Emily Li

China Digital Marketing & Partnerships Manager

China market strategy | Cross-border growth | Operational efficiency

About Emily

With Oxygen Since 2019

Emily manages China marketing strategy and digital campaigns, translating commercial objectives into localized execution across platforms like Baidu, WeChat, and Xiaohongshu built to support scalable China market growth.

What Clients Come to Emily For

Localization is not translation. Lead-generation journeys often don’t match Chinese user behavior and decision paths.

Traffic and marketing logic are different. China’s key local platforms (e.g., WeChat, Xiaohongshu) have complex mechanics and are primarily Chinese-interface tools.

Compliance and content “red lines” are strict. Advertising regulations, sensitive keywords, and industry-specific restrictions can easily trigger violations, limiting reach or visibility.

Data and analytics can be misaligned. Platform dashboards are typically Chinese-only, and performance is assessed through China-specific signals such as engagement, saves, DMs/inquiries, and conversion to purchase/order.

Design and content structure should reflect cultural context. Chinese audiences prefer clear, intuitive layouts that communicate key messages at a glance—bright, energetic visuals paired with practical, high-value, down-to-earth content.