“Duk Haan Yum Cha”: Chali and Chua Lam’s Dim Sum Rejuvenate the Tea Trend with Zao Cha Culture (早茶文化)
“得闲饮茶” (Duk Haan Yum Cha), a popular greeting in Cantonese-speaking areas, meaning “let us go for tea together when we have time”. This is one of the most representative expressions under Cantonese Zao Cha Culture (早茶文化). Chali, a tea brand based in the Guangdong Province, is utilizing this culture to present a joint program with […]
Pairing with Ctrip, Audi Presents an Exclusive Glamping Trip to ‘Mars’
On September 5th, Audi officially announced a collaborative project with Ctrip: A Trip to ‘Mars’ on China’s ‘Golden Week Holiday’. During the trip, participants will take an Audi Q7 SUV deep into the Tsaidam Basin (Qinghai Province), a region known as “the most Martian place on Earth” for its topography. There, they will live in […]
Harbin Beer’s secret to increasing their female consumer base: Leveraging the idol economy
At a time when China’s idol economy has an unprecedented influence on young consumers, Harbin Beer has successfully attracted the attention of the fan circle and set itself apart from other brands that use celebrities as their endorsers. Harbin Beer is one of the oldest beer-brewing companies in China. Zhang Yixing is a Chinese idol […]
Olympic marketing 2021: Chando challenges China’s beauty standards featuring female Olympic athletes
On July 12th, when its 20th anniversary coincided with the Olympics Games, Chando, a Chinese beauty brand, released a short video promoting their new high-end Moisturizing Series cream and a surprise gift box made in collaboration with Tmall. (Read more about TMall Heybox). With the slogan “自然而燃 ” (Burn naturally), Chando plays on the idiom: […]
INSBAHA x Sanxingdui Museum campaign: Marketing “antique” products to Gen-Z
On July 12th the Chinese make up brand INSBAHA (原色波塔) released their new collaboration with the Sanxingdui Museum (三星堆博物馆) on all their Chinese social media accounts. INSBAHA is a make-up brand founded by a Chinese cosmetics company, Proya Cosmetics (珀莱雅), which targets ‘health nuts and trend lovers.’ The Sanxingdui Museum is located near Chengdu and […]
Chinese think Apple is crazy: Apple’s splash-resistant ad goes viral for wrong reasons
At the start of July, Apple published a splash ad (one that appears on screen for a few seconds when an app is launched) on major social media platforms in China including Weibo, Bilibili.com, and 携程 Ctrip.com. The ad featured a man holding an iPhone to his ear in the drenching rain. and the short […]
FILA asks Chinese who are today’s idols
On June 28th, FILA’s new campaign 《对话》 (Conversation) and its Weibo hashtag #一个时代的偶像# (#The Idols of Our Time) was released and soon became a hot topic. By 5th July, this topic was read 460+ million times and discussed 456,000+ times (including 155,000+ posts with the hashtag). With this ad, the brand celebrated its 110th-anniversary using […]
2014 SaaS start-up provides CRM solutions for companies on WeChat approaches $10 million in revenue and raising millions of dollars in external investment: China Paradigm transcript #119 with Kai Hong
Matthieu David: I’m delighted to say I’m joined today by Kai Hong, founder of JINGdigital. This SaaS company improves brands’ conversion using marketing automation tools. From customer acquisition to lead nurturing and life cycle marketing to customer retargeting, their solutions allow businesses to engage with their customers through their most important social channels in China. […]
Australian CEO and founder of Shanghai content production studio: China Paradigm transcript #118 with Rodney Evans
Today’s episode features Rodney Evans. He is the founder and CEO of Central Studios Shanghai. Rodney has been in China since 2005. He founded his Shanghai content production studio in 2009. They mostly cover production and post-production in photography and video, used as marketing content for brands in China. Central Studios Shanghai has a 1,000 […]
Rising Chinese fashion brands’ secrets to success report
Gen-Z is the main consumer group in the China’s fashion market. They prefer both online and offline consumption and are willing to invest in themselves and splurge on experiences. They focus on quality, identity, and express their values through consumption. This generation is shaping fashion paradigm with more diverse styles. Download our Chinese fashion brands […]
AYAYI: The first metahuman in China has already made an “offline appearance” at Guerlain’s event
The first metahuman AYAYI (super realistic digital human) was created by RM Inc. (燃麦科技) earlier this year. AYAYI made her first appearance on Red on May 20th, 2021, the Chinese version of Valentine’s Day. As of July 1st, AYAYI’s first笔记 (note) launched on Red has won 95,000+ likes, 13,000+ favorites, and 2+ million reads. All […]
5 Chinese companies you didn’t know were using private traffic
The phenomenal success of Perfect Diary through leveraging private traffic highlighted this concept as key in marketing to the Chinese market. This is especially in the context of how e-commerce in China is predicted to comprise 57% of total retail sales in 2022, thus highlighting the importance of online customer engagement. What is private traffic […]