Fall of Western Brands among Young Chinese

Hello and welcome back to Aim2D for Tuesday February 15th, the day after Valentine’s day. We will start the New (Lunar) year off with a few links for an overview of what has been happening in China over the past few days, then look at an article indepth form one of our recommended China business, tech and social media sources.

OK, lets get to it. In our page “Breaking News” we link to around a dozen different publications that carry credible, objective, helpful and relevant stories news or trends to help businesses, large or small, make the right choices and decisions when researching a China market entry. Today we will highlight two – from different ends of the the spectrum.

Caixin Global

Caixin is our goto workhorse for serious, daily updates relating to business in China. Although centred around financial and economic news, it also provides strong coverage of other sectors, such as marketing tech and social. Caixin is a freemium publication and comes in 3 flavours: free, membership ( requires an email) and subscription. (fee based)

China Daily

China Daily is at the other end of the spectrum. A lighter weight than Caixin, less objective overall as it does come from a pro China perspective. Never-the-less, it is an excellent guide to what is happening in China. Again; like Caixin is covers the field from political to social. There is also a Global issue, however, we link to domestic business and technology news.

Today we would like to take a closer look at another of the publications we follow and recommend – Sixth Tone. Shanghai based Sixth tone is one of the rising breed of Chinese media that is not afraid to push the limits when it comes to reporting. A quick look will show that it is not afraid to handle issues that other publications may consider a little too sensitive and that Chinese citizens are not afraid to speak out in criticism of their government. This tends to fly in the face on many western mass media stories of a downtrodden population too afraid to open their mouth and when they do it is quickly censored.

Today however we are looking at a more business orientated article, especially if you are a consumer brand targeting China’s young customers. In this particular article Christina Kefala puts the question:

Why Young Chinese Are Turning Their Backs on Western Brands?

A few years ago this might have been seen as a statement applicable to a small, fairly insignificant and unimportant niche sector of Chinese society. But today that niche is moving mainstream. As parents of a soon to be 14 year old hybrid young woman, Aim2D has noticed this trend emerging in her shopping tastes and style. Where once she was influenced by her European genes, today she is gravitating more to Chinese style. Especially in her taste in clothing.

Yesterday was of course, international Valentine’s Day , yet retailers, esp the huge e-com brands seem to ignore the event. Possibly this is in line with recent Government efforts to move China away from the influence of western culture. Thinking back to major promotions last year top foreign luxury brands still held the upper ground although there was a noticeable increase in popularity of local brands. It will be interesting to see this years sales analysis and to gauge how much, if any, ground International brands have lost to domestic Chinese. You might also enjoy this article:

China Local Brands Gain Favour

Introducing Everlyne YU

China Website Baidu Optimisation

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.“

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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.