KOL

BoF Professional Exclusive

How Fashion Can Tap Into China’s Latest TV Craze

13 August 2020 • By Zoe Suen

BoF Professional Exclusive

How Fashion Can Tap Into China’s Latest TV Craze

Hit programmes are a powerful way for brands to appeal to China’s 900 million internet users, but the mass marketing approach won’t pay off for everyone. Which brands are in position to benefit most?

BoF Professional Exclusive

Luxury Brands Are Neglecting Some of Their Most Important Customers. Why?

6 August 2020 • By Casey Hall

BoF Professional Exclusive

Luxury Brands Are Neglecting Some of Their Most Important Customers. Why?

Chinese men account for almost a third of all mainland luxury sales yet brands continue to invest disproportionately in marketing to Chinese women. And when brands do target male consumers the focus is often wrong.

BoF Professional Exclusive

China’s Latest Marketing Buzzword Actually Matters. Here’s How to Use It.

16 July 2020 • By Zoe Suen

BoF Professional Exclusive

China’s Latest Marketing Buzzword Actually Matters. Here’s How to Use It.

Private traffic channels have boosted sales for homegrown brands, but many international players have yet to take the plunge. Here’s what they can learn from the locals.

BoF Professional Exclusive

Using Famous Faces to Impress Chinese Consumers Just Got Trickier

2 July 2020 • By Casey Hall

BoF Professional Exclusive

Using Famous Faces to Impress Chinese Consumers Just Got Trickier

Marketing to Chinese consumers in a time of crisis means that brands with tighter budgets need to consider new ways of leveraging Chinese influencers and celebrities.

BoF Professional Exclusive

How Can Brands Stand Out in China's Oversaturated Influencer Economy?

18 April 2019 • By Zoe Suen

BoF Professional Exclusive

How Can Brands Stand Out in China's Oversaturated Influencer Economy?

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.