China’s internet marketing landscape is undergoing structural transformation—driven by policy direction, AI innovation, and a digitally fluent consumer base. With advertising spend projected to reach 1.49 trillion RMB by 2026 and short video emerging as a dominant format, the shift from functional messaging to emotionally intelligent, AI-powered marketing is accelerating. Brands must adapt to a new paradigm where relevance, creativity, and personalised experience define engag

China’s baijiu industry in 2025 is transitioning from rapid expansion to strategic consolidation, driven by policy tightening, economic caution, and evolving consumer habits. While leading brands maintain steady growth through scale and digital control, regional and mid-tier players face shrinking margins and weakening demand. E-commerce platforms like JD.com, Tmall, and Douyin are emerging as key battlegrounds. Advertising is shifting toward national media like CCTV and imme

In 2025, China’s households with children aged 0 to 18 are setting the pace for digital consumption. With 362 million monthly active users and steadily increasing engagement, these families, led by digitally savvy Gen Z parents, are reshaping how value, quality and experience converge online. Their preferences strongly favour KOL content, short video, scenario-based shopping and emotionally resonant experiences. From upgrading grocery choices to embracing edutainment apps and

Hainan’s tourism retail sector is undergoing a dramatic transformation—duty-free sales have surged from RMB 16 billion in 2012 to over RMB 309 billion in 2024, a nineteen-fold increase. In 2023, global air travel reached 8.7 billion passengers, with China reclaiming its position as the world’s second-largest aviation market. Drawing on the 2025 White Paper by KPMG China and The Moodie Davitt Report, this article reveals how policy reform, immersive retail design, and Gen Z de

China’s travel landscape remains vibrant as summer approaches its peak. Insights drawn from key platforms — Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu — illustrate the shifting patterns of Chinese travel behaviour, with strong outbound sentiment, evolving digital influence, and a growing preference for value-driven experiences.

China’s affluent class is reshaping wealth management, combining international ambition with domestic caution. This article unpacks how digitally fluent, globally mobile Chinese wealthy clients are driving demand for integrated, personalised financial services. Drawing on insights from Standard Chartered’s latest report, it highlights why banks must offer hybrid models blending digital convenience with human expertise. From the mainland to the Greater Bay Area, regional nuanc

By mid-2025, Xiaohongshu has transformed into a video-first, emotionally driven platform centred on micro-communities and identity storytelling. Short-form videos dominate, with 74.2% of users engaging daily and video content outperforming images in interaction. Content creation now revolves around personal values and lifestyle expression, fostering deep trust through soft social clusters and the “Familiar 300” system. The purchase journey is now circular and emotionally cumu

China’s digital landscape is evolving rapidly, driven by the powerful middle-young demographic (ages 19–50), whose unmatched spending capacity and decision-making influence are redefining marketing strategies. Insights from QuestMobile reveal these high-value users dominate mobile engagement, particularly on short video platforms like Douyin and social apps such as WeChat and Xiaohongshu. Brands now succeed by precisely aligning content with user interests—from finance and be

China’s 2025 summer travel season marks a powerful resurgence in outbound tourism, nearing pre-pandemic levels. Over 6 million first-time flyers are expected, with family and student travellers leading the surge. Southeast and North Asia remain top destinations, while cruise bookings have soared 60%, driven by themed and luxury itineraries. Despite economic caution, nearly half of outbound travellers plan to spend over 25,000 RMB, with strong demand for four-star hotels. Digi