In May, as we began writing this guide, we had no idea what was to come —in the past 12 months China's digital landscape has seen unprecedented change...New regulations, multiple crackdowns and the seemingly unstoppable rise of Douyin.We almost tore our hair out as page after page had to be rewritten or discarded.

We set out to tell you what you need to know in 2022, but we're not in thefortune telling business, so in the end we tried to give you the best picture we couldof where the ecosystem in China is at right now.

In these uncertain times, one thing we can reassure you is — marketing hasn'tfundamentally changed. Speaking to our expert contributors, the same themecame up time and again: success ultimately depends on great content.We hope you enjoy reading the guide as much as we enjoyed writing it!