Market Updates
Find out what is happening in the Chinese Digital Market with our Market Updates.
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.
1 Million Mini-Programs: What the Latest Mini-Program Stats Mean for Luxury Brands
Many mini-programs have already cemented their place in China’s online ecosystem, but it is still surprising how fast they are growing. The number of daily active users has now reached 280 million. Mini-program have already been wildly for ecommerce, but now luxury brands also see the benefits from it and start creating their own mini-programs. This article mentions three key mini-program trends, and what they mean for luxury brands.
Ximalaya, Dedao and more: the boom of Chinese paid audio content
Chinese internet consumers are no longer unwilling to pay for digital content. According to the report by iresearch.cn China’s paid digital content market is expected to grow from RMB 4.9 billion in 2017 to RMB 23.5 billion RMB in 2020. Which indicates that healthy and good quality content is the key nowadays and will drive immediate and long-term results.
Milan’s Luxury District Becomes First in Europe to Launch Official WeChat Account
As WeChat gets more and more user friendly it allows brands to promote their products and services in varies ways. Traditional retail areas in Europe are also starting to realize the potential. And they are not wrong! 64 percent of Chinese 20 to 30-year-olds still prefer to shop for luxury at traditional physical stores and 70 percent of all sales were influenced in some way by a brand’s online presence. Hence having a WeChat official account will support a brand’s O2O business and generate more sales all around.
CEO of 3.1 Phillip Lim on Why Moving Slow is the Way to Go in China
As a brand entering the competitive market in China it is not just about opening stores, says Wen Zhou, President and CEO of 3.1 Phillip Lim. It is about having the right people, having the right strategy, having the right branding, products, having the time and patience to test the market. And being authentic throughout is the key.
Nike scores big in Chinese KOL competition
When it comes to KOL campaigns in China weibo might still take the biggest share across the majority of brands studied, but a series of female celebrities, including mega KOL Fan Bingbing have recently joined Xiaohongshu, one of the niche platforms in China. With many different channels and even more kols in the market, brands should make sure to make the right decisions when running any online or offline campaign. This article summarizes a report about brands that managed to be successful with their KOL campaigns. What stands out is the growing share of niche platforms (category ‘other’ in the report) and the larger share of micro KOLs used by many brands.
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.
1 Million Mini-Programs: What the Latest Mini-Program Stats Mean for Luxury Brands
Many mini-programs have already cemented their place in China’s online ecosystem, but it is still surprising how fast they are growing. The number of daily active users has now reached 280 million. Mini-program have already been wildly for ecommerce, but now luxury brands also see the benefits from it and start creating their own mini-programs. This article mentions three key mini-program trends, and what they mean for luxury brands.
Ximalaya, Dedao and more: the boom of Chinese paid audio content
Chinese internet consumers are no longer unwilling to pay for digital content. According to the report by iresearch.cn China’s paid digital content market is expected to grow from RMB 4.9 billion in 2017 to RMB 23.5 billion RMB in 2020. Which indicates that healthy and good quality content is the key nowadays and will drive immediate and long-term results.
Milan’s Luxury District Becomes First in Europe to Launch Official WeChat Account
As WeChat gets more and more user friendly it allows brands to promote their products and services in varies ways. Traditional retail areas in Europe are also starting to realize the potential. And they are not wrong! 64 percent of Chinese 20 to 30-year-olds still prefer to shop for luxury at traditional physical stores and 70 percent of all sales were influenced in some way by a brand’s online presence. Hence having a WeChat official account will support a brand’s O2O business and generate more sales all around.
CEO of 3.1 Phillip Lim on Why Moving Slow is the Way to Go in China
As a brand entering the competitive market in China it is not just about opening stores, says Wen Zhou, President and CEO of 3.1 Phillip Lim. It is about having the right people, having the right strategy, having the right branding, products, having the time and patience to test the market. And being authentic throughout is the key.
Nike scores big in Chinese KOL competition
When it comes to KOL campaigns in China weibo might still take the biggest share across the majority of brands studied, but a series of female celebrities, including mega KOL Fan Bingbing have recently joined Xiaohongshu, one of the niche platforms in China. With many different channels and even more kols in the market, brands should make sure to make the right decisions when running any online or offline campaign. This article summarizes a report about brands that managed to be successful with their KOL campaigns. What stands out is the growing share of niche platforms (category ‘other’ in
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