病毒式成功，伦理争议：解析Shein的营销策略

© 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDSocial Listening on Green Fashion1.4 .The state of animal welfare in China3.The state of green consumption in ChinaDrivers of environmentalism in China2.5 .Hypotheses on the future of green consumption in ChinaContent 0324150829 Social listening onGreen fashion © 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDWhat industries are typically associated with sustainabilityBased on social listening extractions, what industries are mentioned with the terms “可持续,环保,自然,地球”F&B50%Manufacturing4%Automobiles15%Agriculture18%Transportation7%5% Fashion © 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDHow is “sustainability” interpreted in China?The term “sustainability” is a very broad concept in the Chinese language and can be interpreted into many different terms. Fromoursociallistening, here are some common definitions shared by Chinese netizens online.General terms:#环境保护/环保Environmental protection#可持续性Sustainability#绿色消费Green ConsumptionGreenconsumptionPreservation/natural spaces#绿化带Greenroads#中央生态环保督查Central ecological andenvironmentalinspectionWhat thegov saysWhat KOLssayWhat brandssay=Concept not as discussed in the westWhat isn’temphasized#环保服装Eco-friendly apparel#88碳账户88Carbon account#足绿色消费，做绿色选民Promote greenconsumption, be agreen voter#珍惜自然资源Cherish naturalresourcesActivismSlow FashionSupply Chain Transparency#新能源New Energy#节能Energy Saving#可持续生活Sustainable lifestyleWater Footprint#非遗传承Intangible CulturalHeritage#有机农业Organic Agriculture Waste reduction#低碳Low Carbon#碳中和Carbon neutralityCarbon footprintClean energy#低物欲Low materialistic desire#极简主义Minimalism#垃圾分类Wastesorting#关盘行动Clean plate movement#零碳生活My 0-carbon life#低碳出行Low-carbonTravel#ESGCompostingBiodegradability#可持续性材料Sustainable Materials#零浪费Zero WasteCarbon LabelWorld Environmental Day What are Chinese netizens talking about when it comes to sustainable fashion?% represents the percent of posts on this topic in the intersection of “sustainability” and “fashion” wordsMaterials 16%Cotton2%Linen3%Leather9%Bamboo0.6%Silk0.8%Luxury 5%Hermes0.4%Chanel0.4%Louis Vuitton0.6%Gucci0.3%Dior0.3%Burberry0.1%Vegan leather1%“Natural”“Durable”“Reduce consumption” 3% © 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDSources: Douban, XiaohongshuAcademicManuel C. Molles Jr. (U.S.)Publishing Year:2019Case studieson ecology &textbook认识生态Ecology Concepts and Applications9.7环境保护Environmental ProtectionPamela Hill(U.S.)Publishing Year:2022Info onenvironmentalprotection inQ&A format9.6EcologyProtection碳管理从零通往碳中和CarbonManagementWang Jun汪军(China)Publishing Year:2022China “double carbon”policy,carbon calculation,market, asset, andmanagement9.1价值投资:基于ESG分析框架Value Investment: Based on theESG Analysis FrameworkJinLong金龙(China)Publishing Year:2021Calculating investmentbased onESG models8.9CarbonESG InvestmentHuman DamageBased on true events鲸之殇A Whale for the KillingFarley Mowat (Canada)Publishing Year:2021True story of awhalemotherunder the threat ofhumanactivity9.0朱鹮的遗言The Last Words of the Crested IbisTeruyukiKobayashi(Japan)Publishing Year:2019Distinct species ofcrested ibisin Japan.Difficulty in an attempt tostopextinction8.6PreservationExtinctionIn academics, foreign books onpreservation and protectiondominate.Chinese authors dominate theenvironmental economics topic.Whaling is something that hasrecently come into the spotlight forChineseAs the Giant Panda is significant toChina and is also endangered, itbrings attention to the topic ofendangered species in general.ExtinctionEconomicsForeign books dominate the sustainability topic in China Drivers ofenvironmentalism in China2 © 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDWhat does sustainable consumption mean for Chinese consumers?DriversHow China differsfrom the westLess emphasis onindividual ethicsHealthChinese consumers, especially parents and caretakers, are very sensitive topollutants in products. This is very evidentin F&B, beauty, and householdcleaningproducts.CitizenshipThe government is a major driver of sustainable consumption via propagandaand policy. We predict this will become thelargest driver in the futureas thegovernment plans to be Carbon Neutral by 2060.Societal expectationsAs a collectivist society, Chinese people have high pressure to be seen as “doingthe right thing” among peers.FrugalismMany families are alreadymindful about wasting food and resourcesdue tofinancial reasons. It is common for parents to ask kids to eat their plates clean.Now,frugalismhas been replaced with minimalism, not for the sake of savingmoney but for the pursuit of non-material happiness.Low awarenessNot polarizedSustainability awareness in China is not high, and it is not top-of-mind whenmaking purchasing decisions.We analyzed the top 100 posts about environmental sustainability in China in2022. Only21% could be considered ‘activist’ posts, while only5% were climatenon-believers, which shows that the majority of people fall in the accepting butlukewarm middle grounds.Contrary to western ethics, Chinese ethics is