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Less instant noodles and more local food: the second wave of Chinese outbound travel

Less instant noodles and more local food: the second wave of Chinese outbound travel

In late 2014 president Xi Jinping, while visiting the Maldives, advised Chinese travelers to eat less instant noodles and more local food when in other countries. Despite the economy slowing, the impact on outbound travel from high-net-worth individuals seems to have steadily grown. The length of travel is also increasing for some, and more Chinese travelers are even taking an entire “gap year” abroad. Historically speaking, the Chinese have never really been interested in exploring the world before. But according to a recent report of Business Intelligence Fung Center, the number of Chinese tourist travelling abroad is constantly growing and could...
Digital Strategies meet Live Broadcasting in China

Digital Strategies meet Live Broadcasting in China

We often call China a digital playground, as its highly digital-savvy and receptive population makes it a breeding ground for digital innovation. In fact the new crop of live streaming apps, which allow users to broadcast live video to their followings, has grown in China into a very different business than the one in the West. These platforms enable viewers to reward content contributors with virtual gifts that can be purchased with real money. Platforms in turn take a cut of each virtual item. The wǎng hóng jīngjì 网红经济 The live streaming sector is growing so quickly in China that it is creating its own...
Why Chinese Shopping Malls are set to become “Palaces of Experience”

Why Chinese Shopping Malls are set to become “Palaces of Experience”

In the past year I’ve been involved in many commercial real estate projects. Specifically I have been working on creative concepts for the seasonal marketing campaigns of Chinese Shopping Centers. After having been in touch with some of the most prominent clients in the market, I wanted to write down some thoughts on the trends that I’ve noticed in China. New downtowns Guangjie, which roughly translates as window shopping, is increasingly seen by China’s newly affluent consumers as a key pastime. Rapid urbanization and the continuing growth of disposable incomes and expenditure has been the driving force behind the shopping mall...
The Fitness Fever that’s moving China’s Brands

The Fitness Fever that’s moving China’s Brands

The Chinese fitness industry is just starting to explode Commercial fitness gyms started to open across Mainland China in the early 1980s. Since then, the phenomenal growth of its national economy has helped to drive industry growth in all sectors. Chinese are exercising more and their overall fitness status has improved slightly over the past five years, according to a survey by the General Administration of Sport of China. The survey also showed that the increase in obesity among Chinese, which had been rising since 2005, peaked in 2011 and has since started to slow down. Currently there are 19 million...
3 reasons why coworking is booming in China and what’s next?

3 reasons why coworking is booming in China and what’s next?

According to real estate services firm Jones Lang Lasalle, by the end of 2016 there were over 500 coworking sites in Shanghai and Beijing alone, compared to just a few in the end of 2015. As the sharing economy takes root in China with increasing vigour, a growing number of Chinese customers are shifting to a collaborative consumption lifestyle, resulting in a huge boom of co-working spaces in recent years with thousands of operators emerging. Generally speaking this is a mindset change: from owning something to renting something. Since this ‘new’ mindset is not totally a new thing in China, coming from a collectivist...
Why car-sharing is about to explode in China

Why car-sharing is about to explode in China

Disruptive changes in the car-sharing landscape are to be expected from the Chinese market, pushed by an increasing demand for connected vehicles and by the impellent emergency of pollution and cars congestion. On one side, according to estimates from Goldman Sachs, people born between 1980 and 1990 made up roughly 30% of China’s total population in 2015. They are more urban, more affluent almost all digital natives. These connected consumers are now turning their attention to the country’s car market, demanding connected cars at far higher rates than elsewhere. On the other, Chinese officials are seeking to harness the flood of private...
The rise of multi-label and lifestyle brands in China

The rise of multi-label and lifestyle brands in China

In Beijing, it seems that everyone is opening up a vintage shop. From the American, retro-cowboy, rockabilly vintage of the shops in Gulou, to the more European vintage of Sanlitun’s House of Willow, there are so many different vintage boutiques that have mushroomed around the city. Vintage is still a niche market in general. It still has a concentrated appeal—it’s not for everyone. These shops complement their brick-and-mortar shops with E-commerce platforms that serve more for marketing purposes than actual sales. These WeChat platform are more like style blogs where everything it’s about lifestyle. Mainstream luxury vs niche luxury Consumption in...