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The “Maillard Style“: A culinary-inspired fashion sensation, this trend, reminiscent of the browning reaction observed in steaks, witnessed an astounding surge in August, seeing a +28,900% increase in mentions on Red/Xiaohongshu. In this edition of our micro trend report, we delve into: The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool. “Maillard style” draws inspiration from the …
As the world emerges from the shadows of the COVID-19 pandemic, it’s crucial to examine how various industries have been reshaped by this unprecedented event. In particular, the handbag industry in China has witnessed significant transformations over the past two years. In today’s article, we will delve into: The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool. …
In this report, our central focus revolves around the burgeoning Ita-Bag style, which has witnessed a consistent surge in mentions (+95% per quarter) on Xiaohongshu over the past year. We delve into the essence of Ita Bags and explore the factors contributing to their popularity, particularly among the Gen-Z and Gen-Alpha demographics. This analysis encompasses an in-depth examination of various …
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 …
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 …
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 …
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% …
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 …
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 …
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 …
