Top 5 China Marketing Lessons from November 2024
Here is a review of the top 5 China marketing trends and lessons for November 2024.
Lesson 1: The Allure of Rural and Genuine Content
The thumbnail of one of Li Ziqi’s new videos, which has been a sensation! Image: Liziqi Channel on YouTube
In a digital era dominated by curated social media aesthetics, the appeal of rural and genuine content stands out as a refreshing counterpoint. Across China, there is a growing yearning for stories that celebrate authenticity, simplicity, and cultural roots. This trend is exemplified by a renewed interest in the beauty of rural life, as well as cultural phenomena that spotlight local traditions.
A striking example is the Guangxi-based band Varihnaz, whose members include farmers and a bricklayer. Their songs, infused with themes of daily rural existence, have captivated audiences nationwide. By embracing their agricultural roots and eschewing the glamour of modern celebrity culture, Varihnaz has struck a chord with those seeking genuine representation of life beyond urban centers. Their rise reflects a broader desire to reconnect with foundational, unembellished narratives.
Similarly, the phenomenon of Chinese village basketball, affectionately called CunBA, highlights this grassroots revival. These local tournaments combine athleticism with community pride, showcasing the vibrancy of rural life. Audiences resonate with the events’ authenticity, where every play feels more meaningful because it represents a shared cultural identity.
This yearning for genuine content finds a digital muse in Li Ziqi, China’s renowned vlogger who returned to social media after a long hiatus. Through mesmerizing videos that spotlight traditional Chinese crafts and pastoral living, she bridges the gap between nostalgia for a simpler past and a desire to preserve intangible cultural heritage. Her return underscores the persistent appeal of authenticity in a world saturated with polished personas.
Implications for Brands:
Authenticity resonates: Brands need to integrate genuine storytelling into their messaging to build trust and emotional connections.
Heritage matters: Consumers are increasingly curious, and products tied to cultural traditions or rural life can appeal to consumers seeking meaning beyond materialism.
Community-focused campaigns: Brands can align with grassroots movements to celebrate local pride and foster deeper engagement; however, foreign brands need to avoid tokenisation.
Lesson 2: Life Eases in China’s Urban Landscape
China’s cities are undergoing transformative changes, making urban life more inclusive and accessible. Government initiatives to ease residency restrictions reflect a commitment to workforce mobility and adaptability. Cities like Chengdu, Hangzhou, and Suzhou are relaxing hukou policies, allowing even renters to obtain residency. These shifts enable a more fluid labour market and provide new opportunities for individuals to integrate into urban economies.
These policies coincide with broader changes in China’s societal structure. The rise of flexible employment and platform-based work models has redefined traditional notions of stability and career progression. This fluidity empowers workers to explore diverse roles while contributing to a more interconnected workforce. For many, this newfound flexibility aligns with personal aspirations for balanced, adaptable lifestyles.
Adding to this landscape, the Chinese government’s decision to extend key holidays such as Lunar New Year and Labour Day underscores an emphasis on leisure and rejuvenation. By allowing citizens longer breaks, authorities hope to encourage travel, family reunions, and greater participation in domestic tourism. These measures not only reflect changing priorities but also serve as a cultural pivot toward valuing personal time and well-being.
Implications for Brands:
Mobility as opportunity: Develop solutions for consumers navigating flexible employment and urban migration, such as portable products or on-the-go services.
Leisure-focused strategies: Align campaigns with peak travel seasons or promote experiences that enhance quality of life.
Local tourism: Highlight offerings tailored for domestic travellers, reflecting the growing emphasis on extended family holidays and regional exploration.
Lesson 3: Emotional Spending and Fulfilment
Bubble tea as part of emotional spending. Image: CNA Insider on YouTube
Emotional spending has become a defining feature of China’s consumer landscape, particularly among younger demographics. Bubble tea, a cultural phenomenon in its own right, exemplifies this trend. With over 500,000 shops nationwide and annual sales projected to exceed $34 billion by 2025, the market has become a source of nostalgia, novelty, and self-indulgence. For many, bubble tea is more than a beverage—it’s a symbol of small joys and shared moments.
This desire for emotional connection extends to shopping behaviors, as evidenced during the Singles’ Day shopping festival. Traditionally a celebration of self-reward, Singles’ Day has increasingly focused on “emotional fulfillment.” Consumers gravitate toward products that evoke memories, offer surprises, or carry cultural significance. Blind boxes, where the contents are a mystery until opened, have surged in popularity, transforming shopping into a playful, anticipatory experience.
Blind boxes and emotional spending has spilled out into the offline space as well, with THE BOX Youth Energy Center providing young Chinese consumers with novel and engaging retail experiences that pull on emotional nostalgia and awe. MINISO’s new MINISO LAND in Shanghai is another manifestation of brands and businesses leveraging immersive shopping experiences, alongside Moncler’s $28 million ‘The City of Genius’, also in Shanghai.
However, emotional spending also reflects deeper societal challenges, such as China’s “lonely-heart crisis.” Platforms like Xiaohongshu have seen the rise of “companion chat” services, where users pay for brief interactions to combat feelings of isolation. These platforms demonstrate how emotional consumption extends beyond physical goods to include services that fulfill intangible needs.
Implications for Brands:
Tap into emotions: Develop campaigns that emphasise joy, nostalgia, or connection to resonate deeply with consumers. Keep up to date with the cultural zeitgeist and leverage trending emotional sentiment.
Gamify experiences: Offer elements of surprise or discovery, such as blind-box-style promotions, to enhance shopping appeal. Adding an element of excitement is likely to boost engagement.
Address loneliness: Introduce services or products that foster community and connection in response to social isolation trends. If addressing loneliness, remember to be sensitive about the phenomenon.
Lesson 4: Redefining Luxury in a Changing Market
Jo Malone’s Collaboration with Paddington Bear in Shanghai. Image: JoMaloneLondon祖玛珑 Weibo
Luxury consumption in China is navigating a delicate balance between tradition and innovation. The appeal of “Britishcore,” a trend celebrating understated British elegance, illustrates the nuanced tastes of Chinese luxury consumers. Brands incorporating elements of authenticity and storytelling—without veering into gimmickry—have succeeded in creating a lasting impression such as Jo Malone London’s collaboration with Paddington Bear.
At the 7th China International Import Expo (CIIE), luxury brands showcased resilience despite economic uncertainties. Bulgari emphasized online sales expansion, recognizing the digital-first preferences of modern consumers. Meanwhile, Ralph Lauren’s growth in China defied industry declines by embracing localized strategies that blend its American identity with tailored marketing for Chinese audiences.
Despite these successes, the luxury sector faces challenges. Personal luxury goods have experienced a year-over-year decline, reflecting cautious consumer confidence amid global economic headwinds. Many affluent consumers are shifting their spending abroad, favouring experiences over traditional status symbols. This shift underscores a broader re-evaluation of what luxury means in a rapidly changing world.
That re-evaluation includes the new ‘rich people’ sports such as marathons and winter sports. These types of sports are associated with high incomes, high education levels and high corporate positions and have become a conduit for luxury brands. Sport participation has been on the rise with ice and snow tourists increasing 38% in 2024, while spending jumped by 50%.
Implications for Brands:
Reinvent heritage: Blend traditional brand narratives with localised elements to appeal to modern sensibilities.
Prioritise digital: Expand e-commerce and integrate digital storytelling to capture online-savvy luxury shoppers. It’s simply the most effective way to disseminate your storytelling.
Evolve luxury definitions: Focus on experiential and understated luxury offerings to align with shifting consumer values which may include sporting activities, or simple everyday luxuries like bubble tea.
Lesson 5: Xiaohongshu (RED) as a Vital Consumer Hub
The National Gallery in London leveraging Xiaohongshu. Images: The National Gallery’s Xiaohongshu account.
Xiaohongshu (RED) has emerged as a powerhouse in China’s digital ecosystem, shaping consumer behaviour through authentic engagement. As a platform built on peer-generated content, Xiaohongshu thrives on its reputation for trustworthiness, making it a go-to resource for reviews, recommendations, and inspiration. Xiaohongshu’s trust is all the more important with consumers facing an increase of fake online reviews on e-commerce channels and elsewhere.
This authenticity has contributed to an increase in media spend and sets it apart from competitors like Douyin, which has faced some challenges with ad spend and market positioning. This desire for authenticity is intimately linked to the growth in appeal of rural, genuine content. Xiaohongshu’s longer form content makes it less prone to disingenuous or flashy short form video content, often found on Douyin.
Xiaohongshu’s vibrant user base, driven by youth culture, has sparked trends such as Kaifeng’s cycling craze, where social media mobilized thousands for group rides. The platform’s ability to foster community-driven movements highlights its unique cultural influence.
For brands, Xiaohongshu offers opportunities to connect with niche markets. Wine brands, for example, have successfully tapped into the platform’s trend-conscious audience by showcasing innovative packaging and unique flavours. Xiaohongshu not only enables direct engagement but also fosters a sense of discovery, making it an invaluable tool for brands seeking cultural resonance.
Overseas brands are also jumping on the band wagon with London’s National Gallery and New Zealand’s SkyCity employing Xiaohongshu to increase booking and attract visitors. The number of foreign brands using Xiaohongshu tripled between 2022 and 2024
Implications for Brands:
Engage authentically: Leverage Xiaohongshu’s peer-driven ecosystem to build trust and credibility with consumers.
Embrace trends: Monitor platform-specific movements and hashtags to align with emerging cultural moments.
Explore niche markets: Use Xiaohongshu to target specific demographics and interests, such as wine enthusiasts or outdoor adventurers.
