Tuesday April 12th and we are opening with what we guess is called “click bait.” But before we get you all hot and bothered, a word of caution: today’s article might not be what you imagine. Or expect.
But first, a quick recap and plug for Aim2D China Business News. We created this to fill what we saw as a gap in news about China that was useful, relevant and informative for foreign businesses contemplating the China market.
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 choice.
Sleeping with Chinese.
Ok now let’s move on to the first of today’s articles, both courtesy of Jing Daily. Jing you may recall, is an off shore publication firmly centred on the Chinese luxury market. Why, read here~
Before we jump into bed, so to speak, there are a few little niceties we need to take care of. Firstly, if you are not already aware of it, you need to be familiar with the Chinese work ethos, or what is oft referred to as 996 culture. An abbreviation for the punishing work schedule of some of China tech firms, ie, from 9am to 9pm, 6 days a week, If you are lucky. Of course, it is illegal and not the norm more likely 886 but it sets the scene. You can learn more here.
Secondly, March 21st was World Sleep Day – yeah, we missed that too.~ However one of China’s TV channels did not, and ran a programme asking: “When was the last time you didn’t sleep through the night?”
That struck a cord with work weary Chinese and turned intro a hot topic:
On Weibo, the national news agency’s post on sleep disorders has amassed over 1.9 million views so far. The related hashtag hit 300 million views, trending on the app’s Hot Search.
Over the last decade the average hours of sleep shortened by 1.5 hours to 7.06 in 2021 compared to 8.5 in 2012. Work and social pressures, overtime, and kids being the top quoted reasons.
So, with that background in mind Jing looks at how China’s burgeoning wellness and sleeping economy are poised to became a vital ingredient in the luxury sector. And prpbably not just.
So, with that background in mind Jing looks at how China’s burgeoning wellness and sleeping economy are poised to became a vital ingredient in the luxury sector. And probably not just. China’s One Trillion Yuan Sleeping Economy.
Our second article for today is a very fast follow up to a post from April 5th:
Again, quoting from Jing Daily:
According to a recent report by Shiqu Insight Engine, celebrity marketing events in March 2022 fell by 50.9% compared with the same period last year. Conversely, co-branded marketing and new product marketing surged 91.3 % and 57.6 %
For a little more background to this, you can see the full article here: Brands Shy Away From Celebrity Marketing in China
Thanks for reading our China news, marketing, tech and social media article – we hope it was useful, relative, informative, valuable.
Then perhaps you may like to chat directly and personally with Everlyne?
But please, be aware of local (China) time when calling from overseas. Despite rumours to the contrary, Everlyne is human, not a bot, she does eat, drink and sleep – sometimes.
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;
In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.
She began Uengager, a company focused on customer engagement, as a SaaS MarTech company 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.
Note: App is in Chinese and needs WeChat account to access.
Take Tea with Everlyne
Covid’s persistence means this address is not always available.
But Beijing has many tea shops or cafes where we can still meet and chat