Found these China market insights valuable? Share this newsletter with your colleagues and subscribe to get weekly updates on China's latest consumer stories, delivered straight to your inbox.Italian Fashion Brand's Feminist Podcast Hits Milestone
"Flower on the Rock," a Chinese-language podcast produced by Italian fashion brand GIADA, has reached 600,000 subscribers on Xiaoyuzhou FM podcast app alone—making it the first branded podcast to achieve this milestone. Hosted by Chen Luyu, often called "China's Oprah Winfrey," the interview-style show features successful women discussing topics ranging from motherhood to aging. The show aims to "tell stories of women's strength where resilience and gentleness coexist." Podcasts have emerged as an important brand marketing channel in China, with Ipsos reporting that over 40% of young urban social media users spend at least an hour listening to podcasts.
To learn more about how brands can benefit from podcast marketing in China, check our in-depth analysis here: https://www.bwb.agency/post/podcast-marketing-in-china-from-niche-to-mainstream-it-s-not-talked-about-enough
Recent Deaths Stir End-of-Life Debate on Chinese Social Media
Chiung Yao, the renowned 86-year-old Taiwanese romance novelist widely known throughout Chinese-speaking communities, was found dead at her home. Officials suspect suicide as the cause of death. Her passing, along with the recent case of Sha Bai—a 43-year-old Shanghai English teacher with lupus who documented her journey to Switzerland for euthanasia on social media—has ignited widespread discussion about assisted death, with unprecedented public support emerging for voluntary euthanasia and personal autonomy in China.
H&M Embraces Douyin in Latest Digital Retail Push
Following its entry into Pinduoduo, H&M has officially launched on Douyin (China's TikTok), expanding its digital retail presence. The brand cites the rise of livestream shopping and younger consumer demographics as driving unprecedented changes in the fashion industry. The decision to expand its online channels came after recognizing Douyin's unique advantages in content ecosystem, social engagement, youth user base, and user activity levels.
“Small-Town Fashionistas” Fuel Lululemon's Chinese Growth
Lululemon's expansion into the "Sunken Market" — small towns and rural areas outside top-tier cities — has proven successful, with Q3 revenue growing 39% year over year. China continues to be Lululemon's fastest-growing market globally. During November's Singles' Day sale, Lululemon joined an elite group of 12 brands, including Nike, Fila, North Face, and Anta, generating over 100 million RMB in sales. According to San Yan Ng, Lululemon's Greater China Managing Director, localization has been key to their success in China, with over 35% of revenue coming from products specifically developed for the Chinese market.
From Soap to Social: Chinese Bathhouses' Radical Rebirth
Young Chinese consumers are radically redefining the role of traditional bathhouses, transforming them from basic hygiene facilities into lifestyle destinations that combine entertainment, dining, and social activities. The shift is evidenced by trending searches on Meituan for amenities like 24-hour service and buffet options, while bathhouses are adding features ranging from e-sports zones to children's play areas to cater to diverse lifestyle needs. This changing consumer behavior has prompted a business boom, with Meituan reporting a 75% increase in bathhouse vendors and a 25% rise in first-time users, as these facilities evolve to meet modern consumers' demands for comprehensive leisure experiences.
People's Park is a newsletter that offers unique insights into China's dynamic market - the world's second largest economy. Founded and edited by Frank Ye of Brands Without Borders Ltd., the publication weaves together perspectives from journalism, anthropology, marketing, e-commerce, and branding to help readers navigate and understand China's rapidly evolving business landscape. Subscribe here:
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