The TONG Take

Welcome to ‘The TONG Take’, a monthly newsletter on the latest China marketing trends and agency news on digital, creativity and consumer culture in China.

In this issue, we will be exploring how to best engage Chinese students living in accommodation spaces, the influencer market in China and further afield, and the queer ballroom and vogueing scene in China.

APRIL 2022

Engaging the Chinese Student

Chinese students at UK universities have increased by 50% over the past five years and are expected to grow by up to 70% by the end of the decade. Over the last 8 years, TONG has worked with many of the largest student accommodation providers on connecting with their Chinese residents. For the first time, here we share some of our in-house practices and learnings on how to best cater to their needs - whether it’s paying more attention to cultural tastes, displaying leadership as we transition to a new normal, or helping to foster integration.

Check out our latest Trends post for top-level takeaways and must-knows for student accommodation groups and brands interacting with this consumer group.

Our latest webinar, 'Engaging the Chinese Student', was an exclusive roundup of in-house expertise in the student and education sector. Our Client Services Director Gabriel Nicklin , Commercial Lead Rebecca Miller , and Senior Activation Manager Weiduo Chen all introduced attendees on how to best speak to Chinese students, culturally and linguistically. Chinese students tend to operate in a unique digital ecosystem, they are community driven, and have high expectations. We shared some of our previous work that builds on these findings.

Our approach is simply summarised into a cycle of three Es: Engage, Enrich, and Endorse.

1. Engage with your Chinese audience by running social media campaigns, commissioning influencers, and optimising routes to conversion.

2. Enrich their study experience by building a palpable sense of community and enjoyable memories, all the while growing trust in your brand and products.

3. Endorsements of your brand on Chinese social media will follow if you succeed in this, which in turn drives engagement and trust from future students back in China, thereby starting the cycle again.

The business of influencing is not frivolous. It’s serious - TONG in The Economist

Adam Knight , TONG cofounder, recently sat down with the Economist to discuss the importance of influencers, particularly in the Chinese market. Over the past few years, the KOL space has changed drastically with mega-star influencers and livestreamers such as Austin Li, the 'Lipstick King', coming with their own wealth of demands. Retailers only make a profit if a stream or campaign is a smash hit, otherwise profit just "completely erodes", Adam notes.?

There are, however, ways to leverage influencers through more affordable and dynamic means. TONG have spent almost a decade applying our cultural expertise to collaborating with?Chinese tastemakers. Access the full article , which is full of insights for anyone who wants to learn more about influencer marketing in China or the West.

The Ballroom Scene in China

For the first episode in our second podcast series, we caught up with Hal Wu, a prominent figure on the Shanghai ballroom scene. Along with translated excerpts from his close collaborator Bazi, we got an inspiring insight into underground queer culture in China, how it’s developing, and what that means for wider society. While queer communities continue to develop, solidify, and influence mainstream culture, there are still forces in Chinese society that do not feel comfortable with what they represent. Listen now through Spotify or Apple, at TONG 'Tracing the Trend'.

TONG Client Spotlight: Pink Lady on International Women's Day

In the run up to IWD we commissioned the KOL Lady Bagel to prepare some luscious spring recipes for the iconic Pink Lady apples. We combined this with an interview asking her about food and lifestyle trends, complemented by seasonal creative from our design team.

IWD is a value-driven festival, particularly in China, rooted in authentic messaging to and from women. In our interview, the KOL described her journey of realising her dream of becoming a trained chef, graduating from Le Cordon Bleu by the age of thirty. She explained how everyone can exhibit the qualities of a professional chef in their culinary life by working with fresh, high-quality ingredients.

Over the week, our posts gained 2.7m Weibo impressions, 526 engagements, and Pink Lady saw a 28% follower increase.

On Our Radar

Read how some of China's wealthy in Shanghai and other cities are looking to leave China once they are free to escape lockdown restrictions. It's a great insight into how some Chinese negotiate enjoying their wealth in China with the allure of looser controls elsewhere. Get in touch with TONG if your brand benefits from high net-worth Chinese in overseas markets

Listen to this Sinica podcast on China, Europe, and the Russo-Ukrainian War, with Marina Rudyak . It gives a rich insight into the complex dynamics between Russia, its largest ally, acting as a great history lesson and overview of global development during these turbulent times.

Watch a selection of 60+ Chinese films and many panel discussions as part of Odyssey: a Chinese Cinema Season in cinemas in London and Edinburgh, and online. The full program includes exciting emerging directors from China, including films that add to the inspiring body of feminist and queer cinema that has come out of the country.

TONG is a cross-cultural agency closing the gap between brands and people in and out of China. We help global companies and organisations interpret and adapt to a changing world. Our Consult, Create and Connect services support leading brands like Estée Lauder, The North Face, Heathrow Airport, JW Anderson, Chelsea FC and Fortnum & Mason.??

Get in contact with TONG here .