Market Updates
Find out what is happening in the Chinese Digital Market with our Market Updates.
Burberry Launches 2 Handbags Just for China on First WeChat Mini-Program
Burberry is the latest in a long line of brands to launch a Valentine’s Day campaign. Taking the form of a social game in honor of Chinese Valentine’s Day, Burberry’s campaign (which is said to be a mini-program but seems to be a regular H5 campaign) allows users to test their love. After playing it links to the Valentine’s Collection which includes two new Qixi bags exclusive to China. This special collection does seem to be available in a Mini-program shop available via a QR code after finishing the quiz. Josie Zhang, Vice President of Burberry in China, told Jing Daily, “The WeChat mini-program allows the customer to experience our brand in a seamless and engaging way, which is perfect for social commerce.
What’s the Difference Between a KOL and a Wanghong?
In China, the millennial and Gen-Z generations are driving consumption. And celebrities and KOLs have a big impact on that purchasing behavior. According to a survey Chinese Social Media users are more receptive to brand recommendations by celebrities than any other country (63%-78%). It is important to note that celebrities aren’t always KOLs though. This article explains the different between wanghong (online celebrities) and KOLs.
The secret to WeChat mini-games’ success: Interview with Li Qing, director of mini-games department
Official figures show there are now more than a million mini programs in circulation. With mini-games monetizing fast via advertising and in-app purchases, WeChat has announced in-game ad daily transaction volumes of up to RMB 10 million. Read on to find out how traditional offline chain stores can benefit from WeChat mini programs or mini-games and how WeChat managed to get recognition for mini-game products in the first place.
China “Hearts” Emojis, So Why Aren’t Brands Using Them?
Particularly in China, where people are not encouraged to outwardly show emotion, emojis have become an especially important means of communication. Many brands have tried emoji marketing on a global scale, but few of them have yet to make emojis an integral part of their China-based campaign. So why aren’t brands taking advantage of the marketing potential of emojis in China yet?
The demographic timebomb that will hit the Chinese economy
The gigantic Chinese middle-class, which is projected to grow to 659m by 2030, consists of a cohort of urban only-children who will be relied on to support two ageing parents, and four grandparents. Due to that, and other factors the tastes of this generation are changing. They are more interested in Chinese culture and even rank local products higher than foreign ones in nine out of seventeen categories. These changes will have a huge impact, not only on China but on the world at large.
What South Australia Learned from Partnering with a Superstar
Influencer Marketing Strategies do not only work well for campaigns in China targeting consumers to spend locally, they also work for industries like tourism to attract consumers to other countries and destinations.
Kuaishou launches Snap Spectacles-like product as Tencent Weishi gets a new action cam
The battle between Chinese short-video gaints is moving from online to offline. Tencent Weishi, a short-video platform owned by Tencent announced a Gopro-like action-camera in collaboration with manufacturer EKEN on Tuesday. Meanwhile, Kuaishou announced on the same day a Snap Spectacles-like product in collaboration with Chinese spec-maker Starci. Whether the moves into integrating hardware with short-videos work out remains to be seen, but one thing is for certain, the short-video phenomenon in China isn’t going to stop anytime soon.
Three Tips for using influencers in China: lessons from the skincare industry
According to a report by influencer marketing agency ParkLu many brands aren’t always using the right platforms, picking the right people, or sending the most effective message to showcase their offerings through Influencers. This article summarizes three tips for brands running KOL campaigns in China.
Burberry Launches 2 Handbags Just for China on First WeChat Mini-Program
Burberry is the latest in a long line of brands to launch a Valentine’s Day campaign. Taking the form of a social game in honor of Chinese Valentine’s Day, Burberry’s campaign (which is said to be a mini-program but seems to be a regular H5 campaign) allows users to test their love. After playing it links to the Valentine’s Collection which includes two new Qixi bags exclusive to China. This special collection does seem to be available in a Mini-program shop available via a QR code after finishing the quiz. Josie Zhang, Vice President of Burberry in China, told Jing Daily, “The WeChat mini-program allows the customer to experience our brand in a seamless and engaging way, which is perfect for social commerce.
What’s the Difference Between a KOL and a Wanghong?
In China, the millennial and Gen-Z generations are driving consumption. And celebrities and KOLs have a big impact on that purchasing behavior. According to a survey Chinese Social Media users are more receptive to brand recommendations by celebrities than any other country (63%-78%). It is important to note that celebrities aren’t always KOLs though. This article explains the different between wanghong (online celebrities) and KOLs.
The secret to WeChat mini-games’ success: Interview with Li Qing, director of mini-games department
Official figures show there are now more than a million mini programs in circulation. With mini-games monetizing fast via advertising and in-app purchases, WeChat has announced in-game ad daily transaction volumes of up to RMB 10 million. Read on to find out how traditional offline chain stores can benefit from WeChat mini programs or mini-games and how WeChat managed to get recognition for mini-game products in the first place.
China “Hearts” Emojis, So Why Aren’t Brands Using Them?
Particularly in China, where people are not encouraged to outwardly show emotion, emojis have become an especially important means of communication. Many brands have tried emoji marketing on a global scale, but few of them have yet to make emojis an integral part of their China-based campaign. So why aren’t brands taking advantage of the marketing potential of emojis in China yet?
The demographic timebomb that will hit the Chinese economy
The gigantic Chinese middle-class, which is projected to grow to 659m by 2030, consists of a cohort of urban only-children who will be relied on to support two ageing parents, and four grandparents. Due to that, and other factors the tastes of this generation are changing. They are more interested in Chinese culture and even rank local products higher than foreign ones in nine out of seventeen categories. These changes will have a huge impact, not only on China but on the world at large.
What South Australia Learned from Partnering with a Superstar
Influencer Marketing Strategies do not only work well for campaigns in China targeting consumers to spend locally, they also work for industries like tourism to attract consumers to other countries and destinations.
Kuaishou launches Snap Spectacles-like product as Tencent Weishi gets a new action cam
The battle between Chinese short-video gaints is moving from online to offline. Tencent Weishi, a short-video platform owned by Tencent announced a Gopro-like action-camera in collaboration with manufacturer EKEN on Tuesday. Meanwhile, Kuaishou announced on the same day a Snap Spectacles-like product in collaboration with Chinese spec-maker Starci. Whether the moves into integrating hardware with short-videos work out remains to be seen, but one thing is for certain, the short-video phenomenon in China isn’t going to stop anytime soon.
Three Tips for using influencers in China: lessons from the skincare industry
According to a report by influencer marketing agency ParkLu many brands aren’t always using the right platforms, picking the right people, or sending the most effective message to showcase their offerings through Influencers. This article summarizes three tips for brands running KOL campaigns in China.
Exclusive: Toutiao to build up a partial paywall for its top-ranked news app in China
In 2017, China’s paid content market has reached $738.9 million and is expected to grow to $3.5 billion by 2020. Jinri Toutiao is taking action by allowing media companies to set up and operate paid, content columns on its app. Even though the new feature is still in alpha testing, we can already see an influx of new, paid media content.
Douyin shifts to partner with MCN to widen content offerings
Douying is growing at breakneck speed. It is reported to be the most downloaded app in Apple’s App Store worldwide in the first quarter of this year reported by SensorTower. Now the platform made a move to bring more quality content and to retain users. Douyin reportedly identified a number of Multi-Channel Networks (MCNs) to be certified partners to improve the cooperation with KOLs. Check this article for more information.
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