Despite the fall in sales in the luxury market in China, foreign brands compete in new features to adapt to Chinese consumers and reduce a participation in the world’s largest consumer market, reports CNBC. To seduce these demanding consumers, brands bet on specific marketing campaigns in the Chinese market, occupying local codes.
According to Joe Ngai, president of “Greater China” in McKinsey, Chinese consumers have a demand for products, including “more local elements”, which forces foreign brands to adapt to deal with the competition of Chinese brands.
In Shanghai, for example, the LVMH luxury brand adapted to the history of the port city by opening this summer a cruise store, generating a strong local buzzing.
See trends in the Chinese market see
“The winning brands are those that have established local R&D centers and local products equipment,” said Ashley Doubarenok, founder of Clayan, Marketing Consulting Firm in China. According to the latter, this allows brands to see the new trends in the Chinese market and launch products faster.
A recent campaign of the American brand of Ketchup Heinz, for example, was inspired by a popular Chinese dish, fried eggs with tomatoes, to promote their seasoning to Chinese consumers. A strategy that bear fruit since the company announced that sales increased 4.2% for a year in China.
Source: BFM TV
