by Nick Withycombe
What’s new? What’s coming next? These are the go-to questions on ‘China marketing’, whether you’re a journalist looking for a headline or in the industry and looking for the most cutting-edge, client-wowing solution.
If you are seeking further understanding on China, then media content and events are available routes where answers and help may be expected. However, much of this just spreads the same basic messages – and my question is whether an adult really needs to be told that in China you need to ‘research your target audience’ or ‘be customer focused’. Oh, we were about to not be customer focused – thanks! I have the same confusion when I read a sentence such as ‘in China, you need to be digital and mobile’. Continue reading “Op-Ed: Why Not to Try Anything New in China, from Not a China Expert”
Last month saw Shanghai as the location for the World Premiere of the new Macan. This was no coincidence, as China is now the largest individual market for Porsche for the third year in a row. Of the 350,000+ Macans sold since 2014, over 100,000 are in China.
China’s passion for Porsche began long ago and the feeling is clearly mutual, with bold new projects such as the Porsche Experience Centre in Shanghai, next to the F1 International Circuit, being the first in Asia. Continue reading “5 Questions with: Jens Puttfarcken, President & CEO of Porsche China”
The Luxury Conversation attended China Connect’s Shanghai 2018 edition, which featured expert speakers talking about what’s currently at the tip of the spear of engagement with China’s consumers. A wide-ranging and insightful event, attended by over 300 people, China Connect was held at The Explorium on Yishan Road.
Among the engaging talks was that by Sophia Ong, GM of Strategic Partner & Key Account at Tencent, in which Sophia spoke about the well-known (let’s go ahead and call it God-like) power of WeChat and the Tencent eco-system.
Sophia’s presentation clarified that luxury brands need to quickly maximise their WeChat adoption and adaptation in order to keep up with the expectations of the Chinese consumer. Here are the key takeaways from the talk – with a thrilling preview into the next generation of WeChat commerce capabilities: WeLife. Continue reading “WeChat’s Next-Gen: ‘WeLife’ Previewed at China Connect, Shanghai 2018”
A whitepaper issued by Nielson and Alipay (continue reading to view the full report) has revealed further evidence that any brand outside of China cannot afford to ignore the mobile payment preferences of China’s consumers — and, that the numbers of Chinese tourists travelling overseas only continues to rise, maintaining their place as the number one in overseas spending.
The whitepaper compared Chinese and non-Chinese tourist behaviours, and we’ve picked through the report to highlight some key findings. Continue reading “Over 90% of Chinese Tourists Prefer to Use Mobile Payments Shopping Overseas: Survey”
China is where any luxury brand needs to be.
McKinsey’s recent report, What can we expect in China in 2018, gives some details and data on the ongoing rise of digital China.
Investment in global infrastructure and start-ups, investment in culture, better regulations and more is all made possible with a pioneering level of leading tech. Cash is already (as good as) obsolete, with facial recognition for payments and next-gen AI being led by China.
What does this mean for luxury brands? Continue reading “China the Digital Pioneer; How Luxury Brands Should Capitalise on China’s Blazing Online Trail”
With a career in China’s luxury world, Thibault Villet co-founded Mei.com in 2010, was the CEO and remains as the Chairman. Mei.com is now one of the largest luxury e-commerce platforms in China, having been acquired by the Alibaba group in 2015. It has partnered with thousands of top brands and with looks and products curated by stylists from luxury designer backgrounds.
Mei.com, in collaboration with KPMG, recently released the results of their survey of over 3,000 mainland China consumers (with a focus on the Millennial / non-Millennial divide), which aimed to improve understanding of their current and future shopping habits.
Continue reading “5 Questions with Thibault Villet, Co-Founder & Chairman of Mei.com”
If your travel brand is not offering impressive and integrated WeChat solutions – why not?! Payment gateways, location-based features, ‘internet of things’ interactivity, marketing campaigns … WeChat does it all. Here are some notable WeChat campaigns and features, cleverly used by luxury travel brands.
Continue reading “5 of the Smartest WeChat Luxury Travel Campaigns We’ve Seen”
No Facebook, no Google, no YouTube. Oh, and no internet/laptop either. Print media? It’s another no, we’re afraid. Even cash is out. So what do China’s luxury consumers use for social, news, browsing, shopping, paying and life?
Continue reading “China’s Digital Landscape (Finally) Explained”
Chinese consumers today spend over USD$750 billion online – more than the US and UK combined. China generates more e-commerce activity than any country in the world, but what is striking is how dramatically different China’s digital landscape has evolved compared to the West. From technology platforms and customer online behaviors to how consumers shop in digital marketplaces, China has evolved on its own.
Continue reading “How are China’s Emerging Technologies Shaping The Future of Luxury?”