174,000 openings, 137,000 closures in a year: The evolution and uncertain future of Chinese modern tea sector
The Chinese modern tea sector has matured significantly since 2020, completing a transition from a volume-driven expansion model to a quality-focused era. In terms of growth, we can see this reflected in the shift from an average growth rate of 24.9% CAGR between 2017 and 2022 to a growth rate of 6.4% in 2024. The […]
How Chinese New Year marketing campaigns differed in 2026
The arrival of the Year of the Fire Horse recalibrated the emotional tempo of the market in 2026. If the Year of the Snake had encouraged reflection, healing, and controlled luxury, the Fire Horse signaled acceleration — velocity, vitality, and visible ambition. Consequently, Chinese New Year 2026 marketing campaigns had to navigate this surge of […]
Meng culture in China: Brands utilize cute economy to capture Chinese consumers
The rise of Meng culture in China is linked to a shift in social psychology. As young people face more pressure in everyday life, they are seeking out and drawn to products that can comfort them. Marketing campaigns with cute characters are not just targeting children but also young adults for nostalgic purposes. By leveraging […]
From milk tea to chili sauce: Can Sexy Tea (茶颜悦色) catch up with CHAGEE (霸王茶姬)?
Founded in 2013 in Changsha, Hunan, Sexy Tea (茶颜悦色) built its brand around “New Chinese-style Fresh Tea”(新中式鲜茶) focusing primarily on light milk tea (轻乳茶). Thanks to its distinctive flavor and exclusive local business model, it quickly gained popularity. However, while its reputation soared, Sexy Tea remained cautious about expansion and only ventured beyond Changsha […]
From local success to global player: ANTA’s strategic blend of tradition, innovation, and sustainability
ANTA(安踏), a prominent player in the Chinese sportswear market, has secured a notable position second only to Nike with revenue reaching RMB 29.6 billion in 2023. The sale is mainly from sports apparel and footwear segment. The company recorded a substantial revenue of RMB 11.1 billion from sports apparel sales, marking a notable increase from […]
Xiaohongshu’s Foodie Marathon boosts Shanghai’s culinary scene
On the 17th of July 2023, the Chinese social media platform Xiaohongshu launched the “100 Stores Exploration Plan” (100家探店计划), which will end on the 31st of December, 2023. This event was launched in several big cities like Guangzhou, Shenzhen, Shanghai, and Beijing. The event involves visiting 100 stores and sharing relevant posts on the platform. […]
Could frequent shopping events like Crazy Thursday replace Chinese shopping festivals?
Crazy Thursday, or “疯狂星期四” in Chinese, is a promotional event hosted by the popular fast-food chain KFC. This event takes place every Thursday, during which KFC offers substantial discounts on various items from its menu. These discounts can often be quite significant, reducing the prices of KFC meals to a fraction of their original cost. […]
What is the recipe for successful China market entry strategy?
Navigating the complexities of China’s business culture and political environment is crucial for a successful market entry. With over 1.4 billion inhabitants, China has the largest population in the world, offering businesses a vast pool of potential customers and clients. The middle class in the nation is also growing quickly as more and more people […]
How to make your brand go viral: branded mini movies in China
Mini movies are short cinematic creations shot for a specific product or brand. The general duration is less than 30 minutes. Branded mini movie was born with the development of new media technology and has become an emerging marketing tool in recent years. The essence of branded mini movie is information dissemination aimed at demonstrating […]
An “East-West” Exchange organized by Tmall Global
On November 6th 2021, Tmall Global released its promotional video named “East West Exchange” (世界东西交流会) for Double Eleven. The campaign utilizes the dual meaning of “Dong Xi” (“东西”, meaning both “East and West” or “Goods” in Chinese) to extend the platform’s ideas of promoting cultural and commercial exchanges between China and the West. As a […]
Through black cookies and creamy fillings, Oreo and Jay Chou linked sandwich cookies with Chinese ink art
On October 15th, Oreo, together with its brand ambassador Jay Chou, launched a music video titled “笑奥江湖, 玩心无极” (Laugh proudly at the world, keep a heart of innocence). Oreo linked the color of its classic cookies with the black and white in the traditional Chinese ink paintings. Oreo and Jay Chou’s ink art blockbuster landed […]
Unraveling Unilever’s marketing strategy in China
During 2021’s investor presentation about Unilever’s business in China, the Executive Vice President, Rohit Jawa, and the Head of Investor Relations, Richard Williams, depicted winning China as a priority for the British-Dutch Group. Despite the frequent ups and downs, Unilever’s marketing strategy in China proves the company’s long-term commitment to engage with local consumers. In […]