Issue 58 - November Newsletter

Welcome to this month’s roundup of key trends and insights shaping China’s consumer and marketing landscapes. From tourism and e-commerce to social media and beauty, here’s what you need to know to stay ahead in one of the world’s most dynamic markets.

On the digital front, WeChat Moments remains a powerful tool for brands, boasting 75% daily engagement. Trusted and non-intrusive ad formats resonate strongly with affluent users, especially in luxury and emerging brand categories. More than 80% of users take action after viewing these ads, making Moments a crucial channel for driving meaningful engagement and fostering loyalty.

China’s outbound travel is showing strong recovery, with levels reaching 82% of 2019 figures by Q3 2024. Over 160 million cross-border movements were recorded, a 27.3% year-over-year increase. Destinations like Singapore and Thailand recorded impressive year-on-year rises of 146.3% and 112%, respectively, highlighting robust recovery and renewed global tourism momentum.

In the beauty sector, the demand for lip makeup is booming, projected to grow to ¥37.95 billion by 2028. Increasing demand for personalized products, and a shift towards diverse and sophisticated product offerings.

As a top travel destination, Hainan travel continues to thrive, with ticket bookings up 60% year-on-year and international flight reservations soaring 200%, driven by relaxed visa policies. Millennials and Gen Z travellers are fuelling demand for the island's diverse offerings, while Sanya and Haikou maintain their status as prime winter retreats.

With a demographic of 257 million, China’s middle-class consumer is reshaping trends. Younger individuals aged 25-35 dominate with preferences influenced by platforms such as Douyin and Xiaohongshu. The Guochao movement continues to drive localized marketing, blending pragmatism with individuality to captivate this dynamic audience.

The 2024 Double 11 Festival shattered records, reaching ¥1.44 trillion in total transaction volume. Live streaming played a pivotal role, with over 100 rooms generating sales exceeding ¥100 million. Domestic brands led the charge, reflecting a growing preference for cultural resonance and high-quality consumption, while planned purchases dominated buyer behaviour.

China’s top social media platforms buzzed with activity this month. Discussions spanned global political shifts, esports milestones, and cultural nostalgia. Weibo reflected societal debates, Douyin showcased trending video content, and Xiaohongshu engaged users with lifestyle inspiration. Meanwhile, Baidu and Zhihu remained hubs for thoughtful analysis and deeper discussions.

Stay tuned for more insights into China’s fast-evolving marketing landscape as we continue to explore trends and opportunities shaping the future.

We’d love to hear your thoughts—what trends are you focusing on, and how can we help you unlock their potential?

WeChat Moments, with a 75% daily user engagement rate, offers a prime platform for brands to connect with Chinese consumers. Moments ads are highly trusted, non-intrusive, and resonate well with high-income groups, making them especially effective for luxury ...

China’s outbound tourism surged in 2024, nearing pre-pandemic levels. By Q3, outbound travel reached 82% of 2019 figures, with Asia-Pacific seeing the most growth. The National Immigration Administration reported 160 million cross-border movements including ...

The Chinese lip makeup market is on a steady growth trajectory, with the market size reaching approximately ¥26.28 billion in 2023 and projected to hit ¥37.95 billion by 2028. This growth is fueled by evolving consumer aesthetics. The latest report from iiMedia ...

2024 Hainan's tourism has impressive growth with ticket bookings for top attractions soaring by 60% year-over-year. The surge in international flight bookings, fueled by relaxed visa policies. Popular among young travellers, especially Gen Z and millennials ...

The report reveals a dynamic demographic of 257 million, with a 4.8% year-on-year growth. Consumers aged 25-35 lead technology, fitness, and travel trends, favouring Huawei, Apple, and niche tourism like "museum tourism." Digital platforms shape their preferences ...

The 2024 Double 11 Shopping Festival achieved a record-breaking, marking a remarkable increase from ¥ 520 million in 2009. With 67.9% of shoppers focusing on planned purchases, quality-driven consumption and cultural resonance took centre stage ...

This month, China's major social platforms—Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu—were alive with thought-provoking discussions. From global political shifts and esports achievements to cultural nostalgia and controversies, these platforms captured ...