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Greater China

Greater China covers the territories of China (officially the People’s Republic of China), Hong Kong (a Special Administrative Region) and Taiwan (officially the Republic of China). The Chinese advertising market has grown significantly over the past two decades, reflecting the country’s rapid economic growth, and China is now the second-largest advertising market behind the US. Investment in digital marketing in China is now higher than investment in TV.

Key Reading

Important papers from across the Warc database

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.
Best practices and guidance on how celebrity branding influences Chinese consumers.
This article explains how marketers can use sex to grab attention in China, where taboos remain.
Predicted advertising expenditure across 12 key markets, including China, for the next two years.
Asia's leading competition recognising great strategic thinking in marketing.

Case Study

This case study describes how mobile online strategy game Mobile Strike was launched into the Taiwanese market by bringing digital background insights into TV and traditional media.

Case Study

This case study describes how chocolate brand Ferrero Rocher joined forces with the LINE communication app and the 7-11 convenience store chain to transform its image from a symbol of love to an everyday gifting product to express caring to friends.

Case Study

This case study describes how tech giant Google created a digital lantern site, the Better Wishes site, to allow users in Taiwan to share the lantern tradition in a more sustainable way and in doing so, build brand love.

Case Study

This case study describes how AXE body spray used mobile behavioural data and multi-screen behaviour as a guide to capture its Taiwanese core target audience accurately, and serve them with relevant tailored messages to trigger their interest in the brand.

Case Study

This case study describes how, after losing a jewellery client, ad agency DDB Group Hong Kong planned, developed and launched CRAFTED BY MY HEART, an iOS mobile app that allows users to customise jewellery with their heartbeat, to gain exposure for the agency.

Case Study

This case study describes how tech company Google set out to build love for its brand by creating a dedicated hub, The Voice, to give young Taiwanese citizens a platform in the country's presidential elections.
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Article

This article offers FMCG marketers five important lessons for building a successful China presence, despite the country's economic downturn.

Article

This event report details how Alibaba, a Chinese e-commerce company, has changed retail in China through continuous innovation in its omnichannel strategy.

Article

This article offers advice from Google on how marketers can use customer data across first, second and third party sources to create a single customer view.

Article

The article outlines how Mondelez, Moleskine and Secoo are using Single's Day, the world's biggest e-commerce event, as a starting point to grow their e-commerce presence in China with CRM and data-driven strategies.

Article

This article shares how some of the world's biggest brands are embracing Chinese New Year in 2017, with augmented reality, traditional culture on-demand, live video and seasonal product lines headlining.

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Article

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.
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  1. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

  2. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  3. Article

    This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.

  4. Article

    Part One of this Warc Exclusive series into Alibaba’s big data strategy covers how the world’s biggest e-commerce company builds powerful consumer models with first and third party data from Chinese consumers.

  5. Article

    This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

  6. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

View everything on this topic

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