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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

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.

Latest articles

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.

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