China’s consumers are perceived to be some of the most promiscuous in the world when it comes to picking brands. But there are ways to avoid this conundrum, says branding expert Tom Doctoroff at his LinkedIn page, using the Prophet’s Brand Relevance Index (BRI).
Category Archives: branding
If at any place the switch from brick-and-mortar is going fast, it is China. Permanent online consumers comment, exchange information, and buy 24/7. When you sit down in a restaurant, you first ask the code for the free wifi, before the menu. When you travel abroad, you constantly discuss with friends and family back how, what to buy, or what not to buy.
Blending online and offline operations has become an art in China, where the West can learn from, argues marketing expert Tom Doctoroff, on his LinkedIn Page. In Europe and America are offline retail operation declining, while that is not needed, he things.
WeChat expert Matthew Brennan has joined the China Speakers Bureau this week. China’ online giants dominate its economic, social and financial life, with Tencent’s WeChat as the major force, trailed by Alibaba and Sina’s Weibo.
WeChat is China’s operating system for your life, says Matthew Brennan in one of his presentations.
Lynk & CO and NIO both launched their first production models at the Shanghai auto show in April, but the question is whether new technology is enough to sell their cars. Branding expert Tom Doctoroff says to Wardsauto that the newcomers on this market need a bit more to succeed.
Hypes are a part of China’s competitive climate, and with the hypes VC capital floods industries, like bike-sharing and food deliveries. And that might be nice for a while, warns Shanghai-based VC veteran William Bao Bean, it does not mean the best ideas get funded, he tells the Globe&Mail.
Competition in China is rough and bloody for almost every company that even has the smell of possible success. But Beida business professor Jeffrey Towson did not yet find a reason why this rule does not apply to Starbucks. No competitor gets near the giant and – he wonders at his weblog – there is no real reason for that.
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.
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.