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Shilin Song

Sportswear market in China: growth rate and booming trends

Shilin Song China Market Analysis

China has been a crucial market for international sportswear brands. In terms of size, the US remains the largest sportswear market, with an estimated market size of $45 billion, but the industry’s growth rate is only 2.5%. In contrast, China’s sportswear market is growing at 11% year-on-year. In today’s article, we will look at: Marketing trends for sportswear in China …

10 Fashion Trends in China: Where is the opportunity?

Shilin Song China Digital News

In the past year, all aspects of society have changed greatly: new cultures, aesthetic styles, and living standards are emerging. Nowadays, Chinese consumers pay more attention to the meaning and self-realization through each purchase. Gen-Zs yearn to express a unique attitude through what they wear. Douyin (the Chinese Tiktok) eCommerce analyzed platform data and published the Top 10 lifestyle trends …

WeChat Channels: does it worth your attention?

Shilin Song New WeChat features, WeChat guides & tips

WeChat Channels (微信视频号, which means “Video Account”) is WeChat’s public short-video feature, benchmarking Douyin and Kuaishou. Only one year after launch, it reached 500 million Daily Active Users in 2021. So, what does it mean for your brand? Does it worth trying? In this article, we will explain: What is WeChat Channels (Video Account) and what’s the difference with WeChat …

China Livestream eCommerce: Taobao and Douyin Insights

Shilin Song China Digital News

Livestream eCommerce has become the “new norm” in China. According to a report published by Taobao Livestream and iResearch, more than 464 million users are used to buying products through Live Streams, which accounts for 44.9% of Chinese Netizens. In this article, we will look at: Overview of Livestream eCommerce in 2021 Taobao Livestream overview, top performing categories, audience insights, …

China Online Advertising Report 2022 H1

Shilin Song Social Advertising

The epidemic and macro environment affected China’s online advertising market, which fell slightly in the first half of 2022. Will it rebound in H2? Although brands continue betting on video and social media ads, top-tier media advertising revenue has also not increased, and competition has intensified. China Online Advertising Market Decrease in 2022 H1 Due to regional COVID outbreaks in Chinese …

Pet Economy grows faster than “Human Economy”: a new opportunity in the post-covid China

Shilin Song China Digital News

The Pet Economy is one of the uprising industries in China despite the COVID impact and restrictions. During the 618 Mid-Year Sale in 2022, Tmall Pet Industry GMV (Gross Merchandising Value) grew by 19% compared to last year, reaching 2.7 billion CNY (~ 400 million USD). During the first 4 hours of the JD 618 event, the Pet industry GMV …

How Fashion Brands Leverage Red/Xiaohongshu: Content, KOLs, and case study

Shilin Song Red/Xiaohongshu Marketing

RED (Xiaohongshu) is the Chinese equivalent of “Instagram,” where consumers look for fashion trends, beauty tips, and authentic reviews before buying a product. More than 70% of active users on Red are females, and 50% live in tier 1 and 2 cities. Therefore, Red is a not-to-miss platform for fashion brands, including apparel, handbags, accessories, footwear, etc.  Chinese marketing data …

RED (Xiaohongshu) Trends 2022: emerging trends in Fitness, Fashion & Beauty

Shilin Song China Digital News

Since the pandemic in 2020, Chinese consumers have been adapting to the ever-changing external environment and adjusting their preferences, lifestyles, and purchasing decisions. Today we will share updated insights from Red Content Trends Report, to help brands better understand their audience in post-covid China and discover new opportunities underlying the challenges. In this article, we will explain: Red (Xiaohongshu) updated …