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Digital Marketing in China: our top stories for February 2021

March 3, 2021 |   Christine Lee

This month we take a look at various topics that have been popular in February. The COVID-19 pandemic has changed the online industry in significant ways. This includes using popular applications to stay in shape at home and using new AI technology to find a significant other.

In Chinese culture, February also marks one of the most important festivities of the year, Chinese New Year. During this season, we look at campaign’s luxury and C-beauty brands, such as Gucci and Judydoll, have created to catch the attention of the Chinese audience.

Relating to more current events in China, we discuss the new policies the Cyberspace Administration of China will require bloggers and influencers to have government-approved credentials before they can publish a wide range of subjects. In addition, we take a look at how international students are still Australia’s fourth largest export even with the pandemic.

1. Did luxury brands learn their lesson this CNY?

In Chinese culture, the Year of the Ox represents hard work. This year, luxury marketing within companies such as Gucci, Prada and Adidas have all done their homework and produced imagery and advertising that indicates an understanding of the Chinese culture yet providing innovative approaches through marketing. In this article, we take a look at the different branding strategies luxury brands have used to approach this past Chinese New Year.

This year, the best campaign came from Prada where the creative team created a short film titled “Enter 2021, New Possibilities” This video invited the audience to envision the exciting prospects of the upcoming zodiac year. The film starred China’s top celebrities including Cai Xukun and focused on family and friends which resonated positively with the audience. It received a total of 1 million comments and shares. Read the original article below for other successful campaigns from the Year of the Ox.

Read more at Jing Daily

Learn more about foreign brands can successfully position themselves in China

2. How Chinese COVID-19 restrictions gave a big boost to online services during Lunar New Year

For 2021’s Lunar New Year, traditional festivities were forced to be celebrated online due to government COVID restrictions. The government encouraged people to stay put during the weeklong break to avoid a resurgence of COVID-19. Mobile internet traffic during the Lunar New Year grew 23.4 percent compared to the same time period last year according to data collected by the Ministry of Industry and Information Technology (MITT). The rise in internet usage is a result of increased online shopping shipped to friends and family instead of visiting them in person. Other than sending gifts to close family and friends, users have used that extra time turning to online entertainment to keep themselves busy while being stuck at home.

Read more at SCMP

Learn more about China’s most popular online shopping sites

3. China steps up online controls with new rule for bloggers

Authors who regularly post content on development in different parts of the world working within the constraints of China’s heavily censored web has found their space shrinking even further with the latest policy changes. Starting February, the Cyberspace Administration of China will require bloggers and influencers to have government-approved credentials before they can publish a wide range of subjects. The policy put in place is meant to standardise and steer public accounts and information service platforms to be more aware in keeping the correct direction of public opinion.

Read more at 9news

Learn more about how to navigate through the Great Firewall of China

4. The best C-beauty campaigns for CNY

After COVID-19, the competition to create the most eye-catching campaign has been more competitive than ever. Global beauty and fashion brands have been looking to tap into cultural motifs and values to give their initiatives more authenticity and relevance to their local audience. To create a successful campaign, luxury brands need to discern how conventional customs have evolved alongside societal changes. Not only that, but successful campaigns have also derived from popular collaborations attracting a wide range of audiences.

In celebration of Chinese New Year, Perfect Diary rolled out a campaign titled “Home is the most beautiful Chinese color” campaign. This campaign draws inspiration from family reunions during this time of year. Along with that, the company released an eyeshadow palette collaboration with the Chinese edition of National Geographic. Traditional designs including lanterns can be found on the packaging evoking consumer memories during this special time of year. Read the full article linked below for other successful beauty campaigns released during this time of year.

Read more at Jing Daily

Learn more about 5 creative Chinese New Year marketing ideas

5. Three Chinese social apps to bet on in 2021

With nothing else to do other than scroll through the endless amount of social media content available, the popularity of social platforms have skyrocketed. Applications like Poizon, Soul and Keep have taken the internet by storm. We take a look at how netizens are spending their time at home. Poizon, a sneaker resale platform for a one stop marketplace for streetwear and luxury accessories. In addition to shopping, netizens have been using Keep. An at-home fitness app providing training lessons for users at home to keep the pounds off. Last but not least, Soul, an AI driven dating app that is focused on helping users find matches based on common interests and emotional connections rather than physical traits.

Read more at Jing Daily

Learn more about Chinese social media and what you need to know

6. Foreign students are the 4th largest export, even with the pandemic

Australian universities are amongst the highest ranked in the world, and each year students from over 150 countries arrive to have this experience. Even in the midst of COVID, international education is Australia’s 4th largest export, and Victoria’s largest. According to recent research by Innovative Research Universities, in 2019, Australia saw 133,000 Chinese Students in Australia comprising of 13% of total university enrollment and just under one third of total education exports. The economic benefits of international students also go beyond tuition fees, this aspect also comprises of day to day living, entertainment and tourism. The best way to hedge against volatility and uncertainty is not to abandon the market, rather is to develop an even strong, deeper and longer lasting ties with the Chinese people.

Read more at The Sydney Morning Herald

Learn more about how COVID-19 transformed online education in China

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