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

January 22, 2024

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

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

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

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

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

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

 

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

 

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

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

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

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

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

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

 

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

3. Impressive campaign ideas in 2024

  • Cui Jian’s Concert: Egg

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

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

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

  • Mengniu: 2024 “Unreasonable” blessings

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

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

 

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

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

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

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

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

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

5. Top Chinese livestreamers are flocking to overseas TikToK

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

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

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

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

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

 

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

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

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

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

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

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

7. Inventory of China Mobile Internet “Dark Horses”

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

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

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

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

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

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

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

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

January 16, 2024

1.Maths professor recognised as top content creator by Bilibili

  • Mathematics professor Song Hao gains fame on China’s Bilibili platform, akin to YouTube.

  • He got 7.2 million subscribers and 140 million views on certain videos, but recognition as one of Bilibili’s Top 100 Channels of 2023 is attributed to his “Longest Viewing Time.”

  • Hao’s award reflects the highest cumulative hours of viewing since 2021, emphasizing Bilibili’s unique approach to honoring creators based on expertise, influence, and innovation.

  • Bilibili intentionally rewards creators with clear specialist content areas, aiming to distinguish itself from platforms with generic content such as Douyin.

LINK:

https://daoinsights.com/news/maths-professor-recognised-as-top-content-creator-by-bilibili/

https://mp.weixin.qq.com/s/p7Vacoa9aTscYRFNKD4bqw

 

2.China’s Gen Z wants ‘lazy health,’ budget lifestyle trends in 2024

Whether it is due to an intensive work schedule, geographical distance, or social isolation, China’s Gen Zers are experiencing a so-called “friendship recession.” Their shopping habits and hobbies have evolved in response to mounting social and economic pressures. Below are five of the key trending terms on the platform that capture Gen Z users’ mentality entering the new year.

 

  • Self-love (自恋浪漫主义):

Young Chinese are learning to embrace their flaws and live on their own terms.

  • Value-for-money lifestyle (性价比生活):

Chinese young consumers are adopting a more rational approach to their consumption.

  • Lazy health (懒系健康):

Young people are opting for low-cost and low-effort methods to maintain their well-being.

  • Stress-relief worship (释压崇拜):

Young workers have been relieving their stress by volunteering or meditating at temples.

  • Rebuilding neighborhoods (重构“多维”附近):

As Chinese youth experience isolation in urban environments, there’s a growing desire to seek connections within the community and build relationships with their neighborhood.

LINK: https://jingdaily.com/posts/china-gen-z-lifestyle-trends-soul-2024

 

3.Tsingtao brews up new ice cream sub-brand

  • The Chinese beer brewery Tsingtao has just dropped a beer-flavoured ice cream. At the helm of the product launch is Tsingtao World, China’s first beer museum situated in the company’s birthplace in Qingdao’s Old Town.

  • Tsingtao World has been developing beer-flavoured ice cream for 10 years and has even been selling it on-site for some time. Now they finally going to be rolled out nationwide under the new brand name Pi Ka Bing “啤咔冰”,

  • There are also a pair of sweet, fruity twists to the main ice cream flavours, like Original Beer with Vanilla and Buttermilk and White Beer with Cherry Blossom and White Peach.

LINK: https://daoinsights.com/news/tsingtao-brews-up-new-ice-cream-sub-brand/

4.Michelle Yeoh stars in a Chinese New Year short film for Lululemon

  • Academy Award-winning actress Michelle Yeoh joins eight Wing Chun dancers to herald the arrival of the Spring season in Lululemon’s short film, Be Spring.

  • The film celebrates the arrival of Spring through the concept of wellbeing, encouraging everyone to find their eternal spring in their everyday lives.

  • The 61-year-old star and the Wing Chun dancers are clad in Lululemon’s Lunar New Year capsule collection that draws inspiration from dragon scales, a timely nod to the year of the dragon.

  • This campaign gained great popularity on China’s social media like RED, where Lululemon surged on the top when searching for Michelle Yeoh.

  • This campaign also received waves of positive reactions from social media users, it shows lululemons focuses on Chinese kungfu culture.

LINK: https://cnalifestyle.channelnewsasia.com/style-beauty/michelle-yeoh-lululemon-chinese-new-year-382926

5.What is the ‘Metallic Girl’ fashion trend in China?

  • Metallic Girl (五金女孩) refers to women who adopt a metallic aesthetic, and in less than three weeks, this trend has garnered 2.2 billion views on Douyin and 22 million views on Xiaohongshu. It has also claimed the top spot in eight Douyin hot topic rankings so far.

  • Incorporating elements such as patent leather, glitter, sequins, glossy satin, golden eyeshadows, or anything with a metallic or shiny quality — Metallic Girl brings a touch of brightness to the normally dull and muted fall wardrobe, aiming to elevate both the outfit and the wearer’s mood.

  • What makes China’s Metallic Girl fashion trend distinctive is its origin; it’s not an organic phenomenon, but rather a trend manufactured by Douyin E-commerce to generate original content and attract more traffic to its platform.

LINK: https://jingdaily.com/posts/what-is-metallic-girl-fashion-trend-china

6.The total value of goods sold through WeChat’s video Channels nearly tripled year-on-year in 2023

  • The total value of goods sold through WeChat’s TikTok-like service nearly tripled year-on-year in 2023

  • the key figure was revealed at WeChat’s annual flagship event, but creator of the all-in-one app, Allen Zhang, was absent from the event again for three years and director-level executives also haven’t attend this year.

  • Tencent did not disclose absolute figures. Livestreaming e-commerce orders completed on Channels, WeChat’s in-app short video feature launched in 2020, increased by over 244%, the company said.

  • Tencent allowed content creators to charge viewers for watching certain videos last year, and has now expanded that to allow creators with at least 10,000 followers to set up members-only areas, where they post content only for paid subscribers.

LINK: https://www.yicai.com/news/101954484.html

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

January 8, 2024

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

  • Douyin, TikTok’s sister app in China, released a list of ‘hot words’ from their Douyin Knowledge community.

  • Douyin Knowledge is a community dedicated to educational and popular science content. This year, they compiled a list of 15 keywords that were most frequently asked, explained, and discussed on Douyin.

  • Some of these words are very science or sector-specific, while others have a wider appeal to people’s interests. The topics suggest that people want to learn more about these ideas.

    • City marketing and city-based marketing, ChatGPT and AI, Self-driving cars, Mixed reality, Co-brandings, Self-love…

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

 

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

  • Chinese consumers are no longer focusing just on facial skincare, but grooming themselves from head to toe. Body skincare has become a symbol of self-love for sophisticated young Chinese consumers.

  • From May 2022 to April 2023, the sales of body care products on Tmall and Taobao exceeded 7.2 billion (52 billion RMB). On lifestyle platform Xiaohongshu, searches for “body care” (身体护理) increased by 750 percent year on year in March this year.

  • Visible skin improvements are the priority. However, homegrown consumers also seek mental and physical wellness from their body care routines.

  • As a result, local C-beauty brands are upgrading their products’ functional and emotional value.

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

 

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

  • Fanhua, a TV series in China mainly discusses how the billionaire started his business career in Shanghai in the 80s.

  • Montagut’s brand was mentioned as the top clothing brand and regarded as a symbol of Wealth and Power.

Link:

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

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

 

4.The 2024 China core trend forecast

  • From the proliferation of K-pop to the internet culture leading the Y2K revival, Chinese consumers have taken a cue from global trends, as well as adding their own takes via the contribution of New Chinese style, or cartoon-influenced Kidulthood looks.

  • ABGhashtag in China has surged since 2020, amassing over 9.8 million posts on Xiaohongshu, and as Chinese international travel resumes, and with the rise of globalized and multicultural cultures via social media and in real life, the ABG trend can only continue to evolve in 2024. It will continue to see relevance given its association with women’s independence, worldliness and freedom of self-expression in the nation.

  • Kidulthood cartoon style (#元气卡通风), kidulthood as a continued means of escapism and form of respite, amid these uncertain times in China and the world.

  • Old money: 2023 saw the global return of old money style across, predict a continuation of the trend in both fast fashion and luxury

  • Yk2 China has come up with its own spin on the aughts, greater mixing and matching between retro and futuristic elements, consumers who channel Y2K in China seek respite from modern day life, needing moments of escapism via edgy, fun fashions.

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

5.Red 2023 conclusion calendar

  • The Red summarizes the keywords and notes page views of each month in 2023, and tells users the key words of each month’s browsing through the form of a calendar

  • I suggest that GB use this format to preview some of the key events of 2024 to give users a comprehensive overview of the New Year’s plan

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

 

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

  • attributing the surge to its robust efforts in the local lifestyle sector, Douyin now hosts over 4.5 million offline merchants, encompassing restaurants and lifestyle activity providers, spanning across more than 370 Chinese cities.

  • This information was disclosed by Douyin on its official WeChat account on Wednesday.

  • Additionally, in 2023, transaction volume completed during livestreamings witnessed a remarkable 570% growth from the previous year

  • total sales generated from short videos saw an 83% increase compared to the prior year.

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

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

October 9, 2023

 

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

 

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

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

 

 

2. RED private message function“Sixintong”

 

 

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

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

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

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

 

 

  • Douyin

 

 

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

 

  • Xiaohongshu

 

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

 

  • Weibo 

 

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

 

  • Zhihu

 

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

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

 

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

 

 

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

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

 

 

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

 

  • Starting September 29, the eight-day ‘Super Golden Week’ is this year’s most popular holiday.
  • Over 2 billion people moved across regional boundaries in the nation, or 257 million people on average each day.
  • Thailand is expected to become the preferred destination for Chinese outbound tourists (partly due to its visa-free policy), followed closely by South Korea, Malaysia, Singapore, Australia, and the UK.
  • Apps like Fliggy, Ctrip, and Xiaohongshu make it simpler than ever for younger travelers to plan and book travel without using a traditional agent because they cater to their desire for authentic travel experiences.
  • As a way for young people to decompress, temples have also become very popular. 

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

 

 

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

 

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

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

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Unlocking Opportunities: Exploring the Latest Developments in China’s Market

September 11, 2023

Tencent officially launched its large language model

  • Chinese tech giant Tencent officially launched its Hunyuan large language model at the company’s Global Digital Ecosystem Summit.
  • The move comes several months after fellow Chinese tech giants Alibaba and Baidu launched their own AI products.
  • The full stack self-developed Hunyuan LLM with over a hundred billion parameters is trained with 2 trillion tokens of pre-training data. It possesses strong capabilities in Chinese language comprehension, content creation, logical reasoning, and task execution.
  • In the future, the Hunyuan model will support Tencent Cloud’s MaaS (Model-as-a-Service), with customers able to directly access it through APIs and use it as a foundational model to develop applications for various industry scenarios, Tencent said.

LINK: https://www.jiemian.com/article/10057854.html

 

Publish without notification display in the homepage

  • When an article is posted, there will be two buttons, one to publish to all and one to publish without notification.
  • Publish without notification means that published content is not pushed to users. However, now the published content will be displayed on the home page of your WeChat account. The published article can also be forwarded to friends, friends in your circle, set for automatic replies, deleted, and so on.
  • Although, only fans can actively come to the home page to see the post article, if businesses publish frequently, it will end up making the home page look very busy. This then points to the need to be careful when using the post function in the future.

 

Xiaohongshu embarks on the era of “personal shoppers”, boosting social commerce

  • After the livestream momentum gained by the Chinese actress Dong Jie and subsequently KOL Zhang Xiaohui, Xiaohongshu now seeks to give influencers the official title of “personal shoppers”, stepping up efforts in social commerce.
  • The move closely follows the just concluded Red-commerce Partner Week 2023, which was hosted on August 24 in Shanghai. Touting the tagline “Entering the era of personal shoppers”, the event also marked the public debut of Xiaohongshu’s e-commerce division.
  • “Personal shoppers” would “play a crucial role in connecting merchants and consumers”. “The first things personal shoppers on Xiaohongshu need to work on is to understand the specific needs of their target audience, they are expected to direct other users to the products they are looking for.” As such, “personal shoppers” would act as upgraded KOLs, bringing together the content-focused “Community” and e-commerce ecosystems that are not yet well integrated on the platform.
  • This shows the ambition of Xiaohongshu in setting itself apart in the much-contested territory of e-commerce from existing experts such as Douyin (Chinese TikTok) and its rival Kuaishou by differentiating its approach to “influencing” consumers to that adopted by other social media platforms.
  • Such a practice also appears to be more persuasive and appealing to Xiaohongshu’s user demographics, which are economically satisfied and more knowledgeable in fields related to their interests.

LINK:https://daoinsights.com/news/xiaohongshu-embarks-on-the-era-of-personal-shoppers-boosting-social-commerce/

 

 

China Sets Filing Requirements for Smart Phone Applications

  • On 4 August 2023, the Ministry of Industry and Information Technology (MIIT) set a timeline to enforce the filing of mobile applications (APPs), in the published Notice on Carrying out the Filing of Mobile Internet Applications (Notice). 
  • APPs that are pre-installed on a smart phone or downloaded by users, should conduct filing through their network access service providers. For example, an APP hosted on Tencent Cloud’s cloud service should conduct filing through the Tencent Cloud portal. 
  • APPs based on API that users can use without installation, such as mini programs, quick apps, etc. should conduct filing through their distribution platform. For example, mini programs in WeChat should conduct filing through the WeChat portal. 
  • A foreign company that operates an App in China can register its Chinese subsidiary or representative office as the APP holder. Alternatively, it can enter into a cooperation agreement with a local partner.

LINK: https://mp.weixin.qq.com/s/w2xLVI75H4X59DRR5rODNA 

 

 

China’s newest viral collab: megabrands Luckin Coffee x Moutai join forces

  • Many young Chinese people are tasting their first cup of luxury liquor—Kweichow Moutai — at domestic café chain Luckin Coffee. The two beverage giants partnered up to co-create a new flavor of latte, Moutai Latte (酱香拿铁), which was released today. 
  • The collaboration was an instant hit, with long queues forming outside the 10,000-plus Luckin coffee shops distributed across China, and several related hashtags topping Weibo’s Hot List, each with over 100 million views. 
  • Through the partnership with Luckin Coffee, Moutai is using a fresh way to popularize its product’s taste and brand among China’s younger demographic. 
  • The collaboration seems to be a winning formula for both. The high-low partnership has tapped China’s guochao trend, offered surprise, delight, and nostalgia for consumers, and earned both brands new virality. 

LINK: https://jingdaily.com/luckin-coffee-moutai-collaboration/ 

 

 

‘Mom skincare’ —China’s maturing Gen X consumers give rise to new beauty opportunities

  • The cohort of 60-years-plus consumers could provide a new growth engine for skincare and personal care labels.
  • The options for mature skin are lacking, with many major local and global brands focusing on launching skincare lines for young women and men.
  • China’s Gen X consumers are big savers and users of high-end skincare labels. They have more knowledge about skincare and beauty than the preceding generation had.
  • Older consumers rank anti-aging effects as the top product function. However, hydration and moisturization also rank highly.
  • Brands have deployed celebrities in their 40s and 50s to endorse their skincare lines and promote their products on Weibo, Douyin, and Xiaohongshu. 

LINK: https://jingdaily.com/chinas-gen-x-saves-big-but-also-consumes-high-end-skincare/

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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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From Gurus to Game-Changers: Embracing Key Opinion Professionals in Content Marketing

August 16, 2023

Influencer marketing is one of the pillars of communication strategies for all brands wishing to make their footprint in China. These influencers referred in China as KOLs, or Key Opinion Leaders, are individuals who have established themselves as experts or influential figures in specific industries or fields, particularly in the realm of social media and digital marketing. They have amassed a large and engaged following on platforms like Weibo, WeChat, RED,  Douyin (the Chinese version of TikTok), and other social media channels. KOLs hold significant sway over their followers’ opinions and purchasing decisions. Their presence is crucial for brands looking to market their products or services to a Chinese audience. We wrote more about idol economy and who KOLs are on our blog.

💄 Discover more about RED and RED marketing

But in the fast-paced world of digital marketing, a new breed of influencers is capturing the limelight and revolutionizing the way brands connect with their audiences. Today we’ll introduce you to Key Opinion Professionals (KOPs), how they are transforming content marketing, and why brands are swooning over their compelling charm.

Meet the Trailblazers: Key Opinion Professionals (KOPs)

Emerging from the domains of influencer marketing, KOPs offer a novel vantage point within the realm of content marketing. Contrary to KOLs, this type of content creators offer a profound exploration into their specialization, unique knowledge, and entrancing revelations.

They are not your typical influencers, by any means. Usually, KOPs boast a high education and a wealth of experience in their chosen fields. The internet age has turned them into digital artisans, sharing their wisdom through captivating visuals and videos. They entice both devoted fans and new consumers looking for professional opinion.

Chinese consumers highly rely on word-of-mouth when buying a product. They are greatly influenced by recommendations from people they are following on social media. In 2022, 86% of Chinese users visited different online communities to search for related product offers before placing order. This all to reduce potential risk and dissapointment. However, consumers are aware of professionalization of KOLs therefore they start to seek advice from experts in their respective fields.

🇨🇳 Different types of Chinese consumers: Silver Generation

KOPs – Unlocking the Secrets of Vertical Content

Naturally, KOL and KOC tend to emphasize their personal experiences and highlighting advantages of the products often supplied by brands. Unlike KOLs’ broad viewpoints and KOCs’ personal experiences, KOPs take users on an discovery ride through the vastness of their respective vertical knowledge in fields considered relatively niche.

They often represent the industries such as health, technology, engineering, or even law. They dissect product formulas, decode compositions, and unravel the mysteries of consumers’ favorite goods. All of that with the precision and thoughtfulness of seasoned experts. Their professional knowledge comes from years of education and experience. That’s why they possess such ease and confidence in discussing matters that won’t be possible to discover by KOLs. 

Examples of KOPs

KOPs

罗翔 is a law professor at People’s University of China, with 28.5 million followers on Bilibili, he shares deep insights about law, and he also makes content about how ordinary people can live a better and more meaningful life with more understandings about law. He also makes content about philosophy and book reviews.

王德峰 is a philosophy professor at Fudan University, equipped with vast range of knowledge in philosophy, art and music. His unique and interesting way of delivering Chinese and western life philosophy had great impact on young users.

武志红 is a psychologist and a best seller writer, has made his fame publishing several best seller books including the controversial 《巨婴国》The Country of  Giant Babies. Active on Chinese social media, he often shares his take from a professional psychologist POV on recent society affairs.

Key Opinion Leader KOPs

尹烨 is the CEO of 华大集团BGI（a pharmaceutical company), graduated from Columbia university with a PHD, he specializes in life sciences and he has made his appearance on several popular interview shows which attracted huge attention, then he started his own social media channel and is now making content mostly about science, technology and biology.

With more than 30 million followers on douyin, 虎哥说车 mainly creates interesting and insightful content about cars, he started in video sector very early on and has constant resources to controversial cars.

KOPs – Why Brands Fell in Love?

Even though most of KOPs started posting online out of willingness to spread their knowledge, brand quickly took notice. In a world where cautious consumers rule the roost, KOPs are the superheroes that brands crave. 82% of consumers meticulously scrutinize products before purchasing, seeking safety and efficacy. KOPs enter the spotlight with their arsenal of professional insights and authentic recommendations. Effectively, they can be the element that make the difference and seal the deal in the ever-growing decision-making process. For example, beauty brands can work with skincare doctors or chemists to discuss product formulas and give their recommendations based on ingredients used. B2B brands are also more likely to work with KOPs than KOLs due to the nature of their offering. 

 

Unleashing the Power of KOP, KOL, and KOC

The secret formula to content marketing success is the mighty combination of KOL, KOC, and now KOP. When these forces unite, brands can increase their share of voice and captivate users across multiple platforms.  KOLs reach their mass audiences and KOCs add their flair with personal touchpoints, while KOPs help users to confirm their purchase decision with authoritative product endorsements.

 

Conclusion

While KOP marketing is a relatively new concept. However it’s surely a much needed phenomenon in the highly saturated influencer industry. Consumers seek for more authenticity and reliable source of information. KOPs with their mastery of vertical expertise, combined with the allure of KOLs and the authenticity of KOCs, makes for an unbeatable trio. As consumers increasingly seek genuine recommendations and professional knowledge, KOPs are soaring high as trusted beacons of influence. In the coming years, we will surely see more and more influencers wearing lab coats and other professional attires populating feeds of the top Chinese platforms. 

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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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