Today's episode features Chloé Reuter, founding partner of Gusto Luxe, to share findings from its new report on the state of China’s luxury market along with some of her personal observations about Shanghai’s luxury community.Some of the ideas discussed include:“Revenge spending” — a concept born from pent-up demand for luxury products during the pandemic. How are luxury consumers spending their money?An increasingly popular idea in China that health is the new wealth.Why COVID-19 has made sustainability a greater concern among high-net-worth individuals.The hottest domestic travel destinations for luxury consumers.Christian Dior’s take on the ecommerce livestreaming trend. Guest: Chloé ReuterLinkedIn | Email: chloe.reuter@gusto-luxe.com Host: Lauren HallananWebsite | LinkedIn | WeChat: H1212118514­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update.

China Influencer Marketing Podcast

The state of China’s luxury market, with Chloé Reuter

Pinduoduo is one of China’s largest ecommerce platforms and an industry leader that helped popularize the concept of social commerce in China. Yet while it initially became famous for its wildly popular group-buying feature, Pinduoduo has since evolved into much more than just a group-buying platform.  In this episode, Ada Yang, head of social community at Pinduoduo, gives us an overview of the platform, and then shares several of its features and initiatives you may not have heard of, such as:A virtual farming game, where users can earn real fruit sent to their home for free.Pinduoduo’s livestreaming service and how the company is iterating on its newfound popularity during the pandemic.A “New Brand Initiative” that leverages user data to help factories that have been hit hard by COVID-19 and the negative geopolitical situation to create entirely new brands aimed at the domestic market, guiding them through product development, branding, and marketing.Guest: Ada YangLinkedIn | Twitter | Medium | The China Ecommerce PodcastHost: Lauren HallananWebsite | LinkedIn | WeChat: H1212118514Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!

Understanding Pinduoduo’s evolution, with Ada Yang

In this episode, Demi Ping, sector head for retail and ecommerce at the China-Britain Business Council (CBBC), shares how it helps British brands of all sizes and industries succeed in China and some of the key marketing tactics that CBBC has been leveraging this year to help brands stay afloat through COVID-19.While Demi and CBBC obviously focus on British brands, her insights are highly relevant for any foreign brands looking to tap into the market in China.  Guest: Demi PingLinkedIn | Email: demi.ping@cbbc.org.cnHost: Lauren HallananWebsite | LinkedIn | YouTube | WeChat: H1212118514­To learn more about marketing in China, sign up for Lauren’s newsletter.

Marketing British brands to China, with Demi Ping of the China-Britain Business Council

Welcome back to the second episode of The Pulse, where Lauren shares a collection of noteworthy China marketing campaigns and content trends.Topics covered in this episode include:A trending domestic travel destination in Ningxia nicknamed “China’s Route 66” and “China’s Morocco.”The massive growing demand for edible bird nests and the two brands that ranked first and second in Taobao’s pharmaceuticals category during this year’s 618 shopping festival.Lauren’s tips for how brands can leverage the popular reality show Sisters Who Make Waves.Some examples of brands besides Perfect Dairy that are using private traffic.For video versions of the podcast, check out Lauren’s YouTube channel or visit her website if you’d like more information.Host: Lauren HallananWebsite | LinkedIn | WeChat: H1212118514Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. ­To learn more about marketing in China, sign up for Lauren’s newsletter: China Marketing Insights. 

The China Marketing Pulse: July edition

Although Chinese consumers are known for their love of online shopping, offline events remain an important part of brands’ marketing mix, allowing consumers to immerse themselves in the brand and experience it with all of their senses. What’s more, attending the latest pop-ups and exhibitions is a major form of social proof for China’s young consumers.Despite the importance of offline events, they are not something that the podcast has discussed in depth. Today's guest is Ryan Whelan, the founder of event marketing agency Pennyfields, to share his top tips for executing offline events in China.The episode covers a wide range of topics, including:CostsProduction qualityTimelinesRestrictions and regulationsCommon issues when dealing with VIP guestsWorking with Chinese press, WeMedia, and KOLs And more!Guest: Ryan WhelanWebsite | LinkedInHost: Lauren HallananWebsite | LinkedIn | WeChat: H1212118514Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update.

Top tips for executing offline events in China

Private traffic (sīyù liúliàng 私域流量) was one of the biggest China marketing trends of 2019. It has become even more popular in 2020 as an increasing number of brands and livestreamers have begun implementing this tactic.While the term is thrown around a lot, many listeners may still not have heard of it. Tune in for answers to the following questions, and more:• What exactly is private traffic? • Isn't it just private WeChat groups?• Why has this tactic become so popular?• Is it a tactic my brand should be using?• How does private traffic actually work and is it scalable?• How can we track the ROI? • Are there any case studies for my industry?If you or your brand are facing questions such as these, you're in luck! Today’s episode is the audio from a Private Traffic 101 webinar that Lauren co-hosted with recent podcast guest Doris Ke.You should be able to understand the content without visuals, but if you’d like to check out the presentations, you can watch the webinar replay here.Host: Lauren HallananWebsite: | LinkedIn | WeChat: H1212118514Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update.

Private traffic 101: Breaking down China’s hottest marketing trend

In this episode, Michael Norris, research and strategy manager at AgencyChina, joins Lauren to discuss the growing intersection of luxury and gaming. Their topics include collaborations with virtual influencers, luxury brands creating their own games or gamifying the shopping experience, and brands creating product lines influenced by characters from popular online games. This trend is not only in China — it is a global phenomenon — so Michael and Lauren also discuss the origins of the trend, how it manifests itself in the West as compared with in China, and how it might develop in the future. To help illustrate the trend, they have shared several case studies, which we have provided links to below. Lauren’s new article:The greatest threat to global cosmetics’ China success: An interview with D2C unicorn Perfect Diary Resources:Global phenomenonLV: Lightning - a virtual heroineEven better than the real thing? Meet the virtual influencers taking over your feedsYou can try on the latest Adidas sneaker drop on SnapchatFrom Animal Crossing to esports: How fashion met gamingAnimal Crossing China angleDissecting the 10 best luxury WeChat campaignsLuxury brands Hermès, Guerlain and Dior use mobile games to attract Chinese millennialsBeauty games: M.A.C. lipstick collaboration with Tencent mobile game sells out in 24 hours (not specifically luxury, but relevant)Why luxury brands are betting on BilibiliAlibaba uses lockdown to promote its virtual avatar gameCan virtual influencers and avatars change the face of Chinese ecommerce?What could be the next trend for livestreaming? Guest: Michael NorrisLinkedIn | TwitterHost: Lauren HallananWebsite | LinkedIn | WeChat: H1212118514Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update.

Is the future of luxury in gaming?

On June 8, Yatsen E-commerce, the parent company of Chinese cosmetics unicorn Perfect Diary, held a press event in Guangzhou to launch its newest brand, Abby’s Choice (完子心选wánzǐ xīnxuǎn) — and the China Marketing Podcast attended! In today’s episode, hear Lauren's assistant, Kejie, share what she learned at the event and her experience visiting the new Abby’s Choice offline store.Perfect Diary has become a leader in China’s cosmetics industry in only three years and its innovative marketing strategies are often used as case studies. It will be interesting to see if Abby’s Choice can replicate Perfect Diary’s success.In addition, while Kejie was in Guangzhou, she visited the offline stores of two other Chinese brands, tea company Nayuki Tea (奈雪的茶 nàixuě de chá) and multi-brand beauty retailer The Colorist (调色师 tiáosè shī). She also shares in this episode her impressions of the stores and her key takeaways about the brands.Kejie is currently working on several videos of her visits to the stores, so if you’re interested in checking those out, subscribe to Lauren’s YouTube channel.Mentioned in the episode:Perfect Diary’s virtual influencer gets her own mini program store, product lineThe Colorist – images of the storeNayuki recent 520 art cup collectionUpcoming Event: Private Traffic 101: Breaking Down China’s Hottest Marketing TrendPrivate traffic was one of the biggest China marketing terms of 2019, and it has only become hotter in 2020 as an increasing number of brands have begun implementing this tactic.But what exactly is private traffic, and is it a tactic you should be using?Sign up here to join Lauren for a live webinar on June 23. Host: Lauren HallananWebsite: | LinkedIn | WeChat: H1212118514To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.Like the podcasts at SupChina? Help us out by taking this brief survey.

Perfect Diary parent company Yatsen launches new brand Abby’s Choice

This week, Lauren is introducing a new monthly series called The Pulse, where she will share her recent observations on the China marketing industry. Content will include the analysis of new social media platform features and trending topics, as well as the identification of WeChat Official Accounts or influencers that Lauren thinks are worth following, interesting online campaigns, and up-and-coming brands.Topics covered in this episode:Xiǎohóngshū 小红书 product sample giveaway functionEcommerce livestreaming features you may not know aboutPerfect Diary virtual pet loyalty point gameChinese beauty brand Little Ondine (小奥汀 xiǎo aòtīng)Xiaohongshu vlogs encouraging users to visit museums and offline exhibitionsPopular search terms on XiaohongshuTáobàngdān 淘榜单, a useful WeChat Official AccountSome things to consider before working with a livestreaming KOL If you would like more details and visuals on the topics Lauren discusses in the episode, check out her YouTube page or follow her on LinkedIn to see related videos.Host: Lauren HallananWebsite | LinkedIn | WeChat: H1212118514Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!Like the podcasts at SupChina? Help us out by taking this brief survey. 

The Pulse: Bite-sized news and updates on China’s marketing industry

Over the past couple of years, Chinese brands have been experiencing massive growth. Newly founded direct-to-consumer brands are booming, while the more established Chinese brands have rebranded and revitalized themselves to attract a younger audience.So, where does this growth come from? Top-earning brands have proven themselves to be savvy marketers, quickly adopting the newest social platforms and promotional tactics, and developing products, branding, and messaging that show a deep understanding of their target audience’s preferences and tastes.In this episode, Lauren and Chinese marketing expert Doris Ke give us an overview of the marketing industry and key drivers of growth. Doris also shares some of her favorite domestic brands that she is watching right now.Doris is the founder and CEO of Digipont, a well-known B2B marketing thought leader in China with a popular WeChat Official Account. If you subscribe to Lauren’s newsletter, then you have definitely read her articles before!Brands mentioned in the episode:Perfect Diary (wánměi rìjì 完美日记) Genki Forest (yuánqì sēnlín 元气森林) WonderLabUpcoming webinar: What can we learn from China livestreaming ecommerce?This webinar is perfect for the product developer who is looking to get a better understanding of Chinese ecommerce livestreaming platforms. From the seamless user experience to the loyalty, gamification, and social sharing features, the UX of QVC and Home Shopping Network pales in comparison with China’s ecommerce livestreaming platforms. Lauren will also share her predictions for ecommerce livestreaming’s future in the West.Register here.Guest: Doris Ke, Founder & CEO of DigipontLinkedIn | Email | Website Host: Lauren HallananWebsite: | LinkedIn | WeChat: H1212118514Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update.

Why Chinese brands are gaining the upper hand, with Doris Ke

The Harvard Business Review found that acquiring a new customer is five to 25 times more expensive than retaining an existing one and that increasing customer retention by 5% can increase profits from 25% to 95%. Bain found that returning customers spend 67% more than new customers. And Temkin found that loyal customers are five times as likely to repurchase, five times as likely to forgive, four times as likely to refer, and seven times as likely to try a new offering.Retention marketing is an important topic that brands need to be thinking about. This is especially the case in China, where advertising and paid marketing costs have skyrocketed over the past few years and now oftentimes customer acquisition costs are higher than the lifetime value of the customer.Elijah Whaley, chief marketing officer of China influencer marketing platform PARKLU, joined Lauren on the podcast and explained his recently published guide to retention marketing.This podcast and the concepts that are discussed will be valuable to brands of any size in any stage of their China marketing journey!Resources:Download PARKLU’s Retention Marketing Strategy GuideComplete Guide to KOC Marketing in ChinaExperiential Marketing Mechanics: Turning Customers into KOCUpcoming Event:Webinar: What Can We Learn From China Livestreaming Ecommerce With Lauren HallananVideo:Perfect Diary Unboxing VideoGuest: Elijah WhaleyLinkedInHost: Lauren HallananWebsite | LinkedIn | WeChat: H1212118514To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.

Retention marketing masterclass with PARKLU CMO Elijah Whaley

This week’s episode is a must-listen for small and medium enterprises (SMEs) with limited marketing budgets that are looking to build their businesses in China. Rachel White, the chief marketing officer for LUÜNA Naturals, a social-impact period care company, shares how it has grown the brand in mainland China. Some of the key tactics that Rachel shares include:Providing highly educational content online and running offline workshops to educate consumers. Many women in China are being given very limited information on the topic of period care and are grateful for the valuable knowledge that they can’t find elsewhere.Partnering with other brands that are targeting similar consumer segments.Selling B2B: Some companies buy female employees period care products and provide educational workshops as part of employee benefits.Having a social impact component: Many key opinion leaders and key opinion consumers have given the brand free promotion because they believe in its mission to provide period care products to lower-income communities.Links:WeChat Mini Program livestreaming webinar  Guest: Rachel WhiteLUÜNA Naturals website | LUÜNA Naturals WeChat Official Account: luunanaturalsInstagram | Email: rachel.w@luuna-naturals.com Host: Lauren HallananWebsite | LinkedIn | WeChat: H1212118514­To learn more about marketing in China, sign up for Lauren’s newsletter: China Marketing Insights. Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.Like the podcasts at SupChina? Help us out by taking this brief survey.

Offline events, educational content, and corporate partnerships: China marketing tactics for SMEs

Meet the short-video app Bilibili — a platform that brands know they should get on, but they are reluctant (or maybe too intimidated) to pull the trigger. Why is that? Its user culture is stronger than that of other Chinese social media and video-sharing platforms. Bilibili is where all the subcultures go, the anime, comic, and game nerds, the artists, the content creators that don’t want to make clichéd 15-second dancing videos. Get your campaign right and your ROI will be high; get it wrong and you will be scorned and mocked.In this episode, Lauren brings Miro Li, a digital marketing consultant based in Hong Kong, back on the podcast to give an overview of Bilibili. She digs into what makes the platform unique and shares how and why brands should be using it.­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!Resources:Chinable Academy Bilibili 101 Course(Special discount code for listeners: BILI20)WeChat mini program livestreaming webinar: https://us02web.zoom.us/webinar/register/2015887102237/WN_9ymTeoX9RoCQ5aUnyszstw Guest: Miro LiLinkedIn | WeChat: Miro509Host: Lauren HallananWebsite | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. Like the podcasts at SupChina? Help us out by taking our brief survey.

Not on Bilibili yet? Here’s why your brand should consider it

This week’s episode discusses once again China’s ecommerce livestreaming industry. As mentioned in episode 69, this industry has experienced massive growth due to COVID-19. In fact, leading ecommerce livestreaming platform Taobao Live reported that in early February, livestream sessions on the platform had increased by 110% year over year.Today, Lauren explains the ways in which the industry has grown and changed. She also shares specific examples and case studies that have been seen over the past several months.Topics include:-       How famous streamers adapted their product offerings-       The creative (and sometimes odd) ways that many traditionally offline businesses began using livestreaming-       Thoughts on WeChat’s and Xiaohongshu’s newly launched livestreaming functions-       Will the trend continue after COVID-19Additional resources:Ep. 69: 16 catchphrases that Chinese livestreamers use to engage their audiences and drive salesEp. 58: Is ecommerce livestreaming in China a good fit for your brand? ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!Apply or nominate someone to be on the podcast:Email to: lauren@unchartedmedia.coInclude name, title, company, topics to discuss, and how you (or a nominee) could be of value to listeners.Host: Lauren HallananWebsite: www.chinainfluencermarketing.comLinkedIn: https://www.linkedin.com/in/lauren-hallanan/WeChat: H1212118514Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.

The massive growth of ecommerce livestreaming during COVID-19

Ecommerce livestreaming was already one of the biggest marketing and ecommerce trends of 2019. Thanks to the coronavirus, it has truly gone mainstream in China. Everywhere you turn, there is an announcement about some platform launching livestreaming or adding new livestreaming features. Top streamers on ecommerce platforms have become household names.The top hosts are excellent salespeople, using specific tactics to engage and persuade their audiences. They are very careful about what they say and how they say it.The phrases they use aren’t the same as a regular salesperson’s. In fact, if you are new to ecommerce livestreaming, you may think some of the things they say are odd: Ecommerce livestreamers and their audiences have developed their own slang.So just what are some of these phrases? In this episode, Lauren’s assistant and regular guest Kejie analyzes the top 16 phrases that Chinese livestreamers use to engage their audiences and drive sales.­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!Here’s a link to the WeChat article discussed in this episode. Upcoming Webinar:April 14: Luxury in China in the wake of COVID-19Apply or nominate someone to be on the podcast:Email to: lauren@unchartedmedia.coInclude name, title, company, topics to discuss, and how you (or the nominee) could be of value to listeners.Host: Lauren HallananWebsite | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.If you like this podcast and know someone who might find it interesting, please share!

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China Influencer Marketing Podcast

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