Getting traction from Chinese consumers is increasingly becoming harder for brands. Prada has been investing in its relationship, but has a hard time to become relevant again for their key consumers, says retail analyst Ben Cavender to CNN. CNN: China is one of the world’s biggest markets for luxury goods,Read More →
China offers brands a wide range of channels to get to their consumers, but picking those channels should be done selective, says marketing veteran Ashley Dudarenok, especially when your budgets are tight, she explains at Marketing-interactive.Read More →
Key Opinion Leaders (KOLs) in China differ very much from their colleagues in Europe and the US, says China marketing veteran Ashley Dudarenok, author of Digital China: Working with Bloggers, Influencers and KOLs to Vultlab. Western companies certainly need a China-strategy to enter this very different market, Ashley argues.Read More →
Marketing veteran Ashleys Dudarenok talks to successful vlogger Susie Hu about the competitive vlogging ecosystem on mainland China, where large numbers of would-be online celebrities try to join. What is your core value? How can you stand out among the competition and what are the most successful platforms?Read More →
Marketing veteran Ashley Dudarenok explains how the rebellious Peppa Pig, once denounced by the government as a “gangster” became one of the more popular symbols in the just started Year of the Pig.Read More →
Luxury brands jumped on Douyin, a hip short video app that is popular among China’s young social media users, that has even been called the WeChat for luxury goods. Wrong, very wrong, says marketing veteran Ashley Dudarenok to the Jing Daily.Read More →
Beijing’s Forbidden City tried to follow international cultural centers by developing itself as a brand. But business analyst Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order, wonders if the effort has been very successful, he says in the South China Morning Post.Read More →
Dolce&Gabbana was the latest fashion brand to feel the growing power of picky Chinese consumers, but it will certainly not be the last one, says consumer analyst Ben Cavender to the New York Times. “The reality is this is probably going to kill growth for them,” he said on D&G.Read More →
Fashion brand Dolce&Gabbana got blamed for racism by its Chinese customers after using a promotional video, celebrities withdrew from a show planned for Wednesday in Shanghai and the brand withdrew its goods. The damage to the brand will be lasting, says branding expert Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order to AP.Read More →
Self-made cyber celebrities take over positions of established Key Opinion Leaders (KOL’s) and redefine marketing, says vlogger and China-veteran Ashley Dudarenok to the China Daily. Brands are discovering the new trend.Read More →
China is in the middle of the 10th Single’s Day, a very successful shopping holiday. But both the US-China trade war and the drop in stock markets might hit the most optimistic expectations as consumer confidence drops, says business analyst Shaun Rein, author of The War for China’s Wallet: Profiting fromRead More →
Marketing guru Ashley Dudarenok co-authored with Lauren Hallanan her latest book, Digital China: Working with Bloggers, Influencers and KOLs, a hands-on introduction into the tricky e-commerce market in China for foreign companies, for one week available at Amazon for only US$0.99.Read More →