RedFern Digital

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.

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

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!

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

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.