Market Updates
Get the latest China Marketing & E-commerce news with our monthly Market Updates.
App Watch: Alibaba’s Ruwo Courts Gen Zers in the Classroom
These days, Alibaba, Jingdong, and ByteDance are all developing new social platforms that target students, turning the college campus into a crucial battleground for the future of Chinese social media. Alibaba’s new student-focused platform, Ruwo (also known by its English name, “Real Like Me” ) is attracting interest from Chinese college-aged consumers. The app is targeting a perceived yearning for authenticity, as that idea is often associated with Gen Z consumers. The platform promises that its users can “share and discover real people, real things, and real feelings.” Users can scan friends’ faces to add them to their network, use a celebrity face-match feature, and use an array of filters and stickers. If Ruwo and its counterparts do emerge as more private social networks, brands will need to develop smart strategies for reaching potential loyal customers within the communities where they spend time fostering close relationships with people similar to
Singles Day – China female consumers’ shopping plan – 2019
Singles Day has become the biggest shopping event on the planet. And female consumers are projected to lead the way on this year’s buying frenzy. PJdaren surveyed over 6,500 female key opinion consumers (KOCs) with the goal of helping brands and retailers better understand how Chinese women plan to shop on 11/11, their preferences, propensity to spend and factors influencing their brand choice. It is certainly worth a read!
China’s “Mini-Me” Culture is Perfect for Luxury Brands
In 2015 China went from a one-child to a two-child policy. And it is predicted that by 2020 the government would relax all birth restrictions, ending the family planning policy. This is great news for brands selling children’s apparel, baby-care products, and toys. Especially with the new and immerging culture of “mini-me”, brands should consider focusing on young Chinese Female Moms. These Gen-Z mothers “take pride in seeing their daughters look like themselves” and are constantly on social media sites posting their parenting and mini-me adventures. Which is exactly where the brands can capture their attention and promote their products to these spend-happy moms.
What Marketers Need to Know about China’s Live Commerce
Live commerce, the fusion of shopping and live streaming, is transforming the retail industry. It’s no secret that live commerce can generate immense revenue for brands within short time. There are numerous examples that showcase the success of live commerce. Actress Li Xiang’s recent Weibo sale success story is one case in point which helped Suning sell 30,000 air conditioners in just two hours. The live streaming effort resulted in a sales volume of more than 100 million RMB. The huge successes in live commerce are leading many brands to adopt this marketing method. Read on to find out where to find the right platform, how to cooperate with hosts, and the types of promotions to consider.
Why Luxury Brands Should Harness Zhihu’s Marketing Power
As of 2019, more than 20,000 brands and organizations have opened an official account on Zhihu. The platform offers brands the opportunity to create a profile with a corporate personality attached, and really connect with this group of highly influential consumers. And now the platform has a great new feature – livestreaming! Even Tmall uses Zhihu as part of its marketing for the upcoming 11.11 shopping festival. In addition, as with any platform, Zhihu is slowly developing its own trusted KOLs. So, for China’s new wave of savvy, educated shoppers, Zhihu provides a place for a unique discussion and now a livestreaming platform, offering thorough information on brands, products, and news events. For brands looking to respond to a shift in cultural attitudes towards luxury spending, building authority on Zhihu could be a very smart move.
What’s Behind China’s Beauty Addiction?
The frenzy of selfies has never stopped in China, and the selfie culture has created such unattainable beauty standards that body and face ideals in that country have been changing because of it. This is part of the reason why Chinese consumers are obsessed with perfect skin and ageless features. This offers both new demands and opportunities for beauty brands. While opportunities arise from entering a dynamic market where the beauty segment is one of the fastest-growing in retail, the challenges come from understanding the particular needs of this audience.Key is to understand the needs of those Chinese consumers.
New-generation Chinese travelers looking for inspiration, say experts
The new breed of Chinese travelers who are seeking new experiences are getting recommendations through word-of-mouth and hyper-connected to the digital world and their mobile devices. These were the main insights shared during the third day of ITB Asia, Asia’s leading trade show. An interesting trend is that increasingly, adventure and cultural tourism is seeing a strong appeal for emerging and sophisticated Chinese international travelers. Describing it as the rise of “soft adventure tourism,” she said. “They are swimming in the Dead Sea, going for a camel ride, climbing high mountains, experiencing local culture… it’s all about the exotic, newer and more inspirational location.”
What is a KOC? Behind China’s Latest Influencer Trend
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 this could be an ideal first step into the Chinese market. Yes, it’s Key Opinion Consumers (KOCs). In an ever-changing consumer climate KOCs are the latest cool kids on the social influencer block, and one for marketers to seriously consider.
App Watch: Alibaba’s Ruwo Courts Gen Zers in the Classroom
These days, Alibaba, Jingdong, and ByteDance are all developing new social platforms that target students, turning the college campus into a crucial battleground for the future of Chinese social media. Alibaba’s new student-focused platform, Ruwo (also known by its English name, “Real Like Me” ) is attracting interest from Chinese college-aged consumers. The app is targeting a perceived yearning for authenticity, as that idea is often associated with Gen Z consumers. The platform promises that its users can “share and discover real people, real things, and real feelings.” Users can scan friends’ faces to add them to their network,
Singles Day – China female consumers’ shopping plan – 2019
Singles Day has become the biggest shopping event on the planet. And female consumers are projected to lead the way on this year’s buying frenzy. PJdaren surveyed over 6,500 female key opinion consumers (KOCs) with the goal of helping brands and retailers better understand how Chinese women plan to shop on 11/11, their preferences, propensity to spend and factors influencing their brand choice. It is certainly worth a read!
China’s “Mini-Me” Culture is Perfect for Luxury Brands
In 2015 China went from a one-child to a two-child policy. And it is predicted that by 2020 the government would relax all birth restrictions, ending the family planning policy. This is great news for brands selling children’s apparel, baby-care products, and toys. Especially with the new and immerging culture of “mini-me”, brands should consider focusing on young Chinese Female Moms. These Gen-Z mothers “take pride in seeing their daughters look like themselves” and are constantly on social media sites posting their parenting and mini-me adventures. Which is exactly where the brands can capture their attention and promote their
What Marketers Need to Know about China’s Live Commerce
Live commerce, the fusion of shopping and live streaming, is transforming the retail industry. It’s no secret that live commerce can generate immense revenue for brands within short time. There are numerous examples that showcase the success of live commerce. Actress Li Xiang’s recent Weibo sale success story is one case in point which helped Suning sell 30,000 air conditioners in just two hours. The live streaming effort resulted in a sales volume of more than 100 million RMB. The huge successes in live commerce are leading many brands to adopt this marketing method. Read on to find out
Why Luxury Brands Should Harness Zhihu’s Marketing Power
As of 2019, more than 20,000 brands and organizations have opened an official account on Zhihu. The platform offers brands the opportunity to create a profile with a corporate personality attached, and really connect with this group of highly influential consumers. And now the platform has a great new feature – livestreaming! Even Tmall uses Zhihu as part of its marketing for the upcoming 11.11 shopping festival. In addition, as with any platform, Zhihu is slowly developing its own trusted KOLs. So, for China’s new wave of savvy, educated shoppers, Zhihu provides a place for a unique discussion and
What’s Behind China’s Beauty Addiction?
The frenzy of selfies has never stopped in China, and the selfie culture has created such unattainable beauty standards that body and face ideals in that country have been changing because of it. This is part of the reason why Chinese consumers are obsessed with perfect skin and ageless features. This offers both new demands and opportunities for beauty brands. While opportunities arise from entering a dynamic market where the beauty segment is one of the fastest-growing in retail, the challenges come from understanding the particular needs of this audience.Key is to understand the needs of those Chinese consumers.
New-generation Chinese travelers looking for inspiration, say experts
The new breed of Chinese travelers who are seeking new experiences are getting recommendations through word-of-mouth and hyper-connected to the digital world and their mobile devices. These were the main insights shared during the third day of ITB Asia, Asia’s leading trade show. An interesting trend is that increasingly, adventure and cultural tourism is seeing a strong appeal for emerging and sophisticated Chinese international travelers. Describing it as the rise of “soft adventure tourism,” she said. “They are swimming in the Dead Sea, going for a camel ride, climbing high mountains, experiencing local culture… it’s all about the exotic, newer
What is a KOC? Behind China’s Latest Influencer Trend
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 this could be an ideal first step into the Chinese market. Yes, it’s Key Opinion Consumers (KOCs). In an ever-changing consumer climate KOCs are the latest cool kids on the social influencer block, and one for marketers to seriously consider.
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