Along with the e-commerce livestreaming boom, the exponential growth of brand collaborations and swelling brand-funded film and TV budgets, marketing strategies that fuse content and commerce are increasingly fostering new trends in China, offering a glimpse of what may come next globally.

A good example of this is the rising interest in glamping and RVing in China, a trend that connects to two key developments in the market: the steady growth of China’s recreational vehicle industry and the focus on domestic travel and “slow living” in the wake of the Covid-19 pandemic. (Which has been keeping millions of Chinese citizens who would otherwise jet off to global destinations closer to home.)

While RV travel in China is decades behind established markets in North America, Europe and Japan, the domestic industry is catching up quickly, with hundreds of new local companies aiming to meet the growing demand. According to Chinese credit agency Qichacha, more than 1,200 new RV companies were established in China in the first half of 2020, an increase of 36 percent year-on-year, with 849 set up between March and June alone.  Read the rest of the article here.