niche brands examples

Niche Brands Strategies Examples in China

In China, the most successful brands are often the ones you expect the least. Aside from the powerful brands of LVMH and Kering, you can see a new group of brands emerging. We’re talking about independent designers and niche brands. We’re talking about these small brands that became the best examples in marketing and retail. …

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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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li ning marketing

Myths and Realities on Li-Ning Marketing Success in China

A new brand image, a larger market share, and a new success story for the Chinese sportswear brand. The name “Li-Ning” is often used to describe the best marketing strategy tips in China. The majority of Western media used to describe Li-Ning and Anta as the new substitutes for Nike and Adidas in China. Li-Ning …

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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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Shenzhen: Why this Strategic Tier-1 City is Now the Luxury Market Favorite?

Local programs plan to turn Shenzhen into an international consumption center city by 2025. With the development of luxury malls such as The Mixc and K11 Ecoast, and the runway fashion shows of Dior and Chanel, Shenzhen has become the firm favorite of the luxury market. With HNWI with high education and strong purchasing power, …

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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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