Category Archives: consumers

What if your customers cannot pronounce your name – Shaun Rein

Chinese brands like Huawei and Xiaomi have not only legal problems to enter the lucrative US market, says business analyst Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order. It would also help if potential buyers would be able to pronounce the name of the product they are expected to purchase, he tells the South China Morning Post.

“Star Wars” lacks cult following in China – Ben Cavender

While many movie watchers even get fussy feelings when they hear the words “Star War”, China is lacking such a cult following, explains branding expert Ben Cavender to CNBC. Movies that would be a hit elsewhere in the world, are just not working in China, he says.

How bike-sharing might work – Jeffrey Towson

Bike-sharing firms like Mobike and Ofo might work out, explains Jeffrey Towson, investment professor at the Peking University. “It is unusual but not crazy,” he tells about the pervasive marketing strategy of bike-sharing. Independent assets moving around might just be the new thing.

How China’s state and consumer wallets relate – Shaun Rein

China is using its growing state power to put pressure on other countries and companies, but it is not only the government, argues business analyst Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order. The government has become very sophisticated in using also the consumer wallets to put pressure on foreign brands and tourist destinations, he tells The Diplomat.

How Starbucks conquered a tea-drinking nation – Tom Doctoroff

Starbucks opened its largest outlet last week in Shanghai, and is moving from US to China as its largest operation. Marketing guru Tom Doctoroff looks at the strategy of the US coffee retailer who entered a tea-drinking nation, and gained tracking few foreign companies got, he explains in IdealsShanghai. “A Houdini act of Marketing”.

Bike-sharing: only at the start of their development – Jeffrey Towson

Bike-sharing companies in China had a rough year, combining huge investments and limited returns. Smaller ones went bankrupt and market leaders Mobike and Ofo are rumored to discuss a merger. Peking University investment professor Jeffrey Towson still see enough room for success, he tells the South China Morning Post.

Will bike-share firms merge? Not yet – Jeffrey Towson

Will Mobike and Ofo, China’s largest bike-sharing companies merge, like car-sharing firm did in the past? Not yet, says Peking University professor Jeffrey Towson. International expansions goes well, capital is freely available, and a crippling price war has not yet emerged, he argues.

“The War for China’s Wallets” now available – Shaun Rein

Shaun Rein’s long-awaited new book The War for China’s Wallet: Profiting from the New World Order is now available at Amazon and possible a bookstore near you. “This book covers more geopolitics than my previous two books and looks at how China is cementing its power through economic carrots/ initiatives like One Belt One Road and by punishing countries like Norway and companies like Lotte that do not follow its wants politically. The book looks at how China is dealing with Southeast Asia, the Korean Peninsula, the Middle East, and how the US needs to respond,” he writes at the publisher’s website. 

Multinationals: losing to local brands – Shaun Rein

Multinationals are increasingly losing markets to local competitors, says business analyst Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order to Bloomberg, and founder of the China Market Research Group. “Multinationals underestimated local competition,” said Shaun Rein.

The golden rules of marketing in China – Tom Doctoroff

Brand expert, Prophet senior partner and ex-JWT veteran Tom Doctoroff unveiled “three golden rules for marketing in China” at Mumbrella360 Asia.  Doctoroff said brands need to understand the Confucian “tension” between climbing social hierarchy and protecting oneself from social or economic failure.