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).
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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.
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.
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 belong to the smartest shoppers of this planet, says branding guru Tom Doctoroff. They do not mind to pay a premium, as long as there is a good value proposition. “They seek both reassurance and inspiration” from brands, he says. And if a brand like Apple does not offer a new phone this year, they will just wait, hurting Apple in its revenue.
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 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.
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.
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.