中国 | china | 중국 商业 | business | 상업 消费者行为 | consumer behaviour | 소비자 행동 豪华 | luxury | 사치 铭记 | branding | 브랜드 마케팅

I like: CIC on China’s luxury market

Reading Time: < 1 minute

CIC who provide the IWOM set of tools (think Sysomos, Radian6 or Adobe SocialAnalytics for the mainland Chinese internet eco-system) have come up with an interesting report on online conversations around the Chinese luxury market.

Key take-outs

  • They are motivated to buy luxury goods as a way to ‘show-off’ and most of the online conversations are around this subject
  • The distribution system is complex with overseas purchasing and purchasing agents (presumably to avoid China’s luxury goods tax and for more choice) also a popular subject. For luxury brands it means that Chinese expansion needs to be tapped by also having presence in places like Hong Kong, Japan, Korea, Paris – France and the major cities of the US
  • Real-time reporting of runway shows initiated by the brands doing webcasts has been extended by netizens to their own platforms. Much of the commentary is similar to the social television interactions you used to see on early video platform Joost; and on Twitter during shows like The Apprentice or The Only Way is Essex (TOWIE)
  • Counterfeit – there was a significant group that own both counterfeit and authentic versions of a product because it is ‘interesting to mix and match usage between real and fake’. This is a really interesting brand interaction and raises the question: what if authentic isn’t authentic enough in terms of brand experience? This is something that I could see impacting the likes of Louis Vuitton. Gucci, Chanel and Hermes as they become over-exposed in the marketplace
中国 | china | 중국 在线 | online | 온라인으로 市场营销 | marketing | 마케팅 铭记 | branding | 브랜드 마케팅

I like: CIC Data – Are you ready to microblog?

Reading Time: < 1 minute

Although aimed at brands looking to engage with the Sina Weibo micro-blog service, this infographic has some great advice that is applicable to Twitter. The growth that Weibo has enjoyed as been phenomenal.
Thanks to CIC Data.

中国 | china | 중국 商业 | business | 상업 铭记 | branding | 브랜드 마케팅

Biggest consumer brands in China | 中国最大的消费品牌

Reading Time: < 1 minute

The Digital Marketing Inner Circle blog had a really interesting set of infographics on the Chinese internet posted here. One image that stuck with me was this one about the most valuable Chinese brands. Out of these only three were western brands:

  • French supermarket group Carrefour
  • Coca-Cola
  • Nokia

Most popular Chinese brands
This probably says a lot about the inability of western brands to succeed in the Chinese market by understanding and addressing the needs of the Chinese consumer.

Hat tip to Digital Jungle.