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INSIGHT & IMPLICATION: <\/strong>Entertainment and online shopping have now been integrated on Taobao. Live video broadcasting has become one of the critical elements for success within Alibaba\u2019s eCommerce ecosystem. Consumers no longer need to read product details shown on the page – \u00a0they can watch an introduction video to learn about it. In 2019, Tencent also launched their own answer to Taobao Live for WeChat Official Accounts. If executed properly, live video can be a valuable way to boost eCommerce sales because it creates a more engaging online shopping experience, which is why brands should consider integrating this communications element with their eCommerce offering.<\/p>\n \u00a0<\/strong><\/p>\n INSIGHT & IMPLICATION:<\/strong> While vlogs, or video blogs, have reached a mature stage in non-China markets (primarily through YouTube), they only just started gaining popularity in China 2018. Douyin is not the only one following the trend – platforms like Bilibili, Baidu Haokan Video and even Sina Weibo have all been stepped into this field. Since vlogs are primarily about the life experiences of the contributors, viewers tend to feel a stronger connection with vloggers. For brands, vlogs have the potential to convey more information than short videos can, making them a more effective communications format under the condition they\u2019re executed properly.<\/p>\n <\/p>\n INSIGHT & IMPLICATION:<\/strong> As more consumers start to appreciate Chinese traditional culture, the government has implemented measures to revive Chinese heritage brands, with the initiative supported by platforms such as Pinduoduo. Support for Chinese traditional culture and cooperation with those heritage brands has driven a significant buzz online since there is a strong attachment and emotional connection between Chinese consumers and traditional culture or heritage brands. International brands should also consider how this trend can benefit them, by introducing more localized products, including unique Chinese fragrances and product packaging that incorporates traditional cultural elements.<\/p>\n <\/p>\n INSIGHT & IMPLICATION:<\/strong> There is still significant growth potential for China\u2019s leisure food through eCommerce channels. To boost sales, many brands package their products as \u201csupported by online influencers\u201d and adopt \u201chunger marketing\u201d to trigger consumers\u2019 sense of urgency. Some other brands position themselves as healthy substitutes for regular meals. In order to win in this market, brands need to understand consumers\u2019 healthy-living motivation and fear of missing out and communicate with them in an entertaining and engaging way.<\/p>\n <\/p>\n\n
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