theINSIDER 2019: Free Parenting Catalog

the

insider

Parenting catagory

2019

KOL BIBLE Luxury Fashion Beauty Travel F& B Fitness Child & Parent Foreign

By

parklu

Luxury fashion

Personal styling Shopping ADVISER

beauty

Makeup skin care

fitness

YOGA bodybuilding

P10

P16 P28

P34 P54

P66 P72

travel

P82

food & beverage

P104

child & parent Kids’ Fashion Parenting Baby

FOREIGN

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P114 P124 P130 P136

CONTRIBUTORS: Elijah Whaley / CMO Lea Mao / Art Director Grace Tao / CN Editor-in-Chief Daniel / EN Editor-in-Chief Yuki Lau / Graphic Designer Yunying Zhang / Illustration Artist Vivian Weng / Catalog Curator Zoe Liu / Catalog Curator Mini Lu / Catalog Curator Daisy Fang / Catalog Curator www.litao.lt / Translation

Partners:

thank you

Special

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K i m Leitzes founded PARKLU in 2011 because she knew there had t o b e a better way for brands to work with Chinese influencers.

S i n c e then, global brands such as Apple, Unilever, Estée Lauder, L u l u l emon, Booking.com, and the NBA have all used PARKLU to l a u n c h h igh ly s uc c es s ful K OL market ing campaigns in China.

T h e c ompany puts China’s top content creators all on one platform a n d adds comprehensive, real-time campaign tracking software and a n a l y tics. PARKLU regularly works with companies small and large, f r o m independent labels to Fortune 100 multinationals.

W i t h PA RK LU’s platfor m, market ing t eams can save hours of re s e a r c h, im pr ov e th e ir c ommunicat ion wit h KOL s, and t rack camp a i g n s automatically using marketing technology built in-house. The w e b - based platform and app compiles essential data from across all o f C hina’s social media ne tworks and lets you automate influencer p a y m ents, reporting and other time-consuming tasks.

W e ’ r e proud to have been featured in The New York Times, Forbes, A d A ge, Campaign, CCTV, WWD, Retail in Asia, TechNode, and Jing Daily.

ww w . par k lu.c om s a l e s @par k lu.c om

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How do foreign brands create their Chinese names?

If you’re thinking about the Chinese market seriously, finding your Chinese name is the first thing you should do.

Translation & Localization services with LITAO: we help you find the right words.

Let’s say we want to develop a Chinese name for the brand Oeuf.

Oeuf is a premium brand of eco-friendly and sustainable children’s clothing, furniture and décor from NYC; ‘oeuf’ means ‘egg’ in French.

Despite huge interest in China, Oeuf does not yet have a Chinese name.

To begin with, we would have to find Chinese characters that convey the idea of birth, eco-friendliness, associations with children’s goods, and a NYC origin.

The two characters would have to be phonetically loyal to the original, so we first choose syllables that are the closest match to ‘oeuf’ or /œf/ :

F Fu fū fú fù Fo fó Fou fóu fŏu Fei fēi féi fěi fèi

Oeu Eēéĕè Ao āo áo ăo ào Ou ōu ŏu òu Wo wō wŏ wò Etc.

We are left with 68 potential syllables and over 1000 individual characters to choose from. We now need to identify the most relevant combinations visually, phonetically and semantically and verify that the names are not registered trademarks in relevant categories.

Here are some of our choices: SEMANTIC LOYALTY

CATEGORY APPROPRIATE

FOREIGN ORIGIN

芽菲 yáfēi Sweet Sprout

幼福 yòufú Happy Child

美抚 mĕifŭ American Caress

窝窝福 wōwōfú Happy Nest

爱抚儿 àifŭ’er Loving Cuddles

沃芙 wòfú Phonetical match

芽福 yáfú Happy Sprout

友抚 yŏufŭ Baby Cuddles

艾福 àifú Love & Happiness

We are left with another 24 viable combinations to choose form. Find out our top choice by following LITAO’s WeChat account!

LITAO can help you structure your cross-cultural communications and build strategic alliances for successful China market entry and expansion. Our true specialty is paying attention to nuances and context beyond language. Take the first step to becoming a insider – visit http://www.litao.lt

Super k i d s

Q & A

4

w i t h

Mom KOL 维 尼 四 宝 妈

Mother of four with 14 years of parenting experience The supermom of Hunan TV talk show Day Day Up, Weini is a mother of four, an authorm and an actress. In her cooking, she specializes in Chinese cuisine.

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Q : What was your most memora- Q : What is your dream job, and Q : What made you pursue your ble brand collaboration?

A: Brand representatives always worry about the pace of hosting and how smoothly everything will go. Once time, during a first collaboration, one such representative worried that I, as a mom, would not be able to provide a professional opinion. In the end, that first day went unexpectedly smoothly. However, because the director s script had finished too quickly, we didn’t have enough live-streaming content. So, besides hosting, I also shared a lot of content on the spot as an expert. That was a real eye-opener for everybody.

Q : What was your worst experience working with a brand?

A: None. Every time has been very pleasant. Through these experiences I have also met many highly successfully individuals and industry professionals, which led to immense personal growth for me.

how do you see your current career?

A: Originally, I wanted to be a performer. This was actually what I studied to be. However, I started a family young and became a mother, and that’s why I put all my effort into parenting. I still enjoy the happiness and fulfilment of being a mother a lot. Although it gets very hard and busy at times, I feel that every day of my life is worthwhile.

Q : What hobbies?

are your interests and

A: Watching movies and singing.

Q : What was your favorite travel experience?

A: I really enjoy each trip. As long as my children are with me and the whole family is together, this is real happiness.

Q : What is your biggest regret?

A: I don’t have any. Don’t let yourself have regrets. Just go and do whatever it is you want to do. Even if you fail, at least you will have taken that step.

Q : Are you happy with your current life as a blogger?

A: I feel extremely rewarded and happy.

KOL career?

A: I have four kids and I wanted to share my parenting life.

Q : What is your secret to gaining popularity?

A: I am very thorough in everything I do, and I try my best to streamline how I present my daily life, whether it’s through text, pictures or videos.

Q : How do you interact with your fans?

A: I interact with everyone through daily live-streaming sessions. We chat about parenting, self-care and health. I take my fans to see a different world and learn something new.

Q : What is the source of inspiration for your daily posts?

A: Daily interactions with my four kids bring a lot of emotions and inspiration.

Q : What advice would you give to aspiring bloggers?

A: Share your content naturally, don’t fake it. I would like to encourage mothers to look at their lives and their kids with a positive outlook, to grow and learn together with them.

SCAN FOR MEDIA KIT

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gladys

My background is in design, and I previously worked as a UI designer at a fashion app company.

Now, I m a fitness blogger and also run a popular Taobao store for fitness clothing.

Also, I’m an expectant mother. Right now, I am eight-and-a-half months pregnant. If you’re reading this, that means my baby has already been born.

I started dating my husband at the beginning of 2007, and we got married after graduating university. We are still going strong after 11 or 12 years together, and I’m very grateful for having him by my side all these years. In 2018, we will welcome our baby into the world and are really looking forward to this new chapter of our lives.

Fitness is like getting pregnant: If you are persistent, you will get rewarded I started working out for a very simple reason. My desk job was making me chubbier by the day, and since I was working in the fashion industry, I was always surrounded by beautiful things.

On top of that, my boss loved to roast everyone, - I felt I couldn’t go on expanding, so I turned to the path of fitness.

Fitness is like getting pregnant. Some people give up after three months, but if you stay patient and keep trying a for a bit longer, you will be rewarded by noticing the change in your body.

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To blog is to constantly learn and improve My fans are mostly girls: university students, single girls who have just started working, and new mothers. I also have a fan group where we share experiences and progress together by exchanging workout plans and healthy meal ideas.

In terms of social media, you have to post meaningful content which has value to fans and is helpful.

Sometimes I meet kids who also want to become bloggers. I tell them that first of all they need to lay solid foundations. For instance, if you’re at university, you need to master that knowledge and prepare for the future.

If you are strong, you will be ready for what comes your way. Often, if you have just started as a blogger, it is a good idea to keep your day job.

Being a blogger is a process of continuous learning and improvement.

Bloggers can do a lot to help people if they make their content meaningful rather than full of self-glorification.

Choosing the right collaborations lets me bring a healthy lifestyle to my fans I choose to work with brands that fit my positioning as well as those my fans like. At the beginning, I worked with a lot of fitness and healthy lifestyle brands, and also with some companies that make digital products. My fans are also interested in skin care. By choosing to collaborate with the right brands, I can bring a healthy lifestyle to them.

Recently, due to my pregnancy, I have worked with maternity and baby industry brands. Products include nutritional supplements for pregnant women and various baby products.

Bloggers should post helpful & meaningful content, not indulge in narcissism

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01. 刘楚恬 Child actress best known for her roles in The Legend of Miyue (2015) and Meow (2017)

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Top mentioned brand: Kangshifu; Apple.

Content types: Kids fashion Fans: 3.4M 258K

PA PAREN RE PA TIN N GK TI RE PARENTING KIDS FA NG N I DS S H ION IDS FASHION PAR FA K ING K E NT T N P E I N S R AR GK PA ID EN HI S F T

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02.安淇尔apple

Hunan

Participant of Hunan TV reality show The First Grade, Smart7 and Weibo blogger Top mentioned brands: Alpsinestars; Cros; Fila Content types: Kids fashion Fans: 1.2M 128K

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KID S F AS H 03. Silvia

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Overseas

Kids’ fashion KOL and mother of two who loves travelling, shopping and food Content types: Kids fashion Fans: 170K

Kids fashion CATAlog 119

04. 曹博轩

Zhejiang

Child actor on TV show Charming Daddy Top mentioned brands: LEEDS Content types: Kids fashion Fans: 124K

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05.严亦舒

Zhejiang

Five-year-old Sina Weibo blogger and performer Content types: Kids fashion Fans: 40K

06.童模_曹雅晴 Sina Weibo parenting video content creator and Taobao store owner Content types: Kids fashion Fans: 31K

07.萌妹子柒哥

Zhejiang

Baby clothes KOL and Taobao shop owner Top mentioned brands: Taobao; Midea; Disney Content types: Kids fashion Fans: 30K

Kids fashion CATAlog 121

08.nemo的妈妈咪

Zhejiang

KID

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Sina Weibo parenting blogger

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Top mentioned brands: Disney; Samyang; FamilyMart Content types: Kids fashion Fans: 29K

09. Mtooth

Fujian

Amateur designer who makes children’s clothes by hand Top mentioned brands: ISE; KiehlŇs; OLAY Content types: Kids fashion Fans: 5K 10.CC妞萌妹

Guangdong

Parenting blogger who often shares parenting tips Top mentioned brands: Taobao Content types: Kids fashion Fans: 16K

11.凌岑七七

Zhejiang

Child actress with roles in Eternal Love (2017) and The Legends of Monkey King (2017) Top mentioned brand Celine; It’s Skin Content types: Kids fashion Fans: 13K

Kids fashion CATAlog 123

01. 欢子妈妈 Millennial mom of two and Sina Weibo parenting blogger Content types: Parenting Fans: 1.6M

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02.念奺是陳小派老娘

Shanghai

Makeup expert and parenting authority Top mentioned brands: Kiehl’s; Sephora; Estee Lauder Content types: Fashion; Parenting; Makeup Fans: 1M

03.若熙_媽咪 Mother of two, parenting blogger and food connoisseur Top mentioned brands: TMall; Disney; Biostime Content types: Parenting; Makeup Fans: 1M

parenting CATAlog 125

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Parenting blogger Top mentioned brands: Disney; UNIQLO; ACES Content types: Parenting Fans: 260K

06.王大发的小号

Shanghai

Lifestyle and parenting blogger

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Top mentioned brands: Abbott; Apple Content types: Parenting Fans: 166K

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05.CallMe王阿姨 Skin care blogger and senior cosmetics manager Top mentioned brands: Lancome; ZeroWater; Clarisonic Content types: Makeup Fans: 175K

parenting CATAlog 127

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09. JENNYJENNY11

Shanghai

Maternity, babycare and parenting blogger Top mentioned brands: Disney; EGO; Lego Content types: Parenting Fans: 29K

07.MoMo的娘亲 Mother and Taobao shop owner Top mentioned brands: Enzymatic Therapy Content types: Parenting Fans: 20K

08. 嘉嘉and旦旦

Shanghai

Photography, cooking and parenting blogger Top mentioned brands: Taobao; Dooky; NUK Content types: Parenting Fans: 13K

parenting CATAlog 129

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01.清晨印记

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Guangdong

Sina Weibo parenting blogger Top mentioned brands: Biostime; Disney; ChildLife Content types: Parenting Fans: 1.1M

02.幸福妈咪燕子

Beijing

Maternity and baby care blogger, live-streamer and parenting influencer Top mentioned brands: Tmall; Biostime; Enfamil Content types: Parenting; Travel Fans: 1M

03.零落妈妈

Beijing

Babycare expert who live-streams on fashion, food and traveling, and frequent magazine contributor Top mentioned brands: Tmall; Biostime; Enfamil Content types: Parenting Fans: 1M 101K

04.小蛙爱Q宝

Shanghai

Sharer of daily outfits and baby pics Top mentioned brands: ZeroWater; SK-II; Midea Content types: Fashion Fans: 486K

Kids fashion CATAlog 131

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07.皓妈玟玟

Guangdong

Full-time mom obsessed with making healthy and beautiful things Top mentioned brands: Taobao; MI; Pigeon Content types: Parenting; Food&Dining Fans: 140K

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05.花与兽孕妇瑜伽

Shanghai

Parenting and yoga blogger and occasional yoga teacher Top mentioned brands: Dooky; Hin Sang; LEED Content types: Parenting; Fitness 粉丝: 272K

06.澄海方华数码 Taobao shop owner Top mentioned brands: CASIO; Apple; Taobao Content types: Fashion Fans: 233K

08. Gina_Wang

Overseas

Maternity, baby care and parenting blogger, and Taobao shop owner Top mentioned brands: FamilyMart; SOLE; Taobao Content types: Parenting Fans: 106K

Kids fashion CATAlog 133

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10.Lovi-mela

Shanghai

Taobao shop owner Top mentioned brands: Cotton On; United Nude; Taobao Content types: Parenting; Fashion Fans: 73K

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09.于家s妈

Overseas

Editorial columnist at a popular childcare magazine, photographer, and Toutiao contributor Top mentioned brands: BLACKMORES; Apple Inc; Content types: Parenting Fans: 100K 92K

11.林小静1029

Beijing

Runs a dance studio for children Top mentioned brands: Midea; IKEA; Super Content types: Parenting Fans: 57K 51K

12.萌兔蛋宝

Beijing

Foodie and new mom Top mentioned brands: MAMEE; Gudong; SHISEIDO Content types: Makeup; Parenting; Food&Dining Fans: 5.1K

Kids fashion CATAlog 135

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