FILA asks Chinese who are today’s idols
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 […]
China Paradigm Transcript #109: Social media management platform helping international brands in the Chinese SaaS industry
Find here China Paradigm episode 109. Today we talk to Alex Li and Alex Duncan, co-founders of KAWO about the Chinese SaaS industry. KAWO is a leading social media management platform for international brands and agencies in China, providing them with data insights and finding social media solutions for their clients to help them grow in […]
Bayer in China: How the Pharma giant gained the strong approval of Chinese consumers
Overview of Bayer and Bayer China Bayer AG is a global enterprise with core competencies in the life science fields of health care and agriculture. Bayer, headquartered in Leverkusen, Germany, is one of the most famous companies among the world’s top 500 enterprises. In 2019, the total number of Bayer’s employees was 103,824 and the […]
Burberry in China: Sales increasing faster than any other region
Burberry Group Plc is a British luxury fashion house that distributes clothing, fashion accessories and licensing fragrances. Its distinctive tartan pattern has become one of its most widely copied trademarks in China. Burberry is most famous for its iconic trench coat, which was invented by founder Thomas Burberry. The company has flagship stores and franchises around the world, […]
Daxue talks 64: Brands’ adaptive behavior and rising KOLs on Bilibili beyond COVID-19
Bilibili beyond COVID-19 Our guest Miro Li, founder of CHINable Academy and Double V Consulting discusses how brands can leverage the video-sharing website Bilibili as well as the rise of certain KOLs during the COVID-19 outbreak. Jump to the questions: 0:38: What kind of KOLs gained popularity during the coronavirus outbreak? 2:41: How have brands’ […]
Daxue Talks 62: Brands’ behavior on Xiaohongshu during the Coronavirus
In this episode of Daxue Talks, Miro Li, an expert in marketing foreign brands on niche Chinese platforms, continues to share how brands are changing their behavior on the Chinese lifestyle sharing platform Xiaohongshu (Red) in the face of the COVID-19 outbreak. Jump to the questions: 0:38: Can you provide interest cases of how brands […]
Increase Brand Awareness with Brand Independence | Business event in Shanghai
🗓️ Date: January 9th, 2019 from 9:30 am to 6:30 pm (including breakfast and lunch) 📍 Location: Jiaotong University 🎓 Within one day, learn how to: ✅ Gain independence from marketplaces like Tmall, JD, and others; ✅ Define a Unique Positioning for your brand website; ✅ Develop your private traffic and your community. 💰 Price: […]
Huawei issue: What are the reactions of Chinese netizens to the sanction to Huawei from the U.S.?
The president of the United States, Donald Trump, announced the US would blacklist Huawei by putting it on the “Entity List” and “Export Blacklist” issued by U.S. Department of Commerce, which forced several U.S. companies, including Google and Qualcomm, to suspend the business cooperation with Huawei. This announcement is similar to what Trump did last […]
Podcast transcript #14: how to develop agile branding strategies in China
Find here the full transcript of China paradigm episode 14. Learn more about Qin Guo’s story in China and find all the details and additional links below. BECOME AN EXPERT OF BRANDING IN CHINA BY LISTENING TO THIS PODCAST Matthieu David: Hello, everyone. Thanks for listening to this new episode of our China business podcast, […]
An exemplary cross-industry collaboration example in China: What do lipstick and China’s most popular mobile game have in common? | Daxue Consulting
M.A.C successfully collaborated with China’s biggest mobile game to boost brand awareness Cross-industry collaboration in China. Last month, the Canadian cosmetics brand M.A.C and the most popular Chinese mobile game Honor of Kings released five co-branded lipsticks, featuring the lip colors of 5 well-known game characters. This cross-industry collaboration has become a huge success and […]
[Podcast] China paradigm #14: How to run a creative brand consulting company in China
Mattieu David, founder of China Paradigm, interviews Qin Guo, managing partner of the branding agency BSUR. Guo took a different entrepreneurial path, rather than starting her own company, she brought an international company to China. In this China podcast, Guo tells her story of establishing the Shanghai office of the branding company BSUR. She organized […]
Sighting the future: The market for myopia treatment in China
Where lie the challenges facing the market for myopia treatment in China? As of 2016, the market for myopia treatment in Chinawas already worth $2.7 billion. The market is set to continue growing at 14.8 percent a year, reaching $5.3 billion by 2021, according to a market research institution. Amid the optimism, however, players in […]