You might be familiar with China's key opinion leaders (KOLs) and if you are already operating in China you have certainly worked with them. But have you heard of the latest form of influencer? It could be more beneficial for building a brand’s image in China. Especially for smaller brands...
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Chinese consumers’ new obsession with ‘cosmeceuticals’ — cosmetic products that have medicinal properties — is evident on the shopping app Little Red Book where #安瓶 (#ampoules) was hashtagged over 100,000 times. Cutting-edge beauty products like ampoules are a great example of how Chinese consumers are now demanding sophisticated products and...
Like many other things in China, livestreaming has taken on a different route and trajectory to the rest of the world. In other regions, livestreaming is focused on social and gaming. In China, livestreaming has these dimensions too, and has found an important role in e-commerce, creating China's Live Commerce...
According to new research, 84 percent of all premium beauty brand engagement on Weibo is driven by posts featuring celebrities. Celebrity is a key growth driver for beauty brands in China. For instance, Estée Lauder products that were mentioned and linked by celebrities saw a 723 percent growth in sales....
When French beauty brand L’Oreal reported its first quarter earnings earlier this month, it proved China’s ‘lipstick economy’ (口红经济) has strong momentum. That term – lipstick economy – refers to a changing pattern of consumption where large, conspicuous purchases (like handbags) are making way for smaller, yet similarly luxurious expressions...
The way fashion is consumed has changed significantly over the last decade. Previously, brands were the market influencers, and their power wasn’t challenged. But with the emergence of the China market, which has its own specific rules and an even more democratic social media approach, fashion brands need new marketing...
The rise of athleisure is the materialization of a bigger phenomenon which has been spreading out across sectors. From healthy food to sports accessories, emerging brands have been challenging the status quo of established brands. So many brands have to reevaluate and change the way they market their products to...
Every year numerous brands create special limited-edition products to celebrate Chinese New Year, and brands often look to influencers to help promote these products. This year, cosmetics brand Maybelline launched their new “Red on Fire” lipstick series. To do so they created a custom mahjong set, with the traditional symbols...
Little Red Book or RED, a social e-commerce app, announced the launch of its “brand partner platform" in January. It helps brands connect directly to the site’s influencers if they would like to arrange for sponsored posts, endorsements or positive reviews. But it also introduced something else. Possibly one of...
A few months ago RED opened up the shopping cart features, and now it has taken a step towards encouraging partnerships between brands and KOLs. It opened a platform for verified brands and KOLs to search for and find each other. Companies and MCNs can now find influencers by searching...