Social media agents help Chinese brands outperform foreign rivals
For western companies like Coca-Cola, Maybelline and Nestlé, the brands of the century have long offered a huge advantage to local Chinese rivals.
But these established groups are increasingly threatened by Chinese start-ups, which have been turbocharged by social media marketing experts and optimized supply chains.
This change was highlighted at this month’s “618” e-commerce festival, China’s second-largest shopping event of the year, as local brand Babycare surpassed Procter & Gamble’s Pampers in sales volumes, according to data released by Alibaba internet group.
It wasn’t a surprise: Genki Forest, a Chinese beverage company, surpassed Coca-Cola and Pepsi in online sales last year. “Individual Day”, Is a billion-dollar curiosity, the biggest shopping holiday in the country.
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Five Ways China s E-Commerce Landscape Is Changing | BoF Professional, China Decoded, News & Analysis
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The great mall of China
The next big thing in retail comes with Chinese characteristics
Chinese apps are to 21st-century shopping what American malls were to last century’s
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LMOST EVERYONE in China knows “Austin” Li Jiaqi. The 28-year-old “Lipstick Brother”, started out flogging make-up products in Nanchang, a provincial city, and now sells them to millions by live-streaming on Taobao, part of Alibaba, China’s biggest internet retailer once shifting 15,000 sticks of lipstick in five minutes. Some will recognise Chen Yi, nicknamed “Little Monster”, a 24-year-old girl-next-door from the coastal city of Qingdao who sells sunscreen, snacks and lots more besides to her 20,000 followers on WeChat, a ubiquitous messaging app: a nice supplement to her day job as a bartender. More obscure but no less enterprising, farmers and fishermen show off juicy apples or prize lobsters in short videos, digital showmanship accompanied by new delivery networks that allow city dwellers