Eleme and Hanyi Fonts’ punny co-branded delivery bag
In December 2020, Ele.me and Hanyi fonts launched a clever and punny collaboration on delivery bags. Ele.me (饿了么) is one of the largest online food delivery platforms in China, and a successful example of the O2O model. Hanyi Fonts (汉仪字库), founded in 1993 in Beijing. Hanyi Fonts specializes in e-font design and development, as well as […]
The Chinese shapewear market seeks comfort and quality in domestic brands
The Chinese shapewear market is the largest in Asia. According to QYResearch, from the consumer side, China’s shapewear market accounted for 18% of global sales in 2018. China’s huge market demand and growth potential have attracted almost all international giants to carry out related businesses in China; at the same time, domestic shapewear companies represented […]
C-beauty gone global: Behind Perfect Diary’s western market entry strategy
If you are looking for a brand that best represents the craze of C-beauty consumption in 2020, Perfect Diary has no rivals. Founded in 2017, the Chinese makeup brand Perfect Diary gained widespread support on social media, with its unique brand positioning “high-end quality at a lower price point”. Its products mainly range from lipsticks, […]
XPENG: a Chinese EV maker’s “Internet DNA”
XPENG, or Xiaopeng Motors, is one of the hottest Chinese electric vehicle manufacturers, which gains its popularity from its technological innovations. After surges of Tesla and NIO stocks, two of the most discussed EV brands globally, XPENG’s stock’s exponential growth in November also caught investors and the general public’s attention. Compared to Tesla and NIO, XPENG […]
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 […]
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 […]
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 […]