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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.
Sony: Dreams come true
This case study describes how Sony, an electronic goods brand in Hong Kong, launched a campaign with YouTube to showcase Sony products and encourage Hong Kong people to dream.
adidas: Boost your summer
This case study describes how adidas, a leading sports brand in Hong Kong, created a sports hub to maintain its position as market leader.
MasterCard: Mother’s Day powered by the digital and e-commerce engine
This case study describes how MasterCard, the second-largest credit card brand in Asia-Pacific, created a campaign around Mother's Day to improve its competitive offering to customers in different countries.
Lifebuoy: Anti-bacterial Red Packet
This case study describes how the anti-bacterial soap Lifebuoy used innovative packaging to put itself at the heart of the celebrations surrounding Chinese New Year.
Recall or re-enact? How HP discovered the true digital path-to-purchase of Chinese consumers
This article reveals the findings of a study of the path-to-purchase and the shopping behaviours of buyers of personal notebooks and tablet computers on different online channels.
How Anheuser-Busch InBev used mobile discovery to reveal the passions of Chinese youth
This paper looks at the opportunities in the Chinese beer market for new brands as incomes grow, and at the proliferation of smartphones and other digital tools that will create better research in the alcoholic beverage category.
Chinese Gen Y, the generation of opportunities: A psychographic portrait of their values, lifestyles, and consumption attitudes
This paper looks at the Chinese millennial, studying the values and attitudes of the generation that will form the 'most important consumer society in the world'.
How Intercontinental Hotels Group attracts China's travellers
This event report outlines how Intercontinental Hotels Group successfully tailored their marketing strategy to appeal to Chinese consumer behaviours as the number of Chinese outward bound travellers hits record highs.
How Alibaba uses consumer data models to drive offline conversions
This piece is Part Two of Warc's exclusive series on Alibaba's big data strategy, and provides case studies on how Alibaba's data initiatives have driven business results for offline retailers.
How Alibaba uses big data to understand China’s shoppers
Part One of this Warc Exclusive series into Alibaba’s big data strategy covers how the world’s biggest e-commerce company builds powerful consumer models with first and third party data from Chinese consumers.
Point of view: AI and WeChat
This article explores how Chinese brands – in particular, the messaging app WeChat – are interacting with and making use of artificial intelligence (AI).
How to create engaging video advertising In Hong Kong
This piece explores how brands can build creative video advertising for the Hong Kong market which boost viewer engagement.
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