Category Archives: branding

Why global brands fail in China – Shaun Rein

While some brands like Nike and Intel make neat profits in China, the country has become a corporate graveyard for many other global brands. Why do global brands fail in China, wonders business analyst Shaun Rein in CNBC. They should focus on China.

The Chinese consumer – Helen Wang

Author Helen Wang of The Chinese Dream introduced her book on December 5 at the Asia House in London, on the invitation of Lord Wei. Here is what she had to say about the Chinese consumer.

What Chinese want – Tom Doctoroff

The Communist Party is certainly not on the way out, argues Tom Doctoroff in The Huffington Post. It is one of three arguments in Doctoroff’s upcoming book What Chinese Want: Culture, Communism and China’s Modern Consumer, expected in May 2012. Political change is not on the agenda.

Global brands must go local to win – Shaun Rein

Global brands are focusing increasingly on China’s domestic consumption, but they will lose out if they do not take localization and the wishes of China’s consumers serious, writes business analyst Shaun Rein in CNBC. He recalls an international footwear company with sluggish sales in China.

‘Wait and see’ for advertising in 2012 – Tom Doctoroff

Tom Doctoroff of JWT in Shanghai discusses with colleagues his bullish predictions on advertising in China for 2012 at Thoughtful China. Doctoroff see ‘nervousness’ among his multinational clients, as media costs skyrocket.

Audi loses traction as consumer preferences change – Shaun Rein

Audi has lost 25% market share over two years time, as consumers prefer sexier cars like Mercedes and BMW, tells business analyst Shaun Rein in Bloomberg. Audi’s asset as a government car has now become a liability.

Needed: a China-first strategy – Shaun Rein

During a meeting with the board of one of the largest FMCG companies, business analyst Shaun Rein pleaded for a ‘China-first’ strategy, as the country is key for the companies development. Some of his arguments he summarized in CNBC. Take Apple as an example.

The new global consumer: Chinese – Tricia Wang

Researcher Tricia Wang sends us through her websitea telling advertisement from Guangzhou depicting the new global consumer: a Chinese couple, served by a while male. “The entire global economy right now depends on the Chinese elite and middle-class to spend.”

Internet users want games and porn – Tricia Wang

Sociologist Tricia Wang analyzes on her website the wonderful world of shanzai, or the mobile knockoffs that are so popular in China. More than features, she tells, Chinese internet users want games and porn on their Nokia N9 knockoff.

Wal-Mart cannot win on prices in China – Shaun Rein

Low prices might be Wal-Mart’s key marketing tool in the US, in China you lose as a foreign company from domestic competition if you try to beat them on prices, tells business analyst Shaun Rein in Reuters.