China

Information and insights on China's economy and marketing industry

China


Warc News, 21 April 2014
NEW YORK/BEIJING: Foreign adtech companies attempting to gain a foothold in the Chinese market may need to need to take a step backwards if they are to take advantage of the opportunities available leading industry figures have said. Peter and Cain Wang, ceo and coo respectively of AdsMOGO, a major Chinese ad exchange, were responding to a question.

Warc News, 18 April 2014
BEIJING: Retail sales in China are growing faster than the overall economy thanks in part to the rapid expansion of online shopping, an area where global brands need to adopt a more proactive approach according to a new report. Latest data shows that the overall economy grew at 7.4% in the first quarter compared to a year earlier. This was the slo.

Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses how Chinese internet users consume online video, based on information from Youku Tudou. Fully 400 million people access its platform every month, equivalent to roughly a third of the country's population.

Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses several myths about Chinese luxury shoppers. Some of the main misapprehensions include: they just want to accumulate more possessions (in fact, product quality is a priority); they can effectively be told what to buy (in reality, they are evermore educated and discriminating); they always look at the logo first (standing out is increasingly important); they are purchasing high-end goods online (the in-store experience is still highly valued); they like direct mail (mobile tools like WeChat are the preferred option); and they enjoy flaunting their wealth (sharing news about luxury purchases now typically occurs in private, one-to-one forums, such as via Skype).

Prasanna Kumar, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Pantene introduced its newest product, Cora, into China's highly competitive hair care category, targeting young users through social media and mobile. A popular Chinese microblogging website (also accessible on mobile) was used to promote films featuring a celebrity, with 'nature' themes to match the brand message.

Herman Cheng, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how the Taikang Life Insurance Company ended up 'owning' a day, after using social media to promote its brand in China. Taikang Life Insurance needed to increase sales of its insurance policies but faced a competitive market and a limited budget.

Kim Lam, Florence Wong, Yvonne Lau and Nick Hui, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Nestle partnered with a popular boy band to cast confectionery brand FRUTIPS in a fresh light in Hong Kong. It targeted 15-24 year olds through fun, humorous experiences and content that were shared through social media.

Ashish William and Win Huang, Warc Prize for Social Strategy, Entrant, 2014
This case study describes Procter and Gamble's, the multinational consumer goods company, sponsorship of the 2012 London Olympic Games which took a different approach to others by focussing on the relationship between athletes and their mothers. Consumer research suggests that in Asia, and China in particular, children do not have to spend a lot in order to please their moms, and yet a great number of consumers had expressed their guilt over not appreciating their moms enough.

Warc News, 10 April 2014
BEIJING: Chinese consumers are three times more likely to shop online every week than the global average and do so using a mobile, new research has revealed. For its Achieving Total Retail report, consulting firm PwC surveyed 15,000 online shoppers around the world in 15 countries and regions, including 900 in China.

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