26 August 2015.
Chinese companies are increasingly moving their marketing budgets from paid search advertising to content creation, with the creation of sponsored TV series and films becoming a particularly popular option.
Recently, big names such as JiaDuoBao, Han Beam, and Guangzhou Liby Enterprise Group have each poured tens of millions of US dollars into professionally-made TV series.
It appears that local Chinese companies are more comfortable to invest in creating TV series than international companies, with the TV content creation firm Mindshare commenting that “professionally-generated content is hugely underestimated by multinationals”.
Certain global companies have been willing to take the plunge, however, with the international cosmetics company Maybelline recently sponsoring the creation of Cinderella for a major Chinese TV channel.
