Examining Potentialities: Evaluating China’s Most Recent Advances

April 24, 2024

  1. JD introduces avatar of founder Richard Liu to promote goods in move to lure shoppers

  • The creator of the Chinese e-commerce business JD, Richard Liu, used an avatar that resembled him to debut his live streaming show on Tuesday. 
  • In less than an hour, the billionaire’s virtual twin propelled overall sales volumes to surpass RMB 50 million ($6.9 million), according to the company.
  • With significant investments in new markets, JD is finally attempting to take advantage of China’s online retail trend of fusing content forms with shopping. 
  • Liu’s rare public appearance, albeit through an extremely life-like avatar, demonstrates the urgency of change for the company as it plays catch-up to rivals that have cultivated high-popularity influencers over many years.

Link: https://technode.com/2024/04/18/jd-introduces-avatar-of-founder-richard-liu-to-promote-goods-in-move-to-lure-shoppers/

  1. Luxury brands take a bite of China’s bakery boom

American fashion house Michael Kors collaborated with edgy pastry connoisseurs Basdban to create a denim-clad patisserie filled with treats like croissants, eclairs, and coffee branded with the Michael Kors brand to celebrate the launch of its MK denim bag collection in Shanghai.

  • Michael Kors isn’t the first brand to tap into China’s sweet tooth with its foodie-focused pop-up. Across the mainland, the communal, relaxed appeal of the country’s bakeries has whet luxury’s appetite.
  • In January, Valentino Beauty teamed up with South Korean chain Butterful & Creamorous to take over the bakery’s Shanghai flagship store. 
  • Max Mara also capitalized on Butterful & Creamorous’ cultural success with its own installation last September. The campaign’s hashtag amassed over 44,000 views on Xiaohongshu.
  • For consumers, the appeal of the pop-ups expands beyond just tasty treats. The collabs are also satiating Gen Z’s appetite of embellishing their social media accounts with visually appetizing trends.
  • These collaborations arrive at a time when luxury is inching ever-closer towards the hospitality industry, as experiential marketing and lifestyle choices such as “xiaozi” (petite bourgeoisie) gain traction with consumers.

Link: https://jingdaily.com/posts/luxury-brands-take-a-bite-of-china-s-bakery-boom

  1. Third time’s the charm? Douyin relaunches seeding app Kesong

  • The new version of Kesong is created and operated by the team behind the likes of CapCut (剪映), ByteDance’s short-form video editing app. 
  • The new design of the app resembles a combination of Xiaohongshu’s layout and Instagram’s colour scheme. 
  • Kesong can provide a more lifestyle-centric community for the platform outside Douyin, but with access to Douyin’s pool of users and content. 

Link: https://daoinsights.com/news/third-times-the-charm-douyin-relaunches-seeding-app-kesong/

  1. How luxury brands can get into pole position with F1

  • All eyes are on motorsport Formula 1: average viewership doubled from 554,000 in 2018 to 1.11 million in 2023. It is a cross-cultural phenomenon, being increasingly leveraged by luxury brands.
  • After F1 confirmed a series of streaming partnerships with Chinese firms Tencent, Guangdong TV, and Shanghai TV in 2018, China was named as a “key market for Formula 1” by Ian Holmes, the company’s director of media rights.
  • From streetwear like Palace, to luxury watchmakers such as IWC and H.Moser & Cie, F1 is becoming a frequently-tapped franchise for its high cultural capital.
  • After a five-year hiatus, the Chinese Grand Prix returns on April 18 2024, so it is a good moment for luxury brands to utilize the mainland’s adoration for the sporting event — Lululemon, for example, has named the only Chinese F1 driver, Zhou Guanyu, as brand ambassador.
  • Brands want in on the extensive exposure that F1 offers, yet producing authentically cool collaborative collections requires a sophisticated understanding of cultural nuances and the fans who are watching.

Link: https://jingdaily.com/posts/how-luxury-brands-can-shift-into-high-gear-with-f1

 

  1. How Ami’s Suzhou runway and celebrity front row won Chinese fans

  • In an electrifying encore presentation, cult French fashion label Ami Paris took to Suzhou, China, on April 10 to showcase its Fall/Winter 24 collections (women’s, men’s, and accessories) amid the historical backdrop of the ancient Xiangmen Wall.
  • The hashtag “Ami’s Suzhou show” quickly climbed up Weibo’s Hot Search List, with 46.1 million views so far.
  • The brand’s Weibo livestream also reached over 3.55 million views, thanks to an impressive lineup of influential Chinese celebrities. Attendees from film and music included Bonnie Chen, Kara Wai, Daddi Tang, Jerry Yan, Peng Wan, Cheng’en Yu, Tony Yu, Cecilia Boey, Mika, Henry Lau, and Qin Li.
  • At the same time, the choice of location garnered approval of netizens and guests alike. Suzhou, often dubbed “China’s Venice” for its extensive canal system and UNESCO-recognized classical gardens, seamlessly blends heritage and modernity, providing a fitting frame for Ami’s design philosophy.
  • Teaser videos from the brand even zoned in on Suzhou’s historical setting and traditional culture, tapping neatly into China’s guochao, or national pride, trend — a move that so many brands have been attempting.

Link: https://jingdaily.com/posts/ami-suzhou-runway-celebrity-front-row-won-chinese-fans

  1. Xiaohongshu 2024 Spring Trend Report

Since the beginning of spring, more than 400 billion have been read on spring-related topics. Posts on spring-related content increased by 118% year on year. The users are more interested in fashion, culinary, photographic skill and destination strategy.

  • Discover spring in a unique manner: people may not always seek out popular destinations.
  • Experience spring in the park: people seek joy in local parks instead of distant travel.
  • Unlock outdoor activities: canoeing, hiking, fishing, biking are current trends.
  • Embrace spring with close ones: picnic with friends, park visit with mother suffering from Alzheimer’s disease were the hot topics.

Link: https://mp.weixin.qq.com/s/P7nWnmEXma5mpVExNommnw

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Unveiling Opportunities: Evaluating the Latest Innovations in China’s Landscape

January 22, 2024

1. Honey badgers and iPad kids: Experts weigh in on Gen Alpha

  • Generation Alpha, born between 2010 and 2024; is a demographic that is predicted to be the biggest in history.

  • According to experts, they will inevitably hold the biggest spending power and are already influencing household purchasing decisions.

  • Since children are capable of creating brand associations as young as three, it’s essential to look at what’s shaping their interests. Their familiarity with technology is influencing their perspective on the internet and technology as a whole.

  • Compared with Gen Z, more closed nature of sharing will likely fuel the rise of virtual selves, especially due to their comfortability with the Metaverse and avatars.

  • Brands need to be aware that the children of today live in a different digital world, with new rules, humor, language, and practices.

 

Link:
https://jingdaily.com/posts/honey-badgers-and-ipad-kids-experts-weigh-in-on-gen-alpha

 

2. Chinese drama ‘Blossoms Shanghai’ sparks interest in bespoke fashion

  • ‘Blossoms Shanghai,’ a TV series by Wong Kar Wai, has spurred consumer nostalgia for ‘90s fashion, travel, and beauty trends.

  • Content related to the drama has accumulated a staggering 4.3 billion views on China’s micro-blogging platform Weibo.

  • The series has also catalyzed a boom in bespoke suits for men, a nod to the sartorial elegance of the 1990s as depicted in the show. A key scene shows the protagonist transforming from an unnoticed city dweller into a sophisticated gentleman through a bespoke suit.

  • On Xiaohongshu, netizens are sharing tips on how to dress like the characters on the show. “Many ready-made clothes aren’t suitably elegant.

  • Meanwhile, booking platform Ctrip reports that searches and bookings for Shanghai have recently increased 20 percent.

 

Link:
https://jingdaily.com/posts/chinese-drama-blossoms-shanghai-bespoke-fashion

3. Impressive campaign ideas in 2024

  • Cui Jian’s Concert: Egg

Uses an egg to show us the uniqueness of Chinese rock. It is not as hard as stone, but more viable. The uniqueness of Chinese rock music, it is a more powerful force that continues to grow with the changes of the times, but no matter how the appearance changes, the core remains the same.

  • Union Pay (Charity Ad): Glowing stones in the mountains

The stones are rough, silent, and tough, just like children in the mountains. Finding the shining points of children and making efforts based on them is a long-lasting case for the brand.

  • Mengniu: 2024 “Unreasonable” blessings

This short film starts from six scenes and combines hurdles, climbing, taekwondo and other sports to convey beautiful blessings to the audience in a concrete way. The magical plot is both exaggerated and full of laughter, instantly igniting people’s expectations for the new year.

Link:
https://mp.weixin.qq.com/s/CfEahGhV2_0OWIOnODkLyg

 

4. Harbin icy spectacles draw record-breaking 3M visitors

  • Harbin is generating a record-high amount of tourism revenue thanks to social media hype. Brands like Lancôme have taken notice.

  • Every winter, China’s northeastern city of Harbin is transformed into a winter wonderland. Picture 250,000 cubic meters of ice meticulously carved into 1,000 ethereal ice sculptures, taking the shape of castles, temples, mythical creatures, and more.

  • Social media has played a key role in drawing crowds to the city. On Xiaohongshu, the hashtags “Harbin” and “Harbin travel” boast a total of 1.9 billion views and 800 million views, respectively.

  • Luxury beauty label Lancôme, for instance, has crafted a crystal-clear installation in the shape of the Arc de Triomphe, featuring the handiwork of multimedia Chinese artist Jacky Tsai, which make for fun photoshoot spots.

Link:
https://jingdaily.com/posts/harbin-ice-snow-festival-record-breaking-visitors

5. Top Chinese livestreamers are flocking to overseas TikToK

  • Crazy Little Brother Yang has just become the first in what could be a wave of Chinese livestreamers moving to tap into the overseas e-commerce market. Crazy Little Brother Yang, who is known for his larger-than-life comedic antics, was the first livestreamer to reach 100 million subscribers on Douyin, TikTok’s separate sister app in China.

  • Crazy Little Brother Yang held his first overseas broadcast on Singaporean TikTok on January 15.

  • Yang is not the only major Chinese livestreamer planning to break into TikTok. The former tutoring company Oriental Selection (also known as East Buy), now one of Douyin’s biggest channels, is recruiting for a raft of TikTok-related positions, Liepin.com job listings reveal.

  • Moving to TikTok could be a way for livestreamers to salvage their careers away from the watchful gaze of the Chinese internet. On top of this, the growth rate of Chinese platforms is slowing down in terms of both GMV and users, making now the perfect time to invest in their overseas counterparts.

Link:
https://daoinsights.com/news/top-chinese-livestreamers-are-flocking-to-overseas-tiktok/

 

6. Chinese are shifting work-life balance toward ‘life,’ poll shows:

  • Two-thirds of Chinese consumers have come to value their private lives more than success at work to a greater degree than before the pandemic.

  • Many have been struggling to find work amid a slowing economy and job cuts at tech companies. Asked about prospects for career advancement, 41% see less room for promotion than they did before 2019, while 37% see no difference. Respondents showed less interest in learning skills for work, focusing more on personal pursuits. A total of 45% feel they spend too much time on their smartphones

  • There is a growing trend toward a type of relaxed self-improvement. More people named going to the gym or doing yoga, traveling, volunteering, camping and fishing, and cooking as activities they enjoyed last year. Fewer mentioned gaming or learning work skills.

  • For brands, it gets back to understanding primary motivations. Touting success in careers is still important for some consumers, but it doesn’t hold the same widespread appeal as it once did.

Link:
https://asia.nikkei.com/Spotlight/Society/Chinese-are-shifting-work-life-balance-toward-life-poll-shows

7. Inventory of China Mobile Internet “Dark Horses”

Driven by the vitality of the offline economy and the continuous increase in the proportion of post-2000 users (12.4%), there are more traffic dark horses in office, travel, and life service apps in 2023.

  • The “dark horse” application is the most prominent growth application during the same period, with a relatively small overall user base

  • In 2023, tourism and travel will become a hot field, with mobile games accounting for 20% of newly launched apps

  • Multiple mobile games have shown impressive performance, with strong growth in AIGC (AI Generated Content)  and short drama apps

  • The dark horse WeChat mini program is scattered, and the life travel Alipay mini program is growing faster, and the Douyin short drama mini program is soaring

Mini programs have also experienced rapid growth, with WeChat mini programs appearing as “dark horses” in the fields of finance and daily life.

Link:
https://mp.weixin.qq.com/s/GWN1_dm3GZkj5uAn2SUIhg

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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 

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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.

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Exploring China’s Market: The Latest Updates

August 14, 2023

1. LinkedIn announced its decision to discontinue InCareer in China: 

  • Effective August 9, the decision was attributed to the fierce competition and challenging macroeconomic climate in the Chinese market, the firm stated. 
  • LinkedIn introduced the InCareer app for the Chinese market in December 2022. 
  • As of March of this year, InCareer had approximately 95,9600 monthly active users (MAUs), while its competitors 51 Job and Boss boasted 18.5 million MAUs and 17.3 million MAUs, respectively.
  • LinkedIn had previously expressed its intention to shift its strategic focus in the Chinese market toward assisting Chinese companies with overseas talent recruitment, brand marketing, and skill training.

https://www.ithome.com/0/711/201.htm

 

2. The Chinese short video platform Kuaishou showcased a new AIGC solution and AIGC digital human product called Kuaishou Zhibo:

  • The head of Kuaishou’s AI business highlighted that the AIGC solution is built upon Kuaishou’s self-developed foundational large language model. 
  • It will help creators in the generation of text, images, music, videos, and 3D works by providing them with inspiration, creative materials, and intelligent production services.
  • The company is developing technologies such as text-to-image creation, AI-supported cameras, and intelligent video scripting for its portrait camera app Yitian Camera, and its video editing app Kuaiying.

https://www.36kr.com/newsflashes/2381837287157001

 

3. Guochao brew: China’s Gen Z craves a cup of ‘Chinese-style’ coffee

  • More cafés have created a distinctly Chinese atmosphere by incorporating traditional architecture, such as a courtyard, decorating their interiors with antique furniture, and serving drinks in Gaiwans. 
  • They serve as popular spots for dates, chats, studying, and business meetings.
  • The localization goes beyond store aesthetics to infuse Chinese elements into the taste and preparation methods of the coffee as well. 
  • Because these specific product launches rely heavily on novelty, the buzz is often artificial and temporary. 
  • However, Guochao — or the integration of traditional Chinese elements in contemporary life — is no passing phase or gimmick.

https://jingdaily.com/chinese-style-coffee-guochao-gen-z/

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Latest News on China’s Market

August 7, 2023

1. Estée Lauder taps Asia’s male beauty market with Manchester United partnership

  • Beauty and skincare giant Estée Lauder has inked an exclusive partnership deal with Manchester United in hopes of tapping the club’s fans in China and the Asia Pacific region.

  • In China alone, the men’s beauty market was projected to surpass $10 billion in 2022 and could reach $33.4 billion (240 billion RMB) by 2027.

  • Most male consumers may be relatively new to the skincare game, especially when it comes to premium products.

  • In the first half of 2023, the GMV of men’s makeup on Douyin surged by 364.6 percent year-on-year. With this market being especially open to beauty and grooming, we’d bet that a clever campaign could work wonders.

LINK: https://jingdaily.com/estee-lauder-manchester-united-collab-male-beauty/

 

2. Male beauty’s next growth engine: Douyin

  • In the first half of 2023, the gross merchandise value (GMV) of men’s makeup sold via Douyin surged 365 percent year on year – Tmall and Taobao combined achieved 6.7 percent growth in the same period.

  • Chinese male beauty brands are quickly expanding on the short video app. Domestic labels claimed seven spots on Douyin’s top 10 best-selling mens’ skin care list, whereas international brands took three places.

  • Male skincare buyers’ profiles: Last year, 70 percent of men’s beauty purchases were made by women, according to a 2022 report from Xiaohongshu. But male buyers have caught up, now accounting for half of male cosmetics purchasers on Douyin.

  • The average age of the male makeup user is between 18 and 30 with an average price of $9.7 (69.2 RMB), significantly lower than on other platforms like Tmall and JD.com.

  • Cooperating with KOLs has proven to be a quick and effective strategy for businesses that want to scale up brand awareness. These influencers are crucial for spreading knowledge about beauty routines.

LINK: https://jingdaily.com/male-beautys-next-growth-engine-douyin/

 

3. McKinsey: Chinese consumers, brands ‘cautiously optimistic’ on tourism and spending

  • Chinese consumers are looking for better deals and sales across platforms like Douyin and Pinduoduo, where products are often sold for “half or less” than on more established competitor shopping apps.

  • McKinsey found that while many remained loyal to their favorite brands, 47 percent of respondents reported switching retailers to obtain a “lower price/discount.”

  • Travel, restaurants and apparel were the top categories consumers were spending on, the survey revealed.

  • However, international travel in June was still 58 percent lower than pre-pandemic levels, though the number of outbound flights from China is “rising rapidly.”

LINK: https://jingdaily.com/mckinsey-report-cautiously-optimistic-tourism-spending/

 

4. China ecological transition: a green revolution led by consumers

  • Keeping balance between satisfying the demand of country’s market, while preserving sustainable standards is challenging

  • Chinese consumers are demonstrating a higher attention to environmental issues compared to the previous years, this trend being reflected in several factors, from carbon emissions to locally produced goods.

  • In this sense, the pandemic has represented a turning point for the development of this trend inside consumer’s mindset, many of which are now willing to pay more for environmentally friendly products.

  • Case study of KFC:  Thanks to “Exploring Carbon Reduction” and “The Journey to Carbon Neutrality” initiatives, introduced in their super App, KFC carried out a green rewards program that encourages consumers to not use disposable cutlery, favor in-store pickup, engage in waste sorting, etc.

LINK: https://mp.weixin.qq.com/s/HBf_m9WBZ2izfmQNFgOlvg

 

5. Pink burgers, platform Crocs and Malibu dream houses: Barbie’s global collab craze

  • Resale site StockX reported to Jing Daily it had seen more sales of Barbie products in July 2023 than any other month in the company’s history, double sales in July 2022.

  • Among so many names jumping onboard, from Vans, Kipling and Gap, to Pacsun and Nyx, one breaking through the Barbie collaboration noise online is Zara. The Spanish retailer launched a collection on July 21 (the movie release date) inspired by the fashion seen on screen, including a gingham dress, silk pajamas, and other clothing and accessories items

  • Though Zara, Vans, Nike’s Dunk Low sneaker, and Chanel’s themed efforts with the movie all made their way onto social media in China, the clothing and accessories collection from local fashion brand D’izzit is trending in the mainland.

  • Barbie mania is reaching all corners of commerce, from fashion all the way through to luxury hospitality. The W Hotel in Osaka, Japan, is one that’s proven a hit among netizens.

  • Thanks to Barbie nostalgia being at an all-time high, the IP’s pulling power feels unbeatable. Some consumers might be all pinked out, but this is definitely not the end of Barbiecore.

LINK: https://jingdaily.com/barbies-global-collab-craze/

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WeChat: Your Ultimate Travel Planning Tool

July 6, 2023

WeChat, widely known as China’s all-in-one super app, has revolutionized the way people communicate, socialize, and conduct financial transactions, but now we’ve got yet another sector coming into the ring.

While it was not initially designed as a travel planning tool, recent developments within the platform indicate a growing appetite to venture into the market share traditionally dominated by Online Travel Agencies (OTAs). This shift is particularly notable, given the whirlwind of changes the travel industry has gone through in recent years. After three long years of restricted international travel due to the global pandemic, the world is witnessing a resurgence in wanderlust. As a result, there has been a noticeable surge in travel-related content on WeChat. Users are sharing their travel experiences, tips, and recommendations, transforming the platform into a hub for travel enthusiasts.

Moreover, recent statistics reveal that a substantial portion of the Chinese population is eager to resume their international travel plans. According to a survey published by Dragon Trail Research, an astounding 60% of Chinese individuals have expressed their intentions to travel abroad this year. This renewed enthusiasm for international tourism presents a unique opportunity for WeChat to leverage its existing user base and expand its influence in the industry.

In this article, we will delve into the emerging travel-related features on WeChat and analyze how they position the platform to potentially challenge the dominance of traditional OTAs. We will also explore the implications of WeChat’s growing travel focus, both for its user base and the wider travel industry, as we navigate the new landscape of post-pandemic tourism.

WeChat as a one-stop platform to organize a trip

Mini-programs are the core of any planning tools on WeChat. Chinese Travel Consumption Trends White Paper 2023, released by Tencent Marketing Insight and Tongcheng Research Institute highlight the value and popularity of WeChat mini-programs for Chinese travelers. According to the findings, 61% of respondents said they use WeChat mini-programs to purchase travel products and services while on trips. Additionally, 34% stated that they utilize mini-programs for accommodation, transportation, attraction tickets, activities, and/or F&B, while 24% each use the mini-programs of travel platforms and OTAs.

Brands can leverage mini-programs in many ways. For example by embedding a link within the articles, pin to their official account WeChat menus, and much more.

WeChat mini-programs are simply convenient and don’t require downloading additional apps. On top of that, since they are vetted by Tencent they are also perceived as more reliable.

Mini Programs Travel WeChat

👀 Discover more about WeChat Mini-Programs

WeChat Search is another amazing tool in the WeChat’s arsenal. Users can search for virtually any kind of information from quick results for the weather forecast at their destination to suggested flight routes or accommodations.  In the Search results, users can also browse through official WeChat accounts, video content, mini-programs, and more. Filtering option help them to find relevant information quickly.

One particularly eye-catching feature that can be leveraged by brands is ‘search takeover’ where brands can customize their result card and include buttons driving to different functions like booking.

WeChat Search Travel

🔍 A Quick Guide To WeChat Search

Travel Content on Official Accounts

WeChat Official Accounts, let’s not forget content published on official accounts. They remain the most important source of information and updates for Chinese travelers. That’s why it’s so important to keep them up to date. Menu, which is a close equivalent of a website, should be updated and make it easy to navigate for FAQ. Chinese customers will appreciate responsive customer service and auto-replies.

Articles can serve as a great source of inspiration. Taking into account that 17% of Chinese travelers admit that they use WeChat to plan outbound trips, there is a big chance that they might come across the content that spark their wanderlust within the platform. This rising interest in globetrotting content is already visible. According to Q1 2023 WeChat Rankings Report, average views per post on WeChat rose by 41% for airlines. Similarly, 30% for cruise trips, 42% for attractions, and 15% for hotels.

WeChat Articles Travel Tourists

✈️Reaching Chinese Tourists: Online Travel Agencies and Social Media Platforms [2023]

Last but not least, WeChat Channels can be used to find new inspirations. Viewers can discover hot spots in cities and unknown places worth a visit. With similar to Douyin’s algorithm-based feed, Channels are the must-have hub for visual video content on WeChat. Global and local attractions are already using built-in live-steaming features. Users can also browse content based on their location in order to find new hidden gems. They can also create their own content and raise awareness and promote places through UGC (user-generated content).

WeChat Channels Travel Tourists

🎥 WeChat Channels – How to Post for Success?

Conclusions

WeChat recently published a post on how the app can be used for planning a trip from the scratch. All without the need to download any other apps or leaving the platform. Click here to check it: 微信搜一搜是懂五一的. If you have any questions about leveraging WeChat for tourism, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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Tech news in China

August 4, 2022

Chinese TikTok re-bets on “Zhongcao”, a key to China’s e-commerce consumer culture

With the release of the brand-new independent recommendation app “Kesong,” Chinese TikTok Douyin is re-testing the “Zhongcao” business model. The action is a part of the video-sharing site’s larger strategy to develop into an interest-driven, omnichannel e-commerce ecosystem. Although “Zhongcao” makes it easier for content-focused platforms to capitalize on China’s e-commerce craze, it shouldn’t be done at the expense of user experience.

https://daoinsights.com/works/chinese-tiktok-re-bets-on-zhongcao-a-key-to-chinas-e-commerce-consumer-culture/

Tencent To Close NFT Platform Huanhe a Year After Launching

Major Chinese tech companies have started launching NFT-related platforms since last year. In addition to Tencent’s Huanhe, Ant Group introduced Topnod (JingTan in Chinese) on its AntChain in late 2021, and e-commerce behemoth JD introduced Lingxi, an NFT platform, in December. 

In China, NFTs are known as digital collectibles, but there are some important differences, such as limitations on the resale of these NFTs. Huanhe is supported by blockchains managed by Tencent and its partners. Buyers are concerned that the closure of Huanhe may also mean the end of collectibles purchased through the platform.

https://technode.com/2022/07/21/tencent-plans-to-close-nft-platform-huanhe-a-year-after-launching-report/

The Good Old Days: Why Nostalgia Amplifies Brand Collabs In China

According to a 2021 Mintel study, 77% of Chinese consumers enjoy items that bring back fond memories, such as childhood snacks. In difficult times like the COVID-19 pandemic, nostalgia is an easy way to elicit endorphins while reassuring customers. 

China has experienced a consistent flow of nostalgic food and cartoon collaborations in 2022, whether as a direct result of difficult times or not. International brands are also embracing the trend. L’Oréal released a line of cosmetics in April 2022 with the IP of the well-known Chinese cartoon (Black Cat Police Captain) from the 1980s. The line’s marketing even included the wistful theme song. 

https://jingdaily.com/brand-collaborations-nostalgia-wins-china-team-wang-loreal/ 

High-Tech Hues: Alibaba Algorithm Will Have Chinese Shoppers Looking Their Best This Fall

Retail trends are predicted before they occur thanks to a partnership between TWTA and Alibaba’s research arm DAMO Academy powered by AI. For instance, the information indicates that vibrant, lush orange and soft cyan blue will be popular colors in the fall and winter. The algorithm translated colors into digital codes after learning from a vast collection of product photos on Alibaba’s marketplaces and more than one million photos from fashion shows in order to identify patterns and forecast trends for both businesses and consumers.

https://www.alizila.com/high-tech-hues-alibaba-algorithm-has-chinese-shoppers-looking-their-best-this-fall/ 

A Guide To China’s Top Livestreaming Apps

More and more businesses are utilizing the e-commerce potential of live streaming, whether it be for performance art exhibitions, video games, or private luxury consultations.  Here are the top four live streaming platforms in China that luxury brands should be aware of because algorithm-driven short-video apps now account for the majority of online advertising.

Douyin

Due to its low entry barrier for product sales, Douyin’s live broadcast feature is especially well-liked among young consumers. Popular KOLs’ promotion of products can result in immediate sales. The app has successfully established a business model that functions as a personal and commercial platform thanks to additional alluring features like Douyin’s VIP Room, Flagship Store, and Global Choice. 

Kuaishou

Luxury brands have historically paid close attention to apps like Douyin and Bilibili, but with 578 million MAU and nearly $40 billion in revenue in the fourth quarter of 2021, Tencent-backed Kuaishou is becoming more and more difficult for major brands to ignore. Millions of users still rely on the app to buy cheap food and beauty products on a daily basis. 

YY live

YY Live offers a devoted user group of paying subscribers for a large number of content creators, even though it doesn’t have as many MAUs as top platforms Douyin and Taobao Live. The social network is positioned as being more focused on entertainment than strictly e-commerce by the platform’s hosts, who highlight streaming and chat features with virtual currency that is later converted into real money. 

Taotao live

Taobao live, which was introduced in 2016, draws both Chinese and foreign audiences with a mix of entertaining and business-related content. Taobao’s wide selection of reasonably priced goods contributes to some of its success in the fashion industry. Taobao makes it simple for livestreamers to maximize the speed and agility of the number of products they can try on, review, and sell to devoted audiences. Taobao pairs with an incredibly quick supply chain response. 

https://jingdaily.com/livestream-ecommerce-platforms-douyin-taobao/

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Weekly China Updates

July 12, 2022

JD.com Announces Renewed Strategic Cooperation With Tencent

Tencent will keep providing JD.com with main entry points on its WeChat platform in order to maintain traffic. It also includes collaboration in areas like membership services, marketing and advertising, technology services, and communications.

The deal will carry out business cooperation in the areas of e-commerce portals, cloud technology and cloud services, membership systems, online conferences, enterprise services, smart retail and advertising, supply chain, and other areas. It will also strengthen technical exchanges and cooperation in artificial intelligence and other fields.

JD.com and Tencent are collaborating strategically for the third time at this time. The contract is extended for another three years.

Link: https://pandaily.com/jd-com-announces-renewed-strategic-cooperation-with-tencent/

Navigating Douyin — A Guide For Luxury

The mainland’s TikTok has already solidified its position in the market despite just having launched its e-marketplace in June 2020; it is currently ranked among the top five e-commerce applications with the greatest market shares.

600 million DAUs are on Douyin. The innovative consumer journey that Douyin delivers is what makes it so intriguing since it is completely changing the e-tail landscape. By connecting interest to final transactions, the software completes the cycle.

Link: https://jingdaily.com/douyin-guide-for-luxury/ 

Head & Shoulders Father’s Day Campaign Taps Into Paternal Pathos

Despite the fact that Father’s Day is not a recognised holiday in mainland China, it is nonetheless observed there in accordance with Western custom. On this day, the majority of Chinese advertisements are usually more sentimental than those in the West and focus on father-child connections. That said, it is remarkable how the Head & Shoulders commercial managed to stir up laughter in its viewers while also bringing them to tears.

For this very reason, family marketing is a common motif in Chinese ads. The good or service could be marketed to the whole family as a shared activity that is consumed together.

This video promo is not only directed at men who lose their hair but also at kids of all ages who value their father figures. In reality, sons and daughters wrote the majority of the posts under the Weibo hashtag #Dadsloveistoobald, which received an astounding 10 million views.

Link: https://daoinsights.com/works/head-shoulders-fathers-day-campaign-taps-into-paternal-pathos/ 

Weibo to Launch New Interest-Driven Social App

Several reports claim that Planet, a new interest-based social app, will be released by Weibo. An improved version of Planet Video, which already includes millions of communities covering a variety of themes, is the new app. Importantly, it will primarily serve as a tool for Weibo users to follow famous people and influencers while immersing themselves in groups of people who share their interests.

At the moment, Planet Video is divided into five categories: Home, Discover, Shoot, News, and My. The app immediately demonstrates Weibo’s interest in short video content. The move comes as no surprise given China’s tremendous demand for live streaming and brief video content.

On the other hand, some social circles may view the affiliation with a platform that promotes fan interaction and celebrity culture as disrespectful of the government’s efforts to curtail “excessive fan culture.” As a result, the luxury brands associated with Planet may find themselves in a sticky situation, dealing with criticism and reputational issues.

Link: https://jingdaily.com/weibo-planet-app-celebrities-short-video/

China’s All-Purpose Wechat App Lets Users Register Two Accounts With One Phone Number In Pilot Test

Tencent Holdings’ all-purpose social media platform WeChat is currently pilot testing a feature that enables users to sign up for an additional account using their existing mobile number. This could make it easier for users to balance their use of the app between their personal and professional lives.

According to a report by Chinese media outlet Thepaper.cn, the new capability has been in experimental testing with a small group of users since last year, and it is unclear if or when it will be formally released.

Some welcomed the move as a way to better separate work and life, while others were not impressed. However, some complained that the two accounts cannot work concurrently and they could miss the message on the main account when switching to the other one. 

Link: https://www.scmp.com/tech/big-tech/article/3184348/chinas-all-purpose-wechat-app-lets-users-register-two-accounts-one

WeChat Service Marketing

The service market is an official platform to help find cooperation. At present, millions of companies are looking for small program development, customer service and other high-quality services here.

In the article, the marketing managers of two companies recommended this platform. They said that after they applied to join this platform, they signed a lot of customer resources and got a lot of cooperation service providers who meet the following standards to enter the service market-content service area: 

  • It must be an independent corporate legal person, with fixed office space, and be qualified as a general taxpayer; 
  • Has been registered and operated for more than 1 year; 
  • The business scope should include: Daren, celebrity, self-media and other related businesses, providing market planning and publicity services, providing supply chain or e-commerce agency operations, etc., and engaging in related businesses for more than half a year; 
  • The registered capital is more than 500,000 yuan;

He has experience in providing live broadcasts, short videos, and graphic operations for merchants in the WeChat ecosystem. One of the following conditions is met:

  1. Sign a real and effective live broadcast operation business contract with at least 3 or more mini-program merchants, the live broadcast cooperation relationship can be checked, and the live broadcast comprehensive data performance during the service period is good;
  2. Possess an agency operation business contract based on short videos and pictures and texts signed with more than 3 merchants in the WeChat ecosystem.
  3. If neither of ① and ② is available, it is necessary to prove other materials that can prove the serviceability in the WeChat content service field.

Link: https://developers.weixin.qq.com/doc/oplatform/service_market/provider_guideline/enter_guideline/mcn_enter_guideline.html

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Weekly News Roundup From China

June 28, 2022

Tencent’s WeChat Debuts in 618 Shopping Festival with Big Bet on Live-Streaming Ecommerce Despite Slowing Economy

WeChat, a product of Tencent, has for the first time introduced its own 618 online shopping festival using its in-app video feature Channels. Over 50% of the sales generated by live broadcasting on WeChat in 2021 were from private domains, such as a brand’s current WeChat fans.

The average transaction value for customers watching live streams on Channels is 200 (US$29.9), and 60% of viewers make additional purchases. The Tencent app appeals to businesses who wish to communicate with consumers in a semi-private network in order to gain and keep a loyal customer base.

Link: https://www.scmp.com/tech/big-tech/article/3182083/tencents-wechat-debuts-618-shopping-festival-big-bet-live-streaming-e

Backstreet Boys Join Westlife for Online Concert on super-app WeChat

Thanks to the Backstreet Boys’ first-ever live-streamed concert on the popular app WeChat, Chinese fans of the ’90s and ’00s pop music may experience the enchantment of the 2022 DNA World Tour.

It’s anticipated that around 40 million people will watch the show. In addition to receiving approximately 37 million views on Weibo, a linked hashtag, the event’s preview on WeChat received 82,000 likes in just 24 hours.

Most Chinese Millennials and Zoomers who were exposed to the Backstreet Boys and Westlife by their professors have grown up with both bands by their sides.

Link: https://radiichina.com/backstreet-boys-concert/

Unpacking Sephora’s Global C-beauty Push

The “In China for China” business incubator programme, which will seek to develop five premium Chinese beauty names into global megabrands, was unveiled by Sephora on June 6.

The strategy capitalises on both the propensity of Chinese customers to purchase domestic brands as well as the expanding interest within foreign beauty communities in Traditional Chinese Medicine (TCM) and eastern wellness ideas.

Link: https://jingdaily.com/sephora-c-beauty-global-expansion-tcm/ 

China Plans to Review Every Single Social Media Comment

China may soon evaluate each and every social media comment before it is posted, raising concerns about increased censorship in a nation with one of the strictest media environments in the world.

Internet users in China have expressed concern that if planned legislation requiring internet platforms to evaluate all social media comments is passed, the country’s already restricted space for free speech will be further reduced.

The new limits would disrupt the fun since real-time remarks give viewers the impression that they are in a chat room with other people. This makes the experience more engaging.

“If the rules are passed, it means that everything we see online would be what’s been hand-picked by moderators, and it would be harder for individuals to make their voices heard,” 

Link: https://finance.yahoo.com/news/china-plans-review-every-single-093000701.html

Tencent News Aggregator App Kuai Bao to Cease Operations Next Month

Tencent Holdings will stop operating Kuai Bao, its news aggregator app, at the end of the month, showing that even China’s most powerful and wealthy Big Tech corporations must slash non-core businesses in the face of persistent regulatory pressure and the slowing economic growth of the nation.

Kuai Bao offers users algorithm-generated recommendations based on their profile, hobbies, and browsing history, much to the well-known news aggregator app Jinri Toutiao, which is owned by ByteDance.

Since its 2015 launch, Kuai Bao hasn’t gotten big enough to compete with its rivals. According to a survey released in February 2021 by the research firm Questmobile, ByteDance’s Jinri Toutiao leads the Chinese online news information sector in terms of daily active users, followed by Tencent News, Sina News, and NetEase News.

ByteDance last week shut down a game development studio that it acquired three years ago, slashing more than a hundred jobs in a major setback for its quest to challenge Tencent in that market.

Link: https://finance.yahoo.com/news/tencent-news-aggregator-app-kuai-093000641.html

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