The imminent breakup of Alibaba Group underscores the importance of having a diverse channel mix in China’s online fashion market but many brands are still over-reliant on two big platforms.
With Shanghai set to relax lockdown restrictions on June 1, pent-up demand for domestic travel presents an opportunity for fashion brands willing to explore new destinations.
WeChat’s role connecting brands with Chinese shoppers is evolving fast as it introduces features like e-commerce aggregation and integrated clienteling platforms.
Fashion brands want to replicate the success of beauty players on Xiaohongshu but many use the wrong tone and content for the down-to-earth platform.
Kuaishou’s blockbuster IPO has focused minds on China’s short video space, where several apps are clamouring for attention. Which platforms are the right fit for fashion and beauty brands?