A new generation is emerging to set their mark on China. Marketing veteran Tom Doctoroff looks at the relative newcomers, and how they differ from past generations, for state-owned TV station CGTN. “Post-90s are proudly patriotic, they want to see a strong China,” he says.
Tag Archives: Tom Doctoroff
Supermarkets in China (and where not) have been unfriendly for innovation – to put it mildly. But Alibaba’s HEMA’s supermarkets, starting the so-called “new retail”, are causing a revolution, writes marketing guru Tom Doctoroff in AdAge. 25 Stores are functional and dozens more will be open soon.
Deep insight in consumer behaviour is what marketing should offer, writes branding guru Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, on his LinkedIn page. Cluttering that insight with “exaggerated faith in algorithms, programmatic efficacy and hyper-personalization,” is not helpful he adds. And: “Insights are not observations.”
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.
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”.
Brand expert, Prophet senior partner and ex-JWT veteran Tom Doctoroff unveiled “three golden rules for marketing in China” at Mumbrella360 Asia. Doctoroff said brands need to understand the Confucian “tension” between climbing social hierarchy and protecting oneself from social or economic failure.
Alipay, WeChat and Android are top brands, the Chinese consumer could not live without, says a recent report. Looking at brands works in China pretty different from the rest of the world, says branding expert Tom Doctoroff in the South China Morning Post. “There is no way in America that you are going to have PayPal [the western equivalent of Alipay] to rank No. 1,” Doctoroff says.
China gains economic and financial power, but is still struggling to find its place in the world, writes China veteran Tom Doctoroff in the Huffington Post.”So China’s road to becoming a “soft” superpower will be long and rocky indeed,” he says.
China’s consumers are perceived to be some of the most promiscuous in the world when it comes to picking brands. But there are ways to avoid this conundrum, says branding expert Tom Doctoroff at his LinkedIn page, using the Prophet’s Brand Relevance Index (BRI).
Blending online and offline operations has become an art in China, where the West can learn from, argues marketing expert Tom Doctoroff, on his LinkedIn Page. In Europe and America are offline retail operation declining, while that is not needed, he things.