Nike’s “Fuel for Dreams” campaign and Johnnie Walker’s “Yulu Project” demonstrate that online video is an extremely compelling channel to engage Chinese consumers, especially the young adult demographic. According to the 2011 Chinese Market and Media Survey (CMMS), individuals between … Continue reading
Diageo is a UK-based alcoholic beverages company with a collection of brands ranging from Smirnoff vodka to Johnnie Walker whiskey to Guinness beer. Diageo entered China in 1995 and established its official Greater China Hub (Mainland China, Taiwan, Hong Kong … Continue reading
The graphic above summarizes key findings from a recent report conducted by CIC and GroupM about marketing to Chinese youth. For those of you interested in learning more about marketing to Chinese youth in particular, I recommend checking out insights … Continue reading
Nike entered China in the early 1980s by relocating its manufacturing facilities from South Korea and Taiwan. However, Nike was not content solely producing its goods in the Middle Kingdom. The company set out to sell to China’s “2 billion … Continue reading
In 2012, e-commerce will continue to develop at a rapid pace in the Middle Kingdom. More importantly the composition of China’s online retailers will evolve as the marketplace grows more mature. Retailers will establish online stores to compete with China’s … Continue reading
Starbucks is a roaster and retailer of specialty coffee operating over 17,000 stores in 50 countries around the world. Starbucks first entered the Greater China market in 1998 opening its first store in Taipei, followed by the official launch of … Continue reading
8 Trends to Watch in China's Luxury Sector View more presentations from TheChinaObserver
According to this past year’s Hurun Wealth Report, the provinces with the largest concentration of wealthy residents are as follows: Beijing, Guangdong, Shanghai, Zhejiang, Jiangsu, Shandong, Fujian, Liaoning, Sichuan and Henan. Hurun defines a “wealthy resident” as someone earning RMB … Continue reading
According to Fortune China’s recent consumer study, involving over 3,500 respondents, the most influential channel Chinese consumers leverage to discover new luxury brands is through magazines. The following graph breaks down the different ways Chinese consumers are introduced to luxury … Continue reading
This past year’s World Luxury Association (WLA) and China Trade Development & Cooperation Center (CCPIT) report found Chinese luxury consumption from February 2010 to March 2011 reached 10.7 billion USD – equivalent to more than a quarter of the world’s … Continue reading
