Creative
Trending Brands on Chinese Reality Shows: Luxury’s First Steps
From partnering with major e-commerce platforms to signing up the hottest young celebrities, China has transformed how luxury brands position themselves. Read More
Why Jo Malone’s “London Gent” Advertisement Backfired
If John Boyega’s successful Jo Malone campaign hinged on authenticity and diversity, the brand’s Chinese version exuded the exact opposite. Read More
How Chinese Tech Builds Trust, Part II: China’s Marketplaces Are Like Tinder for Brands
Content production, engagement, and storytelling are key elements when brand communication is taking place largely through digital feeds. Read More
Prada’s Shanghai Pop Up Fuses Art and Luxury
As Shanghai tiptoes towards post-pandemic normalcy, comfort food and reunion hold an ever-prominent role in the minds of city residents. Read More
Hour-Long Livestreaming Event Sets New Beauty Sales Record for DFS
Leading travel retailer DFS launched its first in-store livestreaming event for customers this week with outstanding results. Read More
When Controversy Hits in China, Luxury Brands Bank on Short Attention Spans
Some global luxury brands have created marketing campaigns that have offend the sensibilities of Chinese netizens. What lessons can be learned? Read More
What Did We Learn Studying Douyin’s 100 Top-Performing E-commerce Campaigns?
The top-100 best-selling KOL campaigns on Douyin during the last 30 days provides interesting insights into Douyin marketing. Read More
Are Chinese Consumers Over Celebrity Livestreaming?
As e-commerce livestreaming has taken off in China, celebrities have started flocking to the format as a way to generating income. Read More
Mulberry’s New Marketing Approach in China Might Not Be Enough
The British luxury brand Mulberry announced that it had chosen the agency ForwardPMX to lead a new “performance marketing program” in China. Read More
How to Earn Brand Loyalty From Chinese Gen Z
As China’s Gen Z youth comes of age, they will become one of the most prized groups of Chinese consumers. But how to earn brand loyalty from this group? Read More
