Beyond WeChat: Top Chinese Social Media Platforms for Effective B2B Marketing

June 6, 2025

When discussing B2B marketing in China, WeChat is often the first platform that comes to mind—and for good reason. But to truly maximize your impact in the Chinese B2B market, a broader omni-channel approach is necessary. Several other Chinese social media platforms—like Weibo, Zhihu, and Maimai—offer powerful opportunities to connect with industry professionals, position your brand as a thought leader, and find new business leads.

Here’s how to leverage these platforms in your B2B strategy:

1. Weibo: Build Awareness and Monitor Industry Trends

Weibo is one of China’s largest microblogging platforms, offering real-time engagement and trend discovery. For foreign B2B brands entering the market, Weibo serves as a gateway to build brand awareness and join industry conversations.

Key Benefits:

  • Use hashtags to follow relevant conversations and competitors
  • Publish thought leadership content and company updates
  • Discover local partners and events by tracking trending keywords

Best Use Case:

Early-stage market entry, brand visibility, and competitor monitoring.

2. Zhihu: Establish Thought Leadership

Zhihu, China’s leading Q&A platform, is widely used by professionals seeking credible, in-depth knowledge. With its highly educated and engaged user base, Zhihu is ideal for demonstrating expertise and winning trust.

Key Benefits:

  • Answer industry-related questions to position your brand as a trusted expert
  • Publish long-form articles, whitepapers, and case studies
  • Build brand authority over time with consistent, high-quality engagement

Best Use Case:

Mid-funnel content strategy and thought leadership for vertical industries (e.g., SaaS, tech, manufacturing).

3. Maimai: Tap into China’s B2B Professional Network

Maimai is often referred to as China’s LinkedIn. It connects verified professionals and businesses, making it an ideal platform for lead generation, recruitment, and corporate branding in the B2B space.

Key Benefits:

  • Reach decision-makers directly through Maimai’s professional network
  • Run employer branding campaigns to attract talent and partners
  • Participate in B2B forums to grow visibility in your niche

Best Use Case:

Corporate relationship building, talent acquisition, and high-level B2B engagement.

Final Thoughts: Adopt an Omni-Channel Strategy for B2B Success

While WeChat remains the cornerstone of B2B digital marketing in China, platforms like Weibo, Zhihu, and Maimai offer complementary benefits that support brand visibility, industry credibility, and lead generation.

By integrating these platforms into your marketing strategy, you can:

  • Diversify touchpoints with target audiences
  • Build trust through content and dialogue
  • Stay agile in a dynamic digital ecosystem

Need help creating a China-ready B2B marketing plan?

Contact us today to develop a multi-platform strategy tailored to your business goals.

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Understanding Chinese High-Net-Worth Individuals (HNWIs) in 2025

April 7, 2025

China is now home to over 1.3 million high-net-worth individuals (HNWIs), representing one of the most influential and high-spending consumer segments globally. As we move through 2025, brands looking to capture the attention of this affluent group must understand their evolving lifestyle preferences, media habits, and consumption behaviors. Here are key insights and strategies to help brands effectively engage Chinese HNWIs.

Lifestyle Trends: Beyond Material Wealth

While financial success has brought Chinese HNWIs confidence and freedom of choice, it has not eliminated their desire for a more emotionally fulfilling life. Increasingly, they seek a balance between professional achievements and family or personal well-being.

This shift is driving demand for:

  • Family-oriented experiences
  • Personal development and self-care
  • Curated leisure activities that promote emotional connection

What This Means for Brands:

Luxury brands must move beyond material appeal and deliver emotionally resonant experiences that prioritize well-being, human connection, and exclusivity.

Investment Behavior: Value and Security Come First

In an uncertain economic climate, Chinese HNWIs are embracing a more conservative investment mindset. Their current priorities include:

  • Wealth preservation
  • Long-term, stable returns
  • Safe investment options like gold

What This Means for Brands:

Promote products and services that emphasize sustainability, longevity, and financial security. Messaging should appeal to their desire for stability and trustworthiness.

Consumption Behavior

Luxury Goods

  • 50% of HNWIs continue to purchase luxury items regardless of economic changes.
  • They value brand heritage, craftsmanship, and uniqueness.
  • Self-pleasure, subtlety, and personal style matter more than logos.

Beauty Products

  • HNWIs prefer high-performance, premium international skincare.
  • Makeup buying is trend-driven and intuitive.
  • Perfume is a form of self-expression; niche, exclusive scents are preferred.

Experiences

  • Interest in exclusive events, parent-child activities, and outdoor experiences is growing.

Media Habits: WeChat Remains the Center of Digital Life

WeChat is the most trusted and widely used digital platform among HNWIs in China. It provides a private, controlled environment where brands can foster deeper engagement through:

  • Official accounts
  • Mini-programs
  • Private groups (WeChat private domain)

In addition to digital platforms, HNWIs place high trust in advertisements in premium offline locations, particularly airports, due to their association with high status and exclusivity.

What This Means for Brands:

A robust WeChat strategy is essential. Combine subtle, personalized communications with high-status placements both online and offline.

Marketing Strategies to Reach Chinese HNWIs

To successfully engage this elite audience in 2025, brands should focus on:

1. Personalized & Exclusive Experiences

Offer one-on-one services, VIP access, and bespoke events to meet the need for exclusivity and emotional connection.

2. Security-Focused Messaging

Emphasize product reliability, financial value, and brand heritage to resonate with cautious, value-driven consumers.

3. Private Domain Marketing via WeChat

Leverage mini-programs and official accounts to provide tailored content, loyalty programs, and discreet communication.

4. Elegant and Subtle Digital Campaigns

Avoid aggressive sales tactics. Instead, use minimalist visuals, sophisticated storytelling, and value-led content.

5. Presence at Exclusive Events

Participate in or sponsor high-profile events such as luxury expos, automotive showcases, and curated cultural experiences.

Ready to Connect with China’s Elite?

If your brand is looking to create targeted campaigns that resonate with Chinese HNWIs, our team can help. Contact us today to develop a custom marketing strategy that aligns with their values, habits, and aspirations.

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WeChat: China’s Most Sustainable E-commerce Platform

March 20, 2025

For foreign brands entering the Chinese market, discussions around digital marketing often focus on the latest trending platforms like Douyin and Xiaohongshu (RED). While these channels generate significant buzz, WeChat remains the most critical and enduring digital platform in China.

Despite not always being in the spotlight, WeChat continues to be the country’s most widely used app and an indispensable tool for brands aiming to build lasting relationships with consumers. Unlike major e-commerce marketplaces such as Tmall and JD, which demand high advertising spend and platform commissions, WeChat provides brands with a lower-cost alternative for customer acquisition, direct engagement, and complete ownership of consumer data.

WeChat: More Than Just a Messaging App

Originally launched as a messaging app, WeChat has transformed into an all-encompassing digital ecosystem, offering brands multiple avenues to engage consumers:

  • Official Accounts – A powerful tool that functions like a combination of a website, blog, and email marketing system, enabling brands to share content, interact with users, and build a loyal community.
  • Mini Programs – Embedded apps within WeChat that provide seamless e-commerce, customer service, and loyalty features without requiring users to leave the platform.
  • WeChat Pay – An essential mobile payment system that dominates China’s cashless economy.
  • WeChat Channels – A short video and livestreaming feature that competes with Douyin and Kuaishou, offering brands an opportunity to engage users organically.
  • WeChat Groups – Exclusive communities where brands can foster deeper engagement and collect valuable consumer insights.

This extensive ecosystem enables users to consume content, interact with brands, and complete purchases all within a single platform, making WeChat an indispensable tool for digital commerce in China.

WeChat as a Digital Storefront for Brands

Unlike in Western markets, where consumers typically turn to Google or a company’s website for brand information, Chinese consumers often search directly on WeChat. This makes WeChat the go-to platform for discovering brands, learning about products, and engaging with customer service.

For many businesses, WeChat effectively replaces the need for a traditional website. However, many foreign brands underutilize their WeChat presence, with outdated content, inactive accounts, and broken links reducing engagement. Keeping a WeChat Official Account updated and interactive is as important as maintaining a website in other markets.

A Fully Owned Channel for Brands

One of the biggest challenges for brands operating in China is balancing the high cost of customer acquisition with long-term retention. Unlike Tmall, JD, and Douyin, where brands must constantly pay for visibility, WeChat allows businesses to build and nurture their own audience. This offers several advantages:

  • Lower Customer Acquisition Costs – WeChat provides a cost-effective alternative to traditional e-commerce platforms, where brands must bid for visibility.
  • Full Data Ownership – Unlike marketplaces that control customer data, WeChat enables brands to collect and analyze user interactions directly.
  • Seamless Omnichannel Integration – WeChat bridges online and offline engagement, making it easier to connect with consumers across multiple touchpoints.

For brands looking for a long-term, cost-efficient strategy in China, WeChat presents a powerful direct-to-consumer (D2C) model.

WeChat’s E-commerce Evolution

While platforms like Douyin and RED attract attention with viral trends, Tencent has been steadily enhancing WeChat’s e-commerce capabilities. WeChat Channels has emerged as a significant competitor to Douyin’s short video and livestream shopping ecosystem.

WeChat has streamlined merchant onboarding, simplified the sales process, and expanded commerce features to allow product purchases across multiple touchpoints—including posts, search, chat, and even gifting features. These improvements have led to substantial growth:

  • A 3x increase in active sellers last year
  • A 200% surge in total sales volume

This growth signals that more merchants are seeking sustainable alternatives to traditional e-commerce marketplaces and that consumers are increasingly shopping within the WeChat ecosystem.

Where Should Brands Focus?

Many international brands question whether WeChat should be prioritized over newer platforms like Douyin and RED or traditional marketplaces like Tmall. The answer depends on a brand’s objectives:

  • Douyin & RED – Best for brand awareness, viral content, and impulse-driven sales.
  • Tmall & JD – Ideal for reaching high-intent shoppers and providing an official retail presence.
  • WeChat – Most effective for fostering long-term engagement, driving repeat purchases, and building brand loyalty.

A well-rounded China digital strategy should leverage multiple platforms, utilizing each one’s strengths to target consumers at different stages of their journey. WeChat remains a key pillar of this strategy, particularly for brands looking to develop a sustainable, direct-to-consumer business model.

Leverage WeChat for Sustainable Growth in China

Navigating China’s complex digital landscape requires a tailored approach. Whether you’re looking to enhance your WeChat strategy or integrate it into a broader digital marketing plan, our team can help you optimize your presence and drive results.

Contact us today to explore how WeChat can support your brand’s long-term success in China.

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Key KOL Marketing Trends in China for 2025

March 7, 2025

Influencer marketing in China is evolving rapidly, with brands leveraging new strategies to maximize engagement, sales, and brand authenticity. As we enter 2025, several key trends are reshaping the landscape, offering fresh opportunities for businesses to optimize their influencer collaborations. Here’s what to expect and how to stay ahead of the curve.

Key Influencer Distribution Across Major Social Platforms

1. More Direct and Sales-Driven Influencer Marketing

Influencer marketing in China is shifting from subtle brand mentions to more strategic, sales-oriented collaborations. Brands are increasingly focusing on three main approaches:

  • Influencer Branding – Strengthening brand presence within influencer content to create a deeper connection with audiences.
  • Influencer Seeding – Tapping into influencers’ personal experiences and testimonials to build trust and drive brand consideration.
  • Influencer Conversion – Utilizing influencer-driven campaigns to generate direct sales, particularly through livestream shopping and interactive content.

2. In-House Influencer Strategies Are Growing

Many brands are shifting their focus from external influencers to internal brand ambassadors, known as KOBs (Key Opinion Bosses), KOSs (Key Opinion Sales), and KOEs (Key Opinion Employees). This approach enhances authenticity, builds trust, and offers a more cost-efficient way to engage with audiences while maintaining brand consistency.

3. The Rise of Micro-Influencers

Influencers with fewer than 1,000 followers are proving to be highly effective in driving engagement and conversions. Their smaller but highly engaged communities allow brands to foster deeper connections and build trust with their target audiences. As a result, micro-influencer marketing is becoming an increasingly attractive option for brands looking for cost-effective and results-driven campaigns.

4. International Influencers Entering Xiaohongshu

With the rise of global influencers on Xiaohongshu (RED), largely due to the “TikTok Refugees” phenomenon, brands now have a unique opportunity to collaborate with international content creators. This trend allows brands to reach a diverse audience, blending cross-cultural content strategies with localized marketing efforts to drive engagement and brand awareness.

Want to explore how these trends can enhance your marketing strategy? Contact us to develop a customized influencer marketing approach that aligns with your brand’s goals.

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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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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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Examining Potential: Evaluating China’s Most Recent Advances in Landscape

February 19, 2024
  1. The unique way that Generation Z in China is celebrating Chinese New Year
  • hanfu, prayer bracelets, and a dragon frenzy

Traditional buying habits are changing due to the rise of Generation Z. Traditional gifts are being avoided by younger shoppers. They are choosing, instead, more meaningful and customised things that speak to their unique identities.

  • Travelling, but not home

There will be 1.8 million passenger trips per day on average into and out of the Chinese mainland, which is about 3.3 times more than there were the previous year. The majority of these trips were made by people going back to their hometowns. But a growing number of China’s youth is choosing to diverge from this custom, and is instead opting to travel.

  • Balancing red packets and financial wellbeing

As members of China’s Gen Z stand at the crossroads of tradition and modernity. They are not abandoning the customs passed down through generations, but are instead redefining them to resonate with contemporary realities and modern demands of financial and emotional well-being.

LINK: https://jingdaily.com/posts/how-china-s-gen-z-is-doing-cny-differently

  1. Macau welcomes Galeries Lafayette.

The chain’s fourth location in China has opened, Galeries Lafayette, Macau. By 2025, Galeries hopes to have ten locations in China thanks to this new partnership. The pandemic delayed development plans, which had called for the opening of branches in Macau and Chongqing for late 2022.

Galeries Lafayette is refocusing on luxury brands with this new joint venture, with the goal of sharing “a certain vision of the French art of living.”

LINK: https://daoinsights.com/news/galeries-lafayette-lands-in-macau/

  1. From Hangzhou to Harbin: Alibaba’s Fliggy sets out on winter road trip
  • Fliggy, an online travel agency owned by Alibaba, launched a travel campaign by capitalising on the winter travel trend.
  • Fliggy Bus made the entire journey to Harbin while offering gifts and coffee along the way. In order to generate interest in snow and ice tourism, Fliggy assumed the role of explorer for this campaign.
  • Thanks to deliberate government investments in the industry, ice skating and snowboarding are two of the most popular holiday pastimes for upper-middle class consumers.
  • Travelling pop-ups are a great marketing tactic for a spate of brands, not just for travel or outdoor specialists. Non-travel brands can partner up with a travel booking platform or outdoor clothing brand to help provide offline activities to consumers

LINK: https://daoinsights.com/works/from-hangzhou-to-harbin-alibabas-fliggy-set-outs-on-winter-road-trip/

  1. WeChat E-commerce Amplifies with Video Account Surge
  • The 2023 Gross Merchandise Value (GMV) figures are projected to hit between 120 and 150 billion yuan (vs 50 billion yuan in 2022). However, the sector’s scale remains modest compared to giants like Alibaba, JD.com, Pinduoduo, Douyin, Kuaishou, whose GMVs have breached the trillion yuan mark
  • A significant development is Tencent’s integration of video account e-commerce with its WeChat advertising system, allowing for video account livestreams to be promoted within Moments. This new feature opens up fresh avenues for traffic acquisition, potentially boosting conversion rates by shortening the consumer journey from ad click to purchase.
  • The integration extends beyond advertising, as various e-commerce formats within the WeChat ecosystem, such as social commerce and mini-program commerce, are linked up with video account e-commerce. This strategic move positions video accounts as a foundational infrastructure within WeChat e-commerce, facilitating a seamless flow of both public and private domain traffic within the social network.

LINK: https://www.chinainternetwatch.com/43528/tencent-video-account-ecommerce/

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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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