Multinationals knew they were up for a hard time in fighting local brands in China, but local brands all over Asia are becoming more successful, says business analyst Shaun Rein to Industry Week. Consumers are changing their preferences to local brands.Read More →
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.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 →
TikTok and Douyin, both owned by Bytedance, are two short-video successes, undermining the supremacy of WeChat, explains marketing guru Arnold Ma and CEO of London-based agency Qumin at the China Film Insider. Just like Facebook, WeChat is losing traction among the youngsters, he says.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 →
Understanding the consumer in China is tough for most foreign companies entering this competitive market, says retail analyst Ben Cavender. There is no escape from shopping here, as retail is fully integrated into daily life. “China is where all the future trends are happening,” he says.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 →
China’s consumers used to pay a premium to foreign products, because of the presumed quality and status connected to it. But those easy days for foreign brands are over, says business analyst Shaun Rein at the City Wireselect.Read More →
The battle of selling China internally in your larger company is still a struggle, says marketing expert Ashley Dudarenok, at her daily vlog. Heads of China operation feel lonely as they have to explain their headquarters how China works. Outdated views on China, and a global marketing department unwilling to adapt their material to China are just some of their problems.Read More →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 →
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 →