WeChat is as a must-have channel for luxury brands looking to reach consumers in China. Yet new research suggests that many brands aren’t getting the engagement from the platform’s 900 million users they would hope for. While there are no doubt plenty of marketing success stories on the platform, digital intelligence firm L2 recently released an insight report on WeChat, revealing that most posts by luxury brands receive less than 20,000 views. Only four percent of fashion brand posts and three percent …

Taobao, the Alibaba-backed online retailer, has launched a customized version of its app for elderly users. While most companies are still figuring out how to capture the millennial market, Taobao, the Alibaba-backed online retailer, has its focus set on China’s growing population of senior citizens. Last week the company launched an “elderly-friendly” version of its app that the company hopes will capture the attention of aging Chinese. There are currently 222 million people aged over 60 in China and, by …

As carmakers expand their presence in China, now one of the world’s fastest-growing car markets, Chinese women have taken a liking to luxury cars, challenging the status quo of this traditionally male-dominated market. Maserati’s managing director of Greater China, Bo Yaming, said recently in an interview that Chinese women account for 40 percent of its buyers in the Chinese market, which is in stark contrast to the rest of the world, where women account for less than five percent of buyers. German …

Christmas is something of a shopping festival in China, just as it is elsewhere, and many luxury brands co-opt the tradition to promote their offerings. WeChat has been an essential marketing channel in the lead up to the holiday, with brands offering their followers creative digital experiences such as well-crafted stories, games, quizzes, and more. Which Christmas WeChat campaigns stood out and which failed to engage their audience? We picked out the three nicest and the three naughtiest of 2017. Burberry  British …

With over 200 live streaming apps available in China, it is difficult to choose which ones are the best. There are many factors that can be considered such as number of active users, user demographics, user engagement, types of live video content and more. Here I have chosen 5 of the most popular live streaming platforms that can show a cross-section of the types of live streaming apps found in China. These apps can be divided into three categories: …

China’s internet celebrities may be one step closer to international fame. BMG, the music division of European media giant Bertelsmann SE that’s worked with the Rolling Stones and Avril Lavigne, has begun a talent hunt on Momo Inc.’s live-streaming service, hoping to ferret out aspiring Chinese artists ready for the big time. The two companies unveiled a deal Monday to pick and groom about a dozen hopefuls a year from among the million or so amateurs who already gamely sing, dance and otherwise …

Mobile payments will soon overtake cash and credit cards as the preferred payment choice for Chinese travellers shopping abroad, according to a new survey. Mobile payments specialist Cancan and financial research authority Kapronasia have published a global study, 2017 Mobile Payment Survey: Chinese customers Abroad, covering the impact of Asian mobile payment solutions at point-of-sale worldwide. Over 1,000  Chinese consumers and more than 60 C-level decision-makers from global merchant companies were surveyed. Among the key findings, the study found that Mainland …

Chinese consumers are more interested in targeted and personalised ads than their Western counterparts, according to new research – and most think advertisers are doing a better job at reaching them than before. According to a global study by Kantar Media CIC, which included 1,067 Chinese adults, connected consumers in the world’s largest consumer market exhibit similar levels of interest to Western markets when it comes to branded content. Some 76% of Chinese were interested in brands which targeted them …

How the Chinese rich consumers Spend Differently There are currently 1 million Chinese people and 5 million Americans with at least 1 million USD in assets, or what the luxury, property and financial industries classify as “High Net Worth Individuals.” These HNWIs are a lucrative segment and one where brands are eager to increase their marketshare. The wealthy in these nations have benefited from the rise in the economic growth in their respective countries, but also from the cultures they …

Many luxury brands are looking for  the trend towards e-commerce with a degree of trepidation, but ultimately it seems anybody can resist succumbing to the allure of online retail. At the beginning of this year, LVMH set up a new e-commerce platform named 24 Sèvres to host all of its brands. Meanwhile, WeChat, China’s most popular messaging app, has become a testing ground for luxury e-commerce expansion, with Dior, Bulgari and Burberry among those early to adopt WeChat sales. As global fashion companies and consumers …