One thing about life you can be sure of is you can never be sure of anything. OK, yes, corny, pseudo philosophic introduction. We could just have easily said that nothing in life stays the same. Thinking of some of history’s great empires, Greek, Roman, British – where are they now? Replaced by a new order.
The US was, once, synonymous with world power and economy. Not any longer.
There was a time when if one wanted a fine watch, Swiss sprang to mind. Audiophiles shopped for quality German brands and the best, big bikes were British. Yet a small Island in Asia changed all that. There is an expression, proverb if you will, in show business: “One is only as good as one’s last performance.” It applies equally to teachers, writers and salespeople also. Possibly others as well. The public is fickle. There is always a new kid on the block, just waiting in the wings, ready to knock you off your perch. Nor is size or longevity any guarantee of ongoing success either, as the mythical David and Goliath story amply illustrates.
So where are we going with this? Patience young grasshopper, all will be revealed, soon-ish.
If we asked you to think of the words top fashion houses, your mind may wander to Paris, Milan, maybe London. Yet there are some very talented designers coming out of Asia, China in particular, that are making waves on the international catwalks.
Likewise, cosmetics, face creams. Some of the the rich and famous’ preferred brands hail not just from France today, but also Korea. When you think of butter, wool, cheese or milk, beef, lamb or honey – the type bees make, not the girl next door~ – likely New Zealand is close to the top of your list. New Zealand, that small Island at the bottom of the world, with a population of 30 something million – sheep – and, apparently, a few people.
So, as a species, do we have this preconceived notion about things? We mean, thinking back to New Zealand, you would hardly associate NZ with luxury, top selling cosmetics. But you’d be wrong! Perhaps an explanation is needed here.
First let’s return to China. Health products are the second most popular online shopping category as Chinese consumers become more aware of, and concerned about health and fitness. And whilst those traditional brands we mentioned are still strong, consumers today are increasingly looking in a different direction. To countries with a reputation for clean, healthy brands which they have built up with their food products. Among e-com products bought from NZ, health care products ranked second. And you thought NZ was just sheep!
Collagen has long been a solid favourite among consumers aware of their health or beauty issues. Initially available as cream but now, one of the hottest are collagen powder supplements.
Today you can have your collagen with peptides, collagen with multi vitamins, as a creamer in your coffee, confectionery and yes, even a vegan collagen – which, given its origins, has us wondering.
Among New Zealand products in this market one stands out. Not just for its recent endorsement by Khloé Kardashian. Nor as one of the top selling brands in NZ and Australia but as it is launching its collagen products in China on Alibaba Group’s cross-border marketplace; Tmall Global.
To learn more about the firm and product: Khloé Kardashian-backed Kiwi Collagen Range Dose & Co. Launches in China on Alibaba’s Tmall Global is a good starting point.
So, to close lets just recap, the world order is changing. You maybe a top selling brand today. Tomorrow is another battle. You are only as good as your last marketing campaign. There is no place for smug complacency when marketing to Chinese. China’s marketing battlefield is riddled with the corpses of foreign brands who thought they knew better.
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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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