The World Federation of Advertisers has been holding its annual conference in Beijing as part of the organisation's Global Advertising Week. The sessions mixed local and international marketers, and presentations in both English and Mandarin. Not everything made it through the translators - one particular reference to a "sausage scandal” drew puzzled looks from the non-Chinese delegates.
There's plenty to write up, and we'll be running a full report on Warc next week. But as a taster, it's worth highlighting some interesting points made by Julia Goldin, global CMO of Revlon.
Revlon has conducted research into the attitudes of women in China, especially those aged 20-39. The study, she said, highlighted three "tensions”:
"There is an assumption that the market is sophisticated because of the number of products available,” said Goldin.
But in fact, women in China know relatively little about the difference between beauty products and how they are used. Many purchase decisions are made on price (high price equals prestige), not the function of the product.
Their number one source of information is word-of-mouth, particularly online, with TV as number two. There is a clear role for brands in this situation to explain to consumers what their brands are actually for.