Lynk & CO and NIO both launched their first production models at the Shanghai auto show in April, but the question is whether new technology is enough to sell their cars. Branding expert Tom Doctoroff says to Wardsauto that the newcomers on this market need a bit more to succeed.
Tag Archives: Tom Doctoroff
China’s consumers have always been very suspicious of any top-down broadcasting, says marketing guru Tom Doctoroff. Anything that looks like spoon-fed propaganda does not work. Advertising can work, but it is a trick country, and easy to get it wrong, he says.
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.
Chinese brands might be improving, but they can still not offer a price premium, says marketing guru Tom Doctoroff and author of What Chinese Want: Culture, Communism, and China’s Modern Consumer at Campaign Asia. They are lacking long-term concepts and are mostly sales-driven, he adds.
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 left China after two decades. For Mumbrella Asia he explains how doing business with China and the Chinese is different. “China marches to the beat of a very different drum,” he says.
Western values do not match with Confucian values, but what does Confucian countries like China, Vietnam and Korea tick. Marketing expert Tom Doctoroff lived for two decades in China, and defines on his LinkedIn page what makes the consumers in those countries different.
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.
Marketing guru Tom Doctoroff has joined the Asia Society as senior adviser to the president, he announced this week on his Facebook page. Tom will also remain active in his capacity as marketeer for a wide range of clients.