Marketing of luxury products in China is often done in a rather simplistic way; differentiating the market according to age, income and other features is key, says marketing guru Tom Doctoroff in Campaign Asia.
From embracing Western festivals such as Valentine’s Day, to the fixation with luxury brands, China’s consumer landscape is complex and varied. Tom Doctoroff, North Asia area director and Greater China CEO at JWT says products need to be positioned with a clear return on consumer investment.
“It is important to understand how income and age relate to the way consumers engage with brands and the role they play in consumers lives,” he says, adding that luxury goods and must-have products are often seen as tools for career and personal development.
“As people achieve the means to reach the hallowed grounds of the middle class, there is still the need to fit into Chinese society, tempered by ambition and regimentation — the need to stand out whilst fitting in.”
Tom Docotoroff is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Do get in touch or fill in our speakers’ request form.
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