Chinese Marketing Weekly News: 001 – Focusing More on Brand Building
PROYA：2023 ECHO PROJECT Campaign
Starting in 2021, on World Mental Health Day each year, Proya is proud to introduce the “Echo Project,” a charitable initiative devoted to the mental wellness of young people. As part of this endeavor, Proya has unveiled a poignant short film “In this moment, with feelings__” aimed at inspiring and supporting young individuals in coping with feelings of guilt, depression, and anxiety. Additionally, Proya has joined forces with various renowned brands, including Duozhuoyu and nine publishing organizations, to co-create the “Yipou·Echo Book” campaign. Moreover, in collaboration with Tencent Music Charity, Proya has launched the “Let Emotions Speak” campus music project, utilizing the power of music to facilitate emotional healing.
Reflecting on the evolution of the “Echo Project,” the first year predominantly emphasized the dissemination of professional knowledge. In the subsequent year, it incorporated recommendations for books, movies, music, and podcast links, offering diverse forms of content as emotional outlets. This year, the initiative expanded its reach and impact by collaborating with other brands. Simultaneously, Proya strategically employed campus music initiatives to specifically engage with the college student demographic, cultivating brand favorability among youth. The enduring “Echo Plan” underscores Proya’s profound commitment to not only identifying issues and actively seeking solutions in public welfare efforts but also demonstrating valuable persistence
LV：”Nóng Hó, Shanghai” Series Campaign
Recently, Louis Vuitton unveiled the “Nonghao, Shanghai” limited-time space at the newly constructed Fotografiska Image Art Center on the Suzhou River banks in Shanghai. This launch coincided with the release of the brand’s inaugural Chinese podcast, marking a momentous occasion to commemorate the latest edition of the “Louis Vuitton City Guide” for Shanghai. By venturing into the realm of podcasting in China, Louis Vuitton is signaling a concerted effort to delve into the travel culture domain within the Chinese market. The “Nonghao, Shanghai” limited-time space clearly signifies the brand’s aspiration to engage in a dialogue with Shanghai and explore its urban culture strategy.
Moreover, Louis Vuitton’s collaboration with three Shanghai-based coffee shops, namely MANNER, PLUSONE, and Metal Hands, to establish a “Louis Vuitton Limited Time Bookstore” in the first half of the year is noteworthy. This initiative predominantly showcases the brand’s city travel guide books for Chengdu, Shanghai, and Beijing. Unlike many luxury labels that often rely solely on launching limited series during Chinese festivals or incorporating traditional Chinese craft culture into their product designs as a means of localizing in the Chinese market, Louis Vuitton appears to be pioneering a distinctive approach to localization. By combining the brand’s inherent “travel” essence with a close integration with local Chinese cities, Louis Vuitton meticulously highlights the unique cultures of different cities, thereby establishing a progressively clearer contextual narrative over the past few years.
Home Original Chicken: 20th Anniversary Campaign
This year marks the 20th anniversary of the establishment of the Chinese fast food brand, Home Original Chicken. In celebration of this milestone, the brand has launched a series of activities to commemorate this occasion. As part of the festivities, Home Original Chicken organized a nationwide banquet event on October 8th, inviting customers to visit its stores across the country for a complimentary lunch. Moreover, the brand also presented customers with eggs, wedding candies, and other souvenirs as part of this celebration.
The running banquet organized by Laoxiang Chicken for its 20th anniversary represents a remarkable and rare full-coverage feedback activity that is devoid of thresholds or regional restrictions. This approach conveys a sense of intimacy akin to inviting neighbors to a joyous family event. It exudes sincerity, simplicity, and generosity, allowing consumers to partake in the celebration without impediments. Furthermore, Laoxiang Chicken crafted a 20th-anniversary short film, which intricately narrates the brand’s journey from chicken-raising entrepreneurship and encapsulates the spirit of “a group of ordinary people doing the most meaningful things.” The film not only upholds the brand’s simple and sincere communication style but also establishes stronger emotional connections with consumers, emphasizing the human touch and relatable aspects of the brand’s story. This narrative continuity not only reinforces the brand’s distinct style but also enhances emotional resonance with consumers, underscoring the inherently personal nature of Laoxiang Chicken’s journey and values.
Nowa Coffee × Maode Academy: Green Pomelo Series Joint Event
The cooperation between Nowa Coffee and Maode Academy is indeed a refreshing and surprising departure from the conventional trend of classic film and television IPs and popular emoticon IPs for co-branding among coffee and tea brands. Renowned as a top cute pet blogger, Maode Academy’s @Benmiao Tutu has revolutionized the concept of “kidnapping instead of buying, catching, and adopting now.” His “professional team” is dedicated to “kidnapping” stray cats from the streets and finding reliable homes for them.
The co-branded peripherals produced by Nowa Coffee in collaboration with Maode Academy integrate public welfare actions, exemplified by the introduction of a mystery box of bowls for pets. This initiative not only encourages pet lovers to provide vital water support for small strays but also cleverly utilizes internal memes of the Maode Academy, striking a chord with fans. The joint packaging materials feature animated images of four popular cat students from the Maode Academy, effectively resonating with the audience. Although this collaboration may have opted for an unexpected co-branded partner, it has garnered a positive response, showcasing the potential for successful partnerships that extend beyond the boundaries of traditional co-branding initiatives.
Oppein： “Staying in the Room” film
Oppein Home Furnishings released an emotional short film titled “Staying in the Room” during this year’s Mid-Autumn Festival, which captures the evolution of the “left-behind room” in three real families and portrays the enduring love between generations. The film documents the unwavering dedication of parents who, even after their children have ventured afar, choose to preserve their rooms as a testament to their enduring love.
Recognizing the significance of the Mid-Autumn Festival as a representation of unity, Oppein Home Furnishing has traditionally utilized this occasion as a pivotal point for its brand messaging. This year, the brand pivoted from its feature film format, opting instead to capture genuine real-life experiences to evoke relatable insights. With the backdrop of over 300 million migrant individuals in China, separation due to work and other factors has become the norm, with parents often maintaining their children’s empty rooms in their original state. Leveraging precise family insights, Oppein introduced the concept of “staying in the room,” showcasing the powerful, reciprocal love shared among family members through the responses of three sets of parents and children in the short film, particularly on the decision to renovate the rooms.
In addition to the emotional depiction in the film, Oppein also took practical steps to assist three families in revamping their rooms, preserving cherished memories while adding functional elements. This initiative not only underscores the brand’s capability in customizing spaces with love but also further reinforces the brand’s core concept of “home, love, Oppein.” This multifaceted approach demonstrates Oppein’s commitment to meaningful storytelling and reflects its ethos of facilitating enduring connections within the home.
Luckin × Tom and Jerry：”Mascarpone Cheese Latte” Co-branded Campaign
Luckin’s adeptness at selecting unique and compelling co-branded IPs has once again proven successful with the launch of the “Mascarpone Cheese Latte” in collaboration with the classic animation “Tom and Jerry” to commemorate the first anniversary of the star product, the “Cooked Cheese Latte”. By integrating the representative cheese element from “Tom and Jerry” into the new product, Luckin has fostered an intriguing connection between the beverage and the iconic IP, evoking nostalgic childhood memories while providing consumers with a genuinely surprising experience. This collaboration has proven to be a resounding success, as seen in the fun and interactive slogan “Who touched my Mascarpone Latte?” which further adds to the appeal of the joint brand.
Furthermore, the introduction of themed cups, stickers, paper bags, and other peripherals related to this co-branded product has further enriched the consumer experience, eliciting active engagement from netizens. The utilization of “Tom and Jerry” as the co-branded IP resonates well with consumers and adds topicality to the joint branding, enhancing its overall appeal.
Luckin’s transition from “raw coconut latte” to “coconut cloud latte” and now from “raw cheese latte” to “mascarpone raw cheese latte” aligns with their consistent strategy of leveraging star products to celebrate milestones. This approach not only reignites public interest in the product but also reinforces the recognition of these celebrated single items. The success of this latest collaboration has once again solidified Luckin’s ability to transform co-branded events into popular brand events, demonstrating their acumen in capturing consumer interest and engagement through innovative partnerships.
Taobao: “Osmanthus Rain Life Festival”
Taobao’s strategic initiative to capitalize on the confluence of the Mid-Autumn Festival, National Day, and the Asian Games through the creation of the “Osmanthus Rain Life Festival” reflects savvy brand marketing and a keen understanding of local characteristics and insights in Hangzhou. By leveraging the element of “Osmanthus,” synonymous with the region, Taobao has synthesized brand innovation media, cooperative marketing with merchants, and the festival’s theme to establish a compelling brand marketing campaign with the “Osmanthus Rain Life Festival.”
Furthermore, the transformation of an offline sprinkler truck into a 4-meter-high “scent-spraying truck” device for scent marketing during the Asian Games & Golden Week has proven to be an attention-grabbing tactic. This innovative approach has successfully garnered significant footfall and check-ins, thereby amplifying Taobao’s visibility and resonance during this period of intensified competition for attention.
In navigating this marketing battleground, Taobao’s avoidance of extensive, high-cost communications has yielded widespread discussion and sharing at a minimal expense, thereby augmenting the brand’s impact and favorability. The “Osmanthus Rain Life Festival” exemplifies Taobao’s commitment to long-term brand building by curating a diverse range of domestic products featuring osmanthus elements, thereby reinforcing its vision of evolving from a mere marketplace into a meaningful life companion.
Lululemon: Broaden the dimension of “good state” and create an immersive experience
Lululemon’s “Good Together” initiative, launched in conjunction with World Mental Health Day, demonstrates a commendable commitment to promoting holistic well-being across physical, mental, and social dimensions for the third consecutive year. This year’s collaboration with artist Jeremyville has brought forth an immersive and innovative experience through the unveiling of the expansive “Good State Art Gallery” along Shanghai’s Xuhui Riverside, featuring a captivating exhibition of large-scale art pieces centered around the theme of “Good State.”
The “Good State Arts Gallery” is thoughtfully organized into four main exhibition areas, each offering a diverse range of activities and experiences such as yoga, jogging, cycling, and hot dancing. Additionally, lululemon has curated a “themed pop-up store,” an “inspiration accessories store,” and a “good condition supply station” to provide guests with the necessary replenishments for moisture and energy post-activities.
The opening event further emphasized the significance of mindfulness and well-being, underscored by lululemon China Ambassador Yang Yichen’s introduction of breathing exercises themed around “happiness”. This was a pivotal opportunity for all attendees to appreciate the transformative influence of mindfulness. Furthermore, the “Dialogue: A Good State Together” session, featuring lululemon brand ambassador Lu Jingshan and Jian Lili, a member of the lululemon Global Mental Health Advisory Committee, provided vital insights into the “2023 Happiness Report” and offered actionable suggestions for achieving and maintaining a state of well-being.
Lululemon’s comprehensive and engaging “Good Together” initiative not only promotes physical, mental, and social wellness but also fosters a sense of community and shared experiences, reflecting the brand’s dedication to cultivating a holistic approach to health and happiness.
McDonald X BenBen: Maimai Gift Card
McDonald’s collaboration with “Benben” from Big Stupid Dog House, resulting in the “Maimai Gift Card,” is a fresh and innovative endeavor that amalgamates a comic introduction showcasing the functionality of the “McYouli Electronic Card” for gift-giving. By capturing the varied gifting scenarios of today’s youth, McDonald’s endeavors to resonate with users’ emotions, broaden its consumer base, and provide valuable gift-giving insights through the humorous expressions teamed up with “Benben.”
Coca-Cola X Holiland Launches a “future” Chocolate!
Coca-Cola and Holiland’s joint creation, the “Next 3000 Years” chocolate, offers a unique experience by presenting a popping candy Coca-Cola flavored chocolate inspired by AI. The launch of “Next 3000 Years” Sugar-Free Coca-Cola further demonstrates Coca-Cola’s proactive embrace of digitalization by analyzing consumer preferences and incorporating AI recommendations to craft sugar-free Coca-Cola with creative, layered flavors, catering to the tastes of Generation Z.
This reflects Coca-Cola’s ambition to tap into the imagination of young consumers through the “Next 3000 Years” brand, aligning with the brand’s global creative platform “Lechuang Unbounded.” Each product is crafted around AI, the metaverse, and electronics, infusing popular elements such as music and animation to redefine Coca-Cola’s expression through immersive digital experiences, providing young consumers with more avenues for engagement and experience. This concerted effort underscores Coca-Cola’s commitment to staying at the forefront of digital innovation and connecting with the ever-evolving interests of contemporary consumers.
Jack Wolfskin: “Go Wild, Come Real” Campagin
Jack Wolfskin’s global rebranding campaign this year has been marked by a remarkable collaboration with outdoor enthusiasts during the Chinese 24 solar terms, under the theme “Go Wild, Come Real”. During the cold dew season, Jack Wolfskin teamed up with the backpacker and outdoor blogger Wild Emma to venture into the great outdoors, capturing their experiences in a series of impactful documentaries. This initiative not only reinforces Jack Wolfskin’s commitment to the spirit of adventure and the outdoors but also presents a powerful narrative of real experiences and connections, resonating with outdoor enthusiasts globally.
DIESEL × DOLORES: Mystery Box Collaboration
The latest collaboration between DIESEL and the trendy IP Dolores marks the third installment in their partnership, resulting in a series of blind box figures inspired by DIESEL’s 2023 autumn and winter clothing line. This is a significant milestone as it is the first time Dolores has introduced a mystery box series, comprising of 7 unique styles, including 6 regular styles and 1 hidden style. Notably, customers spending over 1,888 yuan in a single transaction will receive a blind box of Dorothy fashionable figures (random style), while those spending over 7,888 yuan in a single transaction will receive a complete set of Dorothy fashionable figures.
These collaborations reflect a trend of brands engaging in innovative and compelling partnerships to offer unique and engaging experiences to their customers, while also tapping into the essence of creativity and individuality.
Luxury Brand Launches Podcast Program
The emergence of podcasts as a favored content form by luxury brands is indeed a significant trend in the marketing landscape. Historically, luxury brands such as “Hermès”, “Yves Saint Laurent”, “Bottega Veneta”, and “BOSS” have unveiled their inaugural podcasts, signifying a strategic shift toward leveraging this medium for brand storytelling and communication.
Luxury brands, renowned for their emphasis on conveying brand concepts and values, are utilizing podcasts to narrate the origin stories behind their products, delve into brand history, engage with influential personalities from diverse domains, and initiate in-depth explorations of pertinent social issues. This multifaceted approach not only adds depth to the brand narrative but also fosters a deeper connection with the audience.
The podcast medium, with its immersive and intimate nature, grants brands boundless imaginative space to craft compelling narratives and resonate with their audience on a more personal level. This trend underscores a realization within the luxury sector of the potential of podcasts as a powerful storytelling platform, providing an opportunity to engage with consumers in an authentic, informative, and meaningful manner.
The strategic partnership between Joy Group and France’s Pierre Fabre Group, centered around the Rene Furterer brand, marks a significant development in the high-end dermatological skin care market, particularly in the realm of hair and scalp care. With this collaboration, Joy Group assumes full responsibility for all aspects of Rene Furterer’s business in China, encompassing marketing, sales, and channel management, with the collective aim of fostering the brand’s sustained growth in the Chinese market. This alliance is anticipated to further solidify Rene Furterer’s prominent position in the sphere of high-end hair and scalp care, reflecting the companies’ ambitions for strategic expansion and market leadership.
The surge of interest in scalp care is noticeable within the skincare domain, with Mintel data revealing a remarkable average annual growth rate of 24% for the scalp care category since 2018, far surpassing the washing and care category to which it belongs. The milestone achievement of Kérastase, a brand under the L’Oréal Group, surpassing €1 billion in sales for the first time in 2022 underscores the burgeoning demand and potential within the scalp care segment, underscoring the evolution of the “skin care and hair care” trend.
Consequently, this trend has spurred an influx of companies, particularly skincare product manufacturers, venturing into scalp care and anti-aging hair care pursuits. Indigenous brands like Proya and JALA have also introduced scalp care products, indicative of the evolving landscape as companies seek to capitalize on new market opportunities for sustained growth and diversification of their product offerings. This shift underscores a broader industry realization of the potential in scalp care, paving the way for innovative product development and market expansion initiatives.
Sugar-free tea is becoming more and more Popular
The growing popularity of sugar-free tea reflects a significant shift in consumer preferences towards healthier beverage options. Brands like Oriental Leaf, which were previously critiqued and labeled as the “worst drink,” have now witnessed rapid growth, with projections indicating the potential for tens of billions in sales for this year. Furthermore, Nongfu Spring’s robust performance in the first half of 2023, demonstrating a remarkable 59.8% year-on-year revenue increase in the tea business, underscores the burgeoning demand for sugar-free tea offerings in the market.
Moreover, the strategic decision by Yuanqi Forest to upgrade its flagship product, Rancha, by eliminating the sugar substitute erythritol and transforming it into a more comprehensive sugar-free tea, is indicative of a broader industry trend towards providing healthier beverage options. This transformative shift not only resonates with evolving consumer preferences but also underscores the commitment of beverage companies to adapt their offerings to align with a health-conscious consumer base.
“PUMA” x Chinese National Women’s Basketball Team launches charity event
On October 11, “PUMA” and Zhang Ru, a member of the Chinese women’s basketball national team and spokesperson for Puma’s sports performance category, launched a charity event in Yunnan. The event was held in the form of fun classes and book donations. The women’s basketball team members and Zhang Ru appeared as basketball coaches to encourage children at the Nanling Township Central Primary School in Canglahu Autonomous County to be brave enough to make breakthroughs and become more confident.
“UNIQLO” sales in China market increased by 15% in fiscal year 2023
Fast Retailing Group, the parent company of “UNIQLO,” reported a robust performance in its 2023 fiscal year financial report. The company’s sales reached 2.76 trillion yen, marking a noteworthy year-on-year increase of 20.2%. In terms of operating profit, Fast Retailing Group achieved 381 billion yen, representing a substantial year-on-year increase of 28.2%. Furthermore, the net profit for the fiscal year amounted to 296.2 billion yen, with an 8.4% year-on-year increase.
A particularly notable highlight from the financial report is UNIQLO’s performance in the Chinese market, where revenue surged by 15% to reach 620.2 billion yen, signifying an impressive expansion in this key market.
China Duty Free’s total revenue in the first three quarters was 50.84 billion, an increase of 29.14%
On October 9, China Tourism Group China Duty Free Co., Ltd. announced that its total operating revenue in the first three quarters of 2023 was 50.84 billion yuan, a year-on-year increase of 29.14%. (brand official)
By-Health China achieved rapid growth in the first three quarters
On October 8, “By-Health” announced that it expected net profit in the first three quarters to be 1.849-1.979 billion yuan, an increase of 24.77% over the same period last year. Benefiting from the increasing market demand for multiple categories of products brought about by the rising national health awareness, the company’s domestic and overseas revenue achieved rapid growth in the first three quarters. (brand official)
Saizeriya’s net profit increased 59% year-on-year in fiscal 2024
On October 11, Japanese restaurant chain Saizeriya issued a forecast that consolidated net profit in fiscal 2024 (ending August 2024) will increase 59% from the previous fiscal year to 8.2 billion yen. (brand official)
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