While many foreign brands have a hard time selling to China’s consumers, some are able to crack the code, says branding expert Ashley Dudarenok at CNBC. “Brands are moving beyond superficial nods to Chinese culture,” Dudarenok said.
CNBC:
Apple’s story also underscores how it’s possible to reignite local interest despite losing market share to domestic competition. Some customers in Beijing told CNBC that they liked the iPhone’s new cosmic orange color, and that more locals intended to buy their first iPhone this year since they’d heard about new attractive features such as larger internal storage.
China’s factories were quick to jump on the trend, releasing iPhone cases with a similar orange hue even before the 17 model was out.
“Winning brands are those that have established local R&D centers and on-the-ground product teams,” said Ashley Dudarenok, founder of ChoZan, a China marketing consultancy. “This allows them to spot trends early, develop products tailored to local needs, and launch them in months, not years. This is a significant departure from the past, where global products were often simply rolled out in the Chinese market.”
Even with the right data and social media platforms, cultural integration is becoming increasingly important, especially as Chinese brands find success in tapping the country’s own history of artisanal craftsmanship.
“Brands are moving beyond superficial nods to Chinese culture,” Dudarenok said. She pointed out that Loewe partnered with jade carving masters, while Burberry teamed up with bamboo-weaving artists.
And despite declining sales in China’s luxury market, LVMH this summer opened an eye-catching ship-shaped store in Shanghai — immediately generating much local buzz.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.
Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.
