Navigating the Digital Landscape: Engaging China’s Tech-Savvy Seniors

December 7, 2023

In the dynamic realm of digital marketing, it’s crucial to adapt strategies to meet the evolving needs of diverse audiences. One segment that’s gaining increasing prominence is China’s Silver Generation, who are not only embracing technology but also redefining their digital experiences. Let’s explore effective digital marketing strategies tailored to engage China’s tech-savvy seniors.

 

Digital Habits and Preferences of Chinese Seniors

Firstly, understanding the digital habits and preferences of older Chinese consumers is fundamental to crafting effective marketing strategies. Seniors in China are actively bridging the digital divide, with an increasing number embracing online activities. Recognizing this shift, marketers can tap into this tech-savvy demographic by tailoring content that resonates with their interests and values.

👵🏻 We covered Chinese Silver Generation demographics in our previous article

 

Leveraging Social Media Platforms for Seniors

Secondly, social media is a powerful tool to connect with audiences of all ages, and seniors in China are no exception. Platforms such as WeChat and Weibo have become integral parts of their digital lives. Moreover, there is a high importance placed on creating content that is not only visually appealing but also aligns with the cultural preferences of older demographics. In this context, incorporating relatable content, such as stories that reflect their experiences and values, can foster a deeper connection.

Additionally, the significance of utilizing social media platforms extends to education and information-sharing. As seniors increasingly turn to digital channels for news and knowledge, marketers can position their brands as reliable sources by providing informative and engaging content.

 

User-Friendly Interfaces and Websites

One key aspect often overlooked is the importance of user-friendly interfaces and websites tailored for older users. The need for simplicity and clarity in design is vital. Complex navigation and cluttered interfaces may deter older users, limiting their engagement with digital content. By prioritizing user-friendly designs, brands can enhance the overall digital experience for this demographic.

Incorporating Larger Fonts: To accommodate potential eyesight concerns, consider incorporating larger fonts and clear contrasts in your designs. This simple adjustment can significantly enhance readability for older users.

Streamlining Navigation: Older users may prefer straightforward navigation. Streamlining the user journey ensures that seniors can effortlessly access the information they seek without unnecessary complexities.

 

Emphasizing Security and Trust

There is significant importance in emphasizing security and trust in marketing to China’s silver-haired consumers. Seniors, often more cautious online, appreciate brands that prioritize data security and transparency. Certainly, incorporating trust-building elements into marketing messages can help establish a sense of security, fostering a positive relationship between the brand and the older audience.

As China’s older population embraces technology, digital marketers have a unique opportunity to engage this tech-savvy demographic. By understanding their digital habits, leveraging social media platforms effectively, and prioritizing user-friendly interfaces, brands can create meaningful connections with China’s silver-haired consumers. As we navigate the ever-evolving landscape of digital marketing, adapting strategies to embrace the diversity of our audiences remains paramount.

Discover more articles about Chinese consumers and trends: such as Decoding Gen Z: Navigating China’s Youth Market.

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Uncovering Potential: Evaluating the Most Recent Developments in China’s Sector

December 6, 2023

1.Alibaba is being urged by Jack Ma to “change and reform” 

In an internal memo, Alibaba founder Jack Ma made an infrequent appearance and urged the e-commerce behemoth to “change and reform” following rival PDD’s stronger earnings report, which almost brought Alibaba’s market capitalization within striking distance. 

Ma called on Alibaba staff members to return to the company’s mission and vision to reform in order to secure “tomorrow and the day after glory,” while congratulating the eight-year-old PDD for its decision-making, execution, and efforts over the previous few years. 

Even though Taobao and Tmall Group are the most profitable divisions of Alibaba, new players in the e-commerce space, such as PDD and ByteDance’s Douyin, are posing a threat. 

Ma continued, saying he believed AI e-commerce was only getting started, which offered both an opportunity and a challenge. This statement aligns with Alibaba’s primary strategic focuses, previously disclosed by the new Alibaba CEO Eddie Wu, which prioritise being “user first” and “AI-driven.”

LINK: https://36kr.com/p/2538801460323843 

 

2.Prada showcases beauty and power with women’s national football players 

Three players from China’s women’s national football team—Yang Lina, Chen Qiaozhu, and Dou Jiaxing—participated in the launch of Prada’s newest campaign on November 21. This campaign followed the format of their campaign with 4 other Chinese women athletes early last year. Prada and Douyin, the Chinese counterpart of TikTok, collaborated to release a fashion shoot video and two clips featuring football players conducting one another’s interviews.

Prada officially partnered with the women’s national football team in July, just before the FIFA Women’s World Cup. 

The players and the Chinese national team received a resounding reception online, garnering over 35,000 likes across the three videos and hundreds of comments, proving that their efforts were worthwhile.

LINK: https://daoinsights.com/news/prada-showcases-beauty-and-power-with-womens-national-football-players/

 

3.Virtual bling takes over Chinese social media

Young Chinese consumers have discovered a creative way to enjoy a luxurious lifestyle without having to pay the price tag, in an era of digital technology where image frequently takes precedence. With photo editing, users can virtually try on and showcase luxury items like jewellery, handbags, and cosmetics without having to pay for the real thing. This new trend is called dianzi dapai, or “digital high-end brands” in English.

Because it gives young people an alternative to traditional luxury consumption, this newly discovered virtual luxury experience is appealing.

Mixing irony and fun, the trend indicates a shift in how the younger generation perceives and interacts with luxury brands. 

Given that numerous luxury brands own patents on their designs, legal experts caution against possible infringement issues.

It sends a strong message to luxury brands hoping to get into or grow in the Chinese market: success in this market will largely depend on how well they can combine the appeal of their goods with the technological sophistication of this market.

LINK: https://daoinsights.com/news/virtual-bling-takes-over-chinese-social-media/

 

4.What luxury brands can learn from Zara’s new China livestream concept

Zara is setting the bar. At first glance, the brand’s most recent broadcast could be mistaken for a movie or music video backdrop thanks to its 9,000-square-meter set, 12 cameras, and 50 professionals.

 Zara’s was much more controlled and orchestrated. The presenter demonstrated the brand’s sophistication and style by taking her time while posing for the products.

With no live broadcasting noise or sales, the anchors were conversing casually about merchandise, coordinated looks, and fashion.

Luxury brands could integrate interactive elements into their broadcasts, like live Q&A sessions with designers or virtual tours of ateliers, for a more holistic brand experience. Making the livestream not just informative but also engaging and memorable.

The goal should be to create a memorable brand experience that resonates with the audience, fostering loyalty and elevating the brand’s status in the consumer’s mind.

LINK: https://jingdaily.com/china-hard-luxury-report-promo/ 

 

5.WeChat Index Adds Live-streaming as Data Source

WeChat Index added livestreaming as a new source to help users better understand the popularity of keywords within the WeChat ecosystem.

WeChat index live-streaming source data will be factored into the computation starting on October 1, 2023. 

The following changes are expected to be observed: 

-The index number of keywords will increase.

-Records of changes in keywords may disappear or be added.

-The data source chart adds “live” sources, and the proportion of each source channel will change.


LINK: https://mp.weixin.qq.com/s/lzNt8iVAgwRygrfmclrM5w

 

6.Luxury Lessons From China’s Singles’ Day 2023

Luxury Brands Adapt to Consumer Behaviour:

Acknowledging the growing trend of “exquisite poverty” (精茴穷) among younger consumers, luxury brands deliberately engaged in Singles’ Day promotions. Companies that understood changing consumer tastes, like Gucci, Balenciaga, and Max Mara, provided exclusive items and interest-free instalment plans.

Trends and AI Integration:

During the event, Gen-Z consumers demonstrated a preference for jewelry, home furnishings, and wedding products. Their skill at taking advantage of platform discounts presented difficulties, though. Additionally, the integration of AI and the promotion of China-focused products emerged as prominent trends, indicating a shift towards technologically-driven shopping experiences.

AI produced virtual try-ons for MCM and Ralph Lauren, using the “Miaoya Camera” to create consumer avatars for clothing try-ons. Tmall (and Taobao) introduced 10 free AI features for merchants and launched a generative AI chatbot named Wenwen to address user queries.

The vulnerabilities of the platform have grown to be a serious problem. By employing reverse bundling strategies to take advantage of sales on high-end merchandise from labels like Dior, Versace, Burberry, and Ralph Lauren, young consumers are gaming the system. These tactics are widely discussed on social media platforms like Xiaohongshu, and their prevalence has disrupted business operations.

It’s a key occasion for consumers in China’s fourth- and fifth-tier cities who lack access to physical luxury brand stores in their areas.

While Tmall and JD.com accounted for the majority of sales during the event, orders across other social commerce platforms were up significantly: 20% on Pinduoduo, 50% on Kuaishou—and Douyin saw a jump of 119%. Xiaohongshu was a big winner too. According to the company, live-streaming sales saw an astounding 420% increase in addition to a 380% year-over-year increase in GMV. 

LINK: https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/gemmawilliams/2023/11/15/luxury-lessons-from-chinas-singles-day-2023/amp/

 

7.Douyin’s e-commerce clampdown: platform cancels controversial sales star Xinba

Popular livestream anchor Douyin banned Xin Youzhi, also known as “sales king” and Xinba, at noon on November 2 for repeatedly posting misleading content, demeaning others, and inciting strife on China’s version of TikTok.

Douyin unveiled new rules earlier this year that prohibit offensive language, unfair competition, and malicious speculating among anchors’ online conduct. 

The move against Xinba is an indication that the industry leader in social commerce is taking tough measures against vendors in an effort to raise the caliber of its live streaming offerings.

LINK: https://jingdaily.com/douyins-e-commerce-clampdown-platform-cancels-controversial-sales-star-xinba/ 

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SEO for Foreign Brands: Optimizing Search Engine Results Pages

November 30, 2023

In the digital landscape, optimizing search engine results pages (SERPs) is pivotal for foreign brands looking to establish a strong online presence in China. Navigating the intricacies of search engine optimization (SEO) can be a daunting task, especially in a market as distinct as China’s. Let’s dive in to explore fundamental techniques for foreign brands to enhance their SEO strategies for better visibility on search engines like Baidu.

To begin with, it’s crucial to familiarize yourself with the most popular search engines in China, as Google doesn’t operate there. For starters, this understanding lays the groundwork for tailoring your SEO efforts effectively to the Chinese market.

💻 Top Search Engines in China and How They Work

Identifying and Targeting Relevant Keywords

An effective SEO strategy begins with the crucial step of identifying the most relevant keywords for your brand and content. This process involves understanding what terms and phrases your target audience in China is likely to use in their searches. To achieve this, consider the following steps:

Keyword Research: Start with comprehensive keyword research. Tools like Baidu Keyword Planner can provide valuable insights into the popularity and competitiveness of keywords.

Competitor Analysis: Analyse the keywords your competitors are targeting. This can offer a useful reference point and reveal gaps in your own strategy.

Long-Tail Keywords: Consider long-tail keywords, which are more specific and have less competition. They can help you target niche audiences effectively.

Localisation: Localise your keywords to cater to the Chinese audience. Understand that certain keywords may have regional variations in their usage.

 

Search Engine-Friendly Websites

Ensuring your website is search engine-friendly is the foundation of a strong SEO strategy. Here are key aspects to focus on:

Mobile Optimization: In China, a significant portion of internet users access the web via mobile devices. Ensure your website is responsive and loads efficiently on mobile platforms.

Page Load Speed: Page load speed is a critical ranking factor. Compress images, reduce unnecessary scripts, and enable browser caching to improve load times.

Chinese Hosting: Hosting your website in China can significantly improve loading speeds. Local hosting minimises latency and enhances the user experience.

Chinese Domain: Consider registering a Chinese domain (ending with .cn) to signal to Baidu and users that your content is relevant to China. Baidu prioritizes indexing websites that have ICP. Those who don’t would find it very hard or even impossible for Baidu to index its contents. You can check what exactly ICP is in our previous post.

 

Tracking SEO Performance and Making Adjustments

SEO is not a static process; it requires continuous monitoring and adaptation. Regularly track your SEO performance to identify areas for improvement. Here’s how to do it effectively:

Analytics Tools: Implement analytics tools like Baidu Analytics or Google Analytics to monitor website traffic, user behaviour, and conversion rates.

Keyword Ranking: Keep a close eye on your keyword rankings. Identify keywords that are performing well and those that may need adjustment.

Content Audit: Regularly audit your content to ensure it remains relevant and valuable. Remove outdated content and update existing pages to align with current trends and user intent.

Backlink Analysis: Monitor your backlink profile and disavow low-quality or spammy backlinks that can negatively impact your SEO.

 

Additional Resources and Expertise

To delve deeper into the world of Baidu SEO, consider leveraging resources from reputable sources and collaborating with experts in the field. Here are some additional tips:

Educational Material: Explore educational material on Baidu SEO, such as blogs, articles, and guides. 

Online Courses: There are online courses and certifications available that can enhance your understanding of SEO practices in China.

SEO Agencies: Collaborating with local SEO agencies in China can provide you with the expertise required to navigate the intricacies of Baidu and its algorithms.

Stay Updated: SEO is an ever-evolving field. Stay updated with the latest trends, algorithm changes, and best practices to maintain a competitive edge.

 

Less obvious facts that SEO optimisation is easily overlooked

Geographic positioning: Firstly, determine the user’s geographical location based on their IP address and return search results that are more suitable for the user’s geographical location.

Above The Fold: Secondly, place the most important information on the first screen and capture the user’s attention within a few seconds.

Social media optimisation: Lastly, publish high-quality content on mainstream media platforms, encouraging users to actively engage with the contents

 

Main Differences between Baidu and Google

While Baidu places greater emphasis on the quantity and quality of links, Google, on the other hand, focuses more on the content relevance and website quality of external links. Baidu places a higher emphasis on the quantity and quality of external links because it believes that these factors are crucial indicators of a website’s authority and credibility.

In contrast, Google prioritizes the content relevance of external links and the overall quality of link sources. This distinction arises from Google’s algorithms, which can adeptly identify content relevance and link quality.

Google’s attention is directed towards factors such as the content’s relevance to the linked page and the overall quality of the source website, including considerations such as website credibility, page quality, and traffic. As a result, Google assigns higher weight to the external links originating from high-quality websites.

🔍 Check out our introduction to Baidu SEO for Beginners

Baidu Index 

Then, there is also the Baidu Index. Baidu Index is a tool provided by Baidu, the leading Chinese search engine. It allows users to track and analyze the popularity and trends of search queries on the Baidu platform. It is similar to Google Trends but specific to Baidu’s search data.

Furthermore, Baidu Index provides a platform for users to input keywords or phrases, allowing them to observe how the search volume for those terms has changed over time. This information is not only valuable but essential for businesses, marketers, and researchers. Additionally, it aids in understanding the interest and popularity of certain topics in the Chinese market, offering insights that can shape strategic decisions.

The tool provides a wealth of data, encompassing the number of searches, regional interest, related queries, and other relevant information. This multifaceted information proves instrumental for various purposes, ranging from market research and content planning to gauging the effectiveness of online campaigns within the dynamic landscape of the Chinese internet.

Moreover, it’s essential to note that access to Baidu Index is contingent upon having a Baidu account. Additionally, the tool not only facilitates a holistic understanding of user behavior but also uniquely tailors its features to primarily focus on Chinese language search queries. This linguistic emphasis underscores the significance of cultural and linguistic nuances when delving into the intricacies of the Chinese online ecosystem.

Baidu Index

 

Conclusions

In conclusion, optimizing SERPs for foreign brands in China emerges as an essential aspect of digital marketing. It is imperative to identify and target relevant keywords to ensure your website is search engine-friendly.

Moreover, continuously tracking SEO performance becomes a crucial practice. This approach enables you to significantly enhance your online visibility and effectively connect with the Chinese audience.

It’s crucial to remember that SEO is a long-term investment. Patience and persistence are key to achieving lasting results. As you embark on your SEO journey in China, consider it an ongoing process of improvement and adaptation. The digital landscape evolves, and so should your SEO strategy. Stay proactive in adjusting your approach to align with the dynamic nature of online trends and search engine algorithms.

You might want to explore our article on WeChat Search for further reading.

For further information, please feel free to contact us at contact@thewechatagency.com to learn more.

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Decoding Gen Z: Navigating China’s Youth Market 

November 9, 2023

In the dynamic realm of modern marketing, connecting with the younger generation is paramount. China’s Gen Z, born approximately between 1995 and 2010, represents a demographic with unique behaviours, preferences, and digital habits. 

For businesses, understanding and effectively engaging with this audience is not only a strategic move but a necessity. In this blog, we will delve into the behaviours and preferences of China’s Gen Z population and explore strategies for engaging them effectively.

 

The Digital Landscape of Gen Z: Where to Connect

To effectively engage with Gen Z, businesses must first know where to find them. Gen Z is digitally savvy, and understanding the platforms they frequent is key. Three prominent platforms have garnered significant attention:

  1. WeChat: WeChat is an essential platform for connecting with Gen Z. Furthermore, this multifaceted platform offers messaging, social media, payment, and e-commerce features. Therefore, leveraging WeChat can help businesses create engaging content and build brand presence.
  2. Weibo: Often compared to Twitter, Weibo is another valuable platform. It’s a hub for real-time updates, trending topics, and viral content. Weibo can be an effective medium for brand engagement, particularly through influencer partnerships.
  3. Douyin (TikTok): The short-video platform Douyin, internationally known as TikTok, this platform has become a cultural phenomenon. Furthermore, it offers a creative and interactive space for brands to reach Gen Z, especially through engaging video content.
  4. RED: Xiaohongshu, known as “Little Red Book” or “RED,” is a popular social media and e-commerce platform in China. It enables users to share reviews, recommendations, and shopping experiences, making it a valuable resource for consumers seeking product information and lifestyle inspiration.

 

Strategies for Impactful Content Creation

Creating impactful content for Gen Z requires a nuanced approach. Here are some strategies to consider:

User-Generated Content: Firstly, encourage user-generated content as Gen Z enjoys co-creating with brands and sharing their experiences.

Short-Form Video: Secondly, short-form video content on platforms like Douyin is a powerful way to capture Gen Z’s attention. Keep it engaging and concise.

Storytelling: Thirdly, craft brand stories that resonate with their values and aspirations. Gen Z appreciates meaningful narratives.

Influencer Collaborations: Lastly, partner with influencers who align with your brand. Influencers can bridge the gap and connect with Gen Z authentically.

🤳 Discover more about the KOL (Key Opinion Leader) economy

Recently, Moutai, a prestigious brand of Chinese liquor (specifically baijiu), has successfully engaged with China’s youngsters in a cool and memorable way. As a result, it has effectively elevated its brand image and promoted itself among new consumers.

Moutai Ice Cream China's Gen Z

Moutai Ice Cream Exhibition

🥃 Read the Full Case Study on Moutai Marketing Strategies Targeting Gen Z

The Influence of E-Commerce on China’s Gen Z Purchasing Decisions

Secondly, e-commerce plays a central role in the purchasing decisions of Gen Z. They are digital shoppers who rely heavily on online platforms to make informed choices. To optimise your online presence for this audience, consider the following:

Mobile-First Approach: Ensure your online shopping experience is optimised for mobile devices. Gen Z shops on the go and demands a seamless mobile experience.

Interactive Shopping: Implement interactive features in your e-commerce platforms. Features like virtual try-ons, augmented reality, and chat support can enhance the shopping journey.

Transparency and Reviews: Gen Z values transparency and peer reviews. Make sure your product information is accurate, and consider integrating reviews and ratings into your e-commerce site.

Sustainability: Sustainability matters to Gen Z. Highlight your brand’s eco-friendly practices and products.

 

Establishing Brand Trust and Authenticity

Building brand trust and authenticity is crucial for engaging with Gen Z. They are discerning consumers who scrutinize brands closely. To achieve this, strategies include:

Social Responsibility: Engage in social and environmental initiatives and communicate your brand’s values and contributions.

Transparency: Be transparent about your practices, sourcing, and manufacturing. Gen Z values brands that are open about their processes.

Consistent Messaging: To begin with, ensure consistency in your brand’s messaging across all platforms. Mixed or contradictory messages can erode trust.

Engagement, Not Just Sales: Furthermore, focus on building relationships, not just making sales. Gen Z appreciates brands that engage with them on a personal level.

China’s Gen Z as Luxury Consumers

Gen z China luxury

In the ever-evolving landscape of consumer trends, Chinese Gen Z has emerged as a seasoned cohort of luxury consumers. Notably, having grown up in a rapidly modernizing China, they are not just digital natives but also well-versed in luxury brands and products. This generation displays a strong inclination towards individualism and self-expression, seeking unique and personalized experiences. Moreover, their consumption patterns reflect a combination of traditional values and modern sensibilities, making them discerning shoppers who value quality, authenticity, and brand reputation. They are no longer just aspirational buyers but are actively shaping the luxury market’s trends and narratives, demanding a seamless blend of online and offline experiences while prioritizing sustainability and ethical practices. This seasoned luxury consumer base poses both challenges and opportunities for brands looking to engage with them effectively and tap into their evolving tastes and expectations.

🛍️ Read more about China’s Youth Appetite for Luxury

In summary, China’s Gen Z represents a unique and influential demographic. Understanding their digital habits, preferences, and values is crucial for effective engagement. By leveraging the right platforms, creating impactful content, optimizing e-commerce experiences, and prioritizing trust and authenticity, businesses can unlock the potential of this discerning generation.

As we navigate the digital landscape and the preferences of the next generation, let us embrace this opportunity to connect with China’s Gen Z and build lasting, meaningful relationships between brands and this influential demographic. For further information, please feel free to contact us at contact@thewechatagency.com to learn more.

 

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Revealing Potential: Assessing the Latest Advances in China’s Industry

November 9, 2023

1.WeChat added recommended attention traffic entry

Addition of traffic entry to the WeChat account homepage. After selecting “follow account,” the account of “other followers also like” will appear, asking how many friends have looked at the account. If you click the “more” button in the upper right corner of the screen, a list of 18 suggested accounts for attention will appear.

 

2.Tmall Double-11 155 brands opened to break 100 million, the first hour of 70,000 brands more than last year all day

On October 31, at 8 PM, Tmall Double 11 officially opened for business. 155 brands were available for purchase, and in the first hour, 71,900 brands were sold—more than on the first day of the previous year.

A total of 14 brand live broadcasts broke 100 million, 280 store direct broadcast rooms broke 10 million, the opening of 29 direct broadcast rooms broke 100 million, and the store broadcast became a new dividend for brand growth. 

The live broadcast of drinks continued to be hot, with a year-on-year growth of 782% in 4 hours. Azhuo Tavern, wine fairy Liangge became the second Taobao, the fourth broke the million broadcast room.

 

3.Xiaohongshu taps into outdoor fall trends with “Go Wild Festival

  • Xiaohongshu launched its second annual “Go Wild Festival” on October 19, collaborating with prominent outdoor media organizations such as “Outdoor Adventure” and “Hiking in China.”
  • Along with collaborating with numerous outdoor brands, the online platform planned a series of offline events that coincided with fall.
  • The campaign covers a wide range of outdoor sports, such as cycling, hiking, fishing, and rock climbing.
  • The launch of the “Go Wild Festival” not only aligns with the platform’s ethos but also magnifies the burgeoning interest in outdoor activities among today’s youth.

LINK: https://daoinsights.com/news/xiaohongshu-taps-into-outdoor-fall-trends-with-go-wild-festival/

 

4.Douyin anchor’s ‘vulgar’ YSL beauty livestream a cautionary tale for brands this Singles’ Day

  • As she advertised YSL beauty products on her show, top Douyin anchor Traffic Yellow (红绿灯的) faced accusations of being impolite and vulgar due to her messy hair and twisted expressions. 
  • YSL’s official Weibo account featured screenshots of her that many netizens shared, criticizing the livestreamer for pushing the foundation cushion of the upscale brands.
  • In order to determine whether the live broadcast room’s content and price point are consistent with their brand, brands must conduct due diligence. 
  • Luxury brands like YSL would be well advised to put image alignment ahead of quick sales in order to maintain their exclusive aura, even though some live streamers do not have large followings.

LINK: https://jingdaily.com/ysl-beleaguered-douyin-top-anchors-livestreaming-crazy-little-brother-yang/

 

5.How to build and maintain customer loyalty in Chinese market
In China, customer loyalty, especially among Generation Z, is a crucial consideration.

  • Key strategies for building and maintaining customer loyalty in China include:
  • Emphasizing good product quality as the foundation of loyalty.
  • Implementing effective marketing strategies that connect with customer values and emotions.
  • Personalization to cater to individual customer needs and stand out in the market.
  • Utilizing loyalty programs, such as membership cards and rewards, to encourage ongoing engagement.
  • Chinese brands are successfully leveraging the Guochao trend by incorporating cultural elements into their products and marketing, enhancing customer loyalty.
  • KFC’s localization strategy in China, with regionally tailored menu items, has contributed to customer loyalty in the country.

LINK: https://daxueconsulting.com/customer-loyalty-in-china/

 

6.Sign of the times: Halloween with Chinese characteristics takes flight in Shanghai as cultural jamboree sees young lampoon public figures

  • Young people in China have adapted the Western Halloween celebration into a “Meme Playing Festival” in which they lampoon controversial public figures and express themselves through performance art.
  • Not only did the extravagant costumes on show and the carnival atmosphere draw sizable crowds of people, but they also sparked a lot of conversation on mainland social media.
  • Numerous youths also took advantage of the chance to be dissatisfied with their current employment circumstances.
  • A young man in a plaid shirt with disheveled hair and dark bags under his eyes introduced himself as “The agent.” The suggestion was that he needed to be prepared to work anywhere and at any time, as evidenced by the tea drink and traditional black backpack he was carrying.
  • “Chinese people have their own way of celebrating ‘foreign’ holidays,” someone said. Could this be a novel manifestation of cultural self-assurance?

LINK:https://www.scmp.com/news/people-culture/trending-china/article/3240127/sign-times-halloween-chinese-characteristics-takes-flight-shanghai-cultural-jamboree-sees-young 

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Uncovering Prospects: Examining the Most Recent Developments in China’s Market

October 31, 2023

Singles’ Day 2023: Retailers pursue low-priced strategies in hopes of consumers opening wallets

  • Chinese e-commerce companies are vying with one another to offer customers tempting discounts on Singles’ Day this year. However, the nation’s largest online shopping event has gradually lost its shine as promoting low prices has evolved into a yearly marketing tactic for companies that are having trouble reviving customer sentiment. 
  • As the 11.11 pre-sale period begins, up-and-coming retailers like Douyin and Kuaishou, as well as more established competitors like Alibaba and JD, are resorting to offering direct discounts to customers. This is because they still believe that the massive event will motivate customers to divulge their personal information and open their wallets, particularly in light of China’s uneven economic recovery.

LINK:https://technode.com/2023/10/24/singles-day-2023-retailers-pursue-low-price-strategies-in-hopes-of-consumers-opening-wallets/

 

Ctrip introduces a feature for booking restaurants abroad.

In addition, Ctrip announced that it will be in the Ctrip App and overseas version of Trip.com simultaneously online overseas restaurant booking function. The first phase covers more than 6000 restaurants in more than 1000 cities around the world. The Ctrip Group global partner summit was recently held in Singapore on October 26. During the meeting, the 2023 Ctrip Food Forest “global restaurant selection list” was released for Paris, New York, London, and other 24 cities overseas. 

Taobao uses an AI shopping assistant to prepare for Double 11.

For the first time this year, AI will be assisting Double 11 bargain hunters. Taobao Wenwen, Taobao’s integrated AI model, uses text understanding and generative capabilities to respond to user queries.

  • As part of the Double 11 special promotional period, the AI shopping assistant will combine product information with tips on the best discounts, giving shoppers added confidence in their decision-making.
  • The intention is to retain users who visit Taobao exclusively and discourage them from using Xiaohongshu, Baidu, and Douyin for recommendation-seeking purposes.
  • Other online reviews note that the recommendations given by the AI assistant sometimes do not correspond to the question asked and that the overall quality and coherence of the content need to be improved.
  • Taobao Wenwen’s user base is currently only 5 million, and many more will be required to train it before it can rival Xiaohongshu’s 190 million monthly active users as a reliable sidekick.

LINK: https://daoinsights.com/news/taobao-gears-up-for-double-11-with-ai-shopping-assistant/

 

What Brands Should Know About Singles’ Day 2023: China’s Version of “Black Friday”

  • Value innovation, or pursuing low cost and differentiation simultaneously, is this year’s winning Singles’ Day tactic for the luxury market.
  • Value lies in thoughtful packages supported by persuasive marketing narratives rather than aggressive pricing.
  • Discerning Chinese luxury consumers at a shopping festival will accept paying less for the same value or paying the same for more value.
  • AI improvements to customer interactions are being introduced in this year’s festival. It makes wiser purchasing decisions possible by deciphering intricate discount combinations.

LINK:https://jingdaily.com/chinas-black-friday-is-here-what-brands-need-to-know-about-singles-day-2023/

 

Internet addiction: China rolls out most comprehensive regulations yet

  • The regulations, which go into effect on January 1, 2024, ask technology companies and schools to work together to protect minors online by providing specialized intervention software and better internet literacy education.
  • ByteDance decided to implement an automatic “teen mode” on their popular video-sharing app Douyin in 2021 due to growing government scrutiny. This mode places limitations on the amount of time users can spend using the app.
  • The regulations, according to the statement, are designed to protect young people’s “physical and mental health” online from various threats, such as invasions of privacy, cyberbullying, and internet addiction.

LINK:https://daoinsights.com/news/internet-addiction-china-rolls-out-most-comprehensive-regulations-yet/ 

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What is Ctrip, China’s Top OTA, and How Tourism Brands Use it?

October 26, 2023

Today, we will delve into the realm of Ctrip, the largest Chinese Online Travel Agency (OTA) also known globally as Trip.com. To provide you with a deeper insight, let’s explore its history and growth.

Firstly, Trip.com Group Limited, known as 携程集团 in Chinese, is a multinational travel service conglomerate with its headquarters in Shanghai, China. Established in 1999, the company is the owner and operator of various travel fare aggregators and travel fare metasearch engines. Notably, these include their flagship service, Trip.com, as well as Skyscanner, Qunar, Travix, and MakeMyTrip. Their online presence extends to approximately 40 languages and spans across 200 countries.

If your destination is already visited or planning to start hosting tourists from China, you have to understand how Ctrip works and how to leverage it to your advantage. This knowledge is crucial for success in the Chinese tourism market.

✈️ Learn more how to Reach Chinese Tourists on China’s top OTAs and Social Media Platforms

But first, why is the Chinese outbound tourism market so attractive to Western destinations? The reasons are compelling:

China’s Outbound Tourism

Rapid Growth 

China’s middle class is rapidly expanding, and their penchant for travel is growing at a remarkable 15% CAGR. This growth is expected to surge further as incomes rise, offering a significant market for outbound travel.


Spending Power 

Chinese tourists are willing to spend generously while traveling, particularly the affluent top 10% who seek prestige and luxury in their experiences, from high-end hotels to fine dining.


Diverse Interests 

Chinese outbound tourists enjoy diverse experiences. Consequently, with a fondness for fine dining and city trips, this presents a golden opportunity for metropolitan centers and gourmet destinations.


Tapping into Ctrip for Marketing Success

For Western brands seeking to captivate Chinese outbound tourists, leveraging Ctrip’s digital marketing capabilities is essential. Additionally, Ctrip harnesses big data, AI, and cloud deployments to offer informed marketing services. This empowers brands to connect with potential customers through precise targeting, insightful analytics, and a variety of ad placements at every stage of their travel journey.

Ctrip Chinese Tourists


Preparation is Key: Setting the Stage for Success

Before diving into Ctrip’s digital marketing realm, meticulous preparation is vital. Firstly, localizing content to resonate with the target Chinese audience, defining a clear target audience, and formulating a comprehensive Chinese channel strategy are foundational steps. Secondly, collaboration with a Chinese marketing firm can hasten this procedure and guarantee successful outcomes and a strategy that resonates with the local culture.

Now, let’s explore some of the key features used by Chinese travelers:

  • Comprehensive Travel Booking: Ctrip offers a wide range of travel services, including flights, hotels, train tickets, vacation packages, and rental cars, etc.
  • Collaborations & Partnerships: Ctrip has established strategic partnerships with airlines, hotels, and other travel providers, enriching its offerings and securing competitive deals for customers.
  • Travel Insights & Content: Ctrip provides valuable travel insights, destination guides, and user-generated content to assist travelers in making informed decisions.

 

Branded Content Formats

Ctrip offers various content formats designed to enhance travelers’ decision-making. Moreover, from destination recommendations to inspiring travel stories and timely, engaging campaigns, these formats provide rich, user-friendly information to ensure consumers are equipped with the knowledge needed for unforgettable journeys.


Integration with Other Services

Ctrip offers more than just accommodations and flights. In addition, it includes options for booking local activities, transportation, and comprehensive travel packages. Consequently, tourism brands can integrate their offerings into these packages, expanding their reach.


Integrations with WeChat

WeChat, China’s super-app, opens a world of convenience. First and foremost, this dynamic integration enables seamless booking, preview, and VIP community management options directly through WeChat account. Moreover, through this powerful combination, you can effortlessly manage your travel plans and connect with local services.

🌏 Read How Travel Brands Can Leverage WeChat


The Diverse Ctrip Advertising Industry

Ctrip provides a variety of advertising choices that are adapted to the various requirements of Western destination brands:

  • Displaying a Retargeting Banner
    Targeted advertisements based on consumer purchasing patterns for best results.
  • Integration of Hero Apps:
    Working with affiliated apps to use a variety of channels to reach potential customers (see above for WeChat)
  • Brand placement:
    The deliberate positioning of your brand in front of potential customers as they conduct searches
  • Trip Moments:
    Integration into the Ctrip platform provides chances for branded content and easy engagement.

Engage a Chinese Marketing Agency as a Partner for Success

Collaborating with a Chinese marketing agency is advised if you want to make sure that your Ctrip digital marketing campaign is successful. Additionally, their proficiency in navigating the Chinese online marketing environment and in-depth knowledge of Ctrip’s dynamics can greatly increase the impact of your campaign and maximize leads for your tourism company.

⛴️ Discover more China’s tourism-related articles

Furthermore, embarking on a Ctrip digital marketing journey opens doors to a vast landscape of opportunities in the dynamic Chinese outbound tourism market. The potential is immense. By aligning strategies and leveraging Ctrip’s advanced capabilities, Western travel brands can truly make their mark and resonate with discerning Chinese outbound tourists. For further information, please feel free to contact us at contact@thewechatagency.com to learn more.

 

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Exploring New Horizons: Uncovering the Latest Developments in China’s Market

October 23, 2023

1.Wechat Channel releases the “flash purchase” new function, only to specific categories opened

The Channel has unveiled the conditions for its “flash purchase” service, allowing retailers to facilitate online ordering during live broadcasts for specific users. To activate this feature, merchants must meet certain criteria related to their business category, qualifications, credit, product quality, and sales volume. The flash purchase products must be physical and described fully during live broadcasts, matching the invoice card and product information. Flash sale items can only be sold during live broadcasts, and the sale ends either when the broadcast concludes or when stock is depleted.

Merchants can create flash purchase orders for particular users, which are accessible only to those users. Multiple intended users can also be targeted with flash orders, but the same user can’t have duplicate orders and must create new ones after successful payment.

 

2.Bus rentals become this autumn’s hottest wedding trend

The usual Golden Week marriage boom came as expected this year, but so too did a fresh take on the traditional Chinese wedding custom of 接亲, or “picking up the bride”.

In a down-to-earth spin on the tradition, some young couples teamed up with local transport departments to create a bespoke “wedding bus” experience. In this trend, public buses decked out in DIY wedding decorations carry the wedding party to their venue, instead of the typical suite of austere luxury cars.

The top wedding bus post on the lifestyle-sharing platform Xiaohongshu, which garnered over 20,000 likes. 

With birth and marriage rates sinking lower and lower in China, state-led campaigns to encourage marriage and childrearing have become pervasive and transparent. Trends like wedding buses breathe new life into staid traditions and allow Gen Z and millennials to take ownership of these highly personal life decisions. 

LINK: https://daoinsights.com/news/bus-rentals-become-this-autumns-hottest-wedding-trend/

 

3.Is there a solution to China’s $81 billion ‘daigou’ gray market?

  • With young consumers having grown accustomed to purchasing from daigou, the market is growing at lightning speed. 
  • According to report, “The Daigou Index 2.0,” China’s gray market size is an estimated $81 billion (600 billion RMB), having expanded by over 40 percent since 2019.
  • Daigou can offer tax-free products, which are more affordable than purchases made within China. And even some brands don’t even have counters”.
  • Aspirational middle-class consumers are becoming more cautious with their spending. And as a result, they may prefer to buy products at a discount rate from daigou rather than purchasing directly from the brands.
  • In addition, Chinese Gen Z shoppers are keen on discovering and experimenting with new brands – gray market importers’ ability to access limited-edition or products unavailable in China has made the sector popular among young consumers.

https://jingdaily.com/is-there-a-solution-to-china-81-billion-daigou-gray-market/

 

4.WeChat Luxury Index 2023: How to Connect With 1.3 Billion Consumers?

  • WeChat has evolved into a vital platform for brands to engage and convert Chinese consumers, extending beyond mere communication.
  • WeChat’s various components, like Mini Program, Channels, WeCom, and Official Account, create a seamless customer journey loop. It has evolved into a primary direct-to-consumer (DTC) channel, offering services and information, challenging traditional websites. Brands can accompany customers from acquaintance to purchase, nurturing their private domains on WeChat.
  • WeChat’s open rates for articles have declined, partly due to muted notification settings for Service Accounts and follower disinterest.
  • Brands have adapted content strategies, pushing content less frequently but more focused on ROI.
  • Menu clicks and service-related behaviors have gained prominence, with over 55% of menu engagements being CRM-related.
  • Brands are redirecting efforts and investments to other WeChat assets, but Official Account content remains vital.
  • Brands capture more data through Mini Programs, with 85% of behavioral data collected from them, enhancing consumer profiles and WeChat strategies.

LINK: https://www.luxurysociety.com/en/articles/2023/10/wechat-luxury-index-2023-how-connect-13-billion-consumers

 

 

5. Coca-Cola teams up with Holiland for futuristic AI chocolate

  • Coca-Cola and bakery brand Holiland bring out a new flavour of Holiland’s popular ‘Dandelion Air Chocolate’ truffle.
  • This time they co-created with AI and named Y3000. On Weibo, China’s Twitter-like microblogging platform, ‘#可口可乐 好利来#‘ (#Cocacola Holiland) gained 27 million views, peaking at number 6 on the hot search list.  
  • This collaboration comes after the release of Coca-Cola’s Y3000 Zero Sugar Coke, an AI co-created soda of the future.
  • Holiland has been on a streak of crossovers including Hello Kitty and Rick & Morty. 
  • Now that AI is playing a bigger role in China’s digital economy, this co-branded chocolate feels like a natural next step for both parties.  

LINK: https://daoinsights.com/news/coca-cola-teams-up-with-holiland-for-futuristic-ai-chocolate/ 

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Moutai: An Example of Spectacular Collabs Eyeing Gen Z

October 18, 2023

Today, we delve into the world of Moutai, a traditional luxury Chinese liquor brand that has gained spectacular virality in the recent weeks. Let us examine its essence, the factors underpinning its lofty status, and recent strategic moves. Moreover, we will look into the latest marketing campaigns and collaborations. 

 

Unveiling Moutai: A Testament to Tradition and Mastery

Moutai, also known as Maotai, is a distinguished name in the domain of Chinese liquor. Originating from the town of Maotai in Guizhou province, it stands as a symbol of China’s rich heritage of distilled spirits. Its meticulous craftsmanship, utilizing sorghum and wheat, bears testament to centuries of perfected techniques. The result is a globally acclaimed elixir embodying the essence of Chinese culture. Its steadfast dedication to time-honored techniques, while remaining open to contemporary trends, has been pivotal in captivating connoisseurs worldwide. One bottle of Moutai typically costs from 1,499 yuan ($223), to over 16,000 yuan ($2,390) for rare vintages. As it continues to evolve and redefine luxury, Moutai remains a pioneering force in the world of distilled beverages. Not only in China but eyeing global expansion as well. 

 

Moutai: Trendy Collaborations

First Moutai-inspired products started to appear last year with the first ever Moutai Ice Cream shop opened in the lobby of the brand’s headquarter in Guizhou province. After country-wide release, the product has quickly become an internet sensation. The flagship store had sold more than 5,000 Moutai ice-creams in 7 hours, achieving the sales of over RMB 200,000; while via the “iMoutai” APP 40,000 pieces were sold out in 51 minutes, generating a sales record of about 2.5 million yuan.

Moutai Ice Cream

It didn’t take long for another exciting collaboration to hit the market. This time Moutai joined forces with Luckin, another beverage giant famous for its coffees and other beverages. Together, they co-created a new flavor of latte, Moutai Latte which was an instant hit. Hashtags related to Luckin Coffee Real Moutai topped Weibo’s Hot List with hundred millions of views and users’ feed with full of pictures of the product itself or queues to Luckin stores across China. On the launch day, Luckin sold 5.4 million Moutai alcohol-infused lattes in one day topping 100 million yuan ($13.72 million).

A few days later, Moutai consolidated its modern and more approachable image with yet another one collaboration. This time, the brand collaborated with Dove on Moutai-infused chocolate. Again, the hashtag about the collaboration had immediately topped all social platforms’ trending topic lists.

Moutai Luckin Coffee

Successful Pivot Towards Gen Z

The creation of Moutai-inspired products is a strategic move to tap into the young consumer market, who normally have a oldish image towards the strong liquor. At the same time, many foodies including the youngest one might not be able to afford a bottle of spirit. Now, they can literally get a taste of it thanks to these different collaborations. For many of them, it will be their first encounter of the famous alcohol.

Within the last 3 months, Moutai gained more than 25 billions impressions on Chinese social media platforms.

Moutai Impressions 2023

Insights into Moutai: Captivating in its Simplicity

What are the intriguing facets of Moutai that contribute to its allure:

 

  1. Craftsmanship in Every Bottle: Each bottle  is a product of meticulous production processes, reflecting the dedication and artistry of its craftsmen.
  2. Collectible Value: Beyond its function as a beverage, Moutai holds significant collectible value. Rare and limited editions attract attention from collectors and investors, adding a unique dimension to their appeal.
  3. Strategic Collaborations and Limited Editions: The collaboration between Moutai and Luckin Coffee, resulting in alcohol-flavored coffee beverages, ice-creams and chocolates showcases the brand’s adaptability and willingness to explore new avenues.

 

Diversification and Expansion: A Strategic Trajectory

Moutai’s growth extends beyond the realm of distilled liquor. Recent ventures into diversified consumer products like chocolates and ice cream demonstrate strategic diversification, aligning with evolving consumer preferences and expanding its influence. Here’s to Moutai – a brand that epitomizes excellence and continues to enthrall the world with its sophistication and innovation. A toast to the legacy of perfection and the journey of innovation!

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Revealing Opportunities: Exploring the Latest Progress in China’s Market

October 16, 2023

 

1. TikTok’s Chinese sibling, Douyin, has established an independent entrance for its one-hour delivery service within the “marketplace” channel on its homepage

 

  • To compete with industry giant Meituan, the short video platform is increasingly concentrating on local life services.

  • According to information provided by Douyin in May, sales from this channel are expected to account for more than 30% of all revenue in 2022.

  • In August 2022, Shenzhen saw the launch of the quicker on-demand delivery service, which is now available in about 15 domestic cities, including Beijing, Shanghai, and Guangzhou.

  • The within-hour service is provided by retailers themselves or in collaboration with third-party courier platforms, much like Douyin’s food delivery service.

  • Currently, supermarkets with self-delivery options make up the majority of businesses offering faster delivery services to Douyin users. 

LINK: https://mp.weixin.qq.com/s/q8UiNoKj_pnmq5vuZtezSg

 

 

2. More than 30% of young people claim to have a “easy to grow grass constitution,” according to a report published on Weibo titled “2023 Contemporary Youth brand Consumption Data Insight Report.”

 

  • In the “2023 Contemporary Youth Brand Consumption Data Insight Report,” which Weibo published on October 8, 76.5% of young people claimed that social media is their primary method of contacting brands, and nearly half of them stated that they will learn about various brands’ products on shopping software.

  • The majority identified as “Internet natives.” 34.9% of respondents claimed that they have a “easy to grow grass constitution” and that it is simple for others to use their actions to “pull weeds.” Another 31.2% claimed to be “cosmeticists” and to have no aversion to goods with an exceptionally high level of appearance.

  • In addition, 41.9% of respondents said they would directly support their preferred brand of goods through consumption. Second, 41.5% of respondents said they would advise neighbors to plant grass.

  • Notably, more than half of respondents said they would not choose to purchase from a company whose past actions do not align with their ethical principles.

LINK: https://mp.weixin.qq.com/s/QLynd8v8hnNvf1zsCX5wGQ

 

3. Blackpink’s Lisa ignites controversy on Chinese socials with cabaret performance

 

 

Blackpink’s 26-year-old Lisa (full name Lalisa Manobal), a member of the K-pop girl group, caused a stir with a string of performances at Le Crazy Horse cabaret in Paris last week. The performances sparked a lively online debate in China. 

Social media effects that are viral

On the Chinese social media platform Xiaohongshu, the hashtag “Lisa crazy horse show” (#Lisa) has 180 million views, while the same hashtag on Weibo has 164 million views.  

 

Lost in translation

Women’s freedom, self-sexualization, the male gaze, and feminism were all discussed in China. The choice Lisa made to perform cabaret was praised by some commentators as an example of her artistic freedom.

Other online users expressed concern that Lisa’s provocative performance would have a negative impact on her enormous young fan base. Some went a step further, criticizing her for objectifying herself as a sexual object (as an Asian female) to the Western male gaze. 

 

Celebrity collateral damage

It wasn’t just Lisa who faced backlash on Chinese social media. Netizens, mostly women, accused Chinese actress Angelababy, who was spotted near the premises, of reinforcing gender inequity and the objectification of women. 

Critics claimed that Angelababy’s presence glamorized cabaret as a form of high art due to her sizable Gen Z and Alpha following, potentially distorting ongoing discussions about gender and morality in China.

 

Consumerism and culture: Ambassadorships and brands 

The “she economy” in China is booming as women acquire greater economic and social clout. Numerous industries have been impacted, particularly those that produce luxury, fitness, beauty, home, and pet accessories. However, female empowerment in China is not of the same caliber or develops in the same manner as it does in the West.

While the uproar surrounding her performance provides valuable insights for brands and celebrity ambassadors in China, it is unlikely to significantly dent her personal brand. For less popular celebrities, whose transgressions may be more serious, cultural differences and misunderstandings can result in serious reputational damage. 

And however much society has changed in the past decade or two, China’s approach to gender norms and sexuality is still markedly different from that of the global north.

LINK: https://jingdaily.com/lisa-cabaret-performance-china-react/

 

 

5. China’s e-commerce slows down as celebrities turn to Xiaohongshu for ‘quiet selling.

 

  • This year, quiet selling, a slower-paced, storytelling-focused livestreaming style, has become more popular in China. Gen Z shoppers seek respite from the hustle and bustle of urban life.
  •  By reading poetry, referring to her viewers as “readers,” and spending nearly six hours introducing 200 products, for instance, Cheung furthered the air of sophistication, culture, and learning. She also described eyeshadow shades with Renaissance allusions.
  •  The number of livestreamers increased 337 percent in 2022 compared to the previous year, and the number of livestreaming sessions increased 214 percent on XHS.
  •  With a softer approach, as suggested by “quiet selling,” XHS is the most genuine platform for customers to find real peer reviews and recommendations.

LINK: https://jingdaily.com/quiet-selling-livestreaming-xiaohongshu-annie-yi/

 

6. Adapting to changing Chinese tastes: Strategies for success in the alcohol industry

 

 

  • To succeed in China’s evolving alcoholic drinks market, businesses are adapting their marketing strategies to align with changing consumer preferences.

  • Brands are emphasizing digitization to connect with consumers where they are. For instance, iMoutai, a direct-to-consumer platform from Moutai, and international spirits and wine groups like Pernod Ricard and Diageo have been investing in digitization efforts.

  • Proactive marketing strategies include leveraging the lunar calendar, creating Chinese-tailored labels, and establishing a presence on platforms like Weibo and Douyin. These efforts are crucial for engaging effectively with Chinese consumers, as exemplified by Chateau Smith Haut Lafitte’s commitment to the Chinese market and its prestigious selection for King Charles III’s state visit to France.

LINK: https://jingdaily.com/adapting-to-changing-chinese-tastes-strategies-for-success-in-the-alcohol-industry/

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