In 2020, the proportion of ROPO path will account for 62% of luxury product sales in China; and, “online only” will increase from 11% to 30%. China’s luxury consumers under the age of 30 increased from 48% to 50%, and the contribution of expenditure increased from 42% to 47%, according to a joint research by […]
Marketing in China
Explore marketing trends, case studies, and insights in China.
How content help businesses in branding and driving sales in China
Nowadays, contents have penetrated all sectors in China and become an important productivity tool. They can help companies realize brand premium, iterate product selection, and upgrade CRM tools. Use contents on building a new brand Some Chinese content specialists think that they should work on content as if they were working on products. For companies, […]
China’s digital content ecosystems getting more diverse
Boundaries for content creators in China are disappearing. Their means of creation and background are diversifying. Thanks to the lowered barrier for distribution, now everyone can be a content creator, making the content area more diverse and colorful. On Douyin, fashion, relationship, food, and talent show categories are witnessing saturation; still opportunities in the field […]
3 trends of digital content consumption in China
Technology now facilitates the production and distribution of content. It lowered the barrier of content creation and distribution. As a consequence, contents that previously target specific groups of people can now reach a wider range of audiences in China. The consumption of digital content has seen disappearing boundaries between urban and rural internet users, between […]
What is May 20, 520 day holiday in China? Meet Chinese Internet Valentine’s Day
What is this “520 day” that so many Chinese are crazy about? 520 is a short form of the day of May 20; and, this date is another Valentine’s Day holiday in China. But why is this date Valentine’s Day? It may sound funny but “520” sounds phonetically very close to “I Love You”, or […]
Xiaohongshu community trends 2020
In terms of overall trends, beauty makeup, travel, fashion, cultural entertainment, and gourmet food rank among the top five in the content ecology of Xiaohongshu’s (a.k.a. Little Red Book) community. Education, photography, sporting events, technology & digital and home furnishing are among the top five rising categories according to a report from Xiaohongshu. Further, Xiaohongshu, […]
Insights of TikTok’s corporate accounts and TikTok Challenge
The number of Blue V accounts, corporate verified accounts with at least 1 post in the past 30 days, reached 158,000 on TikTok, 11.19 times compared to the same period last year, according to data collected by CaasData. TikTok Verified Corporate Accounts Culture & Art related accounts are still the majority among Blue V accounts, […]
Acquire, convert, and retain customers through WeChat Ads + WeChat Work
WeChat Advertising provides advertisers with a customer acquisition solution integrating WeChat Advertising with WeChat Work.
How Xiaohongshu successfully pivoted its growth and product strategies
Xiaohongshu’s original product form in mid-2013 was “US Shopping Guide”, which was in PDF format. Xiaohongshu entered the market from the angle of overseas shopping and successfully captured a group of urban young women who are pursuing an exquisite lifestyle. Alternatively, you can read the eBook: Xiaohongshu Growth & Product Strategies All the good products […]
How Chinese companies utilize private traffic for customer acquisition and retention
Private traffic is a trending term among Chinese marketers in recent years. It refers to users that can be reached freely and communicated with repeatedly. They are “repeat customers.” As businesses expect, building one’s own pond and catching the fish would be lower in cost and easier, as compared with paid channels. A beautiful girl […]
Audi used competitor Infiniti’s creative in a video ad on WeChat Moments
Audi launched its video ad campaign on WeChat Moments earlier today. What’s interesting is that the video played is an Infiniti ad.
Fake fans and manipulations on China social media
Hive Media, the largest MCN on Weibo, is accused of falsifying data. Parties involved in the whole incident – the advertisers, Hive and Weibo site – all received negative comments on social media in China.
3 popular models of social e-commerce in China
Social e-commerce is a segment that involves utilizing communication channels such as social networking websites, SNS, WeChat, Weibo, social media as well as the social interaction, user-generated content and other measures to facilitate the purchase and sales of products. Social networking elements as “like”, sharing, connection, discussion, interaction, and others are applied to the process […]
Case Study: Mead Johnson’s marketing secrets in China
In today’s consumer environment, the market competition of FMCG has been very competitive, and major brands are trying their best to seize the new generation of consumers. It is no longer easy for them to breakthrough. While facing fierce competition, Mead Johnson has achieved rapid growth in China. One of the important factors is the […]
Sustainability a new growth driver for brands in China
China’s effort to expand garbage sorting into more cities will have a far-reaching impact on consumers’ shopping behavior and their attitudes towards brands.