Alipay: Emerging victorious in the Digital Hongbao Battle
The gifting of Hongbao, one of the most notable traditions in Chinese New Year (CNY), has been used in marketing for several years. In the digital age, digital Hongbao rather than physical Hongbao has increased in popularity especially amongst the younger generation, as advanced e-payment systems assure users of greater safety and security when transferring […]
Spring Festival Marketing: How Chinese Brands Capitalise on the Festive Season
Chinese New Year, or the Spring Festival, is one of the most important festivals in China. It celebrates the beginning of a new year on the traditional lunisolar Chinese calendar, marking the end of winter and the start of spring. Themes of good fortune, happiness and wealth and longevity are reinforced through the many customs […]
How 2 Chinese Streamers Sold 5 BILLION USD Worth of Merchandise in Half A Year
Nowadays, the vast majority of the Gross Merchandise Value (GMV) of livestreaming e-commerce platforms is contributed by top livestreamers. These livestreamers belong to different multi-channel network (MCN) institutions, who provide resources for new livestreamers, and make profits by boosting e-commerce platforms’ sales through their massive promotional campaigns. Although the livestreamers market is highly competitive, it […]
Explained: The Booming Livestreaming E-commerce Industry in China
In the first two decades of the 21st century, China has shifted from the PC era to the mobile internet era and is currently transitioning to the industrial internet era. This opens up an online ecosystem for the whole industrial supply chain, thereby creating a new way for consumers to shop, namely e-commerce. E-commerce, as […]