<\/p>\n
\n\tFor brands trying to reach young consumers in China, the old playbook of presenting an aspirational lifestyle may be giving way to something more personal \u2014 helping users find interests, creators and communities that feel like their own.<\/p>\n
\n\tThat was a central thread in a panel moderated by Bao Yifeng, general manager of Activation PR and cofounder of Art021 Group, featuring Xiaoyuan Fang, general manager of FMCG and Luxury at Xiaohongshu, Yu Shijiao, head of operations of beauty and luxury goods industries of Ocean Engine at Douyin, and Silvio Campara, chief executive officer of Golden Goose.<\/p>\n
\n\t\u201cThe core reason people stay, express themselves and even make purchases is that they come together around hobbies and interests,\u201d said Xiaoyuan. \u201cWe have marked over 3000 distinctive interest groups on the platform, this is how users have evolved, they want to discover a new self by participating in events and activities offline,\u201d added Xiaoyuan.<\/p>\n
\n\tXiaoyuan said consumers are increasingly interested in interpretations by creators \u2014 including people outside fashion \u2014 who can explain a brand in more accessible terms. \u201cThese creators can become both translators and sources of inspiration, giving audiences something to discuss beyond an official brand livestream,\u201d said Xiaoyuan.<\/p>\n
\n\tYu made a related point about discovery on Douyin, the Chinese version of TikTok.<\/p>\n
\n\t\u201cOur users are developing increasingly sophisticated tastes and are looking for more differentiated content, we have more than 40 content verticals, and we\u2019ve taken young people to places that many creators might not otherwise have access to, such as the development of undersea tunnels and satellite launch sites. Last year, we introduced a niche genre called blackwater photography, which captures bioluminescent plankton and other marine organisms at night,\u201d said Yu.<\/p>\n
\n\t\u201cYoung people love a sense of discovery \u2014 behind even the most niche interests lies a large community of like-minded people,\u201d said Yu.<\/p>\n
\n\tFor brands, that means relevance may come less from chasing micro trends and more from making room for distinct communities and creative voices.<\/p>\n
\n\tCampara framed authenticity as essential to that connection. \u201cIf there are no real-life stories, it will be repeating yourself. It will be boring,\u201d said Campara, who shared that around 57 seven percent of shoppers return to the brand\u2019s offline stores seeking opportunities to co-creation content online.<\/p>\n
\n\t\u201cWe need to generate sentiment, bring people together \u2014 it could be in a store \u2014 and create connections and stories, and then we can amplify with social networks,\u201d added Campara.<\/p>\n
\n\tXiaoyuan Fang also described fashion and luxury exhibitions and other offline brand experiences as useful \u201ccontainers\u201d for activating co-creation \u2014 but said the challenge is ensuring experience gives users substantial content that they can frame an online conversation around.<\/p>\n
#Chinese #Gen #Consumers #Connect #Brands<\/p>\n","protected":false},"excerpt":{"rendered":"
For brands trying to reach young consumers in China, the old playbook of presenting an aspirational lifestyle may be giving way to something more personal \u2014 helping users find interests,… <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[242],"tags":[],"class_list":["post-1835","post","type-post","status-publish","format-standard","hentry","category-editors-pick"],"_links":{"self":[{"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/posts\/1835","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1835"}],"version-history":[{"count":0,"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/posts\/1835\/revisions"}],"wp:attachment":[{"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1835"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1835"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1835"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}