Anaïs Bournonville

Why Influencer Austin Li got Personal Branding Crisis in China

Austin Li is the top influencer and live streamer with 76 million followers on Taobao in China. Also named ‘Lipstick King’, he’s the star influencer who managed to try 380 lipstick shades in a single live streaming and got Guerlain lipstick sold out in 1 day. After a first bad buzz with a tank cake …

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Xiaohongshu Influencer: What Makes a Content Viral?

If you’ve been willing to advertise your brand in China, you may have heard of influencers on Xiaohongshu. Their content is more viral, optimized for luxury and fashion brands, and lasts over time. With an estimated 10 million influencers on the platform, it’s the jungle. But a Xiaohongshu influencer is a key marketing tool in …

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How Valentino and Venchi Localized their Marketing in China

A pink landslide is taking over Chinese social media, including Xiaohongshu. When you open the equivalent of Instagram in China, your feed is flooded by pink ice creams and pink stores. This is not the pink of Barbie. This is the pink of Valentino that is taking over Xiaohongshu these days. A new marketing campaign …

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Everything App: Why X by Elon Musk Can’t Compete Against WeChat?

WeChat is the ‘everything app’ in China, used by more than 1.6 billion people every month. With this crazy data in mind, Elon Musk revealed a new ambition: turn Twitter into X, a super app like WeChat. With no equivalent in the Western world, the idea to create a Western app like WeChat is a …

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Key Opinion Consumer in China that Works Quickly

Key Opinion Consumer is the magic word for marketing in China today. This is the latest form of influencer, but also the most effective when you think about brand awareness and purchase. You probably heard about it under the term “KOC” or “micro-influencers” or “consumer influencers”. In any case, it’s probably the magic formula you …

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fila case study

How Fila Outperforms in China with Anta’s Strategic Roadmap

Today, when you walk in the Chinese streets of Shanghai or Beijing, you can’t miss the impressive stores of Fila. Modern lights, impressive colors, celebrities endorsements, and active sales advisors are part of Fila’s marketing strategy. The rebranding story is a success for the Italian tennis brand that switched from a forgotten brand to the …

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How to Do B2B Marketing in China Step-by-Step

This is the top first strategy for luxury and fashion brands entering the market. Between B2C and B2B, Western brands often go with the B2B marketing strategy. A way to test the water, feel the reactions and monitor the potential. In China, B2B marketing is the most cost-effective and results-driven strategy for sustainable development in …

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Top Guide for Fashion Trends in China in 2023

From cleanfit to effortless comfort, the latest fashion trends of 2023 are reshaping the Chinese market. An ever-changing market, which influences the global stage and the local stage. The fashion trends in China in 2023 are at the center of consumers’ preferences, marketing campaigns, and attractive incentives. This is a complete guide for CEOs, Marketing …

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