Category Archives: advertising

Baidu has been attacked unfairly – Kaiser Kuo

Internet giant Baidu has been under attack by Chinese internet users for medical ads. Former Baidu communication director Kaiser Kuo, defends his former company and says criticism has been unfair. Main Baidu problem: failing sales, he tells TechNode.

Does Alibaba’s merchandise deal with Pokemon makes sense? – Shaun Rein/Jeffrey Towson

Alibaba Pictures has expanded its merchandise market with a new deal for the successful Japanese Pokemon. But experts differ on the question such a more makes sense for Alibaba Pictures. A diversion from its core business, says business analyst Shaun Rein. But Beidu business professor Jeffrey Towson lauds the effort for a comprehensive approach of the total value chain, he tells the 6th Tone.

Why advertising does not work in China – Tom Doctoroff

China’s consumers have always been very suspicious of any top-down broadcasting, says marketing guru Tom Doctoroff. Anything that looks like spoon-fed propaganda does not work. Advertising can work, but it is a trick country, and easy to get it wrong, he says.

Chinese brands: no price premium – Tom Doctoroff

Chinese brands might be improving, but they can still not offer a price premium, says marketing guru Tom Doctoroff and author of What Chinese Want: Culture, Communism, and China’s Modern Consumer at Campaign Asia. They are lacking long-term concepts and are mostly sales-driven, he adds.

Coca-Cola is on the wrong track selling a tin of water for US$9 – Tom Doctoroff

Coca-Cola surprised many branding experts by launching a tin of sparkling water called ‘Valser’ to Chinese consumers for US$9. It is not impossible, says branding guru Tom Doctoroff to the South China Morning Post, but then they have to change their marketing dramatically. “Turn it into a social currency,” Doctoroff says.

Branding experts at the China Speakers Bureau (updated)

Getting your branding right in China remains a challenge. Consumers react different from those in your home markets. Their media consumption is different, and their online tools – where most Western ones are blocked – are very different indeed.

At the China Speakers Bureau, we can help you in developing the right strategy, by offering leading experts on branding in China. Here we offer four or them, but we have more to offer.

Business in China: hard but doable – Tom Doctoroff

Marketing guru Tom Doctoroff left China after two decades. For Mumbrella Asia he explains how doing business with China and the Chinese is different. “China marches to the beat of a very different drum,” he says.

Moutai beats Johnny Walker on value – Shaun Rein

Kweichow Moutai, China’s favorite booze, passed on Friday with US$71.5 billion Johnny Walker owner Diageo as the world’s most valuable drink despite its dependency on the China market. They have made all the right moves, tells business analyst Shaun Rein to CNN, despite president Xi Jinping’s anti-corruption drive.

Warren Buffett sells better than sport heroes – Shaun Rein

Superinvestor Warren Buffett made a surprise appearance on CoCa-Cola’s Cherry Coke’s can during their China launch. A good move, says business analyst Shaun Rein to AP. Business leaders like him are more popular than sport starts.

Tom Doctoroff joins Prophet

Tom Doctoroff has been appointed as senior partner at Prophet, a global brand and marketing consultancy, the company announced.

Previously he was for more than two decades working for JWT in China, lastly as its APAC CEO.