Is Wellness The New Luxury?

Mira Stolz & Xinyu Li Wellness is the new luxury status symbol for millennials The Chinese Government has been enforcing and supporting the trend of health and wellness The market has yet to adapt to the demand for products and platforms which bring a feeling of involvement The Chinese government aims to improve public health and fitness by committing to …

A Guide To Social Media Influencer Partnerships

With the ever-expanding number of influencers in today’s social media age, establishing partnerships can be difficult to navigate. Following the simple guide below can aid in your brand’s execution for a successful social media influencer partnership. How to price an influencers service  When it comes to budgeting, a range of factors will ultimately determine how much a business can expect …

Top Ten Most Popular Male Celebrities In China

Lucy MacDonald Connolly Chinese celebrities have the potential to introduce your brand to an audience of millions of people. Below is a list of the top ten male celebrities in China that have reached huge popularity domestically and are only expected to grow internationally. Chen Kun As a top Chinese actor and singer, Chen has one of the largest followings …

Wine Tourism: Leveraging KOLs to attract Chinese tourists

MGI were recently asked to present at the China/Australia wine Summit on “Tourism, Trends and success factors in attracting Chinese tourists”. China has the world’s highest number of smartphones and mobile internet users who spend in excess of three hours on their devices every day. Social media platforms such as WeChat, Sina Weibo, live stream video site Douyin, and Zhihu …

How can you tell if an influencer has “fake followers”

An article by Rob Pringle   There’s no doubt that the influencer marketing industry is the most exciting and effective way for brands to reach consumers via the implied endorsement of popular influencers. With the ability to target specific groups of potential consumers through a personality they trust has resulted in this method generating 11 times more ROI compared with traditional …

Memoirs of a Geisha star Zhang Ziyi set to deliver multimillion-dollar tourism boost to Australia

·       Ziyi Zhang, one of China’s most successful actors and recognised personalities will be starring in Mango TV’s Viva La Romance. ·       Viva La Romance is watched by over 130 million people weekly and each season attracts a total audience of more than 2 billion viewers.    ·       The leading Chinese show (most popular show in Q3, 2018) begins filming Season 2 in Australia between the 19th -29th January 2019. …

China’s Celebrity Ambassador Minefield

Luxury brands navigate the risks and rewards of banking on celebrity ambassadors, Alibaba gears up for Singles Day with the launch of China’s largest robotics warehouse, and JD.com apologises for a sexist marketing blunder. Read China Decoded to make sense of the market   Original article was published by Business of Fashion.  MGI Entertainment was interviewed by Casey Hall. The …

Chinese IT-Girl Bridging the Fashion Worlds

PRESS RELEASE: MGI ENTERTAINMENT Shanghai ‘IT-Girl’, Jamie Qianqian Wu, one of China’s most up-and-coming fashion influencers arrived in Australia. Ms. Wu will be collaborating with Australian fashion brands; Toni Maticevski, Romancewasborn and Zimmermann and attending G.H. Mumm’s Birdcage event during her stay.     Originally from Shanghai, Qianqian has a diverse background and global perspective working in television production, fashion …

6 Products China wants to buy from Australia

An article by Rob Pringle As far as reputations go, Australian products in China have a stronghold on reception with Chinese consumers, widely regarded as premium quality, value for money and trustworthiness. MGI has previously written on the trend of Chinese shoppers preferring Australian made products to local or other international options. This is particularly true of FMCG items, where safety …

“Crazy Rich Asians” – a watershed moment in Cinema

An article by Rob Pringle The most recent movie craze to sweep across America’s mainstream focus and the global entertainment spotlight is Crazy Rich Asians. The screenplay directed by Jon M. Chu is an adaptation of the novel of the same name by Kevin Kwan. The cast sees Constance Wu, Gemma Chan, Lisa Lu, Ken Jeong, as well as many other …

Russell James “ANGELS” launch party

Russell James celebrated the release of his new art-work book “ANGELS” with a reception and exhibit, co-hosted by Cindy Crawford and Candice Swanepoel at Stephan Weiss Studio in New York City on Thursday 6th September.     The exhibition showcased the latest collection of Russell James photographs, four years after the release of his previous best-seller. The new book, a …

How KOLs can help with Tourism and incite travel

An Insight from Rob Pringle It’s becoming increasingly clear that KOLs, particularly in China, hold a great deal of influence among their followings. Able to sway the decision making habits of huge audiences, they’ve become an essential avenue for brands to promote their products and services to a highly engaged and targeted audience. KOLs can help brands connect with China’s massive …

Music- the Soundtrack of our lives…

An Insight from Michael MacRitchie From the first lullaby sung to us as babies, music provides the “soundtrack” of our lives.  So much so that I think many of us take it for granted — just as we do the soundtrack of a film, which we often hear without listening to it. That is, we enjoy the film without realizing how much …

How to implement a campaign with a celebrity or influencer (6 tips)

An insight by Michael MacRitchie Dear Brands, Celebrities & KOLS bring visibility, credibility and attract more media attention to public relations, advertising and marketing campaigns because of who they are. Contacting, negotiating and working with celebrities, however, can require critical research and an in-depth understanding of the consumer/brand/celebrity perspectives in order to maximize the potential celebrity partnership.  Here are some tips to and also some …

How Australian brands are winning in China

An insight by Michael MacRitchie Australian companies have been building a strong relationship and reputation with Chinese consumers for many years now. Given the rising availability of Australian products and the increasing ease with which they can be purchased online in China, such companies have been leveraging their popularity and growing demand to establish a foothold in what is becoming …

5 Negotiation Strategies

An insight by Michael MacRitchie For the last 10 years, MGI have honed negotiating skills in the high stakes, big ego arena of celebrity endorsement, performances, influencer campaigns and sponsorships. Negotiating countless contracts and endorsement deals taught me a powerful lesson: effective negotiation is just a conversation, a relationship built over time.     My experiences negotiating on behalf of …

How to run a KOL based marketing campaign in CHINA

An insight by Nakhim Seng With the China influencer economy reaching over $15.5 billion this year, KOLs have become an excellent go-between for a brand and their customers if a campaign is planned and managed properly. Let’s say you’ve already chosen an influencer that fits your brand’s image and message perfectly. The most difficult part is not to mess it …

James Scott at Stamford America’s Global Mentor Program

  Stamford American School’s forward thinking Global Mentor Programme has welcomed a number of inspirational industry and thought leaders since arriving on the Hong Kong education scene. Having opened their doors in September 2017, they have keenly applied the Stamford spirit of creating a caring community within the school and linking up with the neighboring public by organizing open events …

Note to western music artists: RE China

An Insight by Michael MacRitchie Yes, we know that China can be a very exciting market… China has a flourishing live music scene, with 57% of affluent music fans attending concerts. China’s influence on the global music business is growing, and labels and artist managers from around the world are recognising the potential to engage with a large group of …

The First Victoria’s Secret in Shanghai, China

News by Michael MacRitchie It’s that time of the year again and everyone’s anticipating the first Victoria’s Secret Show in Shanghai, China. Renowned as the “Oscar Awards of fashion circles”, the 2017 Victoria’s Secret Fashion Show will comprise a star-studded red-carpet fashion show, model briefings, peeks behind the scenes and superstar performances. The show will be broadcasted in more than …