This could quite possibly be our favourite marketing campaign in China yet, transitioning a cough medicine brand into a fashion powerhouse, incorporating user generated content, community and corporate welfare

Xianyu's foray into physical retail illustrates five key lessons for retailers - both online and office - in how to differentiate and engage your target audience

After spreading over social media, China’s youth have demonstrated their need for community and adventure en masse causing a stir on their 50km group ride

China is experiencing a shift—or even a dilemma—in its bricks-and-mortar retail landscape. While high-end malls are seeing declines, non-standard commercial spaces are on the rise. Among these, Beijing’s THE BOX Youth Energy Center is redefining the offline retail experience by tapping into the spending power of the younger generation.

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 drivers for being part of a community are more pronounced in China. This is seeing brands connecting consumers with a shared interest in engaging ways online and offline through events and partnerships, to build emotional connections so to reply less on price-based competition

Marketing to Chinese communities or neighbourhoods is the next level of localised marketing, improving cut-through and often going viral well beyond communities