ChineseTrans, where he led a team of senior linguists to establish ChineseTrans as the market leader in professional Chinese translation services.

Since 2011, Chao has served as the managing director of SinoStep, a consulting agency helping foreign investment enter into the China market. Backed up with a strong team of China business consultants experienced in different sectors, Chao has successfully introduced dozens of overseas brands into the China market, established their operations in China on early stage and adapted their businesses to the China market.

see Chao's Bio

Latest posts by Chao Cheng (see all)

You need a mobile phone number to create a WeChat account with your QQ.

The mobile number could be only used for registration purpose.

You can hire a China virtual assistant to do this for you, or you can use any mobile phone number that Tencent supports.

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Steps

  • login page, click “Sign Up”.
  • Nickname, mobile phone number, password, avatar, Click “ Sign up”.
  • confirm the mobile phone number, click “OK”.
  • You will get the verification code from WeChat, input it in the blank.
  • Choose if you want to add contacts in address book, or just skip it.
  • Click “Link QQ to find more friends” in the WeChat interface.
  • Input your QQ number and password.
  • Finish the Link, back to Home, click “Me”-”Setting”
  • Click “Phone”, Then Click “…” on the Top right
  • Click “Unlink ” to unlink the mobile phone number.

Tadaa… Now you can use QQ to login WeChat directly.

You might be interested in Ultimate Guide to WeChat Marketing

How do I know if someone has blocked me on WeChat?

How do I know if someone has blocked me on WeChat?

Chao Cheng

China Market Expert Expert, Senior Partner at SinoStep
Author of Sell Online To China (Your Opportunity in China’s Booming Cross-border eCommerce Market) andHow to Build A Right Chinese Website That Works In China.

Cheng Chao has extensive expertise in China market entry, global translation & localization, cross-border business development, and global digital marketing.

Chao founded ChineseTrans, where he led a team of senior linguists to establish ChineseTrans as the market leader in professional Chinese translation services.

Since 2011, Chao has served as the managing director of SinoStep, a consulting agency helping foreign investment enter into the China market. Backed up with a strong team of China business consultants experienced in different sectors, Chao has successfully introduced dozens of overseas brands into the China market, established their operations in China on early stage and adapted their businesses to the China market.

see Chao's Bio

Latest posts by Chao Cheng (see all)

Three situations

  • You were deleted

When you visit his/her personal page, there will be thumbnail pictures of the moments in personal album,

Nothing will be shown in the moments.

  • She/He blocked you

You can see neither thumbnail pictures in the personal page nor anything in the moments.

You were blocked, but still in the contact list.

  • She/He never posted any moments

There are no personal album in the personal page.

Either this is an account he/she seldom use and he/she never posted anything in the moments, or he/she just deleted all the moments.

This is very rare.

Yes, you can try to send a message to verify. But it seems quite silly!

10 Fundamental Rules For Writing Killer Chinese Web Copy

10 Fundamental Rules For Writing Killer Chinese Web Copy

Chao Cheng

China Market Expert Expert, Senior Partner at SinoStep
Author of Sell Online To China (Your Opportunity in China’s Booming Cross-border eCommerce Market) andHow to Build A Right Chinese Website That Works In China.

Cheng Chao has extensive expertise in China market entry, global translation & localization, cross-border business development, and global digital marketing.

Chao founded ChineseTrans, where he led a team of senior linguists to establish ChineseTrans as the market leader in professional Chinese translation services.

Since 2011, Chao has served as the managing director of SinoStep, a consulting agency helping foreign investment enter into the China market. Backed up with a strong team of China business consultants experienced in different sectors, Chao has successfully introduced dozens of overseas brands into the China market, established their operations in China on early stage and adapted their businesses to the China market.

see Chao's Bio

Latest posts by Chao Cheng (see all)

Writing Killer Chinese Web Copy That Sells More

Before you prepare the first Chinese character of your web copy,

you must first

  • Know your goal
  • Know where to post
  • Know your target audience
  • Know your product or service
  • Know who will write or translate

Here are some fundamental rules:

Rule 10: Use the Right Chinese Language

Avoid simple mistakes of wrong languages first.

Many online sellers use traditional Chinese to sell to customers in mainland China.

If you are using a wrong language, how could you believe Chinese customer would trust you that you are serious with the business?

Rule 9: Write for your Chinese Customers, Not Yourself.

Never make your website only an ad.

To make your website effective, you should always put your Chinese visitors first.

Provide the information visitors seek and present it in an interesting, organized fashion.

Let the customer see the real you, that is how you can build trust.

 

Rule 8: Provide All the Information Your Chinese Customers Care

Your potential Chinese customers come to find answers, show them the facts and proof what they need.

  • Benefits
  • Features
  • Workflow
  • Pricing
  • Payment
  • Delivery
  • Case Study, Testimonial
  • Returns & Guarantee
  • etc.

If they can not find the information they want, your competitors win.

And, it is very important to provide the correct and relevant information.

Chinese customers won’t trust you if you list wrong facts or examples.

 

Rule 7: Straightforward and Conversational

Chinese customers want to know everything before they buy, but nobody want to read cliches.

Organize your content to be easy to navigate and read.

  • Making your text easy to read by using skills in keywords, paragraphs, short texts, etc.
  • Use links in the right places.
  • Straight to the point and be objective.
  • Use the active voice.
  • Use easy to understand words or phrases, avoid industry jargon.

Rule 6: Provide Benefits and Unique Propositions

Why Chinese customers would buy from you, instead from others?

Products are different? Price is lower?

Find out your USP (Unique Selling Proposition) before selling to China.

Think it over and speak it out loud. See my latest blog: When Would a Chinese Consumer Buy from Your Web Store?

 

Rule 5: Use Real Pictures

Real photos always work best in online selling.

Because it will win your trust.

Try to improve your photography skill if possible, or hire a good photographer.

 

Rule 4: Capture the Leads

Put contact forms, opt-in forms, registration in multiple places to make it easy for visitors to contact you.

Offer some freebies if you can to encourage potential Chinese customers to leave their email address.

Chinese customers are happy to see online chat functions. Make use of it if you can offer it.

 

Rule 3: Keep Your Content Fresh

Update your content all the time.

Add new content and remove anything that is no longer relevant.

Do not bury good articles.

 

Rule 2: Search Engine Friendly

Organic traffic comes from successful China SEO.

Make your content friendly to Chinese search engines like Baidu.

Baidu is the top choice for Chinese customers to search anything.

 

Rule 1: Localize Your Web Copy to Adapt to the China Market

Before we point out the Rule of Thumb, let’s see a real case.

 

Case Study: My Diagnosis on Web Copies of a Medical Tourism Company

One medical tourism company came to me for a China market entry consulting, also asking me for a diagnosis of their Chinese web copies as well brochures.

  • They made their website and launched a big Baidu PPC campaign, but there is no single lead coming in.
  • They printed thousands of brochures and handed half of them in the shows, but the feedback is almost zero.
  • They launched Chinese Email Marketing and sent mass emails, but it did not work at all.
  • They plan to start Chinese social media marketing, but need a right strategy.

I looked into their business, found out there are several strategy problems need to be corrected. I am not covering this part in this article.

After I checked their web copies and their brochures. I told them to stop the PPC campaign and stop sending out the brochures.

Obviously they made a big mistake to translate their English text directly into Chinese, and they used a poor Chinese translator, or a poor Chinese proofreader, or a poor Chinese editor, or nobody actually checked the copies before it was officially published.

What was said in their web copy, then?

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  1. The business is to send Chinese patient to Israelf for medical treatments. However, the Chinese copy says that Israeli institutions are overcrowded with overseas patients. If it is true, why should Chinese patients come over? They are scared away upon seeing this.

Cheng Chao: improper term used, obviously it is a wrong translation, and the original text intends to say the Israeli clinics are very welcome by foreign patients.

6997908325036291762. “There is no language barrier”, but Chinese was not mentioned in the whole paragraph. “Many physicians can speak very good English and some other European languages”

Cheng Chao: You are writing copies to Chinese customers, but you don’t write for them.

OK, Chinese customers got it, you do not speak Chinese at all 🙂 How could you say you solve the language problem? It is a lie or a joke?

This will be more interesting when see so many other typo, and mistakes of translation.

How could Chinese patients rest assured if they use your service?

510368147763403666

3. The company compares their service with their counterparts in US and Europe.

However, if foreign patients go to US or Europe to get medical treatments, why they will arrive Israel?

Cheng Chao: If you want to sell, be serious to write.

People will only read when they are useful.

Don’t expect miracle happens if you are not a magician.

The Golden Rule

Customers only buy from companies they trust. Build the trust first for your business.

In the online world, writing is the first step. You must localize your web copies to adapt to the Chinese market. You need to understand the China market, do the right research.

A simple way is to use the best Chinese translator or Chinese copywriter you can find, they are your best salesperson.

Sometimes, it is not enough, you might need a China market entry consultant, like me:)

Road of Chinese Freelancers: Online Roundtable Meeting at Zhihu

Road of Chinese Freelancers: Online Roundtable Meeting at Zhihu

Chao Cheng

China Market Expert Expert, Senior Partner at SinoStep
Author of Sell Online To China (Your Opportunity in China’s Booming Cross-border eCommerce Market) andHow to Build A Right Chinese Website That Works In China.

Cheng Chao has extensive expertise in China market entry, global translation & localization, cross-border business development, and global digital marketing.

Chao founded ChineseTrans, where he led a team of senior linguists to establish ChineseTrans as the market leader in professional Chinese translation services.

Since 2011, Chao has served as the managing director of SinoStep, a consulting agency helping foreign investment enter into the China market. Backed up with a strong team of China business consultants experienced in different sectors, Chao has successfully introduced dozens of overseas brands into the China market, established their operations in China on early stage and adapted their businesses to the China market.

see Chao's Bio

Latest posts by Chao Cheng (see all)

Road of Chinese Freelancers

Road of Chinese Freelancers (https://www.zhihu.com/roundtable/freelancers), a 7-day online round table meeting on Zhihu started from last Wednesday, has already got 26840 followers and 5834566 page views when I started writing this blog, and the numbers keep increasing.

Road of Chinese Freelancers : online roundtable meeting at Zhihu

Road of Chinese Freelancers : online roundtable meeting at Zhihu

6M views, 26K Followers

As one of the panelists, I was invited to share my insights for the freelance business and advice for Chinese cross border freelancers.

I answered 16 questions, covering opportutinies, skills, experiences, work and life balance suggestions for Chinese freelancers, including my own stories to be a China market entry consultant, several cheetsheets and some tips.

my Zhihu profile: https://www.zhihu.com/people/chaoge

Chao, as one of the panalests in the roundtable meeting

Chao, as one of the panalests in the roundtable meeting

Within only 5 days, I got 856 upvotes, 504 thanks and 3148 bookmarks.

3 of my answers were recommended by Zhihu editors and 3 other answers were published in top threads at Zhihu Daily, a successful app that tens of millions of users open the first in their mobile phone every morning.

Ms. Liu, Zhihu editor, sent me a private message earlier today, inviting me to open a Zhihu column to write on Freelance Business.

This seems interesting.

Popular Cheatsheets, Stories and Questions

We can tell from the number of thanks and bookmarks that people love those cheatsheets.

People are also interested in my real business stories and those in other answers.

I shared some of my interesting services like Get A Chinese Name and there are even some inquiries from Chinese potential clients asking for getting English names for them.

Some people are interested how customers find me to do Market Entry Consulting.

Some freelancers are lack of experience in delivering professional Chinese Website Localization service to their clients.

There are more freelancer translators sending private messages asking for 1 on 1 guide to get more Chinese translaton business, inspired by the Chinese translation store.

Continue reading

Webchat Moments: First Series of Ads Released

Webchat Moments: First Series of Ads Released

Chao Cheng

China Market Expert Expert, Senior Partner at SinoStep
Author of Sell Online To China (Your Opportunity in China’s Booming Cross-border eCommerce Market) andHow to Build A Right Chinese Website That Works In China.

Cheng Chao has extensive expertise in China market entry, global translation & localization, cross-border business development, and global digital marketing.

Chao founded ChineseTrans, where he led a team of senior linguists to establish ChineseTrans as the market leader in professional Chinese translation services.

Since 2011, Chao has served as the managing director of SinoStep, a consulting agency helping foreign investment enter into the China market. Backed up with a strong team of China business consultants experienced in different sectors, Chao has successfully introduced dozens of overseas brands into the China market, established their operations in China on early stage and adapted their businesses to the China market.

see Chao's Bio

Latest posts by Chao Cheng (see all)

bmw First series of Wchat moments ads were released at around 20:00p.m. on Jan. 25, 2015,  and it quickly became the hottest topic on China social media.

The 3 advertisers are BMW China, Vivo Mobile Phone and Coca Cola. Unlike the official testing ads by Wechat Team, these 3 ads could be seen by selected wechat users. Continue reading

New Age of Wechat: Moments of Ads

New Age of Wechat: Moments of Ads

Chao Cheng

China Market Expert Expert, Senior Partner at SinoStep
Author of Sell Online To China (Your Opportunity in China’s Booming Cross-border eCommerce Market) andHow to Build A Right Chinese Website That Works In China.

Cheng Chao has extensive expertise in China market entry, global translation & localization, cross-border business development, and global digital marketing.

Chao founded ChineseTrans, where he led a team of senior linguists to establish ChineseTrans as the market leader in professional Chinese translation services.

Since 2011, Chao has served as the managing director of SinoStep, a consulting agency helping foreign investment enter into the China market. Backed up with a strong team of China business consultants experienced in different sectors, Chao has successfully introduced dozens of overseas brands into the China market, established their operations in China on early stage and adapted their businesses to the China market.

see Chao's Bio

Latest posts by Chao Cheng (see all)

Just a moment ago, we see this testing ads from wechat official account

 Ads are part of real life

You can not hide

They were not evil

They just did not understand you

We are trying

to make some change

 

moments of Ads

moments of Ads

 

Design of Wechat Ads on Moments

  1. Image + Text: Ads on moments are similar as normal message on moments, multiple images are supported.

  2. Link: “view details” link of the ads, linking to the landing page.

  3. “Promotion” Text and hide button: “Promotion” is marked on the top-right of the ads and users can hide ads.

  4. Comments and likes supported: like normal message on Moments, users can like or comment on message content. Wechat friends can view comments and likes.

Active Social Portal

Wechat Moments has been an important web portal of information.

According to Zhang Xiaolong, the product manager of wechat, 20% users pick subscription accounts. and 80% users are reading at moments.

It is estimated that 5.86 articles were read by each active wechat user on average.

 

Why “Circle of Friends”  is popular

Wechat Moments in Chinese is called 朋友圈 (Circle of Friends), Most people only add friends they are familiar, or at least they know.

People prefer sharing more personal update on Wechat moments than Weibo, and this is just the reason why many Chinese users frequently refreshing Wechat Moments

This is different from Weibo, which is more open, and many strangers can follow you.

Not  “Circle of Friends”  Anymore?

In the beginning, you will be excited and willing to buy some products from your friends when they recommends something on wechat.

However, what do you think when more and more friends on your “Circle of Friends”  become “weishang” (micro online business seller), and spamming your feeds with their products.

This is what happened to Moments now.

Most common products on Moments.

  • Cosmetics
  • Jewelry
  • Bags
  • Imported Food
  • Financial products
  • Travel products

It will be a challenge for Wechat to balance the needs of the users.

and it’s expected to regulate the existing spamming ads, very soon.

 

Do not ruin your Chinese SEO by common mistakes

Do not ruin your Chinese SEO by common mistakes

Chao Cheng

China Market Expert Expert, Senior Partner at SinoStep
Author of Sell Online To China (Your Opportunity in China’s Booming Cross-border eCommerce Market) andHow to Build A Right Chinese Website That Works In China.

Cheng Chao has extensive expertise in China market entry, global translation & localization, cross-border business development, and global digital marketing.

Chao founded ChineseTrans, where he led a team of senior linguists to establish ChineseTrans as the market leader in professional Chinese translation services.

Since 2011, Chao has served as the managing director of SinoStep, a consulting agency helping foreign investment enter into the China market. Backed up with a strong team of China business consultants experienced in different sectors, Chao has successfully introduced dozens of overseas brands into the China market, established their operations in China on early stage and adapted their businesses to the China market.

see Chao's Bio

Latest posts by Chao Cheng (see all)

After you launch your Chinese website,the most important job is to implement your Chinese online marketing strategy.

Most people think they can win at China SEO, especially when they had experience about English SEO.

I will show you common Chinese SEO mistakes that will ruin your online marketing efforts.

Do not ruin your Chinese SEO by common mistakes

Do not ruin your Chinese SEO by common mistakes

Continue reading

SinoStep Chinese Online Marketing Campaign Guide with New Launch Coupon

SinoStep Chinese Online Marketing Campaign Guide with New Launch Coupon

Chao Cheng

China Market Expert Expert, Senior Partner at SinoStep
Author of Sell Online To China (Your Opportunity in China’s Booming Cross-border eCommerce Market) andHow to Build A Right Chinese Website That Works In China.

Cheng Chao has extensive expertise in China market entry, global translation & localization, cross-border business development, and global digital marketing.

Chao founded ChineseTrans, where he led a team of senior linguists to establish ChineseTrans as the market leader in professional Chinese translation services.

Since 2011, Chao has served as the managing director of SinoStep, a consulting agency helping foreign investment enter into the China market. Backed up with a strong team of China business consultants experienced in different sectors, Chao has successfully introduced dozens of overseas brands into the China market, established their operations in China on early stage and adapted their businesses to the China market.

see Chao's Bio

Latest posts by Chao Cheng (see all)

It’s never been so easy to start your Chinese Online Marketing Campaign now.

Now, Sinostep China Marketing team provides an easy way to tailor-made your Chinese online marketing campaign.

 

SinoStep: Customize Your Chinese Online Marketing Campaign: Choose Language, Target Market, Service Length and Service Level

SinoStep: Customize Your Chinese Online Marketing Campaign: Choose Language, Target Market, Service Length and Service Level

Continue reading

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