Li-Ning and Anta, two Chinese shoe sport manufacturers, took a nationalistic twist in their marketing after the US National Basketball Association (NBA) and the Houston Rockets triggered off criticism from China’s government. Marketing expert Tom Doctoroff comments on the slippery slope of nationalism in China marketing for Al Jazeera.
China’s telecom giant Huawei turned on an unprecedented PR machine after it got into rough weather and even exposed its reclusive founder to foreign journalists. Too late, too little, but not untypical for most Chinese companies, even when they have global aspirations, says marketing veteran Tom Doctoroff to the Holmes Report.
“House of Cards” might be a cynical parody on US politics, millions of Chinese also enjoyed the Netflix production and hade it a huge impact in China. Cultural expert and China expert Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, explains to the Washington Post why. “It essentially confirmed that our government is not so different than theirs.”
Luxury, as a display of success, is a key element in China, among all different cohorts, says marketing veteran Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer to Emarketer. What they have in common is a Confucian culture, binding all Chinese together, he says. If explains the longing for luxury.
Consumers in China have become more sophisticated over the years in the way they handle brands, says China veteran Tom Doctoroff, Chief Cultural Office or Prophet and author of the bestseller What Chinese Want: Culture, Communism, and China’s Modern Consumer, at the occasion of the 2018 Prophet China Brand Relevance Index(TM) at the Market Business Inside.
China’s digital world is changing faster than anywhere else in the world, but some elements remain stable, says marketing expert Tom Doctoroff to Warc. “Chinese people are so emotionally engaged with the images and experiences they share with the “like-minded” – that is, people who “matter” because they have the same interests.”
International airlines, ignoring Taiwan is part of China, according to China, were the latest to get into hot water with their marketing. But China’s sensitivities are nothing new, say Tom Doctoroff and Shaun Rein to OZY. It makes sense to let your China marketing vet by some China veterans, says both.