Uncovering Potential: Evaluating the Most Recent Developments in China’s Sector

December 6, 2023

1.Alibaba is being urged by Jack Ma to “change and reform” 

In an internal memo, Alibaba founder Jack Ma made an infrequent appearance and urged the e-commerce behemoth to “change and reform” following rival PDD’s stronger earnings report, which almost brought Alibaba’s market capitalization within striking distance. 

Ma called on Alibaba staff members to return to the company’s mission and vision to reform in order to secure “tomorrow and the day after glory,” while congratulating the eight-year-old PDD for its decision-making, execution, and efforts over the previous few years. 

Even though Taobao and Tmall Group are the most profitable divisions of Alibaba, new players in the e-commerce space, such as PDD and ByteDance’s Douyin, are posing a threat. 

Ma continued, saying he believed AI e-commerce was only getting started, which offered both an opportunity and a challenge. This statement aligns with Alibaba’s primary strategic focuses, previously disclosed by the new Alibaba CEO Eddie Wu, which prioritise being “user first” and “AI-driven.”

LINK: https://36kr.com/p/2538801460323843 

 

2.Prada showcases beauty and power with women’s national football players 

Three players from China’s women’s national football team—Yang Lina, Chen Qiaozhu, and Dou Jiaxing—participated in the launch of Prada’s newest campaign on November 21. This campaign followed the format of their campaign with 4 other Chinese women athletes early last year. Prada and Douyin, the Chinese counterpart of TikTok, collaborated to release a fashion shoot video and two clips featuring football players conducting one another’s interviews.

Prada officially partnered with the women’s national football team in July, just before the FIFA Women’s World Cup. 

The players and the Chinese national team received a resounding reception online, garnering over 35,000 likes across the three videos and hundreds of comments, proving that their efforts were worthwhile.

LINK: https://daoinsights.com/news/prada-showcases-beauty-and-power-with-womens-national-football-players/

 

3.Virtual bling takes over Chinese social media

Young Chinese consumers have discovered a creative way to enjoy a luxurious lifestyle without having to pay the price tag, in an era of digital technology where image frequently takes precedence. With photo editing, users can virtually try on and showcase luxury items like jewellery, handbags, and cosmetics without having to pay for the real thing. This new trend is called dianzi dapai, or “digital high-end brands” in English.

Because it gives young people an alternative to traditional luxury consumption, this newly discovered virtual luxury experience is appealing.

Mixing irony and fun, the trend indicates a shift in how the younger generation perceives and interacts with luxury brands. 

Given that numerous luxury brands own patents on their designs, legal experts caution against possible infringement issues.

It sends a strong message to luxury brands hoping to get into or grow in the Chinese market: success in this market will largely depend on how well they can combine the appeal of their goods with the technological sophistication of this market.

LINK: https://daoinsights.com/news/virtual-bling-takes-over-chinese-social-media/

 

4.What luxury brands can learn from Zara’s new China livestream concept

Zara is setting the bar. At first glance, the brand’s most recent broadcast could be mistaken for a movie or music video backdrop thanks to its 9,000-square-meter set, 12 cameras, and 50 professionals.

 Zara’s was much more controlled and orchestrated. The presenter demonstrated the brand’s sophistication and style by taking her time while posing for the products.

With no live broadcasting noise or sales, the anchors were conversing casually about merchandise, coordinated looks, and fashion.

Luxury brands could integrate interactive elements into their broadcasts, like live Q&A sessions with designers or virtual tours of ateliers, for a more holistic brand experience. Making the livestream not just informative but also engaging and memorable.

The goal should be to create a memorable brand experience that resonates with the audience, fostering loyalty and elevating the brand’s status in the consumer’s mind.

LINK: https://jingdaily.com/china-hard-luxury-report-promo/ 

 

5.WeChat Index Adds Live-streaming as Data Source

WeChat Index added livestreaming as a new source to help users better understand the popularity of keywords within the WeChat ecosystem.

WeChat index live-streaming source data will be factored into the computation starting on October 1, 2023. 

The following changes are expected to be observed: 

-The index number of keywords will increase.

-Records of changes in keywords may disappear or be added.

-The data source chart adds “live” sources, and the proportion of each source channel will change.


LINK: https://mp.weixin.qq.com/s/lzNt8iVAgwRygrfmclrM5w

 

6.Luxury Lessons From China’s Singles’ Day 2023

Luxury Brands Adapt to Consumer Behaviour:

Acknowledging the growing trend of “exquisite poverty” (精茴穷) among younger consumers, luxury brands deliberately engaged in Singles’ Day promotions. Companies that understood changing consumer tastes, like Gucci, Balenciaga, and Max Mara, provided exclusive items and interest-free instalment plans.

Trends and AI Integration:

During the event, Gen-Z consumers demonstrated a preference for jewelry, home furnishings, and wedding products. Their skill at taking advantage of platform discounts presented difficulties, though. Additionally, the integration of AI and the promotion of China-focused products emerged as prominent trends, indicating a shift towards technologically-driven shopping experiences.

AI produced virtual try-ons for MCM and Ralph Lauren, using the “Miaoya Camera” to create consumer avatars for clothing try-ons. Tmall (and Taobao) introduced 10 free AI features for merchants and launched a generative AI chatbot named Wenwen to address user queries.

The vulnerabilities of the platform have grown to be a serious problem. By employing reverse bundling strategies to take advantage of sales on high-end merchandise from labels like Dior, Versace, Burberry, and Ralph Lauren, young consumers are gaming the system. These tactics are widely discussed on social media platforms like Xiaohongshu, and their prevalence has disrupted business operations.

It’s a key occasion for consumers in China’s fourth- and fifth-tier cities who lack access to physical luxury brand stores in their areas.

While Tmall and JD.com accounted for the majority of sales during the event, orders across other social commerce platforms were up significantly: 20% on Pinduoduo, 50% on Kuaishou—and Douyin saw a jump of 119%. Xiaohongshu was a big winner too. According to the company, live-streaming sales saw an astounding 420% increase in addition to a 380% year-over-year increase in GMV. 

LINK: https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/gemmawilliams/2023/11/15/luxury-lessons-from-chinas-singles-day-2023/amp/

 

7.Douyin’s e-commerce clampdown: platform cancels controversial sales star Xinba

Popular livestream anchor Douyin banned Xin Youzhi, also known as “sales king” and Xinba, at noon on November 2 for repeatedly posting misleading content, demeaning others, and inciting strife on China’s version of TikTok.

Douyin unveiled new rules earlier this year that prohibit offensive language, unfair competition, and malicious speculating among anchors’ online conduct. 

The move against Xinba is an indication that the industry leader in social commerce is taking tough measures against vendors in an effort to raise the caliber of its live streaming offerings.

LINK: https://jingdaily.com/douyins-e-commerce-clampdown-platform-cancels-controversial-sales-star-xinba/ 

You may also like

Revealing Potential: Assessing the Latest Advances in China’s Industry

November 9, 2023

1.WeChat added recommended attention traffic entry

Addition of traffic entry to the WeChat account homepage. After selecting “follow account,” the account of “other followers also like” will appear, asking how many friends have looked at the account. If you click the “more” button in the upper right corner of the screen, a list of 18 suggested accounts for attention will appear.

 

2.Tmall Double-11 155 brands opened to break 100 million, the first hour of 70,000 brands more than last year all day

On October 31, at 8 PM, Tmall Double 11 officially opened for business. 155 brands were available for purchase, and in the first hour, 71,900 brands were sold—more than on the first day of the previous year.

A total of 14 brand live broadcasts broke 100 million, 280 store direct broadcast rooms broke 10 million, the opening of 29 direct broadcast rooms broke 100 million, and the store broadcast became a new dividend for brand growth. 

The live broadcast of drinks continued to be hot, with a year-on-year growth of 782% in 4 hours. Azhuo Tavern, wine fairy Liangge became the second Taobao, the fourth broke the million broadcast room.

 

3.Xiaohongshu taps into outdoor fall trends with “Go Wild Festival

  • Xiaohongshu launched its second annual “Go Wild Festival” on October 19, collaborating with prominent outdoor media organizations such as “Outdoor Adventure” and “Hiking in China.”
  • Along with collaborating with numerous outdoor brands, the online platform planned a series of offline events that coincided with fall.
  • The campaign covers a wide range of outdoor sports, such as cycling, hiking, fishing, and rock climbing.
  • The launch of the “Go Wild Festival” not only aligns with the platform’s ethos but also magnifies the burgeoning interest in outdoor activities among today’s youth.

LINK: https://daoinsights.com/news/xiaohongshu-taps-into-outdoor-fall-trends-with-go-wild-festival/

 

4.Douyin anchor’s ‘vulgar’ YSL beauty livestream a cautionary tale for brands this Singles’ Day

  • As she advertised YSL beauty products on her show, top Douyin anchor Traffic Yellow (红绿灯的) faced accusations of being impolite and vulgar due to her messy hair and twisted expressions. 
  • YSL’s official Weibo account featured screenshots of her that many netizens shared, criticizing the livestreamer for pushing the foundation cushion of the upscale brands.
  • In order to determine whether the live broadcast room’s content and price point are consistent with their brand, brands must conduct due diligence. 
  • Luxury brands like YSL would be well advised to put image alignment ahead of quick sales in order to maintain their exclusive aura, even though some live streamers do not have large followings.

LINK: https://jingdaily.com/ysl-beleaguered-douyin-top-anchors-livestreaming-crazy-little-brother-yang/

 

5.How to build and maintain customer loyalty in Chinese market
In China, customer loyalty, especially among Generation Z, is a crucial consideration.

  • Key strategies for building and maintaining customer loyalty in China include:
  • Emphasizing good product quality as the foundation of loyalty.
  • Implementing effective marketing strategies that connect with customer values and emotions.
  • Personalization to cater to individual customer needs and stand out in the market.
  • Utilizing loyalty programs, such as membership cards and rewards, to encourage ongoing engagement.
  • Chinese brands are successfully leveraging the Guochao trend by incorporating cultural elements into their products and marketing, enhancing customer loyalty.
  • KFC’s localization strategy in China, with regionally tailored menu items, has contributed to customer loyalty in the country.

LINK: https://daxueconsulting.com/customer-loyalty-in-china/

 

6.Sign of the times: Halloween with Chinese characteristics takes flight in Shanghai as cultural jamboree sees young lampoon public figures

  • Young people in China have adapted the Western Halloween celebration into a “Meme Playing Festival” in which they lampoon controversial public figures and express themselves through performance art.
  • Not only did the extravagant costumes on show and the carnival atmosphere draw sizable crowds of people, but they also sparked a lot of conversation on mainland social media.
  • Numerous youths also took advantage of the chance to be dissatisfied with their current employment circumstances.
  • A young man in a plaid shirt with disheveled hair and dark bags under his eyes introduced himself as “The agent.” The suggestion was that he needed to be prepared to work anywhere and at any time, as evidenced by the tea drink and traditional black backpack he was carrying.
  • “Chinese people have their own way of celebrating ‘foreign’ holidays,” someone said. Could this be a novel manifestation of cultural self-assurance?

LINK:https://www.scmp.com/news/people-culture/trending-china/article/3240127/sign-times-halloween-chinese-characteristics-takes-flight-shanghai-cultural-jamboree-sees-young 

You may also like

Uncovering Prospects: Examining the Most Recent Developments in China’s Market

October 31, 2023

Singles’ Day 2023: Retailers pursue low-priced strategies in hopes of consumers opening wallets

  • Chinese e-commerce companies are vying with one another to offer customers tempting discounts on Singles’ Day this year. However, the nation’s largest online shopping event has gradually lost its shine as promoting low prices has evolved into a yearly marketing tactic for companies that are having trouble reviving customer sentiment. 
  • As the 11.11 pre-sale period begins, up-and-coming retailers like Douyin and Kuaishou, as well as more established competitors like Alibaba and JD, are resorting to offering direct discounts to customers. This is because they still believe that the massive event will motivate customers to divulge their personal information and open their wallets, particularly in light of China’s uneven economic recovery.

LINK:https://technode.com/2023/10/24/singles-day-2023-retailers-pursue-low-price-strategies-in-hopes-of-consumers-opening-wallets/

 

Ctrip introduces a feature for booking restaurants abroad.

In addition, Ctrip announced that it will be in the Ctrip App and overseas version of Trip.com simultaneously online overseas restaurant booking function. The first phase covers more than 6000 restaurants in more than 1000 cities around the world. The Ctrip Group global partner summit was recently held in Singapore on October 26. During the meeting, the 2023 Ctrip Food Forest “global restaurant selection list” was released for Paris, New York, London, and other 24 cities overseas. 

Taobao uses an AI shopping assistant to prepare for Double 11.

For the first time this year, AI will be assisting Double 11 bargain hunters. Taobao Wenwen, Taobao’s integrated AI model, uses text understanding and generative capabilities to respond to user queries.

  • As part of the Double 11 special promotional period, the AI shopping assistant will combine product information with tips on the best discounts, giving shoppers added confidence in their decision-making.
  • The intention is to retain users who visit Taobao exclusively and discourage them from using Xiaohongshu, Baidu, and Douyin for recommendation-seeking purposes.
  • Other online reviews note that the recommendations given by the AI assistant sometimes do not correspond to the question asked and that the overall quality and coherence of the content need to be improved.
  • Taobao Wenwen’s user base is currently only 5 million, and many more will be required to train it before it can rival Xiaohongshu’s 190 million monthly active users as a reliable sidekick.

LINK: https://daoinsights.com/news/taobao-gears-up-for-double-11-with-ai-shopping-assistant/

 

What Brands Should Know About Singles’ Day 2023: China’s Version of “Black Friday”

  • Value innovation, or pursuing low cost and differentiation simultaneously, is this year’s winning Singles’ Day tactic for the luxury market.
  • Value lies in thoughtful packages supported by persuasive marketing narratives rather than aggressive pricing.
  • Discerning Chinese luxury consumers at a shopping festival will accept paying less for the same value or paying the same for more value.
  • AI improvements to customer interactions are being introduced in this year’s festival. It makes wiser purchasing decisions possible by deciphering intricate discount combinations.

LINK:https://jingdaily.com/chinas-black-friday-is-here-what-brands-need-to-know-about-singles-day-2023/

 

Internet addiction: China rolls out most comprehensive regulations yet

  • The regulations, which go into effect on January 1, 2024, ask technology companies and schools to work together to protect minors online by providing specialized intervention software and better internet literacy education.
  • ByteDance decided to implement an automatic “teen mode” on their popular video-sharing app Douyin in 2021 due to growing government scrutiny. This mode places limitations on the amount of time users can spend using the app.
  • The regulations, according to the statement, are designed to protect young people’s “physical and mental health” online from various threats, such as invasions of privacy, cyberbullying, and internet addiction.

LINK:https://daoinsights.com/news/internet-addiction-china-rolls-out-most-comprehensive-regulations-yet/ 

You may also like

What is Ctrip, China’s Top OTA, and How Tourism Brands Use it?

October 26, 2023

Today, we will delve into the realm of Ctrip, the largest Chinese Online Travel Agency (OTA) also known globally as Trip.com. To provide you with a deeper insight, let’s explore its history and growth.

Firstly, Trip.com Group Limited, known as 携程集团 in Chinese, is a multinational travel service conglomerate with its headquarters in Shanghai, China. Established in 1999, the company is the owner and operator of various travel fare aggregators and travel fare metasearch engines. Notably, these include their flagship service, Trip.com, as well as Skyscanner, Qunar, Travix, and MakeMyTrip. Their online presence extends to approximately 40 languages and spans across 200 countries.

If your destination is already visited or planning to start hosting tourists from China, you have to understand how Ctrip works and how to leverage it to your advantage. This knowledge is crucial for success in the Chinese tourism market.

✈️ Learn more how to Reach Chinese Tourists on China’s top OTAs and Social Media Platforms

But first, why is the Chinese outbound tourism market so attractive to Western destinations? The reasons are compelling:

China’s Outbound Tourism

Rapid Growth 

China’s middle class is rapidly expanding, and their penchant for travel is growing at a remarkable 15% CAGR. This growth is expected to surge further as incomes rise, offering a significant market for outbound travel.


Spending Power 

Chinese tourists are willing to spend generously while traveling, particularly the affluent top 10% who seek prestige and luxury in their experiences, from high-end hotels to fine dining.


Diverse Interests 

Chinese outbound tourists enjoy diverse experiences. Consequently, with a fondness for fine dining and city trips, this presents a golden opportunity for metropolitan centers and gourmet destinations.


Tapping into Ctrip for Marketing Success

For Western brands seeking to captivate Chinese outbound tourists, leveraging Ctrip’s digital marketing capabilities is essential. Additionally, Ctrip harnesses big data, AI, and cloud deployments to offer informed marketing services. This empowers brands to connect with potential customers through precise targeting, insightful analytics, and a variety of ad placements at every stage of their travel journey.

Ctrip Chinese Tourists


Preparation is Key: Setting the Stage for Success

Before diving into Ctrip’s digital marketing realm, meticulous preparation is vital. Firstly, localizing content to resonate with the target Chinese audience, defining a clear target audience, and formulating a comprehensive Chinese channel strategy are foundational steps. Secondly, collaboration with a Chinese marketing firm can hasten this procedure and guarantee successful outcomes and a strategy that resonates with the local culture.

Now, let’s explore some of the key features used by Chinese travelers:

  • Comprehensive Travel Booking: Ctrip offers a wide range of travel services, including flights, hotels, train tickets, vacation packages, and rental cars, etc.
  • Collaborations & Partnerships: Ctrip has established strategic partnerships with airlines, hotels, and other travel providers, enriching its offerings and securing competitive deals for customers.
  • Travel Insights & Content: Ctrip provides valuable travel insights, destination guides, and user-generated content to assist travelers in making informed decisions.

 

Branded Content Formats

Ctrip offers various content formats designed to enhance travelers’ decision-making. Moreover, from destination recommendations to inspiring travel stories and timely, engaging campaigns, these formats provide rich, user-friendly information to ensure consumers are equipped with the knowledge needed for unforgettable journeys.


Integration with Other Services

Ctrip offers more than just accommodations and flights. In addition, it includes options for booking local activities, transportation, and comprehensive travel packages. Consequently, tourism brands can integrate their offerings into these packages, expanding their reach.


Integrations with WeChat

WeChat, China’s super-app, opens a world of convenience. First and foremost, this dynamic integration enables seamless booking, preview, and VIP community management options directly through WeChat account. Moreover, through this powerful combination, you can effortlessly manage your travel plans and connect with local services.

🌏 Read How Travel Brands Can Leverage WeChat


The Diverse Ctrip Advertising Industry

Ctrip provides a variety of advertising choices that are adapted to the various requirements of Western destination brands:

  • Displaying a Retargeting Banner
    Targeted advertisements based on consumer purchasing patterns for best results.
  • Integration of Hero Apps:
    Working with affiliated apps to use a variety of channels to reach potential customers (see above for WeChat)
  • Brand placement:
    The deliberate positioning of your brand in front of potential customers as they conduct searches
  • Trip Moments:
    Integration into the Ctrip platform provides chances for branded content and easy engagement.

Engage a Chinese Marketing Agency as a Partner for Success

Collaborating with a Chinese marketing agency is advised if you want to make sure that your Ctrip digital marketing campaign is successful. Additionally, their proficiency in navigating the Chinese online marketing environment and in-depth knowledge of Ctrip’s dynamics can greatly increase the impact of your campaign and maximize leads for your tourism company.

⛴️ Discover more China’s tourism-related articles

Furthermore, embarking on a Ctrip digital marketing journey opens doors to a vast landscape of opportunities in the dynamic Chinese outbound tourism market. The potential is immense. By aligning strategies and leveraging Ctrip’s advanced capabilities, Western travel brands can truly make their mark and resonate with discerning Chinese outbound tourists. For further information, please feel free to contact us at contact@thewechatagency.com to learn more.

 

You may also like

Revealing Opportunities: Exploring the Latest Progress in China’s Market

October 16, 2023

 

1. TikTok’s Chinese sibling, Douyin, has established an independent entrance for its one-hour delivery service within the “marketplace” channel on its homepage

 

  • To compete with industry giant Meituan, the short video platform is increasingly concentrating on local life services.

  • According to information provided by Douyin in May, sales from this channel are expected to account for more than 30% of all revenue in 2022.

  • In August 2022, Shenzhen saw the launch of the quicker on-demand delivery service, which is now available in about 15 domestic cities, including Beijing, Shanghai, and Guangzhou.

  • The within-hour service is provided by retailers themselves or in collaboration with third-party courier platforms, much like Douyin’s food delivery service.

  • Currently, supermarkets with self-delivery options make up the majority of businesses offering faster delivery services to Douyin users. 

LINK: https://mp.weixin.qq.com/s/q8UiNoKj_pnmq5vuZtezSg

 

 

2. More than 30% of young people claim to have a “easy to grow grass constitution,” according to a report published on Weibo titled “2023 Contemporary Youth brand Consumption Data Insight Report.”

 

  • In the “2023 Contemporary Youth Brand Consumption Data Insight Report,” which Weibo published on October 8, 76.5% of young people claimed that social media is their primary method of contacting brands, and nearly half of them stated that they will learn about various brands’ products on shopping software.

  • The majority identified as “Internet natives.” 34.9% of respondents claimed that they have a “easy to grow grass constitution” and that it is simple for others to use their actions to “pull weeds.” Another 31.2% claimed to be “cosmeticists” and to have no aversion to goods with an exceptionally high level of appearance.

  • In addition, 41.9% of respondents said they would directly support their preferred brand of goods through consumption. Second, 41.5% of respondents said they would advise neighbors to plant grass.

  • Notably, more than half of respondents said they would not choose to purchase from a company whose past actions do not align with their ethical principles.

LINK: https://mp.weixin.qq.com/s/QLynd8v8hnNvf1zsCX5wGQ

 

3. Blackpink’s Lisa ignites controversy on Chinese socials with cabaret performance

 

 

Blackpink’s 26-year-old Lisa (full name Lalisa Manobal), a member of the K-pop girl group, caused a stir with a string of performances at Le Crazy Horse cabaret in Paris last week. The performances sparked a lively online debate in China. 

Social media effects that are viral

On the Chinese social media platform Xiaohongshu, the hashtag “Lisa crazy horse show” (#Lisa) has 180 million views, while the same hashtag on Weibo has 164 million views.  

 

Lost in translation

Women’s freedom, self-sexualization, the male gaze, and feminism were all discussed in China. The choice Lisa made to perform cabaret was praised by some commentators as an example of her artistic freedom.

Other online users expressed concern that Lisa’s provocative performance would have a negative impact on her enormous young fan base. Some went a step further, criticizing her for objectifying herself as a sexual object (as an Asian female) to the Western male gaze. 

 

Celebrity collateral damage

It wasn’t just Lisa who faced backlash on Chinese social media. Netizens, mostly women, accused Chinese actress Angelababy, who was spotted near the premises, of reinforcing gender inequity and the objectification of women. 

Critics claimed that Angelababy’s presence glamorized cabaret as a form of high art due to her sizable Gen Z and Alpha following, potentially distorting ongoing discussions about gender and morality in China.

 

Consumerism and culture: Ambassadorships and brands 

The “she economy” in China is booming as women acquire greater economic and social clout. Numerous industries have been impacted, particularly those that produce luxury, fitness, beauty, home, and pet accessories. However, female empowerment in China is not of the same caliber or develops in the same manner as it does in the West.

While the uproar surrounding her performance provides valuable insights for brands and celebrity ambassadors in China, it is unlikely to significantly dent her personal brand. For less popular celebrities, whose transgressions may be more serious, cultural differences and misunderstandings can result in serious reputational damage. 

And however much society has changed in the past decade or two, China’s approach to gender norms and sexuality is still markedly different from that of the global north.

LINK: https://jingdaily.com/lisa-cabaret-performance-china-react/

 

 

5. China’s e-commerce slows down as celebrities turn to Xiaohongshu for ‘quiet selling.

 

  • This year, quiet selling, a slower-paced, storytelling-focused livestreaming style, has become more popular in China. Gen Z shoppers seek respite from the hustle and bustle of urban life.
  •  By reading poetry, referring to her viewers as “readers,” and spending nearly six hours introducing 200 products, for instance, Cheung furthered the air of sophistication, culture, and learning. She also described eyeshadow shades with Renaissance allusions.
  •  The number of livestreamers increased 337 percent in 2022 compared to the previous year, and the number of livestreaming sessions increased 214 percent on XHS.
  •  With a softer approach, as suggested by “quiet selling,” XHS is the most genuine platform for customers to find real peer reviews and recommendations.

LINK: https://jingdaily.com/quiet-selling-livestreaming-xiaohongshu-annie-yi/

 

6. Adapting to changing Chinese tastes: Strategies for success in the alcohol industry

 

 

  • To succeed in China’s evolving alcoholic drinks market, businesses are adapting their marketing strategies to align with changing consumer preferences.

  • Brands are emphasizing digitization to connect with consumers where they are. For instance, iMoutai, a direct-to-consumer platform from Moutai, and international spirits and wine groups like Pernod Ricard and Diageo have been investing in digitization efforts.

  • Proactive marketing strategies include leveraging the lunar calendar, creating Chinese-tailored labels, and establishing a presence on platforms like Weibo and Douyin. These efforts are crucial for engaging effectively with Chinese consumers, as exemplified by Chateau Smith Haut Lafitte’s commitment to the Chinese market and its prestigious selection for King Charles III’s state visit to France.

LINK: https://jingdaily.com/adapting-to-changing-chinese-tastes-strategies-for-success-in-the-alcohol-industry/

You may also like

Delving into the Chinese Market: Recent Advancements

August 28, 2023

  1. As people spend less on real estate and more on travel, tourism in China to grow faster than its GDP

  • The tourism industry, hit hard during the pandemic, has emerged as a rare bright spot since the country reopened its border in December.
  • For the whole year, domestic tourist traffic is expected to reach an estimated 4.5 billion, roughly 76 per cent of the levels in 2019.
  • The surge in earnings was mostly attributed to domestic consumption, with overseas travel by Chinese tourists recovering only to 40 or 50 per cent as airline capacity hasn’t fully recovered (international airline seat capacity only recovered to around 37 per cent of pre-Covid levels by April this year).
  • Still, mainland China is the world’s largest outbound travel market, both in terms of the number of trips and total spending.
  • One of the most important [consumption] trends is that big-ticket and mid-market purchases are becoming more limited.
  • People are switching their spending habits from buying expensive products to paying for experience-type consumption.

Link: https://www.scmp.com/tech/big-tech/article/3232185/chinas-tourism-grow-faster-its-gdp-people-spend-less-property-more-travel-tongcheng-executive-says

 

  1. Xiaohongshu finds success with soft-sell approach, increases focus on livestreamed e-commerce: report

  • The number of brand merchants selling on Xiaohongshu more than doubled from March to May this year compared to a year earlier.
  • While safeguarding its community content ecosystem remains a priority, Xiaohongshu has kept a quiet eye on the evolving e-commerce arena in recent years. The platform had elevated livestreaming operations to a standalone division, a move that centralized the oversight of live streamed content and e-commerce activities.
  • Promoting purchases through high-quality posts and live streamed content seems to be a more fitting growth model for Xiaohongshu’s e-commerce effort.
  • Xiaohongshu places less emphasis on fan numbers when seeking hosts, but instead appreciates those with aesthetic sensibilities or professional capabilities in certain fields.

Link: https://technode.com/2023/08/23/xiaohongshu-finds-success-with-soft-sell-approach-increases-focus-on-livestreamed-e-commerce-report/

 

  1. Taobao to arm apparel retailers with AI technologies

  • Alibaba-owned e-commerce platform Taobao has unveiled two AI-powered tools: “AI-assisted outfit pairing” and “AI fitting room” designed for its apparel merchants. The announcement was made at the 2023 Taobao Fashion New Force Week Press Conference which was held in Hangzhou on 10 August.
  • On top of revealing the seven 2023 Autumn/Winter fashion trends, which are “Sweetheart Barbie Style, New Vintage, New Chinese Clothing, Fashionable Bookworm, Lightweight Outdoors, Street Dopamine, and Quiet Luxury Style”, Taobao also introduced three schemes that will aim to drive growth for retailers in the fashion clothing sector.

Link: https://daoinsights.com/news/taobao-to-arm-apparel-retailers-with-ai-technologies/

 

  1. Are love-themed shopping festivals losing their appeal in China?

  • Baidu search results show Qixi-related searches during the pre-festival run-up period declined to almost half of last year’s volume
  • Given Qixi’s importance in previous years, however, the major decline in searches remains significant. In 2022 , Qixi was the fourth “hottest” marketing festival.
  • When taken together with recent data from Valentine’s Day and 520 (May 20, “Internet Valentine’s Day”), the dip in Qixi buzz this year could indicate a larger decline in the popularity of the “romance economy” among Chinese consumers. 
  • It is too early to tell if this year’s figures indicate the beginning of a long-term shift in the importance of love-themed shopping festivals, though waning enthusiasm for shopping festivals certainly fits the post-pandemic phenomenon of sustained rational consumption.

Link: https://daoinsights.com/news/are-love-themed-shopping-festivals-losing-their-allure-in-china/

 

  1. Douyin: 2023 Travel Industry White Paper

  • Short video platform Douyin (the Chinese version of TikTok) released a report this June, looking at trends in travel content and users who are interested in travel, in the first three months of 2023
  • In the first three months of 2023, Douyin saw an increase in searches for travel-related content of more than 300%, compared to the same period one year earlier. The number of travel KOLs on the platform also increased significantly year on year
  • According to the report, 407 million Douyin users are interested in travel, a year-on-year increase of 13%. The majority are women, with millennials accounting for the largest demographic, followed closely by Gen-X. Previously, Douyin was known as a platform with a particularly high post-90s user base, so it’s interesting to see how broad the age range of users is now, as it relates to travel
  • Among the top 10 travel destinations by search volume in Q1 2023, the only one outside of China is Iceland

Link: https://dragontrail.com.cn/resources/blog/douyin-2023-travel-white-paper?mc_cid=a3698cb19a 

 

  1. Japan bets on WeChat to hook Chinese tourists

  • As Japan’s inbound tourism continues to fall short of pre-pandemic levels, the Japan National Tourism Organisation (JNTO) is seeking a new way to generate interest among its main group of visitors.
  • Japan launched a new mini-program called 观美日本(“Appreciate Beautiful Japan”) which functions as a mobile catalog of products and experiences available in Japan, displayed in a vertical feed with images as the focus, similar to an Instagram or Xiaohongshu feed.

Link: https://daoinsights.com/news/japan-bets-on-wechat-to-hook-chinese-tourists/ 

 

  1. An A to Z guide to China’s ‘core’ fashion trends

  • American retrocore, a distinctly American aesthetic has taken off in China, and it’s giving “popular kid on campus” vibes.
  • Asian baby girl, false eyelashes, dyed hair, tattoos, and rave clothing are the hallmarks of the ABG look. the aesthetic has grown into a global subtrend, with the hashtags “ABG girl” and “ABG makeup” (#ABG女孩 and #亚裔辣妹妆) on Xiaohongshu accumulating over 7.2 million views and 230 million views, respectively. 
  • Barbiecore, on Xiaohongshu, the hashtags “Barbie outfits” (#芭比穿搭) and “Barbie makeup” (#芭比妆) have 21 million and 10 million views, respectively. More here. 
  • Cleanfit, Similar to city boy, the cleanfit trend also relies on muted colors and minimalist designs. Dopamine dressing, As its name suggests, this trend is all about boosting one’s mood through bright, fun apparel. R
  • French girl, Chinese fashionistas fatigued by lockdowns or simply yearning to be transported to the city of love have turned to retro, floral dresses for comfort. 
  • New Chinese style, Chinese fashionistas are also putting their own aesthetic on the world stage, giving traditional cultural clothing a modern twist. 

Link: https://jingdaily.com/gen-z-core-fashion-trend-guide/ 

You may also like

WeChat: Navigating Professional Networking Beyond Borders

August 24, 2023

In the realm of professional networking, the emergence of WeChat as a alternative to LinkedIn in China warrants a closer examination. This shift reflects not only the distinctive characteristics of each platform but also the unique landscape within which they operate. As aspiring professionals and seasoned experts seek avenues to foster meaningful connections and career growth, the insight into this phenomenon becomes essential.

LinkedIn and its Limited Footing in China

LinkedIn, the globally recognized professional networking giant, has experienced a contrasting reception in China compared to its stronghold in the Western world. It’s crucial to recognize that LinkedIn never gained the same level of popularity among professionals in China as it did elsewhere. The intricate interplay between cultural preferences, local networking norms, and governmental regulations has shaped this distinct dynamic. In addition, China’s authorities have intermittently restricted access to LinkedIn, rendering it a less accessible option for professionals seeking to build connections and explore job opportunities. 

In 2021, LinkedIn announced that it won’t support user-generated content and user interactions on its Chinese version. Consequently shutting down all networking functionalities of the platform. These changes resulted in LinkedIn China transforming into InCareer – a job board website. Due to the platform difficulties in the local market, InCareer shut down in August 2023.

🔍 Top 5 alternatives for LinkedIn in China you need to know now

 

WeChat’s Emergence as an Alternative

Against this backdrop, WeChat, the multifaceted social media platform created by Tencent, has risen as a compelling alternative for professional networking in China. Several factors have contributed to WeChat’s ascendancy in this sphere. WeChat boasts a substantially larger user base in China compared to LinkedIn, thereby offering professionals a more expansive network to tap into. This inherently larger community fuels interactions, conversations, and the sharing of industry insights, creating an ecosystem conducive to networking.

Firstly, one of WeChat’s defining strengths lies in its diverse array of features tailored to professional networking. Individuals can join specialized WeChat groups aligned with their industry or interests, fostering connections and knowledge exchange. Secondly, WeChat has integrated a job search function within its platform. It’s efficiently facilitates direct job applications and making the process more streamlined.

Moreover, WeChat’s emphasis on mobile integration aligns seamlessly with the dynamic lifestyle of professionals in China. This mobile-centric approach allows users to connect, engage, and nurture relationships. All of that on the move, without being tethered to a traditional desktop platform. 

 

Crafting a Robust Networking Ecosystem

Most of interaction, both personal and professional, takes place on WeChat. Therefore this shift toward WeChat as a primary platform for professional networking underscores the platform’s versatility and adaptability. For aspiring professionals and seasoned experts alike, nurturing an effective networking ecosystem entails a strategic approach. 

In a professional environment, it’s natural that business partners will add each other on WeChat. More and more often this includes WeCom previously known as WeChat Work. In a world perpetually in motion, WeChat’s mobile-centric model resonates with the fast-paced nature of professional endeavors. Fostering connections through brief interactions, quick updates, and timely responses can be instrumental in maintaining a robust network.

💼 WeCom: The Essential Chinese Business Communication Tool for the Online Era

 

Leverage WeChat Groups

WeChat’s group feature transcends conventional networking by allowing professionals to immerse themselves in specialized communities. Engaging in relevant groups can provide insights, spark discussions, and lead to valuable connections. Navigating this landscape requires a discerning eye to identify groups that align with one’s career trajectory and aspirations.

🤝 WeChat with its different function is a great tool for B2B lead generation

 

Capitalize on Job Search Functionality

Last but not least, WeChat’s embedded job search feature merits exploration. It exemplifies the convergence of networking and career advancement within a single platform. Job seekers can navigate openings, apply seamlessly, and potentially expedite their journey toward new opportunities.

 

Navigating the Landscape

While LinkedIn remains a pivotal player in professional networking globally, the WeChat phenomenon in China provides a valuable lesson in adaptability and embracing platforms that align with the local landscape. As professionals seek to cultivate meaningful connections and unlock new horizons, understanding the nuances of these platforms becomes paramount. As a result, it is imperative to impart the wisdom of informed decision-making and recognize that different environments demand tailored strategies. In this ever-evolving landscape, the path to success lies in the harmonious interplay of platform functionality, cultural dynamics, and individual aspirations.

You may also like

Diving into China’s Market: Recent Developments Unveiled

August 21, 2023

1.Tencent to introduce a proprietary artificial intelligence model later this year:

  • Tencent believes the AI model will rank among the finest in China.
  • Tencent has been conducting tests on its large language model named Hunyuan on services such as cloud computing, search, gaming and financial technology. It also anticipates being able to use the technology to boost its advertising and marketing efforts.
  • Martin Lau, the company’s president, said the LLM stands as one of the foremost foundational models developed in China.
  • Tencent is making continuous efforts to upgrade and refine the model for a prospective launch in the latter part of this year.

https://www.bloomberg.com/news/articles/2023-08-16/tencent-says-ai-model-coming-this-year-is-among-country-s-best#xj4y7vzkg

 

2. Chinese Officials Meet Foreign Firms to Ease Data Law Fears:

  • China’s internet regulatory authority is engaging with foreign companies, including Walmart and PayPal, to discuss strategies for navigating the new data-security regulations imposed by Beijing.
  • This effort aims to reassure multinational corporations that have concerns about their operations within the country under the latest regulatory framework. Officials from the Cyberspace Administration of China had held meetings with executives from numerous international companies to address concerns related to the upcoming implementation of the new data regulations by the November deadline.
  • The regulators fielded queries, provided guidance on how to adhere to the regulations, and acknowledged the complexities associated with obtaining approvals for cross-border transfers of sensitive data. One of the sources mentioned that discussions included the possibility of establishing an expedited approval process for routine data transfers and the potential creation of a curated “white-list” that categorizes data types or specific companies.

https://www.bloomberg.com/news/articles/2023-08-17/chinese-officials-meet-with-foreign-firms-to-ease-data-law-fears#xj4y7vzkg

 

3. Alipay declares live commerce ambitions in pre-IPO growth chase:

  • Alipay is taking steps to monetize its 1 billion-strong user base by doubling down on live-streamed e-commerce, a route taken by many other Chinese platforms with vast user pools.
  • The fintech giant also announced an updated international version of Alipay on Thursday that promised to make it easier for foreign visitors to China to use the digital payment service using Visa, Mastercard, and other major credit cards.

https://technode.com/2023/08/18/alipay-declares-live-commerce-ambitions-in-pre-ipo-growth-chase/

 

4. WeChat has added a photo modification function

The modification rules are as follows:

1, an article or only one chance to modify, previously was a maximum of 20 words can be modified, now is a maximum of 20 words + a maximum of 3 pictures;

2, each picture can only be replaced or deleted;

3, if there is no picture in the original text, then you can not add new pictures after the group;

4, the first picture of the picture message and the pictures of the advertising article are not supported to modify;

5. Historical articles support picture modification, but historical articles that have been modified once cannot be changed again.

https://mp.weixin.qq.com/s/kTvXJSrqrsGQrLsFQHMXaw

 

5. China declares Aug 15 ‘National Ecology Day’, unlocking new avenues for eco marketing

  • China has officially declared August 15 as National Ecology Day, a move intended to recognise the nation’s remarkable progress in ecological conservation while reaffirming its commitment to preserving its natural resources for the betterment of future generations.
  • China’s ongoing dedication to ecological conservation ties back to its ambitious goals of peaking carbon emissions by 2030 and achieving carbon neutrality by 2060.
  • Experts believe that National Ecology Day not only heightens ecological awareness within China but also offers an opportunity to showcase the nation’s progress in ecological civilization to the global community.
  • From a marketing perspective, China’s latest environmental holiday presents a unique and timely opportunity for businesses to align their marketing strategies with the nation’s growing emphasis on ecological conservation.

https://daoinsights.com/news/china-declares-aug-15-national-ecology-day-opening-doors-to-green-marketing/

 

6. From Kering to Zegna: How brands can use AI to supercharge luxury shopping

  • Generative AI technology has the potential to transform various customer touchpoints, such as e-commerce sites, targeted ads, and in-store experiences.
  • In China, 24/7 customer service already exists, but much of it relies on human agents. However, with the automation capabilities of AI, tasks traditionally handled by humans can now be automated.
  • Zegna announced the release of the Zegna X (AI-powered shopping customization tool) configurator in March 2023.
  • Kering has introduced “Madeline,” it goes beyond merely suggesting products and provides additional information about fabric details, product origin, and care instructions.
  • European retailer Zalando is developing its own fashion assistant to provide tailored product recommendations accordingly.

https://jingdaily.com/luxury-brand-shopping-ai-kering-zegna/

 

7. Qixi, ‘China’s Valentine’s Day,’ is here: Which luxury campaigns are pulling at our heartstrings?

  • China’s Qixi Festival, a love-themed shopping event and Chinese Valentine’s Day celebration, is happening on August 22. Luxury fashion brands are creatively embracing the traditional festival to engage consumers.
  • Qixi, also known as Chinese Valentine’s Day, boasts a history of over two millennia in China. Unlike other love-centric shopping events such as Valentine’s Day in February or 520 Day in May, Qixi is steeped in ancient Chinese mythology. This presents brands with a unique chance to forge cultural ties that resonate with the contemporary guochao sensibilities of younger consumers.
  • Luxury brands like Valentino, Balenciaga, Ferragamo, and Prada are curating special collections for Qixi 2023, mixing iconic items with new or limited-edition products.
    • Valentino’s campaign focuses on the #VLogoforLove selection, including handbags, accessories, and footwear, accompanied by videos showcasing different forms of love.
    • Balenciaga’s campaign centers around streetwear with embroidered heart motifs, featuring real-life couples photographed in the series on the streets of Shanghai.
    • Ferragamo’s “Game of Love” campaign draws inspiration from mahjong tiles, using symbolic elements to represent love, and features a video with actors Yang Zi and Jiang Qiming.
    • Prada’s Qixi-inspired collection includes bags, accessories, jewelry, and fragrances, with a poetic video campaign starring Tan Jianci and Li Wen.

https://jingdaily.com/china-qixi-valentines-day-2023-ferragamo-prada-balenciaga-valentino/ 

 

8. From Pink Fashion to Mythical Literature: How “Barbie,” “Fengshen,” and “Chang’An” Are Shaping China’s Consumer Trends

  • China’s cinematic world is not just lighting up screens but also sparking new consumer trends. With summer blockbusters including Barbie, 30,000 Miles from Chang’an, and Fengshen, among others, moviegoers are bringing their love for these films into their lifestyles, driving a surge in related products.
  • A Colorful Wave Inspired by Barbie. The trend swept across various fashion products, ranging from camisoles and dresses to wide-leg pants and earrings. The appetite for pink-themed products soared, with growth rates varying from an already impressive 156% to an astounding 1,055%.
  • Literary Influence of Chang’an and Fengshen. The historical charm of Chang’an and the mythical allure of Fengshen had an unprecedented impact on book-related products. Searches for titles including Li Bai and His Friends, Fengshen Bang, and Chang’an Ke, soared by YOY increases ranging from 103% to 745%.
  • According to data from the National Film Administration, China’s total box office revenue for July 2023 reached an impressive 8.716 billion yuan, marking a substantial 25% increase compared to the same period in 2018.

https://jdcorporateblog.com/jd-report-from-pink-fashion-to-mythical-literature-how-barbie-fengshen-and-changan-are-shaping-chinas-consumer-trends/

You may also like

Staying Up-to-Date with China’s Market: Updates and News

July 25, 2023

  1. Ctrip unveils an AI model that provides suggestions for tourism

  • Ctrip introduced a vertical AI large model designed for the tourism industry. The AI-driven model, called Xiecheng Wendao, allows users to ask Ctrip travel-related questions. The model is in its early stages and still requires a long process of iteration.”
  • Why it matters: To meet their unique needs, many businesses are modifying current large general models with information specific to their respective industries. As an example, Ctrip claimed that its specialized model, which filters 20 billion high-quality unstructured streams of tourism data along with its own structured real-time data and search algorithms, is based on an undisclosed general model.
  • Details: Ctrip’s AI model will offer recommendations on destinations, hotels, and sightseeing, the firm said at the Monday launch event, and also can offer real-time search results for flights and hotels.
  • In a variation on the race to develop artificial intelligence chatbots similar to ChatGPT, Chinese businesses are increasingly turning to sector-specific models. It seems safer for domestic companies to make use of the quickly-evolving technology, particularly in a nation that recently took a significant step to regulate generative AI content.

Link: https://technode.com/2023/07/18/chinese-travel-booking-site-ctrip-unveils-ai-model-offering-tourism-tips/

 

 

  1. Foreign credit cards are now accepted by WeChat Pay in China.

  • Tencent said that it now allows foreign tourists to link their international credit cards to its payment service WeChat Pay.
  • With the rise of digital payments in China, foreign visitors have sometimes encountered difficulty in the country as many shops and restaurants only accept digital payments. 
  • Tencent has published bilingual Chinese and English guidelines on how to add a card within its super app WeChat, with overseas card holders able to “pay like a local” via payment codes or scanning merchants’ QR codes
  • However, WeChat added that a 3% transaction fee will be charged when a single transaction amounts to RMB 200 or over.

Link:  https://mp.weixin.qq.com/s/Rm7rQBotG77SQmM6MMv75A

 

 

  1. The hottest summer trend in China? How Xiaohongshu made ‘jorts’ a thing

  • On June 29, lifestyle sharing platform Xiaohongshu launched a campaign to promote the over-the-knee jean shorts. 
  • #Jorts, which has over 520 million views on TikTok, is part of a larger “new vintage” style taking over China and the rest of the world. 
  • Xiaohongshu has over 80 official accounts that cover a range of topics which not only spotlight the hottest Gen Z happenings, but they also educate consumers on niche and emerging movements. 
  • Given these functions, Xiaohongshu is more than just a social media platform. It’s an information hub that keeps brands up-to-date and connected with young consumers.

Link:  https://jingdaily.com/xiaohongshu-jorts-china-fashion-trends/

 

 

  1. AI’s assistance in fashion design: Text-to-Design, Tommy Hilfiger, and AI Fashion Week

In this year’s Metaverse Fashion Week held in March, the American clothing brand Tommy Hilfiger hosted an AI design contest. The goal was to create a digital fashion item in the classic Hilfiger style.

 

  • AI Fashion Week 
    Events such as Maison Meta’s AI Fashion Week in New York have also turned the spotlight on the synergistic relationship between AI and fashion
  • Text-to-Design transforms the fashion industry
    Stitch Fix uses AI recommendation algorithms and data science to personalize clothing items based on a user’s preferences. With generative AI, advanced AI programs that are able to generate sophisticated content such as images, there’s the possibility of taking things one step further, to the product design level.
  • Leaks and limitations
    Generative AI for fashion design is showing promise, but challenges persist. One of those risks is leaks. Images uploaded to AI image generators are typically also added to the platform’s database, making leaks possible.

“In the end, the level of creativity and quality of the output will be determined by the skill of the individual. Image generation tools are still just that: a tool.

 

Link: https://jingdaily.com/artificial-intelligence-fashion-design-assistant-tommy-hilfiger-midjourney/

 

 

  1. What Should The Luxury Industry Expect From Post-Pandemic Chinese Travelers?

  • Outbound travel is expected to increase in 2023, boosting luxury spending in Europe, the United States, and the rest of Asia, while the lifting of COVID restrictions in China is set to fuel Chinese consumer confidence and stimulate the local market rebound.
  • The return of Chinese outbound travelers is facing obstacles, including limited seat capacity on international airlines, higher ticket prices, visa application backlogs, and concerns about a volatile social environment abroad, affecting their confidence to travel.
  • Despite the potential increase in luxury consumption abroad, the domestic luxury market in China is not expected to decline in the short term. Luxury brands have invested in expanding their store networks and have taken measures to reduce pricing gaps, leading to significant growth in mainland China’s luxury market. 
  • In this context, the progress made by luxury brands over the last three years cannot be understated: In China, nearly 50% of all luxury consumers in 2021 were first-time buyers.
  • However, luxury brands need to be agile and adapt to changing consumer expectations and preferences both inside and outside China, focusing on higher spending potential of Chinese travelers and catering to their expectations in terms of luxury purchase experience and digital services.

Link: https://www.luxurysociety.com/en/articles/2023/07/what-should-luxury-expect-post-pandemic-chinese-travellers 

 

 

  1. What is the latest ‘KOP marketing’ craze?

  • The emergence of Key Opinion Professionals (KOP) in content marketing is a new trend, where professionals with deep expertise in specific fields share professional content to influence user decisions.
  • Main characteristics of a KOP:
    • Have a high degree of education, such as the Ph.D. Kikuchi Tian Department of Chemistry at Tsinghua University, known as “Picket”
    • Rich  experience, such as bloggers who rely on science popularize and dismantling rumors 
    • Deep-cultivated original content in professional vertical fields such as health, technology, engineering, and humanities
    • In addition, KOP is not necessarily a specific person, but also an institutional blogger, such as @丁香Doctor This type of professional media sharing health knowledge.
  • KOP differs from Key Opinion Leaders (KOL) and Key Opinion Consumers (KOC) in that they focus on vertical, professional content, providing detailed analyses and comparisons of products and brands.

Link: https://mp.weixin.qq.com/s/m4trhMxKPqYrngn7VOtMdA 

 

 

  1. Can ‘Midsize Influencers’ Fix China’s Body Image Problem?

  • Many in China have reclaimed the term, weipang(midsized), confidently using it to set themselves apart from influencers with conventionally thin figures, and the hashtag ‘midsize outfit’ has accumulated over 7.8 billion views on Xiahongshu and over 38 billion views on Douyin (China’s TikTok).
  • In recent years, the body positivity movement has also gained some momentum in China, with brands like Neiwai pioneering inclusivity in their campaigns, plus-size models like Xu Ruoxin on the covers of high-profile fashion magazines, and rapper Chen Jinnan openly discussing body image in her songs.
  • A quick search on Douyin, (whose user base is mostly men, as opposed to Xiaohongshu where over 70% of the users are women) will reveal the term weipang is used by men to describe women with large breasts and booties, but thin waists and long legs.
  • On Douyin, weipang women are mistakenly identified with a ‘slim-thick’ body type rather than the diverse range of ‘midsize’ bodies displayed by influencers on Xiaohongshu, and many videos on the platform revolve around sexiness rather than fashion and style.
  • At the same time, douyin banned 22 big accounts with large following and aiming to ban more, deeming their content pornographic and vulgar.

You may also like