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Perfect Diary: a once-thriving cosmetics brand’s decline and lessons learned

Perfect Diary, a cosmetic brand originating from China, achieved early success in its global expansion efforts. The brand’s initial popularity in China was fueled by effective marketing strategies, including KOL (Key Opinion Leader) marketing, co-branding, and private traffic pools. However, despite its standing as a leading makeup brand in China, Perfect Diary’s success has waned […]

The secrets to the 5 trillion CNY Chinese Gen Z market: Douyin and Guochao

China’s Gen Z consumers are still largely dependent on parents, yet they are some of the highest spenders in the country. At the same time, brands often underestimate the consumption ability of Chinese Generation Z because of their young age. According to the Chinese National Bureau of Statistics, the population size of Zoomers has reached 233 […]

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 […]

Yakult in China: How the Japanese lactic acid drink became a Chinese household staple

Yakult in China

Yakult is often mistaken for a Chinese brand, but it is actually a Japanese brand with a history dating back to 1935. After 85 years of development, it has become a world-famous manufacturer of lactic acid bacteria beverages. The brand exports its products to more than 40 countries and regions around the world. According to the official […]

Cider’s marketing strategy: what you should know about the most promising Shein wannabe

Cider’s marketing strategy

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, […]

Erke’s 尔克 marketing strategy in China: integrating CSR and domestic sport initiatives

Erke’s marketing strategy in China

Erke 尔克 is a Chinese sportswear brand, founded in June 2000 with a headquarter in Xiamen. Erke products include sports shoes, sportswear and various sports-related products: bags, caps, sports equipment, sports protective gear. Most of Erke’s stores are located in second- and third-tier Chinese cities, targeting students and athletes.  The Chinese sportswear brand has recently […]

Chinese Digital Marketing Ecosystem in 2021

China's digital marketing ecosystem in 2021

This article on Chinese digital marketing ecosystem in 2021 was published in the 2021 spring edition of the German Chamber Ticker, download the Ticker Magazine here! The events of 2020 did not change the trajectory of Chinese e-commerce, but rather accelerated the country’s consumption to a digital future that was, sooner or later, inevitable. As we […]

How China celebrates International Women’s Day

How Chinese celebrate International Women's Day

In 1908, more than 15,000 women marched in NYC demanding more appropriate working hours, better pay and voting rights. Three years later in 1911, Clara Zetkin, the leader of the Women’s Office for the Social Democratic Party in Germany, suggested that there should be a celebration of women every year in every country. International Women’s […]

Ingredient-based skin care market in China reaching Chinese “Skintellectuals”

ingredient-based premium skincare marketing in China

A new term on the Chinese internet is 成分党, pronounced “cheng fen dang”, which points to the tribe of skincare consumers in China known as “Skintellectuals”. This consumer tribe are ingredients-oriented and thoroughly research skincare products before purchasing. The ingredient-based skincare market in China precisely targets this knowledgeable consumer group. Like makeup, skincare, selfies, topics […]

The 10 most epic China marketing campaigns of 2020

most epic China marketing campaigns of 2020

2020 was an all-around difficult year. But during the turmoil of a global pandemic and a global economic crisis, there were brands who still insisted in spreading the messages of hope and empowerment. There were also brands that uplifted us with their creativity and adaptability, and provided new products that resonated with Chinese culture on […]