Unique Research · Insight · December 22, 2022 · Full rewrite — not a stub
Unique Research surveys China’s go-global martech boom with scale data plus deep interviews across five tracks: social (OneSight), VOC (Shulex), content collab (Kuaizi), generative-AI short video (Jingying), and AI customer service (Jishiyu / 及时语).
Scale. chiefmartec: 9,032 global martech vendors (~65× since 2011). China still early vs overseas. Xiniu: China go-global marketing financing ¥26.36B 2017–2022Q3; ¥15.81B in 2022YTD through Q3 alone (>half of five-year sum); 79% of deals pre-Series B. Billion-RMB+ deals include Mobisummer ¥120M B+, Shoplazza $150M C1, Red Children HK$350M placing. Frost & Sullivan: China go-global marketing services market $27.4B in 2022 → $51.1B by 2025 (5y CAGR ~27%). Demand: games/apps/ecom/brand; supply: integrated, consulting, influencer, precision (DSP/ASA), marketing cloud; traffic: public media / alliances / private.
1 Social — OneSight. OneSight Marketing Cloud: multi-account mgmt, approval, competitive & sentiment monitor, fan engagement on global social data. Founder Li Lei: ~500k Chinese firms trying/planning go-global; 4.62B global social users; TikTok 1B+ MAU. Brand stages differ — early = matrix build + reach; mature = “speak beautifully,” measure effect, competitive listening. Four overseas differences: user culture, platform mechanics (FB pages, IG Reels, LinkedIn communities), data-access sensitivity, more complex pain points. Trend: deepen social spend for brand influence; cloud collab + multilingual for HQ↔local teams; watch short-video, AR/NFT, metaverse social.
2 VOC — Shulex. Digitized Voice-of-Customer for product innovation & brand growth. Value: uncover trends, CTQ quality loops, convert reviews into roadmap. Build VOC plans via full VOC-CTQ flows; trend toward always-on listening tied to growth metrics.
3 Content collab — Kuaizi. Scaled creative production + collaborative workflows; data to quantify creative quality. Content-creation collab tools becoming enterprise table stakes for go-global brands.
4 GenAI short-video — Jingying. Creative is the scarce edge as media buying automates; AI short-video tools pair generation with fit-to-channel; CreativeFitting digital-human shorts cited in SEA finance wins.
5 AI CS — Jishiyu. Service↔marketing integration; overseas CS markets differ (language, compliance, channel mix); AI CS as fine-grained ops tool. Case notes: OneSight brand social stack; Jishiyu for Beijing Iris go-global ops; Jingying CreativeFitting in SEA finance. Maps/tables in CN images — attach on ingest.
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