Mastering Seasonal Marketing: 6 Trends to Watch in 2025

March 1, 2025

As 2025 unfolds, brands are redefining their marketing strategies to align with evolving consumer behaviors and cultural shifts. From leveraging seasonal changes to embracing emotional marketing, the key to success lies in crafting authentic connections with audiences. Here are six emerging trends that will shape marketing strategies in the coming year:

1. Four Seasons, New Ideas: A Year-Round Opportunity for Product Launches

Seasonality is no longer just about holiday marketing. Brands are increasingly tying product releases to the emotions and experiences associated with each season, creating year-round engagement opportunities. Whether it’s fresh spring launches, summer exclusives, cozy fall collections, or winter holiday specials, brands can use these shifts to capture attention and boost sales.

Actionable Tip: Develop seasonal content that showcases your product’s unique features in the context of changing seasons. Limited-time products and collaborations can add urgency and excitement to your campaigns.

2. Gifting and Co-Branding: The Power of Collaborations

The art of gifting is being redefined by strategic collaborations. Brands are teaming up with influencers, artists, and even other brands to create exclusive, co-branded gift collections. These limited-edition partnerships generate buzz and drive consumer interest, especially during peak gifting seasons.

Actionable Tip: Seek partnerships that complement your brand’s identity. Collaborating on special edition products or campaigns can increase brand visibility and attract new customers.

3. Opening “Her” Narrative: Empowering Women through Storytelling

Brands are moving toward more inclusive storytelling, particularly in narratives centered around women’s empowerment. From body positivity campaigns to mental health advocacy, brands that authentically champion women’s causes can foster deeper connections with their audience. International Women’s Day 2025 will be a key moment to highlight such commitments.

Actionable Tip: Align your brand’s storytelling with genuine causes that matter to your audience. Ensure that your marketing efforts around women-centric themes are authentic, inclusive, and impactful.

4. Young People’s Mental Wellness: A Focus on Emotional Marketing

Mental wellness is becoming a core focus for brands targeting younger audiences. With increased stress levels among Gen Z and Millennials, companies are integrating mental wellness themes into their marketing strategies. Campaigns that promote self-care, mindfulness, and stress relief resonate deeply with young consumers.

Actionable Tip: Create content that supports emotional well-being, such as stress-relief tips or self-care routines. Engaging with this trend can strengthen your brand’s emotional connection with consumers.

5. “New Chinese Style” Festivals: Blending Tradition with Modernity

Chinese cultural festivals like Chinese New Year and Mid-Autumn Festival remain pivotal marketing moments. However, the trend of “New Chinese Style” is emerging, where brands merge traditional elements with contemporary aesthetics. This approach allows brands to engage younger consumers while celebrating cultural heritage in a modern way.

Actionable Tip: Incorporate traditional symbols and local artistry into your holiday campaigns, but present them through a modern, visually appealing lens. Collaborate with local creators to enhance authenticity.

6. Evolving Marketing Nodes: Deepening Brand Connections

Brands are moving beyond one-off holiday campaigns to create long-lasting engagement strategies. This includes:

  • Deepening Brand-Specific Nodes: Brands are amplifying key themes and emotions throughout the year rather than limiting marketing efforts to a single event.
  • Creating Brand-Specific “Content Festivals”: Instead of relying solely on traditional holidays, some brands are establishing their own content-driven “festivals” to maintain audience engagement year-round.

Actionable Tip: Develop a long-term content strategy that integrates storytelling with emotional engagement. Whether through continuous themed campaigns or brand-created “content festivals,” sustaining engagement beyond seasonal peaks can create stronger brand loyalty.

Final Thoughts

As consumer expectations shift, successful brands in 2025 will be those that adapt to these emerging trends while maintaining authenticity. From seasonal marketing to emotional storytelling, these strategies can help brands foster deeper, more meaningful connections with their audience.

Want to elevate your seasonal marketing strategy and make a lasting impact? Our team is here to help. Contact us todayto explore how we can tailor innovative marketing campaigns for your brand.

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5 Key B2B Marketing Predictions for 2025: How to Stay Ahead

February 14, 2025

As we move into 2025, the B2B marketing landscape is set for transformative changes. From the rise of influencers to AI-driven marketing innovations, staying ahead of these trends is crucial for maintaining a competitive edge. In this blog, we’ll explore five key B2B marketing predictions for 2025 and actionable strategies to help businesses adapt and thrive.

1. The Rise of Creators and Influencer Marketing

Influencer marketing is no longer just a B2C strategy—B2B brands are rapidly embracing creators to build trust and credibility. According to LinkedIn, 61% of B2B leaders plan to increase their influencer marketing budgets. With the Creator Economy projected to reach $500 billion by 2027, now is the time for B2B brands to tap into this growing market.

Actionable Tip: Partner with industry-specific influencers and content creators who align with your brand values. Leverage their reach to engage prospects and generate high-quality leads through authentic storytelling.

2. AI Will Revolutionize B2B Marketing

AI is becoming a game-changer in B2B marketing, with 64% of B2B leaders planning to expand their investment in AI-driven solutions. From automating customer interactions to enhancing content personalization, AI is reshaping the way marketers create and optimize campaigns.

Actionable Tip: Implement AI-powered tools to enhance creative processes, streamline workflows, and generate data-driven insights that improve campaign performance.

3. Short-Form Video Will Dominate Content Strategies

Short-form video continues to gain traction, delivering high engagement and trust. Studies show that 55% of B2B marketers report the highest ROI from short-form social videos, while 63% of B2B buyers rely on video content to inform their purchasing decisions.

Actionable Tip: Invest in short-form video content that features industry experts, customer testimonials, and educational insights. Platforms like LinkedIn, YouTube Shorts, and TikTok for Business offer powerful distribution channels for reaching your target audience.

4. Performance Marketing Will Shift Toward Long-Term Impact

While performance marketing remains a priority, brands are shifting focus to measuring long-term effectiveness. Ebiquity’s 2025 Media Budgets Survey highlights that 42% of marketers are increasing their performance marketing budgets, but with a growing emphasis on long-term brand-building.

Actionable Tip: Leverage AI-driven analytics tools to track and optimize campaign performance. Balancing short-term ROI with long-term brand growth ensures sustainable success.

5. Collaborative Problem-Solving Will Be Essential

As B2B marketing becomes more complex, collaboration and human-centric skills are gaining importance. LinkedIn’s Marketing Jobs Outlook Report notes a 138% increase in demand for collaborative problem-solving skills between 2021 and 2023.

Actionable Tip: Build a culture of collaboration within your marketing teams. Invest in training programs that combine creative execution with AI-driven solutions to navigate evolving challenges effectively.

Final Thoughts

Adapting to these key B2B marketing trends in 2025 will be critical for staying ahead of the competition. By leveraging influencer marketing, AI innovations, video content, long-term performance strategies, and collaborative problem-solving, businesses can drive meaningful engagement and growth.

Looking to optimize your B2B marketing strategy for 2025? Contact us today to explore customized solutions tailored to your business needs!

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RedNote Surges to No. 1 on U.S. App Store Amid TikTok Ban Concerns

January 16, 2025

As TikTok faces potential shutdown in the U.S. on January 19 due to ownership concerns, many “TikTok refugees” are seeking alternative platforms, and a new Chinese app is making waves in the American market. Xiaohongshu, known as RedNote in English, has skyrocketed to the No. 1 spot for free apps on the U.S. App Store, also claiming the top position in the Social Networking category for iPhone apps. This surge reflects a growing interest in the platform, as TikTok creators encourage their followers to explore alternatives in the wake of uncertainty.

RedNote has become the top downloaded app in the U.S

Why Is Xiaohongshu Gaining Momentum?

Xiaohongshu, originally launched in 2013, has evolved into a robust platform that resonates with creators and users alike. Often referred to as China’s answer to Instagram, the app combines the aesthetics of Pinterest with social shopping features, making it a compelling alternative for those seeking a new digital home.

Here are some key factors driving Xiaohongshu’s rise:

  • A Creator-Friendly Layout: With a design reminiscent of Pinterest, Xiaohongshu offers creators an intuitive and visually appealing interface to share content.
  • Social Shopping Features: The platform integrates e-commerce capabilities, allowing users to discover and shop products directly, enhancing the creator monetization potential.
  • Viral Growth: During the COVID-19 pandemic, Xiaohongshu’s popularity surged among younger Chinese users. Today, it boasts 300 million monthly active users, with 79% of them being women.

Xiaohongshu by the Numbers

  • User Base: 300 million monthly active users.
  • Funding: The app has raised $917 million in venture funding from major investors like Tencent, Alibaba, ZhenFund, and DST.
  • Valuation: Reportedly valued at $17 billion following a 2024 secondary share sale.
  • Projected Profits: Expected to exceed $1 billion in 2024, signaling its robust growth trajectory.

RedNote Shanghai Office

Opportunities for Creators

Xiaohongshu’s growth presents exciting opportunities for creators:

  • Content Diversification: The app’s unique mix of social networking and shopping enables creators to explore new types of content and revenue streams.
  • Early Adoption Advantage: With its growing popularity in the U.S., early adopters can carve out a niche before the market becomes saturated.
  • Supportive Ecosystem: Backed by substantial funding and a focus on e-commerce, Xiaohongshu is positioned to provide tools and features that empower creators to thrive.

Challenges and Considerations

While Xiaohongshu’s rise is notable, its long-term sustainability in the U.S. remains uncertain:

  • Regulatory Scrutiny: As a Chinese app operating in the U.S., Xiaohongshu could face increased scrutiny from authorities.
  • Competition: The app will need to differentiate itself further from established platforms like Instagram and Pinterest.
  • Cultural Adaptation: To succeed in the U.S., Xiaohongshu must adapt its offerings to align with local user preferences and behaviors.

What’s Next for Xiaohongshu?

With its viral momentum and robust features, Xiaohongshu has the potential to disrupt the U.S. social networking landscape. However, its future will depend on how well it navigates regulatory challenges and adapts to the preferences of an American audience.

If you’re interested in leveraging Xiaohongshu for your brand’s growth, contact us today to explore tailored strategies that align with your goals!

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Mastering WeChat Channels’ Algorithm for Maximum Exposure

January 3, 2025

As the Chinese social media landscape continues to evolve, WeChat Channels (视频号) remains a crucial platform for brands looking to connect with Chinese audiences. The key to success on WeChat Channels lies in understanding its recommendation algorithm, which determines which content gets seen and by whom. This blog dives into the core of WeChat Channels’ algorithm, focusing on the different recommendation mechanisms, and provides actionable strategies for optimizing your content to maximize exposure.

Understanding the WeChat Channels Recommendation Algorithm

WeChat Channels stands apart from other video platforms, such as Douyin (抖音), by relying heavily on social recommendations rather than interest-based algorithms. According to recent data, 55% of the weight in content recommendations is based on social interactions, highlighting the importance of leveraging existing connections. In comparison, popular content recommendations account for only 15% of the total weight a breakdown of how WeChat Channels determines which content gets promote

  • Social Recommendations (55%)

Engagements from WeChat friends (likes, comments, shares, etc.) play a huge role in determining whether a video gets recommended. If a video receives interaction from users within their social circle, it’s more likely to be recommended to others, creating a snowball effect of increasing exposure.

  • Interest Algorithm Recommendations (20%)

Content is tagged with specific keywords that align with user interests. Based on the user’s interaction history, videos that match their interests are more likely to appear in their feeds. This system uses data such as previous content engagement to make accurate recommendations.

  • Engagement Algorithm Recommendations (15%)

This algorithm looks at engagement metrics such as the number of likes, comments, shares, and completion rates. New content enjoys an initial boost due to its timeliness, meaning fresh videos have a higher chance of being recommended in the early stages.

  • Geolocation Recommendations (5%)

Users are shown content from creators located near them or related to their region, helping them discover videos that are more relevant to their local environment.

  • Hashtag Recommendations (5%)

Hashtags, such as “#topic,” allow content to be aggregated in one clickable hyperlink. Videos tagged with popular or relevant hashtags often get higher visibility, particularly if they are among the top posts related to that topic.

 

Optimizing Your Content Strategy for WeChat Channels

To ensure that your content reaches a larger audience, it’s important to align your video production with WeChat’s recommendation logic. Here are a few practical tips to help your content perform better:

  • Leverage Social Networks for Social Recommendations

Encourage your followers to engage with your content through likes, comments, and shares. The more interactions your video generates within social circles, the more likely it will be recommended to others.

  • Focus on High-Quality Content

High-definition, clear audio, and unique content stand out on WeChat Channels. Videos that offer original value are more likely to be recommended than reused or low-quality content. Invest in creating videos that offer something new, whether it’s unique insights, educational content, or entertainment.

  • Engage Users Early: The Golden Three Hours

The first three hours after posting a video are critical. During this “Golden Three Hours,” high engagement rates such as completion rates and positive interactions (likes, shares, comments) can trigger further algorithmic promotion. Be sure to promote your videos actively during this window through WeChat Groups, Moments, and other social channels.

  • Publish During Peak User Activity

Timing your posts when your audience is most active can help you gain immediate traction. Posting during high-traffic hours (morning, lunch breaks, evening) maximizes your chances of hitting the right audience at the right time.

 

Building an Effective Content Strategy: Key Takeaways

  • High Engagement Drives More Exposure

Focus on creating shareable content that encourages users to engage through comments, shares, and likes.

  • Use Hashtags Wisely

Tag your content with trending or relevant hashtags to increase its discoverability.

  • Create Value-Driven Content

Ensure your content offers something unique that resonates with your audience. Whether it’s education, entertainment, or problem-solving, make sure it’s content with your audience values.

  • Optimize Timing

Publish your videos during peak engagement hours and during weekends to capture the maximum number of viewers.

 

Conclusion

By understanding WeChat Channels’ recommendation algorithm and aligning your content strategy with its logic, you can significantly increase your brand’s exposure on this platform. Remember, social interactions are at the core of WeChat Channels’ algorithm, so creating content that drives engagement is key to boosting your reach.

 

If you’re looking to optimize your content for WeChat Channels and need help navigating its recommendation algorithm, our team is here to assist you. Get in touch with us today to elevate your digital marketing strategy on WeChat Channels!

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Hermès’s Innovative WeChat Campaign: Bridging Digital and Physical Worlds in China’s Luxury Market

December 24, 2024

Introduction to Digital Innovation at Hermès

In an era where digital transformation shapes marketing strategies, Hermès has set a benchmark in China’s dynamic market. This blog post explores Hermès’s recent groundbreaking campaign that harmoniously blends offline exhibitions with interactive WeChat Mini Programs, setting new standards for engaging consumers in China’s competitive luxury landscape.

海报

Poster

Exploring the Campaign’s Mechanics

The campaign revolved around an engaging scavenger hunt/escape room that took place during an exclusive offline exhibition. Participants embarked on a journey through the venue, tasked with discovering horse-themed items—a tribute to Hermès’s equestrian roots. Each item was cleverly integrated into the exhibition, encouraging visitors to explore in-depth.

Hermes Exhibition

Inside The Exhibition

Digital Integration via WeChat Mini Program

The brilliance of this campaign was further amplified through its digital strategy, utilizing a WeChat Mini Program. Participants used this platform to log the items they discovered by clicking the corresponding images. This seamless integration of digital tools ensured a smooth and engaging user experience, highlighting the potential of WeChat Mini Programs in bridging online and offline worlds.

wechat mini program

WeChat Mini Program

Rewards and Incentives

To add excitement, Hermès offered exclusive branded rewards to those who successfully completed the scavenger hunt. This strategy not only enhanced participation rates but also created a memorable experience that participants were likely to share across their social networks.

激励

Rewards and Incentives

Key Learnings from Hermès’s Strategy

  1. Seamless O2O Integration
    • The campaign is a prime example of effective Online-to-Offline (O2O) integration, which keeps users engaged by connecting digital actions with physical experiences. This approach is particularly resonant in China’s retail environment, where digital engagement can significantly amplify physical marketing efforts.
  2. Gamification Drives Engagement
    • By gamifying the exhibition experience, Hermès managed to transform a traditional marketing event into an interactive adventure. Gamification is a powerful tool in digital marketing, especially on platforms like WeChat, where user engagement can directly translate into higher brand loyalty and customer retention.
  3. Narrative-Driven Branding
    • Hermès’s focus on storytelling, by integrating its brand heritage into the campaign, helped reinforce its identity and values. This strategy not only enriched the consumer experience but also bolstered the brand’s image in the eyes of Chinese consumers, who value rich, narrative-driven interactions.

Conclusion: A Model for Future Campaigns

Hermès’s campaign demonstrates the profound impact of integrating innovative digital marketing strategies with traditional methods. For brands looking to make a mark in China’s luxury market, leveraging social media platforms like WeChat through Mini Programs offers a direct route to consumer engagement.

This case study serves as a reminder of the effectiveness of combining physical and digital experiences in a marketing strategy, especially in a highly digital society like China. Brands aiming to expand in the Chinese market should consider similar integrations to captivate and engage with their audience effectively.

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

January 22, 2024

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

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

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

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

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

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

 

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

 

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

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

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

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

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

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

 

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

3. Impressive campaign ideas in 2024

  • Cui Jian’s Concert: Egg

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

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

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

  • Mengniu: 2024 “Unreasonable” blessings

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

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

 

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

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

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

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

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

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

5. Top Chinese livestreamers are flocking to overseas TikToK

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

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

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

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

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

 

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

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

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

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

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

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

7. Inventory of China Mobile Internet “Dark Horses”

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

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

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

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

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

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

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

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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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