Often compared to Instagram or Pinterest, Xiaohongshu (or RED in English) helps users discover and buy luxury, fashion and beauty products. It can also be an essential tool for building community around a brand in China, writes Mark Bellamy from Aiken Digital. Comparing Chinese platforms to those we are familiar with in the West often provides a helpful analogy for understanding the way they work: WeChat and WhatsApp; Tmall and …
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 …
The unlikely star of Team GB’s Winter Olympic showing so far isn’t an athlete — it’s the outfits from the opening ceremony, which attracted thousands of positive comments from Weibo and WeChat users in China, writes Robynne Tindall With the amount of media attention directed at the 2022 Winter Olympics in Beijing, it has been hard to predict what the top news headlines would be in advance. However, perhaps no …
China’s cosmetics market has exhibited a strong recovery since the beginning of the Covid-19 pandemic, with consumers increasingly willing to spend money on make-up created by domestic brands like Florasis and Perfect Diary. Juliette Pitt investigates whether British brands still have a chance at breaking into the market Cosmetics is an umbrella term for products used to ‘enhance’ one’s appearance, with the most common products that fall under this category …
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 …
From Tesla to Bulgari, an increasing number of brands are choosing to collaborate with CGI/AI-generated influencers to promote their products and avoid celebrity controversies. Dao Insights explores what this means for the future of the influencer industry in China Online influencers, normally consisting of well-known celebrities and popular live streamers, have long been a dominating force in China’s digital marketing landscape. But these real-world celebrities are facing increasing competition from …
With purchases of men’s skincare and cosmetics on the rise around the world, but especially in China, RedFern Digital spoke to Jake Xu, founder of skincare brand Shakeup Cosmetics, to find out what works, how live streaming helps, and what to look out for when choosing a trade partner Skincare and cosmetics is a crowded market, but one segment that is still developing is products targeted at men. Many men …
From Alibaba and WeChat to Beike, Chinese companies are starting to actively target the elderly market in China – and it’s big. As Miranda Yuan from Dao Insights argues, brands that understand the problems facing older people and offer effective solutions to them will have a major advantage going forward While technology offers a window to the outside world for younger digital natives, older people are often locked out of …