Exploring New Horizons: Uncovering the Latest Developments in China’s Market

October 23, 2023

1.Wechat Channel releases the “flash purchase” new function, only to specific categories opened

The Channel has unveiled the conditions for its “flash purchase” service, allowing retailers to facilitate online ordering during live broadcasts for specific users. To activate this feature, merchants must meet certain criteria related to their business category, qualifications, credit, product quality, and sales volume. The flash purchase products must be physical and described fully during live broadcasts, matching the invoice card and product information. Flash sale items can only be sold during live broadcasts, and the sale ends either when the broadcast concludes or when stock is depleted.

Merchants can create flash purchase orders for particular users, which are accessible only to those users. Multiple intended users can also be targeted with flash orders, but the same user can’t have duplicate orders and must create new ones after successful payment.

 

2.Bus rentals become this autumn’s hottest wedding trend

The usual Golden Week marriage boom came as expected this year, but so too did a fresh take on the traditional Chinese wedding custom of 接亲, or “picking up the bride”.

In a down-to-earth spin on the tradition, some young couples teamed up with local transport departments to create a bespoke “wedding bus” experience. In this trend, public buses decked out in DIY wedding decorations carry the wedding party to their venue, instead of the typical suite of austere luxury cars.

The top wedding bus post on the lifestyle-sharing platform Xiaohongshu, which garnered over 20,000 likes. 

With birth and marriage rates sinking lower and lower in China, state-led campaigns to encourage marriage and childrearing have become pervasive and transparent. Trends like wedding buses breathe new life into staid traditions and allow Gen Z and millennials to take ownership of these highly personal life decisions. 

LINK: https://daoinsights.com/news/bus-rentals-become-this-autumns-hottest-wedding-trend/

 

3.Is there a solution to China’s $81 billion ‘daigou’ gray market?

  • With young consumers having grown accustomed to purchasing from daigou, the market is growing at lightning speed. 
  • According to report, “The Daigou Index 2.0,” China’s gray market size is an estimated $81 billion (600 billion RMB), having expanded by over 40 percent since 2019.
  • Daigou can offer tax-free products, which are more affordable than purchases made within China. And even some brands don’t even have counters”.
  • Aspirational middle-class consumers are becoming more cautious with their spending. And as a result, they may prefer to buy products at a discount rate from daigou rather than purchasing directly from the brands.
  • In addition, Chinese Gen Z shoppers are keen on discovering and experimenting with new brands – gray market importers’ ability to access limited-edition or products unavailable in China has made the sector popular among young consumers.

https://jingdaily.com/is-there-a-solution-to-china-81-billion-daigou-gray-market/

 

4.WeChat Luxury Index 2023: How to Connect With 1.3 Billion Consumers?

  • WeChat has evolved into a vital platform for brands to engage and convert Chinese consumers, extending beyond mere communication.
  • WeChat’s various components, like Mini Program, Channels, WeCom, and Official Account, create a seamless customer journey loop. It has evolved into a primary direct-to-consumer (DTC) channel, offering services and information, challenging traditional websites. Brands can accompany customers from acquaintance to purchase, nurturing their private domains on WeChat.
  • WeChat’s open rates for articles have declined, partly due to muted notification settings for Service Accounts and follower disinterest.
  • Brands have adapted content strategies, pushing content less frequently but more focused on ROI.
  • Menu clicks and service-related behaviors have gained prominence, with over 55% of menu engagements being CRM-related.
  • Brands are redirecting efforts and investments to other WeChat assets, but Official Account content remains vital.
  • Brands capture more data through Mini Programs, with 85% of behavioral data collected from them, enhancing consumer profiles and WeChat strategies.

LINK: https://www.luxurysociety.com/en/articles/2023/10/wechat-luxury-index-2023-how-connect-13-billion-consumers

 

 

5. Coca-Cola teams up with Holiland for futuristic AI chocolate

  • Coca-Cola and bakery brand Holiland bring out a new flavour of Holiland’s popular ‘Dandelion Air Chocolate’ truffle.
  • This time they co-created with AI and named Y3000. On Weibo, China’s Twitter-like microblogging platform, ‘#可口可乐 好利来#‘ (#Cocacola Holiland) gained 27 million views, peaking at number 6 on the hot search list.  
  • This collaboration comes after the release of Coca-Cola’s Y3000 Zero Sugar Coke, an AI co-created soda of the future.
  • Holiland has been on a streak of crossovers including Hello Kitty and Rick & Morty. 
  • Now that AI is playing a bigger role in China’s digital economy, this co-branded chocolate feels like a natural next step for both parties.  

LINK: https://daoinsights.com/news/coca-cola-teams-up-with-holiland-for-futuristic-ai-chocolate/ 

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

October 16, 2023

 

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

 

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

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

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

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

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

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

 

 

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

 

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

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

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

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

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

 

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

 

 

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

Social media effects that are viral

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

 

Lost in translation

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

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

 

Celebrity collateral damage

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

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

 

Consumerism and culture: Ambassadorships and brands 

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

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

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

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

 

 

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

 

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

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

 

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

 

 

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

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

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

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

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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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Weekly News Roundup From China

June 28, 2022

Tencent’s WeChat Debuts in 618 Shopping Festival with Big Bet on Live-Streaming Ecommerce Despite Slowing Economy

WeChat, a product of Tencent, has for the first time introduced its own 618 online shopping festival using its in-app video feature Channels. Over 50% of the sales generated by live broadcasting on WeChat in 2021 were from private domains, such as a brand’s current WeChat fans.

The average transaction value for customers watching live streams on Channels is 200 (US$29.9), and 60% of viewers make additional purchases. The Tencent app appeals to businesses who wish to communicate with consumers in a semi-private network in order to gain and keep a loyal customer base.

Link: https://www.scmp.com/tech/big-tech/article/3182083/tencents-wechat-debuts-618-shopping-festival-big-bet-live-streaming-e

Backstreet Boys Join Westlife for Online Concert on super-app WeChat

Thanks to the Backstreet Boys’ first-ever live-streamed concert on the popular app WeChat, Chinese fans of the ’90s and ’00s pop music may experience the enchantment of the 2022 DNA World Tour.

It’s anticipated that around 40 million people will watch the show. In addition to receiving approximately 37 million views on Weibo, a linked hashtag, the event’s preview on WeChat received 82,000 likes in just 24 hours.

Most Chinese Millennials and Zoomers who were exposed to the Backstreet Boys and Westlife by their professors have grown up with both bands by their sides.

Link: https://radiichina.com/backstreet-boys-concert/

Unpacking Sephora’s Global C-beauty Push

The “In China for China” business incubator programme, which will seek to develop five premium Chinese beauty names into global megabrands, was unveiled by Sephora on June 6.

The strategy capitalises on both the propensity of Chinese customers to purchase domestic brands as well as the expanding interest within foreign beauty communities in Traditional Chinese Medicine (TCM) and eastern wellness ideas.

Link: https://jingdaily.com/sephora-c-beauty-global-expansion-tcm/ 

China Plans to Review Every Single Social Media Comment

China may soon evaluate each and every social media comment before it is posted, raising concerns about increased censorship in a nation with one of the strictest media environments in the world.

Internet users in China have expressed concern that if planned legislation requiring internet platforms to evaluate all social media comments is passed, the country’s already restricted space for free speech will be further reduced.

The new limits would disrupt the fun since real-time remarks give viewers the impression that they are in a chat room with other people. This makes the experience more engaging.

“If the rules are passed, it means that everything we see online would be what’s been hand-picked by moderators, and it would be harder for individuals to make their voices heard,” 

Link: https://finance.yahoo.com/news/china-plans-review-every-single-093000701.html

Tencent News Aggregator App Kuai Bao to Cease Operations Next Month

Tencent Holdings will stop operating Kuai Bao, its news aggregator app, at the end of the month, showing that even China’s most powerful and wealthy Big Tech corporations must slash non-core businesses in the face of persistent regulatory pressure and the slowing economic growth of the nation.

Kuai Bao offers users algorithm-generated recommendations based on their profile, hobbies, and browsing history, much to the well-known news aggregator app Jinri Toutiao, which is owned by ByteDance.

Since its 2015 launch, Kuai Bao hasn’t gotten big enough to compete with its rivals. According to a survey released in February 2021 by the research firm Questmobile, ByteDance’s Jinri Toutiao leads the Chinese online news information sector in terms of daily active users, followed by Tencent News, Sina News, and NetEase News.

ByteDance last week shut down a game development studio that it acquired three years ago, slashing more than a hundred jobs in a major setback for its quest to challenge Tencent in that market.

Link: https://finance.yahoo.com/news/tencent-news-aggregator-app-kuai-093000641.html

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The Latest News From China

June 14, 2022

The Development Trends of the WeChat Mini-Program in 2022

Current situation:

  • 450 million DAU
  • 4 million mini-programs created (x2 more than the number of native apps on iOS)
  • 95% of e-commerce brands have mini-programs

Context:

The rise of China’s mobile internet market has slowed, and the growth in individual device online time has practically halted. Customer acquisition became increasingly difficult for emerging applications. Users want apps that would not require installation or uninstallation, were constantly available for use at their fingertips and could be exited after usage. 

These facilitated the emergence of mini-programs

Development trends:

Mini-programs have grown in popularity not just in first- and second-tier cities, but also in third- and fourth-tier cities, and even counties. The most popular industries will continue to be e-commerce, live streaming, retail, community group purchasing, and tools.

Since WeChat is expected to introduce public domain traffic for e-commerce mini-program streaming, live streaming commerce, which is currently popular, will become even more appealing to businesses.

 Operation and service trend —— Refined operation, brand cultivation:

Start transition from “traffic” thinking to “retention” thinking by creating their own private domain traffic pool

Brands need to build a “private domain matrix” comprising WeChat features with mini-program, WeChat enterprise, video channels, mini-program live streaming and Official Accounts to guide the transformation

Link: https://qpsoftware.net/blog/development-trends-wechat-mini-program-2022

TikTok Shop’s Troubled UK Expansion: Staff Exodus and Culture Clash

TikTok is attempting to imitate Douyin’s phenomenally successful live-streaming approach (the Chinese version of TikTok). Since October 2021, the UK has become the first market outside of China to debut TikTok Shop.

More than 50% of the e-commerce team apparently quit in the past months and more is ready to exit the company.  Extremely long work hours (the 996 culture comes to mind) and high KPI targets are the key reasons for this. Employees also said that management is pushing solutions that work in China but aren’t tailored to the needs of the UK.

Link: https://www.ft.com/content/dc1aba86-2055-4521-8f0c-1f026c7f6864 

Asia-Pacific Consumers Willing to Pay Premium For Sustainable Products: Report

According to a recent survey released ahead of World Environment Day, nearly 90% of customers in Asia-Pacific are willing to pay extra for sustainable products, but a lack of information and availability is holding them back.

Alibaba Group, based in China, has vowed to be carbon neutral by 2030 as it reduces emissions across its operations and collaborates with millions of merchants to provide more sustainable items to the platform’s over 1 billion users. 

Alibaba also promises to expand its sustainable product line and advertise it properly. There are more than 460 certified ecolabels globally which increases consumer confusion. 

Link: https://www.alizila.com/asia-pacific-consumers-willing-to-pay-premium-for-sustainable-products-report/

TikTok’s Toxic ‘996’ Culture Is Forcing UK Employees out the Door

At least 20 staff have left TikTok since the company launched TikTok Shop in the UK in October, a live-streaming e-commerce platform. Employees complain that they are required to adhere to China’s working hours, which frequently result in them working more than 12 hours per day. Employees who took time off were penalised by the corporation, which rewarded overworking. Other former TikTok employees have also spoken out against the company’s hostile work atmosphere.

“The culture is really toxic. Relationships there are built on fear, not cooperation,” a former London-based team leader said. “They don’t care about burnout because it is such a big company, they can just replace you. 

Joshua Ma, the head of eCommerce at TikTok Europe and a senior executive at China’s ByteDance — the owner of the viral video app — upset London-based employees at a dinner this year when he declared that as a “capitalist,” he “didn’t believe” companies should offer maternity leave. TikTok informed employees on Wednesday that Ma had “stepped back” from his role while the company conducted a formal investigation into the comment.

TikTok Shop’s Troubled UK Expansion

Last year, Bytedance opened a Tiktok shop in the United Kingdom, but the results were unsatisfactory. According to the report, the main reason for Tiktok’s failure is that users are not accustomed to shopping on the platform; many live streams even make no purchases.

TikTok Shop’s goal is to buy low-cost things directly from low-cost producers in both the UK and China.

Bytedance introduced an e-commerce platform named Fanno in Europe in 2021, which is similar to Pinduoduo, as well as a separate e-commerce platform called Dmonstudio, which is a B2C website that sells women’s clothing. However, the plan failed as well, and Dmonstudio was shut down in February 2022.

The experts explained that the vertical e-commence market has never been developing in China because of the existence of Taobao. However, in Europe, the market is quite mature, which could be the main reason that Bytedance failed in this area. 

As a result, Tiktok will need to adjust its strategy both internally and technically in order to thrive. They must adapt to local culture and market characteristics while leveraging their algorithms and content distribution to create a fresh approach to stand out.

Link: https://www.ft.com/content/dc1aba86-2055-4521-8f0c-1f026c7f6864

Slow Live Streaming Is a New Trend

In May, Bilibili conducted a late-night accompanying live broadcast. The live broadcast called “Midnight Song platform” began at 10:30 p.m. only some songs were played. There were no anchors or products. In the evening, the number of viewers on WeChat video accounts reached 100000.

The slow live broadcast without editing and special effects, slow pace and simple pictures has gradually become a place for people to cure their emotions.

The cctv24-hour continuous live broadcast of hospital construction lasted 117 days at the start of 2020, with approximately 200 million views and more than 6000 hours of the online live broadcast.

There’s also the ipanda panda channel, which broadcasts a 24-hour live feed of enormous pandas, a national treasure, to people all over the world.

The slow video has become popular not only at home but also abroad

The Discovery Channel also produces a variety of slow-motion televisions with superb picture quality and stunning photography. On the longest day of the year, Icelandic rock band Sigur Rós took a 24-hour trip around the island. Their music was blended with the fog of northern Europe to provide sensory satisfaction to the audience; the public has a particular taste for sluggish live broadcasting, which is the time preference. People “trapped in home life” are highly eager to travel and get close to nature, and thus view the outside world, thanks to the epidemic’s travel limitations.

Link: https://mp.weixin.qq.com/s/Ee-Md4O0V5JOh_ZUrzZRQw

 

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Latest China News

May 31, 2022

Chinese Consumers are Comfortable Sharing their Data Compared to Consumers in Other Markets

Between 2017 and 2021, China’s loyalty programme market grew at a 13.7% annual rate to $15.7 billion. Over the following four years, it is predicted to increase at a rate of 13.0% each year.

Quick-service restaurants are establishing green rewards programmes to incentivize consumer behaviour in order to promote a more sustainable lifestyle and attract consumers who are driven by eco-friendly companies.

Link: https://www.businesswire.com/news/home/20220512005913/en/China-Loyalty-Programs-Market-Intelligence-Report-2022-Chinese-Consumers-are-Comfortable-Sharing-their-Data-Compared-to-Consumers-in-Other-Markets—ResearchAndMarkets.com

WeChat Channels Live Streaming Rewards “Traffic Coupon” to Drive Traffic and Sales

Option 1: Mini program live streaming: Brands and businesses can add a Live Streaming module or component to WeChat mini program. For example, brands such as Perfect Diary, Forest Cabin (in Chinese: 林清轩), and Prada have held live streamings through WeChat mini program for sales or events.

Option 2: WeChat Channels Live Streaming: Up to early 2022, WeChat Channels have reached 450 million Daily Active Users, a 50% increase compared to early 2021. WeChat Channels Live Streamings are more visible to the public audience compared to mini-programs. For example, people browsing content on WeChat Channels may enter live streaming of a brand they didn’t know before.

Traffic coupon: In 2022 April 12th to December 31st, any live streaming for shopping purposes with the shopping cart function activated will be automatically participating in Merchant Incentive Plan. 

Brands or merchants have to introduce 50 new viewers that didn’t come from WeChat Channels to gain official traffic coupons. You can drive followers from your WeChat Official Account, spread the news through WeChat Moment, WeCom, personal chats, or groups, to Channels Livestreaming.

Link: https://walkthechat.com/wechat-channel-livestreaming-rewards-traffic-coupon-to-drive-traffic-and-sales/

How to Inspire Word of Mouth Marketing from a Chinese Audience

Any marketing strategy’s success is determined by two factors: reach and impact. Unlike mass media advertising, which has a broad reach but a limited impact, word-of-mouth marketing has a narrower reach but a far greater impact.

The value of word-of-mouth marketing is represented in statistics: according to Semrush, word-of-mouth marketing accounts for $6 trillion USD in global expenditure each year and accounts for 13% of all sales.

Currently, the top social media platforms in China for word-of-mouth marketing include WeChat, Weibo, Xiaohongshu (RED), and Douyin (Tik Tok’s Chinese counterpart), all of which also have their own e-commerce functions built in.

  • KOC
  • DTC
  • Group Purchase

Link: https://mp.weixin.qq.com/s/IRwuZJ_-B26ACLLWt5osEw

Three Chinese Digital Marketing trends in 2022 

 

Regular product updates: More than 200 million new products will be launched on Tmall in 2021, accounting for 35% of the market. It signifies that new products have emerged as one of the most critical components of brand growth.

New goods, on the other hand, do not have to replace prior ones; rather, the new ones might be based on the previous ones and emphasise essential components to highlight the brand’s individuality. For example, OPPO debuted a new series Reno 6 with a light blue cover in September 2021, then 6 months later, they released a new colour Purple Star with the same feature.

Second, more and more brands are collaborating with other brands, particularly those that focus on completely different areas, in order to introduce a brand-new concept and capture the audience’s interest. For example, LV and Nike Air Force collaborated on a new shoe design. Holland, in collaboration with Pokeman, has released a new line of cakes.

Introducing virtual space and unleashing marketing imagination: Because of the Facebook revolution, metaverse has grown in popularity since 2021. More and more firms are creating advertising based on this notion, and NFT makes it even more appealing. With the advancement of new technology and the increasing risk of celebrity (scandals), more corporations are creating their own virtual idol for marketing objectives.

On the one hand, developing virtual idols assists firms in lowering marketing costs. Brands, on the other hand, can create a virtual image to suit the company’s position.

Brand responsibility has been enhanced: In recent years, a few corporations have developed a CSR (Corporate Social Responsibility) department with the goal of increasing both social and financial value. Sustainable development will be one of the most essential aspects of a brand that encompasses three major themes: environment, climate, and biodiversity.

– Kangshifu and Pepsi both launched a drink without labels, to reduce carbon and build an environmental concept.
– Kuaishou created an advertisement, revealing the reality of the polar bear, and started a public campaign calling upon the whole society and corporations to actively respond to global warming with low-carbon actions.
– Clarins, together with WWF, created a foundation, starting with protecting the habitat of Siberian tigers and appealing to people to pay more attention to the living status of those tigers and hoping to help them come back home sooner.

Link: https://socialbeta.com/t/10-digital-marketing-trend-in-2022

WeChat Channel Admin Can Be Migrated

Previously, if we wanted to display the channel on the official account’s page, we needed to have the same administrator for both the WeChat official account and the channel. However, if the administrator of the official account is removed for personal reasons, but the administrator of the channel remains the same because the channel administrator does not support change, the channel will not be featured on the front page.

Now the administrator of the channel can be changed, and the function is still under test.

Key points:
It can be replaced 5 times a year
Only certified video numbers are supported
Private messages cannot be migrated

Link: https://developers.weixin.qq.com/community/develop/article/doc/000882fe1d01a003afed3e00e5b013

 

 

 

 

 

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What’s New in China This Week?

May 17, 2022

Private Traffic = Fake Friends Shilling Lipstick: Welcome to WeChat’s Hottest Sales Trend

Thousands of Chinese firms are utilising WeChat to profit from a marketing trend that has swept the country’s e-commerce industry: private traffic. 

Traditional open eCommerce platforms such as Taobao and Tmall are considered impersonal and uninteresting, preventing firms from making genuine connections with customers. Brands employ private traffic to convert casual shoppers into loyal customers by connecting with them in the same way that they would text family and friends.

The intimacy, though, is a sham — enabled by a suite of technologies that allow businesses to collect data on consumers, automate interactions with them, and, in some circumstances, create entirely synthetic influencers.

This year, private traffic sales are expected to exceed 3 trillion ($454 billion).

Link: https://restofworld.org/2022/china-wechat-private-traffic/

Luxury Brands Navigate Shanghai’s Lockdown to Keep VIPs Pampered

Banks and high-end hotels have joined luxury businesses in sending out treats for the wealthy, a privilege that has not gone ignored on social media. In addition to presents, several brands have organised online classes. La Mer has taught DIY facial massages, while Dior has offered seven-day tickets to a premium yoga studio’s virtual sessions. Prada has held a virtual cultural club in which writers, filmmakers, and musicians were invited to recommend books, movies, and recordings.

Since Shanghai accounts for up to 12% of China’s offline luxury shopping, store closures have required a shift to virtually, but still personally, servicing VIPs to ensure transactions are made after the lockdown.

Link: 

https://www.reuters.com/business/retail-consumer/luxury-brands-navigate-shanghais-lockdown-keep-vips-pampered-2022-05-10/

How Do Beauty Brands Hop on China’s Metaverse Bandwagon?

China boasts the world’s second-largest beauty sector and a growing digital native consumer base. The rise of new technologies, such as the metaverse and NFTs, is opening up new possibilities, and luxury companies appear to be eager to take advantage of these new tools in order to communicate with young, tech-savvy Chinese consumers.

Laneige’s campaign reached the metaverse in December 2021, when they expressly invited CHUAN (Chuan CHUAN), a popular virtual idol, to serve as Laneige’s Trend Experience Officer, claiming to have broken past the barrier of beauty.

Takeaway: There will be an increasing demand for expressive avatars who are creative and free to wear make-up as if in real life.

Link: https://daoinsights.com/works/how-do-beauty-brands-hop-on-chinas-metaverse-bandwagon/ 

Digital Policy Experts Weigh In on China’s New Algorithm Regulation

Many of the most popular Chinese apps, including WeChat, Douyin, Weibo, and Taobao, altered their app settings to allow users to turn off algorithm-based recommendation services in mid-March, two weeks after China’s new algorithm law went into effect.

The regulation is also the world’s first attempt by a national regulator to control the possible abuse of algorithmic decisions. It asks companies to notify consumers about the usage of algorithms, provide an opt-out choice, and protect vulnerable groups, such as minors and seniors.

It may be too early to predict the regulation’s impact on Chinese IT companies and, more broadly, on the expansion of China’s internet sector, which has already been subjected to intense regulatory scrutiny in the previous year.

Chinese tech firms are facing challenges on multiple fronts, including increased domestic regulatory scrutiny, a slowing economy, concerns about the possible delisting of US-listed Chinese stocks from foreign markets, and the precarious position Chinese tech firms find themselves in amid Russia’s war in Ukraine. This regulation is likely to add to their list of concerns.

Link: https://technode.com/2022/04/05/digital-policy-experts-weigh-in-on-chinas-new-algorithm-regulation/?utm_campaign=%5BASIA%5D%20Newsletter&utm_medium=email&_hsmi=209626042&utm_content=209626042&utm_source=hs_email

Babycare Mother’s Day Campaign – Better Mother’s Day Gifts

The evolution of parenting concepts

As the leading brand in the maternal and child business, BabyCare has created an intriguing campaign titled “Better Mother’s Day Gifts” for Mother’s Day in 2022. BabyCare introduced a new concept in parenting by encouraging daddies to participate in parenting as well as giving mummies time to have fun.

On the eve of Mother’s Day, he uploaded a piece of rap created by himself on the Douyin platform, along with the video with the baby, as a “better Mother’s Day gift,” with the help of the new baby dad and rap star Bridge, who routinely brought babies out of the circle. The amount of views on the Douyin #bettermothersdaygift related topic page hit 10 million one day after the video was released, while the similar topic uploaded on Weibo got 300 million views.

According to Babycare, the label “raising infants is a mother’s business” is mirrored in the design of maternal and newborn items, as well as the intrinsic notion of parenting. Bags with babies, for example, are known as “Mummy bags,” and they are created to fit the body and aesthetics of women. Another example: the room where babies are changed and fed is known as a “mother-and-baby” room, and guys are normally not permitted to enter; so, changing diapers is unquestionably mum’s task. BabyCare feels that it is past time to break the mould and provide a new parenting solution for the next generation. As a result, they renamed the “mummy bag” “Diaper bag” and changed the style and size to masculine norms. In addition, Babycare has changed the moniker “mother-and-baby” room to “Nursery room,” and they plan to develop 100 mobile nursery rooms in eight provinces and cities, with dads permitted to enter.

BabyCare advocates for the de-gendering of baby and maternal items in order to create an egalitarian and welcoming parenting environment in which to raise children. Not only are they revamping things, but also a new generation of parenting ideas and practices.

Link: https://www.tellerreport.com/business/2022-05-07-%22mother-and-baby-room%22-becomes-%22nursery-room%22-babycare-promotes-%22de-gendering%22-of-mother-and-baby-products.SkG8AzLQIq.html

 

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China News for the Week

May 11, 2022

Top 5 Chinese Tech Firms Have Lost Nearly Half of Their Combined Market Cap in 2 Years

Why it matters: After two decades of phenomenal expansion, the top five Chinese tech behemoths have lost at least 46% of their total market capitalisation.

  • In April 2020, Apple’s valuation = Alibaba+Tencent+Meituan+JD.com+Pinduoduo the top five Chinese tech firms
  • In April 2022, Apple’s valuation = 49 top Chinese tech firms combined. Apple’s valuation has more than doubled while many Chinese tech firms’ valuation has decreased or stagnated

What are the reasons? 

  • A saturating local market
  • Pandemic outbreaks
  • US-China trade tensions
  • Rigorous government regulations
  • The loss of the “upbeat spirit” of China’s business world.

Link: https://technode.com/2022/05/09/top-5-chinese-tech-firms-have-lost-nearly-half-of-combined-market-cap-in-2-years/

Chinese Internet Users Buy Fake Covers After Social Media Forcefully Reveal Their Locations

Why it matters: Chinese internet users are playing cat and mouse with the country’s social media sites, which have violated users’ privacy by requiring them to give their geolocation.

Many people have been surprised by the new rules. Many popular marketing personas with international pictures and selling qualities, for example, are demonstrated to be based in China.

As a result, several enterprises are now selling services that change IP addresses on e-commerce platforms like Taobao for as little as RMB 6 ($0.9) per day. Many of these businesses claim to be able to change location information (in Chinese) on platforms such as Weibo and Douyin.

Link: https://technode.com/2022/05/07/chinese-internet-users-buy-fake-covers-after-social-media-forcefully-reveal-their-locations/

Why Is Email Marketing Ineffective in China?

An email has never been popular in China in comparison to the West. Experian Market Services statistics from 2015, which examined email marketing success in selected Asia Pacific nations, showed that China’s total opening rate was barely 10.5%, compared to 33.1%  in New Zealand.

Chinese users check their emails 22% less frequently than users worldwide. Smartphones have mostly overtaken desktops as the primary computing device in China. The country was a late adoption of computers, and as internet cafés began to develop in the 1990s and early 2000s, young people began to engage with one another using social messaging apps such as QQ.

Email marketing frequently disappoints marketers because the majority of Chinese do not regularly check their personal emails (if they have one at all) and would expect the brands they care about to meet them in their native digital environment.

WeChat brand accounts are far more engaging than email and can provide information on several elements of the brand.

Link: https://daoinsights.com/opinions/why-does-email-marketing-not-work-in-china/ 

The Future of E-Commerce on Douyin and 5 Tips on How to Prepare

In China, TikTok is known as Douyin. With over 600 million active daily users, it’s a hugely popular short video app. That equates to half of China’s population.

Unlike TikTok, Douyin clearly integrates e-commerce. Douyin users can complete purchases within the app by clicking links within each short video. Douyin thus becomes a viable sales channel, perfectly adapted to impulse purchases.

Link: https://agencychina.com/blog/e-commerce-on-douyin-5-tips-how-to-prepare/ 

WeChat to Reveal Users’ IP Location on a Public Posts

WeChat announced on Friday that it will begin displaying users’ whereabouts when they post on a public account.

WeChat, which is controlled by Tencent, said it would soon begin testing the setting, which only applies to users of its “public platform,” where they can comment on news, essays, and other written content published by official accounts.

The new settings will show the province or municipality of Chinese users who post on public accounts. Posts made by users from other countries on public accounts will show the nation indicated by their IP address.

WeChat, which has over 1.2 billion monthly users, stated in a notification that the action targeted misinformation about “local and international hot-topic topics,” but did not elaborate.

Link: https://mp.weixin.qq.com/s/-utfIpLwq7Iq6GKqldKRhw

A Part of Gen Z Decides to Give Up Filters on Social Media

Posting on WeChat is becoming increasingly tiresome for many individuals. Typically, it takes them 5 minutes to take photos and 1 hour to edit them in Photoshop, plus they have to think of an interesting environment to write in. Finally, it appears to be extra labour.

As a result, as more people become dissatisfied with social media, they want a platform that is easier and less stressful. Then, all of a sudden, a new app becomes extremely popular. It’s called “BeReal,” and it was created in France.

Users cannot upload photos to this platform. Instead, they can only utilise the app’s camera to snap a live photo. Furthermore, the platform lacks a filter and editing tool, so users may only send original photographs. Furthermore, BeReal does not allow users to choose when they want to snap photos and share them. Instead, the system tells every user to perform everything at once. Every time, users have only 2 minutes to shoot photos and upload them before it is too late. BeReal wishes to save the most genuine moment in your life. Furthermore, you cannot choose not to be genuine because both of your phone’s cameras will be activated, allowing people to see both your face and where you are. Finally, there are no “like,” “share,” or “comment” buttons on BeReal; the only way to communicate with your friend is to take a picture of yourself and send emoji.

The concept of BeReal is that they want people to calm down and forget those annoying data, while just focusing on what is happening in real life. Perhaps because of that, BeReal suddenly became popular. In the first quarter of 2022, the number of users increased by 315%. And it has become the Top 4th app in America, France, and England, just behind Instagram, Snapchat and Pinterest.

In France, 80% of the users are Gen Z, mainly because they are tired of pretending and being identified by others. They are not afraid of being “ugly”, they just want to be themselves rather than live in other people’s comments.

Link: https://mp.weixin.qq.com/s/5L0JpmtmXZ-j7Va2sVB-xQ

Glamping Swept China’s Social Media This Labor Day Holiday

Because of the COVID-19 control measures and continued domestic travel limitations, Chinese people spent their Labor Day holiday this year on short getaways and staycations. The most popular topic these days is “glamping” (glamorous camping). According to Ctrip data, online traffic for “camping” reached a historic high on the first day of the holiday, and search volume jumped by 90% over the previous week. There are nearly three million campaign-related UGC (user-generated content) entries on Xiaohongshu, ranging from gear photos to the journey itself.

From January to April of this year, the number of participants on Ctrip was five times that of the entire year of 2021. In addition, the number of camping facilities has increased by 800% since this year.

Camping can be classified into two categories: luxurious camping and survival camping. The first emphasises quality, whereas the second emphasises the difficulty of surviving in the field. The most popular is luxury camping because most people prefer to explore nature rather than build a genuine fire. And those stunning photographs on social media have had a huge influence on individuals who have never gone camping before, making camping a new fashion trend among young Chinese visitors.

This brisk growth portends a bright future for the outdoor equipment and apparel business. According to Daxue Consulting, the sector would be worth $100 billion (666.8 billion RMB) by 2025. Luxury residences were eager to seize this opportunity. Prada debuted its Outdoor Collection last year, a distinctive ready-to-wear line inspired by the great outdoors.

However, this part still has many obstacles, such as style, functioning, colours, activities, and so on. Players in this game should think outside the box and be more creative while maintaining quality.

Link: https://jingdaily.com/glamping-labor-day-china-prada-beast/?utm_source=Jing+Daily+Subscriber+List&utm_campaign=069f57ad7b-EMAIL_CAMPAIGN_2020_03_12_06_39_COPY_01&utm_medium=email&utm_term=0_8dec01cd8d-069f57ad7b-40884038

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The Week’s Update In China

February 23, 2022

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

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

Why it matters: 

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

Details: 

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

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

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

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

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

Why it matters: 

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

Details: 

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

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

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

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

How fashion can leverage blind box marketing in China

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

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

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

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

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

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

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

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

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

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

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

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

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

    At the same time, the “post-90s” account for more than 80% of property users, according to the most recent government statistics. Young people are the target audience for high-end brands.

  2. Second, the content community system is also good for the brand.
    The platform will guide customers to consistently develop high-quality content in Dewu’s content community system. When producing news on Dewu, for example, the platform will provide “high-quality strategic advice” to help people write high-quality news.

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

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

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China’s Latest Updates 

February 15, 2022

China’s first virtual magazine: a read in the Metaverse

Huasheng Media and Alimama have joined the newest Metaverse campaign in China. On February 9th, the two partners released MO Magazine, a virtual magazine that replaces traditional reading experiences with an immersive virtual reality environment.

This new medium is led by Ayayi, one of China’s most popular virtual KOLs, and Jing Boran, a Chinese actress, giving both hit figures even more clout in China while tapping into the need for Metaverse.

The digital area offers a futuristic sci-fi atmosphere in which spectators can learn about human civilisation in a digital museum that also includes an audio narrative about the earth’s evolution. This makes reading more engaging because viewers are not only players but also builders of the digital world, with the ability to contribute to the virtual “human evolution.”

Meanwhile, 88% of readers who completed the virtual reading were given a Metaverse Spaceship ticket, according to reports. In just two days, the virtual magazine has received over 400,000 views, with interest building when hashtags related to the launch of the magazine began trending on Weibo, attracting millions of views on the microblogging site.

Link: https://daoinsights.com/news/chinas-first-virtual-magazine-a-read-in-the-metaverse/ 

Shanghai Bans Effeminate Men, Money Worship in Commercial Ads

Shanghai’s market regulator released a new advertising rule on Wednesday, barring the representation of male characters in romantic relationships, effeminate men, and philosophies like money worship in commercials, among other things.

Advertisements are also barred from promoting ideologies such as “money worship, hedonism, extravagance, and soft pornography.” Also, to ensure that their communication is up to date, brands must be informed of new national and city-level legislation.

Link: https://www.sixthtone.com/news/1009633/shanghai-bans-effeminate-men%2C-money-worship-in-commercial-ads 

Alibaba: Consumption Trends for the Lunar Year of the Tiger

According to the short report, the event boosted ice and snow consumption when it coincided with the Olympic Games: over 1 million people visited the Olympic Games’ Tmall shop, and the mascot Bingdundun was sold out in one night.

In addition, there was a large increase in the sale of ski and ice sports equipment.

The festival became digital, ushering in a slew of new trends: Tiger-themed goods, such as backpacks, t-shirts, and caps, are quite popular. The search rate has climbed to 874%, while the number of people purchasing pre-cooked meals has increased by 345% via the Hema app.

Link: https://mp.weixin.qq.com/s/ZDzU2v1WeV7I42LkDeFSUg

WeChat: Keywords About the Lunar New Year of the Tiger

  • Over 5 billion WeChat hongbao with designed covers have been sent during the CNY, the total number of WeChat hongbao covers was 380 million.
  • The take out food order increased 13.8% compared to last year on New Year’s Eve and over 120 million people watched the Spring Festival Gala on WeChat Channels
  • The top 5 video themes on Moments were: fireworks, family reunion dinner, new year wishes, festival mood and count down
  • The Tiger welcome a new year was the top 1 WeChat status sticker 
  • Over 16 million coupons (over 800 million RMB) have been sent via WeChat pay and low carbon travel with Paperless boarding increased to about 82.3%

Link: https://mp.weixin.qq.com/s/FmxWAT-R8no-Gy-PxoL-9w

100 Keywords Forecast 2022

On January 27, 2022, Wunderman Thompson, a brand of WPP, released the future 100:2022 – trends and changes to watch in 2022.

This analysis projects 100 developing trends in ten categories in 2022, using 100 keywords: “culture,” “technology and innovation,” “tourism and vacation,” “brand and marketing,” “food and beverage,” “beauty,” “retail and business,” “new luxury life,” “health,” and “work.”

Brand and marketing 10 keywords:

Brandalism: In recent years, the advertising business has made significant attempts to achieve carbon net zero in its own operations. Activists argue that this isn’t enough and that the efforts pale in comparison to the carbon footprints of some of the advertising industry’s biggest clients.

“No matter how good the idea is, as long as it is to promote high-carbon products, provide misleading green packaging for oil companies, or use high-energy advertising screens, it is a kind of pollution and bad advertising.”

Co-creative platforms: The next generation of digital platforms puts the user in charge of their own creativity.

The new digital platform gives users more creative control, allowing them to take more initiative. They are a new set of creative people who meticulously develop virtual imagery, human designs, and self-expression.

Superfollowers: New in-app subscriptions on social platforms are allowing digital creators to monetize their work.

In terms of media content, social platforms are expanding to provide more than just amusement. Enhanced features and incentives to attract, gain, and keep a large following are fueling innovation and enriching social media dialogues for both producers and consumers.

Twitter, for example, allows authors to earn $2 to $10 per month by tweeting to their super fans; Twitter is also exploring business accounts to provide companies with special settings to display relevant information.

Branded virtual worlds: Gaming is increasingly displacing traditional advertising mediums, particularly among younger people.

As firms and marketers enter into this burgeoning field, expect to see more branded virtual worlds.

Allow users to compete in the virtual arena while wearing Nike apparel and equipment. P&G invites visitors to a virtual world where they may learn about the company’s product line, play games, and learn; BMW has established a virtual world that includes the IAA mobile 2021 International Auto Show and an exclusive Coldplay concert.

Users may learn about products, shop, and even watch movies in the virtual world thanks to SK-virtual II’s metropolis.

Euphoric ads: In brand advertising and engagement, happy moments are keeping spirits up.

Consumers value themes of optimism and unity, and businesses that emphasise these communal characteristics generate favourable responses from customers and increase involvement inside their branded communities.

Headless brands: A new wave of consumption creation is changing from the company’s control of the brand to the collective decision of brand, products and services

Regenerative brands: Across industries, more brands are stepping up to commit to regenerative practices, supercharging their sustainability goals.

Brands are acknowledging that doing less harm to the planet is no longer enough. Regenerating the world’s resources and repairing the damage is now the ultimate sustainability stretch goal.

New company manifestos: To stay culturally relevant and engage with today’s employees, companies are altering their internal brand messaging.

Companies are undergoing a rebranding process that aims to modernise internal rules to match today’s needs and prioritise employees. The move implies a new degree of regard for employee happiness and well-being, which necessitates a new level of understanding and empathy on the part of employers.

Dreamvertising: Brands and advertisers are looking to guide our dreams. 

77% of US marketers say they plan to use dream tech for advertising purposes in the next three years.

Augmented ads: With augmented reality, brands are taking their digital advertising to the next level.

AR ads are ushering in a new era of digital marketing and advertising—ads that people want to interact with.

To entice digital consumers, major brands are embracing augmented reality technologies to boost their digital advertising.

Link: https://www.oceanskycruises.com/sites/default/files/2022-01/The-Future-100-2022.pdf

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