What is happening to the trade shows? The bigger events are not yet sure about their future. While even some of the most established trade show organizers start to file for bankruptcy, some see a future ahead in fully or partly virtual events, reports the Global Trade Magazine. For smaller events recovery might a slightly easier, the massive gatherings might have a hard time to recover any time soon from the coronavirus crisis, says the magazine.
China’s Anta bought in 2009 the Italian sports shoe brand Fila for China and plans to take on Nike and Adidas during the 2022 Olympic Winter Games in Beijing. Branding expert Ben Cavender sees Li-Ning and other domestic brands as the first hurdle to take before Anta can really compete globally, he says in the Fair Observer.
The Indian startup TryNdBuy has been adopted by the Chinaccelerator, and Shanghai-based managing director William Bao Bean explains why the virtual fitting room has a good chance to succeed in China, he tells at Livemint. Up to now, every virtual fitting room including Amazon and Microsoft, makes the consumer look bad, he explains.
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.