"Zhongcao", a popular Chinese term meaning "planting grass" originally, describes the effect of recommendation-based marketing strategy as "to plant a seed in one's mind". Food products are the most effective product categories for such marketing campaigns. According to a survey conducted in January 2024, about **** percent of respondents in China shared the experience of purchasing food items under the influence of "zhongcao" content.
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iiMedia Research. (February 8, 2024). Effectiveness of recommendation-based marketing (zhongcao) in China as of January 2024, by selected product category [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1304732/china-major-products-purchased-by-consumers-following-influencer-marketing/
iiMedia Research. "Effectiveness of recommendation-based marketing (zhongcao) in China as of January 2024, by selected product category." Chart. February 8, 2024. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1304732/china-major-products-purchased-by-consumers-following-influencer-marketing/
iiMedia Research. (2024). Effectiveness of recommendation-based marketing (zhongcao) in China as of January 2024, by selected product category. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1304732/china-major-products-purchased-by-consumers-following-influencer-marketing/
iiMedia Research. "Effectiveness of Recommendation-based Marketing (Zhongcao) in China as of January 2024, by Selected Product Category." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 8 Feb 2024, /statistics/1304732/china-major-products-purchased-by-consumers-following-influencer-marketing/
iiMedia Research, Effectiveness of recommendation-based marketing (zhongcao) in China as of January 2024, by selected product category ÌÇÐÄÆƽâ°æ, /statistics/1304732/china-major-products-purchased-by-consumers-following-influencer-marketing/ (last visited August 04, 2026)
Effectiveness of recommendation-based marketing (zhongcao) in China as of January 2024, by selected product category [Graph], iiMedia Research, February 8, 2024. [Online]. Available: /statistics/1304732/china-major-products-purchased-by-consumers-following-influencer-marketing/
