News
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18/09/2020
Young Chinese people born after 2000 epitomise one of the paradoxes of modern China: as the country’s economy hurtles into modernity, the dominant intellectual stance hews toward conservative, Confucian ideals – brands need to take note.
Case Study
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Owen Smith, WARC Prize for Asian Strategy, Shortlisted, 2020
Hair care brand Pantene leveraged China's Singles' Day shopping event to get consumers' attention with their Breakup Salon brand experience.
Case Study
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Matthew Nolan, Nicholas Short, WARC Prize for Asian Strategy, Shortlisted, 2020
Sports brand Nike created a livestream workout series on WeChat and TikTok to maintain a connection with customers and athletes as lockdown began in China.
Case Study
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My Troedsson, WARC Prize for Asian Strategy, Shortlisted, 2020
Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.
Case Study
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Matthew Nolan, Lauren Cadman, Nicholas Short, WARC Prize for Asian Strategy, Shortlisted, 2020
Nike created buzz around its fastest running shoe, the Next%, to cut through the lifestyle clutter of the running shoe market in China and drive a halo effect across mass audiences.
News
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15/09/2020
Consumers in China are increasingly concerned about daily health management and their own immunity, which is increasing spend in healthcare products, according to new research from Mintel.
Article
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Jenni Romaniuk and Ava Huang, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 546-560
Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers' perceptual responses about non-luxury brands extend to luxury brands.
News
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21/08/2020
With international travel increasingly difficult, Chinese luxury consumers are indulging in shopping sprees instead, according to a new study by consulting firm Agility Research & Strategy.
News
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13/08/2020
Luxury fashion brand Balenciaga has faced a tidal wave of criticism in China over promotional pictures of products it has created for the Qixi festival, but some observers suggest people are too ready to find fault with western brands.
Opinion
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Gianmauro Vella, August 2020
Gianmauro Vella, PepsiCo Head of Design APAC & AMESA, explains the design strategy behind the soft drinks company's limited-edition cans.
News
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05/08/2020
Livestreaming in China is growing fast and has a fundamental impact on a brand’s market share, according to data analytics business Yimian.
Article
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WARC Best Practice, August 2020
A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Article
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Alex Zhang, WARC Best Practice, July 2020
Brands are now looking to transform the way they reach customers, but not all transformation is always good - here are three steps to adjust to the post-COVID e-commerce world.
Article
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Rong Zhang, Edison Wang, Tina Luo, Leo Huang (@Yimian), WARC Trends
Livestreaming is an e-commerce format that has been developing rapidly since the beginning of the year, accelerated by store closures and consumers spending more time at home in Q1 of this year.
Article
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Dennis Potgraven, WARC Exclusive, June 2020
Already having the largest share of retail in the world, Chinese e-commerce sites have attracted even more new users during the COVID-19 pandemic.
News
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31/07/2020
Brands and retailers are gearing up for next month’s Qixi Festival – China’s equivalent of Valentine’s Day – but changing cultural attitudes and lockdown-induced behavioural shifts point towards the growth of new gifting habits.
Article
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Cong Li, Gunwoo Yoon, and John Petit, International Journal of Market Research, Vol. 63, No. 4, 2020, pp. 418-431
Given the rapid growth of many Asian economies in recent years, Asian advertising research is attracting increasing attention.
News
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24/07/2020
As some countries begin to show some success in dealing with COVID-19, individuals in China are once again considering the possibility of resuming travel in the near future.
News
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22/07/2020
Chinese smartphone and electronics brands such as Xiaomi, Vivo, Haier, Oppo and OnePlus are reviving their marketing and advertising spends in India.
News
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21/07/2020
Cinemas across China could open under new guidelines as one of the hardest-hit sectors of the media returns to business after six months – the success of any initiative will likely inform re-opening efforts around the world.
News
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21/07/2020
China and India have over-indexed on concerns about the on-going coronavirus outbreak, while Japan has kept pace with global norms, according to a new study by McCann Worldgroup.
News
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16/07/2020
Food delivery giant Meituan Dianping and video streaming platform Bilibili are reported to have joined ride-hailing startup Didi Chuxing in exploring the possible use of a digital currency developed by the People’s Bank of China.
News
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13/07/2020
Despite the uncertainties occasioned by COVID-19 and US trade sanctions, Chinese tech giant Alibaba has set its sights on serving 2 billion consumers globally.
News
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13/07/2020
The popularity of e-commerce platforms is leading to a clear slowdown of traditional retail in China, but the future lies in online to offline (O2O), according to Havas, and there’s a major content opportunity there for local brands.
News
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08/07/2020
A sweeping new security law in Hong Kong has raised questions for big tech companies’ operations in the territory, with Facebook, Google and Twitter temporarily blocking authorities’ access to user data; TikTok – under pressure around the world for ...
