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":"3Qlot9YczcTq9eyHpwd0j31LVSTFZBXOHpAtE14d79sMGPlvgM8qp1Hz0\/iLuAPpW6\/xpnNXTYORjRJo3JJJJ1fGnmnt3Te8z6NvCT9ACdT1pvJ1ODV1w25+o1+qiJJnc+RNx+1ZGZrqUOX6yNwyvStFBdnH3wbuokzZkWQjzP91LR0Bm8gksCjTlajPyrhYnA\/33YjfQLvtJUGQF9\/9GVAajw76QzVIZzoVV1smrg3UcKXFMUUb7cBq6MC1loqzpFQTN9qrGN\/IFMqcS\/iO1Ub4TnuDIhi7Ja7qfvCLPkTJSbK08krMDLgdZcTJk0vJfpERuEPQyJJBMb4\/RDSPKgP+Q+Btp7IXBzy2XNnxsWyxN8WrylPjoMLcsGHMHaOtGHXV9wM5tvp\/TdAD+M+rjrIVrdNLKtXBbhYpP9aukzeH1a450Ey9l9OUsrEBoX+Rgw2vaHWldAFgFgZO2xUwc4BnOGE3QMJ1W2lncIYDm3Tp\/x9VJNbe+NHM+oddg5Q6Hi94RgGDeyGWW+DTTzROnex3YWP3zRxkaGTPEw94CdzfDLaM2ga7Iwj4IAc6XoO2QvWfGySDZfCblVEVqwRWGybC40dxf92auATD8LR2RzXrLSkpb01hCcf+uudeq75a+vhXSZg4ZRxqWQZhC73w6Lho+Wb3syO2w+bx47lP\/9jXzNcD5LAHmon74oW5hLf6WBEk7q8wAs87yMubtH7tuWtmmJSvn6ZDuQ75a+wP8R\/G6f1ByWPV76p3raRrpg0D28\/LT4Owcza8NzTh5aCZwxMMNVNIus313V2Z3p+rnKbnU2r63WMPqdpa3jhgxWyzXqR2CnrjvtvaOfZfu1kCSzfEUCF2wZUe1ZQLc8u9Bu74rxCpQTkGru\/H\/jfFi6MPlszrYcBm8ZM9I8BdgGijH1ydNCLVxh2v8LaU+06Wn0ijKd7jo2ra7rIDYtUi6rLg+CIstPShV0TZkbacxil8+Cc0GDEtd00jqhjXzGK6RhisCl9U+gW\/whHlloRxT3pCK6lC54tmNH3eQYljFupft+m4GtK5EqnXaxrPGmlJvSBVL3\/WULOAFTG6aO9YmVy+epUidzdzPom5wAH5EasF8+lEsdYl+2aUjUvHjmZPnjqStk4B33KnNRiCQ\/8cjS5HDDoqGTFT6BIz862EZzGahIgtjSdvNE1bU1jbsvNbgmPbE7pbikUe58PU31Z34L+R2VhrqQZowx875cVuS2uTakuYxHB0y2sODiVUYG4t3aJMENYb6Z+7Uv\/U2O7rXJVbdnfd7GElE8t8PU+PXEkcfumFxc\/2EK1CRXUM0Jz0tZ6pIx+ZJqPiwmdbkmT3+Ml0+TRErAJWRyAD9KETwqnBIj7pTBG2n8tyGVElUhqXtmtet+wvuzHtsEjqxQvcU0xcK518frGb87UD4uCXGKELVsN3McDee3ZShk63UJovzrg7YaXXWGuMdMolUo3w3+8qPqDz4DjBzrXe1iT2WqJBuKSxwLg2mLS7ZoQnbiW1Ymo5LGxxmBnAKaFrqc9BAiwOfA1A1dTAraLQYWCMUnyg22ztMvuL59QKbe3aXV5F5rO93yGJpzclvPy1VeeBpmvRQ5S4sc72R\/L7VNKsKMamwNVwMFR5TOq73oZK2wBRVD+inIB\/wjcqnJehp3rSEvGxOxIJlKSkPsKhox00kDU1FgE\/EgMmHUGkYEQda5tNhiXqGQRIkHJ3hDKpFQedF5PgGpxj8SAxaXRGXACVnQKckbziAD6Ap3mjrOyumu8XnTK6lxtE1NKcQ2B\/IpyCBBAhZwqRrYHnc\/mn6MSJHAB1twHuOR0D1IhRWBnxAAsi69WnTppPgjUyRqUGdwBmWTZouivYZw\/+JTaUCeiKd4lBtUtrokNP1v3CC4PEWkWhkB8hO7wWMveTYRHFnT3oq7GNZ2LKU12aZpuO3HwDr8Rc1ddfvhkIFxeEp2AVoPY+8DFKXImzL2YxSkrLsltjT\/RJmwtrjc6SBWgv7I7F5XZ1xiCeAgUR0\/vm54ncGxtjI28Jw1W9p9bsqQ9\/W\/5Dgi\/cv7ktRg\/a\/2QJe51XjidBIaKJ4Rv8GVhqI86iO7OrTMhh5R4KddmZWb34taj1INy7F7cBBnqtfpAUFsgFEodOPCK+r8GjAnNeOXjFvgYWAs+nmFg+UivuyQAnLuV3CrWGZ14wWT6G68O2uavWSzfCDZN4B+880LNot0fdUwNjd8F4Zp2fy6Ryk4owVslVIPhNB4jxw3UB71LhqC7emrmSvt4YOFiPMpVwIzNHNfWXLGgT\/m+wrzoseiZWb3RC6mmNbxW9nsqaL1YB8mOSiQ53gA8ulN\/49PL7YM+4fQ8qZByK5AUvkXl6qDYjkGwgea\/Yoe9s6wSo57wsQubxF3tuSKL8SV2OuAHUOnYTq1GWPlbWQfJ2pbRgvaMagHPyOYYfsD\/f8GGaSUgyHAigPjtFjwIciFTUN1jOl4kl4dnRmvbywWEz7LB5Cv7xCjKYAy\/qWLdgrFFolGpT5+5Ehhu5rtOMns8JkPaEC0yp9MrBIYf3z7cT5mPkeb19QfUNyfyfWJtxX8TEGyWLob\/YOtSFznXqRuAScVHh5HpxOxGWgBWhOHSRw2yWjruUznnS5DrPetOmog2\/cwUc7qkqkC9c65dSngmt7YeJFSDCyYTm3Oz4oibtome9VnxqUZ6lTvVGxFOW0OFA3XmTu7TH14Ldt8IKo0l8y4SK+MXnJmFc8wUqIyFN09L+8O3\/ooQ6jcTxq6Wpd01PFMDZZ5+WzUAiJJgZrwq\/N0b9TFd9D8K\/NWmJ+4g5ZODgj0gED5s\/MZ3zc0PqCfPr6lIKLvc+gb8UgH3zDwI9z\/9WcrC\/s2xIeew2m7YDqlS31rMWBRZBMKjPcHfCf\/tn+rZgqRLIbgR5m+rlb1yvhwNhAXKIS2kyMB9fBodfR6J3ClQrPTOwSv89XUWTGMvCXXmXt7OQKlhjVkHu\/xp0UMKLAQoGlz250jcgKmvTTXDLBTYqgF6NWMJhIgIvh06mWmDHeSfiC2iBMfc\/tKeHMtMuzHfNbThWWNlq3oTxcm7hgPbvvCQGseCNbs3g8fSM1td1liTXw+lB5zICNQpcpGpEqXr\/DCUHGFHfB6ndEm79PIq62uklt4r9xhHVMJPSMiBLL59Gr9VInvT21SGVSpWpbS+7\/PZ5FT5qhugKuxBV7NNvyGtEDJj7iFpOPnFKtvnPbrlWhm5jbmN4wChGItkX9c37vM3LS0zHQzfgqdurQpmP5SQYEmxfoS6BKNt+rJDqn83Fy4OIRcrPd6zNPEaNsOTubvAdz5JypXn3o5YDrQ8\/BdyTHCiFZ88vsMyvl+TrSTPyj0D4R3qfC1kD0n5HyrOUNNToaPYYuSld1M+sITiM+gkJdOqIfygIG8uSJLoFGB91+QFdZNG7tP0gm75ECb9lEIkt6Zv51afrj1zwR8McFRCpKW+KEIaCZR29GCcr1383qh12hm1mWTGOqt6v0iBNPG8JTRes+vMzA+iRMesyewPOR6RAfgbev7pFv4lrqV5a++HUuq\/uRZd1ROKVvIuNieLkVnnY4vhY+PX1gG86xvJo1gA94q\/wbpTQ7nFXOPTbHgS1onP7GU7UMTeGBNmSpJ1YhHvdxhJhvISBZ9QjKogkvGYVL4q8xbCjF0a28zW5Kl+PxSqkxYSp5ULLFgjKryPYNf4VAdE6T24wQ5RQW8oNDSTBHaHB13CDQWU7jGG9z0vEPqZDd28dQcwWhkT9yd995FqWQwXa9JLlGdexjod9kcQTMif3\/kXkK\/p5+K56bEJNC+GeGi+JY2JgeSNh+KGTyHFq5ZLtRkpBbYZR32yYF\/ZAEMmOzLBNHj+9QUyXpk\/ZdAVR8tFJqAytBPQ6sFr7vk6jjfEmBFpE6jswlQirQdXMNb4ii8SIKFFugLUutG4Lj3coebGhOsz3l6VYsKerBoSB1IFxCU\/KimcCukCAPc0XGVjdraR3gbx7azGPmcxFoPxQvJ4Djx8b3B2TuazmesNsr9c+898RHD7qhVGZxcQgWUjcJfXHyW0at+9G1yfIgwbZfMs9KI2iuvxOFB\/zvhXewpnc2bFS2RyP\/WoX87h3ePKjWKLkb\/y6yqMqAN4eL00Wtbl9XeJ4KWiE4su5beC\/bbEfeq9xQ1k6Zto1Paq+y0PvSQdOECop6eZ2m74Vkm4val1iS64Y3JvpwweKyVnr26ATNwET8qRJISFQ6rvpdKbpN1ovxNqT\/9xaP3Yj50gCAsGHbw\/nT3ISPn1xrK\/gWmgRRGL266HM58Y1S9h69ffplvqy30hqpx9JCn5EVJlSxzDAjiLezloA9oUeftNGvC7660aA7MQLkrcED\/roQYEN7R4OAlb+ZLM+xnidEE3B9Q0YF999UHeIrx7VBoYoEDydozqETMwLiW2a0XAkOfQOVXG7DXpBMYmNYjlNVDOPd9DD94rQMqolGGpsd7SWpQEyz97wuMSbLmtVXafjDv47FZ7v4vJQbxsF4zV3Xy7tIJ0KUda73UlLtulq1IUQEIYUzy42ODenA4cSQ5GQzK\/6e6d7lFcQFfF8Y4fNMb8e19Eac6cMR6nJ4PicciFARoRpoeQWOjHenHPX9P4dXsjTQDN5Cv\/fBEbMmMjirGDfAOcasQBQk7dpt\/1Spvcm54782vf1V7ihc8eAG\/r10sziPuTcK6ou8y4el1CdWS0zpRs3wnKEheyO2DBiYkbiVsdIWQhqXtrskmOR+6E3o6cSgVe6hQ2c1cJdzevWM9ICFnTTvAsF1A9F0pgx3eZ4Jn23Hz3kdx2clouedag+Gmvu9yiOGLIzkJclOh1sV8KWHXdeomiqDA4VVBc7zQ2soxBs2y0PE8lPLYy1fE0kLwE8RZYpJ\/ZsnpyGh9349wnSdzbsBvtxxMpwqcRpZcVDiGVuXlpNFk7XVuVO\/ZRW7TZiNlD7gNBt9CPZ9JcjTTa+CUEoKA3lJxgCGJ4YFLwIdV4nAGmbC2UcX2r7Ycf6yQ8hLdrEt0LpJwPHecJfxmQ0xcyniy5hba5h+eLW\/oz0Ji+j1xKhC28VxG\/Y0\/T\/97a00jL+qw8Q64h6dSOC9UxRNI1JymRggbWIjwTDCiq8NXCdDebgdfTtZ4qFAhRPMVCbItLnf4L95v1mUvbR1RBJWrXK0A+UlLbHWQYeghSz2JWFdOtWKSBQbdmWIWHjHMWXjj\/0XVquN8aHm7wY62Gsh0nTHnadI0YuEaklRUMa3iVAWyRqsL8ddfyh0zZGx91o4q5HW0fhJrQskhUPRHn\/H+DlF5ExQ8VPq9isVqP0AtPhCXx6GDoFNKp8CZ1ThJ\/KmqWJWKKMfJenhHWvayRxQNzsN9ddg4b0ctTjuzFFzK\/opFCMikzwTj012nKVaPytifV+PlmZth\/3Xkbh3rbaUnD+WJXLAe8fEmpOjVdahUlyC+hiC7P+Dkttmf0ofP+9LsMGzsf7RSr2gxevTvDQ6nhlLL7hX\/GTYVmmTGofoOZatM0LJ\/fJ6gcj4Ulg+o7dzWeegpgEkhe+lhk1KkboDp8wRIaUt7j1JvttOK7GN1Tgo4sYeA56ELgvDd9ns9rsclplce7DAq9vzykjVM6\/prFH6LUaY+x1SBl34ecdQQy7aor\/h8thlnz\/EB59CDR8pu7iq1GSWtsQHf0oP9+NcrIzqQC30tkJCKdySawX+y47p3\/oJ+SWcPYJRdZEvi45fNiPoEHP1zsDyCWo1CptBSXo8U5mvD7ws6Y5g43hK04tgD+K5qcaWNAXoTLpmEwXSoZtAPcXlupdjLyZJxlsh8zPJVtF1Jd24OES\/Vk5VtGc7MaBhzBn8QjLwnQPQc7k7v5nzZRkqyn2A8x\/VuNLjZbknXuvcoq1ilUlZQxJ6TIk9W9kh3Y+P13CmVrn5nh5odSmxXvnVtx7QwrHxvXU2OzVbccBsE8DIazb+EiaQ168\/1hucAOg2Lwmm8I+gKgMhkAdII3mRijk24DbopkFn2EmbOzFLfAFqib6FhogfYeVSf51h3ThqOC7RcSPpaPyYzqaR9+TYRm97vqLsua3+72fSCZj1P6RstkeBq7HxEEbeKuPxlGuOgserj\/h6dE7gxHI6ScU33Z7Z0oqEdJKwuECSKi+wcbfBYrWmmik8DG\/RMWU3Bdo2iS0tmnfG3wHh72NTBSp3gag+9IJXs39+pwzwHqMnKL\/qzVjjZ3iaW7PVcmoZkbta7QmSuO\/1EE2JnRTdCg4QH7bzGHbHZAvt7z7b7XqO+ehzDiQfNKncqwgfaF3txAH5SCl78ccro1xrilPXoXD8UZCK\/y66QV2VuTJGSqlaYic00BPmNdHGJvN01cfQ06b0YMvZrFy0pBdPwzthgLkFt8ASoNtbrisGiFN5r5vPOJY9L7EqSLK3\/O4joXsjyHg8Wl+krnUneo3QOrXTVWeE2OIB8SF21dbRptYjlFzpmGAq4O21CxVVtWOVl8tWMTiaj5tK09OV1rAmQDO79gxb0Ww\/98LxRrOXz3tglMLLGkZPiTnxWGGpwJkUQVswN4u0h5QCvIwapJgdmbUrw9PQdXOc0yecLmh0lugxiq0DUR7ECBOXQ1F5bqHDFQabRIv9KPgR3TMDo3Aupwi\/c8lwTs4Vk45ExdmS1fgHZzGvHONrkOfbGRwPY87nsvCMciIYc9RYTgYeBytYNXW\/GmOcImuzar6zIa0NdXvKQl6n12SqfDGMY9KWxEpZLuWtlCgIayoU312V2BoQ9qgO6YIbCj\/VAu8gmHGzFbb8MtdqXpPzD2rln8e+dwaoJaNr0leC3cdG9R860gXXuN62iCUrLA\/hdSKx\/pVvUyzz6ipCCf70GbvbgZX6znQsQ60BjWpharODl+x6M8pVuJFri3iDeADYNCaVCFNVKp7tzObFlHfw0wOMlcZg74akiWOztGTP5QbI5lIb8Oj4mM1uL7rQMhO9csBBWNGk3DgE4wUvcx7GDxGyvDMs1m70i7ntkBEUkhsSTXoA0vxq0smK+lpSud+75aHAkdfBmr0\/yQjGAoR5Vghd9\/1GTPbng1ItHWi2Vkzk6DxA7SNQ7Zf4e+xwzF1A8QllPs4sfWLgajAH3HKEfEubs2sW1OIlhZDGzEuA3KMx0Sv3mXSlte252WdoEqI5oD9bSSGPyDph8nck68EHMYDNxcVip5lw7bxndSww4\/UU6+kvd77Jo77f7DhpyuIYzOv2C24xGM5V93aCNrlcEUqz9xUrZ\/RAEACBkQYVbYU5pK6578KWcHokF0QDXr8lfB\/oa\/Rkumy6wpezpCjq4YM+GNqaGQTJpPSlZkSv1C993qIyyoc8hFoTXgbPjwPTweA\/QEo18dH5ms4bfZKvrphEiLlvojxwpNu\/oi9Wa680zEExS9oM3IhBEKez0OAzIDzWR3Mz9Ip\/xFZ8N2oDaHU2U0NSWJfn2nfePkHyAPR5NJopuQvZ9NRKCxX5Y8pktBY5X0EA+aEewAsbuyoLeeWhCym3rHmYr\/+Ej3v0P5b13drtbFYQmwRXJGsmdiKuXJeOOWrj1vZ0iszQJd+ee9Wwat+peVWGFpGW53xoL41JrkX6EdSglTM4Q1OJtEZTa2vNfiVZDDxywVaPKcWK4lLTiteAMRlXQGYvZeSkLdc5XDYN5aDdfM0XJ6LkMnfbEYhtHlDljtMIZAoOv7lFrJP5qUGwuGgF7RWZviFwAOjWtkTRF5dsjmSeDlnIWMewZJylZH1f6pFftDjrZJpSOuk3vPmH5jMTonA48aHB0e6wfbFm3UZ\/zQ0hQr++Z3XZtsSvEnFqlMCxRFDSZQRCpp1vLMsVidc5itEWobnP4G\/sdjBwhD1t0lFtlBGCFlfa6kP+zyCV+j8NDxyeYezL\/oEqolOSBVNVm9bB7Gz5xG3OvPA1BJETwFFcG+sQimB\/YfmeAd4QJr8\/GfgBl02XGb7akkgk\/O6WRyLhr50hZOUjRBhEJspLlp43MDFzX7ONTupq9E2Pkgea1r5BP+Hy4HZlnxsh66ZuIw1hYyQVrUf2t8lnh7c9YVdfb08tRwq5kO+t3N3kcb4ESskOycjuy0LxXL5FE8NC1axKNHvIhkubv8ON6IxxpbLj86craYC47QDPyhmcShoC7BDmxe9okChqcyCXT4\/tDuMrRWI8sE7U9DHKpAnynyT94269Sja6ZuEL9q\/kkfu72ldiAIqa330WCd29zppx1xPPUg17vOTuqlyJ9pVviFP57icd9EgoE5xpXT0s8RfsxVt+bbbcteEzuYWRGJjD3DzboSR+GXsbzeqvWtBLvBQQdndAuK4H0HlXyAnUv5qMhDfwIgskX0lblamUhTOExAp0vDd4Qkdsmh5vNfUsVtVZa4k67UAtFa0ao7M2osuEYY\/Q3awDmdj1R1VV6JfcHF24iWCeW2Y8Q5RYk0NtAj1y6V224wTWUyWi\/BozW0GY\/YZZkAt5eczlb61SCPKsGzENQgimVgj500W2ciL8LB9d3QINxO+cZQPS2kBNK3ly5SY6MaHCBxzwPDTDkq7f6jeGrlYvvXS9kQKkYl7P+RA4ICbkfV+SKTN\/58k7pxPERL+LV1v0aZYKLWEWYZXkuquPMGivSrrmD7\/V5Zr7HqQrjt5SMRGZ\/X5S242m8kVnuh8eV2L0a8TImlwQr0tpP+eLLsWBj3P7V+d0ui2XOV9CZRl137eCH5FVh4h0lgPCFt1ZXfm6SUDEo6KTH\/OLTTKCymLXJvb6upwIgN11A+VvlpdDfTbHj+TywHg2lIp5Z\/sQ2HO1w4ubxDSv\/u0cIQICIZH8xXKUttxWRG6f\/ZbcKaRyfXHv4rZ02orN1Jnz\/m2sWgx7\/BDttBuLNjHLphAZkVl5CsBz8RPfqq5GklLMVR5YRMsPZeBzZJGIuU+OGFIxSj2KMvS6FULtwinpyg34BuNaF4Dyo4u2UzXLKKfOqxRqwewxAAWUezchZptAEajKdV3nEh5Wmt+H4hFW+rXL6iFVSx\/b8JTgxY5EpopJyZU7Ae0UHG0njFWQkN9TiIdEv13llJxCQgBeGMwRlCRbU3ZMI8JYOo6BPtCWVVOX5ff4v8yQdaKVHw9pB3iQhOWxXXnwgb11GUovu+1pYMqGApisv5XmnAvBpN6Nr0Em99Q3DNHz3R1PcuZkipLh4ROUVY9m3RtpOM5GpimyBmeU\/5tB3+CLlU63qPgvI0rI7kJLNNZuYPDfc6TEHmLuVkjMicXBs1CVkgFtTuJ1Yn7J73Np2knN\/SbJyPyGOjqalv1RGvP0B8hu3CwaIdrzyAtOimVwS\/1RBwkOD5OW9z+V3C4wZtK0fCgnOg2F2yiHh\/3fn6hBMN3ddJhJ2JGclkHCRBfWAStOIs\/c1gGTRI+lCL3PQSamuhwN0YIdO2OtCKkHKNlrBhanaIyyk\/Mk78Q3rE+hAE9zzj7BqgwYVpCRJuD9gYBk73DYqo9n0\/Cm7NSaULAs1IHEyE4s5pI4zwC61ScOtrezQ\/DpJKOj\/iAi6L2fEhU31BcgeZhr+kjX4FDEPAERnU6YzJkiUY27EtwQFgyWnbVDqDX+XBMK8iyO+3HpScnNM6qW42830jXwXY0wAauoYFtgZqVgm\/5yymNA0hn8Vw82wQTcivD\/rcQEFFSrJEZdcXqvYHHJyUCo9tyvTyxqqnRsUSFKYgq6ArkNwpPpo\/IiRGYJkrRRxnNSakr9jC17xxRq0rr43Nl6IgtMQ9txVZ24w==","iv":"fa401bf7c9ec91c4f14a07460602cc7e","s":"b2b1c4eae435f34d"}
Share your thoughts. Click here