How to Earn Brand Loyalty From Chinese Gen Z
As China’s Gen Z youth comes of age, they will become one of the most prized groups of Chinese consumers. But there's one problem that is plaguing marketers: surveys of these young, affluent consumers frequently report that when it comes to brands, Chinese Gen Z shoppers are extremely disloyal. So, the big question on many marketers' minds is, "how to
Creating Community Content to Influence Chinese Customers
Commonly, the goal of brand-initiated interactions with Chinese customers is to sell something. However, this behavior runs contrary to social norms, inhibiting deeper relationships with Chinese customers and the formation of communities. Community content aims to establish or increase trust, affinity, and reciprocity, which ultimately greases the wheels of influence. “Content is king” is one of social media marketing’s favorite
Community Building is Key to Customer Retention in China
Customer acquisition is an expensive business for brands all around the world, and the Chinese market is no different, which is why brands need to make customer retention a top priority. Community building is one of the most effective strategies brands can deploy to convert first-time customers into long-term advocates for the brand. This can take many forms, but brands
Live-streaming Scams & Struggles in China
The allure of live-streaming e-commerce in China is undeniable, and the COVID-19 pandemic only amplified the trend. The format has exploded in popularity across all customer segments and demographics. Essentially, every major social platform now has live-streaming features with seamless e-commerce integration. Most brand marketers are salivating because star live-streamers are claiming to sell thousands of units in minutes. However, when something appears too good
KOL Diaries VOL.9 | @Lily: A week in the life of designer and KOL
Fashion designer and blogger @李玄 Lily (Li Xuan) shares in our 9th installment of KOL Diaries how she balances her schedule between work, play, and being a mother. Fashion Blogger | @李玄Lily Place: Shanghai Occupation: Fashion Designer&Blogger Platforms: Weibo, WeChat, Oasis, Xiaohongshu A graduate from the Department of Fashion Design at Donghua University, Lily likes to experience life as a
How to Reach Chinese Young Consumers with Bilibili
By now, most people have probably seen the Bilibili’s “The Next Wave” video, narrated by actor He Bing. The 2.5-minute-long ad about Chinese Young Consumers (Gen Z) divided public opinion, but the promotional piece does a decent job of highlighting the characteristics of Bilibili and its users. Generation Z refers to consumers born between 1995 and 2009. The demographic cohort is known