China

Chinese marketing, consumers & brands

China


Warc News, 01 April 2015
SINGAPORE: Korean beauty products are a top choice for personal use among many East Asian consumers but they are more likely to give international brands as gifts according to a new study. Researcher Nielsen polled 1,900 women aged 18 to 55 in four k.

Warc News, 01 April 2015
NEW YORK: Google continues to dominate global search advertising and will account for over half of this $81.6bn market in 2015, according to new figures. Breaking out search ad spending from digital ad spending for the first time, researcher eMarkete.

Edward Bell, Admap, April 2015

This article explains how marketers can use sex to grab attention in China, where taboos remain.


Warc News, 31 March 2015
GLOBAL: Global advertising expenditure will grow at a slightly slower rate than expected over the next two years as the Chinese market starts to come off the boil, according to a new forecast.China is now the world's second-largest ad market, accor.

Research on Warc, OMD, March 2015

This presentation summarises a survey into Chinese mobile use and reactions to mobile advertising in seven Chinese cities.


Warc News, 20 March 2015
SHANGHAI: China's middle classes aspire to buy European luxury brands, but for those who cannot afford a trip abroad, or don't want delivery, the option of shopping in a European-themed luxury discount mall is growing in popularity. These luxury "vil.

Warc News, 17 March 2015
BEIJING: Chinese consumers exhibit contradictory attitudes towards mobile advertising, with two thirds regarding it as necessary, annoying and interesting all at the same time, according to a new survey. The Dive Mobile study from media agency OMD su.

Christopher Hylton Fitzroy Nailer, Bruce William Stening and Marina Yue Zhang, International Journal of Market Research, Digital First, March 2015
For reasons primarily associated with the reliability of the data it generates, the timeliness with which it can be produced (and hence its relevance) and its limitations in handling context-sensitive issues, market research in emerging markets that relies too heavily on quantitative methodologies has considerable limitations. For this reason, there has been an increasing realisation that qualitative methods, emphasising data richness and a deep understanding of consumers – ‘why’ as well as ‘what’ and ‘how much’ – are a critical component of research in emerging markets.

Edward Bell, Admap, March 2015

This article explains how WeChat, the Chinese instant messaging service, is treading carefully with the introduction of advertising, as its users are commercially sensitive.

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