JUL 06, 2021
On June 24, the livestream of Louis Vuitton’s spring 2022 menswear show, dubbed “Amen Break,” raked 131 million views across different social platforms in China. Among them: Kuaishou, which contributed 39 million, or nearly one-third, of the views.
Kuaishou, which translates to “quick hand,” is a Chinese short-video platform and a nemesis of TikTok’s local version Douyin. It was an unexpected platform choice for Louis Vuitton as its content is known for being geared toward China’s mass market, with audiences in less populous and less developed regions.
While the brand’s choice was a jaw-dropping one for the public, it was commendable according to marketing professionals.
Guerlian debuts first pop-up stores in Asia Pacific travel retail
Guerlian has launched its first travel retail pop-ups in
Asia Pacific to mark the launch of its new
Orchidée Impériale Micro-Lift Concentrate.
The French beauty brand “took over”
Hainan with its new emplacements in partnership with
China Duty Free Group (
CDF) at the
Haikou Mall.
The new Orchidée Impériale Micro-Lift Concentrate took centre stage in the pop-ups as the stores sought to help customers to immerse themselves in the beauty of the new product.
On arrival, guests were greeted by a giant screen which introduced them to the “myth from orchid to Micro-Lift Concentrate”, before being guided in to experience the product, alongside other Guerlian offerings.
What lessons can we learn from China’s Covid recovery?
With only a two-month lockdown in place in early 2020, there is a lot UK retailers can learn from China’s post-pandemic retail strategy.
As UK retailers shuttered their doors in March 2020 for what would be the first of successive national lockdowns, mainland China was opening up again. More than a year later, life in China – including shopping – is largely back to normal, providing a lifeline for retailers from the west, which continue to battle government restrictions and shrinking revenues.
The International Monetary Fund’s World Economic Outlook shows China was the only advanced or emerging economy with GDP growth in 2020, at 2.3%. Its most recent update in April predicts 8.4% growth for 2021. By comparison, UK GDP shrank by 9.9% in 2020, and is expected to grow 5.3% in 2021.
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