How Pinduoduo helps brands reach China’s low-tier city consumers

Pinduoduo C2M platform reaches low-tier consumers in China

Pinduoduo (PDD) was founded in 2015. After only 4 years, it became fourth largest internet company and the largest social e-commerce platform in China. Zheng Huang (Colin Huang), the founder of Pinduoduo, described it as a mixture of Costco and Disneyland, a combination of value-for-money and entertainment, in his 2018 letter to shareholders. Pinduoduo is […]

WeChat mini-programs 2020: What your brand should know about this daily-life essential

WeChat Mini-programs 2020 report by daxue consulting

WeChat mini-programs (MPs) are “sub-applications” within the WeChat ecosystem. They enable to provide advanced features to users such as e-commerce, task management, and coupons. More and more people use WeChat MPs in their everyday life. Whether it is to pay bills, play games, order a taxi or book a doctor’s appointment, there’s a mini-program for […]

Comparing foreign vs. domestic brand approaches to cosmetics marketing in China

cosmetics marketing in China foreign vs domestic brands

Foreign cosmetics brands have historically taken a larger market share in China; in 2018 they took 70% of the cosmetics market. However in 2020, Chinese domestic cosmetic brands are giving foreign brands a run for their money. In fact, when it comes to amount of attention received from cosmetics fans, seven of the ten top […]

Nudge marketing in China is omnipresent yet rarely discussed

Nudge marketing in China

To nudge is to “touch or push (something) gently or gradually” or “coax or gently encourage (someone) to do something.” This small action seems insignificant among the large and obvious marketing initiatives, like co-branding, KOL marketing, and live-streaming, which are commonly employed in the competitive Chinese market. However, nudge marketing in China plays a vital […]

Marie Dalgar: a Chinese cosmetic brand gaining international momentum

Marie Dalgar: Chinese cosmetics brand

Masa Cui (崔晓红),  an engineer for a lighting factory in Foshan, Guangdong Province, grew tired of her boring working environment. So, she brought color to her work life by founding her makeup brand Marie Dalgar, which is now rising quickly to be one of the top domestic Chinese cosmetics brands. History of Marie Dalgar In […]

Prepare for the burst of C2M (consumer to manufacturer) in China: Pinduoduo,, Biyao

C2M Marketing in China

What is the consumer-to-manufacturer  (C2M) model? The founder of the Chinese e-commerce site Biyao, Bi Sheng was first to propose the C2M model in China. The C2M model is when consumers connect directly to manufacturers to purchase a product. In the C2M model, consumers place orders directly through the platform, and the factory receives consumers’ personalized […]

The complete guide to Clothes Distribution in China

clothes distribution in China

Clothes distribution in China is shifting from offline to online. Online platforms are increasingly sophisticated, and brands must evaluate which platforms have the highest return on investment. Luxury, fast fashion, foreign and domestic brands all have unique needs which can be met by different distribution channels. Despite consumers turning more to online channels, offline channels […]

The rise of the Stay-at-home Economy in China | How COVID-19 boosted indoor consumption

The stay-at-home economy in China

The Stay-at-home Economy in China is a series of consumption and commercial activities carried out by people at home, such as online shopping, entertainment, work, education and fitness. Stay-at-home Economy includes almost all aspects of daily life: online shopping, online entertainment, social media, delivery services, online education, online fitness training, telemedicine, and remote work. Consumer […]