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Engage your Chinese Consumers Better

China’s ‘Soft’ Brands Go Global

2 Chinese female shoppers wearing masks

Hello and welcome back to Aim2D for Tuesday March 29th, our last post for the month. Today we wrap up showcasing our favourite resources for useful news and stories relevant to marketing, tech, business or social in China.

Breaking China Business, Marketing, Tech and social News

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.

Cosmetics Design Asia

 Yicai is a Shanghai based well respected Chinese language site focused on economics and finance.

The Global site is an English language option with broader categories. However it lacks the depth and breadth of Caixin while its pro Gvt style of reporting gives it a less adventurous, more conservative feel.

If you are looking for purely China business financial and economics statistical data then this will be helpful. However our top pick is still Caixin.


Ahh, it is difficult to go or do much in China without the seemingly omnipotent  and ubiquitous Alibaba.

A finger in every pie, if there weren’t so many pies.

Like many of the original Big Tech firms in China they may have lost some wind in their sales, partially from the rash up young upstarts and partially from Gvt oversight. However Ali have demonstrated they are, if nothing else, resilient.

We link to their Alizila “New Retail” news page. Why? Because they also produce some brilliant videos!

If you thought the holographic style communication bots seen in Star Wars and other Sci Fi films was still a dream, ting, ting ting, your alarm is ringing. Time to wake up and smell the holographic coffee! This story, from our featured link Alizila (above) introduces “Cloud Me” a real time holographic communication platform. Love to get your feedback on this!

Is the China tourism market ready to boom again? Vice President Sun Tianxu seems to think so, although may be Shanghai residents might be less optimistic!

( See “A Tale of Two Cities” – a close look by Yicai Global at what is turning out to be a frustrating fiasco in Shanghai as Covid shows little sign of retreating )

Tourism story here from Caixin. eyes post-pandemic tourism boom as rivals circle.

The rest of the news has largely been centred around China’s so called Covid re calibration and of course, that tragedy of China Eastern Airlines flight.

How China’s Soft Brands are Going Global

Turning now to our headline story, an article by John D. Van Fleet, a writer for Sixth Tone, a publication we oft refer to for good, insightful and darn useful info on Chinese consumers.

John kicks off by writing about the early days of Chinese brands venturing out into the wild west! And the generally less than warm reception they received! Much like the early 1980’s when Made in Japan was another name for cheap, shoddy, knock offs.

Of course, just as Japan and Korea, eventually Chinese brands carved out a niche for themselves as good, reliable, quality products. The major problem facing them was from states who saw them as competition to their own goal of world dominance and control.

Today, we have a new breed, those that John refers to as “Soft Brands.” He specifically mentions Shein, the Chinese fast fashion brand that went head to head with the likes of H&M and Zara,  even down to also courting controversy for their tactics!
So without any further ado, let’s look at: How China’s ‘Soft’ Brands Are Going Global.

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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 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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