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🚀 China’s Golden Week Sees Strong Consumer Rebound This year’s Golden Week holiday saw Chinese travellers and consumers spend a total of 700.82 billion yuan (around US$99 billion), representing a 7.9% increase compared to pre-pandemic 2019 levels. The week-long holiday, which spanned from October 1-7, saw a substantial boost in consumer confidence across tourism, catering, retail, and even the real estate market. Key highlights: 🌟 765 million domestic trips, a year-on-year increase of 5.9% and up by 10% from the same period in 2019, showcasing the pent-up demand for travel. 🌟 Major cities like Beijing and Shanghai recorded double-digit increases in tourism revenue, reflecting rising consumer confidence and spending power. 🌟 Catering and retail sectors also saw a significant uptick, aided by government-issued consumption vouchers and local promotions. Retail sales rose by 9% during the holiday. Several skincare and beauty brands have launched targeted campaigns during Golden Week, leveraging the theme of "skincare on holidays" to appeal to Chinese consumers. Products featuring benefits such as sun protection, hydration, and barrier recovery have been particularly popular. These trends indicate that China’s recovery momentum is gaining pace, supported by stimulus measures and consumer-driven growth. The overall improvement “reflected enhanced consumer willingness and restored confidence”, according to a research note by investment bank CICC. The rebound in consumer confidence presents a valuable opportunity for brands, particularly in retail, tourism, and luxury goods. As disposable income rises and spending increases, companies can strategically tap into China’s market to strengthen their presence and drive sales, benefiting from the renewed optimism and purchasing power of consumers. YASO is your comprehensive China partner, ready to help you unlock potential and capture opportunities like this. Get in touch with our team to learn more! #goldenweek #travelretail #chinaeconomy #chinagrowth #chineseconsumers Image credits: Kiehl's Since 1851 and Sisley Paris on RED

🧨 Lipstick King’s “All Girls’ Offer” Returns Ahead of Double 11 The highly anticipated reality show "All Girls’ Offer," created by China’s top livestreamer Austin Li Jiaqi, also known as the Lipstick King, has returned for the fourth season. It’s China’s first-ever bargaining TV show and a key event every year before Double 11. The show features Austin Li negotiating with brand representatives for the best discounts for his fans, referred to as “all girls and boys.” The deals confirmed on the show will be implemented during Double 11. The first two episodes, aired on October 8th, racked up 2.6 million views in just one day. This season, rebranded as the "New All Girls' Offer," introduces several changes: 1️⃣ 60+ international and Chinese brands will compete for 40 spots in Austin Li’s Double 11 Livestreams. 2️⃣ Each brand can negotiate offers for 3 SKUs on the show. 3️⃣ An advisory board of experts in economics, product safety, and e-commerce has been added to offer insights. 4️⃣ Li has formed a think tank of four influencers with years of experience in beauty and personal care (e.g., ex-L'Oréal, agency owners, brand founders). They will help him negotiate with brand reps. 5️⃣ For the first time, audiences (referred to as “all girls”) can directly ask questions and share their demands with the brands. Participating brands include major domestic names like Perfect Diary and Hans, as well as international players: Guerlain, GALENIC COSMETICS LABORATORY, Fresh, Elizabeth Arden, #OLAY, SkinCeuticals, La Roche-Posay Laboratoire Dermatologique, L'Oréal, #Avène, #PANTENE and EVE LOM. The show is a staple lead-up to the Double 11 sales festival. This year’s Double 11, however, has kicked off a lot earlier, with Li’s first livestream scheduled for 14 October. Fans have eagerly awaited the show's release to prepare for headline promotions. The show brings behind-the-scenes brand teams into the spotlight, offering a chance for brands to boost exposure and showcase their personalities. Some clips have already gone viral on social media, featuring brands being roasted by Li, his think tank, and the audience. Many brands ended up offering their “best-ever” discounts. Those brands that are receptive to Li’s input will likely make a stronger impression and attract more attention during Double 11. The show (in Chinese) is available on Bilibili, the Chinese video streaming platform. Let us know your thoughts on their battles in the comment section! #Double11 #Chinabeauty #austinli #jiaqili #lipstickking #livestream #salesfestival

💪 Launching Overseas Brands in China: The Challenges and Opportunities In the past decade, China’s domestic beauty market has continued to soar, with an average annual compound growth rate of 13.18%. While international beauty brands remain popular in China, the recent withdrawal of several brands should alarm us to reflect on overseas brands’ China strategy. Notably, Procter & Gamble's First Aid Beauty exited from China in September 2023, becoming one of the 12 foreign beauty brands leaving this market last year. What can we learn from their lessons, and what are the opportunities ahead? 🔴 Challenge: Regulatory Hurdles and Shifting Consumer Behavior Entering the Chinese market can be challenging due to complex paperwork, including product efficacy registrations. Many international brands also struggle to keep up with rapidly changing consumer demands while navigating messy communication with TPs (Tmall Partners), distributors, and teams across various platforms. 👉 YASO solution: YASO provides an all-inclusive solution for brands looking to grow in China. We act like your extended China team, covering logistics, e-commerce, marketing and much more. 🔴 Challenge: Local Competition Many international brands view the Chinese market as a "cash cow" for quick sales rather than a long-term investment. In contrast, domestic brands are increasingly focused on brand-building through consumer interactions and social responsibility. Brands that prioritise profit over engagement will struggle to connect with China’s new generation of consumers. 👉 YASO solution: YASO builds brands. From localised brand strategy and product seeding to private traffic management and content production, we are committed to building brands for the long term. 🟢 Opportunity: Differentiating through Brand Storytelling The “information gap” is no longer sufficient, as Chinese consumers are increasingly informed about global trends. Brands must create an “awareness gap” to gain a competitive edge through strong brand positioning. For instance, GROWN ALCHEMIST re-entered China by positioning itself as a trendy skincare brand with a three-step ritual for urban trendsetters. 🟢 Opportunity: Storytelling through Community Engagement Online communities can help online-only brands unlock more potential. In addition to private traffic on WeChat, public traffic on RED can not only assist brands in product marketing but also encourage UGC. Creating a community can also foster long-term relationships with loyal customers. ✨ A Call to Adapt China presents many opportunities, but navigating this complex market can be challenging. Brands must commit to understanding its culture and invest in building authentic relationships with consumers. This is where YASO excels! Contact us to learn more about our YASO solution. #nichebeauty #china #chinamarketing #chinabeauty #crossborder #ecommerce #storytelling Source: BeautyNEXT, Grown Alchemist (Shanghai)

Our latest blog on the brand lessons from Kanye's Haikou show.

💄#Skinification: Elevating Beauty Products with Skincare-Inspired Benefits A recent Mintel study shows that 46% of hair care consumers are willing to pay more for products with skincare ingredients. Additionally, 45% of makeup consumers prioritize skincare benefits when choosing foundation, and 60% are interested in eyeshadows with similar advantages. This reflects a growing trend in China known as "skinification," where skincare benefits extend across beauty and personal care. Beiersdorf's #NIVEA has been a pioneer in this space as one of the first few brands blending skincare and body care in China. ⭐️ Product Launch In 2021, NIVEA introduced the Advanced Body Care PHA Dual Serum, exclusively for China. The outer layer provides moisturizing benfits via hyaluronic acid, while the inner tube offers brightening and anti-inflammatory benefits through PHA, BHA, and AHA. Three years after its launch, the Dual Serum continues to become a bestseller. ⭐️ Product Seeding NIVEA partnered with a wide network of Key Opinion Consumers (KOCs) to drive recommendation-led marketing, known as seeding (种草 zhongcao, literally meaning “planting grass”). Though smaller in follower count, brands can work with a larger number of KOCs than major influencers to reach a wider audience. KOCs’ content is also often perceived as more genuine. This KOC seeding strategy has been instrumental in helping NIVEA expand its product visibility. ⭐️ Consumer Education NIVEA has led the push for skinification, educating consumers on treating body care at the skincare level through both brand and KOC-driven content. The trend has also been fuelled by intense competition from other body care brands. For brands aiming to grow in China, a localized product and marketing strategy is essential. With over 10 years of experience, YASO can help you develop a tailored strategy for the Chinese market. Get in touch to learn more! #Chinabeauty #skincare #bodycare #Chinamarketing #productstrategy #seeding #xiaohongshu #littleredbook Image Credits: 可爱不打烊 and 扒成分的桃皮er on Little Red Book

💊 Ingestible Beauty Supplements: The Fastest-Growing Health Supplement Category in China The hashtag #IngestibleBeauty has over 21.5 million impressions on Little Red Book. According to Euromonitor, the ingestible beauty supplement market is projected to reach $3.5 billion by 2025. In Q1 2023 alone, sales revenue for beauty supplements on China's e-commerce platform Tmall reached $301 million, representing a year-on-year growth of 39%. This category is expanding faster than any other supplement segment. 💡Channels: Growth is primarily driven by Douyin, followed by Tmall and JD. In 2023, Douyin recorded $269 million in GMV from domestic beauty supplement brands and $184 million in GMV from international brands. 💡Consumers: More than 80% of consumers are between 18 and 40, with approximately 60% making purchases through e-commerce platforms. 💡Functions: Products with skin whitening and anti-ageing effects are the most popular, generating $305.4 million and $259.2 million in GMV, respectively, in Q1 2023. 💡Ingredients: Vitamin C, niacinamide, vitamin E, and collagen are the most commonly used ingredients in beauty-focused foods, beverages, and dietary supplements. On the demand side, consumers are most familiar with vitamins and collagen. Since vitamins and collagen are widely recognised and require minimal consumer education, many brands have started to focus on features like "enhanced absorption" to stand out. For example, Five Doctors, a leading domestic supplement brand specialising in collagen drinks, has upgraded its best-selling collagen drink with patented technologies to boost absorption and prevent transepidermal water loss. These claims are backed by human trials, demonstrating anti-wrinkle and pigmentation reduction effects within four weeks. As the top-selling collagen drink brand, Five Doctors employs a segmented approach to both its consumer base and product offerings. Its “Collagen + Vitamin C” drink is designed for women aged 25 to 30, offering an affordable, lightweight supplement to support daily skincare routines. In contrast, the “Collagen + Niacinamide + Hyaluronic Acid” drink is aimed at women over 30, providing additional benefits such as water retention and collagen preservation. The brand also collaborates with celebrities and influencers across different age groups and follower demographics to ensure targeted promotion for each product. Successfully launching and scaling a brand in China requires a deep understanding of local market dynamics and consumer profiles. YASO can help international players develop tailored product and consumer strategies for the Chinese market, ensuring that the right products reach the right audience. Reach out if you’d like to learn more! #healthsupplement #supplement #beauty #china #chinainsights #collagen Source: Mintel, Early Data, Food Data Link Image credit: Five Doctors on RED

🛀 The rise of “Healing Bathroom”: Turning bathrooms into therapeutic spaces. A recent Little Red Book (RED) report reveals that more Chinese consumers are embracing at-home bathing rituals to combat rising stress levels. From showering and bathing to body care, they are turning their bathrooms into therapeutic spaces. Over the past year, the keyword combination "healing" and "bathroom" has seen over 1.31 million searches and has been featured in more than 660,000 posts on RED. The trend of "immersive bathing" has become a social media sensation, with influencers sharing vlogs of their bath and body care routines with soothing background music. #Bathfeel, a Chinese bath and body care brand, has capitalized on this trend. Launched in 2015 with its first product — a body brush — Bathfeel has since become the top domestic body care brand in China. Its vision from day one has been to provide Chinese women with a relaxing, therapeutic experience. Bathfeel’s success is rooted in a well-rounded strategy: ⭐️ High-quality content Bathfeel consistently posts engaging content, such as mini films and product tutorials paired with aesthetic visuals. Its social media engagement has always been high. Some posts have even generated millions of CNY in sales. ⭐️ Livestreaming with a personal touch In addition to traditional livestreamers, Bathfeel has hosted livestreams led by the brand’s founder. With behind-the-scenes stories like product development, this unique approach has strengthened the brand’s connection with its audience. They hit 1 million CNY in GMV only two months after starting livestreams. ⭐️ Building a community Bathfeel has cultivated a loyal community driven by its consistent brand vision, strong KOL advocacy, and positive reviews. This has significantly boosted conversion rates and customer retention. Success stories like this demand a holistic, multi-channel strategy. At YASO, we offer comprehensive solutions that span all major social media and e-commerce platforms in China, along with private traffic to foster a strong, engaged community. Reach out to learn how we can help elevate your brand in China! #china #bodycare #beauty #ecommerce #marketinsights #consumerinsights #chinabeauty Image credits: Ms艾玛 on RED and Bathfeel founder Lily's livestream

🧪 Science-Powered Skincare Hits 2.15 Million Searches on Little Red Book Little Red Book (RED), China's top social media platform, recently reported on emerging beauty trends. One highlight was “high-intelligent skincare”, which refers to products that focus on high-efficacy ingredients and clinically proven results. How should science-powered skincare brands sell to Chinese consumers? Take #Cellcosmet, a Swiss brand with 40 years of cellular expertise. With over 2 million impressions on RED, its sales surged 150% in 2024. What’s their secret? ⭐️ Educating, not just selling  On Cellcosmet’s RED and Douyin accounts, you would rarely find sales promotion content. Instead, the focus is on ingredients and efficacy. For clinically proven skincare brands, showcasing brand heritage and expertise is essential to build credibility. ⭐️ Boosting sales with KOL seeding  While their own channels focus on education, Cellcosmet collaborates with influencers (key opinion leaders, or KOLs) whose content often features product reviews or their skincare routines. KOL seeding adds an authentic touch and offers practical usage guidance, making it especially valuable for science-powered skincare products that might seem complex or overwhelming. ⭐️ The power of livestreaming  Cellcosmet teamed up with top livestreamers such as Teressa Chung. Chung generated 2.46 million CNY (about 349.5k USD) in GMV in one single session in late 2023. Today, many Chinese consumers still refer to Cellcosmet as "Teressa Chung recommended." Livestreaming isn't just a fleeting moment; partnering with the right, reputable livestreamer can create long-lasting brand impact. At YASO, we leverage an extensive network of influencers and livestreamers with strong buyer connections, ensuring your science-powered brand expertise reaches the right audience. Let’s connect and discuss how YASO can help your brand grow in China! #china #socialcommerce #skincare #beauty #xiaohongshu #douyin #functionalskincare #livestream Cellap Laboratoire S.A. - Cellcosmet and Cellmen Gregory Mur Neal Treadwell Kristy Grippo Image credits: RED user Mylene_1211, Cellcosmet on RED

Our latest blog on the Vogue Business brand tracker and why it's an interesting source for China watchers in the beauty space 💋

Our latest blog sharing 3 social commerce tips for success on PinDuoDuo / 拼多多 👇