Chinese brands are increasingly using “tingquan,” or “listen-to-advice,” marketing to fold customer comments, memes and suggestions into business decisions, from store locations to celebrity endorsements [1].
Kaojiang, a Sichuan-style grilled fish chain, held a vote in November 2025 to let customers choose the location of its first Shanghai store, and more than 45,000 people voted through WeChat [1]. Wujiaochang in Shanghai’s Yangpu District topped the poll, and the chain opened its first Shanghai outlet there two months later, in February 2026 [1].
The restaurant has drawn heavy demand since then. Wait times often top 3 hours, and queue numbers can run into the thousands each day [1]. Zhao Chenxi said, “It felt like it mobilized the whole community” [1].
A similar pattern played out at dairy company Yili before the 2026 Chinese New Year. A meme on social media led netizens to ask for actress Ma Yili to become the brand’s ambassador, and that request later became reality [1].
Industry insiders say the tactic can work because online enthusiasm spreads fast, but they also warn that the hype often fades just as quickly. They say companies still need to balance customer feedback with sound business judgment [1].