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Greater China


Key reading

Chinese luxury

Debunking six myths about the Chinese luxury consumer

This event report discusses and questions several myths about luxury shoppers in China. These include: that this group of shoppers just wants to accumulate more things, that they like direct mail, and that they enjoy flaunting their wealth.
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Celebrity in China: Five trends of influence building

Best practices and guidance on how celebrity branding influences Chinese consumers.

Sex sells in China

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

International Ad Forecast

Predicted advertising expenditure across 12 key markets, including China, for the next two years.

The Warc Prize for Asian Strategy

Asia's leading competition recognising great strategic thinking in marketing.




Latest case studies

Cornetto: Cornetto love can't wait

This case study describes how Cornetto, a leader in ice cream cones within China, created the first ever 'digital led, mobile first' campaign by integrating online and offline all through a teenager's mobile phone.

McDonald's Hong Kong: A Surprise in Disguise

This case study shows how McDonald's, a fast food chain, partnered with a celebrity chef to created a pop-up restaurant and increase the Quarter Pounder Burger consumption in Hong Kong.

Snickers: Hungry Slip-ups

This case study describes how Snickers Hong Kong rose from anonymity to fame by creating a platform to help Hong Kong residents call out public figures for their mistakes in a humorous way.

Visa: The Voice

This case study shows how Visa, a credit card company, used social media to confront negative stereotypes of Chinese travellers and stole market share from its local competitor in China.

Latest articles

How fighting piracy built Tencent’s music streaming empire, QQ Music, in China

This article explores how Tencent, which owns QQ Music and WeChat, was able build a successful paid music streaming service in China with a focus on omni-channel marketing, volume of subscriptions over price, and music label partnerships.

China’s cashless transformation: Millennials, WeChat lead mobile payments boom

The article explores how China's millennials are using WeChat and Alipay to fuel a mobile payments boom in the country, and offers practical advice for brands looking to integrate these apps into their China strategy.

Point of view: Personalisation in China

This article explores the cultural, commercial and attitudinal differences between the West's cautious view of personalisation and China's leap toward it.

Singapore, Hong Kong millennials do financial services differently

This article explores behavioural research on how millennials in Singapore and Hong Kong engage with financial services products.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com