About Annie
Translating China for the world.
And helping the world reach China.
13 years inside one of the most underestimated marketing operations of the past decade. 60 countries. $1M+/month independent business. Bestselling author.
I write Annie Chan Talk — weekly dispatches on the China I see, for the readers who actually have to make decisions about it.
The credentials
The long version
13 years, in five chapters.
- 2008
NetEase
Started as a brand marketer at NetEase — one of China's first-generation internet giants. Shipped product launches and brand campaigns across hardware, gaming, and content.
- 2013
Transsion / TECNO
Joined Transsion Holdings as marketing lead, then Global Digital Marketing Director. Built and ran TECNO's marketing across 60 countries — a nine-figure annual budget, 100+ team, paid acquisition, brand, and community.
- 2020
Award + recognition
Recognized as 2023 Golden Mouse Marketing Innovation Award winner. Guest lecturer at Renmin University Business School. Multiple speaking engagements across APAC and the Middle East.
- 2021
Independent pivot
Left corporate to build an independent media + product business. Hit 100K followers across channels in 3 months. Grew the multi-channel presence to $1M+/month GMV in under 24 months.
- 2024
Bestselling author
Published a bestselling book on cross-border growth. Today reach: 15,000+ readers in 23 countries. Annie Chan Talk launches as the dedicated English property — translating China for the world, and helping the world reach China.
Featured in
Why this exists
Most China coverage in English is a year late and a layer of context short.
When I was at TECNO, the gap between what we saw on the ground in São Paulo or Lagos and what showed up in English-language trade press a year later was wild. Western media covered China as a single market when it's twelve. Chinese media covered the world through a Beijing lens.
I started Annie Chan Talk to close that loop — to send Western operators the dispatches I would have killed for a decade ago, and to publish the kind of cross-border thinking that doesn't fit a quarterly slide deck.
It's free. It's weekly. And if it helps you make one better decision a quarter, it's done its job.
Read along
One letter a week.
15K+ readers in.
The dispatches I would have killed for a decade ago — sent free, every Monday.
Or browse the essay archive first.