China

Chinese marketing, consumers & brands

China


Warc News, 30 January 2015
SINGAPORE: Marketers in China and beyond are preparing for the upcoming Chinese New Year, with several countries easing visa requirements in order to attract an influx of lucrative travellers. Wego, the travel search website, noted that these include.

Warc News, 30 January 2015
JAKARTA: Smartphone shipments to Indonesia will grow 20% during 2015 and will give a boost to the country's ecommerce industry, according to a new forecast from research firm IDC. Some 24.8m smartphones were shipped in 2014 and IDC expects this figur.

Warc News, 29 January 2015
SHANGHAI: Marketers in China have reached the limits of their current approach to exploiting the popularity of Korean culture and need to move to the next stage, a leading industry figure has said. Speaking to Thoughtful China, Laurence Lim-Dally, ma.

Warc News, 28 January 2015
BEIJING: The brand value of internet service company Tencent has almost doubled in the past year, pushing it to the top of the 2015 BrandZ rankings. The fifth BrandZ Top 100 Most Valuable Chinese Brands, produced by Millward Brown and based on financ.

Warc News, 27 January 2015
SINGAPORE: Asian brands are increasingly turning to international agency networks for their advertising needs rather than working with local shops, a new study has said. This signals the acceleration of a trend that media monitoring firm Pearlfinders.

Li-Chun Yang and Kuan-Nien Chen, International Journal of Market Research, Vol. 57, No. 1, 2015
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.

Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort, International Journal of Market Research, Vol. 57, No. 1, 2015
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour.

Edward Bell, Admap, January 2015

This article discusses changes in China's media landscape, as it becomes slightly more open to global brands.


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.

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