In this episode of The Negotiation, host Todd Embley sits down with Elysia Guo, a rising voice in China’s influencer economy and an entrepreneur who has built a unique career at the intersection of strategy, creativity, and digital influence.
Elysia shares her journey from a strategy consultant to becoming a full-time content creator and brand collaborator, offering an inside look into China’s fast-moving social marketing landscape. She discusses how she built her online presence, what brands look for when working with influencers, and what differentiates China’s major social platforms such as Douyin, Xiaohongshu, and WeChat.
The conversation also explores the latest lifestyle and consumer trends shaping spending behavior among Chinese Gen Z and millennials, as well as actionable advice for international brands aiming to make an impact in China’s complex and competitive digital space.
Discussion Points:
· Elysia’s career journey from consulting to entrepreneurship and influencer marketing
· The current job market for young professionals in China
· How influencers like Elysia collaborate with brands and what they look for in partnerships
· The most effective marketing strategies for brands in China’s digital ecosystem
· Differences between major platforms: Douyin, Xiaohongshu, and WeChat
· Why Xiaohongshu stands out as a hub for product discovery and brand storytelling
· Emerging lifestyle and consumption trends among Chinese consumers
· Advice for international brands entering or expanding in China
What is The Negotiation?
Despite being the world’s most potent economic area, Asia can be one of the most challenging regions to navigate and manage well for foreign brands. However, plenty of positive stories exist and more are emerging every day as brands start to see success in engaging and deploying appropriate market growth strategies – with the help of specialists.
The Negotiation is an interview show that showcases those hard-to-find success stories and chats with the incredible leaders behind them, teasing out the nuances and digging into the details that can make market growth in APAC a winning proposition.