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

December 6, 2023

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

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

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

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

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

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

 

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

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

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

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

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

 

3.Virtual bling takes over Chinese social media

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

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

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

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

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

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

 

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

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

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

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

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

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

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

 

5.WeChat Index Adds Live-streaming as Data Source

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

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

The following changes are expected to be observed: 

-The index number of keywords will increase.

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

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


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

 

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

Luxury Brands Adapt to Consumer Behaviour:

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

Trends and AI Integration:

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

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

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

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

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

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

 

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

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

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

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

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

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

November 9, 2023

1.WeChat added recommended attention traffic entry

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

 

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

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

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

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

 

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

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

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

 

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

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

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

 

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

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

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

 

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

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

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

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

October 31, 2023

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

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

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

 

Ctrip introduces a feature for booking restaurants abroad.

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

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

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

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

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

 

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

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

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

 

Internet addiction: China rolls out most comprehensive regulations yet

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

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

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

October 16, 2023

 

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

 

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

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

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

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

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

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

 

 

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

 

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

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

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

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

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

 

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

 

 

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

Social media effects that are viral

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

 

Lost in translation

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

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

 

Celebrity collateral damage

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

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

 

Consumerism and culture: Ambassadorships and brands 

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

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

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

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

 

 

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

 

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

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

 

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

 

 

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

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

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

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

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Delving into the Chinese Market: Recent Advancements

August 28, 2023

  1. As people spend less on real estate and more on travel, tourism in China to grow faster than its GDP

  • The tourism industry, hit hard during the pandemic, has emerged as a rare bright spot since the country reopened its border in December.
  • For the whole year, domestic tourist traffic is expected to reach an estimated 4.5 billion, roughly 76 per cent of the levels in 2019.
  • The surge in earnings was mostly attributed to domestic consumption, with overseas travel by Chinese tourists recovering only to 40 or 50 per cent as airline capacity hasn’t fully recovered (international airline seat capacity only recovered to around 37 per cent of pre-Covid levels by April this year).
  • Still, mainland China is the world’s largest outbound travel market, both in terms of the number of trips and total spending.
  • One of the most important [consumption] trends is that big-ticket and mid-market purchases are becoming more limited.
  • People are switching their spending habits from buying expensive products to paying for experience-type consumption.

Link: https://www.scmp.com/tech/big-tech/article/3232185/chinas-tourism-grow-faster-its-gdp-people-spend-less-property-more-travel-tongcheng-executive-says

 

  1. Xiaohongshu finds success with soft-sell approach, increases focus on livestreamed e-commerce: report

  • The number of brand merchants selling on Xiaohongshu more than doubled from March to May this year compared to a year earlier.
  • While safeguarding its community content ecosystem remains a priority, Xiaohongshu has kept a quiet eye on the evolving e-commerce arena in recent years. The platform had elevated livestreaming operations to a standalone division, a move that centralized the oversight of live streamed content and e-commerce activities.
  • Promoting purchases through high-quality posts and live streamed content seems to be a more fitting growth model for Xiaohongshu’s e-commerce effort.
  • Xiaohongshu places less emphasis on fan numbers when seeking hosts, but instead appreciates those with aesthetic sensibilities or professional capabilities in certain fields.

Link: https://technode.com/2023/08/23/xiaohongshu-finds-success-with-soft-sell-approach-increases-focus-on-livestreamed-e-commerce-report/

 

  1. Taobao to arm apparel retailers with AI technologies

  • Alibaba-owned e-commerce platform Taobao has unveiled two AI-powered tools: “AI-assisted outfit pairing” and “AI fitting room” designed for its apparel merchants. The announcement was made at the 2023 Taobao Fashion New Force Week Press Conference which was held in Hangzhou on 10 August.
  • On top of revealing the seven 2023 Autumn/Winter fashion trends, which are “Sweetheart Barbie Style, New Vintage, New Chinese Clothing, Fashionable Bookworm, Lightweight Outdoors, Street Dopamine, and Quiet Luxury Style”, Taobao also introduced three schemes that will aim to drive growth for retailers in the fashion clothing sector.

Link: https://daoinsights.com/news/taobao-to-arm-apparel-retailers-with-ai-technologies/

 

  1. Are love-themed shopping festivals losing their appeal in China?

  • Baidu search results show Qixi-related searches during the pre-festival run-up period declined to almost half of last year’s volume
  • Given Qixi’s importance in previous years, however, the major decline in searches remains significant. In 2022 , Qixi was the fourth “hottest” marketing festival.
  • When taken together with recent data from Valentine’s Day and 520 (May 20, “Internet Valentine’s Day”), the dip in Qixi buzz this year could indicate a larger decline in the popularity of the “romance economy” among Chinese consumers. 
  • It is too early to tell if this year’s figures indicate the beginning of a long-term shift in the importance of love-themed shopping festivals, though waning enthusiasm for shopping festivals certainly fits the post-pandemic phenomenon of sustained rational consumption.

Link: https://daoinsights.com/news/are-love-themed-shopping-festivals-losing-their-allure-in-china/

 

  1. Douyin: 2023 Travel Industry White Paper

  • Short video platform Douyin (the Chinese version of TikTok) released a report this June, looking at trends in travel content and users who are interested in travel, in the first three months of 2023
  • In the first three months of 2023, Douyin saw an increase in searches for travel-related content of more than 300%, compared to the same period one year earlier. The number of travel KOLs on the platform also increased significantly year on year
  • According to the report, 407 million Douyin users are interested in travel, a year-on-year increase of 13%. The majority are women, with millennials accounting for the largest demographic, followed closely by Gen-X. Previously, Douyin was known as a platform with a particularly high post-90s user base, so it’s interesting to see how broad the age range of users is now, as it relates to travel
  • Among the top 10 travel destinations by search volume in Q1 2023, the only one outside of China is Iceland

Link: https://dragontrail.com.cn/resources/blog/douyin-2023-travel-white-paper?mc_cid=a3698cb19a 

 

  1. Japan bets on WeChat to hook Chinese tourists

  • As Japan’s inbound tourism continues to fall short of pre-pandemic levels, the Japan National Tourism Organisation (JNTO) is seeking a new way to generate interest among its main group of visitors.
  • Japan launched a new mini-program called 观美日本(“Appreciate Beautiful Japan”) which functions as a mobile catalog of products and experiences available in Japan, displayed in a vertical feed with images as the focus, similar to an Instagram or Xiaohongshu feed.

Link: https://daoinsights.com/news/japan-bets-on-wechat-to-hook-chinese-tourists/ 

 

  1. An A to Z guide to China’s ‘core’ fashion trends

  • American retrocore, a distinctly American aesthetic has taken off in China, and it’s giving “popular kid on campus” vibes.
  • Asian baby girl, false eyelashes, dyed hair, tattoos, and rave clothing are the hallmarks of the ABG look. the aesthetic has grown into a global subtrend, with the hashtags “ABG girl” and “ABG makeup” (#ABG女孩 and #亚裔辣妹妆) on Xiaohongshu accumulating over 7.2 million views and 230 million views, respectively. 
  • Barbiecore, on Xiaohongshu, the hashtags “Barbie outfits” (#芭比穿搭) and “Barbie makeup” (#芭比妆) have 21 million and 10 million views, respectively. More here. 
  • Cleanfit, Similar to city boy, the cleanfit trend also relies on muted colors and minimalist designs. Dopamine dressing, As its name suggests, this trend is all about boosting one’s mood through bright, fun apparel. R
  • French girl, Chinese fashionistas fatigued by lockdowns or simply yearning to be transported to the city of love have turned to retro, floral dresses for comfort. 
  • New Chinese style, Chinese fashionistas are also putting their own aesthetic on the world stage, giving traditional cultural clothing a modern twist. 

Link: https://jingdaily.com/gen-z-core-fashion-trend-guide/ 

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WeChat: Navigating Professional Networking Beyond Borders

August 24, 2023

In the realm of professional networking, the emergence of WeChat as a alternative to LinkedIn in China warrants a closer examination. This shift reflects not only the distinctive characteristics of each platform but also the unique landscape within which they operate. As aspiring professionals and seasoned experts seek avenues to foster meaningful connections and career growth, the insight into this phenomenon becomes essential.

LinkedIn and its Limited Footing in China

LinkedIn, the globally recognized professional networking giant, has experienced a contrasting reception in China compared to its stronghold in the Western world. It’s crucial to recognize that LinkedIn never gained the same level of popularity among professionals in China as it did elsewhere. The intricate interplay between cultural preferences, local networking norms, and governmental regulations has shaped this distinct dynamic. In addition, China’s authorities have intermittently restricted access to LinkedIn, rendering it a less accessible option for professionals seeking to build connections and explore job opportunities. 

In 2021, LinkedIn announced that it won’t support user-generated content and user interactions on its Chinese version. Consequently shutting down all networking functionalities of the platform. These changes resulted in LinkedIn China transforming into InCareer – a job board website. Due to the platform difficulties in the local market, InCareer shut down in August 2023.

🔍 Top 5 alternatives for LinkedIn in China you need to know now

 

WeChat’s Emergence as an Alternative

Against this backdrop, WeChat, the multifaceted social media platform created by Tencent, has risen as a compelling alternative for professional networking in China. Several factors have contributed to WeChat’s ascendancy in this sphere. WeChat boasts a substantially larger user base in China compared to LinkedIn, thereby offering professionals a more expansive network to tap into. This inherently larger community fuels interactions, conversations, and the sharing of industry insights, creating an ecosystem conducive to networking.

Firstly, one of WeChat’s defining strengths lies in its diverse array of features tailored to professional networking. Individuals can join specialized WeChat groups aligned with their industry or interests, fostering connections and knowledge exchange. Secondly, WeChat has integrated a job search function within its platform. It’s efficiently facilitates direct job applications and making the process more streamlined.

Moreover, WeChat’s emphasis on mobile integration aligns seamlessly with the dynamic lifestyle of professionals in China. This mobile-centric approach allows users to connect, engage, and nurture relationships. All of that on the move, without being tethered to a traditional desktop platform. 

 

Crafting a Robust Networking Ecosystem

Most of interaction, both personal and professional, takes place on WeChat. Therefore this shift toward WeChat as a primary platform for professional networking underscores the platform’s versatility and adaptability. For aspiring professionals and seasoned experts alike, nurturing an effective networking ecosystem entails a strategic approach. 

In a professional environment, it’s natural that business partners will add each other on WeChat. More and more often this includes WeCom previously known as WeChat Work. In a world perpetually in motion, WeChat’s mobile-centric model resonates with the fast-paced nature of professional endeavors. Fostering connections through brief interactions, quick updates, and timely responses can be instrumental in maintaining a robust network.

💼 WeCom: The Essential Chinese Business Communication Tool for the Online Era

 

Leverage WeChat Groups

WeChat’s group feature transcends conventional networking by allowing professionals to immerse themselves in specialized communities. Engaging in relevant groups can provide insights, spark discussions, and lead to valuable connections. Navigating this landscape requires a discerning eye to identify groups that align with one’s career trajectory and aspirations.

🤝 WeChat with its different function is a great tool for B2B lead generation

 

Capitalize on Job Search Functionality

Last but not least, WeChat’s embedded job search feature merits exploration. It exemplifies the convergence of networking and career advancement within a single platform. Job seekers can navigate openings, apply seamlessly, and potentially expedite their journey toward new opportunities.

 

Navigating the Landscape

While LinkedIn remains a pivotal player in professional networking globally, the WeChat phenomenon in China provides a valuable lesson in adaptability and embracing platforms that align with the local landscape. As professionals seek to cultivate meaningful connections and unlock new horizons, understanding the nuances of these platforms becomes paramount. As a result, it is imperative to impart the wisdom of informed decision-making and recognize that different environments demand tailored strategies. In this ever-evolving landscape, the path to success lies in the harmonious interplay of platform functionality, cultural dynamics, and individual aspirations.

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Exploring China’s Market: The Latest Updates

August 14, 2023

1. LinkedIn announced its decision to discontinue InCareer in China: 

  • Effective August 9, the decision was attributed to the fierce competition and challenging macroeconomic climate in the Chinese market, the firm stated. 
  • LinkedIn introduced the InCareer app for the Chinese market in December 2022. 
  • As of March of this year, InCareer had approximately 95,9600 monthly active users (MAUs), while its competitors 51 Job and Boss boasted 18.5 million MAUs and 17.3 million MAUs, respectively.
  • LinkedIn had previously expressed its intention to shift its strategic focus in the Chinese market toward assisting Chinese companies with overseas talent recruitment, brand marketing, and skill training.

https://www.ithome.com/0/711/201.htm

 

2. The Chinese short video platform Kuaishou showcased a new AIGC solution and AIGC digital human product called Kuaishou Zhibo:

  • The head of Kuaishou’s AI business highlighted that the AIGC solution is built upon Kuaishou’s self-developed foundational large language model. 
  • It will help creators in the generation of text, images, music, videos, and 3D works by providing them with inspiration, creative materials, and intelligent production services.
  • The company is developing technologies such as text-to-image creation, AI-supported cameras, and intelligent video scripting for its portrait camera app Yitian Camera, and its video editing app Kuaiying.

https://www.36kr.com/newsflashes/2381837287157001

 

3. Guochao brew: China’s Gen Z craves a cup of ‘Chinese-style’ coffee

  • More cafés have created a distinctly Chinese atmosphere by incorporating traditional architecture, such as a courtyard, decorating their interiors with antique furniture, and serving drinks in Gaiwans. 
  • They serve as popular spots for dates, chats, studying, and business meetings.
  • The localization goes beyond store aesthetics to infuse Chinese elements into the taste and preparation methods of the coffee as well. 
  • Because these specific product launches rely heavily on novelty, the buzz is often artificial and temporary. 
  • However, Guochao — or the integration of traditional Chinese elements in contemporary life — is no passing phase or gimmick.

https://jingdaily.com/chinese-style-coffee-guochao-gen-z/

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Latest News on China’s Market

August 7, 2023

1. Estée Lauder taps Asia’s male beauty market with Manchester United partnership

  • Beauty and skincare giant Estée Lauder has inked an exclusive partnership deal with Manchester United in hopes of tapping the club’s fans in China and the Asia Pacific region.

  • In China alone, the men’s beauty market was projected to surpass $10 billion in 2022 and could reach $33.4 billion (240 billion RMB) by 2027.

  • Most male consumers may be relatively new to the skincare game, especially when it comes to premium products.

  • In the first half of 2023, the GMV of men’s makeup on Douyin surged by 364.6 percent year-on-year. With this market being especially open to beauty and grooming, we’d bet that a clever campaign could work wonders.

LINK: https://jingdaily.com/estee-lauder-manchester-united-collab-male-beauty/

 

2. Male beauty’s next growth engine: Douyin

  • In the first half of 2023, the gross merchandise value (GMV) of men’s makeup sold via Douyin surged 365 percent year on year – Tmall and Taobao combined achieved 6.7 percent growth in the same period.

  • Chinese male beauty brands are quickly expanding on the short video app. Domestic labels claimed seven spots on Douyin’s top 10 best-selling mens’ skin care list, whereas international brands took three places.

  • Male skincare buyers’ profiles: Last year, 70 percent of men’s beauty purchases were made by women, according to a 2022 report from Xiaohongshu. But male buyers have caught up, now accounting for half of male cosmetics purchasers on Douyin.

  • The average age of the male makeup user is between 18 and 30 with an average price of $9.7 (69.2 RMB), significantly lower than on other platforms like Tmall and JD.com.

  • Cooperating with KOLs has proven to be a quick and effective strategy for businesses that want to scale up brand awareness. These influencers are crucial for spreading knowledge about beauty routines.

LINK: https://jingdaily.com/male-beautys-next-growth-engine-douyin/

 

3. McKinsey: Chinese consumers, brands ‘cautiously optimistic’ on tourism and spending

  • Chinese consumers are looking for better deals and sales across platforms like Douyin and Pinduoduo, where products are often sold for “half or less” than on more established competitor shopping apps.

  • McKinsey found that while many remained loyal to their favorite brands, 47 percent of respondents reported switching retailers to obtain a “lower price/discount.”

  • Travel, restaurants and apparel were the top categories consumers were spending on, the survey revealed.

  • However, international travel in June was still 58 percent lower than pre-pandemic levels, though the number of outbound flights from China is “rising rapidly.”

LINK: https://jingdaily.com/mckinsey-report-cautiously-optimistic-tourism-spending/

 

4. China ecological transition: a green revolution led by consumers

  • Keeping balance between satisfying the demand of country’s market, while preserving sustainable standards is challenging

  • Chinese consumers are demonstrating a higher attention to environmental issues compared to the previous years, this trend being reflected in several factors, from carbon emissions to locally produced goods.

  • In this sense, the pandemic has represented a turning point for the development of this trend inside consumer’s mindset, many of which are now willing to pay more for environmentally friendly products.

  • Case study of KFC:  Thanks to “Exploring Carbon Reduction” and “The Journey to Carbon Neutrality” initiatives, introduced in their super App, KFC carried out a green rewards program that encourages consumers to not use disposable cutlery, favor in-store pickup, engage in waste sorting, etc.

LINK: https://mp.weixin.qq.com/s/HBf_m9WBZ2izfmQNFgOlvg

 

5. Pink burgers, platform Crocs and Malibu dream houses: Barbie’s global collab craze

  • Resale site StockX reported to Jing Daily it had seen more sales of Barbie products in July 2023 than any other month in the company’s history, double sales in July 2022.

  • Among so many names jumping onboard, from Vans, Kipling and Gap, to Pacsun and Nyx, one breaking through the Barbie collaboration noise online is Zara. The Spanish retailer launched a collection on July 21 (the movie release date) inspired by the fashion seen on screen, including a gingham dress, silk pajamas, and other clothing and accessories items

  • Though Zara, Vans, Nike’s Dunk Low sneaker, and Chanel’s themed efforts with the movie all made their way onto social media in China, the clothing and accessories collection from local fashion brand D’izzit is trending in the mainland.

  • Barbie mania is reaching all corners of commerce, from fashion all the way through to luxury hospitality. The W Hotel in Osaka, Japan, is one that’s proven a hit among netizens.

  • Thanks to Barbie nostalgia being at an all-time high, the IP’s pulling power feels unbeatable. Some consumers might be all pinked out, but this is definitely not the end of Barbiecore.

LINK: https://jingdaily.com/barbies-global-collab-craze/

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

August 2, 2023

 

  1. 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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China Marketing Strategy: One Size Doesn’t Fit All

June 16, 2022

China’s marketing strategy is a minefield. If you want to build a brand in the Chinese market, you need to know how to navigate it. 

Entering the Chinese market is not only intimidating for the newcomers but also for existing businesses. Rapidly changing tastes, the market’s vastness, and nuanced preferences of more than 1.4 billion consumers living in very differentiated geographic and socio-cultural environments can be daunting for well-established players as well.

This is especially true for FMCG that are hyper-sensitive to consumers’ evolving tastes. That’s why often there is no such thing as a one-size-fits-all marketing strategy in China. Actually having one monolith strategy for China can be more harmful than having no strategy at all. 

Brands must develop strategies for localized branding, communication, e-commerce, and traditional distribution in order to build a good business in China. These will necessitate a thorough awareness of consumer patterns and profiles, as well as familiarity with local marketing and operations. Otherwise, they will be unable to respond effectively to consumer desires and needs, increasing the danger of failing.

Why Is It Necessary to Localize?

The main point is that it’s easy for brands to assume that Chinese consumers are one homogeneous group of people with identical tastes and preferences. Also, most brands tend to focus on consumers based in China’s 1st tier cities like Shanghai or Beijing. 

The Chinese city tier system is an unofficial hierarchical classification of Chinese cities. Media often use it as a point of reference to illustrate their financial, commercial, and overall business attractiveness. Usually, there are 5 levels of so-called tiers with some outlets adding an additional classification for the most rapidly developing cities. These are called New Tier 1 cities with Chengdu, Chongqing, Hangzhou, Wuhan, Nanjing, and Tianjin among them. Only imagine that there are almost 150 cities in China that are bigger than Berlin (3.5 million). 

Every target audience has diverse needs and aspirations, and firms that don’t have a defined marketing plan will waste company resources chasing the incorrect demographics.

It’s a big misconception that consumers in those 2nd or 3rd-tier cities are the same as consumers in Shanghai or Beijing. A lot of reports on Chinese consumers often focus on the population samples from the biggest cities leaving the intricacies and local differences out of sight. People living in different Chinese provinces and locations will show different consumer behaviors and have varied income levels. Very often even the climate or weather patterns can play a big factor in their consumption habits.

KFC Pizza Hut McDonalds China

Examples of global fast-food chains adapting to local tastes: Mcdonalds’ pickle sandwich, KFC’s egg tarts, and durian pizza from Pizza Hut

Local Nuances

Just to give you an example, and of course, these are just exaggerations. E.g. Chengdu youth scene is famous for being among the most flourishing in China while people from Wuxi, an over 6 million people city near Shanghai, are renowned for their entrepreneurship spirit. Based on deeper research and local knowledge you can find a lot of nuances and specific interests that you can leverage in your brand communication, packaging, and pricing that will ultimately make a difference. 

So when you’re trying to figure out how to make your retail experience more Chinese-friendly, the first step is figuring out who exactly you’re trying to attract—and then how best to reach them. Some brands might find success by hiring local employees who speak the dialects of their target market(s) fluently. They can often offer their own personal recommendations; others might do better by partnering with influencers who already have strong followings among those groups of people. Surveys and local focus groups can also be of great help.

Competitors in the biggest Chinese cities are fierce and the market is well saturated with all kinds of goods readily available. Therefore brands now want to expand their reach and deepen their penetration of the Chinese market. Because of a lack of understanding and applying the same strategies that worked in the biggest Chinese coastal cities, foreign brands often fail and are reluctant to continue their expansion which doesn’t need to be the case. 

How to Localize – Things to Consider

Because of the local differences, you might rethink:

  • Brand message – is there some other unique selling point that could be more appealing to the local target audience?
  • Packaging – is the design and size suitable for local needs? Maybe the locals prefer smaller packages to have a try of the product?
  • Ingredients – can you add some local ingredients to make your product more appealing to the local palates?
  • Necessity – is your product adapted or even needed in the targeted location? Promoting stylish rain boots makes sense during the Shanghai rain season. However not so in Beijing where summers are usually hot and dry. 
  • Pricing – is the price too low or too high?
  • And more to consider. 

Strategy for China – Conclusions

Each country, market, demography, and way of life are distinct; it is the marketer’s responsibility to customize messaging and techniques to these diverse local trends. By recognizing these patterns and the economic, social, and technical influences that influence the Chinese customers, brands in China can better prepare for the future and succeed in the present. 

➡️Find out more about China’s core target consumer groups – Generation Z and Silver Generation.

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

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