4 Chinese marketing trends you should know this week
Double 11: A new battle between Douyin e-commerce.
This year, Douyin established a first-tier e-commerce department in Double 11. The new establishment drew every merchants’ attention. Is it worth joining the battle in Douyin?
Douyin opened a new gate for all businessmen. The latest data showed that Douyin’s daily activity had exceeded 6 billion. After years of battle amongst those mature e-commerce platforms, the opportunity for new players is limited. DouYin is different as it provides a brand-new battlefield, new mode, new rule for the business newbies. Normally, discounts are offered on all channels to attract customers on Double 11. DouYin named Double 11 as “Fans day” (宠粉节) to give back support to all loyal users. Noteworthy that the core value of DouYin e-commerce platform focuses on people rather than goods compared to other e-commerce platforms. On top of this, Douyin’s goal is to grow together with high-quality businesses.
For brands, this is both a new opportunity and a new competition. To enter the battlefield or not? We believe that as long as you have good content, good products, and good services. There is always a chance to rush out through the line of besiegers.
Douyin E-commerce
WeChat launched Hashtag function.
Users can now add hashtag functions after editing text content on WeChat. There are two ways to add hashtags to post: Option A: to add the # by long-pressing the texting content on the Moments, Option B: to manually add the # as a hashtag sign in the post.
The addition of the hashtag function makes content more discoverable in WeChat, driving stronger engagement and reach.
It is undoubtedly a boon for WeChat users to complement the shortcomings of WeChat Moments. Users can be directed to video accounts and official accounts through the tagging function, forming a new traffic cycle within WeChat.
WeChat launched Hashtag function
JD.com data revealed key provinces has returned to pre-pandemic consumption level
National Day spurred consumption growth. Consumption in key areas of China has returned to pre-epidemic levels.
According to the statistics of the JD Big Data Research Institute, it revealed that tourism, sports, outdoor appliances, food and beverages, jewellery drive growth in holiday consumption. An interesting finding shows that a high volume of online orders during the post-pandemic, especially in the mid-autumn festival, was to deliver gift items to the buyers’ hometown, which reflects the gifting traditions in Chinese culture.
The National Day holiday restored the enthusiasm for consumption in the Chinese market. Consumption will continue to grow in Double 11.
key provinces returned to pre-pandemic consumption level
Nike becomes the favourite brand of young British consumers
According to a new survey by Laybuy, the American sportswear brand Nike defeated Gucci and Supreme to become the most popular brand among young British consumers.
During the pandemic, Nike quickly shifted their focus to connecting with audiences digitally. They continue to deliver information to shoppers by providing apps such as the Nike Training Club for members to exercise at home.
All in all, we can see that COVID-19 encourages more digital activities. Nike is a good example of how they connect and engage with audiences digitally. It is worth noting to see how Nike stay an even stronger competitive position when they came across COVID-19.
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