China’s telecom giant Huawei turned on an unprecedented PR machine after it got into rough weather and even exposed its reclusive founder to foreign journalists. Too late, too little, but not untypical for most Chinese companies, even when they have global aspirations, says marketing veteran Tom Doctoroff to the Holmes Report.
Category Archives: branding
The battle of selling China internally in your larger company is still a struggle, says marketing expert Ashley Dudarenok, at her daily vlog. Heads of China operation feel lonely as they have to explain their headquarters how China works. Outdated views on China, and a global marketing department unwilling to adapt their material to China are just some of their problems.
China has not only the largest group of online consumers but also a fully different digital ecosystem compared to the rest of the world. Digital veteran Matthew Brennan explains why the rest of the world needs to learn from China.
In a new trend, China brands are looking to cross traditional borders, seeking more synergy, says retail expert Ben Cavender to the China Daily. “Part of the challenge is in making the product meaningful to consumers,” said Cavender.
China veteran Tom Doctoroff will join the electric vehicle startup Evelozcity in Los Angeles as head of marketing and leaves his current position at Prophet, he announced, according to Marketing-interactive. The company will get a more sexy name down the road.
Key Opinion Leaders (KOLs) in China differ very much from their colleagues in Europe and the US, says China marketing veteran Ashley Dudarenok, author of Digital China: Working with Bloggers, Influencers and KOLs to Vultlab. Western companies certainly need a China-strategy to enter this very different market, Ashley argues.
A dramatic consolidation has made life tough for all startups in China, including those focusing on travel, says William Bao Bean, the managing director of the Chinaccelerator, China’s first and leading startup accelerator based in Shanghai, to Phocuswire. Opportunities he still sees for the fast-growing number of outbound Chinese tourists.
Marketing veteran Ashley Dudarenok explains how the rebellious Peppa Pig, once denounced by the government as a “gangster” became one of the more popular symbols in the just started Year of the Pig.
Luxury brands jumped on Douyin, a hip short video app that is popular among China’s young social media users, that has even been called the WeChat for luxury goods. Wrong, very wrong, says marketing veteran Ashley Dudarenok to the Jing Daily.
Zhang Xiaolong, the founder of Tencent’s WeChat, delivered a speech on how the future of the company looks like. Tencent watcher Matthew Brennan looks at the way Tencent is doing things different than Apple, and why their mini-programs might be a winner, in Technode.