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Since the outbreak of COVID, China's social media has changed dramatically: digital marketing and online sales channel are becoming more and more important for advertising and retail business in China.

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Social media platforms are not for digital marketing, but they are becoming an increasingly important new channel for online sales.

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This whitepaper mainly introduces:
1.    Main social media platforms and updated platform policies in China.
2.    Suggestions for brands to utilize these platforms to boost their business in China.
3.    Successful cases on these social media platforms
4.    Forecasted trends in 2024.

A 59-page trendspotter for brands to understand Chinese Gen Z and how to get their attention with effective marketing campaigns. The content mainly includes:

1. Who are Gen Z and why they matter?

2. 10 Gen Z lifestyle trends: such as Punk Wellness, Single Business, Self-Joy Consumption, Cultural Recognition & Nostalgia etc.

3. 20+ Real brand case studies and campaign inspiration

4. Implications for brands to effectively connect with Chinese Gen Z

A 69-page comprehensive guidebook for brands to learn how to start on RED. The content mainly includes:

1. Why Xiaohongshu Matters

2. Overview of Xiaohongshu

3. How Can Brands Use Xiaohongshu

4. Content Best Practices

5. Working With KOLs on Xiaohongshu

6. Brand Case Studies & KOLs to Check Out

A 58-page report introducing 4 emerging Chinese fashion brands, their success stories and pain points.

1. Fashion industry overview

2. Case study 1: 👙 NEIWAI #内外 - A lingerie brand that makes the most use of the feminism trend.  

3. Case study 2: 🧘 MAIA-ACTIVE - An activewear brand that many people compared it with Lululemon, but with Asian fits

4. Case study 3: 👟 Li-Ning #李宁 - An old sports brand successfully renews itself with the trend of Guochao (国潮)

5. Case study 4: ✨ YIN #隐 - A jewelry brand that redefines the gold

A 54-page report introducing 4 emerging Chinese F&B brands, their success stories and pain points.

1. F&B industry overview

2. Case study 1: 🥤Genki Forest #元气森林 - How it becomes the "zero sugar" version of “Coca-Cola” in China?

3. Case study 2: ☕️CoffeePls #永璞咖啡 - How freeze-dried coffee sold over 1.5 million boxes in one day?

4. Case study 3: 🍜RamenTalk #拉面说 - How it reached 250 million RMB GMV, ranking NO.1 on Tmall list of instant food category? 

5. Case study 4: 🍵HEYTEA #喜茶 - How it becomes the “Starbucks” of the new style tea industry? 

A 55-page report introducing 4 emerging Chinese beauty brands, their success stories and pain points.

1. Beauty industry overview

2. Case study 1: Perfect Diary #完美日记 - How it achieves 3 billion RMB annual sales in 3 years?

3. Case study 2: Florasis #花西子 - How it uses Guochao trend to build a traditional Chinese style cosmetics brand?

4. Case study 3: HomeFacial Pro - How it successfully targets "skintellectuals" - a group consumers focusing on skincare ingredients? 

5. Case study 4: Winona #薇诺娜 - How it successfully positions as a cosmeceutical brand targeting sensitive skin?