Find out which are the most effective tactics, channels, and KOLs for your brand in China. Discover key industry insights, as well as tools and content resources to dig deeper into your China marketing strategies.
The Latest Content
Chinese New Year is a historically significant holiday. Its significance reaches all around the world, with United States Congresswoman Grace Meng introducing a new bill to make Chinese New Year a federal holiday in the U.S. Naturally, brands from various industries are keen to capitalise on any opportunity to increase sales – and holidays are […]
Key Opinion Leader campaigns, or KOL campaigns, are essential to success within the Chinese market. Their impacts on product sales and engagement are clear, as based on a survey conducted by Statista from July 2020 to September 2021, 34% of respondents in China bought products because celebrities or KOLs publicized them. China is the world’s second-largest consumer […]
2021 has been a productive year for brands and their China marketing strategies, as well as e-commerce platforms, and Key Opinion Leaders (KOLs). It’s also been a year of new milestones as both the 618 (18 June) and Double Eleven (11 November) shopping festivals reported record-breaking sales, with YoY sales volume increases of 26.5% and […]
Double Eleven is the largest and most important shopping festival in China and indeed, in the world. Discover our report covering the ten fashion brands and ten luxury brands with the highest Media Impact Value™ (MIV®) for Double Eleven 2021, and learn about the limitless opportunities that await brands that leverage this festival. This report also […]
Shanghai Fashion Week has returned to completely in-person shows and is presenting the best collections from major designers at the Spring/Summer 2022 event. We have analyzed major brands, influencers, and brand media performance data to compile this data brief which provides key insights into the performance of Shanghai Fashion Week and a breakdown of the […]
In past years, Key Opinion Leader (KOL) campaigns were considered a novel method to communicate with Chinese consumers. However, nowadays they are an essential part of campaign dissemination in the East. According to iiMedia Research, the number of Chinese Multi-Channel Networks (MCNs) has grown rapidly from 160 in 2015 to 28,000 in 2020 – 175 […]
Welcome to the eight episode of #TheStrategySide by Launchmetrics – our podcast where we share exclusive and insightful tips on the best strategies for the fashion, luxury and cosmetics industries. This episode features a conversation with Launchmetrics’ Managing Director of Asia Pacific, Kim Leitzes who discusses the challenges that brands face when entering the Chinese […]
With China on track to become the largest luxury market by 2025, brands across the globe are investing plenty of resources to get more involved and improve their China marketing strategies. But jumping into a foreign market – one that’s socially, culturally, and technologically distinct from the commonly understood West – is an opportunity worth planning […]
Since the pandemic, the word “mask” has become synonymous with surgical masks. With the rise in surgical mask use, a new term has emerged: “maskne” (acne caused by prolonged mask-wearing). Maskne has increased demand for new skincare solutions. In this data brief, you will find:
For our #KnowYourMIV series, we’ve analyzed the performance of the top beauty Influencers on China’s leading Social Media platforms, revealing the Launchmetrics Media Impact Value™ (MIV®) data gathered from January to May 2021. In this article, we are focusing on the micro-blogging platform Weibo. Weibo is one of the leading platforms in China, and with […]
The Qixi Festival is the third celebration of love in China after Valentine’s Day and 520 Day. With increasing growth in Chinese consumption, luxury and fashion brands are looking to pounce on any opportunity to connect with consumers through culturally meaningful and relevant campaigns. In this data brief we highlight the top-performing Qixi campaigns by […]
Key Opinion Leader (KOL) marketing has become a must-have for most fashion, luxury, and beauty brands. Though their formats might be different, the ultimate goal is the same; to generate a good return on investment (ROI), and the higher the rate, the better. It is often hard to measure the conversion rate or the ROI, […]
China’s Influencer marketing industry is said to be years ahead of the rest of the world. The advanced integrations of Social Media, e-commerce, and digital payments in China have engendered business models not seen elsewhere. So for this report, we surveyed and compared the Q2 2021 performance of 22 fashion brands on Weibo, WeChat, Xiaohongshu, […]
When mentioning Key Opinion Leader (KOL) marketing, the first thing that many brands and agencies would think of is KOL promotion of their products. But effective KOL marketing is much more than a one-time effect. Brands can go further by guiding KOLs to post content that will encourage followers to create user-generated content (UGC). An […]
It’s a common practice in the Influencer marketing industry to send products to Influencers and Key Opinion Leader (KOL) in the hopes of free publicity. This tactic is called product seeding, and it’s a type of word-of-mouth marketing. When done right, gifting is a great relationship-building tool and can lead to free marketing for your […]