A years-long strategic overhaul of the Prada’s China business is bearing fruit amid a scandal involving a now former celebrity ambassador.

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.

Brands are going all out with campaigns aimed at capturing the hearts and wallets of Chinese consumers in the run-up to the annual 520 celebration. Here’s how to cut through all the marketing noise.    

With 560 million monthly active users and a host of new features like Xiaodian and Lvzhou, the social media giant is making a play for China’s lucrative e-commerce market.