The global rise of gender fluidity indicates a growing desire to embrace personal exploration beyond the narrow identity codes of masculinity and femininity. Today, toxic masculinity or passive femininity can be replaced with new types of roles: sensitive men or strong women. These new concepts represent a positive step forward,...

China is no exception when it comes to millennial obsession. However, a closer look reveals that elderly people (defined as over-60s) represent the fastest growing generational group in China. This group accounts for over 170 million people, representing more than a quarter of all Chinese households. And they are experiencing...

Are you an avid skier or snowboarding enthusiast? Do you want to understand how China's snow and ski market compares with the rest of the world? Then read on for relevant trends and considerations when taking your snow or skiwear brand to China. Source: Booking.com We’ve compiled an overview of...

Did you think the retail market in China was big already? Think again! In the first two months of 2019, total retail sales of consumer goods in China grew by 8.2% year-on-year to 6,606.4 billion yuan (US$984.49bn). The total retail sales in China is projected to exceed US$5.6 trillion in...

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...

Chinese women don’t just hold up half the sky, they’re holding up entire industries. A growing proportion of travel consumers and decision-makers in China are now women, according to a report released by Ctrip. The report states that women travel more than their male counterparts, and also spend more as well. And social...

Are you curious about what's happening in China’s kidswear market? Do you want to know why a strong online sales presence is critical to succeed in this category? Keep reading for some relevant trends and considerations when capturing market share of China's kids and most importantly their parents. First, a quick...

WeChat Mini-Programs took off in 2018, with thousands of brands and retailers diving in to explore business opportunities. This article summarizes survey results from 8,000 WeChat Mini-Program users and links use habits to implications for brands and retailers. Nearly 70% of users are optimistic about Mini-Programs future development, and over...

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...

Generation Z was born between 1998 and 2016 meaning the first ones are now turning 21 this year. In China this generation is often referred to as the "spoiled generation", due to being the only child in their family. The urgency to market to them is mounting, and both brands...