Tom Doctoroff

Brands drive business in China to a large degree, explains author Tom Doctoroff of What Chinese Want: Culture, Communism and the Modern Chinese Consumer in the China Obsever, as one of many tips.

The China Observer:

Chinese, irrespective of income or geography, are overwhelmed—yet excited—by the explosion of brands, both local and international. Twenty years ago, the public phone was the only way to make a telephone call; today, there are over three hundred brands of mobile devices, ranging from U.S.$30 basic models to state-of-the-art smartphones. Making matters worse, China’s media landscape is extremely cluttered.  The average Shanghai resident is exposed to three times as many ads in one day as U.K. consumers. In Beijing, television screens, mostly owned by Focus Media, are ubiquitous—in taxis, elevators, restaurants, building exteriors, locker rooms, and bathroom stalls.

Complicated messages, therefore, are not easily digested, even amongst the most brand-literate subsets of the population. Consistent messages must be conveyed directly, requiring as little cognitive processing as possible. Advertising must be ruthlessly single minded about the visualization of key benefits, leveraging demos as creative ideas, slice-of-life formats that dramatize product performances in extreme circumstances and so on. Celebrities must be carefully selected so that their star attributes reinforce a core brand proposition.

More in The China Observer.

Tom Doctoroff is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Do get in touch or fill in our speakers’ request form.

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