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1、Inside China:Solving a media market not built for international brandsAn Executive Briefing ReportINSIDE CHINA:AN EXECUTIVE BRIEFING REPORTEBIQUITY.COM2Authors:Stewart LiManaging Director,Ebiquity ChinaBob DuSenior Director of Insights,Ebiquity ChinaKyle HongSenior Client Partner,Ebiquity ChinaThis

2、briefing makes one central argument:Chinas media market is structurally different from every other major market.”ContentsINSIDE CHINA:AN EXECUTIVE BRIEFING REPORTEBIQUITY.COM3Why this report exists4China does not operate by the rules you think it does5While local brands grow,international advertiser

3、s are standing still1013%of your China media investment is lost every year.Here is how.15Chinas KOL market is the worlds largest and the least governed20The advisor you choose determines whether the problem gets solved25INSIDE CHINA:AN EXECUTIVE BRIEFING REPORTEBIQUITY.COM4Why this report existsChin

4、a is the worlds second-largest advertising market.It is growing.The platforms are known.The agency relationships are in place.And yet,year after year,independent audits identify an average 13%of media investment that is lost,misallocated,or extracted through structures that standard governance tools

5、 were never designed to detect.This briefing makes one central argument:Chinas media market is structurally different from every other major market,and the frameworks most international advertisers are using to govern it were built for markets that do not resemble it.The architecture is different.Th

6、e broker layer is different.The pricing mechanics are different.And in 2026,the competitive environment has shifted in ways that make the cost of that mismatch higher than it has ever been.Every major international advertiser has a China problem.But most are not yet calling it that.The five articles