As we bid farewell to 2020, it’s safe to say that brands have been through the wringer. Marketing and promotions have been more challenging than usual thanks to the COVID-19 pandemic and its lingering effects on the supply chain, consumption habits, and broader economic conditions. Having said that, some brands have still managed to achieve remarkable successes that other brands
Cross-border co-branding, fashion shows, pop-up stores, event sponsorship, fan events ... it’s safe to say KOL marketing is both complicated and exhausting for fashion brands. And the truth is that figuring out how to make fashion brands stand out in the eyes of consumers and persuading fans of a KOL to become fans of the brand is a challenging task.
Growth in e-commerce for parenting brands has slowed significantly in recent years. A 2019 report on the market for parenting and baby products showed just 8.6 percent year-on-year growth for 2019, which was half the figure for the previous year. Those disappointing results were just the latest in a downward trend that has seen growth in the sector stall since
The new year is coming rapidly into view, and for marketers, there’s no time to pause to reflect on the canceled events, improvisations, and pivots to digital that defined this year, dominated as it has been by the COVID-19 pandemic. One of the biggest takeaways from the pandemic has been the need for brands to build their capacity for flexibility,
Alibaba’s Double 11 2020 events racked up a record-breaking RMB 498 billion in sales this year, almost doubling last year’s total. KOLs and celebrity influencers played a key role in driving sales to those new heights, with brands spending more than ever on partnerships. The main reason this year’s sales tally eclipsed Double 11 2019 was that this year’s event
With the finishing line in sight for 2020, brands are preparing for a new year and trying to forecast what the 2021 KOL marketing in China landscape will look like. Of course, COVID-19 made this year unlike any other, but some of the fallout from the pandemic merely reflected an acceleration of trends that were already in motion – consolidating