China’s hyper-active collaborations scene has seen heightened competition over the course of 2020, as more brands are seeking out creative partnerships to drive product innovation that can help them stand out from the crowd. Activity was especially heated in the run-up to this year’s Singles’ Day, with limited-edition gift sets serving as a reliable way for brands to drive sales without resorting to discounts. Culturally-oriented collaborations continue to rise in popularity, bringing the arts to wider audiences and integrating seamlessly with their daily lives.

Top Pick: Metropolitan Museum of Art x Game for Peace


Having seen revenue plummet at brick-and-mortar stores in North America and Europe this year, global brands are increasingly using China to experiment with more innovative retail strategies that can be rolled out worldwide once consumers are able to safely settle into a new (shopping) normal.

Of these strategies, perhaps the most important for Western brands has been the concept of a digitally native or “smart” store — one that closes the loop between online experiences and offline retail. As physical stores shut their doors at the beginning of the year in China in response to the Covid-19 outbreak, Nike moved…


Less than 18 months after taking over Finland-based Amer Sports, last week China’s Anta Sports announced the replacement of CEO Heikki Takala with Anta executive James Zheng, supported by Michael Hauge Sorensen in a newly created COO role. With a significant portfolio of sporting brands — including Wilson, Salomon, Peak Performance, and Arc’teryx — Amer Sports was acquired for 4.6 billion euros ($5.2 billion) by a consortium led by Anta Sports, with backing from Tencent Holdings, Anamered Investments, and a fund managed by FountainVest Partners.

At the time, the deal was one of the most notable international sporting and outdoor…


Back in May, American luxury brand Coach appointed NBA star Jeremy Lin as its second-ever menswear brand ambassador. It was the American-born Chinese player’s first endorsement deal with a fashion label, and marked Coach’s emphasis on reaching male consumers in China, where “Linsanity” took hold early on, and saw a resurgence after he moved to play on the Chinese Basketball Association’s Beijing Ducks team in 2019 (he announced his departure earlier this month and plans to try for an NBA comeback.)

  • But Lin’s debut campaign for Coach looks like it could flop in both the United States and China. Shot…

If there is one thing that this Covid-hit year has proven, it is that companies can no longer silo their approaches to online and offline content and commerce. With millions around the world kept indoors due to extended quarantines and greater adoption of social distancing and working from home, businesses now realize that e-commerce strategies in particular need to be tied to compelling content that entertains as well as converts.

It is this type of content-commerce approach that has been lucrative for brands such as Peloton in the United States. Peloton’s fusion of content — in its case, streaming spin…


One of the biggest stories to recently come out of the business world is the dissolution of LVMH’s much-publicized plan to acquire Tiffany & Co. for more than $16 billion. Originally announced last November, just months before Covid-19 brought the global luxury market to a virtual halt, the deal would have been the largest in the French luxury conglomerate’s 33-year history, and twice as large as its acquisition of Dior in 2017.

According to the New York Times, LVMH pointed to an August 31 request by the French government “to delay the deal beyond January 6 because of the threat…


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Owing to the country’s vast population, China’s beverage industry is critically important to a wide range of international companies, ranging from global bottled water brands to soft-drink makers and high-end distilleries from Scotland to Japan. And in the world of content-commerce, while luxury spirits brands regularly get attention for their splashy marketing efforts, it’s actually in the coffee and tea sector that things are getting really interesting.

In recent…


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The global financial crisis of 2008–2009 was a pivotal moment for the luxury market, with major brands seeing demand and sales decimated in key markets like North America and Europe, and the personal luxury goods market as a whole dropping 9% following years of incremental growth. …


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Video-streaming platform Bilibili (Nasdaq: BILI), best known for high-quality user-generated content that moved beyond the niche subculture of ACG (Anime, Comic and Games) into mainstream lifestyle subjects such as food, beauty, fitness, and travel, is making a major move into top-tier entertainment with an investment in film and television studio Huanxi Media.

  • Bilibili announced on Monday that it will invest approximately $66 million for a nearly 10% stake in the Hong Kong-listed Huanxi, and will enter into a five-year content partnership that will give Bilibili exclusive…

The ongoing Trump-TikTok saga (previously on CCI) got even more complicated this week, with yesterday’s abrupt resignation of chief executive Kevin Mayer — the former Disney executive who was brought in to lead TikTok just 100 days ago. Mayer’s move, which was reportedly because he “did not anticipate the extent to which TikTok would become involved in tensions between China and the U.S.,” came on the heels by TikTok’s announcement of plans to sue the U.S. government over the market ban that is set to kick in if a sale is not closed by mid-September.

Added to this fray was…

Avery Booker

COO of Content Commerce Insider: How Brands Create Content to Drive Revenue. Subscribe at https://contentcommerceinsider.substack.com/

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