Hello again for Thursday, not just any Thursday, it has the distinction of being the first Thursday in September. Moving on. A few weeks back we featured a video from Alibaba re Tea Pigs, Selling Tea to China, the British brand of tea bag. Seems unfair to dismiss them so lightly, but anyway today we continue with our trilogy of British Brands in China series.
Our regular readers will remember we have commented a few times in various articles here re gender break down relating to sales of cosmetic goods in China. from something of a novelty circa 2017 the male cosmetic buyer has rapidly increased to a point where for some brand, male consumers make up the bulk of their market. Chinese have the term” Little Fresh Meat” to describe young men with flawless – or apparently so – skin.
If you are a resident or even a regular visitor to China this will come as no surprise. From standing in the elevator of your hotel or apartment, to riding a taxi or subway and most other CTV you will be bombarded by adverts with young men promoting many types of cosmetics. In some cases it is, at first glace, difficult to discern the gender. Androgynous springs to mind. Or as one maybe early 30’s office worker quietly remarked to her female colleague whilst travelling between floors in a CBD office tower: “I don’t know if it is a he or she.”
So with that background as a marker let us introduce this weeks Alibaba Tmall video featuring Hawkins & Brimble’s Male Grooming Products. As an Alibaba presentation it is again, slanted towards promoting of Tmall, as was the Tea Pigs video. So bearing that in ind, there is no reason why much of what he says can not be applied to marketing in China generally. So as usual it is more than just an interesting – we hope – video, but it also offers some useful titbits for brands beginning their marketing journey in China. Watch out for them a towards the end.
It is a 7 minute long video so enough from us, let’s roll with: A Cut Above: In Conversation With Hawkins & Brimble’s CEO on the Male Grooming Brand’s China Strategy. Which reminds me, I am late for my shampoo and shave appointment.~
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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
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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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