Temper goes trending and casts a net upon all that is throwing tantrums in the world of China Fashion and Urban Culture across a variety of global sources. This makes for a collection of largely non-original content dipping its toe into the deep indigo-dyed pool that is the ocean of Middle Kingdom fashionable astonishment.
“1” Is The Loneliest Number
The No.1 trending topic this week: Double 11, aka the world’s largest online shopping bonanza originally created in 2009 by Chinese e-commerce giant Alibaba in celebration of China’s “Singles’ Day” on 11/11–given “1” is the loneliest number. The festival was soon adopted by all major Chinese e-commerce platforms to become the massive event it is today.
The spending fête 2022 edition kicked off its pre-sales at 8PM on October 24. Compared with pre-sales starting on October 20 or 21 in previous years, this year’s period was shorter. This shortened timeframe was directly linked to the country’s 20th Communist Party of China National Congress taking place from October 16-22 and a first plenary session, where the Party presented its new line-up headed by Xi Jinping (who’s embarking on an unprecedented third term), happening on October 23.
And in the ever-more competitive Chinese market, brands have tapped into omnichannel marketing campaigns as well as livestreaming to increase sales. Further heating up the competition in this regard were Douyin (China’s OG TikTok) and Kuaishou (another popular Chinese short-video platform), two growing new forces in the industry. China market research and management consulting firm Daxue Consulting brings you the Double 11 key takeaways right here.
The shopping festival is also gaining popularity overseas. This year, Alibaba’s global online retail marketplace AliExpress designed several themed shopping experiences including the “Keeping-Warm Selection,” which introduced a dedicated page with energy-saving and cost-effective warming products to help customers stay warm and lower their financial burdens this winter.
Fun fashion fact: Due to the energy shortage in Europe, various “winter products” including woolen sweaters and warming leggings made in China saw exports spike to the region recently, according to state media outlet Global Times.
Editor’s note (November 15): In the days following the conclusion of Double 11, neither Tmall nor JD.com announced their GMV (Gross Merchandise Volume) results for this year’s edition. Depressed consumer sentiment in China and people starting to put quality over quantity perhaps meant Double 11 2022 didn’t “measure up.”
Trending in COVID-19 times — still! With a general sense of pandemic fatigue across the Middle Kingdom, people are in the mood to chill and relax. And a new expression has gone viral on China’s social media circuits: 松弛感 (sōngchígǎn| “a sense of relaxation” in Chinese). The related hashtag had garnered roughly 35 million views on e-commerce platform Little Red Book and 18 million views on Weibo (China’s Twitter) as of late October, with a host of young women sharing their Parisian-chic-inspired outfits du jour, dominated by neutral color schemes and loose fits. Little Red Book even features entire tutorials telling aspiring aficionadas how to nail the trend. Jing Daily, the leading digital publication on luxury consumer trends in China, has all the deets pour vous right here.
But the pandemic has also changed attitudes on spending, leisure and entertainment due to deeper shifts in human values and happiness. Purchases to lift that personal spirit has particularly grown among China’s Gen Zs. A 2022 report jointly published by the research institute of e-commerce giant JD.com, Tencent Music, and podcast platform Himalaya found that more than 52 percent of Gen Z consumers are increasing their spiritual consumption in 2022. One example of said consumer delights are the aromatherapy products favored by Gen Z consumers courtesy of their “healing and stress-relief properties.” Once again, Jing Daily enlightens us all.
Fashion Game On
Trending in China’s gamer wardrobes, then! Gaming console brand Xbox and Chinese gaming platform Gamecores have teamed up to release merchandise created exclusively for Gorpcore-lovers. Named after the colloquial term for trail mix (“Good ol’ Raisins and Peanuts”), Gorpcore is a style reminiscent of hikers that consists of wearing functional outdoors-inspired gear.
Released on Alibaba’s Chinese online shopping Walhalla Taobao in late October, the collection features fashionable outerwear, ranging from windbreakers to anorak jackets and functional accessories in shades of green, black and white. An ode to the gaming brand, each garment is emblazoned with Xbox’s iconic logo and symbols found on its gaming consoles. Dao Insights hits the trend’s right buttons right here.
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