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”
China specialises in big numbers and the car market is no different, from 6.7 million passenger vehicle sales in 2008 to 24.7 million in 2017. While many articles about business in China tend to wring their hands over the ‘whys’, this topic doesn’t need much social pondering of why Chinese people like cars – people in all countries opt for car ownership when financially able, and you just may have read that the Chinese economy has grown somewhat in the last decade.
The more intriguing poser is how do car brands ignite passion for their marque in China’s competitive environment? Continue reading “How Luxury Car Brands in China Show That Bigger is Better”
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”
It isn’t in any doubt that China is the place to be for luxury brands. How can businesses take the first steps to tapping into this huge market? Thankfully, the opportunity is possible due to China becoming one of, if not the most digitally innovative country in the world.
Here are 8 ways WeChat can work magic — even for a company based outside of China: Continue reading “8 Ways WeChat Can Work Magic for Luxury Brands in China – and Beyond”
By Jiaqi Luo
In a modern world of diversity, cross-cultural interchange and rapidly evolving societies, it remains fair to say: women love lipstick. In the west, the term “lipstick effect” was born; when disposable income drops during a time of economic crisis, lipstick sales rise. Women love lipstick because it is an affordable product that instantly feels luxurious and increases their confidence level. (editor’s safety note – the writer is a woman!) Continue reading “How YSL Picked Up a Social Lipstick Trend in China – and Won”
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”
The KOL (key opinion leader) or influencer dynamic is a typical story of China taking something already in existence in the West and rapidly discovering new ways to create revenue out of it.
We dipped into the issue previously, with our piece on KOLs in China. Let’s go a bit further into what is becoming the top priority for any luxury brand in the China market.
If you’re into stats, then Boston Consulting Group (BCG) has millennials at 40 percent of China’s urban population between the ages of 15 and 70, statistising that the millenial bracket will perform 69 percent of consumption by 2021. If you’re in China, then you don’t need stats. You will have noticed all people of all ages glued to their phones at all times of day or night, whether in a car, a bar, or even in the cinema. You will have heard talk of almost nothing but shopping, dining, holidaying, car and home-buying.
Continue reading “The Truth About Working with KOLs for Success in China”
Five years ago in China, if you asked a consumer to name a luxury British brand they would have mentioned the likes of Burberry, Rolls Royce and Jaguar. Then, British brands equaled quality, heritage, and craftsmanship – but rarely implied innovation. How times have changed.
Today, ask luxury consumers that same question and the answers are surprisingly different, and refreshing. Jo Malone, Anya Hindmarch, Victoria Beckham, Matchesfashion.com, Strathberry, Charlotte Olympia, Sophia Webster, Belstaff – the list goes on! Today’s British luxury is young, cool, innovative and niche.
Continue reading “How Can British Brands Connect with China’s Luxury Consumer?”
Is the selling power of China’s KOLs (Key Opinion Leaders) changing the nature of Chinese e-commerce marketing?
This past year has seen an explosion in KOLs moving from merely posting branded content, to now helping brands to directly sell product. Last week we saw a prime example of this shift in KOL power when Mini Cooper teamed up with Chinese fashion blogger Becky Li to sell 100 Mini Cooper cars. She leveraged her vast social media following to help the brand sell 100 cars in 4 minutes.
In this issue of The Luxury Conversation, we look at four recent examples of this influence-to-sales shift, and provide tips on how to get the best results from similar partnerships.
Continue reading “KOLs in China: How to Craft Relationships for Returns”