Luxun meets Xiaohongshu in viral TVC, “The Diary of a Hipster”
On December 24th, 2021, Xiaohongshu (小红书, Chinese equivalent of Instagram); released a fashion TV Commercial (TVC) – “Chao’s Diary” (潮人日记, which can also be translated to “The Diary of a Hipster”), with cinematic retro shots that referenced Lu Xun (鲁迅), who is considered China’s greatest modern writer of the 20thcentury. The commercial tells a story […]
Cider’s marketing strategy: what you should know about the most promising Shein wannabe
Shein, one of the most valuable startups and the fastest-growing e-commerce company in the world, has paved the way to a new way of conceiving fast fashion that has been labeled as “real-time fashion,” thus causing the mushrooming of low-cost cross-border e-commerce platforms attempting to emulate the great success of the Nanjing-based company. So far, […]
Everything you didn’t know about China’s down jacket market
In 2019, China’s down jacket market was nearly 121 billion RMB in revenue. According to CNBData’s 2019 Insight on Online Down Jacket Consumers Report, carried out in collaboration with TMall, 70% of online shoppers who opted for purchasing a puffer jacket that year were female, and most of them lived in Tier-1 and Tier-2 cities. […]
Maia Active: An Asian women-oriented active-wear brand
Maia Active was founded in 2016 by Lisa Ou and Mia Wang and is a Chinese designer sportswear brand for Asian women. Through the development of technical sports fabrics and the use of fashionable elements and colors, the Chinese fitness apparel brand designs active-wear that fits Asian bodies and is regarded as a fashionable brand. […]
5 men’s fashion trends in China
Chinese male consumers are increasingly keen to spend money on clothes. Between 2009 and 2019, the men’s fashion market in China grew steadily, reaching 594.9 billion RMB in 2019, recording a year-on-year increase of 4.07%. Moreover, male consumers spend on average more than 1,500 RMB on clothing. According to Euromonitor, Chinese male consumers’ top three […]
An interview with an authority on sustainability in fashion in China: China Paradigm transcript #114 with Hong Zheng
Hong Zheng is the founder of Adventi Communication and GREENEXT. Founded in 2004, Adventi Communication has been engaged in communications for luxury fashion brands, helping international labels develop marketing strategies in China. Since 2004 they have worked on 15 International Exhibitions, worked with over 70 international brands in the luxury sector, and led more than […]
Rising Chinese fashion brands’ secrets to success report
Gen-Z is the main consumer group in the China’s fashion market. They prefer both online and offline consumption and are willing to invest in themselves and splurge on experiences. They focus on quality, identity, and express their values through consumption. This generation is shaping fashion paradigm with more diverse styles. Download our Chinese fashion brands […]
Riding the Guochao: How Chinese nationalism influences consumption and how foreign brands can navigate cultural confidence
Chinese nationalism has always been an important aspect of China’s cultural identity, but in recent years it has had a greater impact on consumption trends. In the past, foreign brands had dominated a lot of consumer markets and have had a leg-up on presumed quality. Now the tides are turning, and we see domestic brands […]
Streetwear in China: hip-hop influence and form of expression for the Chinese youth
Streetwear in China has colorfully and poetically blossomed among gen Z with the help of hip-hop culture, national pride and a need for individual expression. US skate culture plays an important role in this movement, making streetwear and skatewear more mainstream in China. Social media keeps Chinese youth in tune to emerging trends and cultures. […]
Daxue Talks transcript #89: Online strategies for fashion brands in China
Online strategies for fashion brands in China Click here to listen to episode 89 where Olivier Vérot from Gentleman Marketing Agency (GMA) talked about online presence and strategies used by fashion brands in China. He explains the role of branded websites, describes the different SEO strategies, and shares information on how to open a Tmall […]