China has an estimated 330 million female gamers, accounting for nearly half of the gaming population. This year, the commercial potential of Otome games—romance simulation games designed for female players—has become evident. Many brands, from food to beauty, have started collaborations with Otome games.

Once an old, obscure brand selling posture-correction brace, Babaca has achieved a successful comeback by leveraging celebrity and KOL marketing, but many people question it is a ‘IQ tax'.

Beyond the ubiquitous yoga pants, every fitness enthusiast's wardrobe now includes at least one sculpting bodysuit. They are also ideal for hot girls’ summer outfit.

Chinese household cleaning brand Blue Moon illustrates that even local brands can be very out of touch with the target audience, providing a case study of how not to market and do PR in China

Mother’s Day ads showed how socially attuned brands are to mums, with some great campaigns but also some woefully inappropriate

Chinese students in the U.S. taken by its popularity in North America, coupled with effective positioning, collabs and KOLs in China has made this fashion accessory a must-have with middle class Chinese women

Brand initiatives around this Year’s Women’s Day have had a lot more substance and authenticity in China, including these six examples

There are 640 million are women consumers in China. Their average contribution to household income jumped from 20% in 1980 to 50% in 2013 and they now have a louder voice in financial decisions from everyday purchasing of daily goods to big ticket items such as finances, electronics and even automobiles. It’s not only China’s female consumers shaping the world, but also the women behind the scenes. According to Grant Thornton International Business Report released in 2014 38% of senior management roles in China are held by women – one of the highest rates in the world. Some of the shining stars from that group were recognised on Monday night.