Taking brands apart.
Understanding what works.
A sourced account of Chinese brands since 2022, across cars, skincare, cleaning, 3D printing, drinks and collectibles, built from campaign evidence and company filings.
Read the story 46 MIN READ · BRANDOTOMY EDITORIAL
FIG. 01 — AI-GENERATED EDITORIAL ILLUSTRATIONIn unrandom’s archive of 2,239 paid car campaigns on Douyin and Xiaohongshu, Chinese carmakers’ new electric brands gain the most share from their old names. In a later sample of Douyin posts, mentions of the new names more often carry a paid-order marker than mentions of BYD, Xiaomi or foreign brands.
A sourced account of Chinese brands since 2022, across cars, skincare, cleaning, 3D printing, drinks and collectibles, built from campaign evidence and company filings.
An archive of 600,450 posts shows how repeat sellers, makeup routines and reposted clips add up to a beauty brand’s TikTok volume. It cannot show who commissioned the posts or which ones sold products.
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We look at the choices behind the campaign. The people in the comments. The distance between what a brand says and what an audience hears.
Close reading. Clear sources.
A healthy appetite for questions.
