Entries by Resonance

Taobao: Connecting with China’s Youth

Facing the challenge of China’s super fickle millennials, Alibaba’s leading C2C online marketplace, Taobao, has made a strategic effort to connect with this demographic online.  In this report, we look to see how Taobao has structured their social media to engage the unique identity of the China’s younger millennials born after 1990s – the posts-90s. […]

Huawei, Oppo, Xiaomi and Vivo: Insight Report

Recent Q2 sales reports suggest that Apple has fallen to the fifth position in China’s mobile phone market. Rising to the top four places are local brands; Huawei, Oppo, Xiaomi and Vivo. Part of this recent success for local players has been their innovative and locally relevant approach to social media. In this competitor report, we […]

Best Practices: Lancôme, Shu Uemura and Maybelline

Arguably one of the most competitive categories globally, cosmetics in China is a fierce battle for the globe’s ‘spendiest’ consumers – Chinese female shoppers. To maintain relevance with locals, brands must ensure they are at the ‘top of their digital game’. In this best practice report, we provide examples of three brands that have used […]

China’s Uber: Didi Chuxing: Digital Report

The battle for China’s lucrative ride-haul market has been dominated by the question of whether will extend their global footprint to the local market. But in the background, the brand known locally as Didi has built a strong relationship with a core customer base, through a strong consumer engagement program. In this strategy report reveals […]

Liu Wen: Digital Celebrity Storytelling

Model and TV celebrity Liu Wen has become a favorite with Chinese consumers. As a result, an increasing number of brands are using her as an ambassador for their brands in China. In our 50th China Social Branding Report, we look at how three brands have successfully featured Liu Wen in their digital activations – […]

Land Rover: Discovery Sport Campaign Launch

Land Rover launched the Discovery Sport in China hoping to make gains in an auto-market where consumers are increasingly purchasing cars to explore new experiences. Part of the brand’s challenge was to create awareness around the new vehicle launch and highlight the unique design elements aimed at more adventurous local car enthusiasts. In this campaign […]

Muji: Digital Ecosystem Review

As a Japanese brand in China, Muji faces the challenge of overcoming potential bias due to Japan’s wartime atrocities in China.  The key to making Muji a welcome part of local consumers’ lives was communicating the brand’s unique philosophy on design, space and living. In this report, we analyze Muji’s digital ecosystem in China.  We […]

The North Face: Outdoor Training Campaign

As Chinese consumers exercise more frequently, North Face saw an opportunity to introduce the culture of training outdoors – an important part of their brand heritage. This was introduced to Chinese fitness enthusiasts through a series of strategic initiatives on popular social networks – WeChat, Weibo and e-commerce site Tmall. In this report, we explain […]

Starbucks Tmall Ecommerce Insights

Starbucks has worked consistently to become China’s to-go cafe brand.  Now, as consumers are becoming increasingly digital, the challenge was to extend the coffee brand to engage this new reality.  While not selling coffee on e-commerce platform Tmall,  Starbucks successfully created a ‘fourth space’ for local coffee fans –  where they could enjoy, share, and […]

Nike Run Club Digital Ecosystem

Our new CSBR report focuses on how Nike used digital to powerfully engage local Chinese runners. Noticing the increasing popularity of exercise amongst Chinese urban residents, Nike engaged local runners with a dedicated digital ecosystem. The platform helped to further build the nascent local running culture – providing tips, helping runners organize running clubs and […]