News
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15 January 2020
Some China merchants are collateral damage in the war between e-commerce rivals Alibaba and Pinduoduo, as a growing number claim to be victims of ‘forced exclusivity’.
News
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14 January 2020
French luxury goods house Cartier will soon launch a flagship store on Tmall Luxury Pavilion, marking a new chapter in the brand’s e-commerce journey in China.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Rainy days are made fun by KFC China offering automatic discounts triggered by the weather and directing bookings towards its own app instead of third-party platforms.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
The little-known appliance maker Vatti capitalised on France's win in the 2018 FIFA World Cup, gambling on a marketing activation that paid off in absolute returns.
Article
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Nagendra Singh, Admap, January 2020
A country of China's population size and economy faces huge healthcare delivery challenges, as patients flock to tertiary hospitals in big cities – but AI is beginning to change this situation.
News
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06 January 2020
Long working hours – the so-called 996 schedule of working from 9am to 9pm six days a week – are leading to urban Chinese sleeping less and spending more time online later in the evening.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Oreo cookies gave itself the royal treatment in China in a brand crossover with the Palace Museum that won the heart of foodies and culture vultures during its own Tmall Super Brand Day.
Article
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WARC Best Practice, January 2020
This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.
News
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03 January 2020
Online channels may be essential to driving future growth in China’s luxury market, especially outside the major cities, but a physical presence in these is still seen as important for overseas brands.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Olay kicked off a social discussion on age-related taboos and judgment facing older women and urged females to instead pursue their dreams without prejudice.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Timberland built on the past success of its unusual China marketing campaign to promote its boots among young Chinese consumers, with videos that mostly avoided the faces of wearers in favour of shots of the products, and counter-intuitively stressed that the individuality of the boots increases with age.
News
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23 December 2019
Consumers around the world anticipate some form of personalisation when it comes to brand interactions, but expectations differ widely by geography, category and by type of personalisation.
Article
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Research on WARC, December 2019
Uncovers seven key areas where there is a growing demand for new services catering to the ‘night economy’ in China and challenges advertisers to reflect on whether their use of media is effective for Chinese consumers who are active in the hours after nightfall.
News
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18 December 2019
The Indian government has announced that “gift” packages from abroad will no longer be allowed to come in without the collection of import duties, in a move that is likely to affect some cross-border e-commerce.
Article
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Lauren Hallanan, Miro Li, and Elaine Wong, Research on WARC, November 2019
This report co-authored by The Meet Group and Double V Consulting specifies what makes Little Red Book (Red for short, or 小红书XiaoHongShu in Chinese) distinct for marketers, how the UGC-heavy platform bounced back from its July 2019 scandal, and how to create the right style of content for it.
Article
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Jenny Chan, Case Studies on WARC, October 2019
MAC (魅可) revised its brand appeal in the China market in an exemplary cross-industry collaboration example by simultaneously tying in with a Tencent-owned game and using celebrity pull to draw in young consumers.
Article
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Research on WARC, November 2019
This report co-authored by Deloitte, China Chamber of International Commerce, and AliResearch reflect on China’s imported goods market as digitalization realizes growth not only in top-tier cities but also lower-tier ones and rural county areas.
News
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12 December 2019
Weltmeister Automobile, the Chinese electric vehicle brand, believes a brand is more than just a brand and has developed the notion of the ‘brand as platform’ – even though this can at times seem to conflict with brand-building principles.
Article
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Low Lai Chow, Event Reports, Web in Travel (WiT), October 2019
Younger Chinese travelers have very different travel behaviours to their older counterparts.
News
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11 December 2019
This year’s Singles Day from Alibaba-owned Tmall featured a game that increased the platform’s stickiness ahead of its biggest annual shopping day, indicating a powerful tool for the Chinese e-commerce giant to fight the rising costs of new user ...
Article
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Riki Li, WARC Exclusive, December 2019
An introductory guide to Chinese social video app TikTok, including how brands can use the platform to engage with ‘fans’ and consumers.
Article
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Benoit Cacheux, WARC Exclusive, December 2019
Outlines research into consumer expectations around personalised advertising, shopping experiences and customer services.
News
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10 December 2019
Luckin Coffee, the Chinese retailer that has found stratospheric growth with its physically-light, convenient delivery platform for urban consumers, advocates a strategy of heavily pursuing a core group of users.
News
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09 December 2019
China’s GDP growth rate has fallen to 6.0%, its lowest level in 27 years, yet that has not deterred Chinese consumers from buying fast-moving consumer goods, least of all imports, which now represent 18% of China’s total FMCG consumption.
Article
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Alex Brownsell, WARC Exclusive, December 2019
WeChat offers the best entry point for international brands into the Chinese market thanks to its “open and integrated ecosystem”, according to Kenx Gao, a specialist in cross-border e-commerce.
