Chinese marketing, consumers & brands


Warc News, 15 September 2014
TIANJIN/NEW YORK: As Chinese ecommerce leader Alibaba readies for a record IPO on Wall Street, Facebook, the world's largest social networking site, is still looking to establish a significant presence in China.The contrasting fortunes of the two titans of the digital world were highlighted when Vaughan Smith, Facebook vice president, told a conference in Tianjin that consumers in China were keen to access the site. "When I'm in China, I often get asked," he said. "They all come to me and say, 'Hey, when is Facebook going to come to China?'.

Warc News, 12 September 2014
SHANGHAI: Mothers in China today are not the 'tiger moms' of old but nor have they completely shaken off that stereotype according to leading industry figures. Jing Daily's Thoughtful China slot talked to a number of marketers and agencies working in this area and found a changing culture around motherhood as the current generation was less focused on academic achievement, although that remained important, and more open to encouraging their children to be happy.As Vijayanan.

Low Lai Chow, Case Studies on Warc, July 2014

This case study looks at how British Airways tapped into business-related social media to attract its target audience with carefully selected content.

Dirk Ziems and Sami Wong, ESOMAR, Congress, Nice, September 2014

This paper shows how the Chinese Zodiac can provide a model for gaining a deeper psychological understanding of the true emotional meaning of brands among Chinese consumers.

Warc News, 11 September 2014
TIANJIN: Spending by lower income Chinese consumers is set to double between 2013 and 2020, according to a new analysis which sees significant opportunities for those brands that can create value through digital innovation. Accenture, the consulting firm, said that Chinese urban consumers in the low- and middle- income segments represented 70% of nationwide urban consumers and accounted for nearly two thirds of all mass urban consumer expenditure.

Warc News, 08 September 2014
BEIJING: All foreign films and TV programmes streamed online in China will need to be licensed by the country's media regulator, the Chinese authorities announced on Friday amid reports that foreign content must not exceed 30% of the market. China's State Administration of Press and Publication, Radio, Film and Television (SAPPRFT) announced that online video sites planning to broadcast foreign content must now apply fo.

Warc News, 08 September 2014
SEOUL/SAN FRANCISCO: Facebook is building links with Asian tech manufacturers in a development that is likely to further the social media giant's reach in the region. The news that leading smartphone brand Samsung and Oculus, the virtual-reality headset maker Facebook acquired earlier this year, have released a new headset, Samsung Gear VR, that connects wirelessly to Samsung's Galaxy Note 4 phone has heightened expectations that Facebook products may feature as default options on various devices.

Li-Chun Yang and Kuan-Nien Chen, International Journal of Market Research, Digital First, September 2014
While scent is generally considered the more important factor determining consumers’ choice of cosmetics, the first impression gained by a potential purchaser is the sight of the packaging design. The purpose of this study was to investigate the relative roles of sight and smell in consumers’ choice of body lotion, using a combination of sense testing, questionnaire and interview.

Louise Fernley with Geoff Beattie, WPP Atticus Awards, Merit, Public Relations and Public Affairs

This article examines what consumers in UK, USA and China think about the honesty, transparency and ethics of brands.



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