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 […]
How Olympic games contributed to the popularity of skateboarding in China
Skateboarding is a culture, a way of life, and of course a big industry. The sport has been in China for more than 20 years. Over the last few years, street cultures such as rap, hip hop dance and skateboarding have flourished in China, and fashion brands such as Nike, Vans and Palace have become […]
Survey on fitness beliefs and exercise habits in China
The scale of the Chinese sports and fitness industry is exploding. According to data compiled by the Chinese General Administration of Sports, from 2016 to 2025, the number of athletically engaged people in China will grow by 39%, from 360 million to 500 million. Not only will there be more athletes and fitness fans, but […]
Happily unmarried: A peek into singles economy in China
As the population ages and the national birthrate keeps on declining, China undergoes another deep transformation which will leave a mark on the country’s social and economic structure. According to China’s Ministry of Civil Affairs, from 2014 on, the amount of marriages gradually dropped over the years: in 2019, about 9.3 million couples tied the […]
Young workers are calling quits on China’s workplace drinking culture
In early August 2021, Chinese e-commerce giant Alibaba was embroiled in a sexual assault scandal involving one of its female employees, Wang, and her manager, Zhang. Following the incident being made public, it sparked criticism within the Chinese online community and state media. Alibaba has since fired Zhang, who is now under arrest on suspicion […]
Chinese netizens reflections on the Tokyo 2020 Olympics: National pride is alive and well
Whether China won 38 or 42 gold medals, the Tokyo 2020 Olympics caused a rise of netizens commentary on Chinese social media. Through social media listening we gained a deeper understanding China’s national pride, but also openness and appreciation of other cultures. Here are the main takeaways from social listening regarding Chinese netizens reflections on […]
Ruffley, slimming and modest, what social listening taught us about Chinese women’s swimwear preferences
As part of China’s State Council national strategic policy, the target was set for the gross output of the sport industry to generate approximately USD 815 billion per annum by 2025. Coupled with swimming as a new status symbol in China, the question of Chinese women’s swimwear preferences is important for swimwear brands who understand […]