Marketing
September 9, 2022
Niche brands pushing a feminine French aesthetic are winning over Chinese shoppers’ wallets with the help of savvy social media strategies. What is next? Image credit: Rouje
{"ct":"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","iv":"4fc2d56dcb7552f8789d55d423f4cbec","s":"8f62ad24ad5411b6"}
Share your thoughts. Click here