China's seniors are one of the most anticipated demographics, yet one of the least tapped by foreign brands. Preferences, behaviour and influences are all changing, helping to make them more accessible for foreign brands

Too many brands define their target audience using only traditional demographics, often overlooking their tribes - the community that influences their decisions. Brands supporting these communities can deliver much more sustainable and advocacy-based marketing outputs

The runaway growth of China's collectable toy market hasn't just stemmed from the toys themselves, but the ritual and occasion of the purchase journey - Jellycat's pop up cafe is case in point

Zara's pop up in Shanghai's trendy Anfu Lu provides plenty of lessons on marketing and retail for brands in China

Wukong is a huge deal in China, not just being the first AAA game and record sales and players, but for its wider impacts on consumer behaviour and branding opportunities

Size matters in the China market, but many foreign brands still miss the memo. Size preferences are notably different in China from Western markets across many categories, here are some reasons why...

Chongqing pipped Guangzhou as China's forth biggest city economy. The megacity presents significant opportunities, but it requires marketing localised for the for the city's unique consumers and environment

Despite the Paris Olympics getting mixed reviews in China so far, the opportunities for brands to align with sports to connect with consumers is large, and growing

China's eatable oil scandal will impact Chinese consumers' perceptions of local food and beverage brands, and cause wider impacts - even for foreign brands

Most western brands are only scratching the surface when localising for China, missing opportunities such as creating China-relevant occasions or appealing to Chinese senses. Here are six areas to provide inspiration

Although wedding numbers in China are tanking, and singles are growing, segments of China’s romantic youth are spending large to find love

China big ecommerce festivals act as a barometer for consumer sentiment, but this year’s 618 also provides wider lessons into what is working with Chinese consumers right now