Seizing Opportunities: A Look at China’s Recent Changes

July 1, 2024

1. Adapting to the new trend? National tourism bureaus are getting on board with Xiaohongshu and Podcasts

  • Australia’s 618 Campaign:

    • The Australia tourism bureau partnered with Xiaohongshu for “Just Rush to Australia on 618,” involving 40 travel brands and offering various travel packages.

  • Dubai’s Summer Campaign:

    • Dubai tourism bureau launched “Dubai can also play like this” activities, inviting travel influencers and partnering with local businesses to offer discounts and prizes.

  • Singapore’s Theatre Campaign:

    • Following a visa exemption policy, Singapore’s tourism bureau and Xiaohongshu launched “Theatre in Singapore,” featuring an interactive online page and an offline experience space in Shanghai.

  • New Zealand’s Xiaohongshu Partnership:

    • New Zealand’s tourism bureau partnered with Xiaohongshu to engage its 260 million monthly users, aiming to attract tourists and boost economic growth.

  • Podcast Collaborations:

    • Tourism bureaus from Spain, Singapore, New Zealand, and South Africa collaborated with Xiaoyuzhou podcasts to promote travel, including Dubai’s podcast series “Dubai Mysteries.”

2. China leads the way as social commerce soars globally: McKinsey

  • According to McKinsey & Company’s “State of the Consumer 2024: What’s New and What’s Next” report, China has been at the forefront of this trend for several years, with its market outpacing India’s. Emerging markets such as Brazil, Saudi Arabia, and the UAE are rapidly catching up, with consumers in these regions consistently spending more on social media purchases compared to their counterparts in Europe and the US.

  • McKinsey forecasts that the market will expand to $145 billion by 2027, up from $67 billion today. This growth is primarily driven by Gen Z and millennials, who are four times more likely to make social media purchases than older generations. Over one-third of Gen Z and millennial respondents reported purchasing on social media in the past three months, underscoring the demographic’s pivotal role in driving this trend.

Link:https://jingdaily.com/posts/china-leads-the-way-as-social-commerce-soars-globally-mckinsey

3. Xiao Hongshu Presents at VOGUE Business New York Beauty Summit

Xiaohongshu was invited to the “VOGUE Business New York Beauty Summit” in NYC. More than one hundred beauty brand founders, top managers and industry experts attended the venue to dissect the latest trends in the beauty and personal care industry and discuss the development trajectory of this industry.

  •  As consumer desires for self-care evolve further, the domestic beauty and hair care market is transitioning from basic functional aspirations to a more diverse and specialized era.

  • Within Xiaohongshu’s 300 million monthly active users, 50% are Generation Z (born in the ‘90s), 35% are Post-Millennials (born after 2000), and 50% reside in Tier 1 and 2 cities.

  •  “Beauty Enhancement”, an array of lifestyle activities aimed at beautification, has been pinpointed by Xiaohongshu as being driven by four core elements: “inner drive, personal charm, socializing, and influence”.

  • Brands can leverage influencer live broadcasts, store broadcasts, and product related posts, to accelerate the process from user interest to conversion, resulting in direct sales and conversions.

  • Employing KOS, the brands can forge a connection with potential fan base. Deliver specialized content and endorsements to users. Channel online high potential groups to offline stores to experience skin care, sample distribution, gift giving, etc., and complete the offline conversion process. This can also accelerate user purchase decisions.

Link: https://mp.weixin.qq.com/s/7cdCqkwPz_Sg5UbPF5sw-A

 

4. WeChat Officially Launches the ‘One-click AI Q&A’ Feature

  • Users of WeChat can now leverage the power of AI directly within the chat thanks to the new “One-click AI Q&A” feature integrated into the app’s input method.

  • Users can ask questions followed by an “=” sign within the chat, and the AI will provide an answer. This functionality is currently available on Windows and Mac versions of WeChat, with the mobile version set to launch soon.

  • In addition to the new AI feature, the WeChat input method boasts other helpful tools to enhance communication.

Link: https://pandaily.com/wechat-officially-launches-the-one-click-ai-qa-feature/

 

5. 15-year-old Bilibili and its three generations of young audiences

  • On 27 June, Bilibili, China’s equivalent of YouTube, celebrated its 15th anniversary. Chairman and CEO Chen Rui delivered a speech themed “Growing with You” during the anniversary livestream.

  • Bilibili’s user base is dominated by those born in the 1990s and 2000s, accounting for nearly 70% of the total. Currently, the platform boasts 102 million daily active users and 341 million monthly active users, with the average daily usage time being 105 minutes.

  • Users who joined in 2017 have more diversified entertainment preferences, including anime, national creativity, documentaries, and science and technology content. And those who joined in 2022 primarily consume various university courses.

  • Data from Bilibili also shows that over 70 million users research cars on the platform every month, with a 218% year-on-year increase in contributions.

  • Since its inception in 2009, Bilibili has evolved from an early Erciyuan cultural community into a multicultural platform encompassing over 7,000 interest circles.

Link: https://daoinsights.com/news/15-year-old-bilibili-and-its-three-generations-of-young-audiences/

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Identifying Opportunities: Delving into China’s Latest Updates

June 3, 2024

1.Beijing asks Tencent to lower WeChat’s mobile payment market share

  • Tencent Holdings has been asked by China’s regulators to lower the mobile payment market share of its WeChat app. The directive is aimed more at the market share for in-person payments made by scanning QR codes than for online shopping.

  • It is not clear whether Tencent was given any precise numerical target to meet, but one person familiar with the situation said, “WeChat is not targeting user expansion, and it is very cautious about the potential risks of growing too big.

  • China’s mobile payment market is dominated by two players, WeChat Pay and Alipay, even though there are around 185 non-bank payment institutions in the world’s largest cashless society.

  • WeChat is ahead of Alipay in terms of market share by a ratio of around 3:2. In terms of the number of transactions, WeChat has an even higher share, as there are more small-value transactions on the app.

  • WeChat has a smaller marketing team than Alipay and has been offering fewer payment discounts than it once did, but the all-in-one app remains extremely popular throughout the country. It has reached even older users in remote areas, who tend not to have Alipay accounts and who regularly use WeChat to chat and shop. WeChat has 1.36 billion monthly active users.

Link: https://asia.nikkei.com/Business/Technology/Beijing-asks-Tencent-to-lower-WeChat-s-mobile-payment-market-share

2. Scratch card effect? Young people find solace in instant lottery as cards sell out

  • Luxury fashion brands in China are going beyond just physical stores. They are creating a more well-rounded approach that considers both cultural integration and technological advancements in e-commerce.

  • This strategy combines partnerships with Chinese cultural institutions, like art museums, with a strong focus on e-commerce.

    • Luxury brands are partnering with Chinese art institutions: The article mentions Chanel’s collaboration with the Power Station of Art museum to cultivate a stronger association with art and culture in China.

    • E-commerce is a major focus: LVMH, a giant luxury fashion group, is partnering with Alibaba Cloud to leverage their cloud solutions and artificial intelligence for an enhanced e-commerce experience in China. This includes improving their omnichannel presence, data collection, and overall tech infrastructure.

Link: https://jingdaily.com/posts/from-museums-to-e-commerce-luxury-fashion-s-multi-pronged-approach-to-china

 

3. Dairy brand Yili unveils two new low carbon milk products, furthering sustainability commitment

  • Innovative Product Development: Yili introduced low-carbon milk products utilizing feed technology that cuts methane emissions by up to 30%.

  • Sustainable Packaging: They’ve adopted reduced aluminum foil and ink in packaging, significantly lowering the products’ carbon footprint.

  • Youth Engagement: Yili targets youth with environmentally friendly products to instill sustainable habits early.

  • Comprehensive Sustainability Goals: The ‘WISH 2030’ system outlines Yili’s decade-long commitment to sustainable development.

  • Global and Local Integration: Yili operates with a global reach yet ensures local adaptation in its sustainability practices.

Link:https://daoinsights.com/news/dairy-brand-yili-unveils-two-new-low-carbon-milk-products-furthering-sustainability-commitment/

4. Is ‘20 minute parks’ China’s version of forest bathing?

  • Chinese youth are seeking rejuvenation and spiritual healing in parks, with the hashtag “20-minute park effect” gaining over 131 million views on Xiaohongshu.

  • China aims to expand the number of urban green spaces, with Shanghai planning to open about 200 parks in the next year.

  • Many young Chinese report that spending time in parks improves their mood and overall well-being, reflecting a shift towards slower living amid intense work conditions.

  • Brands can leverage the popularity of parks to engage with consumers in a relaxed, spacious environment, which can positively influence perceptions of the brand.

  • Beyond hosting activities and pop-ups in parks, brands should center their messaging around Chinese consumers’ desire for quiet, wellness, and a reconnection to nature, as evidenced during the May Day holidays.

Link: https://jingdaily.com/posts/is-20-minute-parks-china-s-version-of-forest-bathing

 

5. Goodbye facekinis: Trendy sun protection takes over China

  • By 2026, the sun protection apparel market is expected to reach a value of approximately 100 billion RMB ($13.8 billion), fueled by rising skin health awareness and increased participation in outdoor sports.

  • There is a notable shift in consumer preferences towards sun protective clothing that is not only functional but also stylish, influenced by Chinese brands like Bosideng and online fashion trends.

  • Although Chinese brands are quicker at adapting to consumer trends, global brands like Nike and Uniqlo have opportunities to compete in the Chinese market by leveraging technological innovation and unique product designs.

  • Emphasizing the versatility and convenience of sun protective clothing compared to sunscreen (e.g., no need for reapplication, less skin irritation) can appeal to active consumers engaged in outdoor activities like hiking and camping.

Link: https://jingdaily.com/posts/china-sun-protection-wear-trends-2024

6. Xiaohongshu: the Citywalk trend is still vibrant

“Urban trip” related content got 240% growth on Xiaohongshu, around 3 million posts were related to Citywalk last year. This year, we have “溜溜生活”,  which means your life is like a citywalk.

  •  Xiaohognshu brought this topic from online to offline. They invited diverse category brands and created an instant pop-up bazaar with food and art in Guangzhou.

  • Over 2 billion exposure were generated during the event, and the clicks on this topic exceeded 300 million. Their offline bazaar got more than 50,000 visitors in 3 days.

  • Major brands are tapping into it and engaging with the younger generation to unlock growth opportunities.

  • It would be nice to seize the opportunity and make the brands involved in the trend in order to get more exposure and raise awareness.

Link: https://mp.weixin.qq.com/s/eNjtWLcMVDcCErqWZoanlw

 

7. Young Chinese Have Almost No Concerns About AI, Survey Finds

  • China’s younger generations appear to be embracing generative AI with few reservations, according to the report by the research institute.

  • According to the report, the top reason young Chinese cite for favoring generative AI is its ability to improve their work efficiency.

  • Young Chinese hold overwhelmingly positive attitudes toward the rise of generative artificial intelligence and are mostly concerned about how to profit from the new technology

  • People said that AI bots made good conversation partners because they didn’t make them feel awkward, responded quickly, and were willing to chat about anything.

Link: https://www.sixthtone.com/news/1015263

 

8. Balenciaga Spring 2025 Collection host on May 30, 2024, Shanghai created buzz

  • Balenciaga’s Spring 2025 show in Shanghai highlights the brand’s strategic focus on China, a crucial market known for its strong support of the brand.

  • The runway in the sudden rain created buzz in Chinese social media platforms.

  • The Shanghai show celebrated the brand’s couture offerings with 10 gowns crafted just for this event, generating significant social buzz.

  • Innovative collaborations with Alipay and a famed local restaurant nods to a robust localization strategy.

Link:https://jingdaily.com/posts/demna-s-vision-shines-at-balenciaga-s-shanghai-runway#701bdb9eeee3

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Uncovering Opportunities: Exploring Recent Developments in China

May 27, 2024

1.”Domestic pride”: growing preferences for domestically made products

  • Among the top 10 most popular movies in 2024 so far, only one is a foreign movie (Godzilla vs. Kong).
  • The topics related to “intangible cultural heritage” have been trending up on social media platforms, with many netizens discussing China’s traditional craftsmanship, art, and artisan designs.
  • The growing preferences for domestically made products are influencing the business environment and marketing strategies of merchants. Many historic and cultural institutions, such as the Forbidden City Palace and local museums, are introducing their own creative products.
  • Various international luxury giants like LVMH are integrating Chinese elements into their product designs to attract Chinese consumers, and “intangible cultural heritage” is just becoming the new localization strategy of these international brands.
  • Even if a business does not directly sell intangible cultural heritage products, they are leveraging its popularity for its own marketing strategies. For instance, Chinese retail chain MINISO ran a marketing campaign where consumers could experience writing the 江永女书 (Jiangyong Women’s Script) in their offline retail stores. The successful marketing campaign combined two elements that have become very popular in China’s consumer markets in recent years: “women empowerment” and “intangible cultural heritage.”

Link: https://www.baiguan.news/p/chinese-consumers-real-estate-market-job-trend

 

2. Is luxury missing out on China’s cycling boom?

  • China is historically known as the “kingdom of bicycles,” with young people carrying on the movement as streetwear infiltrates the space and brands amp up the elegance of their offerings to cater to this new more fashion-conscious demographic.
  • On Xiaohongshu, the hashtag “my cycling log” (#我的騎乘日誌) takes you to 1.17 billion photos, starring millions of outfit posts by Gen Z cycling fanatics.
  • While specialized brands thrive, luxury houses should look to the space for collaboration opportunities, whether through ambassador partnerships with established domestic cyclists or clothing capsules to cater to the major trend in China.
  • For brands looking to enter new markets like China, leveraging existing fanbases, as seen with Rapha’s recent entry, can instill confidence; however, ensuring long-term success requires strategic planning for maintaining engagement and relevance

Link: https://jingdaily.com/posts/chinese-streetwear-s-biggest-craze-cycling

3. What is the “twenty minutes in the park” theory? Brands are holding outdoor activities to connect with consumers

 

  • As more and more young people flock to parks, brands are following suit to find new marketing opportunities.
  • Young people who are overwhelmed by reality and can’t catch their breath find spiritual healing in the park.
  • From 22 March to 22 April, Xiaohongshu partnered with Nanjing’s Xuanwu Lake Park to launch the “Hanging out in the park matters a lot” (逛公园才是正经事) campaign, inviting Nanjing residents to spend time in the park.
  • In addition to sports and camping, mart brand plant b’s “Urban Forest Project” was held in mid-April this year at the Great Lawn of Hangzhou Botanical Garden’s Botanical Area, inviting more than 100 brands to participate.
  • In many cases, purchases are based on emotional judgement, especially when consumers are feeling relaxed, and a natural product placement is more likely to receive positive feedback.

Link: https://daoinsights.com/works/what-is-the-twenty-minutes-in-the-park-theory-brands-are-holding-outdoor-activities-to-connect-with-consumers/

4. Scratch card effect? Young people find solace in instant lottery as cards sell out

  • Scratch cards have seen a significant rise in popularity among young people in China, transforming from a pastime of older generations to a social activity embraced by the younger demographic. This surge is fueled by influencers on social media platforms like Weibo and creative uses of scratch cards in livestreams and DIY prize draws.
  • The appeal of scratch cards lies in their instant nature, providing immediate results and gratification. This aspect has made scratch cards a popular social activity, even being incorporated into venues like coffee shops. High-profile wins, such as a young person winning 1 million RMB, have further amplified interest and engagement on social media.
  • Despite the skyrocketing demand, the supply of scratch cards is limited due to strict regulation and a slow production turnaround. This has led to widespread shortages, with shop owners struggling to restock. The Ministry of Finance’s data shows a dramatic increase in sales, yet the supply chain is unable to keep pace, leading to empty shelves and a competitive restocking process.

Link: https://daoinsights.com/opinions/scratch-card-effect-young-people-find-solace-in-instant-lottery-as-cards-sell-out/ 

 

5. Weibo, Douyin, Xiaohongshu remove displays of wealth

  • Influencers Wang Hongquanxing, Baoyujiejie, and Baigongzi had their accounts banned across all platforms on May 21st.
  • These influencers were known for showcasing luxury items and boasting about their wealth to attract attention and drive sales through live-streaming e-commerce.
  • The bans are part of a government campaign to clean up online content that promotes materialism and unhealthy values.
  • Such displays of wealth can exacerbate social inequality and negatively influence youth.
  • The situation highlights the need for better content moderation and stricter platform policies to foster a healthier online environment.
  • From a luxury brand point of view, perceived value on the secondhand market can have direct repercussions on reputation and desirability in the eyes of consumers.

Link: https://jingdaily.com/posts/chinese-social-media-remove-displays-of-wealth 

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Xiaohongshu RED Marketing for Brands 2024

May 22, 2024

What began in 2013 as an online guide for Chinese shoppers traveling overseas has evolved into China’s answer to Instagram and Pinterest: “XiaoHongShu” (小红书) or “Little Red Book,” known simply as RED. This dynamic platform offers a one-stop destination for users to discover, share, review, and purchase lifestyle products and services, with content spanning health, beauty, fashion, travel, and entertainment. Primarily user-generated, RED’s content is perceived as authentic and trustworthy, featuring diverse formats such as photos, text, videos, and livestreams. 

Now RED is a thriving ecosystem where users seek inspiration, recommendations, and genuine connections. With over 260 million monthly active users, predominantly Gen Z females residing in China’s bustling cities, RED marketing presents a golden opportunity for brands to foster high engagement and meaningful customer dialogues building genuine trust with the audience. Let’s delve into how brands can effectively tap into this vibrant community and navigate the nuances of marketing on Xiaohongshu.

RED Key Data

Understanding RED’s Unique User Demographics and Platform Dynamics

RED’s user demographics consist primarily of educated, high-income individuals with a penchant for lifestyle, fashion, and beauty. The platform’s blend of social sharing and e-commerce creates a unique environment where users seek authentic recommendations and peer-driven content. Understanding the platform’s nuances is crucial for brands looking to navigate RED’s community-driven ecosystem successfully. Emphasizing authenticity, trustworthiness, and genuine connections is key to building rapport with RED users and driving meaningful engagement.

 

Navigating Account Setup and Marketing Strategies

Opening an account on RED is the first step towards establishing a presence on the platform. Brands can initiate marketing efforts by providing free samples to regular users or investing in paid collaborations with KOLs to generate buzz and awareness. While RED marketing can drive sales, it’s essential to understand that the platform’s primary focus is on fostering brand engagement and building a loyal community rather than high-volume transactions. Brands should adopt a strategic approach, balancing direct marketing initiatives with content-driven strategies to resonate with RED’s user base effectively.

5 reasons to Leverage RED as a Lifestyle Brand in China

RED marketing features

Exploring Top Account Content: Insights and Trends

The top accounts on RED often publish content that resonates with the platform’s user base, ranging from lifestyle tips and fashion trends to beauty recommendations and travel experiences. These accounts leverage visual storytelling, user-generated content, and influencer collaborations to captivate their audience and foster engagement. As a result, understanding the content preferences and consumption habits of RED users, brands can tailor their marketing strategies to align with the platform’s ethos and drive impactful results.

Post organic content by leveraging global material and localizing it for the Chinese audience. Stay attuned to China’s hot topics and trends, creating relevant hashtags to enhance visibility. Use specific hashtags for keyword searches and optimal placement within the platform’s algorithm. This approach ensures your content resonates with local users while maximizing reach and engagement on RED.

We suggest promoting your best-performing content with ads to further enhance reach and achieve optimal results. However, RED offers a limited range of targeting categories for ads. The platform supports four types of ad formats: pop-up ads, banner ads, keyword ads, and in-feed ads.

Learn more about advertising on RED in our previous post

 

RED Marketing: Top Strategies

Engaging with RED Users: Leveraging Influencer Marketing and Live-streaming

Firstly, influencer marketing and live-streaming are two powerful tools for brands to connect with RED users authentically. Key Opinion Leaders (KOLs) and Key Opinion Customers (KOCs) wield significant influence on the platform, capable of initiating trends, expanding brand visibility, and driving conversions. Collaborating with these influential figures allows brands to leverage their credibility and tap into their loyal follower base. Live-streaming adds another dimension to engagement, providing users with an interactive platform to interact, ask questions, and make purchases in real-time during influencer-led sessions.

Secondly, implementing an influencer seeding process involves gifting products to influencers in exchange for posts. It’s a crucial and cost-effective RED marketing strategy. By gifting high-quality influencers with new products, brands can build strong relationships and gauge an influencer’s impact before entering official collaborations. This method increases consumer touchpoints, especially when influencers share your brand multiple times. Additionally, influencer seeding serves as a market survey, helping to identify the season’s hero product based on influencer popularity. This approach is effective regardless of an influencer’s size.

In this post, we explain how to establish your presence on RED

 

RED as a travel planning platform

RED is a catalyst for new behaviors, extending its influence beyond commerce and travel to shape user patterns. While online travel agencies remain essential for planning and booking trips, RED stands out in the pre-planning phase, with nearly 40% of travelers seeking outbound experiences using the platform. Travel content holds a prominent position on RED, showing remarkable growth alongside health and beauty content. Additionally, RED excels at driving conversions for lesser-known travel offerings, showcasing its adaptability and agility in influencing consumer behavior. 

Data Travalers China 2023

Conclusion: Maximizing Opportunities on Xiaohongshu (RED)

In conclusion, Xiaohongshu offers a wealth of opportunities for brands to connect with a highly engaged and affluent user base. By leveraging influencer marketing, live-streaming, and content-driven strategies, brands can establish a meaningful presence on the platform and drive brand awareness, engagement, and loyalty. Understanding RED’s unique environment is essential for brands looking to navigate the nuances of marketing on Xiaohongshu effectively. As brands continue to explore the potential of RED, fostering authentic connections and delivering value-driven content will remain paramount in driving success in this dynamic digital landscape.

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Analysing Possibilities: Assessing China’s Latest Progress

May 6, 2024

1.What’s the secret sauce behind Miu Miu’s APAC success?

  • Regaining its position as “the hottest brand in the world” from Lyst, Miu Miu keeps up its winning streak and expects to reach its peak of popularity in the second quarter of 2024.
  • The first quarter of 2024 saw an 89 percent year-over-year increase in the brand’s revenue, which greatly boosted Prada Group’s total revenue.
  • Miu Miu’s success is fueled by its rapid expansion in China, Japan, and South Korea; in the Asia-Pacific area, sales have increased by 24% annually.
  • When localising their marketing in Asia, brands should think about forming genuine alliances with Asian influencers and organising events with a focus on the regional market.
  • Brands looking to connect with Chinese consumers can consider adopting a similar strategy, as the brand’s wide range of products, which includes fashionable items like viral crystal panties, has contributed to its continuous success.

LINK: https://jingdaily.com/posts/what-s-the-secret-sauce-behind-miu-miu-s-apac-success

2.On May Day, Gen Zers in China “reverse travel.”

  • Travel during the Labour Day holiday in China: Over the course of five days, an estimated 270 million trips are anticipated, exceeding pre-pandemic levels of travel.
  • Reverse Travel Trend: In an effort to escape the crowds, young Chinese tourists are choosing “reverse travel,” looking for off-the-beaten-path and niche destinations for more tranquil and distinctive travel experiences.
  • Increase in Tour and Hotel Bookings: Compared to 2019, domestic travel and hotel reservations have doubled. The most popular locations are large cities and well-known counties like Pingtan in Fujian, Shangri-La in Yunnan, and Dunhuang in Gansu.
  • Reverse travel places a strong emphasis on slow travel and reestablishing a connection with nature. Tourists visit locations like Gansu, Yunnan, and Dunhuang to experience cultural tourism.
  • Opportunities for Brands: Hospitality and retail brands can benefit from offering personalized, diverse travel experiences outside major cities to cater to Chinese millennials and Gen Z consumers seeking mindful and local connections.

LINK: https://jingdaily.com/posts/how-to-lure-high-spending-chinese-travelers-in-2024 

3.Gross vs. glam: China’s office wear trends reflect work attitudes

  • Characterised by tight pencil skirts and fitted blazers, the “office siren” trend represents a romanticised vision of corporate life, embodying the image of a powerful, stylish woman navigating the professional world.
  • There’s also a growing trend of embracing “gross outfits” among Chinese workers, serving as a rebellion against traditional work expectations.
  • Although microtrends change frequently, they hold significant implications for the fashion industry, influencing product offerings and brand strategies, as evidenced by the rise of Barbiecore and Maillard style.
  • Brands need to revise the way they engage and communicate, adopting a more granular, personalised approach to remain relevant with younger demographics.

LINK: https://jingdaily.com/posts/office-siren-gross-outfits-work-china-gen-z

4.Xiaohongshu “Luxury Industry 520 & Mother’s Day” Marketing Strategy

More and more users are hunting for gifts on Xiaohongshu for ‘520 & Mother’s Day’. Young, ritual-loving consumers are the main players in the gift economy there. How should brands nail the timing? 

  • Luxury industry traffic is up, and it’s making a big impact on festivals. It’s estimated that luxury search volume during this year’s 520 will jump by 58%.
  • Jewellery, clothes, bags, watches are the top categories hotly discussed during 520 on the luxury track. 
  • For Mother’s Day, necklaces are the hottest item. Chains and knotted bracelets grow the fastest. 
  • People love products with good vibes, like lucky jade or beads. 
  • Brands need to start planning 3 weeks in advance and revamp strategy specifics for the jewellery, watch, and bag industries.

LINK: https://mp.weixin.qq.com/s/IQnryCROVhTEIBmB5ETj7A

5.Chinese people consume on average 16 cups of coffee a year, as revealed by the Shanghai International Coffee Culture Festival

  • China’s coffee industry amassed a staggering 265.4 billion RMB (approx. 36.66 billion USD) in scale last year, with an average per capita annual consumption of 16.74 cups. In 2023, the number of coffee establishments in Shanghai reached 9,553, surpassing the national count. 
  • Coffee Carnival is running in Shanghai between 30 April to 4 May. The Carnival introduces premier international coffee brands like Starbucks, Lavazza, COSTA, %Arabica, Luckin, and McCafé, alongside over 50 esteemed local coffee shops.
  • Takeaway, payment, and social media platforms initiated the “Drinking in the City” campaign in Shanghai, poised to invest nearly 100 million RMB (approx. 13.8 million USD) into the consumer market. 
  • The explosion of local brands driving innovation in China’s coffee market, prompting global coffee brands to shape a distinct “Oriental taste.”

LINK: https://daoinsights.com/news/chinese-people-consume-on-average-16-cups-of-coffee-a-year-as-revealed-by-the-shanghai-international-coffee-culture-festival/

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Examining Potentialities: Evaluating China’s Most Recent Advances

April 24, 2024

  1. JD introduces avatar of founder Richard Liu to promote goods in move to lure shoppers

  • The creator of the Chinese e-commerce business JD, Richard Liu, used an avatar that resembled him to debut his live streaming show on Tuesday. 
  • In less than an hour, the billionaire’s virtual twin propelled overall sales volumes to surpass RMB 50 million ($6.9 million), according to the company.
  • With significant investments in new markets, JD is finally attempting to take advantage of China’s online retail trend of fusing content forms with shopping. 
  • Liu’s rare public appearance, albeit through an extremely life-like avatar, demonstrates the urgency of change for the company as it plays catch-up to rivals that have cultivated high-popularity influencers over many years.

Link: https://technode.com/2024/04/18/jd-introduces-avatar-of-founder-richard-liu-to-promote-goods-in-move-to-lure-shoppers/

  1. Luxury brands take a bite of China’s bakery boom

American fashion house Michael Kors collaborated with edgy pastry connoisseurs Basdban to create a denim-clad patisserie filled with treats like croissants, eclairs, and coffee branded with the Michael Kors brand to celebrate the launch of its MK denim bag collection in Shanghai.

  • Michael Kors isn’t the first brand to tap into China’s sweet tooth with its foodie-focused pop-up. Across the mainland, the communal, relaxed appeal of the country’s bakeries has whet luxury’s appetite.
  • In January, Valentino Beauty teamed up with South Korean chain Butterful & Creamorous to take over the bakery’s Shanghai flagship store. 
  • Max Mara also capitalized on Butterful & Creamorous’ cultural success with its own installation last September. The campaign’s hashtag amassed over 44,000 views on Xiaohongshu.
  • For consumers, the appeal of the pop-ups expands beyond just tasty treats. The collabs are also satiating Gen Z’s appetite of embellishing their social media accounts with visually appetizing trends.
  • These collaborations arrive at a time when luxury is inching ever-closer towards the hospitality industry, as experiential marketing and lifestyle choices such as “xiaozi” (petite bourgeoisie) gain traction with consumers.

Link: https://jingdaily.com/posts/luxury-brands-take-a-bite-of-china-s-bakery-boom

  1. Third time’s the charm? Douyin relaunches seeding app Kesong

  • The new version of Kesong is created and operated by the team behind the likes of CapCut (剪映), ByteDance’s short-form video editing app. 
  • The new design of the app resembles a combination of Xiaohongshu’s layout and Instagram’s colour scheme. 
  • Kesong can provide a more lifestyle-centric community for the platform outside Douyin, but with access to Douyin’s pool of users and content. 

Link: https://daoinsights.com/news/third-times-the-charm-douyin-relaunches-seeding-app-kesong/

  1. How luxury brands can get into pole position with F1

  • All eyes are on motorsport Formula 1: average viewership doubled from 554,000 in 2018 to 1.11 million in 2023. It is a cross-cultural phenomenon, being increasingly leveraged by luxury brands.
  • After F1 confirmed a series of streaming partnerships with Chinese firms Tencent, Guangdong TV, and Shanghai TV in 2018, China was named as a “key market for Formula 1” by Ian Holmes, the company’s director of media rights.
  • From streetwear like Palace, to luxury watchmakers such as IWC and H.Moser & Cie, F1 is becoming a frequently-tapped franchise for its high cultural capital.
  • After a five-year hiatus, the Chinese Grand Prix returns on April 18 2024, so it is a good moment for luxury brands to utilize the mainland’s adoration for the sporting event — Lululemon, for example, has named the only Chinese F1 driver, Zhou Guanyu, as brand ambassador.
  • Brands want in on the extensive exposure that F1 offers, yet producing authentically cool collaborative collections requires a sophisticated understanding of cultural nuances and the fans who are watching.

Link: https://jingdaily.com/posts/how-luxury-brands-can-shift-into-high-gear-with-f1

 

  1. How Ami’s Suzhou runway and celebrity front row won Chinese fans

  • In an electrifying encore presentation, cult French fashion label Ami Paris took to Suzhou, China, on April 10 to showcase its Fall/Winter 24 collections (women’s, men’s, and accessories) amid the historical backdrop of the ancient Xiangmen Wall.
  • The hashtag “Ami’s Suzhou show” quickly climbed up Weibo’s Hot Search List, with 46.1 million views so far.
  • The brand’s Weibo livestream also reached over 3.55 million views, thanks to an impressive lineup of influential Chinese celebrities. Attendees from film and music included Bonnie Chen, Kara Wai, Daddi Tang, Jerry Yan, Peng Wan, Cheng’en Yu, Tony Yu, Cecilia Boey, Mika, Henry Lau, and Qin Li.
  • At the same time, the choice of location garnered approval of netizens and guests alike. Suzhou, often dubbed “China’s Venice” for its extensive canal system and UNESCO-recognized classical gardens, seamlessly blends heritage and modernity, providing a fitting frame for Ami’s design philosophy.
  • Teaser videos from the brand even zoned in on Suzhou’s historical setting and traditional culture, tapping neatly into China’s guochao, or national pride, trend — a move that so many brands have been attempting.

Link: https://jingdaily.com/posts/ami-suzhou-runway-celebrity-front-row-won-chinese-fans

  1. Xiaohongshu 2024 Spring Trend Report

Since the beginning of spring, more than 400 billion have been read on spring-related topics. Posts on spring-related content increased by 118% year on year. The users are more interested in fashion, culinary, photographic skill and destination strategy.

  • Discover spring in a unique manner: people may not always seek out popular destinations.
  • Experience spring in the park: people seek joy in local parks instead of distant travel.
  • Unlock outdoor activities: canoeing, hiking, fishing, biking are current trends.
  • Embrace spring with close ones: picnic with friends, park visit with mother suffering from Alzheimer’s disease were the hot topics.

Link: https://mp.weixin.qq.com/s/P7nWnmEXma5mpVExNommnw

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Unlocking Baijiahao: Baidu’s Content Creation Sub-Platform

April 16, 2024

In the bustling landscape of China’s digital ecosystem, content creation platforms reign supreme, offering an avenue for publishers to engage audiences and businesses to bolster their marketing strategies. Among these platforms stands Baidu Baijiahao (百家号 in Chinese), a strong contender that has garnered attention since its inception in 2016. But what exactly is this content creation sub-platform, and how does it fit within the Baidu ecosystem?

 

Understanding Baidu Baijiahao

Baidu Baijiahao emerged onto the scene as a blog-style platform where approximately 1.9 million publishers converge to disseminate news, share content, and nurture a media ecosystem. It represents Baidu’s response to the evolving digital landscape, rivaling platforms like Toutiao and WeChat by equipping creators to wield greater control over their online presence. From bloggers to journalists, Baijiahao serves as a strong match for diverse content creators seeking to captivate audiences through interactive features such as polls and live video chat rooms.

One notable feature of Baidu Baijiahao is its integration with Baidu’s search engine, which means that content published on the platform can potentially reach a large audience through Baidu’s search results. This integration provides an incentive for content creators to use the platform to increase their visibility and reach in China’s online ecosystem.

Find out more about SEO for foreign brands and how to optimize Search Engine Results Pages

Baijiahao: Account Registration

Gaining traction on Baidu Baijiahao begins with registering an official account. It’s a prerequisite for amplifying brand visibility and ranking on Baidu’s search results. Whether as a media outlet, business entity, government agency, or other organization, securing a verified account paves the way for enhanced engagement and outreach within the digital sphere.

 

Integration Within the Baidu Ecosystem

At the heart of Baidu Baijiahao lies its integration within the broader Baidu ecosystem. It encompasses a myriad of interconnected platforms, including Baidu Wenku, Baidu Cloud, Baike, and Post. This seamless integration facilitates the flow of traffic, with over 95% of referrals emanating from Baidu’s search results. 

The Baidu search traffic and Baijiahao’s content position in Baidu is perhaps its most important and tempting feature for brands seeking to improve their visibility on the Chinese market. In order to maximize your exposure on Baidu SERP (Search Engine Results Page), start with keywords research. Choose the right ones and incorporate the theme you want to express with relevant keywords. Pay attention to the quality and readability of the article, as well as the density and distribution of keywords. In order to obtain a better ranking, keywords can be incorporated into various aspects such as titles, text, and pictures.

After publishing articles, it is also necessary to actively promote them. You can share articles to more people through social media, WeChat Public, QQ group and other methods. With time, your articles will also start to climb the SERP pages given that you did your SEO homework correctly!

Baijiahao Baidu

Baijiahao or official WeChat Account?

The two platforms, Baidu and WeChat, serve different purposes. Your target audience will most likely find out or search for your brand differently. It also depends if your business is registered in China or not. If not, then you might not be able to apply for a Baijiahao account. If you do, we still recommend to focus and strengthen your presence on WeChat first. Most likely your customers will treat it as your most important information hub. This is important if you don’t have a Chinese website and ICP license to make it operate legally in China. 

Secondly, you can easily repurpose content from WeChat to Baijiahao and this way kill two birds with one stone.

Read more about WeChat SEO to learn how to leverage WeChat Search engine

Maximizing Marketing Potential

For businesses navigating the intricate landscape of Chinese marketing, leveraging Baidu Baijiahao offers a strategic avenue for reaching target audiences and bolstering brand presence. By adhering to best practices such as prioritising high-quality content, leveraging keywords, and partnering with influencers, companies can harness the platform’s analytics tools to refine their marketing strategies and foster meaningful engagement with consumers.

Baijiahao Baidu

Operational Mechanisms and Benefits

Operating within the realm of Baidu Baijiahao reveals a plethora of benefits for content creators and businesses alike. Beyond its expansive reach, Baijiahao offers a suite of resources. Those encompass content and follower management, paid consulting services, and access to a free picture database. Moreover, the platform fosters entrepreneurship through acceleration services tailored to guide creators towards industry success.

 

Unlocking Key Features

Baidu Baijiahao’s repertoire extends beyond conventional content creation, offering innovative features designed to augment brand visibility and audience engagement. From content mounting functions to keyword optimisation and the “Follow” button, businesses can leverage these tools to cultivate a loyal follower base and expand their private domain traffic pool with precision and efficacy.

Baijiahao stands as a formidable asset allowing content creators and businesses to thrive in an ever-evolving ecosystem. It also confirms the self-contained nature of China’s digital landscape, where major entities seldom collaborate beyond their ecosystem confines.

By leveraging its operational mechanisms, harnessing its marketing potential, and unlocking its array of features, stakeholders can chart a course towards success in the dynamic realm of Chinese digital.

If you wish to know more about marketing in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

Brice Le GuenWritten by Brice Le Guen – Greater China Director at KRDS / the WeChat Agency

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Exploring Possibilities: Assessing China’s Latest Updates

April 8, 2024

1.Tmall Luxury Pavilion playbook: How brands find success in 2024

  • Despite market uncertainties, Tmall luxury consumers expressed a desire to increase their investment in luxury goods in the first half of 2024.
  • The majority of consumers on Tmall Luxury Pavilion comprise women born after 1995, who are willing to invest in luxury while strategically leveraging discounts and promotions.
  • With VICs demonstrating greater resilience in luxury spending, brands should focus on converting interested customers into loyal fans by providing personalized experiences across both online and offline channels.
  • Digitalization is not only about driving online sales, but also about promoting brand culture. This can be achieved by utilizing 3D and AR try-on features and creating immersive digital stores within the Tmall app.
  • While Tmall continues to be an important e-commerce platform for luxury brands, Douyin is starting to pose competition to the traditional marketplace. However, shopper preferences differ between the two.

LINK: https://jingdaily.com/posts/tmall-luxury-pavilion-janet-wang 

 

2. Douyin launches dedicated shopping platform

  • Douyin, has launched a new app focussed just on shopping. Douyin Mall will enable Douyin’s e-commerce team to establish its own distinct brand identity, effectively showcase its e-commerce functionalities and strengths, and expand into international consumer markets.
  • Following in the footsteps of Chinese e-commerce giants Alibaba, JD, and Pinduoduo, Douyin set “price advantage” as one of its strategic priorities for 2024, which will include funneling more traffic exposure towards low-priced products. 
  • Douyin users can access short video content from within the Mall app just as they can on the main app, but the video shooting and editing feature is absent. 

LINK: https://daoinsights.com/news/douyin-launches-dedicated-shopping-platform/

 

4.Top 3 findings from this year’s China Internet Audio and Video Convention

  • Shorts and livestreams continue to fuel consumption, including domestic tourism. A whopping 71.2% of users say they have purchased products after watching short videos or livestreams, and 40% agreed with the statement “short videos and livestreams have become my main consumption channel”.
  • The volume of microdramas online has doubled. 39.9% of internet users said they frequently watch microdramas and 31.9% said they have paid to watch microdrama content.
  • The fastest-growing viewership segment is rural. In 2023, the number of rural viewers accessing audio-visual content hit 320 million, representing around 67% of the total rural population and 6.8% growth on the previous year.

LINK: https://daoinsights.com/news/top-3-findings-from-this-years-china-internet-audio-and-video-convention/

 

5. How brands can tap the booming Chinese ‘old money style’

  • The “new Chinese style” fashion craze has exploded on Chinese social media over the past two years, with young generations mixing traditional culture and contemporary styling. 
  • The growing popularity of “Chinese old money style” not only offers a chance to preserve traditional Chinese crafts, but is also an opportunity for savvy fashion and lifestyle brands to elevate their designs for high-end consumers.
  • Like its “old money” counterpart in the West, the Chinese style symbolizes an appreciation of historical pedigree and refined taste (often referred to as “noble temperament” in China). While retaining some traditional design elements, the luxury of the style is mainly manifested in the use of traditional craftsmanship and textiles.
  • The Chinese government’s protection and promotion of the country’s intangible cultural heritage have helped raise awareness of traditional craftsmanship.

LINK: https://jingdaily.com/posts/how-brands-can-tap-the-booming-chinese-old-money-style

 

6. Vuitton develops bespoke trunks for Olympic medals and torches

  • Louis Vuitton has developed a series of bespoke trunks in which to carry and protect the medals and torches of this summer’s upcoming Paris 2024 Olympics and Paralympics.
  • The trunks will be associated with key Paris 2024 moments of celebration, such as the Olympic and Paralympic Torches Relays. The Torches Trunks and the Medals Trunks will be notably presented at the Champions Park.
  • The medals have been designed by Chaumet, the noted Paris jeweler that is another prestige mark within LVMH, the luxury conglomerate whose largest brand is Vuitton.
  • Besides Chaumet, LVMH-owned Berluti will attire the two entire French Olympic team at the opening ceremonies on July 26 and August 28.
  • Vuitton has enjoyed a long link with top-level international sporting competitions, creating the trunks for such prestige competitions as the America’s Cup, the Australian Open, Ballon d’Or, Davis Cup, FIFA World Cup, Grand Prix de Monaco, NBA Championship, Roland Garros, and the Rugby World Cup.

 

LINK: https://ww.fashionnetwork.com/news/Vuitton-develops-bespoke-trunks-for-olympic-medals-and-torches,1619016.html

 

7.Douyin Entertainment Music White Paper

Douyin released the White Paper on Entertainment Music, focusing on six sectors. It combined industry insights, model exploration and publicity strategies.

  • Film and TV dramas: Douyin has emerged as a critical platform for film and TV drama promotion. Quality films and TV dramas gain wider attention from Douyin
  • Innovative Reality shows: New variety shows will spotlight life, music, emotion, language, and E-sports to produce entertaining content.
  • Quality mini dramas: Douyin wants to make the content cover a wide range with deep insight, so these real-life stories could engage a diverse audience and resonate profoundly.
  • Celebrities: The scaled celebrity community engages with their active fans in a rational and friendly manner.
  • Various performance types: it merge live performances with interactive experiences online.
  • Music: Good music shines in Douyin and musicians also fulfill dreams there.

LINK: https://mp.weixin.qq.com/s/l9Mf-bdaw1brqmHYSjL44w

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Exploring Possibilities: Assessing China’s Latest Developments

April 8, 2024

1.What to expect from the upcoming Shanghai Fashion Week

  • In addition to featuring a wide range of fascinating performances, exhibitions, and forums, Shanghai Fashion Week also highlights Shanghai’s emerging fashion sector.
  • The Labelhood incubator has been expanding its global reach and expanding recently. As part of this year’s Chinese New Year activation, the organisation partnered with Harrods in London.
  • The prestigious French fashion brand Courrèges and luxury online retailer Mytheresa are teaming up to curate a one-of-a-kind exhibition called “The Legacy & Future of Courrèges: Reimagining Historical Codes.”
  • Sustainable fashion practices have received attention during Shanghai Fashion Week in recent years thanks to expert forums and exhibitions. 
  • With the help of Douyin, SHFW hopes to expand its audience this year by collaborating on digital projects like live broadcasts and digital fashion shows.

Nonetheless, drawing in foreign visitors continues to be a struggle. To ensure the country’s young designers and fashion events reach a worldwide audience, the city must consider encouraging a more tourist-friendly infrastructure and payment system.

Link: https://jingdaily.com/posts/what-to-expect-for-the-upcoming-shanghai-fashion-week

 

 

2.Why do young Chinese delight in collecting gold beans?

  • The younger generation in China has been displaying an increasing desire for this valuable yellow metal.
  • Particularly endorse “gold beans”. The pill-shaped bling costs between 400 and 600 RMB ($62.85 and $94.28) per unit and weighs only about one gramme. 
  • Online retailers are reporting monthly sales of over 10,000 units, demonstrating how quickly this kind of customer interest developed into a profitable industry.
  • The hashtag #GoldBeans has garnered more than 1.36 million views on China’s biggest lifestyle-sharing platform Xiaohongshu. Additionally, the platform has received over 20,000 notes on a variety of subjects. The most popular searches are for advice on how to transform their collected beans into decorative accessories and collection strategy.
  • Chow Tai Fook, the industry leader in China, to adapt its traditional offerings to tap into the golden wave. Efforts made by the brand so far include crossovers with youthful brands such as Coca-Cola and Disney.

Link: https://daoinsights.com/news/why-do-young-chinese-delight-in-collecting-gold-beans/

 

 

3.Dune’s ‘desert core’ look hits China

  • Since the release of the American science fiction films Dune: Part I in 2021 and Dune: Part II earlier this month, desert core has become more and more popular as a fashion trend.
  • Ideas for clothing have gained popularity all over the world. Examples include the full body suit from the movie Dune, which is worn in the open desert to retain body moisture, or the clothes worn by desert nomad tribes, which have a futuristic yet desolate look.
  • This aesthetic has transcended the confines of the screen, permeating into the real world as a newfound concept eagerly embraced by the fashion, cosmetics, and home furnishing industries.
  • Floating and body-contouring hooded dresses, crafted from silky or cotton fabrics and ranging in tones from brown to beige and military green, have emerged as favored styles among Chinese youth embracing the desert-core trend. These outfits are being shown off in deserts and on mountains, with young girls posting Dune-inspired pictures online.

Link: https://jingdaily.com/posts/dune-s-desert-core-look-hits-china 

 

 

4.Tmall creates a 3D personality test out of Shanghai’s streets

  • This month, to create “the world’s first real-life MBTI personality test,” the e-commerce site Tmall deftly blended City Walk with another widely recognised trend on the internet: MBTI personality types.
  • Between March 6th to 8th participants could create their own City Walk route by exploring personality-themed checkpoints along Shanghai’s trendy Anfu Road. Each checkpoint corresponds to a different dimension of the MBTI personality test and has several newly launched products from global brands to discover there. Online treats are also available for customers to enjoy. By searching “personality experience centre” on the Taobao app, shoppers can find exclusive discounted goodies tailored to each personality type.
  • A total of 38 brands, including the Chinese perfumery Cosmic Speculation and the American beverage container brand Stanley, launched new products as part of the CityWalk + MBTI event. This was in tandem with Tmall Little Black Box, the e-commerce site’s dedicated channel for product debuts, housed within the Taobao shopping app.

Link: https://daoinsights.com/news/tmall-turns-shanghai-streets-into-3d-personality-test/

 

 

5.The Trends of China’s Consumer Goods Market in 2024

The general consumer goods market in China will carry on the post-pandemic trend of growth and recovery. While new consumer categories like digital, green, and healthy consumption are emerging, the growth of traditional consumer markets is stabilising.

  • The term “dopamine economy” describes consumer goods or behaviours that have the potential to elevate consumers’ emotions. Customers typically want immediate satisfaction over the delayed satisfaction that comes from long-term planning.
  • More shrewd spending management: Customers are employing more shrewd tactics to get the best deals on goods and services in addition to saving money.
  • GenAI: Consumers are immersed in the convenience and creativity brought by digital technology, enjoying the surprising experience brought by GenAI. 
  • Consumer doubts about “environmental protection”: They will no longer pay for empty and false promises, purchase so-called “environmentally friendly” products
  • Social differentiation affects consumption: Once there is a dispute over the brand’s values, some consumers may choose to boycott the purchase of the brand’s products.
  • Health and wellness concepts: It advocates maintaining health through practical and intelligent methods

Link: https://mp.weixin.qq.com/s/Ig8eVv45N6TU3nIrHmTZvA

 

6.Baidu CEO touts ERNIE chatbot’s classical Chinese language ability, says related tasks would “confuse” GPT

  • The Tang dynasty poetry metre was used by Baidu co-founder Robin Li to illustrate ERNIE 4.0’s alleged superiority over OpenAI’s GPT-4 on Chinese language tasks. 
  • The CEO of Baidu stated in an interview that was aired on Chinese state television last week that the company’s most recent artificial intelligence chatbot demonstrated greater skill when given the assignment of writing poetry in the style of the intricate Qinyuanchun Tang dynasty scheme.
  • “If I asked GPT to compose a poem following the Qinyuanchun scheme, the tool would become totally confused,” Li said, “because it lacks the understanding of whether the first sentence should consist of four words or five.”

Link: https://technode.com/2024/03/12/baidu-ceo-touts-ernie-chatbots-classical-chinese-language-ability-says-related-tasks-would-confuse-gpt/

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Innovative Content Formats for Industrial Brand Storytelling

March 5, 2024

In today’s digital era, capturing audience attention amidst China’s competitive landscape is crucial for brands. To stand out effectively, they must harness innovative storytelling and content formats that engage Chinese audiences in compelling ways. This also applies to business-to-business brands which until now were known for a rather conservative approach to digital marketing. 

However, in the super-saturated world where attention span is getting shorter, developing high-quality, informative content that addresses the specific needs and interests of the B2B audience is crucial. One of the top goals for B2B companies is to position themselves as an industry authority by sharing valuable insights, expertise, and thought leadership content. Many brands already have an existing library of assets that can be repurposed for the Chinese market. In other circumstances, they can create new localized content. This could involve contributing guest articles to industry publications, participating in webinars or podcasts, and engaging in meaningful conversations on social media. 

 

Brand Storytelling in Manufacturing: Building Connections

One of the most important aspects of the B2B strategies is brand storytelling. Among often niche and complicated industries humanizing the brands is what can truly make an impact. The benefits of brand storytelling is that it differentiates brands and fosters meaningful connections with audiences, enhancing brand awareness and trust. Understanding audience motivations and crafting authentic narratives are key to creating compelling brand stories that resonate with audiences. In the B2B realm where the topics are often complex, structured and smart communication is very important. 

 

Find Formats that Work Best

Producing content that is informative, visually attractive and engaging is the key to grabbing and maintaining your audience’s attention. Visual representations make complex data more accessible to a broader audience and help readers understand the story better. In this case more advanced WeChat articles or infographics can be a good choice to inform about new product launches or to showcase existing products in interesting ways. 

On the other hand, more bite-sized content can include carousels, image messages for WeChat or short videos. The latter surely deserves special attention in the Chinese market with outlets such as WeChat Channels which are interconnected with WeChat. 

Why not engage the readers even more with interactive quizzes or small contests? 

 

Content that Converts

B2B buyers are often looking for information to help them make informed decisions. Educate your audience through educational content, product demonstrations, and tutorials that showcase the value of your offerings. Social media content can also serve to clarify main pain points and handle clients’ objections. 

Behind the scenes from your headquarters or factories can be a great way to reassure potential customers that your product is of top quality. Of course, there are many factors that a B2B audience needs to consider before making a purchase but social media content can be one the final touch in their decision making process. Not to mention, more and more often social media such as WeChat, RED or Zhihu serve as discovery platforms even for relatively niche and specialized industries. 

Read more: 10 Ways for a B2B Brand to Generate Leads on WeChat

Leverage Offline Events for Online

Offline events are one of the major marketing channels for B2B brands in China. Since China’s reopening last year, we can observe a significant recovery of offline exhibitions and activities. CIIE, China International Import Expo, being the major one takes place annually in Shanghai. During offline events thanks to the QR code exposition, brands can gain hundreds of new followers.

Most brands however miss on the opportunity to leverage offline events for their social media channels. Companies can produce a significant amount of content that they can then reuse in different formats for their social platforms. Brands like Groz-Beckert chronicle their presence at major industry trade shows and share short but engaging interviews with their brand representatives or clients visiting their booth. More and more often, B2B decide to live-stream their conferences and key events. 

 

Live streaming B2B China Groz Beckert

Read more: Ignite Your B2B Brand in China with the Power of Live-streaming

New Frontiers for B2B brands

Most B2B brands are already quite familiar with the WeChat ecosystem and some are ready to explore new platforms. One of top choices for brands will be Zhihu. 

Zhihu, often dubbed the “Quora of China” is a leading Chinese question-and-answer platform founded in 2010. Zhihu serves as a knowledge-sharing community where users can pose questions, provide answers, and engage in discussions on a wide range of topics. Brands typically open their own official accounts to spread brand awareness and industry knowledge. They can either publish their own articles or respond to questions already asked by the public.

 

Read more: Establishing Industry Expertise: Unleashing the Power of Zhihu’s Q&A and Brand Sector

Another interesting platform for brands to explore is RED (Xiaohongshu). B2B brands more and more often venture into platforms to increase their brand awareness and generate leads in unexpected places. 

If you wish to know more about marketing in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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