JOB OPENING | Social Media Manager

May 23, 2025

We’re hiring! KRDS is on the lookout for a Social Media Manager to drive our clients’ digital presence in China through AI-powered strategies and cutting-edge creative execution.

📍 Location: Shanghai
💼 Work Style: Hybrid (Remote-friendly)

🔍 About the Role

As our new Social Media Manager, you’ll blend China’s unique digital ecosystem with powerful tools like Xiumi, Jianying (CapCut China), and AI platforms to craft campaigns across WeChat, Xiaohongshu, and Douyin.

Our clients include world-renowned names like Grand Hyatt, Galeries Lafayette, Cartier, and B2B giants such as BNP Paribas and GIC (Singapore Sovereign Fund).

🧩 Key Responsibilities

1. China Social Strategy 🇨🇳

  • Collaborate with Digital Strategists & Account Managers to build platform-native strategies based on WeChat’s search algorithm, Xiaohongshu trends, and Douyin’s AI recommendations.

  • Leverage AI content tools like:

    • Jianying’s auto-captioning

    • Qingting’s voice cloning

    • Baidu Wenxin for ideation

  • Conduct competitor tear-downs using Chinese analytics platforms like New Rank and TooBigData to spot white space opportunities.

2. AI-Enhanced Creative Production 🤖🎨

  • Design scroll-stopping visuals:

    • Xiumi for article layouts on WeChat

    • Canva China (可画) for templated graphics

    • Jianying (CapCut) for video editing

    • Meitu for photo enhancement

  • Generate high-performance copy with:

    • Baidu Wenxin for Mandarin SEO

✅ Qualifications

Must-Haves:

  • 3+ years managing China social accounts with strong KPI results

  • Xiumi-designed WeChat articles & Jianying-edited video samples

  • Daily use of at least 3 Chinese AI or design tools

🔥 Bonus Points:

  • Certification from Tencent/Huatuo’s marketing AI courses

  • Experience with Tencent Ads (腾讯广告) and Xiaohongshu Ads (小红书广告)

📝 Apply With:

  1. Your resume

  2. Your Xiumi portfolio (or 3 WeChat articles)

  3. A 60-second Jianying-edited video pitch (in Mandarin) titled:
    “How AI Is Transforming China Social”

🎁 Why Join KRDS?

  • Hybrid/Remote Work

  • Flexible Hours & Work-Life Balance ⚖️

  • Annual Trips ✈️

  • Free Digital Marketing Courses 🎓

  • Performance-Based Rewards

  • Collaborative & Fast-Growing Environment 🌱

🧧 ¥5,000 Referral Bonus!

Know someone perfect for the role? Refer them and earn ¥5,000 if we hire them! 💸

📩 Apply now or contact us at: recruitment@krds.com

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9 Proven Strategies for Foreign Brands to Succeed on RedNote

May 16, 2025

RedNote (Xiaohongshu) has become a crucial platform for lifestyle-focused social commerce in China. With a strong base of Gen Z and millennial users, RedNote offers foreign brands a powerful entry point—if content is executed well.

Examples of Galeries Lafayette’s official RedNote (Xiaohongshu) account content, including branded posts, influencer videos, product promotions, and CNY marketing campaigns

Here are 9 proven strategies that help brands stand out, gain traction, and convert consumers on RedNote.

1. Choosing the Right Visual Elements

High-quality visuals are essential to gain attention on RedNote, especially on a platform rooted in shopping discovery. Authentic product photos—especially those that look like they’re taken by users—outperform overly commercial images.

Your cover image heavily influences click-through rates, and user-generated-style visuals tend to generate better engagement and higher conversions.

2. Localize Your Content

Translation alone won’t help your brand stand out. With over 56% of brands on RedNote being local, cultural alignment is key.

Foreign brands need to adapt messaging and visuals to Chinese tastes, participate in local events, and ensure language is in simplified Chinese with relevant slang and expressions. Professional translation is highly recommended over free tools.

3. Implement a Solid Influencer Marketing Strategy

Influencers remain central to social commerce in China. However, the shift is moving toward KOCs (Key Opinion Consumers) and Micro-KOLs, who offer more authentic and relatable content.

Use platforms like:

  • Pugongying – RedNote’s official KOL marketplace
  • Qiangua – A third-party tool offering in-depth analytics and price estimates

These tools help identify the right influencer partnerships based on engagement, niche, and audience fit.

4. Launch a Brand Promotion Through Ads

While organic content drives trust, paid content helps reach niche audiences. RedNote offers formats such as:

  • Paid KOL collaborations
  • In-feed/native ads
  • Search ads (placing your brand in top search results for relevant keywords)

Combining organic and paid tactics is essential for visibility and conversion.

5. Optimize for RedNote’s Social Search Function

RedNote users now skip traditional search engines and look directly within the app for product recommendations.

To appear in these results, your content must be keyword-optimized—using trending search terms in titles, captions, and hashtags. Conduct research on term popularity and search volume within your niche.

6. Long vs. Short Content

Brand accounts generally perform better with longer, keyword-rich content (about 500 characters), while individual influencers might gain engagement with just emojis.

Use a blend of rich descriptions and emojis for better readability and stronger reach through RedNote’s search algorithm.

7. Generate Traffic Through Lucky Draws

RedNote offers a built-in feature for lucky draws, where users follow, like, or bookmark to enter.

These campaigns attract initial attention—even from freebie seekers—but can go viral and lead to brand discovery by more qualified leads. Sephora is one success case, generating 1,000+ engagements with a lucky draw.

8. Utilize RedNote’s Live-streaming Features

Live commerce is rising fast on RedNote. Though platforms like Taobao and Douyin lead the category, RedNote is gaining momentum, particularly in beauty, food, and maternal product categories.

During the Spring Festival, the platform hit 198M RMB in sales via livestreams, with users valuing both interactivity and authenticity in real-time product showcases.

9. Participate in E-Commerce Shopping Festivals

Leverage China’s e-commerce calendar—especially events like:

  • Lunar New Year
  • National Day
  • Women’s Day (key on RedNote due to its largely female base)
  • RED Friday – RedNote’s version of Black Friday, from late November through early December

Participation in these events can significantly boost visibility and sales when paired with strategic promotions.

Final Takeaway

RedNote is more than a content-sharing platform—it’s a full social commerce ecosystem. For foreign brands, understanding and leveraging these 9 strategies is critical to building relevance and success in China’s competitive digital space.

Want to localize your RedNote strategy with confidence? Contact us today to build a plan that drives content, community, and commerce.

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Exploring Prospects: An Overview of Recent Developments in China

June 24, 2024

1.Chinese youth have a new zoo fascination. How are brands engaging?

  • The zoo craze in China aligns with youngsters’ pursuit of a slower nature-connected lifestyles as zoos are becoming increasingly humanized and animal centered, making them more appealing to visitors.

  • This new craze offers a wide range of new opportunities for brands to connect to the Chinese youth emotions and new aspirations.

  • Zoos are being transformed into complex leisure parks, offering a diverse range of experiences to satisfy different demands, both online and offline.

Link: https://jingdaily.com/posts/chinese-youth-have-a-new-zoo-fascination-how-are-brands-engaging

2. The ascent of social commerce this 618: Douyin, Xiaohongshu

  • Douyin’s ecommerce arm grew rapidly, achieving significant sales and engagement during the 618 Shopping Festival, challenging established platforms like Tmall.

  • Many beauty brands achieved higher sales on Douyin than on Tmall, with several brands surpassing $13.7 million (100 million RMB) in sales.

  • Xiaohongshu saw a 5.4-fold increase in order volumes from live streaming sessions during 618, driven by a strategic reorganization.

  • Both Douyin and Xiaohongshu exemplify the shift towards interest-driven e-commerce, as such to boost sales brands need to leverage social media to enhance consumer engagement and sales.

Link: https://jingdaily.com/posts/the-ascent-of-social-commerce-this-618-douyin-and-xiaohongshu

3. Bye Barbie, hello Dune: China’s key fashion trends for 2024

  • In 2024, Chinese fashion trends are heavily influenced by nature, with plant-themed wear and Tyndall styles gaining popularity.

  • Despite a shift towards natural aesthetics, global pop culture still significantly impacts Chinese fashion microtrends, inspiring bold, empowering outfits.

  • Although microtrends are transient, brands can speak to Chinese consumers’ desire to immerse themselves in nature by hosting outdoor activities and developing products with features that enhance outdoor experiences, such as UV protection.

  • To capture the girlcore trend, brands can partner with Chinese designers who specialize in hyper-feminine aesthetics, such as Shushu/Tong, to create exclusive collections.

  • With retro styles like grandpacore in fashion, brands can consider teaming up with China’s elderly fashion KOLs, but they should be mindful of the government’s crackdown on online displays of wealth.

Link: https://jingdaily.com/posts/china-online-fashion-trends-summer-spring-2024-

 

4. 3 Trends of Little Red Book Marketing in 2024

  • Livestreaming is booming: Little Red Book stores are seeing a big rise in sales thanks to livestreaming. More brands are using livestreaming to connect with customers, and it’s driving significant sales growth.

  • Foreign brands need to localize more: There’s a growing trend of national pride among Chinese consumers, so foreign brands need to localize their content more than ever. This means adapting their messaging and visuals to resonate with the Chinese audience.

  • Rich user engagement: Little Red Book boasts a much higher level of user engagement compared to other platforms like Instagram. This means brands can get valuable feedback directly from consumers, helping them understand niche markets and manage any potential crises.

Link: https://walkthechat.com/3-trends-of-little-red-book-marketing-in-2024/

5. Pet Economy in China: Brands celebrate ‘Children’s Day for pets’ to leverage their influence

  • Pet consumption has been tapped and segmented, comparable to half of the parent-child consumer demand

  • On the day after Children’s Day, Taobao launched the “Guardian Old Babies Programme” in conjunction with Midas Pet Nutrition and Royal Canin.

  • In big cities, pets are becoming the centre of young people’s lives, and pet-friendly businesses are more likely to be supported by young customers.

  • Recently, Taobao also started to look for a “spokescat” across the entire network. After several rounds of fierce competition, the final winner of the “spokescat” will join Alibaba to become the first cat employee and get a 1.02 million RMB (approx. 0.14 million USD) cash prize.

Link: https://daoinsights.com/works/pet-economy-in-china-brands-celebrate-childrens-day-for-pets-to-leverage-their-influence/

6. Blending Sports With Travel, Chinese Fans Set Sights on Paris 2024

  • Chinese sports enthusiasts are combining their passion for athletics with travel plans to Europe for the Paris 2024 Olympic.

  • Social media and travel platforms play a significant role in this trend, with packages like Fliggy’s “Riverside Package” including a premium view of the opening ceremony and opportunities to interact with Olympians. Flight bookings to Paris surged by 240% and hotel reservations by 180%, driven by the growing trend of sports tourism.

  • Two users’ journey to Paris travel plan highlighted in this articles: “ …the influential role of social media in boosting sports fandom, with more individuals appreciating and following specific sports. ”

“I searched for numerous posts and guides on Xiaohongshu (the lifestyle app), which helped me navigate these challenges…”

  • Here are some insights for planning digital content this summer, focusing on connections to Paris 2024. Paris travel recommendations, with its food and culture will be popular, and a lot of memes will circulate on digital platforms during the event. Platforms like Xiaohongshu will prioritise related topics and boost their visibility, so we can prepare relevant posts accordingly and advise our clients to pay special attention to them.

Link: https://www.sixthtone.com/news/1015299

 

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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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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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Examining Potential: Evaluating China’s Most Recent Advances in Landscape

February 19, 2024
  1. The unique way that Generation Z in China is celebrating Chinese New Year
  • hanfu, prayer bracelets, and a dragon frenzy

Traditional buying habits are changing due to the rise of Generation Z. Traditional gifts are being avoided by younger shoppers. They are choosing, instead, more meaningful and customised things that speak to their unique identities.

  • Travelling, but not home

There will be 1.8 million passenger trips per day on average into and out of the Chinese mainland, which is about 3.3 times more than there were the previous year. The majority of these trips were made by people going back to their hometowns. But a growing number of China’s youth is choosing to diverge from this custom, and is instead opting to travel.

  • Balancing red packets and financial wellbeing

As members of China’s Gen Z stand at the crossroads of tradition and modernity. They are not abandoning the customs passed down through generations, but are instead redefining them to resonate with contemporary realities and modern demands of financial and emotional well-being.

LINK: https://jingdaily.com/posts/how-china-s-gen-z-is-doing-cny-differently

  1. Macau welcomes Galeries Lafayette.

The chain’s fourth location in China has opened, Galeries Lafayette, Macau. By 2025, Galeries hopes to have ten locations in China thanks to this new partnership. The pandemic delayed development plans, which had called for the opening of branches in Macau and Chongqing for late 2022.

Galeries Lafayette is refocusing on luxury brands with this new joint venture, with the goal of sharing “a certain vision of the French art of living.”

LINK: https://daoinsights.com/news/galeries-lafayette-lands-in-macau/

  1. From Hangzhou to Harbin: Alibaba’s Fliggy sets out on winter road trip
  • Fliggy, an online travel agency owned by Alibaba, launched a travel campaign by capitalising on the winter travel trend.
  • Fliggy Bus made the entire journey to Harbin while offering gifts and coffee along the way. In order to generate interest in snow and ice tourism, Fliggy assumed the role of explorer for this campaign.
  • Thanks to deliberate government investments in the industry, ice skating and snowboarding are two of the most popular holiday pastimes for upper-middle class consumers.
  • Travelling pop-ups are a great marketing tactic for a spate of brands, not just for travel or outdoor specialists. Non-travel brands can partner up with a travel booking platform or outdoor clothing brand to help provide offline activities to consumers

LINK: https://daoinsights.com/works/from-hangzhou-to-harbin-alibabas-fliggy-set-outs-on-winter-road-trip/

  1. WeChat E-commerce Amplifies with Video Account Surge
  • The 2023 Gross Merchandise Value (GMV) figures are projected to hit between 120 and 150 billion yuan (vs 50 billion yuan in 2022). However, the sector’s scale remains modest compared to giants like Alibaba, JD.com, Pinduoduo, Douyin, Kuaishou, whose GMVs have breached the trillion yuan mark
  • A significant development is Tencent’s integration of video account e-commerce with its WeChat advertising system, allowing for video account livestreams to be promoted within Moments. This new feature opens up fresh avenues for traffic acquisition, potentially boosting conversion rates by shortening the consumer journey from ad click to purchase.
  • The integration extends beyond advertising, as various e-commerce formats within the WeChat ecosystem, such as social commerce and mini-program commerce, are linked up with video account e-commerce. This strategic move positions video accounts as a foundational infrastructure within WeChat e-commerce, facilitating a seamless flow of both public and private domain traffic within the social network.

LINK: https://www.chinainternetwatch.com/43528/tencent-video-account-ecommerce/

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Exploring Potential: Assessing China’s Latest Innovations in Landscape

February 7, 2024


1. Top 3 hottest experiential trends among China’s Gen Z

Here are the top picks from Xiaohongshu’s first-ever selection of “lifestyle inspirations”.

  • Attend night classes to pick up new skills.

Recent searches for “night school” have increased by an astounding 980% when compared to the same period last year, according to data from Dianping and Meituan. With over 8 million views and counting for the Xiaohongshu hashtag (#夜校), more inquisitive minds are probably going to follow in his footsteps.

  • Arrange to stay at a hotel by yourself and watch a tonne of TV.

This month’s most popular lifestyle inspiration hashtag (#厘在亦假) has received 35 million views.

  • Forget “old money” – embrace “no money style”

“no money style” invites people to exaggerate their lack of funds. This could mean wearing baggy, mismatched clothes (think taking out the bins or popping to the supermarket – the more ripped and stained the better) or simply wearing your favorite outfit on repeat. 

Link: https://daoinsights.com/opinions/top-3-hottest-experiential-trends-among-chinas-gen-z/

2. China and Singapore to allow mutual visa-free travel

From 9 February, CNY Eve, travellers with passports from either China or Singapore will be able to enter the reciprocal country visa-free and remain for 30 days. 

Within an hour of the announcement, searches for hotels and flights to Singapore increased 15 and 6 times, respectively, according to the travel booking website Fliggy. Singapore is now the fifth most popular place to go during the nine-day Chinese New Year holidays. 

Link: https://daoinsights.com/news/china-and-singapore-to-allow-mutual-visa-free-travel/

3. The best places to go for Chinese New Year in 2024

  • During CNY, there will be an estimated 9 billion domestic travels.
  • As per Ctrip, the most popular travel destinations are Indonesia, Malaysia, Singapore, Thailand, and Cambodia. 
  • While traditional Asian favourites include Hong Kong, Macau, Singapore, Thailand, and Japan, interest in emerging luxury hotspots like Dubai, Saudi Arabia, and Qatar is growing.
  • Millennials want experiences that are genuine and tailored to them; they want to engage with locals and become fully immersed in the culture.
  • The narratives and perceptions surrounding destinations are significantly shaped by KOL content shared on platforms such as Douyin and Xiaohongshu.

Link: https://jingdaily.com/posts/the-top-travel-destinations-for-chinese-new-year-2024

4. Gen Z unfiltered: Michael Kors peels back emotional layers of Chinese New Year

  • On January 31, Michael Kors premiered its 2024 Chinese New Year special short film, “Carry Your True Self,” 
  • The film takes a distinctive approach to conventional Lunar New Year ad shorts by employing a bold and incisive creative angle, capturing the inner emotional landscape of contemporary youth as they embark on their festival holidays.
  • As they prepare to reunite with family for the traditional festival, they unpack unnecessary burdens from their bags, shedding labels such as “aloofness,” “empty fame,” “busy individuals,” “emotional stability,” and “unnecessary obligations.” Choosing to liberate themselves from societal pressures, the protagonists opt for a more authentic and carefree return home.
  • In Michael Kors’ case, its Chinese New Year advertisement stands out for its genuine portrayal of the emotions young people experience during this traditional festival. Through the nuanced message of “Carry Your True Self,” the brand encourages a more relaxed approach to the holiday, which allows it to resonate with Chinese young generations.

Link: https://jingdaily.com/posts/inside-michael-kors-bold-chinese-new-year-narrative 

5. Why is the ‘mob wife’ fashion aesthetic gaining momentum?

  • From TikTok to the New York Times, the mob wife fashion aesthetic, that of opulence, extravagance and maximalist glamour, is gaining traction.
  • The aesthetic, made famous by the long-running crime series The Sopranos, often features bold statement pieces, including fur coats, high-end accessories, and ensembles that reflect wealth and status.
  • While the brashness of mob wife fashion stands in stark contrast to the prevailing trend of understated luxury on the runways, data analytics has substantiated its surge in popularity.
  • Ultimately, the trend resonates with those who appreciate the fusion of sophistication, drama, and a touch of rebellion in their fashion choices.

Link: https://fashionunited.com/news/fashion/why-is-the-mob-wife-fashion-aesthetic-gaining-momentum/2024012958106

6. TikTok faces large-scale content removal after major falling out with Universal Music Group

  • TikTok turned against its former cooperation partner Universal Music Group (UMG) overnight after the world’s largest music copyright owner threatened to remove all of the music it owns from the video-sharing platform, which lambasted UMG’s “self-serving actions” and characterized them as putting their interests above those of artists, songwriters, and fans. 
  • The dispute would reportedly also affect TikTok sibling Douyin, potentially causing both platforms to have to remove Universal songs from the huge number of videos using them as background music. The falling out with UMG may also lead to a similar response from other music companies.

Link: https://technode.com/2024/02/01/tiktok-faces-large-scale-content-removal-after-major-falling-out-with-universal-music-group/

7. In WeChat Channel, selling knives like this can break millions?

Knives are originally popular consumer goods with a strong and traditional atmosphere, but in the words of Wang Jinbo, the video anchor of “Zhang Xiaoquan Knife Flagship Store”, they collide with poetry, life insights, and English. It is this contrast that makes the live broadcast of this time-honored brand instantly become high-end.

With a full-time team of only 10 people, they quickly accumulated 600,000 followers and achieved sales of over one million yuan in the first week of broadcasting. On November 11, 2023, the number of viewers for the special session reached 1.4 million, and the single session sales exceeded one million yuan.

  • Brand content matches their Channel’s users
  • Live streaming has reached sufficient duration
  • It is selling knives, but also bringing knowledge expansion and emotional value through live streaming

Link: https://mp.weixin.qq.com/s/lvTH2sRJjenUJtv7POP1zw

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Unveiling Opportunities: Evaluating the Latest Innovations in China’s Landscape

January 22, 2024

1. Honey badgers and iPad kids: Experts weigh in on Gen Alpha

  • Generation Alpha, born between 2010 and 2024; is a demographic that is predicted to be the biggest in history.

  • According to experts, they will inevitably hold the biggest spending power and are already influencing household purchasing decisions.

  • Since children are capable of creating brand associations as young as three, it’s essential to look at what’s shaping their interests. Their familiarity with technology is influencing their perspective on the internet and technology as a whole.

  • Compared with Gen Z, more closed nature of sharing will likely fuel the rise of virtual selves, especially due to their comfortability with the Metaverse and avatars.

  • Brands need to be aware that the children of today live in a different digital world, with new rules, humor, language, and practices.

 

Link:
https://jingdaily.com/posts/honey-badgers-and-ipad-kids-experts-weigh-in-on-gen-alpha

 

2. Chinese drama ‘Blossoms Shanghai’ sparks interest in bespoke fashion

  • ‘Blossoms Shanghai,’ a TV series by Wong Kar Wai, has spurred consumer nostalgia for ‘90s fashion, travel, and beauty trends.

  • Content related to the drama has accumulated a staggering 4.3 billion views on China’s micro-blogging platform Weibo.

  • The series has also catalyzed a boom in bespoke suits for men, a nod to the sartorial elegance of the 1990s as depicted in the show. A key scene shows the protagonist transforming from an unnoticed city dweller into a sophisticated gentleman through a bespoke suit.

  • On Xiaohongshu, netizens are sharing tips on how to dress like the characters on the show. “Many ready-made clothes aren’t suitably elegant.

  • Meanwhile, booking platform Ctrip reports that searches and bookings for Shanghai have recently increased 20 percent.

 

Link:
https://jingdaily.com/posts/chinese-drama-blossoms-shanghai-bespoke-fashion

3. Impressive campaign ideas in 2024

  • Cui Jian’s Concert: Egg

Uses an egg to show us the uniqueness of Chinese rock. It is not as hard as stone, but more viable. The uniqueness of Chinese rock music, it is a more powerful force that continues to grow with the changes of the times, but no matter how the appearance changes, the core remains the same.

  • Union Pay (Charity Ad): Glowing stones in the mountains

The stones are rough, silent, and tough, just like children in the mountains. Finding the shining points of children and making efforts based on them is a long-lasting case for the brand.

  • Mengniu: 2024 “Unreasonable” blessings

This short film starts from six scenes and combines hurdles, climbing, taekwondo and other sports to convey beautiful blessings to the audience in a concrete way. The magical plot is both exaggerated and full of laughter, instantly igniting people’s expectations for the new year.

Link:
https://mp.weixin.qq.com/s/CfEahGhV2_0OWIOnODkLyg

 

4. Harbin icy spectacles draw record-breaking 3M visitors

  • Harbin is generating a record-high amount of tourism revenue thanks to social media hype. Brands like Lancôme have taken notice.

  • Every winter, China’s northeastern city of Harbin is transformed into a winter wonderland. Picture 250,000 cubic meters of ice meticulously carved into 1,000 ethereal ice sculptures, taking the shape of castles, temples, mythical creatures, and more.

  • Social media has played a key role in drawing crowds to the city. On Xiaohongshu, the hashtags “Harbin” and “Harbin travel” boast a total of 1.9 billion views and 800 million views, respectively.

  • Luxury beauty label Lancôme, for instance, has crafted a crystal-clear installation in the shape of the Arc de Triomphe, featuring the handiwork of multimedia Chinese artist Jacky Tsai, which make for fun photoshoot spots.

Link:
https://jingdaily.com/posts/harbin-ice-snow-festival-record-breaking-visitors

5. Top Chinese livestreamers are flocking to overseas TikToK

  • Crazy Little Brother Yang has just become the first in what could be a wave of Chinese livestreamers moving to tap into the overseas e-commerce market. Crazy Little Brother Yang, who is known for his larger-than-life comedic antics, was the first livestreamer to reach 100 million subscribers on Douyin, TikTok’s separate sister app in China.

  • Crazy Little Brother Yang held his first overseas broadcast on Singaporean TikTok on January 15.

  • Yang is not the only major Chinese livestreamer planning to break into TikTok. The former tutoring company Oriental Selection (also known as East Buy), now one of Douyin’s biggest channels, is recruiting for a raft of TikTok-related positions, Liepin.com job listings reveal.

  • Moving to TikTok could be a way for livestreamers to salvage their careers away from the watchful gaze of the Chinese internet. On top of this, the growth rate of Chinese platforms is slowing down in terms of both GMV and users, making now the perfect time to invest in their overseas counterparts.

Link:
https://daoinsights.com/news/top-chinese-livestreamers-are-flocking-to-overseas-tiktok/

 

6. Chinese are shifting work-life balance toward ‘life,’ poll shows:

  • Two-thirds of Chinese consumers have come to value their private lives more than success at work to a greater degree than before the pandemic.

  • Many have been struggling to find work amid a slowing economy and job cuts at tech companies. Asked about prospects for career advancement, 41% see less room for promotion than they did before 2019, while 37% see no difference. Respondents showed less interest in learning skills for work, focusing more on personal pursuits. A total of 45% feel they spend too much time on their smartphones

  • There is a growing trend toward a type of relaxed self-improvement. More people named going to the gym or doing yoga, traveling, volunteering, camping and fishing, and cooking as activities they enjoyed last year. Fewer mentioned gaming or learning work skills.

  • For brands, it gets back to understanding primary motivations. Touting success in careers is still important for some consumers, but it doesn’t hold the same widespread appeal as it once did.

Link:
https://asia.nikkei.com/Spotlight/Society/Chinese-are-shifting-work-life-balance-toward-life-poll-shows

7. Inventory of China Mobile Internet “Dark Horses”

Driven by the vitality of the offline economy and the continuous increase in the proportion of post-2000 users (12.4%), there are more traffic dark horses in office, travel, and life service apps in 2023.

  • The “dark horse” application is the most prominent growth application during the same period, with a relatively small overall user base

  • In 2023, tourism and travel will become a hot field, with mobile games accounting for 20% of newly launched apps

  • Multiple mobile games have shown impressive performance, with strong growth in AIGC (AI Generated Content)  and short drama apps

  • The dark horse WeChat mini program is scattered, and the life travel Alipay mini program is growing faster, and the Douyin short drama mini program is soaring

Mini programs have also experienced rapid growth, with WeChat mini programs appearing as “dark horses” in the fields of finance and daily life.

Link:
https://mp.weixin.qq.com/s/GWN1_dm3GZkj5uAn2SUIhg

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