Get China right.
Shanghai-based marketing and consulting agency helping global brands craft a China marketing strategy built from lived experience and genuine passion for decoding Chinese consumer behavior.
China marketing support, from strategy to execution.
How we help
China Social Media Management
Strategy, content creation, influencer, and paid media management across WeChat, Xiaohongshu, Weibo, and Douyin — built to engage Chinese consumers in the conversations happening today and earn their trust for the long term.
China Social Media Audit & Strategy
A deep-dive analysis of your China social media presence, competitive landscape, and performance gaps — delivered with a clear, actionable roadmap for market entry or strategic reset.
Trainings, Workshops & Keynotes
From internal team workshops to executive keynotes, we help global organizations understand what Chinese consumers actually want — and build the internal capability to act on it.
Trusted By
15+ Years in China
Olivia Plotnick has spent more than 15 years living and working in Shanghai — founding wai social in 2019 to bring global brands the kind of China expertise that only comes from being on the ground. Sought after by the Wall Street Journal, Financial Times, Bloomberg, Jing Daily, and more for her perspective on what's really happening in the Chinese market. Together with a specialist team based in Shanghai, wai social turns that intelligence into social media strategy, content, and training for global brands.
When we say “on the ground” we mean it.
China's next wave of consumer growth isn't coming from Shanghai. wai social founder Olivia Plotnick has visited 40+ cities across nearly every province in China — focusing on lower-tier cities, tracking emerging trends in retail and consumer behavior.
Travel along! Each dot on the map below is a city visited — hover for a snapshot from the ground.
Let’s talk China.
Whether you're entering the Chinese market for the first time or looking to sharpen an existing strategy, we'd love to hear from you.