Building brands in China’s lower tiers: Strategies that work

Tessa Thorniley

This report provides an overview of the key themes and discussions at the 'Market to Watch: Building Brands Beyond Tier One in China' conference.

Building brands in China’s lower tiers: Strategies that work

Tessa Thorniley

China’s largest cities are now familiar territory for major advertisers, so what happens when they step into the relatively uncharted smaller cities?

This was the main topic of the 2012 Market to Watch: Building Brands Beyond Tier One in China conference in Shanghai. Organised by Advertising Age and Thoughtful Media China.

A range of speakers discussed the dangers and opportunities of operating outside the key business hubs of Shanghai, Beijing, Shenzhen and Guangzhou and how companies and agencies must adapt to a very different set of consumers...

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