Category Archives: branding
The US-based luxury fashion group Neiman Marcus has decided to enter the China market through e-commerce, rather than building brick-and-mortar stores. Business analyst Shaun Rein explains in the Financial Times why that might not be a smart idea.
The world’s tourism industry looks at Chinese tourists to offset an expected drop in visitors from Europe. But here is the dilemma, writes business analyst Shaun Rein in CNBC, talking to a hotelier in Thailand: what the Chinese tourists want is very different from what the Europeans want.
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 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 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.
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 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.