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.
Category Archives: branding
Gaining soft power is not an exclusive issue for China’s government. Jacky Chan and Wanda might be equally important for how the world sees China, says branding expert Ben Cavender to the South China Morning Post.
Carlsberg and Ford are two Western companies who were on they way down in China, but managed to renew themselves. Beida Business professor Jeffrey Towson uses on his website their examples to explain what companies can do to change their China operation for the better to draw some important lessons. (With a sidestep to Nanjing Fiat)
Yum! China has been spun-off and needs a solid strategy to grow in China. Franchising is such a key strategy, writes Beida business professor Jeffrey Towson on his weblog. ” This is exactly what 3G Capital has done since acquiring Burger King.”
The successful hot-pot chain HaiDiLao is not only expanding fast in China, but has also set its eyes on foreign markets. That might be too early, judges business analyst Shaun Rein in Bloomberg. Moving into markets with different requirements might be too dangerous, especially outside Asia.
When Haier took over GE’s Appliances, US management feared the future. But the Chinese takeover is very different from the American style, they discovered. Western firms are victim of their traditional viewpoints, tells IMD-professor Bill Fischer, who studied Haier’s very different corporate style, to AP.
The first wave of Chinese consumers has always been hard to get: prudent, and worried about their future. Beida business professor Jeffrey Towson describes at his weblog how the millennials have become an altogether different breed of consumers. On brand loyalty, emotion and confidence.
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.
Top executives at China’s internet giant Tencent earn higher salaries than their counterparts at Amazon, Twitter, Intel Apple and IBM, according to job portal Zhaopin.com. Business analyst Shaun Rein is not surprised, he tells the South China Morning Post. There is no other way to retain their talent in China.
Airbnb has a chance in China, unlike many other US companies in the past, argued Beida business professor Jeffrey Towson earlier in the Guardian. On his weblog he gives the US company six additional advises, including marrying into Tencent and Alibaba. Also, Airbnb’s real threat it the travel company Ctrip.