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 […]

Genki Forest: a Chinese soft drink brand planning to tackle Coca-Cola

Genki Forest Rising soft drink brand in China

Genki Forest, founded in 2016, is a Chinese soft drink brand that specializes in sparkling water and instant tea. Because of the increased popularity of “low calorie” and less sugary food among Chinese people, Genki Forest’s relatively healthier products have successfully catered to a substantial target market. According to Xinhua News Agency, the monthly sales […]

Perfect Diary case study: How this Chinese makeup brand got to the top

Perfect Diary Private Traffic

The c-beauty brand Perfect Diary is one of the first Chinese cosmetics brands to go global. The rise of this Chinese cosmetics brand started on its home soil of China, using the strategies of KOL marketing, co-branding, and private traffic. This Perfect Diary case study dissects how the brand became so popular so fast. Since […]

Douyin marketing in China: enormous opportunities for all kinds of brands

Douyin TikTok marketing in China

In recent years, China’s biggest tech giants have entered the Chinese short video industry one by one. ByteDance, B Station, Tencent, Baidu, Ali, Sina, Meitu, NetEase and 360 series are competing for attention in the short video industry. Among them is one of the most popular video platforms, Douyin, owned by ByteDance, is the China […]

A guide to live streaming in China

live-stream marketing in China

While most of the western internet users still associated live streaming with gaming and entertainment, it has become a ubiquitous shopping channel among Chinese online shoppers. What makes live streaming in China unique, and should brands be investing more in this marketing method? Live streaming is a shopping mode where live streamers, often times KOLs, broadcast […]

What made Double 11 2020 break records: Sales stats and new trends

Double 11 2020 image from NiPic.com

November 11th, also known as “Guang Gun Jie”, was invented at first to celebrate singles’ day, as opposed to Valentine’s Day. In order to boost sales, Alibaba turned it in to a shopping festival in 2009, in which year it earned a total revenue of 50 million RMB. From then on, each year brought more […]

KOC marketing in China often gets more bang for the buck than KOL marketing

KOC marketing in China

KOC marketing in China is gaining popularity due to the rise of big data platforms and new demands from young consumers. Chinese KOCs (Key Opinion Consumers), are regular consumers who love to share their true product reviews on popular social media. Although most KOCs don’t have a large fan base, they are the key for […]

Chando: How this Chinese beauty brand continues to thrive in China’s rising beauty sector

Chando market strategy

Chando is a Chinese beauty brand founded in 2001 by the International Beauty Group Garan. Since then, it has been consistently considered as one of the top players in the domestic beauty market. During T-mall’s 2019 11/11 event, Chando was the top-performing domestic beauty brand with a 498 Million Yuan sales revenue. This is the fourth time Chando has […]