Marketing in China

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Nudge marketing in China is omnipresent yet rarely discussed
19Aug

Nudge marketing in China is omnipresent yet rarely discussed

To nudge is to “touch or push (something) gently or gradually” or “coax or gently encourage (someone) to do something.” This small action seems insignificant among the large and obvious marketing initiatives, like co-branding, KOL marketing, and live-streaming, which are commonly employed in the competitive Chinese market. However, nudging marketing in China plays a vital […]

Marie Dalgar: a Chinese cosmetic brand gaining international momentum
14Aug

Marie Dalgar: a Chinese cosmetic brand gaining international momentum

Masa Cui (崔晓红),  an engineer for a lighting factory in Foshan, Guangdong Province, grew tired of her boring working environment. So, she brought color to her work life by founding her makeup brand Marie Dalgar, which is now rising quickly to be one of the top domestic Chinese cosmetics brands. History of Marie Dalgar In […]

Westin in China embraces new trends in marketing for upscale hotels
11Aug

Westin in China embraces new trends in marketing for upscale hotels

Westin Hotels & Resorts is an international hotel chain owned by Marriott International. Headquartered in White Plains, New York, Westin is the hotel brand with the longest history within Starwood Groups. In 2016, Marriott International acquired Starwood, becoming the largest hotel chain in the world. Westin in China is mostly located in tier 1 and […]

Prepare for the burst of C2M (consumer to manufacturer) in China: Pinduoduo, JD.com, Biyao
04Aug

Prepare for the burst of C2M (consumer to manufacturer) in China: Pinduoduo, JD.com, Biyao

What is the consumer-to-manufacturer  (C2M) model? The founder of the Chinese e-commerce site Biyao, Bi Sheng was first to propose the C2M model in China. The C2M model is when consumers connect directly to manufacturers to purchase a product. In the C2M model, consumers place orders directly through the platform, and the factory receives consumers’ personalized […]

The guide to a successful pop-up store in China
29Jun

The guide to a successful pop-up store in China

Pop-up stores in China A pop-up store is a short-term, temporary retail space that brands occupy. Regardless of whether the brands previously adopt a physical presence or not, it can be used for sales promotion purposes or for simply building connection with their existing and potential customers. Pop-up stores are usually designed or decorated creatively […]

What the success of bubble tea in China reveals about Chinese consumers | Daxue Consulting
14Jun

What the success of bubble tea in China reveals about Chinese consumers | Daxue Consulting

With more than 90 billion RMB of annual sales made by milk tea shops in 2018, the success of bubble tea in China is well proven. If you are lost among all the new entrants to the market, the latest innovations and the dynamics of the sector, this article retraces the history of bubble tea […]

China Paradigm transcript #96: The reality of brand building in China’s golf industry
08Jun

China Paradigm transcript #96: The reality of brand building in China’s golf industry

Find here the China paradigm episode 96. In this interview, with Guillaume Sergent, founder and CEO at Ailion Golf, you will discover the paradox of China’s golf industry and what it takes to develop a French golf brand in China. Full transcript below: Hello everyone. This is China Paradigm, where we, Daxue Consulting interview season […]

Daxue Talks Transcript #62: How are brands adapting to the coronavirus outbreak on Xiaohongshu?
28May

Daxue Talks Transcript #62: How are brands adapting to the coronavirus outbreak on Xiaohongshu?

Can you provide interesting cases on how brands on Xiaohongshu adapted to new conditions during the crisis? I think I’ve seen some interesting cases. For example, one is from HeyTea. We know HeyTea is one of the most popular milk tea brands in China, and during this time, because people can’t go out to their […]

Sports Equipment Distribution in China
25May

Sports Equipment Distribution in China

How to gain market share with China-adapted distribution strategy How can sports brands optimize distribution in China to gain market share?  The sports equipment market in China is booming, and brands and distributors are interdependent. In this piece we evaluate the sports equipment distribution distribution channels in China of market leaders.  Lastly, we see how […]

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