Social engagement has changed the Post-’95 generation in China beyond recognition. China veteran Tom Doctoroff dives into the ways brands can reach this complicated “slash generation” for Mumbrella Asia. How a new generation walks away from traditional conventions.
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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.
“House of Cards” might be a cynical parody on US politics, millions of Chinese also enjoyed the Netflix production and hade it a huge impact in China. Cultural expert and China expert Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, explains to the Washington Post why. “It essentially confirmed that our government is not so different than theirs.”
The Chinese government tries to shift its economy from investment-driven towards consumption, with considerable success. And the outside world is equally seeing the consumption power of the Chinese, as they travel more than ever, and spend per head more than tourists from any other country.
But tapping into that huge spending power is not always easy, and is driven by the often hard-to-predict habits of Chinese consumers, policies by the government and the powerful social media. Experts at the China Speakers Bureau are happy to give your efforts direction.
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.
Marketing guru Tom Doctoroff denies stories about a downgrade of consumption in China, as some assume. There is less bling in the bigger cities, but the rest of the country sees more consumption as people just get enough income to start consumers, he tells at CGTN.
Getting your branding right in China remains a challenge. Consumers react different from those in your home markets. Their media consumption is different, and their online tools – where most Western ones are blocked – are very different indeed.
At the China Speakers Bureau, we can help you in developing the right strategy, by offering leading experts on branding in China. Here we offer four or them, but we have more to offer.
China’s digital world is changing faster than anywhere else in the world, but some elements remain stable, says marketing expert Tom Doctoroff to Warc. “Chinese people are so emotionally engaged with the images and experiences they share with the “like-minded” – that is, people who “matter” because they have the same interests.”
Selling your products to Chinese consumers has not become easier over the years, even now a larger part of them has more to spend. Fierce competition, limited access to the internet, strict government regulations and very different consumer taste are just a few of the barriers for foreign companies to succeed in China.
At the China Speakers Bureau, we can offer you a range of experts able to help you take those barriers. Are you interested in having one of them? Do get in touch, so we can help you to identify the right expert for dealing with your problem.