Handbag Micro Trend: Gen-Z and Millenials Embracing New Vintage Trends in China

Shilin Song China Market Analysis

As the epicenter of the worldwide luxury market, Chinese consumer preferences and tastes are constantly evolving. In this report, our primary focus lies on the emerging New Vintage style, which experienced a remarkable surge in mentions (+8086%) on Xiaohongshu in July compared to the prior month. This analysis delves into various aspects, including the latest geographical distribution among consumers, age-related …

China Jewelry Market Report 2023: Insights, Trends & Key Players – A Focus on Recovery, Fastest-Growing Brands, Luxury Hair Accessories Surge, and Evolving Consumer Preferences

Tingyi Chen New WeChat features

Highlights of China Jewelry Report 2023: In H1 2023, the fashion jewelry market contracted by -22% to 4.7 billion RMB compared to 2020. Post-pandemic, luckily we are seeing a slow recovery of 1% growth compared to 2022. Chinese firms showed resilience, while international brands bore the brunt of the downturn. Monica Vinader, Emporio Armani, Lola Rose, Agatha, and Gucci are among the fastest-growing international brands …

The AI Takeover in China: 9 Incredible Case Studies in E-commerce and Social Media

Tingyi Chen New WeChat features

China has been heavily focused on improving inefficiencies, leading to intense competition on even the smallest things. This phenomenon, known as neijuan (内卷) in Chinese, has been further intensified with the introduction of AI in the industry. Here are some AI use cases in China’s social media and e-commerce space. NetEase uses AI for creating product photoshoots, packaging design, and …

How much $ should a brand spend on social media marketing?

Tingyi Chen New WeChat features

As an agency that provides Tmall and social media services, the most common question that comes up throughout operation are: how much money should we spend on social media vs. Tmall?  I interviewed clients, other brands, agencies, and platforms to conclude with the following trend: The social vs. Tmall spending ratio varies widely among the brands we studied (from 80% …

A Look into Lululemon and Maia Active’s KOL Strategy on Red (Xiaohongshu)

Shilin Song Red/Xiaohongshu Marketing

Red (Little Red Book, or Xiaohongshu in Chinese) is already a must-do platform in China’s content marketing space. In this article, we will compare the Red KOL marketing strategy of 2 yoga brands: Lululemon and Maia Active. In addition, we will offer practical suggestions for international brands operating in China.  Why Red is perfect for sports fashion brands Red is the perfect intersection …

3 ways to leverage WeChat mini program in post-Covid China

Shilin Song WeChat guides & tips

WeChat has been losing momentum against Douyin and Red, but it doesn’t mean the platform is dead to marketers. Apart from operating a WeChat Official Account and selling on WeChat Stores, what else can brands do? Read on to discover several ways to leverage WeChat in the post-Covid China. In this article, we will cover a few tips: WeChat remains …

Are Ralph Lauren and Fendi Buying Fake WeChat Views?

Shilin Song WeChat guides & tips

WeChat has been losing momentum as a content platform for years. As brands suffer traffic loss, mainly on WeChat Official Accounts, many are forced to buy fake views and comments to keep the engagement. Is WeChat dead? How to smartly leverage WeChat for your China marketing in 2023? In this article, we will take a few brands as examples to …

Tmall and JD went silent on Double 11 Sales: consumption trends are changing

Shilin Song China Market Analysis

The 14th Double 11 (also known as “Single’s Day”) concluded on November 11th at 24:00. It’s the first year eCommerce giants like Tmall and JD didn’t release total GMV (Gross Merchandising Value) data and growth rate. They have gone ambiguous about the figures, as the campaign took place against a weakened economy growth (3.9% YoY GDP growth in Q3), Covid …

4 Tips to Optimize your Red (Xiaohongshu) Content Marketing

Shilin Song Red/Xiaohongshu Marketing

Red (Xiaohongshu) has become a must-do for domestic and international brands operating in China. However, treating your Red content the same way as Weibo content will not work. So how to plan your Red (Xiaohongshu) content marketing strategy to generate real engagement and followings instead of just talking to yourself? This article will give four practical tips to optimize your …

Chinese Consumer Confidence & Consumption Drops: How should brand react?

Shilin Song China Market Analysis

COVID around China became a problem over many months this year, disrupting the supply and depressing consumer confidence. Businesses have now resumed in most cities but are still under the ever-present threat of lockdowns following the “dynamic zero covid policy”. As Chinese consumer confidence continues to drop, how should international brands react in a tough time like this? Chinese Consumer …