Xianyu "The Baby Who Sells Like One"

陈伟铃, 韩薇, 徐悦

Xianyu is currently one of the largest second-hand trading platforms in China. It has a large number of young people aged 22-28. They not only trade here, but also form their own social circle. Xianyu hopes to create a new word for Xianyu based on the business phenomenon of a treasure being circulated many times, so as to resonate with young users.
Case Details

Brand: Xianyu

Brand owner: Alibaba

Main Agency: Shanghai Tian Yu Kong Advertising Co., Ltd. Tian Yu Kong Shanghai

Main agency company holding group: Guangdong Insai Brand Marketing Group Co., Ltd.

Launched on the market: Mainland China

Industry: Internet

Media channels: interactive/digital online (social media) social (Weibo, WeChat)

Budget: 2-3 million

case summary

Xianyu users have a strong desire for expression and the right to speak. They are keen to invent words to play tricks and form their own social discourse, such as Shidongranyu and Yusheng after the festival. In...

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