buisness in china Archives

Digital Strategy Case Study : GIC Singapore Sovereign Fund

June 14, 2022

WHAT IS GIC?

Singapore’s foreign reserves are managed by GIC, a sovereign wealth fund with assets of $744 billion dollars. GIC invests internationally in developed market shares, emerging market equities, nominal bonds and cash, inflation-linked bonds, private equity, and real estate. It was founded by the Singapore government in 1981 and has a network of 10 offices in significant financial capitals around the world.

SCOPE OF WORK FOR THE CHINESE MARKET

The WeChat Agency has been hired by GIC to advise and manage its digital operations in China. The biggest problem we faced for the brand was how to create brand recognition without using paid advertising, given China’s tight laws on the finance industry. This was accomplished through a combination of strategic initiatives, such as playbooks and workshops, focusing on WeChat and covering topics such as the platform’s overall evolution, audience characteristics, user journey, content strategy, and comprehensive execution plans.

GIC – Content Creation

RESULTS

The GIC team got full training on WeChat marketing with a detailed plan covering content pillars, campaign themes, and distribution of the content. A detailed playbook serves as an ongoing consulting tool for GIC but can be also readily used for any in-house developed activities.

At the same time, the WeChat Agency has been regularly creating and localizing content for the local market.

After the first year, GIC reappointed The WeChat Agency for management for the second consecutive year.

GIC – Holiday Greetings

If you wish to know more about WeChat and its various features, 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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China Weekly News Roundup

May 24, 2022

Elon Musk Praises the WeChat Model As He Discusses Plans for Twitter

Elon Musk praised WeChat as “really an excellent app” and labelled it “a good model”

“We don’t have anything like that,” Musk said, as he complimented the Tencent super app’s offering of services like Twitter, PayPal and more “all rolled into one.”

“Such an app would be really useful” in markets outside of China, speculating that it could be created by converting Twitter to something all-encompassing or starting a new app from scratch.

Musk’s comments quickly went viral in China, with the hashtag “Musk praises WeChat” amassing more than three million views within a few hours on the microblogging platform Weibo.

Link: https://technode.com/2022/05/19/elon-musk-praises-wechat-model-as-he-discusses-plans-for-twitter/

Tencent’s Total Revenue Stays Flat, Profit Drops in Q1 Amid Regulatory and COVID Headwinds

Tencent fell short of market forecasts after posting almost flat revenue growth in the first quarter of this year ($21.2 billion in revenue versus $21.1 billion in the same period last year).

The company’s earnings for the period were RMB 26.3 billion, a 24% reduction year on year, while net margins fell to 19% from 26% the previous year.

Tencent’s worst result since its IPO in 2014 is primarily due to clients’ reduced ad spending and more competition from competitors like TikTok owner ByteDance. Despite the state signalling a softening of pressure on digital giants, the impact of regulatory crackdowns will remain since it will “take time for specific regulators to convert directly into meaningful action.”

Link: https://technode.com/2022/05/19/tencents-total-revenue-stays-flat-profit-drops-in-q1-amid-regulatory-and-covid-headwinds/

TikTok Parent Aims to Double Ecommerce Volume on China App to $240 Billion

This year, ByteDance hopes to more than double the amount of shopping done on Douyin in China to about $240 billion. ByteDance is now planning a global e-commerce development.

TikTok launched an e-commerce function, TikTok Shop, in the United Kingdom and Indonesia last year, allowing users to complete transactions within the app.

It launched the feature in Thailand, Vietnam, Malaysia, and the Philippines last month.

If TikTok’s 1 billion active monthly users embrace the buying option, ByteDance will be a serious competitor to Amazon.

Link: https://www.theinformation.com/articles/tiktok-parent-aims-to-double-e-commerce-volume-on-china-app-to-240-billion

JD Rolls Out Online-to-Offline Department Store Business with Plans for Physical Outlets

JD has introduced a new department store channel by combining numerous existing businesses from its fashion and lifestyle areas, such as apparel, cosmetics, and housewares.

In addition to online platforms, the company intends to expand the service’s offline presence by opening themed brick-and-mortar storefronts in major cities. The first will open before June 18 in Beijing, Chengdu, and Xi’an.

Link: https://technode.com/2022/05/10/jd-rolls-out-online-to-offline-department-store-business-with-plans-for-physical-outlets/

Zhihu 知乎: The Q&A platform for B2B marketing

Zhihu 知乎, which was created in 2011, is a Chinese social platform that has been compared to the western question-and-answer website ‘Quora.’ With more than 100 Million Monthly Active Users in the fourth quarter of 2021, the 36.4% year-over-year rise attests to the community’s ongoing development and potential.

Unlike Baidu Zhidao 百度知道, where the sort of content and responses are given are shorter in length, Zhihu 知乎 provides high-quality content that prioritises quality over quantity.

Even though the platform has a large user base, a larger portion of the audience exhibits unique characteristics. The majority of users are highly educated; they spend about 40 minutes each day reading the stuff submitted, and 60% are between the ages of 25 and 35.

How can you improve your visibility on Baidu?

Since Zhihu has a strong domain authority on this search engine, sharing content on Zhihu boosts your chances of appearing on Baidu SERP.

You can link your business social profiles as well as your corporate website on your Zhihu page, guiding viewers to your key communication channels.

Other features have been added to the platform throughout time. Zhihu Column 知乎专栏, for example, allows you to produce an essay on a given topic without having to attach it to a specific query. Zhihu Roundtable 知乎圆桌 allows specialists to deliver in-depth insights about a certain field of expertise, whilst Zhihu 知乎 Live allows people to interact with the company in real time.

Link: https://mp.weixin.qq.com/s/1uguDRjXl01yj0f4W5BkQQ

Balenciaga’s WeChat Campaign for China’s 520 Day

Balenciaga produced a campaign that includes a number of social activities and limited editions, all of which were available on their official website and in their physical locations. The “5:20 Video Game Hall,” a virtual arcade with pixel art and realistic audio that is now live on the company’s WeChat channel until May 20, stood out. Along with this, 520-exclusive profile images and WeChat gags were made available for free download.

The mini-games throughout the hall struck a chord with Chinese Millennials who grew up with arcade classics like Galaxian and Super Mario, and many WeChat users have already utilised the memes and profile images. Such assets serve as a virtual identity stamp, assisting the company in consolidating its digital significance and expanding its online communities.

Link: https://jingdaily.com/520-2022-balenciaga-louis-vuitton-prada/ https://www.163.com/dy/article/H7MFPPE20552U2HZ.html?f=post2020_dy_recommends

Wufangzhai Created the Cone Universe

Wufang Pictures has reopened and has officially released “The Next Stop of the Metaverse.” Not only did the brain hole fly out of the Metaverse in this blockbuster, but the copywriting made people crave it.

The short film concludes with a gloomy night, the Metaverse city with many high-rise structures, but no sign of human people. However, no matter how many worlds exist, there is no alternative to the preciousness of human people, which tickles the emotional link deep within every individual and tempts them to try that magical zongzi.

Link: https://socialbeta.com/c/11455

The WeChat Service Account Has Added a Function–No Notification

The “no notification” capability was incorporated in the most recent WeChat upgrade. To see the message non-disturbing switch, click three points in the upper right corner of the home page of each service number, and then choose “Settings” in the pop-up menu. When there is a new message in the service number after opening the message without interruption, the unread number is not displayed but is simply represented by a small red dot.

This might be bad news for the service account: because it includes a reminder function, it can remind users to read the articles on time, so increasing the amount of reading.

But it’s also good news to a certain extent: according to our experience, after each article is pushed, the account will lose some users. Maybe when the user is not disturbed by the reminder information, the user will not unfollow the account.

Link: https://mp.weixin.qq.com/s/zQtJ5RU7edeAvzFd22l2-A

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China’s Personal Information Law

April 14, 2022

On August 20, 2021, the Standing Committee of the National People’s Congress passed the Personal Information Protection Law (PIPL), which became effective on November 1, 2021.

Since its first version was revealed in October 2020, the PIPL in China has gotten a lot of attention as a basic law that is equivalent to the European Union’s General Data Protection Regulation (GDPR).

According to the PIPL, multinational businesses (MNCs) that move personal information out of the country will also be required to get data protection certification from professional institutes.

Individual consent is the primary legal basis for processing personal data under the Personal Information Protection Law. It states that personal data must be processed in accordance with the principles of legality, fairness, good faith, minimum necessity, openness, and transparency. There must be specific and justified processing purposes as well.

What Are the PIPL’s Fundamental Components?

The PIPL applies to all individuals and organizations managing the personal data of people within China’s borders, both public and private.

Notably, the PIPL broadens the scope of Personally Identified Information to Personally Identifiable Information. PII is defined as a company’s ability to create identification through profile stitching of non-identified data.

For example, a person’s purchasing habits and locations, together with other behavioral data, can be triangulated using third-party-appended data to profile the actual identified user – that is, even when their email or phone number was not collected.

In the processing of personal information, the PIPL refers to the following Basic Principles:

The principle of lawfulness, legitimacy, necessity, and good faith: Personal information processing must not be misleading, fraudulent, or coercive. Furthermore, it requires a specific purpose for information.
Clear and reasonable purpose: Information processing must be directly tied to a valid purpose, and data collecting must be limited to only that which is required for that purpose.
In the processing of personal data, transparency is essential in terms of the norms, purpose, method, and extent.
Accuracy – Information must be collected and stored in an accurate, comprehensive, and up-to-date manner.
Security – Personal information handlers must ensure that all personal information they process is secure and take all necessary precautions.

How Does the PIPL Manage User Consent?

The type of data and the intended use of that data determine how to obtain the requisite consent. If the data is classed as Sensitive Personal Information, or if it will be used for:

Operations i.e. transaction fulfillment,
Subscriptions i.e. a memberships,
Marketing, for example, sending promotional communication,
Profiling, for example, personalization. Sensitive Personal Information, as defined by the PIPL, includes a person’s specific identity and location, as well as other factors. This category includes the following types of information:

specifically designated status
religious beliefs
medical/health
biometrics
financial
personal information relating to minors under 14

Before sensitive personal information can be processed, separate consent (rather than “bulk” consent) is necessary. Furthermore, there must be a particular, essential, and reasonable reason to process the data. Companies must make protective steps to ensure the security of such data (which may require requisitioning a Personal Information Protection Impact Assessment). Also, they should inform individuals affected by the processing of such data of the need for it and how it affects their rights and interests.

PIPL Permissions

What Does This Mean for International Brands in China?

Most significantly, the PIPL eliminates the binary nature of consent. For example, a user may have agreed to market but not to profiling (which means they will no longer receive personalized adverts). Furthermore, a brand’s consent levels from the same consumer on different platforms are likely to be varied. Each platform, from WeChat to Tmall to JD, might be unique.

Brands must ensure that every activity it does in the future is consent-compliant. Everything about a transaction, everything about marketing, and everything about profiling. To ensure that any action they’re conducting is genuinely compliant, brands must check at a user’s current consent status across these three criteria.

Furthermore, obtaining maximum consent from each user is not simple. Brands that aim to obtain full express consent, including cross-border, get roughly 2% of the market.

Consent A/B testing will be required by brands to determine which consents individuals are willing to give. Consider consent in every software solution used by brands.

Personal information handlers – especially international brands with offshore headquarters – must now obtain and assess consent at a much more granular level, and consent must play a central role both in their customer interactions and tracking, as well as in their back-end data handling, ensuring security control and DSR compliance.

User Consent

Last, but not least, when asking for consent from users the following information must be highlighted:

Data receiver – is data for internal brand processing only? Does it involve a third party (third parties include brand headquarters outside of Mainland China)?
Data usage – how the data will be used? For marketing purposes or personalization content?
Data duration – how long the data will be kept precisely.
Data location – location of the content storage and additional cross-border consent.

The last point is especially important for international companies which intend to move or store the data they collect in China abroad – this will be particularly complex as it will require several steps including but not limited to registering the data transfer with the government or completing an assessment certified by a third party; implementing technical security measures to prevent foreign-government access to the data, and tracking onward transfer to other entities. Companies should think of local-based solutions first.

Conclusion

The PIPL is a major piece of legislation that has far-reaching consequences. There are parallels to the General Data Protection Regulation of the European Union.

It is vital that enterprises take the required actions to prepare for the PIPL’s implementation, as it applies to data handling activities both in China and beyond China.

If you wish to know more about the PIPL, 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 us by phone – Shanghai or Hong Kong.

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A Recap of the Latest China Updates

April 12, 2022

Meet Poizon (Dewu), China’s Latest E-commerce Platform

What it is?
Poizon is a full-fledged fashion marketplace that sells authentic designer and premium brand sneakers, garments, bags, watches, and accessories, as well as artwork. It began as a content-sharing community in 2015. The company then ventured into e-commerce and used specialised authentication. Its journey is built around two pillars: community and shopping, allowing for a closed content-to-commerce cycle.
What does it offer?
- Verification and quality inspection process for each purchase. Poizon-branded packaging, featuring an exclusive certificate of authenticity, a tamper-resistant cable tie, and custom packaging, is included with items that pass the process.
- The world’s largest AR shoe model library. Its “AR try-on” function is used by 30% of customers every day.
What makes it different?
On-site orders through purchase links in the posts, and sharing authentic experiences and styling inspirations after receiving the products. This helps accumulate brand equity and establish loyal communities.
Why does it matter?
90% of its users are Gen Zers. They are better educated, have a broader perspective, and are more concerned about quality. Poizon has established an online shopping destination as well as a virtual area in which to form emotional relationships with others, and they are motivated by the potential of the community.

Poizon, unlike other social networking platforms and e-commerce sites, is in charge of everyday operations, which are usually outsourced to third-party organisations. For brand merchants, there is no registration charge, which is a high cost on marketplaces like Tmall. And all of its marketing and advertising tools are available for free.
Bottom line: Legendary collaborations like Louis Vuitton x Supreme and Dior x Air Jordan have proved that the resale value of luxury can concentrate brand equity. Leading premium brands, however, appear unwilling to open official accounts, based on the current brand portfolio on the marketplace. A prudent approach might be a one-off collaboration.

Link: https://jingdaily.com/poizon-china-ecommerce-streetwear-resale/?utm_source=Jing+Daily+Subscriber+List&utm_campaign=03272a45fc-EMAIL_CAMPAIGN_2020_03_12_06_39_COPY_01&utm_medium=email&utm_term=0_8dec01cd8d-03272a45fc-408272405

Tips on Increasing the WeChat Article Open Rate

Leave out key information
Catchy headlines
Surprising – repeating characters or leaving extra spacing between letters
Leverage buzzwords
Relate to a common struggle
Numbers in the titles
Call out your target audience
Problem + solution
Be friendly and personable
Categorize

Link: https://mp.weixin.qq.com/s/ahD0qYcIxpW6Jd2UNq6jhQ

Xiaohongshu Wants More Male Users. It’s Using Women as Bait.

Is XHS drastically changing? Since the company has adopted a new growth strategy that prioritizes attracting more men to join the platform, many women say that they no longer feel safe and comfortable sharing their reviews.

https://www.sixthtone.com/news/1009886/chinas-instagram-wants-more-male-users.-its-using-women-as-bait

Taobao Tmall Released the Spring/Summer 2022 Fashion Trend Report. Based on Global Trends and Consumer Side Data, the Report Jointly Released Eight Spring/Summer Fashion Trends.

New Chinese style: Generation Z in China promotes design that is inspired by Chinese style and elements; at the same time, creative workers continue to produce excellent “New Chinese” products by delving deeply into the meaning of traditional cultural elements and combining them with the aesthetic concept of the new era.
The wearing style is generally made of body shapers, navel revealing styles, which accentuate the sensual and daring while integrating innocence and is influenced by the #Y2K style that has become trendy in recent seasons.
Free commuting: As working from home becomes the new normal, clothing is becoming increasingly integrated and diverse, and can be readily exchanged between office and leisure to meet the needs of many scenarios.
City Girl & Boy: Having a lockdown at home encourages individuals to engage in outside activities and get closer to nature. People are increasingly participating in outdoor recreational activities. Young people want a neutral combination, which combines leisure, sports, and other style components while displaying a basic and informal attitude and lifestyle.
Dopamine: This type of design can inspire joy and hope, restoring confidence and optimism for the future. Consumers are easily won over by design and experience that may elevate their spirits and promote optimism. Tufting’s popularity, both online and offline, is proof of this, as is the emergence of businesses like Merci Madame and Tagi, which demonstrate the trend’s market potential.
Holiday south France: go abroad vacationing still can stay only in imagination stage, “escape city plan” heat is not reduced, contracted and comfortable French country vacationing style catered to this one demand, attracted young city people with its peculiar languid, leisurely and comfortable with grace.
High-performance life: safety and security as the most basic human survival law, is now under threat, it will drive the innovation of high-tech protective materials, promote the renewal and iteration of functional protective product design, so that science and technology empower, science and technology to benefit the world, in the field of fashion with products to provide people with a safe high-performance life.
Deconstruction: As customers place a greater emphasis on environmental protection, businesses and brands must assume greater social responsibility in designing and producing environmentally sustainable products that reflect today’s consumer values. In 2023, businesses’ objective of regeneration will become a prominent innovation field, as seen by the fashion industry’s launch of regenerative series, the use of recyclable materials in product design, and the creation of individual pieces through deconstruction.

Link: http://beautyland.creativeonshow.com/ifashion/index.html

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What Is Dewu?

March 9, 2022

You probably hear a lot about RED, one of the biggest UGC (User Generated Content) platforms in China. Well, there is another one that is super popular among Chinese millennials and Gen Z, that is DEWU (得物), previously known as POIZON or Du (毒).

Shanghai Shizhuang Information Technology Co., Ltd. launched Dewu, commonly known as Poizon, an online shopping app. It is China’s largest fashion brand exchange and trading platform, including features such as evaluating the validity of fashion labels and trend sharing. Product listings, trade mechanisms, and unified delivery are all subject to strict authenticity checks.

Poizon Dewu

Dewu’s USP

The “identify first, ship later” shopping approach is Dewu’s unique selling point. Trendy shoes, fashion, watches, accessories, gaming, digital and home appliances, beauty, vehicles, and more are among the product categories. At the same time, by consistently accumulating fashion content, Dewu is becoming a trend indicator and voice for young users as a trendy lifestyle network for young people.

People can also share their impressions and discuss their purchases with other users. For example, the app boasts a thriving community of sneakerheads who discuss the latest releases on the platform. As a result, the most trending topics of discussion revolve around sneakers, fashion brands, celebrities, street culture, cars, watches, and fashion art, all of which are popular among young people.

Poizon Dewu

Growth of Dewu

Dewu App has become synonymous with “quality e-commerce”, leading the new demand for quality consumption

The Dewu platform’s total revenue in 2019 was 7 billion yuan, with sneakers accounting for the majority of that. The domestic second-hand shoe market was nearly monopolized by this app. In the same year, the app had accumulated 47 million product identifications.

In 2020, the number of identifications will have expanded dramatically, surpassing 60 million, with roughly 40 million active monthly.

According to Fan Ruan, Dewu’s MAU (Monthly Active User) hit 81 million in May 2021, representing an increase of 8% month over month.

Key User of Dewu

The structure and demographics of Dewu’s DAUs (Daily Active Users) is very interesting as the ratio of male to female users on Dewu is 52:48. This is in stark contrast to RED, which has a predominantly female user base.

Dewu has a sizable percentage of young customers. The post-90s generation accounts for more than 75% of the total. These young people are the driving force behind online consumption and the architects of the new online economy’s future development. They consume with strong personal qualities. They are not only open to trying new products, but they are also more willing to share their consumer experiences with others and strive for a positive consumer experience.

When it comes to China, 61% of Gen Z is looking for brands that will set them apart. As a result, Dewu is a platform that assists Gen Z in meeting its needs.

Why do more and more brands choose Dewu(得物）？

Dewu’s app store ranking has been in the top ten for quite some time. Dewu has now become a “platform level” product, based on the IOS store rankings and the average daily downloads of more than 100000 users. Because of that, Dewu is attracting an increasing number of companies and service providers.

At present, more than 5,000 brands have settled in, mostly fashion wear brands and high-end brands, such as sports brands Adidas, luxury brands such as Coach, Michael Kors, Armani, and so on.

The reason why high-end brands choose Dewu is mainly due to the following two points:

The user group and consumer demand are expanding.
The consumer demand of users grows as user groups expand: male users are interested in shoes, watches, accessories, and men’s apparel; female users look for more women’s clothing, beauty makeup, and skincare goods, among other things. There is space for brand development due to consumer demand.

At the same time, the “post-90s” account for more than 80% of property users, according to the most recent government statistics. Young people are the target audience for high-end brands.
The content community system is also good for the brand.
The platform will guide customers to consistently develop high-quality content in Dewu’s content community system. When producing news on Dewu, for example, the platform will provide “high-quality strategic advice” to help people write high-quality news.

Dewu’s current content community, like Xiaohongshu’s, is in UGC mode, with many KOL and MCN institutions settling in. According to official public data, Dewu collaborated with approximately 100 MCN institutions in the first half of 2021.

Incentive for brands

The platform offers a number of benefits that attract top businesses to collaborate with the platform. They are as follows:

Discounted pricing for businesses (Lower cost and faster shipment)
The user interface is simple (high-speed operation)
Service of operation (New product launches, operation guidance, marketing activities, community promotions)
Customer service from a single merchant (Efficient response, fast payment)

Poizon Dewu

Step-by-Step Process on Becoming a Seller on Dewu

The registration process for sellers is similar to that of other Chinese e-commerce platforms. There are various steps to it.

Step 1: Create an account and log in.

Register the personal user account for the platform
Create a password for your account
Go to the merchant’s registration page, select “I want to enter,” and read the instructions.

Step 2: Fill in the information

Complete the company and brand information, and then submit your qualifications.
Next, verify the accuracy of the information before submitting it for evaluation.

Step 3: Wait for the review

Within 7 working days, you will receive a response.
Check the status of the review, make any necessary changes, or move on to the next step.
Confirm the merchant’s agreement to participate.

Step 4: Make a deposit.

Go to merchant login backstage
Then make payment via online deposit or upload bank account details.

Conclusion

Dewu is a second-hand marketplace with strict anti-counterfeiting measures in place. Consumers are protected by these procedures, which provide them with psychological security by preventing them from spending money until the products have passed an authenticity check.

The platform is great for high-end, limited-edition items. Things such as co-branded items, luxury items, and collectors’ items are some examples.

The platform also provides room for budding Chinese brands, making it an excellent starting point for those wishing to establish a brand in China.

Are you looking for setting up an e-commerce business on Dewu? Please get in touch with our team. We apply our knowledge and experience to assist businesses in forming meaningful connections and expanding their consumer base in China. For additional information, please contact us by phone – Shanghai or Hong Kong

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The Week’s Update In China

February 23, 2022

Alibaba goes after JD’s direct retail model with new e-commerce app:

It is establishing a new online platform that will follow the direct sales strategy of rival JD’s. Maoxiang, the new platform’s name, will first focus on consumer electronics.

Why it matters:

Alibaba is trying out different models to boost business growth amid weakening consumer spending, intensifying competition, and tightening regulations.

Details:

Maoxiang will adopt a direct retail model. The online platform can sell branded merchandise directly to consumers, having more control over sourcing, quality, storage, delivery, and after-sales.

For starters, the platform will focus on selling consumer electronics products, big-ticket items that JD also focused on during its early days. SF Express and Danniao Logistics are possible couriers for the service to ensure next-day doorstep delivery.

Link: https://technode.com/2022/02/18/alibaba-goes-after-jds-direct-retail-model-with-new-e-commerce-app/

Chinese otome games mark Valentine’s Day with fresh female content

Chinese female-oriented online games released new content to celebrate Valentine’s Day and attract new players.

Why it matters:

Otome (Japanese for “maiden”) games are primarily role-playing games aimed at female gamers (RPG). These online games pander to the emotional demands of female gamers by giving a variety of love fantasies. For these game designers, Valentine’s Day has become the most popular annual event.

Details:

Eight out of the top 10 otome games listed on TapTap, a game review platform and player community, released special content for Valentine’s Day.

For example, I Should Be a Rich Lady, the most downloaded otome game in Apple’s Chinese app store, unveiled Valentine’s Day contest on Feb. 10. Players are asked to vote for their favourite romantic characters. The game maker, Tomato Games, produced customized stickers for the winning character based on the votes. The game’s app ranks fourth overall in Apple’s RPG category.

Mr Love: Queen’s Choice, produced by Papergames, also released an update, adding more holiday plots and scenes. Players have the chance to win cash and other game content rewards (in Chinese) during the time-limited update.

Link: https://technode.com/2022/02/14/chinese-otome-mobile-games-mark-valentines-day-with-fresh-female-content-mr-love/

How fashion can leverage blind box marketing in China

Blind boxes have grown into a massive industry that is expected to be worth 30 billion yuan ($4.6 billion) by 2024. Many Chinese consumers enjoy unexpected content, which fashion firms may use to create interesting narratives.

The problem is figuring out how to make blind box marketing work for fashion and luxury firms. Lanvin, which developed a blind box lottery on its Wechat mini programme for Chinese Valentine’s Day in August, is one luxury brand that has previously tried the waters.

Lanvin, a Chinese company controlled by Fosun International, set a low threshold for entrance into their Chinese Valentine’s Day lottery last August. To participate, participants simply had to pay 200 yuan. Team or group games might be played, garnering 50,000 players in a month and five-folding Lanvin’s Wechat views.

Link: https://www.voguebusiness.com/consumers/how-fashion-can-leverage-blind-box-marketing-in-china

Beauty in 2021: Trends, Observations, and KOL+KOC Marketing

Competition between domestic brands, both old and new, is increasing, as is competition between domestic brands and foreign brands. Limited collections and interesting brand ambassadors are used by brands to captivate consumers.

Men’s make-up, body care, and other beauty and skincare categories grew by triple digits, with male perfume consumption increasing threefold in four years.

Link: https://mp.weixin.qq.com/s/BXK4dLCsxNdAI9imxLj0LA

Why do more and more brands choose Dewu(得物）？

The ranking of Dewu in the IOS app store has been in the top 10 of the app store for a long time. Judging from the IOS store rankings and the average daily downloads of more than 100000 users, Dewu has now become a “platform level” product. More and more brands and service providers have begun to invest Dewu.

At present, more than 5000 brands have settled in, mostly fashion wear” brands and high-end brands, such as sports brands Adidas, luxury brands ascoach, Michael Kors, Armani, and so on.

The reason why high-end brands choose Dewu is mainly due to the following two points:

The user group and consumer demand are expanding.
The consumer demand of users grows as user groups expand: some guys are interested in shoes, watches, accessories, and men’s apparel; girls require women’s clothing, beauty makeup, and skincare goods, among other things. There is space for brand development due to consumer demand.

At the same time, the “post-90s” account for more than 80% of property users, according to the most recent government statistics. Young people are the target audience for high-end brands.
Second, the content community system is also good for the brand.
The platform will guide customers to consistently develop high-quality content in Dewu’s content community system. When producing news on Dewu, for example, the platform will provide “high-quality strategic advice” to help people write high-quality news.

Dewu’s current content community, like Xiaohongshu’s, is in UGC mode, with many KOL and MCN institutions settling in. According to official public data, Dewu collaborated with approximately 100 MCN institutions in the first half of 2021.

Link: https://mp.weixin.qq.com/s/0xP54EO37NE3K3kUPW7hEQ

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