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The category’s meteoric growth in China is being propelled by local brands and influencers. Global competitors need to revisit their strategies to stay buoyant.

As growth stalls elsewhere, brands are set to focus their marketing budgets on China and its influencers. But a new cohort of KOLs are driving engagement and sales across the market’s digital ecosystems.

This season, labels relied on a variety of tactics to activate the world’s largest luxury market.

Tight new restrictions could mean trouble — and relief — for brands who have made livestreaming a key part of their sales strategy. But the Chinese government isn’t the only thing worrying brands about the booming channel.

An influencer incubator’s IPO and subsequent share plunge speak volumes about the future of engagement and trust in an $18 billion industry. Read China Decoded to make sense of the market.