China’s millennials have money to spend. See how you can reach them.

OXFORDSHIRE, United Kingdom — “In China it’s slightly different from everywhere else, because we’ve had several generations of only children,” said Vogue China editor-in-chief Angelica Cheung explaining why Chinese millennials have such spending power.

Speaking on stage in December at VOICES, BoF’s new annual gathering for big thinkers, Cheung told BoF founder and CEO Imran Amed: “The millennials, I would describe them as the real consumers, the organic consumers. They consume for the sake of consuming. And they just love things, they want to buy… it’s not for any purpose.”

Many brands, however, have not grasped how to communicate with this desirable new consumer, Cheung continued. “I feel a lot people are taking a very short term kind of approach to reaching the millennials,” she said. “You see a lot of these male actors becoming spokespeople for women’s lipsticks, cosmetics products. I feel that’s quite crude.”

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Chinese consumers’ confidence continued to rise in 2016

Chinese consumers’ confidence continued to rise in 2016 according to Mastercard Index of Consumer Confidence. The outlook in China (80.8, +4.8) continues to increase due to improvement across all five components, with Stock Market (+9.1) contributing the most to the increase. Hong Kong saw more than 10 point improvements while Taiwan saw more than 10 point decreases. India tops the index as the most optimistic market in Asia Pacific, followed by Myanmar, Vietnam, Philippines and Bangladesh. Overall, consumer confidence in Asia Pacific continues to hold steady, showing stability (within +/- 5 points from the last survey) in nine out of

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China Consumer Trends in 2016

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China’s Athleisure Market Isn’t Going Anywhere As Functional Fitness Wear Brands Expand

There’s been debate in the last few months as to whether athleisure will lose its status as a top global fashion trend, or whether sales will begin to falter because upscale yoga pants for work just won’t cut it. But it seems that there’s no slowing down in China when it comes to brands capitalizing on Chinese consumers’ hunger for fitness-inspired fashion.

However, many companies dedicated to making garments for Chinese health junkies are ditching the term “athleisure” because, like Fast Company suggests in its 2017 predictions article, the word refers too much to a fad where people wear athletic clothes simply because they’re stylish. Instead, these forward-thinking labels, like Lululemon and local denim brand Zodiac Active, are marketing garments that incorporate function and fashion for an active lifestyle.


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Michael Jordan won the battle for his own name in China

China’s highest court has ruled in favour of former basketball star Michael Jordan after a four-year-long trademark case relating to a local sportswear firm using the Chinese version of his name.

Qiaodan Sports Co. Ltd. is a province brand based in China (Fujian) which owns around 6,000 shops selling sportswear and shoes throughout China, using the “well-recognized” Jordan’s Chinese name. According to Supreme People’s Court, the company will have to give up its registration of the Chinese version of Qiaodan, pronounced “Chee-ow-dahn”

Qiaodan is a family-owned business, that had registered the trademark more than a ten years ago. Jordan sued the company in 2012, claiming that the company had damaged his legal rights to his name and asking that its trademark registrations be removed. Lower courts have ruled in favour of the Chinese company.


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The newest Moonbasa retail store opened in Hangzhou

Moonbasa’s newest retail store just opened in Hangzhou! Our online to offline convenience keeps our customers coming back. Want to sell your brand to Chinese consumers? Contact us for a special promotion in partnership with the International Trade Administration that ends December 30th.
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China’s high-earning consumers to surge by 2030: report

CHINA’S pool of high-earning consumers is set to surge in the next 15 years, their household spending growing to be greater than the Europe Union’s current level, a report showed.

The number of people earning more than 10,000 U.S. dollars per year is expected to grow to around 480 million by 2030, from around 132 million today, according to research by the Economist Intelligence Unit (EIU), a think tank with the Economist.

The proportion of the population with upper-middle and high incomes will expand from 10 percent to 35 percent by 2030 when China will look and feel like a more middle-class society, although inequalities in wealth will remain an important social challenge, the report pointed out.


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11/11, the biggest shopping festival in China

Moonbasa’s been preparing for 11/11, the biggest shopping festival in China. Our teams are ready to handle millions of sales with great customer service. Go Moonbasa! Sell your your brand in China.


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Can Chinese E-Commerce Companies Save Retailers?

E-commerce has forever altered how retailers and brands identify, sell to, deliver to, engage and retain consumers. It is the great destroyer of traditional bricks and mortar retail, wholesale and operational norms in the consumer product world. But now, e-commerce may be poised to be its savior.

Have no doubt, malls, department stores and retailers who sell offline need saving. The bankruptcies and mall and store closings in the retail world of the last few years are proof enough of this. Brands are experiencing further disruption in terms of brand dilution, loss of integrity, lack of channel control and millennials questioning the need for and value of a brand.

This U.S. trend is now accelerating in China, where e-commerce is a much bigger  part of the consumer culture and total spend than it is in the U.S. A recent report in Tech in Asia details why up to 1/3 of shopping malls in China as well as thousands of other retailers will close their doors, in large part due to online shopping.

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China’s emerging middle class and their desire for accessible luxury continues to grow especially for international brands.

China to become the world’s largest retail market in 2016


Total retail sales across the globe will reach $22.049 trillion in 2016 and $27 trillion in 2020 according to eMarketer. Total retail sales in China will reach 4.886 trillion this year, bypassing the U.S. to be the largest retail market in the world.

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Why You Should Register Your Trademark in China Now


Brands thinking of selling to Chinese consumers through e-commerce marketplaces such as Moonbasa are required to register their trademark in China and need to take steps to protect it. China is a “first to file” country, which means the China Trademark Office (CTMO ) generally awards registration for a specific trademark in a specific product category to whomever files for it first—regardless of whether the trademark truly belongs to the filer.

As soon as you start to look actively at the Chinese market, choose a trusted partner, follow these steps, protect your trademark and start scaling your business in China. Business in China can be easy when you understand, and respect, the local rules.

Step 1. Decide on materials to trademark in China

Start by registering your brand name and/or logo, in both English and Chinese. This gives you the core protection required to do business in China. You should then establish the form in which the value of the brand name exists. China differentiates between image and text trademarks so it’s important to understand whether the true value of your brand lies in an image, a text name, or as in many cases, both.

Step 2. Choose a Chinese Name for your brand or products

As a brand owner, you must realize that, 9 times out of 10, the Chinese consumer will discuss your brands using local terms of reference. Creating and protecting a potentially valuable Chinese brand or product name is also key when you are entering the China market.

Step 3. Establish which classifications of merchandise to register your trademark in China

Consider trademark registration for all of your potential areas of business activity in China. This will prevent local competitors from eroding your brand value by selling similar or complimentary goods using your brand name or imagery.

Step 4. Choose a trusted intermediary 

Moonbasa works as your trusted intermediary to register trademarks with complete transparency when you open a webstore on the platform. Local law firms are also available.

Step 5. Conduct a pre-application search of your trademark in China

Once you’ve chosen a trusted partner, the process will start with conducting a pre-application search of the China Trademark Office’s database, to confirm whether your trademark is valid for registration. If it is valid it then must be confirmed whether the trademark has already been registered in China. With luck the trademark will be available, and you will avoid having to deal with a ‘trademark squatter’ in China. In a case where your trademark is not available you can consider registering another form of your brand name by adding Lifestyle for example.

Step 6. Submit your documents for trademark registration in China

In order to use a corporate entity to own China trademarks (rather than an individual), key documents from your company such as your Certificate of Incorporation and passport data pages for Directors must be prepared. All of these documents need to be translated into Chinese and submitted, including the materials to be registered and a signed Power of Attorney. The Chinese authorities will typically confirm acceptance or rejection of the trademark registration application within 30 days.

In the event that your China trademark application is successful you can start actively building the brand in China. Official certificates of trademark ownership in China will be issued to you within 6 to 8 months (although it can sometimes take up to 18 months).

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