China Social

In today’s digital age, social media platforms have become essential tools for brands to connect with their target audience and build a loyal following. However, with the ever-changing algorithms and unique features of each platform, navigating the Chinese social media landscape can be a daunting task. This guide aims to demystify the algorithms of popular Chinese social media platforms – Xiaohongshu, Douyin, and WeChat Channels – and provide actionable tips for brands to create engaging content that resonates with their audience and boosts follower growth.

WeChat, Weibo, Xiaohongshu—each platform is a unique puzzle piece in the vast Chinese social media landscape. For luxury fashion groups, juggling multiple brands across these diverse channels presents a complex challenge. How do you ensure each brand resonates with its target audience while maintaining a cohesive brand identity? How do you track progress, identify opportunities, and make data-driven decisions that elevate your entire portfolio?

Enter KAWO’s Organization KPIs – a game-changer for fashion powerhouses seeking to streamline their social media strategy and unlock new levels of success.

A Fashion Forward Approach: A Global Luxury Group’s Triumph

Imagine a global luxury fashion group with a constellation of iconic brands under its umbrella. This group was facing a common challenge: managing a multi-brand social media strategy in China’s complex digital ecosystem.

During Labor Day holiday, the number of Chinese people traveling inside the country reached a record high. Simultaneously, a new internet buzzword gained popularity: “Special Forces Tourism” (特种兵式旅游).

As a novel form of tourism, “Special Forces’ Tourism” is characterized by time constraints, multiple scenic spots, and affordability — mainly appealing to college students or recent graduates. This trend can be attributed to two factors. Firstly, there is a pent-up enthusiasm for tourism that has been suppressed by the pandemic for three years. Secondly, Gen Z college students and recent grads face financial constraints. To address these challenges, they utilize their resourcefulness, leverage the convenience of online information, and focus on maximizing time efficiency and cost-effectiveness. Their goal is to save money, save time, and have an enjoyable experience.

Keep in mind, Gen Z are particular about their preferences and trends move fast! Make sure to stay up-to-date and always work with a knowledgeable, local team to develop relevant campaigns and communications. In this article we’ll cover several marketing strategies unique to Gen Z and examples of brands which have executed campaigns under each theme.

GUOCHAO

Guochao (China Chic) = Chinese goods + trend of the times. 

In a narrow sense, if something is “Guochao” it refers to trendy brands created by local Chinese designers, or trendy products designed by local Chinese designers that contain Chinese cultural elements. As the trend has evolved, the term now generally refers to the popularity of domestic product groups and products with Chinese characteristics (including foreign brands’ limited series related to China).

Chinese Gen Z consumers have distinct preferences and behaviors. While price and value for money are important, they continuously value brands who make a conscious effort to connect with them on the right channels and create content and products that are highly relevant and personalized.

DIGITAL NATIVES

From early childhood, Gen Z have been exposed to social media, online learning, and digital entertainment, which shaped their communication, learning, entertainment and shopping preferences. Chinese Gen Z consumers are heavily active on social media and e-commerce platforms. According to a 2022 survey, nearly 40 percent of consumers below 24 years old made several online purchases a week. [s]