Douyin, the Chinese version of TikTok, is becoming increasingly popular. In 2021, ByteDance (the platform’s developer) released data showing that the MAU (monthly active users) exceeded 850 million, with 130 million new content creators by the end of the year. This growth is largely in part due to the recurrent pandemic in China. Watching Douyin’s […]
Imagine an influencer posting a single photo from the Met Gala or a red carpet moment at the Oscars—and suddenly, you’re seeing headlines about how they generated millions of dollars in MIV for a brand just by posting about it. But what does that really mean? Let’s break it down. Media Impact Value® (MIV®) is […]
Cross-brand collaborations are fast becoming an essential tactic for companies in China. They help brands connect with new audiences, increase brand awareness, and showcase their willingness to push new boundaries. Also, cross-brand collaborations are particularly effective in activating Gen Z buyers, helping attract younger audiences to participate and engage on social media. In addition, brands […]
The Modern Day-Day Approach to Securing More PR Coverage In today’s fast-paced world driven by digital and social, how can a fashion, luxury, or cosmetic brand generate press coverage and strengthen media relations? One often-overlooked strategy is to better leverage digital assets. By making assets available for global media contacts to search and download, brands […]
Discover the most important cultural, regional and ecommerce holiday moments for beauty brands and how best-in-class brands capitalize on key celebratory days to generate buzz and drive conversion The beauty industry is more competitive than ever, and its landscape has evolved considerably in recent times due to the boom of new brands, products and platforms. […]
The coronavirus pandemic has made life difficult for many brands. Offline activities stopped in many cities, and even express delivery services have been affected. Products cannot be delivered smoothly, and sales have suffered a severe decline. Some brands reported a drop of at least 30% in volume since the outbreak. As a result, online social […]
In recent years, consumers’ choice of skin care products has not only relied on brand publicity and word-of-mouth effects and reputation. More consumers and KOL choose to start with ingredients and rationally analyze the pros and cons of a skin care product. In the selection of specific skin care effects, whitening and anti-aging functions have […]
It seems that in the blink of an eye, the end of Q1 2022 is already upon us – no doubt due to the amount of high-quality beauty KOL campaigns we’ve been privy to. Beauty brands have certainly been busy so far this year! So, among these KOL marketing campaigns, which have garnered the most […]
Events are essential to the fashion, luxury, and beauty industries, whether your goal is to drive brand awareness, generate high Media Impact Value™, or boost sales for your brand. Fashion Week and major events, in general, are a considerable moment in the fashion calendar to leverage events in general and therefore leverage your brand. It, […]
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 […]
Beauty brands continue to adapt and explore new ways to connect with their consumers, utilizing everything from traditional media, to sponsored celebrity campaigns, and Influencer reach on social platforms. The value of the global cosmetics market continues to boom and is predicted to be worth more than $750 billion USD by 2025, so brands in […]
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 […]
A QUARTERLY LUXURY FASHION RANKING OF BRANDS AND ANALYSIS BASED ON MIV® Brand across all industries are continuing to work hard and recover ground following the unprecedented declines within the luxury market in Europe, the US, and China amid the global Covid-19 pandemic. As these recovery efforts continue, China presents the greatest opportunity for growth […]
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 […]
Welcome to the ninth 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 Estela Alcaide, the Online Communication Manager at Mango, who takes us through Mango’s online & digital strategy including the […]