NBH CEO Jonathan Kullman features in Resumé! 

NBH CEO Jonathan Kullman features in Resumé! 

We are proad to annonce that NBH CEO Jonathan Kullman was featured in one of Sweden’s largest industry magazines, Resumé!

In the interview, he discussed the tremendous potential that digital marketing in China offers for companies seeking expansion. The interview explores different ways to effectively utilize digital marketing to establish a strong presence and engage with the targeted market in China.

The interview covered various topics, including the importance of customizing marketing strategies to fit the local market and understanding the cultural vaslue of the Chinese audience.

Given the significant diversity of the Chinese market, it’s crucial to tailor your messaging, visuals, and campaigns to resonate with the local culture, which can significantly enhance your brand’s appeal.

The article is behind a payed-wall, but as always, if you want to learn more about the digital landscape of China or how you digitally can expand your business, you’re always welcome to reach out to us!

You’ll find the complete article by clicking here!

Jonathan Kullman and NBH Shanghai office building.
NBH Guide: How important is Weibo for your China online presence?

NBH Guide: How important is Weibo for your China online presence?

China’s social media scene can for many be described as a jungle and confusing to navigate. But if you’ve been involved in China for a while, you’ve probably heard of Weibo.  

It’s a social media platform that easily can be describe as an “microblog”. Weibo next to WeChat used to be the top important platform for branding in China, and many may wonder, is weibo still relevant or is it a dead end?

In this guide, NBH gets back “to the basics”, and talks about Weibo, which actually came before WeChat and still plays a big role in digital China.

What is Weibo? – Weibo Vs. Twitter  

Sina Weibo (is a social media platform that was launched in 2009 by Sina Corporation, a Chinese technology company. It is often referred to as the “Chinese Twitter” because it allows users to post short messages to their followers. 

However, unlike Twitter, Weibo also allows users to post longer messages, upload photos and videos. Like Twitter, you can follow other users, companies and celebrities. 

Weibo has become one of the most popular social media platforms in China, with 582 million monthly users. It has also become an important tool for businesses and public figures to connect with their audience.

Despite its similarities to Twitter, Weibo has adapted to the Chinese market by incorporating features such as online shopping, games, and other entertainment options. 

Source: Statista 2022

Why use Weibo as your Digital Marketing tool?

Weibo can be a valuable tool for businesses looking to connect with Chinese consumers. By creating high-quality content, and using Weibo’s advertising features, you can effectively reach and engage with your target audience on this platform.

NBH gives you our top three reasons:

High engagement rate: Weibo users are highly active on the platform, with many checking the app multiple times per day. This means that businesses can expect high levels of engagement with their posts.

Influencer marketing: Weibo has a large number of KOLs (Key Opinion Leaders), who are influential users with large followings. Collaborating with KOLs on Weibo can help businesses promote their products or services to a wider audience and increase brand awareness.

Real-time feedback: Weibo allows businesses to engage with their customers in real-time, responding to comments and feedback. This can help businesses improve customer satisfaction and build customer loyalty.

Increased SEO: By maintain brand exposure, link building, and social signal on Weibo it will contribute to your overall SEO efforts in China.

Swedish Embassy Beijing and Kesko on Weibo.

Is Weibo dead as a marketing tool?

Weibo is still a viable marketing tool in China, despite some people believing it to be as “outdated” as Facebook. In fact, Weibo still attracts a large young user base and maintains its popularity due to its high engagement rate.

But, as the social media landscape in China continues to expand, businesses now have more platform options than ever before when establishing an online presence in the country. So the questions is more, which platforms suits best for you?

Why does Weibo have such a high engagement rate among its followers?

Weibo has become a platform that spreads news, highlights politics, celebrity gossip, spreads hashtags with important social messages, discusses the climate issue or shares knowledge about a particular industry or product.

B2C brand has various example of lifting “problems” or social issues on Weibo. For example, has the celebration of Women’s Day on Weibo often provides a good example of when some brands are willing to take a more unconventional approach. This trend has been observed in China in recent years and can serve as a useful barometer for brands looking to gain insight into social issues in the country.


Hershey, an American chocolate brand, achieved great success with the release of a limited edition HERSHE (HER-SHE) themed collection, as part of their SHEROES (SHE-HEROES) campaign. The campaign celebrated International Women’s Day by highlighting three women who have made positive contributions to society: wildlife photographer Xu Keyi, volunteer teacher Wan Lijun, and young artist Wu Xixia.

As a result, the hashtag #HERSHE became widespread and gained with 400+ million reads.

Hershey’s campaign for IWD China 2023.

Other example is the chinese brand NEIWAI内外 who has several examples of creating campiagns with a more unconventional approacht. The last campaign was to highlight violence againt women, with both video commercail and pictures, which had a widespead and became a hot topic on weibo.

Neiwai on Weibo

Is Weibo relevant for B2B-business?

It’s easy to assume that Weibo is primarily a platform similar to Twitter, focused on social engagement, opinion formation, and sharing of views. However, as we described above, there are significant differences between the platforms. And for the B2B sector, there is some greate potential if you use it correctly.

Here are some of the main benefits:

Wide User Base: Weibo has a large user base of professionals and businesses, providing access to potential B2B customers.

  • Brand Exposure: Weibo allows businesses to promote their brand through various content formats, increasing visibility among Chinese B2B audiences.
  • Engagement and Interaction: Weibo enables businesses to engage with their target audience through comments, likes, shares, and direct messages, building relationships and gaining insights.
  • Thought Leadership: Weibo helps establish thought leadership by sharing industry insights and valuable content, positioning the business as an authority in the industry.
  • Chinese Language and Culture: Weibo is designed for the Chinese market, allowing effective communication and adaptation to local market strategies.

Finally, Don’t age discriminate…

Weibo is a great monitoring platform if you want to stay updated with the latest in China, both in society and related to trends. The platform’s strong local presence and clear local profile are perfect for increasing your credibility. There are currently no signals that it is dead or outdated.

The platform is evolving but remains relevant!

If you’re serious about your venture in China, we recommend to at least familiarizing yourself with Weibo and considering how it can serve a purpose for your company.

NBH Networking Event: China’s Digital Landscape

NBH Networking Event: China’s Digital Landscape

NBH wants to kick-start this spring with an upcoming networking event! Join us and others that are interested in Digital China!

The topic of this Networking Event is China’s Digital Landscape. Learn how to navigate through China’s online landscape and how you can target your audience to grow sales and brand awareness.

Speaker of the event will be NBH Digital China Experts, CEO Jonathan Kullman, and CCO Richard Hårdänge.

We will go through China’s main digital platforms, how they differ, the latest updates, and how different industries can target their marketing. We will also touch on topics such as influencer marketing, SEO/SEM, Chinese website, and the importance of PR for industry Media.

This meeting is for everyone who operates or wants to operate digitally in China, both within B2B and B2C.

When: Tuesday, 18 April 2023

Time: 2-4 pm CET (14.00-16.00)

Where: Fleminggatan 18, Convendum Kungsholmen, Stockholm Sweden

Event Fee: This event is free of charge

Language: The event will be held in English or Swedish, depending on the participants.

Find time, date and registration below!

About NBH Network

Through NBH’s network meetings, will we spread knowledge about China’s Digital Market. During different meetings, will we address different topics, where we from NBH present our knowledge and experiences regarding China’s digital landscape, but where we also invite other speakers who share their expertise.

Together, we want to create a network where companies and other stakeholders can open up to dialogue with their questions, problems, or opportunities that they have encountered when working with the digital establishment in China.

This is a unique opportunity to create knowledge about digital China, take your marketing to the next level, and learn from others how they target their approach towards China.

Welcome to NBH’s Network where we together spread and share knowledge about Digital China!

Digital Marketing for B2B in China: NBH summerize our seminar tour in collab with SCTC!

Digital Marketing for B2B in China: NBH summerize our seminar tour in collab with SCTC!

NBH kick-started 2023 with a mini seminar tour! Starting in Stockholm 16 January, Gothenburg 9 February and finally in Malmö on 3 March!

We did these seminars together with the Sweden-China Trade Council, and we want to give a real shout-out to Elisabeth Söderström, secretary general at SCTC, for such a fine collaboration!

NBH CEO Jonathan Kullman and CCO Richard Hårdhänge talked about digital marketing in China, what opportunities exist and the rapid development that is taking place. We focused above all on B2B in China, where digital communication has come to play a greater role.

To read more about the seminar program, click here.

In Stockholm, were we lucky to have Chris Engström from Eletta Flow as our guest-speaker. Chris shared his experiences from working with China pre-covid and how digitalization has opened up opportunities in reaching China.

In February, Port of Gothenburg welcome us to hold the seminar located at their office-space, and Jacob Minnhagen started the day by talking about his experiences working with China.

Last but not least, we finished in Malmö at the Syd / Svenska Handelskammaren where Mariette Gunnarsson welcomed us.

It was exciting to finally get out and meet people from the industry, with the same interest as us for China. Thanks to everyone who came, and thanks to everyone who contributed with interesting questions and dialogues!

See you soon again!

Seminar in Malmö. Location at Syd / Svenska Handelskammaren.
Stockholm seminar 16 January 2023.
8 of March: The rise of the She-hero!

8 of March: The rise of the She-hero!

In China, International Women’s Day (IWD) has received increased attention in recent years. A few years ago, this holiday was recognized more as a tribute to women, similar to Mother’s Day and perhaps Valentine’s Day. But today, IWD is more noticed as a tribute to women’s rights, and women’s progress towards a more equal society.

From a market perspective, this day has almost become a competition about who “celebrates” women the most. 

This holiday is also interesting from a market perspective because it shows China’s rapid development in demand, consumer behavior, and the importance of thinking locally. 

How is International Women’s Day celebrated in China?

Many companies celebrate the IWD by giving women employees a half day off. Some companies also give small gifts in the form of postcards or perhaps a fruit basket.

“Girls Day” is a festival day in China that is celebrated at universities on March 7, one day before IWD. The Girls Day is celebrated by universities offering different activities, competitions, and meet-ups for girls.

Historically, Women’s Day in China has been celebrated since 1921, but it was in 1949, with the People’s Republic of China, that it became an official holiday. The year of 1950 is also an important landmark with the introduction of the “Marriage law” that keeps women free from arranged marriages, which was a great step for the womens right, and today we see the rise of the She-economy.

Image: Adobestock

Why has Women’s Day in China become so important?

The term “Sheeconomy” found its place in China’s dictionary in 2007. It refers to the new market that emerged from women’s better economic conditions, and increased consumption. In the media, the term was used to describe how women choose careers instead of family and the overall development of gender norms in society.

Today, most articles and debates are focused on how big brands and e-platforms are targeting the “Sheeconomy” in their marketing strategy. According to Alibaba’s Digital B2B Outlook 2023, over 70% of all purchases in households are made by women, including luxury products and online shopping, etc.

This day has been criticized for becoming more of a shopping day. But this, in turn, is also criticized by the younger generation who appreciate that women’s issues are being addressed, even if it is through “shopping”.

How do brands celebrate International Women’s Day in China? 

NBH has taken a quick look at marketing trends during International Womens Day in China.


Close to 8 March 2023, the American chocolate brand Hershey made a big success with the launch of a limited collection of the theme HERSHE (HER-SHE) and named the campaign SHEROES (SHE-HEROES). The campaign celebrates International Women’s Day by honoring three women who have contributed positively to society: Wildlife photographer Xu Keyi, volunteer teacher Wan Lijun, and the young artist Wu Xixia. 

This had led to #HERSHE being widely spread on social media.

Hershey’s campaign for IWD China 2023. Image: Socialbeta

The domestic beauty brand had a similar theme. The Chinese cosmetic brandFlorasis 花西子, celebrated IWD by interviewing three women from different industries about sensitivity (敏感力), is being sensitive and emotional a negative thing?

Watch the full campaign video here.

Screenshot from Florasis campaign video for IWD 2023. Source: Weibo

The theme this year just seems to be a little more down to earth and also pays tribute to the “ordinary woman”.

A promotional video that is still mentioned when talking about IWD, NBH wrote about it last year as well, but it is still worth mentioning, is the beauty brand Proya. This campaign was collab with Women’s Daily 2021.

International Womens Day campaign 2021 – Proya cosmetic.

To summarize, marketing during this years IWD is trending towards softer values. A successful market strategy is to dare to be more personal, integrate with the customer and above all adapt the strategy for China.