Vivian went from London’s high-fashion circles to running a thriving MCN (Multi-Channel Network) agency in Shenzhen—generating over 1 million RMB from Red Note alone in just six months, with zero ad spend and only 115 followers.

Her story is a masterclass in spotting opportunities, moving fast, and letting great work do the selling. For anyone looking to break into China’s market—or any market—this is a blueprint worth studying.

From London’s Runways to Shenzhen’s Startup Streets

Vivian’s career began in London after earning her degree in Fashion Marketing and Branding at the University of Southampton. She cut her teeth in PR under Vivienne Westwood’s PR director, learning the art of aesthetics, trend-spotting, and high-level networking—skills that would later become her biggest competitive edge.

The turning point came during London Fashion Week, when her team began seeing a surge of Chinese brands seeking PR and branding support. As the only mainland Chinese member of the team, Vivian had a unique perspective. Her boss suggested she consider returning to China to open an office, tapping into the wave of Chinese brands aiming to go global.

While most would have chosen Shanghai, Vivian bet on Shenzhen—drawn by its fast-growing startup ecosystem, export-driven manufacturing base, and the glaring lack of creative agencies serving ambitious, outward-looking brands. That choice changed everything.

Pivoting to MCN: Letting Content Do the Talking

Today, Vivian’s agency has evolved from a traditional PR shop into a full-fledged MCN specializing in platforms like Red Note. In just half a year, they pulled in over 1 million RMB from Red Note campaigns alone—without ads, without viral tricks.

The secret? Showcase the work, not the hype. Their Red Note account is small in numbers but big in impact—115 followers, yet a portfolio of authentic, high-quality case studies that caught the attention of top-tier clients, from designer toy brands to beauty giants to automotive companies.

One standout campaign turned an e-cigarette brand into a lifestyle accessory. Forget battery specs—Vivian’s team partnered with fashion bloggers, music festival influencers, and cycling enthusiasts to place the product in aspirational everyday scenes: coffee shops, weekend rides, and laid-back luxury settings. It resonated with both Gen-Z trendsetters and “old money” aesthetes.

Thriving in the Greater Bay Area’s Fast Lane

Shenzhen and the Greater Bay Area move at breakneck speed. Vivian’s team keeps pace by embedding themselves in execution first—every team member spends at least a year working hands-on with campaigns before stepping into strategy roles. This builds an instinctive understanding of client needs and market shifts, allowing them to pivot fast.

The GBA’s mix of export heritage and global ambition creates a unique environment. Many brands here are evolving from factory production to building their own global labels. For foreign entrepreneurs, Vivian’s advice is simple: what works at home may flop here. Start small, experiment, and learn the market from the inside before going all in.

The Art of KOL Selection and Real-World Connections

Vivian’s MCN is known for precision in influencer partnerships. They don’t just chase big numbers—they find KOLs whose style, audience, and personality align with the brand’s desired image, whether that’s “refined elegance,” “Gen-Z cool,” or “old money” charm. Everything is tracked in a custom Feishu database, and the team is already exploring AI tools to make the process even sharper.

They’re equally strong offline. From fashion weeks in the UK to brand activations in Southeast Asia—particularly the Philippines—they’ve built real-world networks that open doors for clients. Even in the digital age, Vivian knows that some deals still happen over coffee and handshakes.

Advice for Foreign Founders

Vivian’s biggest lesson for anyone eyeing China: drop your assumptions. The platforms are different, the consumer behavior is unique, and the speed of change is unmatched. Start small, adapt quickly, and work with people who understand the local terrain.

The GBA has the infrastructure, talent, and cross-border energy to launch something big—but only if you’re willing to meet the market on its own terms.

If you’re an overseas brand thinking about China, take a page from Vivian’s playbook: you don’t need millions of followers or a huge ad budget to win. You need sharp positioning, authentic storytelling, and the courage to move fast when the opportunity appears.

---

💡 Doing business in China doesn’t have to be overwhelming.

I help bridge the gap—on the ground, in real time. Whether it’s sourcing, supplier visits, or market insight, I’ve got your back.

👉 Reach out here. Happy to chat — no pressure.