How Female Consumers Plan to Spend Money Post COVID-19
CTR Market Research, Wangyi, and EZ-Tracking surveyed consumers on their consumption behaviors during the virus period as well as their consumption plans as China comes out of the virus.
It appears that women are more willing to spend money than ever, placing increased value on health and fitness, medical care, fashion, and beauty.
- During the quarantine period, 82.8% of females spent more time on online learning.
- 49.3% of females say that after the virus they will focus more on the enjoying the present and are willing to spend more money to improve their lifestyle now
- Only 15.2% of females say they will save more and focus more on money management
- Some of the offline activities they are looking forward to are exercising, going out to eat, going to cafes and tea stores, eating hotpot, and going to the cinema.
Read more: 新冠疫情下的女性消费者动态
Vivo Takes Over the Fashion Industry to Promote its Newest Phone
On March 20, Vivo launched the new Vivo X30 cell phone designed by Alexander Wang. With the phone being designed by a fashion designer, Vivo went all in on the fashion theme, promoting the phone as a fashion item instead of just a mobile phone and running a full-scale PR and influencer campaign to generate massive buzz within the fashion industry:
Back in November 2019, Vivo announced supermodel Liu Wen(刘雯) as its ambassador
In December 2019, it officially announced its collaboration with Alexander Wang.
On March 16, 2020, fashion media such as Vogue, Bazzar, Cosmo, and Elle posted WeChat articles about the new Vivo X30. Most of these articles reach over 100k+ views. Many celebrities were involved in the promotion and other high-profile technology industry people as well, becoming a trending topic on social media.
Then the day it launched, March 20, many top tier fashion bloggers such as Gogoboi, Becky Li(黎贝卡的异想世界), Fil Xiaobai (Fil小白), Mr. Jiliang (吉良先生) and Dasao (原来是西门大嫂) published sponsored posts.
The influencer marketing doesn’t stop here. To create a long tail effect, since March 21, Vivo has had KOCs consistently promoting the product.
Read more: 深度｜vivo是如何快速打入时尚界核心圈层的？
China Marketing Podcast Episode 67: Rethinking the WeChat User Experience: Personalization, Commerce & Customer Journeys with Tom Kruger of Chatly
In this interview, Tom explains why brands need to rethink their WeChat strategies and position WeChat as their brand’s core customer engagement hub in China. He guides us through the entire funnel, from building an identified contact, creating 48-hour journeys, setting up segmentation and retargeting, and designing commerce and loyalty mini programs.
This episode is super detailed, it’s essentially a free WeChat CRM master class so be prepared to learn a lot!
Is Kuaishou Better for New Brands Than Douyin? + Some Content Tips
Should newer or smaller brands be considering Kuaishou instead of Douyin? This article argues yes. Why?
Douyin is more like Weibo, it is very entertainment focused. It can easily make something go viral, but it is not as tolerant and open as Kuaishou. Douyin is full of celebrities and lacks a sense of accessibility, is not down-to-earth. Because of Kuaishou’s tolerance, if you are a brand, you don’t need to have funds first, you can develop your fan base with simple, down to earth content.
Some other content creation tips from the article:
- Brands need to produce content that resonates with viewers, not what the brand thinks is best.
- Customers are real masters of your brand, not you. They can make your brand famous and they can also destroy it. Your role is to be a guardian of the brand.
- Brands should dare to hire more young people, and hire people who often use live streaming. It is the future of commerce.
- Don’t focus on creating viral content, focus on steady growth. If your account gets 300 new followers every day, at the end of the year, you will have 100k followers.
Read more: 为什么中国所有的生意，都值得用快手重做一遍？
