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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.
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.
Peta: Online fur shop
This case study explains how Peta, an animal rights non-profit organization, used an ecommerce platform to change people's behaviour when it came to buying fur in China.
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.
Five tips to avoid brand name blunders in China
This article explains five important considerations for multi-national brands when developing their local brand name in China, and how to avoid common pitfalls of Chinese localization.
Deliveroo cracks Hong Kong with data-driven segmentation and customer experience
The article explains how Deliveroo, a UK-founded food delivery service, successfully launched its product in Hong Kong with data-driven segmentation, localization and a focus on customer experience.
Mythbusting Hong Kong's Television and Digital Video Evolution
This research from busts five myths about how Hong Kong consumes video content based on data from both local and international video platforms, with a particular focus on the changing balance between television, OTT and digital video opportunities.
Uber goes big with A/B testing, localization and experiential marketing
This article outlines how Uber, the ride-hailing app, built its presence in Hong Kong with A/B testing, experiential marketing and a highly-localized approach to omni-channel outreach.
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