What content works in China in 2019? All retail in China has to be entertainment, says marketing expert Ashley Dudarenok. Everything has to be playful.
Category Archives: luxury
A glut in big cities and some high-profile failures like Mark&Spencer have raised doubts on the growth possibilities in China for premium retail brands. But there is still room for growth, if you pick your locations right, says retail expert Ben Cavender to the China Daily.
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.
Fashion brand Dolce&Gabbana got blamed for racism by its Chinese customers after using a promotional video, celebrities withdrew from a show planned for Wednesday in Shanghai and the brand withdrew its goods. The damage to the brand will be lasting, says branding expert Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order to AP.
China’s luxury travelers are high on the agenda of the tourism industry, and Rupert Hoogewerf, publisher of the Hurun China Rich List, sees a few major trends. Family trips are emerging as a preference, and WeChat groups of alumni of key universities a forgotten way to connect to the luxury travelers, he tells in the South China Morning Post.
China´s economic growth might be slowing down a bit, and its economy might not be the boost the global economy needs, but the luxury goods industry could be the exception. China´s consumers, whether at home or abroad, are still buying themselves silly.
President Xi Jinping might be spoiling the party a bit with his anti-corruption drive, but apart from the liquor departments, luxury goods are selling a lot. A few of the speakers at the China Speakers Bureau can give you some guidance.
Where do they go to, where do they stay. The travel industry is eagerly looking at the luxury traveler from China. The latest Hurun Chinese Luxury Traveller report shows some answers: they increasingly go for luxury homes instead of hotels, says Hurun chairman Rupert Hoogewerf to the South China Morning Post.
The Euromonitor divided up China’s luxury consumers into five categories, to make life easier for marketers selling to them. Marketing veteran Ashley Dudarenok, author of Unlocking the World’s Largest E-market: A Guide To Selling on Chinese Social Media, applauds the effort, but thinks the market in China is more complicated than that, she tells in the Jing Daily.
Luxury, as a display of success, is a key element in China, among all different cohorts, says marketing veteran Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer to Emarketer. What they have in common is a Confucian culture, binding all Chinese together, he says. If explains the longing for luxury.
Consumers in China have become more sophisticated over the years in the way they handle brands, says China veteran Tom Doctoroff, Chief Cultural Office or Prophet and author of the bestseller What Chinese Want: Culture, Communism, and China’s Modern Consumer, at the occasion of the 2018 Prophet China Brand Relevance Index(TM) at the Market Business Inside.