The science of IP collaboration in China: How to craft the perfect co-branding strategy
![](https://daxue.wpenginepowered.com/wp-content/uploads/2023/07/daxue-consulting_IP-collaboration-in-China-800x440.jpg)
IP collaboration is a co-branding method where two or more brands mesh their brand assets (whether it be logos, colors or mascots) to create a new product or service. In the recent years, IP collaboration in China has exploded in popularity among both domestic and international brands. Differences in IP collaboration in China and the […]
Luxury brands collaborate with Chinese artists and museums to connect with local consumers
![](https://daxue.wpenginepowered.com/wp-content/uploads/2023/01/Senza-titolo-1-800x430.png)
In the last few years, a significant number of luxury brands has collaborated with Chinese contemporary artists and museums. More and more luxury brands have realized that their partnerships with the art world can have a strong marketing power. Here we are going to discuss several reasons for luxury brands to collaborate with Chinese artists […]
“Duk Haan Yum Cha”: Chali and Chua Lam’s Dim Sum Rejuvenate the Tea Trend with Zao Cha Culture (早茶文化)
![Chali and Chua Lam's Dim Sum Rejuvenate the Tea Trend with Zao Cha Culture](https://daxue.wpenginepowered.com/wp-content/uploads/2021/09/daxue-consulting_Tea-Culture-in-China-800x400.png)
“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 […]
Pairing with Ctrip, Audi Presents an Exclusive Glamping Trip to ‘Mars’
![Ctrip and Audi project in China](https://daxue.wpenginepowered.com/wp-content/uploads/2021/09/daxue-consulting_Ctrip-and-Audi-project-800x400.png)
On September 5th, Audi officially announced a collaborative project with Ctrip: A Trip to ‘Mars’ on China’s ‘Golden Week Holiday’. During the trip, participants will take an Audi Q7 SUV deep into the Tsaidam Basin (Qinghai Province), a region known as “the most Martian place on Earth” for its topography. There, they will live in […]
Olympic marketing 2021: Chando challenges China’s beauty standards featuring female Olympic athletes
![Olympic marketing 2021](https://daxue.wpenginepowered.com/wp-content/uploads/2021/07/daxue-consulting_Olympic-marketing-2021-800x450.png)
On July 12th, when its 20th anniversary coincided with the Olympics Games, Chando, a Chinese beauty brand, released a short video promoting their new high-end Moisturizing Series cream and a surprise gift box made in collaboration with Tmall. (Read more about TMall Heybox). With the slogan “自然而燃 ” (Burn naturally), Chando plays on the idiom: […]
INSBAHA x Sanxingdui Museum campaign: Marketing “antique” products to Gen-Z
![INSBAHA x Sanxingdui Museum campaign](https://daxue.wpenginepowered.com/wp-content/uploads/2021/07/daxue-consulting_INSBAHA-x-Sanxingdui-Museum-campaign-800x400.png)
On July 12th the Chinese make up brand INSBAHA (原色波塔) released their new collaboration with the Sanxingdui Museum (三星堆博物馆) on all their Chinese social media accounts. INSBAHA is a make-up brand founded by a Chinese cosmetics company, Proya Cosmetics (珀莱雅), which targets ‘health nuts and trend lovers.’ The Sanxingdui Museum is located near Chengdu and […]
Xiaomi X Marie Claire collaboration: Xiaomi’s plan to attract more female users
![Xiaomi’s campaign targeting women](https://daxue.wpenginepowered.com/wp-content/uploads/2021/06/daxue-consulting_Xiaomi_Marie-Claire-collaboration-800x400.jpg)
On June 11th, Xiaomi’s campaign targeting women was first released on Weibo by Marie Claire 嘉人’s official account, and gained 25,000+ reposts and 50,000+ likes. In this campaign, Xiaomi and Marie Claire invited actresses, Wu Jinyan and Zhang Huiwen, and seven industry elites to answer questions under the themes “告别过往,生生不息 An Endless Life with a […]
NEIWAI X MANNER: Two Shanghai brands set the summer mood together
![](https://daxue.wpenginepowered.com/wp-content/uploads/2021/05/7e6d63f787e5bf2f85bb30be3835e6ab_daxue-consulting-NEIWAI-X-MANNER-814-363-c-800x357.png)
On April 18, two Shanghai brands NEIWAI (内外), the lingerie brand, together with MANNER, a coffee shop chain, announced the joint collaboration “NEIWAI x MANNER Special Tunning Series.” First, they launched a new series of matcha drinks. This series includes three products: Ice Matcha Latte (冰抹茶拿铁), Hot Matcha Latte (热抹茶拿铁) and Wizard of Oz (绿野仙踪) […]
Perrier x Murakami’s flowery designed sparkling water takes the world by storm
![perrier murakami campaign](https://daxue.wpenginepowered.com/wp-content/uploads/2021/04/daxue-consulting-perrier-murakami-campaign.png)
For the first time in history, Takashi Murakami has partnered with a French brand from the F&B industry – “Perrier” (巴黎水). Perrier is a carbonated soft drink with zero sugar and vitamin C (explore our articles about the soft drinks market in China and China’s beverage industry.) At the end of 2020, the Perrier brand […]
Daxue Talks 29: Key benefits of cross-border e-commerce in China
![cross border e-commerce China](https://daxue.wpenginepowered.com/wp-content/uploads/2019/12/cross-border-e-commerce-China-800x564.jpg)
In this episode of Daxue Talks, we bring back our guest Olivier Vérot, the founder of the Gentleman Marketing Agency (GMA). In this China business vlog, Olivier Vérot explains cross-border e-commerce processes and questions that could arise based on comprehensive examples. ACCESS THE TRANSCRIPT OF THIS EPISODE Question: What are the key differences between managing […]
Uniqlo x KAWS: The secret to success in Co-branding in China | Daxue Consulting
![co-branding-China](https://daxue.wpenginepowered.com/wp-content/uploads/2019/06/daxue-consulting-co-branding-China.png)
Co-branding in China The most recent fashion collaboration in the Chinese market between Uniqlo x KAWS (UT collection) officially released in China on June 3, 2019, leading the same series in Japan for 4 days. The UT stands for Uniqlo T-shirt, this series presents the pop culture such as movies, cartoons, and art. Uniqlo’s Tmall […]
An exemplary cross-industry collaboration example in China: What do lipstick and China’s most popular mobile game have in common? | Daxue Consulting
![mac and honor of kings](https://daxue.wpenginepowered.com/wp-content/uploads/2019/02/daxueconsulting_crossindustrycollaboration_maclipstick-800x450.jpg)
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 […]