Xiao Zhan
How Gucci Establishes Long-Term Relationships With Chinese Celebrities
Jing Daily looks at how Gucci builds long-term relationships with Chinese celebrities and collaborates with them to create engaging content. Read More
How Luxury Brands Prosper From China’s Scary C-pop Fans
C-pop stars have taken over luxury campaigns thanks to young China’s surging purchasing power. But how can brands avoid the pitfalls of these fan economies? Read More
China’s LGBT Trust Can’t Be Bought
During Pride month, Jing Daily looks at China’s LGBT community and ways for luxury to support its members. Read More
Tod’s Leverages Idol Power In China To Boost Image
The Social Edition is our weekly series highlighting luxury initiatives in China’s social media landscape: WeChat, Weibo, Tmall, Douyin, and beyond. Read More
Watchmaker Panerai Makes A Digital Leap In China
The Social Edition is our weekly series which deep dives into luxury initiatives in China’s social media landscape. Every week, we highlight brand campaigns distributed on Chinese digital platforms — WeChat,… Read More
What the World Needs to Learn From Chinese Content Commerce: Part Three
Although branded film and video productions are nothing new, in China they have gained widespread acceptance as a hybrid art form-marketing vehicle. Read More
Is Li Ning Ready To Challenge Nike In China?
Li Ning’s global ambassador post collected 1 billion views, selling out its latest collection in minutes. But can the sportswear brand beat Nike in China? Read More
Chinese Sportswear Giant Anta Rides China’s Winter Olympics Fever
Chinese sportswear brand Anta launched its “Keep Moving” campaign, rolling out omni-channel marketing tactics to leverage the winter sports fever in China. Read More
Celebrity Endorsements Are Drastically Changing In China
Luxury brand approaches to celebrity endorsements have shifted in China over the last year, thanks to the country’s always-changing social media sphere. Read More
The R3 February List: The Rise of the Chinese Celebrities Fighting COVID-19
Despite some initial controversy, the top-ranked celebrity Han Hong built a positive public image with her charity foundation by acting quickly in response to COVID-19. Read More
