China

Chinese marketing, consumers & brands

China


Warc News, 02 October 2014
SHANGHAI/BOSTON: Western multinational businesses have long seen emerging economies as markets that can be exploited but have been slow to see them as sources of innovation. In a blog post for the Harvard Business review, Vijay Govindarajan, a professor at Dartmouth College, highlighted the recent success of the Indian Space Research Organisation in putting a satellite in orbit around Mars at a fraction of the cost it takes NASA.

Milo Chao and Catherine Talpey, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Adidas, the sportswear brand, launched its first-ever local campaign targeting Chinese women by focussing on 'sisterhood'.


Andreas Krasser, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Anmum, an infant formula milk brand, launched with a new approach to the category in Hong Kong by highlighting tangible short-term benefits of its product.


Matt Che, Joslyn Wu and Ed Tsue, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Harbin, a Chinese beer brand, presented itself as central to the opportunity offered by the soccer World Cup to break away from the daily grind.


Calvin Chow, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how retirement solutions' provider Manulife made people in Hong Kong realise the importance of starting their retirement planning early.


Hans Lopez-Vito, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how private online news provider NetEase pushed China's strict state controls by challenging people not to follow the news blindly.


Kaiyu Li, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Mizone, a soft drinks brand, reinvigorated itself in China by targeting young people with an 'antidote to stress' message.


Warc News, 26 September 2014
BEIJING: Women are a major reason for the boom in China's ecommerce which is set to be given a further boost by customs reforms making it easier for them to shop overseas. A report from Minsheng Securities highlighted the fact that women are responsible for more than 60% of general goods purchases made online in China, while 70% of all people involved in group buying online in China are women.

Warc News, 24 September 2014
BEIJING: The rapid growth in the number of Chinese tourists travelling overseas is leading to a widening gap in the country's net tourism spend, with the nation's inbound tourism rates remaining sluggish. "A tourism deficit greater than $100bn is a sure thing this year," according to Dai Bin, president of the China Tourism Academy. A new report from his organisation predicts that a total of 116m Chinese will travel overseas during 2014 and will spend $155bn, a 20% increase on the previous year.

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