A new player in the content revolution: The Jing Group Network introduces ‘Content Commerce Insider’

Content Commerce Insider provides insight into the fast-growing brand-supported content industry

CHINA. The Jing Network Group, a close and much-respected Moodie Davitt Report content partner, has launched Content Commerce Insider (CCI), a new website dedicated to the fast-growing world of brand-supported content in China.

Content Commerce Insider was initially developed as an extension of its partner site, China Film Insider. It features news and analysis about the latest developments in China’s rapidly-developing content commerce market. The new website is supported by a weekly newsletter that highlights case studies, successful campaigns, and exclusive interviews.

“Increasingly, what works in China has major revenue-generating global implications for any brand, and Content Commerce Insider is at the forefront of this dynamic period in one of the world’s fastest-developing industries” — Content Commerce Insider

The website features news, successful case studies, and exclusive interviews about China’s booming content commerce market

Content commerce — otherwise known as ‘brand-supported content’ — is defined as the merging of traditional content such as television programmes, live streams, and social media posts with the commercial function of marketing and sales.

According to CCI, content commerce is different from ‘branded content’ which traditionally uses celebrities and influencers to reach vast audiences across multiple demographics.

Content commerce is less focused on building brand awareness and more focused on leveraging specific communities to drive global revenues in new and unexpected ways. It also has the capability to merge creative business models through enabled online and offline purchasing.

Content commerce is particularly strong in China where platforms such as Weibo and WeChat have enabled local consumers to discover and buy their favourite brands through live interactive content.

WeChat and Weibo, which enable online purchasing, are the ideal platforms for ‘content commerce’ creatives to grow

The growing brand-supported market in China has also paved the way for new technologies such as augmented reality and seamless ecommerce integration. Such technological innovations have become the benchmark for numerous KOL-led strategies in travel retail, specifically for the dynamic beauty category.

In a statement, CCI said, “Over the past two decades, ‘content commerce’ has quietly emerged as a multi-billion dollar industry, becoming intertwined with the lives of millions of consumers around the world.

“Increasingly, what works in China has major revenue-generating global implications for any brand, and Content Commerce Insider is at the forefront of this dynamic period in one of the world’s fastest-developing industries.”

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