Cartoon Peppa Pig was the latest to get into China’s political crosshairs, but it was not the first and will not be the last, says branding expert Tom Doctoroff. For Mumbrella Asia he gives a quick overview of those problems, and some tips to avoid them, and limit the damage when you get caught.
Category Archives: Starbucks
The trade war between China and the US is heating up, raising fears for a political backlash against US firms in China. Business analyst Ben Cavender feels it will vary very much according to the position of companies in China, he tells Reuters.
How to make money in China, and how the country works as a powerbroker are the key subjects of The War for China’s Wallet: Profiting from the New World Order by author Shaun Rein. For NPR he tells what companies are doing well, but also why the Chinese censor might ban his book, as they did with previous ones.
Business analyst Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order explained at the Hong Kong Foreign Correspondents Club how foreign companies become winners and losers in China. The “methodical, systematic plan” to garner support for the One Belt, One Road initiative was the result of a “divide and conquer” strategy on the part of the Chinese government, he said.
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”.
The long-awaited third book by Shaun Rein The War for China’s Wallet: Profiting from the New World Order is now available on Amazon. After two earlier bestsellers, Shaun Rein now focuses on the fast-changing playing field for foreign companies to make their operation work in China.
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).
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.
When you deal with consumers in China, WeChat and its payment systems, cannot be ignored. Starbucks did so for years, and lost much business, says business analyst Shaun Rein to Bloomberg. The American company now joined WeChat, although concerns about data safety remain.
Getting traction among China´s picky consumers is one thing, keeping it up is another. Larger foreign firms like Yum and Starbucks have been slow in picking up consumer trends in China, says business analyst Shaun Rein to Bloomberg, for example in their adoption of fintech developments.