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

The 2025 "618" shopping festival marked a turning point in China’s retail landscape, reflecting rising consumer sophistication, diversified spending, and the shift from discount-driven sales to service-led strategies. Over 92% of consumers participated, with a growing focus on premium goods and convenience. Insights from iiMedia Research show strong engagement, platform differentiation, and increasing trust in brand-owned livestreams. As AI-driven innovation and real-time ret

China’s June trends show rising outbound momentum alongside flexible domestic escapes. Weibo highlighted self-drive holidays and visa-free access to New Zealand, while Baidu flagged quick 48-hour trips abroad and Bali’s popularity among graduates. Douyin users favoured solo travel, and Zhihu reflected growing demand for personal, international journeys. Despite Japan-bound concerns on Xiaohongshu, outbound intent stays strong, signalling new opportunities for brands targeting

China is poised to become the world’s largest luxury goods market by 2030, fuelled by evolving consumer values and intensified digital marketing. Insights from Whale Dynamic’s 2025 report reveal strategic shifts in media investment, with mobile still dominant but OTT channels rising fast. Seasonal advertising peaks and emotionally driven, experience-led consumption now define market dynamics. Leading brands like Rolex and MiuMiu exemplify the balance between short-term engage

By 2024, China will have over 310 million citizens aged 60+, marking a profound demographic shift. This ageing trend is powering an ¥8 trillion silver economy with diversified demand in health, leisure, education, and digital services. Far from monolithic, older consumers are active, value-driven, and digitally savvy—seeking wellness, customised travel, and dignified eldercare. As their behaviours evolve, brands must adapt to stay relevant. The 2025 Silver Economy Insight Rep

China’s social media landscape is being rewritten. Xiaohongshu now leads in user time growth, yet its conversion rates are falling. Douyin remains a commerce powerhouse, while Weibo stages an unexpected comeback with record-breaking ROI. As short video dominates brand budgets and platform audiences shift, where should marketers focus next? This exclusive deep dive unveils the latest platform power plays, gender-driven strategies, and AI-fuelled trends shaping China’s digital

China’s outbound tourism saw a powerful revival during the 2025 Labour Day holiday, with civil aviation passenger trips up 11.8% from 2024 and 55.4% from 2019. International flights surged past pre-pandemic levels, driven by younger first-time travellers and a growing cohort of affluent seniors. Demand from smaller cities rose sharply, while flexible holiday planning enabled long-haul journeys and luxury experiences. From bespoke itineraries to immersive cultural activities,