China

Chinese marketing, consumers & brands

China


Warc News, 18 December 2014
GUANGZHOU: Almost half (49%) of Asian women, including 69% of mainland Chinese, agree or strongly agree that they prefer the experience of shopping online than in a physical store, according to a survey of five key regional markets. The Economist Int.

Warc News, 15 December 2014
BEIJING: Many Chinese brands are ignoring the importance of purpose-based marketing, according to a leading industry figure who says they are too focused on achieving quick returns when they venture overseas.Doreen Wang, global head of BrandZ, the Mi.

Warc News, 09 December 2014
BEIJING: Google remains the world's largest digital media company by some distance but a new study highlights how Chinese companies such as Tencent and Baidu are starting to erode the dominance of US businesses.The latest Digital Media Index from glo.

Fran Alberry, MRS Awards, Finalist, December 2014

This article explains how Knorr, the cooking and ingredients brand, defined authenticity as a universal term to internationalise its brand positioning.


Warc News, 08 December 2014
SHANGHAI: Chinese internet shoppers, especially women and younger consumers, are enthusiastic about buying products from overseas, an online survey has revealed.Nielsen, the research firm, polled 4,500 adult internet users from 14 major Tier 1 and Ti.

Warc News, 05 December 2014
SHANGHAI: International sports brands Adidas and Nike have taken another step in their targeting of Chinese women by opening stores that just sell female items.Nike recently opened only its second ever women-only store in Shanghai – the first was in .

Edward Bell, Admap, December 2014

This article discusses the rise of 'Singles' Day' in China, an ecommerce event where younger generations fight back against traditional expectations of marriage by shopping online.


Michel Laroche, Marcelo Vinhal Nepomuceno and Marie-Odile Richard, International Journal of Advertising, Vol. 33, No. 4, 2014
International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries. In order to provide them with better guidelines, we conduct a content analysis of humorous print ads from China, the United States and France.

Emily Barley, Event Reports, Perspectives on China, October 2014

This report looks into how Chinese consumers research and buy luxury goods and services, and discusses associated cultural trends.

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