Tom Doctoroff

Alipay, WeChat and Android are top brands, the Chinese consumer could not live without, says a recent report. Looking at brands works in China pretty different from the rest of the world, says branding expert Tom Doctoroff in the South China Morning Post. “There is no way in America that you are going to have PayPal [the western equivalent of Alipay] to rank No. 1,” Doctoroff adds.

The South China Morning Post:

All three Chinese companies on the top 10 brands list are technology related, with the music app NetEase Cloud Music coming in at No. 10, the global branding and marketing consultancy Prophet said on Thursday as it unveiled its 2017 brand relevance index for China.

“Chinese consumers today live, work and play in a connected, digital world, so the brands that deliver useful, easily accessible and enjoyable experiences are going to be the most relevant to their lives,” said Tom Doctoroff, a senior partner at Prophet.

The rest of the list is dominated by brands that include Ikea, Apple, Nike, Estee Lauder, BMW and Marriot hotels.

The consultancy surveyed more than 13,500 Chinese consumers in 39 cities on the mainland about which among 235 household brands in 30 industries were most relevant to them this summer…

“Overall, the relationship between digital and individual in the West is significantly more functional,” Doctoroff told the South China Morning Post in Shanghai. “But In China, where ambitions are huge but social regimentation keeps people from [expressing themselves or] realising their ambitions, people project a lot of their emotions onto their digital selves.

“So that’s why I think these tech brands are all so rich and meaningful for people – it is not just an utilitarian, convenient relationship,” he said.

“There is no way in America that you are going to have PayPal [the western equivalent of Alipay] to rank No. 1,” Doctoroff said, stressing the more apparent emotional connection between tech brands and Chinese consumers.

More in the South China Morning Post.

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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