Opinion
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Chiara Manco, January 2019
Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.
News
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03 January 2019
Didi Chuxing, the Chinese ride-hailing app, is diversifying into financial services with the launch of new products such as car insurance, personal loans and crowdfunded medical insurance.
Research Paper
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Susan (Sixue) Jia, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 561-572
Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.
News
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17 December 2018
Starbucks, the US coffee chain, has launched its first virtual store in China. The company also announced that it is teaming up with Uber Eats to deliver drinks from 2,000 of its US stores.
News
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14 December 2018
Tencent Music Entertainment Group, which is owned by Chinese tech firm Tencent Holdings, launched on the New York Stock Exchange this week as it indicated it aimed to boost the number of people in China prepared to pay for music streaming.
Research Paper
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Lei Liu, Jin Zhang and Hean Tat Keh, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 464-475
Surprisingly little empirical research has examined the effects of event marketing at the company level.
News
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13 December 2018
Chinese SUV brands have long been perceived as less safe and less desirable than Western brands, but a new study finds that, thanks to technological integration and more premium marketing, they are shaking off prejudice.
News
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11 December 2018
The LVMH fashion house’s new CEO says the brand will have to combine digital transparency and an authentic voice with a strong e-commerce experience as it moves into China.
Opinion
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Jalin Wu, December 2018
Consumer insight is the most important thing for apparel brand Uniqlo as it seeks to maintain its growth in China, says local CMO Jalin Wu who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
News
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10 December 2018
Macy’s, the US department store chain, announced last week that it will close its store on Tmall, the huge online marketplace owned by Alibaba, in a move that effectively ends its presence in China – a market that had once seemed ...
News
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07 December 2018
Shanghai has become the most expensive city for luxury living in Asia, according to a new study that also highlights the growing influence of women in the region’s luxury market, especially in China.
News
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06 December 2018
The US lingerie brand is struggling to keep its signature show fresh in its native market, but in China the brand is finding a moment of cultural change as public displays of sexuality are shedding their stigma.
Case Study
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Summer Liu, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018
KFC, the fast-food brand, used a partnership with a video game to increase sales in China.
News
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30 November 2018
Jinri Toutiao, one of China’s most popular news aggregator sites with around 120 million active daily users, is offering cash incentives for articles written to debunk fake news and rumours.
News
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28 November 2018
When Kraft Heinz launched into a new category in China, it was able to do so in just 14 months – with new manufacturing facilities and 14 SKUs – thanks to the particular way it addresses innovation.
News
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27 November 2018
China’s economic life is moving rapidly online, which can make life easier in many ways for many people but it is a development that is not without challenges for some sections of society either.
News
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26 November 2018
Dolce & Gabbana, the Italian luxury brand, has found itself at the centre of an angry consumer and official backlash in China, a market it considers to be crucial, following a marketing campaign that went disastrously wrong.
News
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26 November 2018
VPNs, or virtual private networks, are among the most searched-for apps in the world because they provide users with an encrypted internet connection, but their integrity has come into question following new research into their links with China.
News
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23 November 2018
As digital continues to sweep through China and consumer behaviour is transformed, a new study reveals a number of key trends likely to impact brands’ planning in 2019.
News
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21 November 2018
Low-cost clothing is huge business in China, but international mass-market brands haven’t been able to gain a foothold in this vast market because they’ve read it wrong.
News
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21 November 2018
Many retail brands make the mistake of getting sucked into a price spiral on Singles’ Day instead of focusing on brand attributes and consumer needs, according to one of China’s leading retail marketers.
Article
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Low Lai Chow, Event Reports, FUTR Asia Summit, October 2018
Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.
News
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20 November 2018
China’s No.2 e-commerce company is courting more top-end fashion brands with the concept of a seamless crossover between online, offline and virtual shopping.
Case Study
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Summer Liu, WARC Media Awards, Silver, Effective Channel Integration, 2018
Maybelline New York, the makeup and cosmetics brand, maximised the use of its new endorser, William Chan, to drive sales of its new Color Sensational lipstick range in China.
News
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19 November 2018
Luxury brands will need to focus on Chinese consumers over the next few years because they are expected to account for at least 45% of global sales by 2025, according to a new industry report.
