best social media in china Archives

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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Revealing Opportunities: Analysing the Recent Progress in China’s Sector

January 8, 2024

1.Knowledge is power: 2023’s lessons from Douyin

Douyin, TikTok’s sister app in China, released a list of ‘hot words’ from their Douyin Knowledge community.
Douyin Knowledge is a community dedicated to educational and popular science content. This year, they compiled a list of 15 keywords that were most frequently asked, explained, and discussed on Douyin.
Some of these words are very science or sector-specific, while others have a wider appeal to people’s interests. The topics suggest that people want to learn more about these ideas.
- City marketing and city-based marketing, ChatGPT and AI, Self-driving cars, Mixed reality, Co-brandings, Self-love…

Link: https://daoinsights.com/opinions/knowledge-is-power-what-people-learnt-on-douyin-in-2023/

2.China’s new beauty trend: Body care ‘Skinification’

Chinese consumers are no longer focusing just on facial skincare, but grooming themselves from head to toe. Body skincare has become a symbol of self-love for sophisticated young Chinese consumers.
From May 2022 to April 2023, the sales of body care products on Tmall and Taobao exceeded 7.2 billion (52 billion RMB). On lifestyle platform Xiaohongshu, searches for “body care” (身体护理) increased by 750 percent year on year in March this year.
Visible skin improvements are the priority. However, homegrown consumers also seek mental and physical wellness from their body care routines.
As a result, local C-beauty brands are upgrading their products’ functional and emotional value.

Link: https://jingdaily.com/posts/skinification-bodycare-china-beauty

3.China’s Gen Z ‘city walk’ phenomenon is good for brands

Fanhua, a TV series in China mainly discusses how the billionaire started his business career in Shanghai in the 80s.
Montagut’s brand was mentioned as the top clothing brand and regarded as a symbol of Wealth and Power.

Link:

https://www.douyin.com/video/7317597936349662483

https://www.163.com/dy/article/INHIKBK50552SQM1.html

4.The 2024 China core trend forecast

From the proliferation of K-pop to the internet culture leading the Y2K revival, Chinese consumers have taken a cue from global trends, as well as adding their own takes via the contribution of New Chinese style, or cartoon-influenced Kidulthood looks.
ABGhashtag in China has surged since 2020, amassing over 9.8 million posts on Xiaohongshu, and as Chinese international travel resumes, and with the rise of globalized and multicultural cultures via social media and in real life, the ABG trend can only continue to evolve in 2024. It will continue to see relevance given its association with women’s independence, worldliness and freedom of self-expression in the nation.
Kidulthood cartoon style (#元气卡通风), kidulthood as a continued means of escapism and form of respite, amid these uncertain times in China and the world.
Old money: 2023 saw the global return of old money style across, predict a continuation of the trend in both fast fashion and luxury
Yk2 China has come up with its own spin on the aughts, greater mixing and matching between retro and futuristic elements, consumers who channel Y2K in China seek respite from modern day life, needing moments of escapism via edgy, fun fashions.

Link: https://jingdaily.com/posts/the-2024-china-core-fashion-forecast

5.Red 2023 conclusion calendar

The Red summarizes the keywords and notes page views of each month in 2023, and tells users the key words of each month’s browsing through the form of a calendar
I suggest that GB use this format to preview some of the key events of 2024 to give users a comprehensive overview of the New Year’s plan

Link:
https://mp.weixin.qq.com/s/3CklN_ibfh5Ow4Ef13NSrQ

6.Douyin reported a 256% increase in gross merchandise volume (GMV) for local life services last year:

attributing the surge to its robust efforts in the local lifestyle sector, Douyin now hosts over 4.5 million offline merchants, encompassing restaurants and lifestyle activity providers, spanning across more than 370 Chinese cities.
This information was disclosed by Douyin on its official WeChat account on Wednesday.
Additionally, in 2023, transaction volume completed during livestreamings witnessed a remarkable 570% growth from the previous year
total sales generated from short videos saw an 83% increase compared to the prior year.

Link: https://mp.weixin.qq.com/s/Z1jCkk_JDyLc7V6pwIqHfw

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Discovering Possibilities: Assessing the Latest Advancements in China’s Industry

January 3, 2024

1.China’s Video Platforms Under Scrutiny Amid New Gov’t Campaign

The short video market in China has grown significantly; as of June, there were 1.02 billion online short video users, up 14.54 million from December 2022.
Despite this expansion, the industry faces criticism for widespread dissemination of fabricated content. Content producers frequently create videos that cater to vulgar tastes or share sensationalist news in an effort to increase viewership and profits.
To address these concerns, Douyin, the Chinese version of TikTok, introduced measures in May requiring content creators to clearly label AI-generated content. This helps users distinguish between virtual and real content.
Additionally, Weibo, the microblogging platform, initiated a trial of a “side note” function in September, similar to “community notes” on X (formerly Twitter). During this month-long campaign to counter inappropriate content and fake news, verified users can fact-check posts.
Accounts or platforms found to be in violation face closure and penalties, as issued by the nation’s top internet watchdog.

LINK: https://mp.weixin.qq.com/s/CSDtfyeBj4SGDh37KGr46w

2.WeChat live shopping GMV hits 100 billion RMB

WeChat revealed on 11 December that WeChat’s shopping feature achieved 100 billion (13.9 billion USD) in gross merchandise volume this year.

Even with this remarkable number, sales of the specialized short video apps Douyin and Kuaishou, which are now the preferred online shopping destinations for many Chinese consumers, are still far below this amount. Douyin is expected to surpass Kuaishou’s sales of 800 million RMB (112.4 million USD) this year, with sales of 2 trillion RMB (281 billion USD).

Given that it has already developed a “pretty significant high-income and affluent customer base,” WeChat is now well-positioned to benefit from the expanding market for luxury live shopping. WeChat Channels can hopefully carve out a niche as the go-to destination for luxury live shopping, distinguishing itself from everyman apps Douyin and Kuaishou.

LINK: https://daoinsights.com/news/wechat-live-shopping-gmv-hits-100-billion/

3.China’s Gen Z ‘city walk’ phenomenon is good for brands

More than sixty percent of city walkers are wealthy, college-educated women in China’s first-tier cities between the ages of eighteen and thirty-five.

A growing number of lifestyle brands have already collaborated with regional influencers to produce themed city walks that are open to the public as part of their fan community.

To launch the brand’s newest coloring shade, Honey Light Gold, Schwarzkopf staged a “Color District” parade at Shanghai TX Huaihai Plaza. Taking advantage of the popularity of City Walk, the event brought together 10,000 spectators for the parade to celebrate bold styles and over 100 beauty KOLs.

Peco, a Chinese designer bag brand, adopted a playful approach with a “Dog Walk Show” on the streets of Shanghai to celebrate its ninth anniversary in late September. The brand styled nine models and dogs to stroll along the streets of Shanghai, with bag straps redesigned into leashes.

City walk’s resurgence is a uniquely contemporary Chinese phenomenon. The common thread uniting these city walk-related brand events is young people’s desire to get out more on the streets and live more in the moment.

LINK: https://jingdaily.com/posts/life-in-china-is-back-to-normal-so-why-are-foreign-tourists-skipping-the-country

4.Wechat account test marketing content limit pop-up window

Users have been receiving relevant pop-up prompts in some WeChat account articles that contain marketing promotion information. These prompts indicate that the current content may contain unaudited third-party commercial marketing information, and users have the option to either continue reading the article or leave it.

Regarding this, a WeChat representative stated that “the pop-up window function is currently in the testing stage, and it is not a violation that will pop up; instead, the user will be repeatedly reminded and warned, and if the violation stays, the pop-up window will appear.”

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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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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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Unveiling Prospects: Delving into the Newest Advancements in China’s Market

October 9, 2023

1. Mainland Chinese tourists flock to Hong Kong for first post-Covid National Day holiday, but do not plan to stay long

Chinese tourists who were asked about their travel plans in the city said they would rely on travel articles posted on the Chinese social media and e-commerce platform Xiaohongshu, which is becoming more and more well-liked among young mainland Chinese people looking for interesting places to visit.
A tourist referred to the impression she had of the city while scrolling through Xiaohongshu and said, “We are looking for a nostalgic feeling in Hong Kong.”
Compared to pre-pandemic levels, travelers were considering shorter trips. Spending by visitors from the Mainland China had also decreased.
The decline was attributed to both China’s economic slowdown and the Yuan’s depreciation, which is the country’s currency. He asserted that he thought spending would pick up once the Yuan gained strength.

LINK:https://hongkongfp.com/2023/10/01/mainland-chinese-tourists-flock-to-hong-kong-for-first-post-covid-national-day-holiday-but-do-not-plan-to-stay-long/

2. RED private message function“Sixintong”

A professional platform of XiaoHongshu called Sixintong offers features like welcome messages and automatic replies to greatly increase the brand’s marketing and operation efficiency in XiaoHongshu.

In order to encourage users to engage in deeper communication, it is possible to edit the relevant greeting so that it is automatically sent when a user sends a private message. Examples of this greeting include a basic introduction to the service or recent promotions and events.
For some high-frequency basic private messages, we can set up menu to encourage users to click, such as phone calls, product inquiries, joining group chats, filling out forms, sending post links, and so on.
Find potential customers in the comments section right away, actively seek out their needs, and help with conversion by doing so.
The initial prerequisite is that there must have been more than 3,000 media purchases made overall over the previous 30 days.

LINK: https://www.niaogebiji.com/article-636629-1.html

3. How brands can best maximiae Chinese apps Xiaohongshu, Douyin, Weibo and Zhihu

Douyin

The platform with the most monthly active users (MAU) among the four is China’s TikTok Douyin, with 759 million. Short videos that are primarily intended for entertainment make up its content. The majority of internet users spend their free time there looking for both entertaining and educational content.

Xiaohongshu

Users on Xiahongshu are primarily drawn to articles about beauty and fashion. Small- and medium-sized KOLs, KOCs, and KOPs dominate the platform.

Weibo

For news, announcements, product launches, celebrity endorsements, and apology posts, brands use the Chinese microblogging app Weibo as their official website. Weibo is used by many businesses when launching new products and collaborating with celebrities to gain traction because the platform attracts a sizable following of celebrity fans.

Zhihu

Zhihu is not a social media app like the aforementioned channels; rather, it is a Chinese translation of Yahoo! Answer. When they have questions or doubts about anything, from beauty tips to medical treatments, people look for reliable answers.

LINK:https://jingdaily.com/xiaohongshu-douyin-weibo-zhihu-how-can-brands-best-leverage-these-platforms/

4. From Jennie to Zendaya to Fan Bingbing: Chinese and global stars dominate Paris Fashion Week

With Hollywood heavyweights like Zendaya at Louis Vuitton, Pamela Anderson at Vivienne Westwood, Kylie Jenner at Schiaparelli, and Jennie Kim at Chanel all attending, Paris once again demonstrated how global celebrities are a vehicle for visibility across social media.
Also making a splash was Chinese homegrown talent. Following her comeback to the spotlight, actress Fan Bingbing walked the Mugler runway alongside stars like Paris Hilton and Angela Bassett, while domestic babes Angelababy and Dilraba Dilmurat attended shows at Roger Vivier and Dior.
The most effective marketing strategy a designer can use today is getting an A-list celebrity to support your brand, whether they are a member of the Kardashian-Jenner family or the internet’s current “it” person. And the metrics reflect that.

LINK:https://jingdaily.com/jennie-zendaya-fan-bingbing-chinese-global-stars-paris-fashion-week/

5. China’s ‘Super Golden Week’ breaks records amid mounting economic challenges

Starting September 29, the eight-day ‘Super Golden Week’ is this year’s most popular holiday.

Over 2 billion people moved across regional boundaries in the nation, or 257 million people on average each day.

Thailand is expected to become the preferred destination for Chinese outbound tourists (partly due to its visa-free policy), followed closely by South Korea, Malaysia, Singapore, Australia, and the UK.

Apps like Fliggy, Ctrip, and Xiaohongshu make it simpler than ever for younger travelers to plan and book travel without using a traditional agent because they cater to their desire for authentic travel experiences.

As a way for young people to decompress, temples have also become very popular.

LINK:https://jingdaily.com/china-super-golden-week-breaks-records-amid-mounting-economic-challenges/

6. The Daigou Index 2.0 The biggest threat to luxury in the next five years

The Daigou market in China is thought to be a problem worth $81 billion USD.
Since 2019, the market’s growth is estimated to have exceeded 40%. Professionalization levels have increased, and more platforms have emerged to serve the expanding market.
Instead of your typical Chinese international student earning a little extra money on the side, a typical Daigou today is more than likely a large organization with significant purchasing power.
But brands are not always cognizant of the scope and dynamics underlying this segment of the Chinese gray market.

LINK: https://mp.weixin.qq.com/s/YvJCarTqbyBjyZAN1Pv3mQ

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Unleashing the Pulse of China’s Market: Updates and Breaking News.

August 2, 2023

JD launches vertical AI model, targets retail, finance and education sectors:

Context: Beijing currently is home to approximately half of the more than 80 large models available in China
JD on Thursday introduced its own large AI model ChatRhino. Positioned as a vertical AI model that offers industry-specific use cases, JD’s AI offering arrives a few months later than rivals Alibaba and Baidu.
Why it matters: JD is the latest Chinese tech major attempting to upgrade its offerings with AI and large models. The company said ChatRhino combines 70% generalized data and 30% native intelligent supply chain data, targeting a number of sectors including retail, finance, education, and government.
Details: The company has already utilized the AI model to enhance customer service, facilitate code writing, and improve product recommendations, she added.

JD’s healthcare unit also unveiled a specialized model designed for the medical industry that is capable of quickly adapting and learning from various healthcare scenarios, which will serve as a technological foundation for remote medical services. The e-commerce giant also showcased its ambition to develop humanoid robots, which will be a key exploration direction for the JD Explore Academy.

LINK:
https://technode.com/2023/07/14/jd-launches-vertical-ai-model-targets-retail-finance-and-education-sectors/

2. Baidu AI products overseas

The AI social products “SynClub” by Baidu have recently been introduced in Hong Kong, China, Japan, and other countries. This product uses the latest AI technology of Baidu, so that users can know their own AI friends, and through the company of AI friends, users can chat more interestingly and in-depth.

3. The “channel retrieval” feature was introduced by the channel.

On July 12, the channel launched the “channel retrieval” function for the certification body to support the recovery of the lost agency authentication channel.

It is understood that “channel retrieval” refers to the channel that has completed enterprise and institutional certification or main body verification and can initiate the channel retrieval process and re-operate the channel after the platform verifies the authenticity of the main body.

In the process of initiating the retrieval, it is necessary to pay attention to the following two points: First, the initiator has not created a channel, and it is necessary to use a wechat signal that has not created a channel to initiate the retrieval process. Second, the account must be in normal use, and the account that has been cancelled, blocked, or banned cannot be recovered.

4. Users of the Meituan app can now record and upload brief videos.

Meituan has unveiled a new feature on its app that now allows users to shoot and upload short videos. The addition of this feature provides users with more creative ways to engage with the platform and record their experiences.

Meituan’s latest move comes amidst the intensifying rivalry with Douyin within the online local services industry.

The food delivery giant has also made moves to shake up the live-streaming business by hosting more live-streaming events, including monthly live streams on the 18th of each month since April, where participants are offered coupons.

In addition, the company launched its very own platform, Meituan Live, which is currently only visible to a select group.

Meituan continues to evolve as a multifaceted platform in order to stay competitive in the market

LINK: https://daoinsights.com/news/meituan-app-now-supports-users-to-shoot-and-upload-short-videos/

5. China’s newest beauty retail battleground, Douyin, was won by L’Oreal by 1 billion RMB.

L’Oréal topped a ranking of brand sales in the first half of the year, hitting a GMV of 1 billion RMB

Douyin is the nation’s newest retail battleground, and international brands are actively fighting to grow their market share for Gen Z

Social platforms like Douyin are becoming pivotal channels for brands to close the loop in digital commerce

L’Oréal collaborates with roughly 800 to 1,500 Douyin KOLs every month, ranging from mega influencers with over 5 million followers to small-to-medium key opinion consumers

LINK:
https://jingdaily.com/loreal-douyin-china-newest-beauty-retail-battleground-billion-rmb-gmv/

6. Three New WeChat Advertisement Products Online Now

Moments Ads brand gallery: advertisement is WeChat’s first vertical multi-screen display advertisement. It supports 3-5 vertical screen video cards displayed at the same time, and the new method of display brings an eye-catching visual experience by creating a high-level window texture for the brand and enhancing the user’s memory of the brand.

WeChat Channels Carousel Ads: advertising supports 3-5 components, which are displayed on large tiles throughout the process. Different cards can be diverted to different official mini programs or different pages of mini programs, or they can be turned to native pages and H5.

WeChat Search: discovering brand surprises through WeChat Search and finding beautiful gifts for their loved ones for Qixi Festival

LINK:

https://www.luxurysociety.com/en/articles/2023/07/what-should-luxury-expect-post-pandemic-chinese-travellers

7. Translation vs Transcreation: which one is the right choice?

When expanding a business to a new country with linguistic and cultural differences, it’s crucial to ensure that the brand’s message and identity are accurately conveyed to the new audience.

Translation is the process of converting text from one language to another while preserving the original meaning, making it suitable for more literal texts. Transcreation, on the other hand, is a creative approach that adapts the message, cultural nuances, and persuasiveness to resonate with the target audience.

Factors such as the purpose of the text, marketing strategy, target market, and time/budget constraints should be considered when deciding between translation and transcreation for a successful linguistic adaptation.

LINK:

https://mp.weixin.qq.com/s/meZQ7MC_HIHktV-0KSPdhg

8. How AI technology is reshaping beauty retail in China

Store of the Future on Shanghai’s East Nanjing Road The first of its kind in China, the new concept retail space boasts seven digital touchpoints: an advanced skin analysis device powered by big data; a product recommendation feature based on AI-generated makeup trends; product labels equipped with radio frequency identification (RFID) that unlock a detailed breakdown of ingredients; mobile POS, which allows customers to check out anywhere with a beauty advisor and avoid long queues; and personalized gift packages with the option to add scents and voice messages.

Meanwhile, the Shanghai Municipal Medical Products Administration has granted SkinCeuticals, Estée Lauder, L’Oréal, and Shanghai Chuangyuan Cosmetics stores in Shanghai a license for personalized on-site services. With this license, retail stores can act as mini cosmetic factories, creating products tailored to individual skin types.

Typically, consumers seek the advice of sales assistants or search for product reviews by influencers. plus the fact that KOLs and personal shoppers may have other motives for recommending certain items (e.g., brand sponsorships).

When stepping into the futuristic concept store, customers are asked to use their WeChat account to sign into the AI experience. Users are then connected personally to a salesperson who helps them through their purchase journey in person and can stay in touch with them once they leave the store.

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Tips for Reusing Your Western Social Media Content for WeChat in the Chinese market

September 2, 2022

China is the largest social media market in the world, but since Western social media like Twitter, Facebook, and YouTube are blocked there, most people are limited to using domestic social media – WeChat The Chinese social media ecosystem is distinctive because of this ban of other popular social networks.

WeChat is one of the most popular social media applications. It has grown to become the world’s (not just China’s) biggest super-app, with more than 1.25 billion average monthly active users.

One of the most interesting features for brands is official accounts. There are over 25 million official accounts on WeChat and all brands are fiercely fighting for users’ attention. How to make sure you do it the right way? Even if your content is performing really well it doesn’t necessarily mean that would be the case on WeChat. Content consumption, preferences of the Chinese audience, and format requirements vary from those on Facebook or TikTok. Reposting your Western content directly on WeChat won’t bring you a lot of fans.

Western Social Media vs WeChat Content

WeChat is an excellent tool for entering the Chinese market. It is frequently compared to Facebook or WhatsApp because its initial, and still the most important function, is instant messaging. However, despite these comparisons, the content that brands share on their official accounts is completely different.

If your WeChat strategy was to reshare content from your Western social media platforms, that’s not an easy road. WeChat’s content formats differ significantly from those of Western social media apps.

WeChat articles are lengthy posts that resemble newsletters or even blog articles more than anything else. Whereas Western social media are usually short, visually speaking content. Simply reposting content from Facebook and Instagram with a brief caption is not the best strategy because readers will be unsatisfied and won’t return if the situation occurs again.

However, it’s not impossible to make Western content work for WeChat. If you have a library of content already created for your Western social media or official website, we can help you to find the best way to repurpose and localize it to WeChat requirements and your target audience preferences.

Tips to repurpose Western social media content for WeChat

Blogs:

Good news! You can simply reuse your blog articles as WeChat posts.
Localize the content for the audience by translating the blog posts into the market language.
Focus on the most interesting aspects that will resonate with your audience in China and skip paragraphs that are less relevant.

Examples of Western social media blogs and updates turned into a WeChat article

Image-based content (Instagram):

You can incorporate the images and lengthen the copy by adding an introduction and more details, giving it at least a few paragraphs.

You can take additional photos and include them in the article.
Try to combine several posts and see if you can create a WeChat story out of them.
Prepare a nice layout to be visually appealing to the readers.

Video-based content (Stories, YouTube):

You can create content around videos by directly embedding them into articles.
You can also open WeChat Channels. Reuse both photos and videos with this WeChat feature. Literally, it’s the best WeChat feature for utilizing nearly all your visual and video content.
You can add Chinese subtitles added to your videos or fully localize them.

WeChat Channels – WeChat answer to TikTok and other short-video platforms

➡️ Learn more about WeChat Channels and how you can win on this WeChat’s sub-platfrom

With a good strategy and a pinch of creativity, you can smartly reuse existing content to maximize your efforts and save time. This will work for Facebook, Instagram, LinkedIn, and even YouTube content. We encourage you to prepare a mix of global and original content for the local Chinese market – that is the strategy that works best for WeChat.

Conclusion

WeChat is the most widely used and well-known social media platform in China, so if you want to expand into the Chinese market, you must start producing content on WeChat.

At The WeChat Agency, we can help you decide on the content that can be reused from the global marketing assets and also help you create the best original content for China.

If you wish to know more about WeChat content creation and repurposing or other marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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Weekly China Updates

July 12, 2022

JD.com Announces Renewed Strategic Cooperation With Tencent

Tencent will keep providing JD.com with main entry points on its WeChat platform in order to maintain traffic. It also includes collaboration in areas like membership services, marketing and advertising, technology services, and communications.

The deal will carry out business cooperation in the areas of e-commerce portals, cloud technology and cloud services, membership systems, online conferences, enterprise services, smart retail and advertising, supply chain, and other areas. It will also strengthen technical exchanges and cooperation in artificial intelligence and other fields.

JD.com and Tencent are collaborating strategically for the third time at this time. The contract is extended for another three years.

Link: https://pandaily.com/jd-com-announces-renewed-strategic-cooperation-with-tencent/

Navigating Douyin — A Guide For Luxury

The mainland’s TikTok has already solidified its position in the market despite just having launched its e-marketplace in June 2020; it is currently ranked among the top five e-commerce applications with the greatest market shares.

600 million DAUs are on Douyin. The innovative consumer journey that Douyin delivers is what makes it so intriguing since it is completely changing the e-tail landscape. By connecting interest to final transactions, the software completes the cycle.

Link: https://jingdaily.com/douyin-guide-for-luxury/

Head & Shoulders Father’s Day Campaign Taps Into Paternal Pathos

Despite the fact that Father’s Day is not a recognised holiday in mainland China, it is nonetheless observed there in accordance with Western custom. On this day, the majority of Chinese advertisements are usually more sentimental than those in the West and focus on father-child connections. That said, it is remarkable how the Head & Shoulders commercial managed to stir up laughter in its viewers while also bringing them to tears.

For this very reason, family marketing is a common motif in Chinese ads. The good or service could be marketed to the whole family as a shared activity that is consumed together.

This video promo is not only directed at men who lose their hair but also at kids of all ages who value their father figures. In reality, sons and daughters wrote the majority of the posts under the Weibo hashtag #Dadsloveistoobald, which received an astounding 10 million views.

Link: https://daoinsights.com/works/head-shoulders-fathers-day-campaign-taps-into-paternal-pathos/

Weibo to Launch New Interest-Driven Social App

Several reports claim that Planet, a new interest-based social app, will be released by Weibo. An improved version of Planet Video, which already includes millions of communities covering a variety of themes, is the new app. Importantly, it will primarily serve as a tool for Weibo users to follow famous people and influencers while immersing themselves in groups of people who share their interests.

At the moment, Planet Video is divided into five categories: Home, Discover, Shoot, News, and My. The app immediately demonstrates Weibo’s interest in short video content. The move comes as no surprise given China’s tremendous demand for live streaming and brief video content.

On the other hand, some social circles may view the affiliation with a platform that promotes fan interaction and celebrity culture as disrespectful of the government’s efforts to curtail “excessive fan culture.” As a result, the luxury brands associated with Planet may find themselves in a sticky situation, dealing with criticism and reputational issues.

Link: https://jingdaily.com/weibo-planet-app-celebrities-short-video/

China’s All-Purpose Wechat App Lets Users Register Two Accounts With One Phone Number In Pilot Test

Tencent Holdings’ all-purpose social media platform WeChat is currently pilot testing a feature that enables users to sign up for an additional account using their existing mobile number. This could make it easier for users to balance their use of the app between their personal and professional lives.

According to a report by Chinese media outlet Thepaper.cn, the new capability has been in experimental testing with a small group of users since last year, and it is unclear if or when it will be formally released.

Some welcomed the move as a way to better separate work and life, while others were not impressed. However, some complained that the two accounts cannot work concurrently and they could miss the message on the main account when switching to the other one.

Link: https://www.scmp.com/tech/big-tech/article/3184348/chinas-all-purpose-wechat-app-lets-users-register-two-accounts-one

WeChat Service Marketing

The service market is an official platform to help find cooperation. At present, millions of companies are looking for small program development, customer service and other high-quality services here.

In the article, the marketing managers of two companies recommended this platform. They said that after they applied to join this platform, they signed a lot of customer resources and got a lot of cooperation service providers who meet the following standards to enter the service market-content service area:

It must be an independent corporate legal person, with fixed office space, and be qualified as a general taxpayer;
Has been registered and operated for more than 1 year;
The business scope should include: Daren, celebrity, self-media and other related businesses, providing market planning and publicity services, providing supply chain or e-commerce agency operations, etc., and engaging in related businesses for more than half a year;
The registered capital is more than 500,000 yuan;

He has experience in providing live broadcasts, short videos, and graphic operations for merchants in the WeChat ecosystem. One of the following conditions is met:

Sign a real and effective live broadcast operation business contract with at least 3 or more mini-program merchants, the live broadcast cooperation relationship can be checked, and the live broadcast comprehensive data performance during the service period is good;
Possess an agency operation business contract based on short videos and pictures and texts signed with more than 3 merchants in the WeChat ecosystem.
If neither of ① and ② is available, it is necessary to prove other materials that can prove the serviceability in the WeChat content service field.

Link: https://developers.weixin.qq.com/doc/oplatform/service_market/provider_guideline/enter_guideline/mcn_enter_guideline.html

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WeChat Interactive Articles – Introduction & Examples

July 1, 2022

WeChat Interactive Articles (WIA) are a relatively new and highly engaging way of presenting content on WeChat. They are created by brands and are designed to be quick, easy, and fun! Thanks to different features they can be used to engage with your audience in a very unique way.

What exactly are interactive posts?

You might have seen WeChat posts embellished with GIFs or other eye-catching graphics. Creators can upload such elements into articles directly in the WeChat backend when creating an article. However, WeChat’s native backend offers extremely limited options. That’s why many brands decide to use third-party platforms to create their posts. For example, you can add some features like swiping or ‘click to reveal’ to your posts using popular browser-based editing tools like xiumi.

More advanced interactive features require coding and are increasingly popular among WeChat brands.

What Are Animated SVGs?

Let’s begin with a technical explanation here. Scalable Vector Graphics (SVG) is a vector picture format for two-dimensional graphics that is based on Extensible Markup Language (XML) and supports animation and interactivity. A less technical explanation is that it is a special kind of image format – a Scalable Vector Graphic. We know, TL;DR. Let’s move to a more practical explanation.

Let us share with you some of the coolest examples of interactive posts. The effects can include tapping, long-pressing, selecting an answer (micro quizzes), and more.

Montagut interactive post

Why Interactive Posts Are a Great Alternative?

First of all, they are extremely engaging! A social media post with a picture is 10 times more likely to receive interaction. This is due to the fact that our brains process images and colors more quickly than other types of information. Therefore, advancing the idea and animating your image will also boost engagement. If your post hit the sweet spot, there is a good chance that your readers will share it further with their friends.

Classic static content no longer do especially when users are constantly inundated with new posts from brands.

Secondly, they can also be an interesting alternative to H5 mini-sites.

Creating an H5 mini-page requires much more effort in terms of time and budget. An interactive post can be a good option for smaller budgets and quick turnaround.
User journey doesn’t require WeChat readers to leave the article as it happens when redirecting to an H5 page.

Montagut interactive post

Naturally, H5 is still a great option for bigger campaigns that need to pack varied special effects or more complex interactions. Tracking clicks is also possible on an interactive article. It is worth mentioning that interactive features on the articles, even with coding, will still be quite basic but nonetheless fun.

groz beckert interactive post

You can also add a call to action (CTA) to demonstrate to readers the benefits they will receive; it should also be rewarding, contextually appropriate, and consistent with the official account’s branding and content style. When you catch readers’ attention, you can try to redirect them to e.g. your e-shop mini-program.

blackrock interactive post

Conclusion

When creating interactive WeChat articles, keep in mind these essential components. You might feel tempted to add too many interactive elements. We suggest keeping them to around 5 but well-thought-out and creative ones. Make sure your content is on-brand and that the interactions are clearly indicated.

Always remember that a brand’s engagement and conversion rate are better the more interactive it is.

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

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