Market Updates

Find out what is happening in the Chinese Digital Market with our Market Updates.

China’s coffee wars: How Luckin Coffee & Coffee Box plan to take on Starbucks

Two home-grown coffee startups are operating as fast as they can against the giant and dominate Startbucks. “New retail” is often used to describe Luckin, where customers order and pay on their app, for both delivery and pick up. Coffee Box wins major creative points for their marketing via WeChat mini-program, gaining 200k followers without any external promotion. These companies are forcing Startbucks to take action. The first attempt is a test in delivery service with Alibaba’s ’s Ele.me, to embrace the lifestyle ritual of on-demand services in China.

Read More »

Athleisure is Crushing it in China – Here’s What You Need to Know

Chinese people are more willing to invest in healthy living nowadays. One clear sign is the number of gym memberships that has increased dramatically. A result of this trend is that sportswear is taking over the apparel industry in China. Even though Nike and Adidas continue to dominate the industry, there is room for smaller players now. This article analyzes some of the key trends powering the industry, and discusses how niche brands such as Particle Fever are positioning themselves. One clear takeaway is that a strong Chinese digital marketing strategy is a key reason these niche brands become successful.

Read More »

Why China’s Adventurous Gen-Z is Spending More Overseas

“Cutting-edge technology, exotic foods, adventurous activities and accommodation with an authentic local flavor” – this is the travel style of the new generation of Chinese travelers. And this doesn’t come cheap. Chinese Millennials and the Z Generation are devoting more than one third of their income to travel, with an average of four trips a year. And they are spontaneous, with 36% booking their vacations less than one month in advance. Marketers and travel industry companies have been rushing to cater to this lucrative market.

Read More »

How Luxury Car Brands in China Show That Bigger is Better

The Chinese economy has been growing and as a result the car market has been booming. It reveals modern-day truisms on the expectations of affluent Chinese consumers. And clearly shows that a car brand’s presence online and offline are both must-haves. This article points out how car brands ignite passion for their marque in China’s competitive environment.

Read More »

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

Read More »

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.

Read More »

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.

Read More »

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?

Read More »

China’s coffee wars: How Luckin Coffee & Coffee Box plan to take on Starbucks

Two home-grown coffee startups are operating as fast as they can against the giant and dominate Startbucks. “New retail” is often used to describe Luckin, where customers order and pay on their app, for both delivery and pick up. Coffee Box wins major creative points for their marketing via WeChat mini-program, gaining 200k followers without any external promotion. These companies are forcing Startbucks to take action. The first attempt is a test in delivery service with Alibaba’s ’s Ele.me, to embrace the lifestyle ritual of on-demand services in China.

Read More »

Athleisure is Crushing it in China – Here’s What You Need to Know

Chinese people are more willing to invest in healthy living nowadays. One clear sign is the number of gym memberships that has increased dramatically. A result of this trend is that sportswear is taking over the apparel industry in China. Even though Nike and Adidas continue to dominate the industry, there is room for smaller players now. This article analyzes some of the key trends powering the industry, and discusses how niche brands such as Particle Fever are positioning themselves. One clear takeaway is that a strong Chinese digital marketing strategy is a key reason these niche brands become successful.

Read More »

Why China’s Adventurous Gen-Z is Spending More Overseas

“Cutting-edge technology, exotic foods, adventurous activities and accommodation with an authentic local flavor” – this is the travel style of the new generation of Chinese travelers. And this doesn’t come cheap. Chinese Millennials and the Z Generation are devoting more than one third of their income to travel, with an average of four trips a year. And they are spontaneous, with 36% booking their vacations less than one month in advance. Marketers and travel industry companies have been rushing to cater to this lucrative market.

Read More »

How Luxury Car Brands in China Show That Bigger is Better

The Chinese economy has been growing and as a result the car market has been booming. It reveals modern-day truisms on the expectations of affluent Chinese consumers. And clearly shows that a car brand’s presence online and offline are both must-haves. This article points out how car brands ignite passion for their marque in China’s competitive environment.

Read More »

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,

Read More »

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.

Read More »

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.

Read More »

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?

Read More »

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