Chinese marketing, consumers & brands


Warc News, 22 October 2014
BEIJING: Online retail sales in China are growing more than four times as fast as overall retail according to official figures, and the traditional retail sector is going to have to develop greater agility if it is to keep pace with consumers. The National Bureau of Statistics reported that in the first nine months of the year retail sales were up 12% year on year to 18.92 trillion yuan, while online retail sales had surged 49.9% to 1.82 trillion yuan during the same period.

Warc News, 17 October 2014
SHANGHAI: Singles' Day, an unofficial Chinese holiday on November 11 and the world's single biggest shopping day, is about to go global under plans announced by Alibaba, the ecommerce giant.The annual sales event is significant for China's ecommerce .

Rohan Lightfoot, Jennifer Lin and Tim Doherty, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola invented a new form of music-sharing in a summer campaign in China, to appeal to younger consumers.

Warc News, 14 October 2014
NUREMBERG: Chinese and American consumers are far more open than their British and German counterparts to the functional possibilities offered by smartwatches, according to a new survey conducted in five countries.The Chinese, in particular, see valu.

Warc News, 13 October 2014
SHANGHAI/LONDON: China is on track to overtake Japan as the second largest luxury market in the world by 2019, according to new industry data from Euromonitor International.Even though China dropped from third to fourth place in the research firm's g.

Warc News, 09 October 2014
HONG KONG: Around the world most online shoppers continue to visit physical stores except in China, where a new study reveals that the majority no longer do so.Activation agency Geometry Global conducted research among more than 9,000 people in 12 co.

Case Study

Nike: Locker room
MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how Nike connected with true sneaker enthusiasts in Hong Kong, using a mobile solution to place its products directly in the hands of the true target market.

MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how China's ice cream market leader, Walls Cornetto, turned to mobile social channels to build brand appeal, preference and purchase frequency, and maintain its leadership position among 15-25 year olds.

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.



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