A concise yet holistic summary of March 2025’s key marketing developments in China, highlighting valuable insights and their implications for brands.

A concise yet holistic summary of February 2025’s key marketing developments in China, highlighting valuable insights and their implications for brands.

China’s consumer data points to some interesting developments that will impact tourism behaviour internationally

H&M has come back from being ‘cancelled’ in China, to investing in its China Design Hub to be closer to consumers. This is a wise move, not just to understand the local market, but also its competitors who are taking share globally

There are 430 million automobiles in China, almost all belonging to affluent consumers that can be reached through smart marketing strategies

Anyone who has spent time in China is likely to have noticed how elaborate the packaging can be relative to similar products in Western countries. Goods are wrapped up as if for high tea in the depths of a Heilongjiang winter - one may have to make their way through four or five layers of intricate wrapping before reaching a tasty morsel buried deep inside. The perceived status, discovery or safety from fanciful packaging trumps any environmental concerns for most consumers.

It's a lot cheaper to retain a customer than acquire a new one, so the old adage says. Many marketers in China don't seem to have got that memo, with marketing plans based around increasingly expensive livestreams and KOLs for sales, with limited initiatives to retain those customers once they've transacted.We track many loyalty initiatives at China Skinny, but one of the most exciting we've seen lately is from Chinese EV brand, Nio. Car sales have been one of the brightest categories in China's retail sphere, last month growing 17% year-on-year. As we noted in July, Beijing has been strategic in putting its weight behind car sales - it takes a lot of packaged goods or shoe sales to match that of a single car in making retail sales look rosy.

It was March 2021 when the EU-China agreement protecting geographical indications (GIs) came into force. This aimed to recognise and protect around 200 distinct agri-food producing regions. It included well known specialties such as Feta, Prosciutto di Parma, Irish whiskey, Münchener Bier and Ouzo from Europe and Pixian Bean Paste, Anji White Tea, Panjin rice and Anqiu Ginger from China.

Last month, there were less than half as many celebrity marketing events in China as a year ago according to a report from Shiqu. The events were undoubtedly impacted by the extended tough lockdowns hitting Shanghai and other cities at present. Shanghai hosts a disproportionate number of celebrity events, and Shenzhen, which was locked down last month, is also a primary destination on the events map.

Visitors to a stunning old vineyard in China represent the increasing sophistication in tourism and general consumer purchases in the market

Chinese beauty brands are spending more than 2/3s of revenue on marketing, whereas foreign brands are under half that, and holding strong

By every measure, winter sports are booming in China leading into Beijing's Winter Games, presenting a multitude of opportunities for brands

Sustainability is becoming a key requirement of doing business in China - both due to consumer-pull and Beijing-push

China's Xpeng plans to start production of the flying car in 2024. Check out the video, it is very cool!

Foreign and domestic brands in China are increasingly employing marketing initiatives beyond price promotions to ensure long term ROI

Rising nationalism has been attributed to the rise in Chinese brands, but in many categories imported goods still hold an enviable reputation

Success in China needs localisation, but not a general China-wide strategy, rather a targeted multi-variable approach

China's tech giants have read the tea leaves from Beijing resulting in pledges of billions to charity, with PDD making the smartest donation