In 2017, May 10 was declared the annual ‘Chinese Brands Day’ as the Chinese government, keen to build the country’s influence internationally, looked to help promote ‘Made In China’ brands. Here, Doreen Wang gives her thoughts on the impact of the initiative just after its first anniversary and looks at how Chinese brands focus on growth.
Chinese New Year falls on Friday February 16 this year and we leave the rooster and move into the year of the dog. But alongside this traditional celebration, the Chinese calendar is now filling up with new events that are designed to entice consumers into shopping and spending. Elspeth Cheung identifies the best digital & events marketing strategies for festivals new and old.
From international exporter to consumer-driven importer, China is changing: urban, urbane, tech-savvy and sophisticated, smartphone users are falling in love with luxury brands, embracing cross-border consumerism and driving a Chinese e-retail boom.
Selling to Chinese consumers requires a bespoke approach. Don Zhao explains how brands should talk to this audience and gives examples of those that have been successful.