Content Commerce
When Will Luxury Brands Take Resale In-House?
In the established luxury markets of North America, Europe, and Japan, resale has become a big business, one that is only becoming more important with younger consumers displaying a preference… Read More
Swarovski’s Brand Refresh: China-Facing or China-Inspired?
The bold, colorful nature of the Swarovski refresh will appeal to China's Gen Z consumers — and what work for them proves to work globally. Read More
What Can China Learn From the West About Secondhand Fashion?
China’s demand for luxury goods meant that the potential market for secondhand apparel was largely ignored until recent years, while it boomed in the West. Read More
Why Isn’t Gucci’s Near-Flawless Content-Commerce Strategy More Successful?
Reviewing Gucci’s recent activities, it's clear that the brand is one of the best in marketing, begging the question: Why didn’t it do even better in 2020? Read More
Is Space the Final Frontier for Brand Marketing?
With its escapist and futuristic appeal that draws universal fascination, outer space can be an ideal tool for brands to provoke awe through advertising. Read More
Cash for Creators and the Battle for Short Video Dominance in China
Although far from new in China, short video is shaping up to become a bigger battleground for platforms in 2021, with implications for brands and content creators as well. Douyin, the… Read More
An Anta-Owned Reebok Could Be Big for Fitness in China
Adidas has confirmed plans to sell off U.S. fitness brand Reebok, which it purchased in 2006, as part of the German sportswear giant’s new five-year strategy (to be released in… Read More
Alibaba Seeks to Open a Path Into the European Market
China’s e-commerce giants are making gradual progress in established markets like Europe, expanding westward via targeted deals and consumer-led marketing that could threaten the dominance of Amazon and local players.… Read More
With Trump Gone, TikTok Could Get a Chinese Makeover in 2021
Having weathered a crusade by former President Trump to force the sale of TikTok’s U.S. operations to a consortium led by Oracle and Walmart (a deal that looks like it… Read More
Will Global Brands Take the Podcast Plunge in China?
Branded content could be the next frontier for podcasts in China, as audio platform Lizhi announced its partnership with toy maker Pop Mart last week. Read More
