marketing

The priority for most brands as Q3 draws to a close is ensuring that plans have been finalised and locked in for Singles’ Day. The shopping festival has now become a month-long opportunity to gain more traction through e-commerce stores, write Ryan Molloy and Frank Ren from RedFern Digital  There are three major components to Singles’ Day (falling on 11 November and also known as 11.11 or Double 11) that …

What is Pinduoduo – the fastest growing social commerce giant in China – and why brands should get on the bandwagon, according to Sara Danese from Azya, a digital specialist for wine and spirits brands entering China Pinduoduo – now China’s third-largest e-commerce platform with a 10.5% market share – is the fastest-growing Chinese social commerce platform with roots in lower-tier cities in China. Starting out fulfilling the needs of …

A new video series produced by Alibaba explores the role China has played in the growth of three British brands with a particular focus on the challenges of expanding internationally amid the Covid-19 pandemic, this time featuring Hawkins & Brimble Hawkins & Brimble started in 2016 after founder Stephen Shortt noticed a gap in the market for high quality and diverse men’s skincare and grooming products. Building the brand around …

A new video series produced by Alibaba explores the role China has played in the growth of three British brands with a particular focus on the challenges of expanding internationally amid the Covid-19 pandemic. First up: Teapigs. One of the many things that British and Chinese consumers share is a love of tea. That meant that for British brand Teapigs, China was a natural stepping stone in their international expansion. …

With tech, gaming and education companies out of favour with investors, consumer brands like Perfect Diary and HeyTea are capturing the hearts of venture capitalists and private equity firms, writes Mark Tanner from The China Skinny A scan down the US rich list reveals a gaggle of technocrats from Seattle and Silicon Valley. Warren Buffet, at number four, is the only name in the top nine who doesn’t fit that …

Demand for seafood in China has risen in recent years not only due to the growing middle class, but the popularity of short videos and live streams promoting it, writes Elijah Cao of RedFern Digital In 2009, Chinese consumers only made up 1% of the exports of Boston lobster from Canada or the US. Fast forward ten years to 2019, and the export volume had grown to 30%. Despite demand …

How did Coca-Cola, Levi’s, UGG and Absolut celebrate Pride Month in China, where attitudes towards the LGBTQ+ community are still conservative? And why did they launch their rainbow-themed campaigns a month early? Due to sensitivities when it comes to the LGBTQ+ movement in China, Pride campaigns are less widespread and are generally only braved by multinational companies. It is also rare to see the LGBTQ+ community feature in campaigns throughout …

Backed by Alibaba and Tencent, social e-commerce platform Xiaohongshu is known for its community of well-informed consumers and can be a boon for small consumer brands looking to generate word of mouth in China, writes Robynne Tindall When it comes to fashion and beauty in China, there is one platform that savvy shoppers know to turn to: Xiaohongshu. Sometimes compared to Instagram, Xiaohongshu is more akin to a blend of …

With a higher proportion of young, wealthy consumers than the West, China’s luxury marketplace is more dynamic and has a strong demand for innovative campaigns. Emily Riddell explores 5 ways international luxury brands like Cartier, Gucci and YSL have successfully connected with Chinese consumers The Chinese market has become the holy grail for luxury brands: in 2020, the country’s overall share of the global luxury market doubled to 20%. However, …

Often referred to as the “Chinese Quora,” Q&A platform Zhihu is one of China’s top social media platforms and has been backed by Tencent, Innovation Works and JD.com, writes Robynne Tindall. When it comes to social media marketing in China, the first platforms that spring to mind will almost certainly be WeChat, Weibo, and Douyin. While Zhihu may not be as well known on the international stage, its reputation as …