According to research carried out last year by Kantar Group, China's Generation Z will account for 40 per-cent of all Chinese consumers by 2020. This cohort is likely to be the most free-spending, savvy generation of consumers that China has ever seen, and that makes them an enticing prospect for
The likes of Versace and Coach are just the latest brands to have sailed into choppy waters, thanks to the recent PR crisis in China that are the stuff of marketers’ nightmares. Generally, the coverage around these scandals has tended to focus on the specifics of what sparked the outrage,
For most brands, approaching influencer marketing for the first time is a daunting task as there are so many influencer marketing scams used in China. Leveraging the power of influencers to reach and intended audience can be a minefield for inexperienced marketers, and getting it wrong is often costly in
Vloggers in China has become so pervasive that even short-video platform Douyin extended video time limits to capitalise on the trend. According to a June 2018 report from China Internet Watch, Chinese adult consumers spend 58 minutes consuming online videos on mobile per day, while a 2019 study on digital in China from
How to stand out on China's enormous, noisy, and fast-evolving social networks is a puzzle brands are constantly striving to solve. While there is no one-size-fits-all formula, brands' success stories seem to suggest time and again that creativity wins—and is amplified when it's paired with the appropriate influencer marketing strategies.
At 25, Su Yulie was heralded as the youngest angel investor in China. Now, the 33-year-old is surfing some of the biggest waves in Thailand and Hainan, showing off his boxing skills, and doing Muay Thai on the beach, and brands from Volcom to Honda have taken note. More than
Xiaohongshu (Little Red Book) is arguably one of the hottest platforms of 2019 and should be included in every brand's influencer marketing strategy. Not quite the cross-border e-commerce platform that many marketers predicted it would be, and not quite the review space once claimed by the likes of Dianping, Xiaohongshu
While no shortage of viral fitness-related social media posts has emerged from China in recent years, many have been deemed by outside observers as a “worrying” to a downright ridiculous take on body image. From comparing waist size to an A4 piece of paper to seeing how many coins will
Edward Bernays formalised the influencer marketing approach 100 years ago, although he wouldn’t call it that nor imagine today’s digital mediums. Since then, it has become a staple in marketing and advertising. However, modern-day influencer marketing on social media is still in its infancy. The typical approach is relatively unsophisticated,
Chinese consumers are now more discerning than ever before as they leverage their social media networks and turn to their favorite influencers to make informed purchasing decisions. To discover, develop, and deliver products customers can't live without, brands in China need to look to influencers to support the product marketing