Brands start leveraging cat “memes” in China

Thomas Graziani New WeChat features

China’s marketing landscape is becoming increasingly localized this year, striking a delicate balance between genuinely understanding GenZ and overdoing it.  Spend over 5 minutes on social media anywhere in the world, and you’ll see a funny video involving a cat (a “meme”). But in China, you’ll also see brands using such videos to grab attention Gen Z’s attention. Meanwhile, cat …

Brands are Embracing Anime Culture in China

Caroline Xu China Digital News, Red/Xiaohongshu Marketing

Anime culture, once considered niche, is now entering mainstream consumer markets in China. By embracing these trends, some brands activated to collaborate with anime games and IPs with millions of impressions. Meanwhile, the growing popularity of anime merchandise has revitalized traditional shopping malls. Female-oriented games are the new collaboration trend “Otome game”, also known as the female-oriented game, is a …

3 Trends of Little Red Book Marketing in 2024

Tingyi Chen New WeChat features

Known as China’s Instagram counterpart, Little Red Book should not be approached in the same way as Instagram. Here are a few key trends for 2024: Learn more about the complete Little Red Book marketing guide here. Trend #1 Zoom: Xiaohongshu stores are booming as live-streaming picks up Xiaohongshu has been rapidly expanding its live-streaming e-commerce capabilities as part of …

2024 Little Red Book (Xiaohongshu) Marketing – A Complete Guide

Tingyi Chen Red/Xiaohongshu Marketing

As 2024 unfolds, Little Red Book (also called Red or Xiaohongshu) becomes a crucial force in luxury and premium brand marketing. With an anticipated IPO by 2024, Xiaohongshu is now a prime China marketing channel. It captivates a wealthy, young urbanite audience, making it a key destination for luxury and premium brands. Little Red Book (Xiaohongshu) Overview Little Red Book …

China’s Top Winter Fad: Allgrey Fashion Trend Captivates over 300 Million Views on Red

Selina Wang China Market Analysis, Douyin, Red/Xiaohongshu Marketing, Tmall

​Allgrey fashion trend, or 格雷系 in Chinese, which involves the layering of items in different shades of grey, was the major fashion fad in the last months of 2023 going into 2024. Originating amidst the winter season, this trend has seen an extraordinary rise in popularity, growing MoM 29.53X on average from November to January and captivating over 300 million views in relevant topics on Red/Xiaohongshu. In this edition of our micro …

chinese new year marketing, china marketing, luxury

Chinese New Year Marketing: Luxury and Cosmetic Brands Are Redefining Strategies for the Modern Chinese Consumer

Tingyi Chen China Digital News, China Market Analysis, Douyin, Red/Xiaohongshu Marketing

Chinese New Year Marketing Ranking – Luxury Handbags and Shoes Industry Chinese New Year marketing engagements include both brand and organic content. Luxury Sector Chinese New Year Marketing Summary Insights  Offline artistic installations The recent Chinese New Year marketing campaigns by luxury brands have showcased a significant uptick in the deployment of offline artistic installations, a testament to the brands’ …

3 Douyin Livestreaming Trends in 2024

Caroline Xu Douyin, New WeChat features

Summary Insights  Fashion Marketing Campaign on Douyin may drive 60% of potential transactions out of the platform  Douyin launched “Omnichannel Measurement” to monitor the contribution of Douyin marketing to all channel e-commerce conversions and offline business. The Omnichannel Measurement solution from Ocean Engine( Douyin Ads platform) employs two sophisticated algorithm models: MTA (Multiple Touchpoint Attribution) and MMM (Marketing Mix Model). …

The surprising way Yabi merges subculture with mainstream fashion for China’s Gen Z – bridging the gap between niche and mainstream

Peng He China Market Analysis

The term Yabi (亚比) refers to hardcore subculture advocates who incorporate its aesthetics into their daily lifestyle, especially in fashion. Inspired by subcultures like punk, goth, hippie, grunge, and cyberpunk. 78.6% of Yabi audience is from Gen Z. Yabi’s rise in the fashion domain marks a transformative phase with a remarkable 436% increase from Q4 2022 to Q4 2023. It’s redefining …

China Double 11 Insight: Unpacking Social Discussion on Industry Leaders

Shilin Song China Market Analysis

The Double 11 Shopping Festival in China has just wrapped up. Although the eCommerce platforms didn’t reveal staggering sales figures as they used to, we observe quite lively social discussions before and after the event. By analyzing the social discussions around Double 11, we can get a sense of who the winning brands are in driving engagement and traffic to …

Regional Dressing in Chengdu: Emerging Fashion Epicenter in China

Shilin Song China Market Analysis

Chengdu, with its population of 21 million, is rapidly emerging as a pivotal hub for global fashion brands. This city is an attractive alternative to the oversaturated markets of Shanghai and Beijing, offering fresh opportunities in the fashion industry. This analysis delves into the burgeoning fashion trends within the dynamic Sichuan-Chongqing region. Anchored by Chengdu’s rich historical heritage and its …