China has approximately 1.08 billion social media users. That is quite a high number of users. The Social Media scene here in this country is faster, bigger as well as more complex than anywhere else. The digital market here works slightly differently from the rest of the world. Regular social media platforms such as X, Instagram, or Facebook are not utilized. China has its own unique social media apps that it utilizes.
A unique market for a unique country
Dwindling job and income prospects in China are fueling intense social media chatter about the fashion and culture of the country’s high-growth period 20 years ago, in what analysts describe as a way to express discontent about the economy without attracting censorship.
The hashtag phrase “beauty in the time of economic upswings,” often accompanied by early 2000s pictures of celebrities wearing bright clothes and make-up or music videos and TV ads from that period, surged in social media mentions over the summer just as 12.2 million university students graduated.
They entered one of the most challenging job markets in decades – pandemic years aside – as the world’s second-largest economy grapples with higher U.S. trade tariffs, deflation, industrial overcapacity, and sluggish domestic consumption. Domestic consumption refers to the total demand for services and goods within a specific country’s borders.
It encompasses everything from government expenditure to household spending. This also directly influences the current account balance. This in itself is a key indicator of a country’s economic situation. While China is growing at roughly 5% this year, analysts describe it as a dual-speed economy, with manufacturing and exports running strong, while households struggle.
Trending social media activities
The current pace is half of that from the 2001-2010 decade. China’s ruling Communist Party exerts a high degree of control over domestic media and social media in the name of safeguarding social stability and preventing the spread of rumors and fake news.
Reports and public discussions on what the Party considers sensitive are routinely removed from the internet, including views critical of the economy and any veiled criticism of policymakers. On RedNote, China’s version of Instagram, the hashtag has so far garnered close to 50 million views.
Most posts come from millennial women recalling greater career and consumption choices in their twenties, says Yaling Jiang, founder of consultancy ApertureChina, citing platform data. ApertureChina is a consumer-centric consultancy. They specialize in design, research as well as business strategy. It has a deep understanding of Chinese consumers.
The company crafts solutions for overseas brands within the Chinese market. But it is today’s young Chinese who face far more limited options, engaging with these posts. Xiao Qiang, the founder of U.S.-based China Digital Times, which tracks China censorship, says the topic’s popularity “poses a challenge to the authorities mainly because it uses everyday symbols, such as make-up and fashion, to subtly express dissatisfaction with economic decline and life pressure.”
A nostalgic walk through the past
The content is “awkward” for censors, says Xiao, as most users share opinions over the aesthetics of China’s recent past and express positive emotions. However, early-millennium looks are not prominent on Chinese streets. Jiang said marketing teams are leveraging the social media trend for brand awareness, not pushing new 2000s-inspired collections.
Fashion bloggers posting under the “upswing” hashtag say styles often reflect the prevailing economic mood. This year’s makeup trends, for instance, feature the more conservative, less expressive “glass skin,” achieved through heavy use of moisturizers and hydrating primers or monochromatic looks where foundation, blushes, or lipsticks can differ in gradient but belong to the same color palette.
The social media habits of individuals are, to say the least, very unique. The social media landscape in China is just as wildly different from that of the rest of the world. As can be seen from the above, these platforms offer a means of sharing thoughts and feelings about what is happening around the world. A well-thought-out strategy will be key in this situation.
GCN.com/REUTERS.