Western brands are often shocked by the fees they have to pay to retain bloggers in China. Marketing expert Ashley Dudarenok explains why bloggers in China work differently and actually do no need brands for their operation. They can create their own brands, so do not need the Western ones, unless they pay, she says.Read More →
Most Chinese tech companies tried to figure out what US consumers wanted before they entered the market, but Bytedance did not care when it launched Tiktok in 2018, says internet veteran Matthew Brennan in his book “Attention Factory: The Story of Tiktok and China’s Bytedance.” The lack of strategy almost backfired, but after some hiccups, the company became a runaway success, Brennan writes in an excerpt in Technode.Read More →
Influencers are an emerging force in branding, but in most of the world they are lagging compared to China, explains marketing guru Ashley Dudarenok. Audiences, culture, and platforms are ideal for influencers, she tells at her vlog.Read More →
Fake-meat products might find traction in much of the world, but because veggies are so popular in China, replacing meat might not work in marketing, says business analyst Shaun Rein in WeAreResonate.com. Becoming a vegetarian is not an issue for most Chinese consumers, he says.Read More →
When you run behind social platforms, you always run behind the next generation consumers, says marketing guru Arnold Ma. You have to know what drives change, why China consumers have no legacy and – for example – while old-style supermarkets never took off in China.Read More →
Gamers are increasingly becoming a group of luxury buyers in China, overlapping other segments, says marketing expert Arnold Ma at OZY. “Chinese luxury buyer demographics overlap with hobbies normally associated with a younger audience, such as gaming,” Arnold Ma says.Read More →
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.Read More →
Brands need to dive into youth subcultures in stead of focusing on platforms, says branding expert Arnold Ma at a meeting in London. You have to focus on people, rather than technology, and he explains how three rebellious Chinese youth subcultures relate to different brands.Read More →
2019 is nearing its end, and some of our speakers look back. Arnold Ma, CEO of Qumin, got some raving reviews of speeches he gave this year, and he would like to share. We gladly support him in sharing those client views with you.Read More →
Arnold Ma, CEO of London-based Qumin dives into China’s cashless revolution and then dives further into the country’s subcultures among its youth.Read More →
Arnold Ma, CEO of the London-based marketing agency Qumin, has decided to join the China Speakers Bureau.
His focus is on China’s opening up to global markets, with a specialty on the country’s millenniums and subcultures that are becoming key for global companies trying to finetune their China operations.Read More →
Sustainability might have been high on the agenda of major fashion brands, most consumers in China still not buy into the concept, says marketing expert Ashley Dudarenok at the Jing Daily. But there is hope for the future as brands focus on the young and future consumers.Read More →