Older people in China are emerging as the nation’s big spenders ..read more

Bilibili (also known as B-station) is one of the most exciting social media platforms for Chinese Gen Z right now. If you haven’t heard of it, it’s a video streaming and sharing site with a vibrant, youthful and dedicated user base. While Bilibili is often compared to Western platforms like YouTube, it’s something quite different and quite special ..read more

Are you ready for the world of Web3? If not, it’s time to prepare! Web3 is the latest technological development set to transform content marketing in China. While western Web3 concepts revolve around decentralized models (with unrestricted access underpinned by crypto), Chinese investment has largely focused on “consortium chains”. This essentially involves verified organizations ensuring accountability, management and community goals. So, why should international brands incorporate Web3 in their China strategy? Let’s find out ..read more

Co-branding is the latest strategy taking the China marketing industry by storm. Over the last few years, international brands have grown their sales, increased their social media presence and revitalized their corporate image in China, all through co-branding. Some of the best results come from brands working in completely different sectors. Just take the recent, massively successful collaboration between clothing brand Uniqlo and the artist KAWS for example. With vastly increased searches immediately after the campaign launched – how can international brands do the same for their China st ..read more

In December 2021, McDonalds released a limited-edition “cat box”. Shaped like the company’s iconic burger, the cardboard package came with a pop-open doorway, just large enough for a feline fur-baby to enter. With only 100,000 boxes available (alongside a McDelivery order of their new combo meal), it caused a sensation amongst Chinese Gen Z pet owners. The campaign was meant to last two weeks, but the cat boxes completely sold out on the very first day. What’s more, the hashtag #McDonald’sCatHouse gained over 130 million views on Weibo. So, what can international brands learn from the fast ..read more

For consumers in the west, the purchasing experience needs to be as efficient as possible. It’s all about simplicity and time-saving, so you can get on with things you really enjoy. There’s a clear distinction between shopping and gaming. Just think back to that exasperated sigh when you last had to watch adverts in the middle of an online game or video… yes, that one. Well, in China things are very different. “Gamification” is one of the top China marketing strategies that’s captivating audiences and transforming e-commerce. So, what exactly is gamification and how can it benefit your bra ..read more

Have you been “glamping” yet? As the latest portmanteau linking the unlikely bedfellows of glamour and camping, it signals the days of collapsing tents, soggy socks and questionable campfire dinners are well and truly behind us. Glamping is also the latest trend for Chinese Gen Z consumers – a development taking the China marketing world by storm ..read more

WeChat Channels is the latest feature unveiled by WeChat taking the China marketing world by storm. Designed for image and video-based content, Within the first six months of launching, it gained an impressive 200 million daily active users ..read more

As we approach summer 2022, brands in China are still facing economic uncertainty and a rapidly changing consumer environment. It’s a challenging marketing landscape, requiring fresh approaches and in-depth societal knowledge. Nonetheless, some brands have continued to shine ..read more

In market analysis conducted by HSBC, 78% of surveyed western brands planned to grow investment in China ..read more