The results are in: The most nostalgic IP in China you want to co-brand with
Nostalgia marketing has proven to be one of the most effective marketing strategies in China. After observing successful strategies over the years, we have found that one of the most efficient ways to do nostalgia marketing is through Co-branding with nostalgic IP in China. To learn more about what young Chinese’ nostalgia triggers are, daxue […]
Market Tidbits transcript #6: Nostalgia marketing in China
Allison Malmsten, media manager at daxue consulting, is talking with Grace Yu, project manager at daxue consulting, about nostalgia marketing in China. Our full findings are available for you to download! What is nostalgia marketing? Grace Yu: Nostalgia marketing is appealing to the emotions people felt between the ages of 12 and 22. During this […]
Off-White in China: young American brand gaining fame among Chinese streetwear fans
The history of Off-White: The streetwear brand from Chicago going global Off-White was founded by Virgil Abloh in the United States in 2012 and became a globally famous streetwear brand within a few years. Off-White in China has gained a lot of attention as streetwear is becoming more popular in the country. The brand entered […]
Supreme in China: behind the iconic streetwear brand and the battle with counterfeiters
Supreme is a brand from New York, USA founded in 1994. The founder, James Jebbia, drew inspiration from both skateboarding and hip-hop cultures during the time when skateboarding culture started flourishing. American skate culture and hip-hop culture are both inspirations of modern Chinese streetwear. Naturally, this has led to massive success for Supreme in China. […]
Keys to nostalgia marketing in China: Qualitative research on what makes Chinese millennials and gen Z nostalgic
Nostalgia marketing aims to capture customers’ attention by appealing to cherished memories. Nostalgia marketing is done through returning to concepts from an earlier phase in target consumers’ lives like family, holidays, and school, through triggers like music, tastes and images, or through pairing with popular brands, products and icons from childhood and early adulthood. From […]
China Paradigm Transcript #110: How an entrepreneur modified his product to create a successful platform enabling Western brands to optimize e-commerce performance in China
Find here China Paradigm episode 110. Josh Gardner is an entrepreneur with a background in Academic anthropology, logistics, and e-commerce. Since 2014 he has been running Kung Fu Data in China, which helps international brands to optimize e-commerce performance in China. Although business is going well now, things didn’t start way and Josh not making any […]
The olive oil market in China driven by health-oriented consumers
While extra virgin olive oil (EVOO) may be a staple in many countries’ cuisine, especially in southern Europe, it only has a very marginal use in China. Usually associated with foreign brands and healthy cooking, EVOO is rarely used in Chinese kitchens where soybean and rapeseed oils are more prevalent. Healthier cooking habits drive Chinese […]
Florasis is conquering the Chinese beauty market with elegantly oriental products
The Florasis brand was founded on March 8, 2017 in Hangzhou, China. In Chinese language the brand name is pronounced Hua Xizi (花西子), which means “make up with flowers”. It refers to the use of floral ingredients in their cosmetics. Xizi is also the honorary name for one of the ancient Chinese beauties. This Chinese cosmetics brand hopes to […]
The sportswear market in China: Domestic brands on the rise but still dominated by Nike and Adidas
Benefiting from the growing health awareness among the middle class, the sportswear market in China is rising steadily. The retail value of the sportswear market in China reached CNY316.6 billion in 2019 with current value growth of 17%. While the big names Nike and Adidas have been dominating the market with over 40% market share, […]
Official guide to brand storytelling in China
Every brand has a story, and brands can narrate their story to engage with their audience. Through a narrative, an audience can become more sentimentally connected with a brand, which could in turn foster greater brand equity and loyalty. A strong brand storytelling in China goes beyond merely advertisement; brands that tell a story convey […]
MINISO is regarded as “the most powerful competitor” by MUJI and Watsons
MINISO is a Japanese-inspired Chinese retail brand founded by Guofu Ye and Miyake Jyunya. “A better life has nothing to do with the price” is the mission that drives MINISO to deliver well-made goods to value and quality-conscious consumers worldwide. MINISO’s revenue exceeded 170 billion RMB (2.4 billion USD) in 2019 and it has opened […]
Lesser known ride hailing platforms in the ride hailing market in China cause tight competition
The ride hailing market in China is increasingly competitive and price-driven. Although DiDi has long held the largest share, lesser known ride hailing platforms in China are emerging to challenge the company’s dominance. With Geely’s Caocao Chuxing (曹操出行), Tencent and Alibaba-backed T3 Chuxing (T3出行), JD.com-backed Dida Chuxing（嘀嗒出行）entering the local ride hailing market with lower prices, […]