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

With every major app in China integrating social, e-commerce, entertainment, livestreaming, and video into their suite, what sets RED apart as a marketing channel for brands?

Singles’ Day purchases highlighted provided some clear indications of shifts in consumer behaviour over the past 12-months

"If you protect yourself from the sun, you will be whiter than others. If not, you will be uglier," so said a sun hat advertisement last month on Douyin from the multi-billion dollar Chinese sun protection brand, Beneunder.

Over the years, China has made the headlines for its cottage industry of fakes, from infant formula to condoms to fake zoo animals. This has left many with an impression that China is a nation of copycat producers. But in reality, China has been busy beavering away for years coming up with innovative ideas that change the way people live, consume and market.

Nothing beats a good lockdown to dull the spirits of Chinese consumers. As Shanghai's severe lockdown has passed 50 days for some residents, and has recently been re-tightened, a large number continue to struggle to order the staples, let alone purchase discretionary goods and services.

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.

Here is a tale of three brands, each who have seen quite different outcomes in China over the past-12 months. They provide valuable lessons in public relations (PR) in China's increasingly sensitive and less tolerant consumer market.

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.

Health has long been one of the most important trends in China. Horrific smog in 2013 drove China-based researchers to conclude that Beijing's pollution made the city almost "uninhabitable for human beings." The soupy air was an unmistakable reminder of the importance of staying healthy. This, coupled with numerous food scandals, more sedentary lifestyles and the lasting Chinese tradition of being proactive about health, brought health further to the fore. That year, health was the number one concern for wealthy Chinese, mirroring findings across many consumer groups in China.

China has almost achieved another lofty goal: becoming a high income economy against all odds. This represents further opportunities for brands

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

Eileen Gu ticks so many boxes - both obvious and not so obvious - which enable her to resonate with Chinese consumers

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

Although geopolitical challenges and nationalism are on the rise, the traditionally-foreign holiday of Christmas is as large as ever in China

Magnum's brand has grown in China on the back of strong marketing campaigns every summer, yet "double standards" are likely to hit the brand this year

China's fan clubs have become obsessive, and with changing family dynamics are on track to become more so, but Beijing is seeking change

Chinese brands' strategies are markedly different from in the West, and if the success of Shein in the US is anything to go by, we should pay attention