A screenshot from an Enjoy article teaching readers how to tailor a suit.
When the Chinese political drama, ?In The Name of the People? made its debut on television, Beijing-based lifestyle advice app Enjoy wasn?t going to miss its chance. Keeping up with the buzz surrounding China?s hit series on corruption, they published an article ?Real Big Bosses Don?t Wear Suits,? explaining to followers how the show?s wealthy fictional characters, many of them corrupt officials, dressed depending on their rank. It also showed readers what furniture the characters had in their homes on the show and how they wore their hair. Enjoy even provided brand recommendations inspired by the characters? outfits, such as Baracuta, Ben Sherman, and Fred Perry. This local pop culture association with the international world of luxury is becoming common in China?s social media sphere, which serves a growing population of upper middle class consumers looking for advice on an industry that is fairly new to them. This emerging group is increasingly dependent on online reviews for product recommendations and advice on how to make smart, quality and stylish purchases, and local app makers have been rushing to their aid.
Enjoy, or Ya Qu (which translates to ?decent and fun?), in Chinese, is one such app aiming to shape consumer culture in China by teaching its users how to spend their money.
First launched in 2013, Enjoy is a Beijing-based information platform belonging to Caixin Media Company L...