Why China’s Idol Economy is at its Turning Point

idol economy in China

The year 2021 has been the turning point for China’s idol economy. After several years of booming growth, it fell into decline from July 2021 onwards. The “Operation Qinglang” (清朗运动, the operation to cleanse the entertainment industry) launched by the Cyberspace Administration of China in August dealt a huge blow to the idol economy. With […]

What to expect from Double 11 2021? Pre-sales, new records and top brands

Double 11 2021

The Double Eleven Shopping Festival, also known as Single’s Day refers to the online promotion day on November 11 (11/11). 2021 is the 12th Double Eleven shopping festival in history. On this day, many online merchants conduct large-scale promotional activities on online platforms like Tmall, Jingdong and Taobao. As sales start at midnight, according to data from iiMedia Research, in […]

Cultural Opinion Leaders (COLs): The future of China’s KOL economy

COLs

As Li Jiaqi and Viya win the titles “king” and “queen” of this year’s Singles’ Day and fashion brands keep on collaborating with the same handful of Key Opinion Leaders (KOLs), China’s KOL economy is in flux. Gen-Z consumers looking for more authentic and deeper tastemakers are the main driver of change. KOLs’ standardized format […]

Financial influencers in China: targeting Gen Z with stocks and digital currency advice

Financial influencers in China

During the pandemic, millions of future financial analysts have been fully immersed in the world of investment. Recently a new generation of investors has been emerging on social media. The proliferation of commission-free online trading has sparked a demand for inexpensive financial advice that can be obtained from the most easily accessible place, namely the […]

Chinese netizens reflections on the Tokyo 2020 Olympics: National pride is alive and well

Chinese netizens reactions to the 2020 Toyko Olympics

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 […]

Metahumans in China: The next frontier of KOL marketing

Metahumans in China

The term “Metahuman” first appeared in the DC comics universe and used to refer to “human beings with superpowers”. Now, the term is used to describe super-realistic digital humans, the most realistic form of virtual influencers. With the development of technology, the 3D sphere included digital simulation which is very close to a real person. In […]

FILA asks Chinese who are today’s idols

FILA in China

On June 28th, FILA’s new campaign 《对话》 (Conversation) and its Weibo hashtag #一个时代的偶像# (#The Idols of Our Time) was released and soon became a hot topic. By 5th July, this topic was read 460+ million times and discussed 456,000+ times (including 155,000+ posts with the hashtag). With this ad, the brand celebrated its 110th-anniversary using […]