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Tech outfits banking on KOLs, better trend-tracking for smarter marketing

From the outside, the five buildings that make up the Ali Centre industrial park in Hangzhou, capital of China’s eastern Zhejiang province, look similar and are simply named building No 1 through No 5. Occupying 10 floors of the first tower was the headquarters of China’s most successful live streaming star – until now. Viya , the top performer when...

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, a...

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 A 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-do...