小红书 #独居生活 话题在 90 天内增加 4 亿+ 浏览量，标志着中国独居人群的消费逻辑、生活方式、品牌选择出现了戳眼变化。从 RIO 微醉、喜茶、Faroro 到 Heytea 的 KOC 种草，头部品牌都在为独居场景设计，而不是把独居包装成生活方式。本文拆解日本 ohitorisama 经济的启示，及品牌在小红书独居生活赛道的种草方法论。

Since China’s annual shopping festival Double Eleven (11.11) started in late October, one thing is clear: AI is playing a far more prominent role than ever before.

In China's consumer market, paying for brand merchandise (品牌周边) is no longer a niche hobby, but fast becoming mainstream. Shoppers are...

When discussing China’s new-generation beauty brands, 🌸Flower Knows (花知晓) stands out as one of the most distinctive success stories. Founded in 2016 by two post-90s male cosplay enthusiasts, the brand quickly rose to prominence with its dreamy, 少女心 (fairytale-girlish) packaging and pastel palettes.

A recent social media trend in China has taken the internet by storm: “经济上行的美” — the aesthetics of economic upturn . On Xiaohongshu...

Earlier this week, I walked past a pop-up booth inside a mall near our office in Shenzhen. It wasn’t a skincare launch, fashion flash...

On Xiaohongshu, the lifestyle platform at the heart of China’s Gen Z culture, a new kind of beauty trend is taking over, and it’s not...

We hear this from brands all the time. They invest in influencer seeding, create buzz. Yet when it comes to actual sales, there’s little...

In a previous article, we discussed how foreign content creators like “IShowSpeed” are gaining traction by documenting their journeys...

Since “TikTok refugees” flocked to China’s social platforms 4 months ago, a series of cross-cultural events are triggering a new wave of...