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.
Brands focus too much on social media platforms and generic influencers, and forget often they need to get closer to their customers, says marketing expert Arnold Ma in the McKinsey Report on the 2020 State of Fashion. In China and the rest of Asia consumers are faster to adopt new trends and increasingly guinea pigs for Western brands.
The successful social platform Tiktok got into hot water when it comes to its relation with China, now the company goes international. Former Baidu communication director Kaiser Kuo looks at The Ringer how Tiktok thrived, like others, in this climate of uncertainty, fuzziness and unpredictability that is key for China’s internet.