The young Chinese consumers tend to focus on the quality of life and sense of ritual. They emphasize emotional consumption such as spirituality, entertainment, and lifestyle. They desire to try new and cool things resulting in the rising of popular online shop and travel places. China Everbright Bank Credit Card Center has a keen insight […]
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China shopper trends 2019; premium products, small brands, new retail lead the future of FMCG market in China
China’s market for fast-moving consumer goods (FMCG) for at-home consumption remained robust in 2018, despite general concerns about a slowdown. Total spending on FMCG rose 5.2%, a slight increase over last year’s 4.7% gain. Overall, the two-speed growth scenario Kantar identified in 2016 has continued to evolve, with home care and personal care categories growing […]
4 pillars to unlock post-90s growth potential
Post-90s generation consumers are the core growth driver for the personal care market in China. In China, demographic cohorts were often defined by decades in which the segment was born. Post-90s generation refers to those who were born in the 1990s. They were once considered as “emerging consumers”. But now in 2019, they are in […]
Alibaba’s OTA Fliggy and Marriott integrating customer loyalty programs
Alibaba’s OTA platform Fliggy (Feizhu) just made Fliggy Miles transferrable for Marriott Rewards points. Last week, the Marriott International Group’s Fliggy Flagship Store officially opened the access for Points conversion from Miles. The current program page shows that the points conversion between Fliggy and Marriott is only in the “trial period”, specifically stating that the […]
The emerging Gen-Y for China’s travel market
China’s emerging Gen-Y’s complete travel experience journey has five stages: dream, plan, book, experience, and share. Let’s see an overview of emerging Gen-Ys’ power, how they re-shape China’s travel market, stages of their travel journey, and how to get ready. Overview of Emerging Generation Y’s power There is no strict demographic definition for Generation Y […]
1-week WeChat ad campaign saw 94% lower customer acquisition cost
Shenzhen-based Muse Marry, one of the largest luxury wedding dresses agencies in China, received 350 thousand ad impressions on WeChat Moments through Tencent Social Ads. It has already served over 30 thousand brides since 2012. Some wonder how it gets the customer acquisition cost reduced by 94% and acquires 30 new customers every day during one […]
How did TikTok help a milk tea rise to popularity
After Haidilao’s tomato beef soup, CoCo’s sugar-free milk tea and Answer Tea’s fortune-telling tea, TikTok, the best-seller maker, helped another food product gain enormous Internet popularity – the “TikTok” half-baked cake bubble milk tea. This milk tea was designed by TikTok and Happy Lemon together. Oreo, half-baked cheese and chocolate crumbs are blended in the […]
Luxury brand marketing trends in China 2019
Data-driven, social media and omnichannel are the focuses of digital marketing growth for luxury brands, while “young”, “geographic concentration” and “social” are the keywords that best describe the trend of luxury brand marketing in China. A recent report, jointly published by Tencent Advertising and Boston Consulting Group, revealed three major pain points for luxury brand […]
7 Lessons for marketers on top short-video platforms: Tik Tok vs. Kwai
In Part 1, we saw the platform comparison; this article will show a comparison of social relationship, user behavior, KOL content categories and their marketing value, and top 10 sectors of advertisers. 1. Comparison of social relationship intensity KOLs on Tik Tok connect to users through contents rather than as individuals. Tik Tok’s main feature […]
Insights of China’s mid-year shopping festival 2019
Taobao 618 Livestream 618, usually from mid-May to 18 June, is China’s largest mid-year shopping festival. This year’s Tmall 618, there were hundreds of domestic and foreign brands whose sales exceeded last year’s Double 11, with the highest growth rate exceeding 40 times. Taobao/Tmall 618 Performance… Log in or subscribe here to read the full […]
31% of China’s FMCG to be sold online by 2025
By 2025, 31% of fast-moving consumer goods on China’s mainland will be sold through online channels, more than double that in 2018, according to Kantar Worldpanel. Online sales of fast-moving consumer goods (FMCG) grew by 20.3% globally in 2018 and now represent 5.1% of grocery sales worldwide, according to new Kantar Worldpanel data. Growth was […]
How is Pinduoduo a valuable e-commerce platform for top tier cities in China?
Many Chinese consumers have the impression that most users of Pinduoduo are housewives, middle-aged, or elderly people who live in third-tier or fourth-tier cities. They are highly consistent with users of Kuaishou and have extraordinary sensitivity to low price. They are more willing to ask people for help bargaining in WeChat group in order to […]