RedFern Digital, Room 605-608, 6F, Australia House, No. 80 Pingwu Road, Changning District, Shanghai (2026)

03/07/2024

Last week, we attended the AustCham Shanghai Industry Forum on the topic - Adapting to the New Normal for Social Media in the Education Industry.

During the event, we heard from acting Industry Forum Chair Michelle W., Country Head - China for The University of Western Australia; Lucia Huang, Digital Engagement and Recruitment Manager, China for The University of Western Australia; Yvonne FAN, Strategic Partner Director for BE Education; and our own Ryan Molloy, CEO of RedFern Digital.

A notable shift when it comes to Education Marketing has been the increased adoption of digital tools. To reach potential study-abroad students in China, universities are hosting online open-days or live-streamed university tours, along with working with alumni, current students, or other Key Opinion Leaders to share about the university and campus life through Chinese social media. With video becoming so prominent for marketing across industries, universities are also opening up Official Accounts or encouraging students to share through video-based platforms such as Douyin and Bilibili.

When marketing to potential Chinese students, universities need to remember the importance of parents. Moreover, despite prestige and ranking still being a major decision-making factor, parents and students are also looking beyond academics. Increasingly, the resources and support services that universities can offer, along with what the lifestyle will be like abroad, are swaying study abroad decisions.

Thank you to Simon Woods and AustCham Shanghai for organising the event, and to Benjamin Day, Manager of MEL BOURNE Brunch & Bistro for hosting.

03/07/2024

The sales results are in for the 618 mid-year shopping festival in China...

Having ended just over a week ago, this year's 6.18 festival was the longest yet in its history, spanning from May 20th to June 20th. Despite its extended duration, the combined Gross Merchandise Value (GMV) of major e-commerce platforms dropped by 7% compared to the previous year, totaling RMB 742.8 billion.

Traditional e-commerce platforms generated RMB 571.1 billion GMV, marking a year-over-year (YOY) decrease of 7%. In contrast, livestreaming e-commerce platforms saw a YOY growth of 12%, contributing RMB 206.8 billion. The top three traditional e-commerce platforms, Tmall, JD, and PDD, maintained their positions from last year. On the livestreaming front, Douyin held the top spot, while Kuaishou surpassed Taobao Live to claim second place.

These GMV figures highlight a shift from short, intense shopping periods to year-round discounts and livestreams, diminishing the urgency and excitement previously associated with shopping holidays. However, the growth in livestreaming e-commerce GMV underscores the ongoing potential of content-driven sales. Additionally, brand-owned livestreams continue to grow in popularity, with 47 brand-operated livestreams on Taobao Live surpassing RMB 100 million in GMV, compared to 34 Key Opinion Leader operated ones.

Despite the overall decline in GMV for 6.18, many brands experienced significant individual successes. On Tmall, 365 brands exceeded RMB 100 million in GMV, nearly 30,000 merchants achieved over RMB 1 million, and 1.9 million small businesses on Taobao saw their GMV grow by over 100%. Among brands on Tmall for less than three years, 576 managed to secure leading positions within their product categories in terms of sales results.

This year's 6.18 festival results signal to brands that festival hype alone is no longer a sufficient or reliable sales strategy for China. Instead of relying on short bursts of intense activity, brands should prioritize long-term growth and building brand loyalty. For success in China, brands need to cultivate a base of repeat customers through content-driven engagement, loyalty programs, and unique campaigns or brand collaborations throughout the year, creating sustainable brand value.

For more information on how to grow your brand in China, reach out to RedFern Digital today.

11/06/2024

ANNOUNCING THE RELEASE OF OUR LATEST ISSUE OF THE RED EDITION

We are proud to launch our June 2024 issue of The Red Edition, covering a wide range of topics across Asia, including China, Japan and Taiwan.

In our newest issue, Ryan Molloy, CEO of RedFern Digital, shares his takes on where the market is headed for Southeast and Greater Asia in 2024, along with suggestions for what brands need to focus on to succeed in these changing markets. Moreover, we have also included an interview with our Commercial Director for Spain & Latin America, discussing the China market for Spanish and Hispanic brands. In addition, we take a look at Taiwanese consumers and the latest insights on their preferences and behaviours, along with key stats about the current E-commerce landscape in Japan.

Click below to read now!
https://redferndigital.asia/wp-content/uploads/2024/06/The-Red-Edition-Jun-2024.pdf

05/01/2024

Welcome to 2024! Even as we enter the new year, we’re also taking a look back at the unfolding of the Vietnamese e-commerce landscape over the past several months, focusing on the two online shopping festivals: Double 11 and Double 12. In the following article, we discuss the e-commerce trends and consumer behaviors that marked the recent past, as well as anticipate how the E-commerce ecosphere will continue to expand.

Click here to read: https://redferndigital.asia/worth-the-read/ -end-of-year-shopping-festivals-promotions-wrap-up

22/12/2023

As the festive season unfolds, the RedFern Digital team extends warm wishes of joy, peace, and prosperity to all of our friends, family, clients, colleagues, and loved ones!

This has been a year filled with awards and excitement, and we're certainly looking forward to what 2024 will bring.

Merry Christmas and Happy New Year!

14/12/2023

Deep Dive into the Chinese Hair Care Market: Key Trends in 2023

The last several years have seen a significant boom in the Chinese hair care market. As the education levels of Chinese consumers grow, the country’s disposable income per capita is increasing rapidly, having doubled over the last decade. With the growing consumption capacity of the population, people are pursuing a higher quality of life, resulting in the accelerated development of luxury industries, particularly within the beauty economy.

With this context in mind, we can understand why China’s hair care market is expected to grow in both size and sophistication over the next few years. With a 5% compound annual growth rate (CAGR) and an expected value of 70 billion RMB by 2025, this market is no small pond. In addition, increased awareness of the process and benefits of a well-considered hair care routine has seen a shift in the function of hair care products away from just cleansing. Now, a consumer can expect their hair care routine to have any number of diverse effects, such as softening, hair growth, and scalp care.

However, these new expectations from consumers have not appeared out of thin air. They stem from pain points in consumer experience that have been realized with consumer’s increased desires for a higher quality of life. Key pain points for the Chinese consumer include hair loss or thinning, flat hair with a lack of volume, overly artificial or synthetic products, and scalp issues. The market has responded accordingly, with accelerated growth in relevant subcategories.

For more information about these subcategories and other market trends, read the full article here: https://redferndigital.cn/worth-the-read/ -dive-into-the-chinese-hair-care-market-key-trends-in-2023

29/11/2023

CHINA’S DOUBLE 11 FESTIVAL 2023: Trends, Growth, and the Rise of Local Brands

China’s Double 11 Festival, also known as Single’s Day, concluded its 15th edition this November, marking another chapter in the country’s colossal shopping extravaganza.

Widely regarded as a barometer of consumer sentiment, this year’s event showcased notable shifts in trends and highlighted the increasing competition from domestic brands.

While several e-commerce platforms ceased reporting their Gross Merchandise Value (GMV) for Double 11 since the previous year, Syntun stepped in with their own calculations, revealing a staggering total GMV of 923.5 billion RMB across traditional e-commerce platforms. Topping the charts were Tmall, JD, and Pinduoduo in terms of GMV.

Livestreaming also played a significant role, with Syntun estimating a GMV of 215.1 billion RMB, led by Douyin, followed closely by Kuaishou and Taobao Live. The combined GMV across major platforms, both traditional and livestreaming, reached 1,138.6 billion RMB, demonstrating a year-on-year growth of 2.08%.

Despite the continued growth of the Double 11 Festival, the fervor seen in past years has become much more subdued.

The theme of this year’s festival was low prices, with Alibaba’s Tmall tagline, “Lowest prices on the internet”, followed by JD.com’s “Truly cheap”, and Pinduoduo’s “Low prices, every day.” This theme can be seen as a reflection of purchasing sentiment in the country, where Chinese consumers are looking for cost efficiency and high value at low prices, especially as they become more rational in their purchases.

For more information on the top successes during Double 11 this year, how Chinese brands took center stage, and what this means for foreign brands coming into China, click here for the full article:
https://redferndigital.cn/worth-the-read/ -double-11-festival-2023-trends-growth-and-the-rise-of-local-brands

09/11/2023

We are delighted to have our CEO, Ryan Molloy, speaking at a CIIE Seminar this Friday, organized by AustCham Shanghai and Australian Trade and Investment Commission (Austrade).

During the seminar, Ryan will be speaking alongside Frank Li , Kristy Chen, Sophy Liu, Rong Fan and Roy Ren, on the topic of "Entering and Succeeding in China - HEAR FROM THE EXPERTS". The event is in support of AustCham Shanghai's Marketing & Creative, and Food, Beverage & Agribusiness Industry Forums, and aims to provide insights into market entry strategies and practical guidance on navigating the Chinese market.

Any brands stopping by CIIE and FHC can join us for the event and expert panel, to learn more about their opportunities in China!

-------------

Details
Date: Friday, 10 November
Time: 4.30 PM - 6.30 PM
Location: Zenith Showroom (Wheelock Square)

Scan the QR code to RSVP now!

06/11/2023

JOIN US TOMORROW AS WE DISCUSS VIET NAM'S CONSUMER MARKET - INTRODUCTION AND OPPORTUNITIES FOR UK BUSINESSES

RedFern Digital is excited to be joining the British Consulate General in Ho Chi Minh City for International Trade Week 2023, alongside British Chamber of Commerce Vietnam and Dezan Shira & Associates, for a webinar discussing opportunities for UK businesses within Viet Nam's consumer retail market.

The key topics will include:
- An overview of Viet Nam consumer market – Dezan Shira & Associates
- UKVFTA: What is in it for UK businesses – Department for Business and Trade Viet Nam
- Routes to Market, Channels, and Brand Building – RedFern Digital
- Success Story: SmoothSkin in Viet Nam – Vatico

🗓Join us tomorrow for this FREE webinar:
Date: Tuesday, 7th November 2023
Time: 9:00 AM - 10:15 AM (UK Time) / 4:00 PM - 5:15 PM (VN time)
Registration Link: https://britchamvn.glueup.com/event/vietnams-consumer-market-introduction-opportunities-for-uk-businesses-91730/

17/10/2023

Last chance to register for the China Digital Summit, happening tomorrow, 18th of October!

The DIGITAL+ SUMMIT is coming in Shanghai. A must-attend event for all marketing, retail, and tech leaders focused on China. Join us for a day of intensive learning, actionable tips, fun experiences, and networking. 🤓👇 More below.

DIGITAL+ SUMMIT is centered around the below 3 themes.
1️⃣ Customer Centricity
2️⃣ Emerging Technologies
3️⃣ The Future of Retail

THE EVENT IS PACKED WITH VARIETY
✔️ Expect inspiring keynote speeches
✔️ Engage in thought-provoking panel discussions
✔️ Witness cutting-edge technology showcases and
✔️ Grab networking opportunities

WE WILL HAVE
✔️ 20+ speakers delivering actionable insights on digital China
✔️ 300+ industry professionals from prominent brands, tech companies, agencies and more.
✔️ 5,000,000+ digital reach

Link to booking your ticket and learning more:
https://chinadigitalsummit.com/

Be there. Get inspired. Get connected. Get ahead at DIGITAL+ SUMMIT 2023!

China Digital+ Summit Ashley Dudarenok 艾熙丽

13/10/2023

Ready to Conquer E-commerce in The World’s Strongest Countries?

More brands than ever are expanding internationally, and if you want to be a step ahead of your competitors by opening up a blue ocean scenario for your brand there is no better way!

When: Weds 18th October at 2PM GMT+1 (London)

With Jonny Staker as host, and speakers including our very own Ryan Molloy, Taqua Malik, Martin Zerrudo & Blair Forrest, we share the inside scoop on "Conquering Global Ecommerce Expansion In 2023." Get ready to unlock the secrets to a successful entry into Europe, Asia, UAE, USA & Canada!

Here’s the game plan:
🥊 Introducing our esteemed masters of their respective fields, and why global expansion is more important than ever
🥊 Demystifying Europe: Why it doesn’t need to be so daunting, with Jonny Staker
🥊 Sizing up the U.S. opportunity and 6 things you absolutely have to get right to win there, with Martin Zerrudo
🥊 The Age of Asia: Mastering and scaling sales into China and Southeast Asia, with Ryan Molloy
🥊 Is it the Right Time to Expand into UAE? The Opportunity in Numbers, with Taqua Malik
🥊 Showing you how to boost your revenue by 10-15% by selling on Amazon Canada and getting setup in less than 10 days, with Blair Forrest
🥊 Summary and what to do next on your global journey

You can sign up now and join us live here:
https://www.linkedin.com/events/conqueringglobalecommerceexpans7116006383883333633/theater/

Don't miss out on this incredible opportunity to learn from true trailblazers in the global expansion space! The recording will be made available to all registered participants.

13/10/2023

Last month, RedFern Digital was invited by Australian Trade and Investment Commission (Austrade) as a panelist, offering insights into the Vietnam market for a delegation of New Zealand and Australian infant nutrition brands. Ashwin Pillay shared invaluable knowledge about the infant formula and nutrition category, discussing topics such as market trends, localization strategies that resonate with Vietnamese mothers, and the crucial adherence to stringent regulations.

It was great to see the enthusiasm for exploring the Vietnamese market and to witness the collaboration between New Zealand and Australia! We can’t wait to continue the conversations started at the event, and look forward to the next steps in the brands’ Vietnam journey.

RedFern Digital

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