Creative
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
Loewe’s Content-Commerce Approach is the Winning Luxury Strategy for the 2020s
Spanish luxury brand Loewe proves that it is possible to build a strong consumer base through a strong content-commerce-based strategy in China. Read More
Bilibili Wants to Help Brands “Sparkle” With Content
The trendy video platform Bilibili is opening up its Sparkle service to help match brands with its popular creators (aka Uploaders). Read More
Creating Community Content to Influence Chinese Customers
“Content is king” — When it comes to community building, content specifically created for members is an indispensable tool for the marketer. Read More
Douyin Beauty Industry Report
The new Douyin Beauty Industry Report 2020 shows the platform is increasingly becoming a good marketing channel for beauty and cosmetics brands. Read More
Decoding “Too Cool” — The Uprising Subculture That Embraces Looking “Tasteless”
“Too Cool” was once used with contempt towards China’s rural population, but now it’s been re-labeled as “cool” by young Chinese netizens. Read More
