branding

Ultimate Frisbee and other niche sports are taking off in China, and international brands like Lululemon and Nike are taking note. Qing Na from Dao Insights examines how the rise of these sports offers useful lessons about marketing to a Gen Z audience in China Despite making its way to China over 30 years ago, the game of ultimate frisbee has only recently risen to become a popular form of …

Nescafé and Harbin Beer have shown that brands can stand out in the crowded Chinese market and create a message that resonates with Chinese consumers according to creative agency Jones Knowles Ritchie We now live in a highly digital world where having an e-commerce channel is no longer just an option, but a necessity. This is especially true in China’s sophisticated marketing landscape, where most companies must establish an e-commerce presence …

While brands like Nike, H&M and Adidas have taken a hit in China in recent months, 2021 was a phenomenal year for the growth of Chinese brands. Dao Insights describes how new trends like guochao, aka ‘the rise of national brands,’ and China’s plentiful shopping festivals have stirred up national pride, while many Chinese brands have developed unique strategies to meet consumer needs With so many emerging Chinese brands cropping …

From partnerships with local distributors to live streaming with KOLs, Mark Tanner of The China Skinny looks at the factors that could be threatening your IP and brand image in China As Omicron outbreaks spread in many cities across China, there is little to no likelihood of China opening up in the first half of 2022, and just a slim chance that we may start to see signs of a …

As the Beijing 2022 Winter Olympics has come to an end, one name has attracted the most attention both on and off the slopes: Eileen Gu. With so much attention on the young freestyle skier, Nik Alderson asks, who is Eileen Gu and why does it matter? With so many questions and potential controversies swirling around the Beijing 2022 Winter Olympics — from geopolitical tensions to whether China could maintain …

With sales of Nike and Adidas in China weakening, can Chinese brands like Anta step in to fill the gap? Juliette Pitt looks at how the Beijing 2022 Winter Olympics and a partnership with Eileen Gu are helping to cement Anta as a market leader China’s athleisure market is booming. As more and more Chinese people make fitness part of their daily schedule, China’s sportswear market has become the second-largest …

Companies from appliance maker Midea to cosmetics brand Perfect Diary have featured cats and dogs in advertising campaigns that tap into Gen Z’s love of pets. Juliette Pitt examines how pets could help your business succeed in China – and why you should start taking canine KOLs more seriously Over the last 30 years, the status of pets in China has evolved from watchdogs and rat catchers to part of …

From Coca-Cola to P&G, brands have been creating tailored campaigns for the Beijing Winter Olympics that incorporate Chinese elements. Juliette Pitt looks at some of the most popular 2022 Winter Olympics campaigns so far Both the summer and winter Olympics are a unique chance for a country to show off its infrastructure, culture and sporting ability on a world stage with millions of international viewers. For global consumer giants and …

From Nike and Coca Cola, to Gucci x Doraemon, these are the brands that ran thoughtful Chinese New Year marketing campaigns in 2021 – and how you can learn from them going into the Year of the Tiger: Sandra Weiss from RedFern Digital explains how to develop a successful CNY marketing campaign … As one of the most celebrated events in China and a festival often associated with gifting and …

An increasingly health-conscious China still has an appetite for foreign vitamin and supplements brands, despite growing domestic competition. RedFern Digital spoke to Benji Lamb from British supplement brand Vitabiotics about how British brands can tailor their offering to maximise success in China Benji Lamb is the director of China and South Asia at Vitabiotics, the UK’s number one vitamin and supplements brand. China is one of Vitabiotics’ top three markets …