Avery Booker

For luxury brands, taking the current Covid-impacted softness in mainland China as a cue to reduce exposure to the market is the wrong approach.

Short dramas are racking up hundreds of millions of views on China's video platforms, but producers are grappling with how to sustainably monetise the format.

In-person events must adapt to the demands of younger Chinese consumers, who increasingly demand immersive and engaging content from luxury brands.

Beijing's ongoing crackdown on celebrity and fan culture has seen brands searching for ambassadors who are less likely to attract controversy, such as subject matter experts, athletes, and mature influencers.

High-quality branded content offers a way to convey brand messaging via streaming platforms such as Netflix that generally don’t allow traditional advertising.

While ecommerce livestreaming is likely to see explosive growth at the lower end of the market, it may ultimately be less influential in driving luxury sales.

The tech giant appears to be taking a more conciliatory approach to appease Beijing, whether by choice or force.

Rakuten is in the midst of a global expansion that has seen it make inroads in the U.S. and Europe.

Having seen revenue plummet at brick-and-mortar stores this year, global brands are using China to experiment with more innovative retail strategies.

China’s e-commerce boom has brought with it a major trash problem.

The best way to avoid collaboration failures is the simplest way: to for brands to do their homework and ask clear questions to their in-house staff or agencies.