Content Commerce
Asia Demand Drives Estée Lauder’s Global Performance
Better-than-expected e-commerce sales, continued demand for skincare, and a home fragrance craze in China fueled Estée Lauder’s growth this quarter. Read More
Cartier’s Content-Commerce Prowess Attracts a New Generation of Consumers in China
Nearly 30 years after entering the mainland Chinese market, Cartier has been an unlikely fast mover in adopting a comprehensive digital-first marketing strategy, helping the storied brand reach a new generation… Read More
China, Once Again, To The Rescue For Capri Holdings
Backed by Michael Kors, Jimmy Choo, and Versace, Capri Holdings announced its third-quarter fiscal 2021 results, with China recording double-digit growth. Read More
Future Tech China: Douyin’s Winning 2021 Playbook
The gloves are coming off for Douyin this year. Here are five things they’ll do to guarantee their ascendancy at home in China over the course of 2021. Read More
Sotheby’s Takes a Content-Commerce Leap With Bulgari
The Covid-19 pandemic has seen virtually every major global brand accelerating their digital initiatives through e-commerce, with more seeking to add livestreaming into the mix to reach and sell to… Read More
Could Low-End Shein Become the H&M of China?
As TikTok has become an important marketing avenue for brands hoping to tap the spending power of its largely Gen Z audience, few have capitalized quite as well on the… Read More
Knowledge-Based Video Content Is the Latest Battleground for Chinese Tech
Brands worldwide are already well aware of China’s short video boom of the last few years, which has powered the growth of hugely popular platforms such as Bytedance’s Douyin (TikTok’s… Read More
Luxury Mahjong Without Cultural Appropriation
The Mahjong Line controversy shows that without the right context and intention, attempts at cultural adaptations can turn into appropriation. Read More
How Are Luxury Brands Juggling the Paradox of Exclusivity and Inclusivity?
In a world pushing for greater inclusivity, luxury’s focus is on the stories brands can tell and the experiences they can offer. Read More
Ongoing Pandemic to Fuel Brand-Funded Content in 2021
With consumers around the world still spending a significant amount of time at home — whether by choice or as required by law — traditional marketing strategies will become even… Read More
