Charting a course forward: Full Truck Alliance’s path to sustainability
In the pulsating heart of China’s ever-evolving logistics landscape, a titan, Full Truck Alliance (满帮集团) emerged in 2017, forged from the fusion of two formidable forces: Jiangsu Manyun Software Technology Co. (operating under the app brand Yunmanman, 运满满), Ltd. and Guiyang Huochebang Technology Co., Ltd (operating under the app brand Huochebang, 货车帮). As the largest […]
Capturing the Neglected Market: Strategies to Connect with Lower-Tier City Consumers in China
With more than 70% of China’s population located in tier-3 cities and below, there lies a significant, yet often undervalued, market segment ripe for exploration by international brands. This overlooked demographic consists of Chinese consumers who possess unique consumption habits, profoundly influenced by their pragmatic approach to life and a deeply ingrained sense of patriotism. […]
Reshaping the Chinese Luxury Market: Shifting Consumer Values and Transformative Retail Experiences
In 2019, McKinsey estimated China’s share of the global luxury market would grow to 41% by 2025. China’s luxury market has been mounting up for the past five years, doubling in size between 2019 and 2021. This growth was disrupted in 2022 due to the zero-Covid policy. In 2022, nearly every luxury category and most […]
Lego in China: conquering the toy market one block at a time
With almost 300 million kids under the age of 18 in 2023, the Chinese toy market is extremely profitable, and reached a revenue of more than 18.9 billion USD in 2022. Lego is among the major players in this sector, holding over 43% of the market share in the construction toy category as of 2021. […]
How Pechoin, China’s oldest skincare brand, remains a top beauty player after nearly 100 years
China’s skincare market revenue in 2022 amounts to RMB 110 billion and is expected to grow by 8% annually. 2019 research by AskCI Consulting reveals that Pechoin (百雀羚) accounted for 4.5% of this market. Pechoin retains this position by staying on top of China’s skincare market trends which include embracing Chinese traditions, up to the […]
Li Jiaqi’s pre-double eleven strategies that solve consumer headaches and generated over 10 billion yuan in sales
As Double-Eleven continues to grow, this Chinese version of Black Friday is no longer limited to November 11th and is expanding to take up more real-estate on the calendar. The pre-orders of “Double-Eleven” started as early as October 20th this year as Taobao has adopted a new “deposit-payment” mechanism. In this year’s “battle” to get […]
Maia Active: An Asian women-oriented active-wear brand
Maia Active was founded in 2016 by Lisa Ou and Mia Wang and is a Chinese designer sportswear brand for Asian women. Through the development of technical sports fabrics and the use of fashionable elements and colors, the Chinese fitness apparel brand designs active-wear that fits Asian bodies and is regarded as a fashionable brand. […]
A guide to product packaging sizes in China
China’s retail industry looked promising in the first quarter; the retail sales of consumer goods excluding automobiles was 3,155.4 billion yuan (USD 492.2 billion) in March, a 34.2% increase from last year. This gives a positive outlook for consumer-packaged goods (CPG) companies as consumption rebounds in China. However, the rising competition intensity and changing consumer […]
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 […]
China’s consumer generated video economy: Outsourcing marketing to your own users
China’s consumer generated video (CGV) economy refers to economic activities- such as brand sales- fuelled by videos created by Chinese consumers. These videos can be in recorded form, or livestreams. According to McKinsey research, 11% of Chinese consumers’ time on social media is spent watching, sharing, and creating short videos. In 2018, the Chinese short […]
How and why brands are using the direct to consumers business model (DTC) in China
Direct to consumers (DTC) is a business model when a manufacturer sells product directly to the end consumer, bypassing all intermediaries. It also includes a wide range of instruments which help to be closer to the consumers. DTC in China makes use of four types of social e-commerce, Pinduoduo – social e-commerce, WeChat – one […]
How to do Guochao marketing: In-depth interviews with Chinese gen Z
What is Guochao marketing “GUO CHAO” (literally “national trend”) refers to the increase consumer favoritism towards Chinese brands, designs and culture. Guochao consumers embrace Chinese cultural designs and products made in China. 75% of Chinese consumers surveyed state they like products that incorporate Guochao design elements. To learn more about Guochao marketing, we conducted in-depth […]