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Engage your Chinese Consumers Better

#22 week that was – China Biz News

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Hello from Shunyi for Thursday 3rd June, just a few weeks to middle of the year. Again we are looking at a short round up of China Tech, Marketing, Social Media and business news making headlines in China for week 22 of 2021. In this issue we look at Lying Flat, Xiaomi, Fast Fashion in China, Elephants in South China and our summer schedule.

Aim2D China Business, Marketing, Tech and Social Media News Summer Schedule.

Aim2D is a free online publication sponsored by Bic Brands, a marketing and training organisation based in Beijing and New Zealand. Generally, it is produced in our free time. Often after hours, on the kitchen table or floor at home! Our bread and butter clients tend to take priority~

Summer is usually a busy time for us and, like many Chinese companies, we are seeing an uptick in business. And a subsequent increase call on our time. So for the foreseeable future – couple of months- we are restructuring Aim2D publishing times. The regular Tuesday slot will slide to Wednesday, – hopefully – and The Week That Was will, again hopefully, appear Friday. Sorry for any inconvenience. You could blame it on Covid. Seems everything else is!

China Social Media news

What does lying flat mean to you? Nope, nothing to do with IKEA flat pack style furniture. This is a current, and trending term, in China social media referring to todays’ younger gen’s philosophy on ambition and work.

Lying flat shows an alternative way of thinking among young people for mainstream goals such as buying a house, getting married and having a child. Instead, they dream of living a low-key lifestyle in a smaller place, where they won’t end up as wage slaves consumed by consumerism. 

Heather Mowbray ; ( presents an excellent summary of this in the membership article titled: Trending in China: Young Chinese Reject Rat Race, Embrace “Lying Flat.” As always we remind you Caixin membership only requires an email to join. No money involved~


In this short few lines we note a week of good news for China handset maker – Xiaomi. This week saw Xiaomi removed from the US China Military Banned list as well as increase in sales, largely at the expense of Huawei. Xiaomi’s global smart phone sales increased roughly 70% in the first 3 months of 2021.

Fast Fashion In China

Perhaps when yuo think of Fast Fashion – you know, that here today, gone tomorrow – industry you think of Zara and H&M, or online retailers like Asos. However a new App is set to change that. We are talking about Shein, a $15 billion Chinese fast Fashion app aimed at late teens and early 20’s women selling a far wider range of trendy clothes than its competitors at a fraction of the price. You can learn more here: The $15 Billion Chinese Fast Fashion App You’ve Never Heard Of Part 1 of a Caixin Premium article worth reading.


Mum, there’s 15 Elephants in the back yard!
To end on a “feel good” story. Early this week Chinese social media was captivated by the story of a herd of elephants migrating in south China. Not that this is such an unusual occurrence. What was different was this time it seems the herd wandered of course , passing though a Chinese city. This promoted a lockdown.

For the protection the elephants as officials and animal welfare teams tried to coax the elephants back on track. The fear was, that on their current trajectory, they would end up wandering through the capital city Kunming. The cost to China in damage alone is close to 7 billion yuan which does not account for the time and resources in protection and monitoring the massive beasts.
Fifteen elephants in a major city would be a massive headache and up the costs dramatically.
Errm, how exactly to you convince an elephant to change direction? Cautiously we guess!
Caixin has a short series of images that might interest you.

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Thanks for reading our China news, marketing, tech and social media article – we hope it was useful, relative, informative, valuable.
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Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;

Introducing Everlyne YU


In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.

She began Uengager, as a SaaS MarTech company focused on customer engagement in 2017.

Hello, Nihao, I’m Everlyne

I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.


Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.

Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.

If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.

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A selection of Bicyu clients since 2003


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