Social Media

No longer just a Lunar New Year tradition, brands are using red envelopes to multiply their reach and convert digital campaigns into in-store purchases. Read More

With plenty of disposable income and ample access to the latest international trends and brands, Chinese students abroad have an outsized influence on the style of their peers' back home. Read More

We round up the top WeChat campaigns from luxury fashion brands over the past month, including efforts from YSL, Hermès, Fendi, and Miu Miu. Read More

Raised as only children, video games served as substitute siblings for many Chinese millennials. Brands such as Hermès and Dior have found ways to tap into that emotional connection. Read More

Having garnered a huge audience streaming on Momo, Yizhibo, Meipai, and Huajiao, Lauren Hallanan has first-hand experience of which platforms are best suited to brands. Read More

With competition for content creators and viewers at an all time high, Meipai's "system upgrade" couldn't come at a worse time. Read More

Chinese consumers are enthusiastic viewers of fashion week livestreams. But are brands making the most of the opportunity? Read More

When it comes to the media value of different luxury brands, Chanel is leading the list thanks to a high proportion of organic mentions by influencers, followed by Lancôme, YSL, OLAY, and SK-II. Read More

Celebrity remains integral to Givenchy's marketing in China, where Li Yuchun was hired as the brand's first Chinese brand ambassador. Read More

Over the past year, Musical.ly copycat Douyin has quickly become the go-to app for China’s post-95s. International brands have already run successful campaigns on the app, but is it a good choice for the luxury industry? Read More