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XC MAX, an advertising and influencer marketing platform, has officially announced a strategic partnership with MEMO, a leading TikTok Shop service provider in Thailand. The two companies will engage in deep collaboration across cross-border e-commerce, influencer marketing, and live-stream content development to jointly promote the integration of content and e-commerce in both the Asian and North American markets.
MEMO is one of the top three Third-Party Service Providers (TSPs) for TikTok Shop in the Thai market, with a wide range of brand client resources and an extensive influencer management system. Additionally, MEMO is one of the top three suppliers in the U.S. market in the denim apparel category, and it holds significant execution power and market influence in the global content e-commerce and MCN business.
Founded by Ruihan “Kiki” Wang, former Commercialization Head at ByteDance and Xiaomi, XC MAX is a technology-driven content marketing platform. In recent years, XC MAX has accumulated rich experience in TikTok e-commerce, live-stream team building, and AI-driven traffic algorithms. The company has successfully developed several million-dollar international projects and established a multi-market operation network with Southeast Asia and North America as key hubs.
Kiki Wang shared with us that, with the continuous development of AI technology, advertising strategies and traffic algorithms will become crucial for brands to achieve precise marketing and improve conversion rates. She believes that future business models will no longer rely solely on traditional advertising, but will instead integrate data-driven, precise marketing and content to create globally competitive brands. Kiki also pointed out that cross-border e-commerce and live streaming will continue to play an important role in driving global e-commerce development.
Before founding XC MAX, Kiki Wang served as the Head of Overseas Commercialization at Xiaomi, where she successfully led the integration of advertising technologies with Google and Bing, significantly increasing ad revenue. Later, at ByteDance, she led revenue optimization efforts for the TikTok and Douyin live-streaming platforms and successfully developed the TopView advertising feature. This innovative “two-stage experience” model became an industry first, significantly enhancing advertising effectiveness and was widely adopted by other domestic and international products. These valuable experiences laid a strong foundation for her entrepreneurial journey, leading her to establish XC MAX—a company focused on technology-driven content marketing and precise traffic strategies, helping global brands stand out in a rapidly changing market.
The partnership with MEMO marks an important step forward for XC MAX in expanding its global footprint in e-commerce and content marketing. The two companies will collaborate on cross-border e-commerce, influencer marketing, and live-stream content creation, focusing on optimizing traffic algorithms and advertising strategies to improve content conversion efficiency. Specifically, the partnership will focus on jointly incubating cross-border e-commerce brand live-stream rooms, leveraging MEMO’s resources in Southeast Asia to drive efficient content conversion and enhance brand exposure.
Additionally, the two companies will build an MCN joint recruitment and influencer distribution system, integrating influencer resources from Southeast Asia and North America to achieve global, precise marketing and influence dissemination. On the TikTok Shop platform, they plan to launch joint blockbuster projects, improving GMV and ROI through precise traffic strategies, further enhancing e-commerce sales performance. At the same time, the partnership will drive innovation in AI-powered live-stream data optimization and product selection models, ensuring that brands can dynamically adjust their strategies and improve overall operational effectiveness in a fast-changing market.
“MEMO is a very professional and execution-oriented team in Southeast Asia, and we are thrilled to establish a long-term and in-depth partnership with them,” said Kiki Wang. “Through this collaboration, we hope to leverage our respective technological advantages and market resources to bring more innovative solutions to the global e-commerce industry and create new growth momentum in the cross-border e-commerce and live-streaming sales fields.”
Looking ahead, the two companies also plan to expand their cooperation to emerging markets such as Indonesia, Vietnam, and the Philippines, while exploring more cross-platform innovative e-commerce content models to further expand the depth and breadth of Asian content’s global outreach and commercial implementation.
