Stability and tradition in China are much stronger over the generations than many outsiders assume, marketing guru Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, argues in this video clip for Amcham. Tensions between generations do exist in China too, but they are different from those elsewhere in the world, he argues.
Category Archives: fashion
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”.
Victoria Secret’s high-profile problems with authorities in Shanghai were not the first when big brands try to organize events in China, nor will they be the last. Brands are simply not aware enough of politically or morally sensitive issues, different from their home market, says branding experts Ben Cavender to Reuters.
Chinese belong to the smartest shoppers of this planet, says branding guru Tom Doctoroff. They do not mind to pay a premium, as long as there is a good value proposition. “They seek both reassurance and inspiration” from brands, he says. And if a brand like Apple does not offer a new phone this year, they will just wait, hurting Apple in its revenue.
China’s consumers are becoming increasingly a force the rest of the world has to take into account, writes Beida business professor Jeffrey Towson at his weblog. Not only have Chinese more disposable income, they not only go for cheap offers, and regularly disrupt the world.
Coca-Cola surprised many branding experts by launching a tin of sparkling water called ‘Valser’ to Chinese consumers for US$9. It is not impossible, says branding guru Tom Doctoroff to the South China Morning Post, but then they have to change their marketing dramatically. “Turn it into a social currency,” Doctoroff says.
Marketing guru Tom Doctoroff explores his insights in the different generations he saw in China, born in both the 1980s and 1990s, in a lecture for the Asia Society, just before leaving China after 18 years. “They want a free mind, but within a framework,” he tells his audience.
Fashion has been changing massively, as low-cost manufacturing moved from China to other countries, and the fashion brand focus on value, more than on cheap production, tells Shanghai-based retail expert Ben Cavender in Just-Style. And the transition process in fashion brands will continue to cause pain, as robots move in.
Victoria Secret took on China online, but has now decided to open its first offline retail flagship store in Shanghai. They move very cautiously, says retail expert Ben Cavender in AdAge, and they have a fair chance of getting it right in one of the most difficult retail markets in the world.