3 ways to leverage WeChat mini program in post-Covid China

Shilin Song WeChat guides & tips

WeChat has been losing momentum against Douyin and Red, but it doesn’t mean the platform is dead to marketers. Apart from operating a WeChat Official Account and selling on WeChat Stores, what else can brands do? Read on to discover several ways to leverage WeChat in the post-Covid China. In this article, we will cover a few tips: WeChat remains …

Are Ralph Lauren and Fendi Buying Fake WeChat Views?

Shilin Song WeChat guides & tips

WeChat has been losing momentum as a content platform for years. As brands suffer traffic loss, mainly on WeChat Official Accounts, many are forced to buy fake views and comments to keep the engagement. Is WeChat dead? How to smartly leverage WeChat for your China marketing in 2023? In this article, we will take a few brands as examples to …

Tmall and JD went silent on Double 11 Sales: consumption trends are changing

Shilin Song China Market Analysis

The 14th Double 11 (also known as “Single’s Day”) concluded on November 11th at 24:00. It’s the first year eCommerce giants like Tmall and JD didn’t release total GMV (Gross Merchandising Value) data and growth rate. They have gone ambiguous about the figures, as the campaign took place against a weakened economy growth (3.9% YoY GDP growth in Q3), Covid …

4 Tips to Optimize your Red (Xiaohongshu) Content Marketing

Shilin Song Red/Xiaohongshu Marketing

Red (Xiaohongshu) has become a must-do for domestic and international brands operating in China. However, treating your Red content the same way as Weibo content will not work. So how to plan your Red (Xiaohongshu) content marketing strategy to generate real engagement and followings instead of just talking to yourself? This article will give four practical tips to optimize your …

Chinese Consumer Confidence & Consumption Drops: How should brand react?

Shilin Song China Market Analysis

COVID around China became a problem over many months this year, disrupting the supply and depressing consumer confidence. Businesses have now resumed in most cities but are still under the ever-present threat of lockdowns following the “dynamic zero covid policy”. As Chinese consumer confidence continues to drop, how should international brands react in a tough time like this? Chinese Consumer …

A Look Into 500 Top-Sellers on Douyin eCommerce

Shilin Song Douyin

Douyin, the Chinese version of Tiktok, has become the 2nd biggest social media platform with 680 million Daily Active Users (DAU). We used to consider it as a platform to buy cheap products, but the game is changing. In 2021, Douyin generated 800 billion CNY (~$112 billion) of GMV. Over the years, international luxury houses like Louis Vuitton, GUCCI, Dior, …

A Look Into 163 Million New Middle-Class in China

Shilin Song China Market Analysis

As of July 2022, the number of “new middle-class” in China has reached 163 million, according to a new report published by QuestMobile. The number is still a fraction of China’s 1.4 billion total population, but the new middle-class is growing at a year-on-year rate of 15.6%, even with the impact of Covid and lockdowns. In contrast, the middle class …

Sportswear market in China: growth rate and booming trends

Shilin Song China Market Analysis

China has been a crucial market for international sportswear brands. In terms of size, the US remains the largest sportswear market, with an estimated market size of $45 billion, but the industry’s growth rate is only 2.5%. In contrast, China’s sportswear market is the 2nd biggest market globally which exceeded 310 billion CNY (~43 billion USD), but the growth rate …

10 Fashion Trends in China: Where is the opportunity?

Shilin Song China Digital News

In the past year, all aspects of society have changed greatly: new cultures, aesthetic styles, and living standards are emerging. Nowadays, Chinese consumers pay more attention to the meaning and self-realization through each purchase. Gen-Zs yearn to express a unique attitude through what they wear. Douyin (the Chinese Tiktok) eCommerce analyzed platform data and published the Top 10 lifestyle trends …

WeChat Channels: is it worth your attention?

Shilin Song New WeChat features, WeChat guides & tips

WeChat Channels (微信视频号, which means “Video Account”) is WeChat’s public short-video feature, benchmarking Douyin and Kuaishou. Only one year after launch, it reached 500 million Daily Active Users in 2021. So, what does it mean for your brand? Is it worth trying? In this article, we will explain: What is WeChat Channels (Video Account) and what’s the difference with WeChat …