marketing

Marketing to Chinese consumers is considerably different from marketing to British consumers. It is imperative for localised marketing and an alternative strategic approach, writes Jack Porteous of TONG Global China’s vast consumer market, in particular its e-commerce channels, which accounted for approximately £1.1 trillion of purchases from nearly one billion internet users in 2024, are an attractive proposition for many global consumer brands, including those from the UK. The UK’s …

As China enters a new era of economic moderation, the rules of brand marketing in the world’s second-largest consumer market are rapidly evolving. Totem’s 2025 China Marketing and Media Trends report, published in December 2024 in partnership with Campaign Asia, provides a timely and nuanced view of these shifts. Based on a survey of 95 marketing leaders, the report captures the current mood and the strategic recalibrations underway. This article …

Building brand relevance and fostering customer loyalty in China’s dynamic consumer market requires a nuanced understanding of evolving consumer behaviours and strategic engagement across various platforms. This article delves into key strategies, including emotional marketing, connecting with more cautious consumers, targeting niche consumer segments, and leveraging social commerce, to effectively connect with Chinese consumers. Emotional marketing: Connecting beyond the product In recent years, the importance of building emotional connections with …

In China’s rapidly evolving and increasingly competitive consumer marketplace, transactional loyalty is no longer enough; brands need to connect with their target audience on an emotional level While nothing new, emotional marketing – a kind of strategy that uses storytelling, personalisation, and emotional triggers to create a deep connection between a brand and its customers to drive engagement and loyalty – has emerged as a key strategy for brands in …

From live streaming to influencer collaborations, which marketing method is right for your business in China? Dana Goldburd, Co-Founder and CMO of Up2China, explores the pros and cons of some of the most popular marketing strategies Success in the Chinese market is rarely the result of a uni-directional strategy; it requires a more complex approach that takes in multiple platforms and strategies. To help businesses build a presence and loyalty …

From self-heating hot pot to trendy instant noodles, food and drink brands are rushing to create products that appeal to the growing number of people in China who are single or live alone, writes Qing Na from Dao Insights Solo dining restaurants with tables and chairs sectioned into individual booths like private train compartments have drawn increasing footfall from white-collar eaters in major Chinese cities over the past few years. …

With a cold winter forecast in China, Mark Bellamy from China Skinny looks at how brands can tweak their product lines and marketing communications in line with the weather to boost sales Understanding the Chinese market can require a complex combination of experience, data, insights and industry contacts. But beyond analysis, there is a relatively banal subject that can greatly impact consumer behaviour and how they choose to spend their …

As another Chinese consumer brand falls foul of the Chinese government by concentrating its budget on quick fix marketing, what can companies learn about allocating their priorities in the China market? Asks Mark Tanner from China Skinny “If you protect yourself from the sun, you will be whiter than others. If not, you will be uglier,” so said a controversial sun hat advertisement last month on Douyin from the multi-billion …

Foreign brands are becoming savvier about marketing around Chinese festivals, particularly the culturally and commercially significant week-long Lunar New Year holiday. As the Lunar New Year festive period draws to a close, Qing Na from Dao Insights examines how Apple, McDonald’s and L’Oréal created campaigns that won over Chinese consumers  Apple’s short film inspires young dream chasers in China  Apple took the CNY marketing battle to the next level this …

Companies from appliance maker Midea to cosmetics brand Perfect Diary have featured cats and dogs in advertising campaigns that tap into Gen Z’s love of pets. Juliette Pitt examines how pets could help your business succeed in China – and why you should start taking canine KOLs more seriously Over the last 30 years, the status of pets in China has evolved from watchdogs and rat catchers to part of …