Introduction
Paid media in China and the West shares a language — ROAS, CPA, incrementality — but not the same platforms, policies, or creative norms. Teams that copy Western playbooks into Douyin or Xiaohongshu usually burn budget before they learn why.
What works
Separate account structures by market, unify reporting in one dashboard, and treat creative as a variable you test weekly rather than a one-time asset drop.
Conclusion
Discipline beats novelty. Build measurement first, then scale what proves out.
