The market strategy of Prada in China: digitalization and localization
Prada is an Italian luxury brand founded by Mario Prada in Milan, Italy in 1913. The company entered the Chinese luxury fashion market in 2011 with a fashion show called “Prada RTW Spring 2011” to build its influence in the country. In the second half of 2020 and the beginning of 2021, Prada became one […]
The rapid growth of China’s IP industry has driven the expansion of IP trading platforms led by Alifish
Intellectual Property (IP) refers to creations of the mind such as designs and symbols that are protected in law. Creators who own IP can obtain recognition or financial benefit accordingly. In the current context, IP can also be extended to film and literature, games and animation that are suitable for multi-dimensional development. With the upgrading […]
“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 […]
China’s gig economy accounts for a quarter of its labor market: 3 gigs you probably never heard of
With 986 million mobile internet users and 853 million mobile payment users in 2021, China’s internet sector has created a breeding ground for the gig economy. It is estimated that there are about 200 million gig workers across the country, accounting for almost one fourth of China’s entire labor force. However, China’s thriving gig economy […]
How brands are biting into Chinese mooncake culture
Every mid-autumn festival Chinese people celebrate by spending time with their loved ones while exchanging and eating mooncakes, densely baked pastries that come with a wide variety of fillings. The festival is deeply rooted in ancient tradition and there are several legends about its origin, but the most convincing explanation is that it is closely […]
Chinese camping market: More expensive than hotels? No problem
Recreational camping is not a new concept to Chinese consumers, but about a decade ago it was more of a niche sport reserved for the hardcore outdoor enthusiasts, aka the “donkey friends” or “luyou” (驴友) in Chinese. But nowadays, the Chinese outdoor and camping market is both large and growing as it penetrates a wider […]
Chinese camping market: More expensive than hotels? No problem
Five steps to future-proofing for luxury brands in China
China’s luxury market accounted for 20% of the global luxury market in 2020 and it is expected to become the largest luxury market by 2025, thereby surpassing the regional share of the Americas and Europe. According to the report jointly released by Ruder Finn & Consumer Search Group, consumer confidence has been restored as 41% […]
Climbing in China: Can this extreme sport penetrate the safety-sensitive Chinese consumer base?
In 2016, the Olympic committee decided to include climbing in the 2020 Olympic Games program. This sport debuted in the Tokyo Olympics, where Chinese sportsman Pan Yufei finished 14th in the qualifying round. Following climbing become an official event of the Tokyo and Paris Olympic Games, the interest towards this sport from the Chinese government […]
Top 10 corporate charitable acts in China
There is no doubt that demand for charitable acts in China is huge. Officials from the Ministry of Civil Affairs stated that there are 70 million people in poverty in the rural areas of China, as well as 160 million “empty-nest” elderly and left-behind children who need help. Additionally, China frequently faces devastating natural disasters such as […]
Erke’s 尔克 marketing strategy in China: integrating CSR and domestic sport initiatives
Erke 尔克 is a Chinese sportswear brand, founded in June 2000 with a headquarter in Xiamen. Erke products include sports shoes, sportswear and various sports-related products: bags, caps, sports equipment, sports protective gear. Most of Erke’s stores are located in second- and third-tier Chinese cities, targeting students and athletes. The Chinese sportswear brand has recently […]
“土” is in: How a beverage brand makes corny rural-style advertising cool again
Starting with a viral popularity of its corny theme song, MXBC (Mi Xue Bing Cheng 蜜雪冰城), a beverage brand known for its cheap drinks, became a phenomenal hit among Chinese Gen Z in 2021. MXBC infused a brainwashing jingle and catchy lyrics into their theme song, triggering a wave of parodies and short videos on […]