Capturing the Spirit: How Brands Can Harness the Dragon Boat Festival for Effective Marketing

June 20, 2023

The Dragon Boat Festival is a traditional Chinese holiday that occurs on the fifth day of the fifth lunar month, which corresponds to late May or early June on the Gregorian calendar. This year the festival falls on June 22.

The Dragon Boat Festival is one of the four most important traditional Chinese festivals, along with the Spring Festival, Tomb-Sweeping Day, Qixi festival and Mid-Autumn Festival.

The Dragon Boat Festival is a time for Chinese people to honor their cultural heritage, pay homage to Qu Yuan, strengthen community bonds through dragon boat races, and enjoy traditional food and customs. Qu Yuan? Who is that? Let’s dive deeper…

🏮 Learn more about Chinese festivals and how internationals brands can prepare

Why is the Dragon Boat Festival celebrated?

The Dragon Boat Festival has multiple origins and legends associated with it, but the most well-known story is that of Qu Yuan, a famous poet and statesman from ancient China.

Qu Yuan lived during the Warring States period and was famous for his patriotism. When his state was conquered, he drowned himself in the Miluo River as an act of despair and protest against corruption.

The local people admired him and raced their boats in an attempt to rescue him or retrieve his body. They also threw rice dumplings wrapped in bamboo leaves into the river to prevent fish from eating his body.

Today, the Dragon Boat Festival is primarily celebrated through dragon boat races, where teams of rowers paddle in long, narrow boats decorated like dragons. These races take place on rivers, lakes, and other bodies of water.

Rhythmic beat of drums and the cheering of spectators accompany boats. The races symbolize the attempts to save Qu Yuan and commemorate his sacrifice.

Dragon Boat Races

Dragon Boat Races © Unsplash

📅 Explore our ultimate China marketing calendar for 2023

Dragon Boat Festival and Mid-Autumn Festival

The Dragon Boat Festival and Mid-Autumn Festival are deeply rooted in Chinese culture and have a long history. Chinese celebrate them with a variety of traditional activities and foods. These days are occasions for people to gather with friends and family. Check some of the main similarities in the ways that locals celebrate both festivals.

 

Gift Giving: Both festivals are associated with the exchange of gifts. In particular, mooncakes are a traditional gift for the Mid-Autumn Festival, while zongzi (sticky rice dumplings) are the must during the Dragon Boat Festival. Many brands create special gift sets or promotions around these traditional foods.

Zongzi - Starbuck's Limited Edition

Zongzi – Starbuck’s Limited Edition

Social Media Campaigns: Brands often run social media campaigns to engage with consumers around both festivals. For example, they might create special filters, stickers, or mini-programs on WeChat or other social media platforms. They may also run contests or promotions that encourage consumers to share their festival experiences on social media.

 

Sales Promotions: Both festivals are also occasions for brands to offer special discounts or promotions to drive sales. For example, they may offer discounts on mooncakes or zongzi, or create limited edition products that are only available for a limited time.

 

Brand Storytelling: Brands may use these festivals as an opportunity to tell stories that align with their brand values or message. For example, they may highlight the importance of family, tradition, or community in their marketing campaigns.

Key Differences in Communication

While there are some similarities in marketing communication between the Mid-Autumn Festival and the Dragon Boat Festival in China. However naturally there are also some important differences and nuances to consider. Here are a few examples:

 

Themes: Firstly, the themes of the two festivals are different, and brands need to tailor their marketing communication accordingly. The Mid-Autumn Festival brings to mind the themes of reunion, harmony, and gratitude. In contrast, the Dragon Boat Festival makes people think of courage, teamwork, and patriotism.

 

Products: Secondly, the traditional foods popular during these two festivals are different, which can impact the types of products that brands offer. Mooncakes are the traditional food for the Mid-Autumn Festival, and brands often create special mooncake gift sets or offer discounts on mooncakes during the festival. For the Dragon Boat Festival, zongzi (sticky rice dumplings) are the traditional food, and brands may offer promotions or discounts on zongzi, or create festival-themed zongzi packaging.

 

Timing: The timing of the two festivals is different, with the Mid-Autumn Festival falling on the 15th day of the 8th lunar month, while the Dragon Boat Festival falls on the 5th day of the 5th lunar month. This can impact the length of marketing campaigns and the timing of promotions.

 

Consumer Preferences: Consumer preferences may differ for the two festivals, which can impact marketing communication. For example, during the Mid-Autumn Festival, consumers may be more interested in high-end, luxury mooncakes, while during the Dragon Boat Festival, consumers may be more interested in affordable zongzi options.

 

🥮 Discover more about the roots of Mid-Autumn Festival and How Brands Celebrate It

 

Marketing with the Dragon Boat Festival

The Dragon Boat Festival is an excellent opportunity to connect with and build relationships with your followers/customers. One way is to create a limited period gift or product linked to the festival. Starbucks is a good example; if you buy a certain amount of Zongzi, you can get a gift bag.

Another example is Li-Ning’s Dragon Boat Festival offer. Li-Ning, one of China’s leading sportswear brands, has refashioned its classic lifestyle sneakers, ‘001 Unblock’ into a “zongzi”. Their themed edition replicated features of zongzi (see above) in honor of the special occasion.

Li Ning 001 Unblock Dragon Boat Festival

Li Ning 001 Unblock Dragon Boat Festival

Conclusion

The Dragon Boat Festival in China presents a unique and exciting opportunity for brands to connect with their target audience. However, it is crucial for brands to tailor their marketing communication. Consider the themes, products, timing, and consumer preferences associated with the Dragon Boat Festival.

If you want to know more about the Chinese market, contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

 

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WeCom: The Essential Chinese Business Communication Tool for the Online Era

June 9, 2023

The COVID-19 pandemic has accelerated the shift towards online business for businesses around the world. As a result, WeCom, a communication and collaboration platform developed by Tencent, has become increasingly popular among businesses. It offers video conferencing, instant messaging, and file sharing, making it a valuable tool for remote work.

Moreover, it has also helped businesses adapt to new customer behaviours and preferences, such as online shopping and virtual events, and stay connected with their customers in the absence of face-to-face interactions. Online communication tools like WeCom have become essential for companies looking to stay competitive in the current business environment.

Let’s get to know this platform in more detail in this article.

 

What is WeCom?

WeCom, developed by Tencent, is a business communication and collaboration app. Formerly known as WeChat Work, it offers features like group chat, video conferencing, file sharing, and task management.

It integrates with email, calendar, and CRM systems. It’s popular in China, supports multiple platforms and languages, and allows larger group sizes and more contacts compared to WeChat.

It also enables interaction between WeChat and WeCom users. Certain features may be restricted based on user settings and permissions.

 

How is it different from WeChat?

WeCom is targeted for business communication needs whereas WeChat can be used to post articles, run ads and get connected with potential customers. Some of the significant differences between these apps are

WeChat allows an individual account to create a group with up to 500 members, while its business equivalent allows up to 10,000 group members for an organizational group and up to 2000 members for other groups. The organization can use it to invite customers, vendors, suppliers, and partners to join its groups for more accessible communication. Similarly, a WeChat account can add up to 5000 “friends,” but an individual WeChat Work account can add up to 50,000 “friends.

Besides, a WeChat account can send up to 200 messages to friends, while the other account has no limit for bulk messages.

Another feature that makes it more business-friendly than WeChat is that professional accounts can share the information of their “friends” (e.g., customers) with other professional members, which makes for seamless work handover or workflow support.

Moreover, these powerful features can be beneficial for business networking as well as operations management. Users of both platforms can interact with each other, as both platforms are developed by Tencent and are integrated with each other. This means that users of WeChat can send messages and make calls to WeCom contacts, and vice versa. Similarly, users of WeCom can also interact with WeChat contacts by adding them to their WeCom contacts list and sending messages or making calls through the app.

Additionally, WeChat Work provides various APIs to allow organizations to access and integrate it with other applications, including those of the WeChat ecosystem and third-party partners.

 

APIs – Application Programming Interfaces

Tencent provides a range of APIs that developers can use to build custom integrations and extensions for the platform. Here are some of the most popular APIs:

Chat API: This API allows developers to build custom chatbots and integrations for chat feature, enabling users to interact with third-party services and applications directly within the platform.

Directory API: This API provides access to user and group information within, making it easier to manage users, groups, and permissions.

Event API: This API allows developers to receive real-time notifications for various events, such as message send/receive, user login/logout, and group chat creation/deletion.

Contact API: This API allows developers to manage and synchronize contact information between the platform and external systems.

Authentication API: This API provides secure authentication and authorization for third-party applications that need to access features and data.

Drive API: This API enables developers to build custom integrations for cloud storage and file sharing features, allowing users to access and share files directly within the platform.

🌏 Why should brands use CRM Integrations on WeChat?

These are just a few examples of the APIs available for WeCom. Developers can access the full API documentation and resources on the WeCom developer website.

WeCom Usage in China & How Covid-19 Influenced Its Usage

WeCom, Tencent’s dedicated product for business communication and office collaboration, reached 180 million active users with more than 10 million companies and organizations last year.

When Covid-19 hit and everyone was forced to work, tools like WeCom made the transition easy for people to keep up with their work and business. WeCom facilitated remote work and virtual events during the pandemic.

WeCom helped with:

Increased Adoption: As businesses and organisations shifted to remote work and online collaboration, there was a surge in the adoption of WeCom. According to Tencent, the company behind WeCom, the app saw a 200% increase in usage in China during the early stages of the pandemic in 2020.

Hybrid Work Model: As China emerged from the pandemic and returned to work, many businesses adopted a hybrid work model, with employees working both in the office and remotely. WeCom played a key role in facilitating this model, as it allowed employees to communicate and collaborate seamlessly regardless of their physical location.

Virtual Events: With the cancellation of in-person events and conferences, many organisations turned to virtual events to connect with customers and partners. WeCom’s video conferencing and group chat features made it a popular platform for hosting virtual events.

How B2B Brands Can Use WeCom

Customer Support: B2B brands can use WeCom to provide customer support to their clients. They can create a dedicated customer support group within WeCom and allow customers to contact them via chat, voice, or video calls. This can help businesses provide faster and more personalised support to their customers.

Sales and Marketing: B2B brands can use Wecom to communicate with their potential clients and partners. They can create groups and invite prospective clients to join them to provide product information, answer questions, and share marketing collateral. This can help businesses build stronger relationships with potential clients and generate leads.

Collaboration: B2B brands can use Wecom to collaborate with their external partners, vendors, and suppliers. They can create groups and invite external parties to join them for discussions, document sharing, and project management. This can help businesses streamline their supply chain management and enhance collaboration with external parties.

Event Management: B2B brands can use Wecom to manage their events and conferences. They can create groups for attendees, share event schedules, and send notifications to keep attendees informed about the latest updates. This can help businesses enhance the attendee experience and engage with their audience more effectively.

💼WeChat for B2B sector & 10 Ways for a B2B Brand to Generate Leads on WeChat

How B2C Companies Can Use WeCom

WeCom can be used by B2C companies to enhance their communication with customers and improve their overall customer experience. Here are some ways B2C companies can use WeCom:

Customer Service: B2C companies can use WeCom to provide customer service to their customers. They can create a customer service group within WeCom and allow customers to contact them via chat, voice, or video calls. This can help businesses provide faster and more personalised support to their customers.

Marketing: B2C companies can use WeCom to promote their products or services and engage with their customers. They can create groups and invite customers to join them for product launches, promotions, and other marketing events. This can help businesses build stronger relationships with their customers and increase customer loyalty.

Sales: B2C companies can use WeCom to facilitate sales with their customers. They can create groups and invite customers to join them to provide product information, answer questions, and place orders. This can help businesses enhance their sales processes and provide a more convenient shopping experience for their customers.

Feedback and Surveys: B2C companies can use WeCom to gather feedback and conduct surveys from their customers. They can create groups and invite customers to participate in surveys or provide feedback on their products or services. This can help businesses gain valuable insights into their customers’ needs and preferences and make data-driven decisions.

Overall, WeCom can be a valuable tool for B2C companies to enhance customer communication and engagement. It improves customer service, and increase customer loyalty and satisfaction.

 

Setting Up WeCom for Your Business

Employers can create a WeCom account by following these steps:

  1. Firstly, go to the WeCom registration page: https://work.weixin.qq.com/
  2. Secondly, enter your company information, including company name, industry, and contact information.
  3. Create an administrator account by entering your email address and creating a password. This account will have full access to your company’s WeCom account and settings.
  4. Verify your email address by clicking on the verification link sent to your email.
  5. Set up your company’s WeCom account by following the prompts provided by the platform.
  6. Once your account is set up, you can invite employees to join by providing their phone numbers and email addresses.

 

Note that there may be additional steps required for verifying your company’s information and setting up specific features within WeCom, such as third-party integrations or customer support channels. Be sure to consult WeCom’s documentation and support resources for more information on how to customize and optimize your account for your business needs.

🗣️Top 5 alternatives for LinkedIn in China you need to know now

Conclusion

WeCom has revolutionized business communication in China. It provides an efficient and secure platform that empowers organizations to thrive in a fast-paced and interconnected environment. By leveraging the features and capabilities of WeCom, businesses can enhance their productivity. They can also foster collaboration, and build strong relationships, ultimately driving growth and success in the dynamic Chinese market.

If you want to know more about the Chinese market contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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Keeping Up with China: Latest Market Updates and News

June 9, 2023

iFlytek demonstrates new AI writing tools based on its own language model, claims it outperform ChatGPT

 

With the release of its own AI language models and associated applications, iFlytek is continuing the contribution of Chinese tech companies to the global AI development initiative sparked by ChatGPT.

An artificial intelligence writing tool called the iFlytek AI Writer aids users in quickly creating articles based on given information and prompts. On May 6, the product had its initial release.

According to the chairman of iFlytek, the model has surpassed ChatGPT in the areas of Chinese long-text generation, medical knowledge, and mathematical prowess but still falls short of ChatGPT in this area.

Three upgrades will be made to the model soon. On June 9, the model will be improved with code and multimodal interaction skills, and on August 15, it will be improved with open-ended question, multi-round dialogue, and mathematical ability capabilities. He added that by October 24 the model will be on par with ChatGPT’s current level in English and surpass ChatGPT’s current level in Chinese.

https://technode.com/2023/05/10/iflytek-demonstrates-new-ai-writing-tools-based-on-its-own-language-model/

 

 

Xiaohongshu tests new feature enabling influencers to add shopping links to posts

 

As part of its push towards e-commerce transactions, Xiaohongshu is enabling a select group of merchants to invite platform influencers to include shopping links when they post recommended content.

Instead of connecting to external e-commerce platforms, the links are directly connected to stores within Xiaohongshu.

In January 2021, the feature was initially accessible to all platform creators, but it was removed six months later due to “unsatisfactory link conversion rates.”

Xiaohongshu, which is frequently compared to Instagram, has been refocusing on e-commerce in recent months. It tested a group-buy feature last month and found success with livestream shopping earlier this year.

https://mp.weixin.qq.com/s/FTb_v-_vYsghkMr454iNtg

 

 

LinkedIn to shut China app, cut over 700 jobs

 

 

InCareer, the Chinese version of LinkedIn, will shut down its job board in August. Thanks to our strong China-based team, InCareer had some success over the past year, but it also faced stiff competition and a difficult macroeconomic environment.

LinkedIn stated in October 2021 that the Chinese-language version of its services would be discontinued due to “a more difficult operating environment” and “greater compliance requirements.”

Instead, the Microsoft-owned company introduced InCareer, a stand-alone employment app. InCareer had 57 million users as of July 2022 and was linked to 875 million members globally via LinkedIn.

700 employees in China will lose their jobs as a result of InCareer’s decision to change its business strategy and assist Chinese companies with recruiting, marketing, and training personnel abroad.

https://news.linkedin.com/2023/may/a-message-from-linkedin-s-ceo

 

 

Dazi culture in RED

 

 

Users of Xiaohongshu list the “professional” connections they require to expand their personal social network beyond simple acquaintances.

Recently, the “Dazi Culture” has become a trend on the internet. Finding a partner for a certain activity or pursuit—be it a study partner, a travel companion, a movie buddy, or a workout partner—is central to “Dazi” culture.

“Da Zi” is a colloquial term for a friendship. They do provide a relationship that people are eager to have, especially when you just want someone to eat or shop with but not share your most private secrets with. Despite the fact that they are not close friends.

“Da Zi” may be the reason why young people associate with one another because they have common interests, taste, or preferences.

The “Voice Live” feature, which focuses on voice social networking and lets users create open rooms and have conversations with random people about a variety of topics of interest, was internally tested by Xiaohongshu in October.
In February this year, 小红书 launched a “group chat” function, continuing to break the reality-based social networking model of acquaintances and connecting strangers by interests.

https://mp.weixin.qq.com/s/rWi4TqsjEsMSXrk7uLMtew

 

 

Balenciaga gives a nod to sustainability for 520 festival

 

 

Balenciaga, a luxury French fashion house, is leveraging Chinese Gen Zers’ growing passion for sustainability in advance of the 520 shopping festival (also known as Internet Valentine’s Day).

Chinese Gen Z consumers’ attention to brands’ social responsibility has emerged as a defining characteristic. With the recent launch of 500 new sustainable products on Tmall Luxury Pavilion, luxury brands have made sure to stay on top of this trend.

Along with the launch of the line, Balenciaga also published an interactive mini-program on the messaging app WeChat. On the microblogging platform Weibo, as of May 10, the hashtag “Balenciaga 520” had accumulated 17 million views.

Balenciaga gives a nod to sustainability for 520 festival

 

 

Chinese Tourists’ Spending In Europe Rises, But Visitor Numbers Remain Weak

 

 

The return of Chinese tourists to foreign countries began closer to home, with Asian locations like Thailand, Japan, South Korea, and Singapore emerging as early favorites, according to data from several Chinese travel agencies. Richer Chinese tourists appear to be among the first to travel back to Europe.

Chinese consumers now pay much more to travel to Europe, and demand is still below pre-pandemic levels. Those who do make these lengthy trips, though, are spending more money than before.

Europe will likely have to wait until the end of 2023 or 2024 to see the return of large-scale Chinese tourism.

https://jingdaily.com/chinese-tourist-europe-spending/

 

 

Lancôme spotlights Chinese ceramics in eye cream campaign

 

 

For the promotion of its Absolute Eye Cream, Lancôme examined the beauty of conventional Chinese ceramics. The campaign uses the restoration of old objects as a metaphor for rejuvenating sagging or aging skin.

Chinese consumers’ desire for goods that honor their country’s rich cultural heritage, both old and new. Foreign brands can take advantage of this trend with clever product design and local partnerships, making it far from the exclusive domain of domestic brands.

According to the study, half of Chinese women between the ages of 25 and 30 use anti-aging products like skin-lifting creams, serums, and eye creams.

Lancôme spotlights Chinese ceramics in eye cream campaign

 

Court Ruling Sparks Debate Over Promoting Work on Social Media

 

 

Luxury brands are embracing the concept of “virtual luxury” more and more in order to appeal to younger, digitally savvy consumers who value sustainability and one-of-a-kind experiences. To engage customers and create fresh opportunities for brand interaction, this entails using virtual experiences and products.

But the question still stands: Is authenticity still important in marketing? While virtual luxury might be alluring in the short term, brands shouldn’t discount the value of authenticity and quality when fostering long-term consumer trust and loyalty.

Given these trends, luxury brands should think about how to strike a balance between the advantages of virtual luxury and the requirement to uphold a strong brand identity and reputation. This might entail coming up with inventive ways to combine tangible goods and services with digital ones, all the while upholding the brand’s commitment to excellence and authenticity throughout.

https://www.sixthtone.com/news/1012863

Checking the performance of prior posts within the last 30 days is now possible in the WeChat backend, which is a new data point available.

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Unlocking Opportunities: Current Updates from the Chinese Market

June 9, 2023

China’s short video war heats up as Tencent offers cash to influencers from rivals Douyin and Kuaishou

 

Tencent’s Weishi, a short video app, is enticing influencers from competing platforms, such as Douyin, TikTok’s Chinese counterpart, by offering cash rewards and other perks. This strategic move aims to capture the attention of viewers in the highly competitive market.

The program primarily targets content creators specializing in movie reviews, healthcare, parenting, and other relevant fields. Additionally, Weishi actively seeks individuals with a relatable and “down-to-earth” lifestyle to participate.

It is important to note that this recruitment initiative aligns with standard industry practices and is not a recent development for Weishi. After witnessing the immense success of ByteDance’s Douyin, which popularized short videos, Tencent revived Weishi in 2018. Subsequently, in 2021, Tencent merged Weishi with its long-form video platform, Tencent Video, creating a unified operation within its platform and content group.

https://www.scmp.com/tech/tech-trends/article/3220197/chinas-short-video-war-heats-tencent-offers-cash-influencers-rivals-douyin-and-kuaishou

Douyin (Chinese TikTok) saw an 80% increase in e-commerce total sales last year

 

In the year 2022, the total expenditure of consumers on purchases made through the short video platform amounted to RMB 1.41 trillion ($201.4 billion).

Douyin, owned by ByteDance, is actively promoting and encouraging its video viewers to engage in shopping activities through livestreaming and the app’s marketplace channel. This strategic move by the platform aims to diversify its revenue sources and explore new avenues for generating income.

During Douyin’s annual ecosystem conference held in Guangzhou, Wei Wenwen, the president of Douyin’s e-commerce division, unveiled plans to allocate RMB 10 billion to provide support to merchants and facilitate their businesses on the platform.

https://36kr.com/p/2261274230894216

Tencent Games see 25% growth in overseas gaming sector in Q1

 

In its latest financial report, Tencent, the Chinese tech giant, announced robust growth in gaming revenues during the first quarter. The company’s overseas gaming revenue experienced a significant increase of 25% compared to the previous year, reaching RMB 13.2 billion ($1.88 billion).

Similarly, gaming revenue within the Chinese market witnessed a year-on-year growth of 6%, amounting to RMB 35.1 billion ($5 billion). Tencent’s performance exceeded analysts’ expectations, with the company’s total revenue for the first quarter reaching RMB 150 billion ($21.8 billion), marking an 11% increase compared to the previous year. On a non-IFRS basis, the net profit for the period reached RMB 33.4 billion ($4.9 billion), representing a 27% year-on-year growth.

https://technode.com/2023/05/18/tencent-games-see-25-growth-in-overseas-gaming-sector-in-q1/

More and more brands are using young men as anchors

 

What is the rationale behind brands using “boys” for live streaming? Will the “boys trend” emerge as a new trend amidst the increasing competition for audience attention and rising solicitation costs?

Utilizing “male appearance level” to tap into organic traffic has become an unspoken consensus among numerous brands. According to data from the Forward-Looking Industry Research Institute in 2021, women constitute 53.8% of Chinese live streaming e-commerce orders, positioning them as the primary consumer group. Platforms like Taobao and Douyin see women accounting for over 60% of users placing orders. Additionally, in terms of age demographics, young and middle-aged individuals form the main consumer base for live streaming e-commerce products. Notably, nearly 30% of viewers belong to the post-1995 and post-2000 generations. Young women exhibit distinct advantages in the realm of live streaming.

Particularly in areas such as beauty products, skincare items, and household goods, women serve as the primary consumer group. Although the correlation between male hosts and products may not be significant, they can pique consumers’ curiosity, foster a sense of participation, and enhance brand attention.

https://mp.weixin.qq.com/s/ytJ005A5HISf9uK-Ka2h-w

62% Of Chinese Luxury Shoppers Are Buying At Home Vs. In European Capitals

 

Even with the reopening of international borders, Chinese luxury consumers continue to opt for domestic shopping.

In April 2023, 62% of luxury expenditures by Chinese consumers were made within China. As a result, domestic high-end retailers are witnessing robust sales growth.

Chinese consumers have a preference for personalized experiences and interactions with local sales associates. In response to this trend, luxury brands are expanding their presence in China by opening more stores and making global price adjustments.

These brands are also investing in experiential flagship stores and VIP-only boutiques to cater to the expectations of Chinese luxury consumers, who value personalized experiences and seek added value from the brands they choose.

Thus, despite the reopening of international travel, a significant portion of Chinese luxury consumption remains concentrated within China.

https://jingdaily.com/62-chinese-luxury-shoppers-buying-at-home-vs-in-european-capitals/

 

 

Strong Domestic Travel Rebound In China Foreshadows Return Of Global Chinese Tourism

 

 

There has been a notable increase in the demand for overseas travel and a rise in international spending. However, Chinese consumers are showing less interest in traditionally popular destinations such as Europe compared to pre-pandemic times.

Many Chinese consumers still have concerns regarding deterrents and factors that include the absence of adequate COVID-19 safety measures, strict testing requirements, and barriers related to visa acquisition.

Chinese travelers are now in search of unique and novel experiences and are willing to invest in entertainment, dining, shopping, and distinctive accommodations, including boutique hotels and one-of-a-kind Airbnb homestays.

Specifically, individuals aged between 21 and 45, as well as those with higher incomes, have demonstrated a strong desire to resume overseas travel.

https://jingdaily.com/china-international-outbound-travel-mckinsey/

 

5 strategies domestic brands use to outshine foreign ones

 

Chinese domestic brands are capitalizing on their local advantage to challenge the positive reputation enjoyed by foreign brands.

The emergence of the “Guochao” concept highlights consumers’ inclination towards brands that embrace Chinese culture, traditional flavors, scents, and symbols.

To remain competitive in the Chinese market, brands need to prioritize digital transformation, innovation, and establish a strong presence on various social media platforms.

Social media platforms play a pivotal role in brand growth, and features like live commerce contribute significantly to increased sales.

Brands are adopting an omni-channel approach by transforming physical stores into immersive experiences while simultaneously expanding sales through e-commerce channels.

In addition to Key Opinion Leader (KOL) strategies, brands are incorporating Key Opinion Consumers (KOCs) to attract and retain more loyal customers, effectively bridging the gap between brands and their target audience.

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Recent Updates and Industry Highlights

June 9, 2023

Face-swapping fraud sparks AI-powered crime fears in China

 

China is dealing with a major deepfake scam, which has raised concerns about an increase in fraudulent activities utilising AI tools such as face swapping and voice mimicry.

The case revolves around a prominent tech firm in Fuzhou, whose legal representative was reportedly swindled out of RMB 4.3 million ($610,000) after engaging in a video call with an imposter posing as a “friend” through the exploitation of AI face-swapping technology.

This incident has triggered extensive discussions on the ability of AI to deceive well-educated individuals in a matter of minutes. While China is still in the early stages of formulating regulations for AI, the nation’s internet regulator recently released a draft regulation addressing the use of generative AI and invited public input on the proposed measures.

The initial enthusiasm surrounding advancements like ChatGPT in China has been overshadowed by apprehensions regarding the potential misuse of AI to facilitate criminal endeavors.

https://technode.com/2023/05/24/face-swapping-fraud-sparks-ai-powered-crime-fears-in-china/

Tencent’s super app WeChat announced the official introduction of palm payment

 

WeChat’s palm pay feature demonstrates its adaptability to varying lighting conditions and the unique physiological characteristics of individuals’ palm lines.

This innovative payment method has been initially introduced on the subway line that connects to Beijing’s Daxing Airport. By utilizing this newly launched feature, users can now complete their entire boarding process without the need for their smartphones.

https://mp.weixin.qq.com/s/z664BYdriVy1_tbwSSHbWA

 

China Social Media In 2023: The Brand Guide To WeChat, Douyin, Xiaohongshu And Other Platforms

 

In China, the luxury goods market is flourishing, offering a significant opportunity for brands to captivate the interest of Chinese consumers. It is crucial for luxury brands to carefully select the appropriate social media platforms to establish connections with younger demographics.

By actively participating in relevant discussions and fostering a community centered around broader themes, brands can easily connect with users on platforms such as Xiaohongshu. To resonate with Chinese consumers, luxury brands should strive for subtle, sincere, and locally tailored storytelling.

Incorporating gamification elements on platforms like WeChat can enhance a brand’s social standing and create exciting opportunities beyond traditional features. Furthermore, leveraging short videos with compelling narratives on platforms like Weibo can establish profound emotional bonds with audiences and effectively convey brand messages.

https://jingdaily.com/chinese-social-media-xiaohongshu-douyin-wechat-weibo/

Strong Domestic Travel Rebound In China Foreshadows Return Of Global Chinese Tourism

 

Chinese Gen Z individuals are embracing the trend of “Dopamine Dressing Style,” which aims to embody joyfulness through clothing choices.

This new fashion phenomenon, characterized by vibrant and vivid colors, is believed to have originated among university students.

One of her short videos, featuring five colorful outfits representing different moods throughout the weekdays, has gained significant exposure and attention.

The popularity of the “Dopamine Dressing” style reflects the increasing significance of emotions in the fashion industry’s consumer journey, particularly among the post-90s and post-00s generations.

By utilizing colors as a medium for emotional expression, individuals can experience an enhanced sense of pleasure, effectively triggering the chemical messenger of happiness.

How has China’s Gen Z turned the happy chemical Dopamine into a fashion fad?

 

The Chinese Traveler Is A Global Luxury Consumer

 

The post-pandemic luxury industry will continue to witness a significant presence of Chinese travelers, and luxury companies should be prepared for their return.

In light of the three-year-long COVID-19 restrictions, brands must adapt and comprehend the changes in Chinese consumer behavior and expectations.

To strengthen customer relationships and ensure consistent experiences, it is crucial for luxury companies to utilize Chinese digital platforms such as WeChat, RED, and Dianping.

Emphasizing digital capabilities that facilitate product searches, store appointment bookings, and seamless integration with popular payment platforms like WeChat Pay and Alipay is of utmost importance.

Collaboration between global brand teams and local Chinese teams is necessary to cater to the needs and expectations of Chinese travelers, viewing them as a global consumer profile and delivering coherent experiences across the digital landscape.

https://www.luxurysociety.com/en/articles/2023/05/chinese-traveller-global-luxury-consumer?ueid=3a844b2001

 

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