Hello again for Thursday, April 8th from a warming up and more humid Shunyi. Those who read our earlier post on Qingming Festival and travel will recall that it is said to coincide with the warming up and onset of the rainy season in China. So far, it has. Today we are going to continue our slightly more indepth look at some of the publications we follow and recommend for CEO’s, CMO’s and foreign marketers or businesses owners generally who have or looking at developing a China presence.
We began with our old stalwart, Caixin Global, a daily on line news sheet focusing on indepth analysis and quality, transparent reporting on business in China. In particular, finance and the economy. However, it also does a very respectable job of trends, marketing and social attitudes in China. We also looked at Sixth Tone, a more alternative or other side view of issues in China.
Today we are looking at what, at first blush, may appear to be more of a niche or specialist on line publication. Jing Daily. Obviously, a daily updated site. Part of the Jing Group, it maybe one of the few we follow that are not China based. However, this doesn’t mean it doesn’t have its finger smack in the middle of the China pulse. Quite the opposite. To quote from their website, (paraphrased) Jing describes itself thus:
our mission: to understand the forces shaping the future of the luxury industry – bringing our readers the latest news, analysis, features, and reports exploring developments in that landscape. We seek to understand how the definition of luxury, and by turn its consumption, are changing, how the digital landscape in China is developing, and how brands are adapting and taking advantage of those changes.Jing Daily
We said, above, it may seem to be a niche market publication. In other words, some foreign brands in China may – and in fact do ask us-
Again, if you have been following us since circa 2003 when we first began in China, we have regularly addressed this question. It is fair comment. Your brand may not be perceived as luxury per se by you or consumers in its domestic market. But a combination of factors, largely beyond your control, such as import duty, Chinese culture can conspire to push both your retail point and reputation or perception of in the minds of your Chinese consumers into the lux segment.
We have also pointed out on many occasions that in China at least, where luxury and fashion go, by and large, mainstream China is not too far behind. Therefore, even if your brand is not lux, even if it is not seen as such even in China, tracking lux and the trends is a very valuable marketing tool. A good example is this particular article around the often asked question around Live Streaming in China:
“I know video-sharing platforms are popular in China, but which fits my brand best?”
If that happens to be a question on your mind then Jing Daily takes a deep dive into the differences between China video sharing platforms, so you can pick the one that best suits your brand. If not maybe this piece; Tourism and the Future of British Luxury is more your taste? Either way a regular subscription to Jing Daily is one of the best free investments any brand thinking about China can make.