?? Free Chinese Student Report + Beauty, Luxury & Social Commerce Trends
TONG Global
A cross-cultural agency closing the gap between brands and people in and out of China.
A decade of TONG! (Can you believe it?)? We're raising a toast (with bubble tea, of course!) to celebrate ten incredible years building TONG alongside the most amazing team anyone could ask for.
Together, we've empowered over 120?brands to tell their stories and achieve remarkable growth.?We're incredibly grateful for the?clients and partners who have chosen TONG as their strategic?partner. Some of you have been with us for nearly a decade, consistently trusting us to deliver impactful results.?
This report reveals exclusive survey results from TONG on Chinese students' accommodation preferences and expectations and highlights their mental health challenges. It also provides key insights on building a genuine, high-engagement Chinese student community.
Gain a comprehensive understanding of Chinese student expectations and actionable strategies for PBSA and BTR providers, investors, and universities.
Each year, TONG Global supports young Chinese talents worldwide, helping them bring their artistic visions to life in music, fashion design, art, digital animation and beyond.Through the TONG Spring Creator 创造·春 program, TONG Global provides a launchpad for these rising stars, showcasing their completed projects and offering opportunities for professional collaborations.?
Leyu Li is a shining example of the Spring Creators program's impact. The?article below delves into her artwork, Mulus Guide. We're incredibly proud that Leyu's work, with TONG Global's support, will be showcased at the prestigious Dutch Design Week 2024 .?
Rihanna's recent Douyin livestreams have made waves, promoting Fenty Beauty and engaging with Chinese culture. Her PR stunt in Shanghai, making traditional jianbing, earned her the affectionate title "The Diva of Shandong," topping 200 million views on Weibo.?Read More
At the China Beauty Expo, "Young Fresh Meat" stars like Lu Han are back, driving massive sales as brand ambassadors. However, brands like La Mer and 5 Doctors find long-term success by aligning with influencers who reflect their core values. Read More
Top livestreamer Li Jiaqi, the "Lipstick King," returned strong with his 618 shopping festival campaign, generating 2.6 billion RMB on day one. Despite high commissions, influencer-based livestreaming remains a powerful tool for quick sales and visibility. Read More
Luxury with a Mystical Touch: High-end brands are incorporating traditional elements like astrology and feng shui into their jewellery designs. This strategy resonates with culturally-minded consumers seeking a deeper connection with their purchases. Jing Daly
Gen Z Makes a Statement: Frustrated by low pay and long hours, younger workers are expressing their discontent through fashion. Their adoption of "gross outfits" like pyjamas for work reflects a rebellion against traditional corporate culture. Business Insider
Culture Keys Emotional Marketing: In China's crowded market, brands win by appealing to emotions, not just price. Stories and cultural references that resonate with Chinese consumers' values?are key. Data helps, but campaigns that miss the mark can backfire. CBBC Focus Magazine ?
We are proud to welcome new clients to our roster this month. The addition of 1Hotels, Cowshed, and CBRE strengthens our expertise in the property and personal care sectors. We are excited about the opportunities these partnerships will bring.
Our superstar Activation Manager Milly Qing Zhang?had the honour of curating a project in the “Maritime Echoes: The Story of Stone” exhibition during London Craft Week, organised by the Cultural Section, Chinese Embassy in the UK.For Milly, this wasn't just a project – it was a chance to share a piece of her heart and celebrate her hometown.?
Here at TONG, sharing the wonders of Chinese culture with the world isn’t just what we do, it’s the very essence of who we are.
TONG Global 通 helps leading brands interpret and adapt to the ever-changing opportunities in China and Europe through digital marketing, creative production, and strategic consultancy.
To find out how we can help you contact us to set up a meeting with our team .?