Building loyalty in China: Examples from Vancl, Nike and adidas

Low Lai Chow

This event report discusses how brands are building loyalty among Chinese consumers. Most such efforts are based around tapping needs and emotions playing into three areas: "me", "we" and "connecting with the world".

Building loyalty in China: Examples from Vancl, Nike and adidas

Low Lai Chow

Brands seeking to build loyalty and advocacy typically talk about forging genuine bonds with consumers – but in China at least, the reality is often quite different.

"What we have right now is a coexistence of two very fundamental models of loyalty – and that is top-down and bottom-up models," Tom Doctoroff, chief executive for Asia Pacific at agency network JWT, told delegates at AdAsia 2013.

"At its worst, the top-down model is like propaganda," he asserted. As such, this approach typically makes claims such as "We...

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