DOCSLIB.ORG

B2B Marketing in China

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
B2B Marketing in China B2B Marketing In China Xiaofeng Wang, Senior Analyst August 21, 2019 © 2019 FORRESTER. REPRODUCTION PROHIBITED. China is eclipsing the US and the EU-7 in digital *Source: Forrester Data: Mobile, Smartphone, And Tablet Forecast, 2017 To 2022 (Global) †Source: Forrester Data: Online Retail Forecasts, 2017 To 2022 (Asia Pacific, US, and Western Europe) ‡Source: Forrester Data: Online Retail Forecast, 2017 To 2022 (Asia Pacific); Forrester Data: Mobile And Tablet Commerce Forecast, 2017 To 2022 (EU-7), Q3 2017 Update; and Forrester Data: Mobile And Tablet Commerce Forecast, 2017 To 2022 (US) © 2019 FORRESTER. REPRODUCTION PROHIBITED. 2 The Forrester Wave™: Data Management Platforms In Asia Pacific, Q3 2019 Source: The Forrester Wave™: Data Management Platforms In Asia Pacific, Q3 2019 Forrester report © 2019 FORRESTER. REPRODUCTION PROHIBITED. 3 Key DMP (data management platform) players Australia China Vendors evaluated in Wave • Adobe • iPinYou with strong in-market • Lotame • nEqual presence* • Oracle • TalkingData • Salesforce Vendors evaluated in Wave Cxense • Adobe with limited in-market • Oracle presence** • Salesforce Additional vendors included • Amobee • Gridsum in Now Tech • Neustar • Hypers • Nielsen • iFLYTEK • Tealium *Strong in-market presence means that a vendor gets 10% or more of revenue in Asia Pacific from a specific market. **Limited in-market presence means that a vendor gets less than 10% revenue in Asia Pacific from a specific market. Source: Upcoming “Applying The Forrester Wave™: Data Management Platforms In Asia Pacific, Q3 2019” Forrester report © 2019 FORRESTER. REPRODUCTION PROHIBITED. 4 Domestic brands are now outperforming foreign ones in China © 2019 FORRESTER. REPRODUCTION PROHIBITED. 5 The 10 most relevant brands in China © 2019 FORRESTER. REPRODUCTION PROHIBITED. 6 Foreign brands are facing marketing challenges in China › Foreign brands are failing to keep pace with savvy customers • Lack deep customer understanding to localize products • Charge premium prices without delivering equivalent value • Fail to adapt promotions to a fast-changing digital ecosystem • Are slow to adapt their place strategy to local channel partners › Domestic brands' products and marketing are maturing strongly. › Customer preferences shift due to cultural affinity and other restrictions. © 2019 FORRESTER. REPRODUCTION PROHIBITED. 7 Understand the unique digital ecosystems and business culture © 2019 FORRESTER. REPRODUCTION PROHIBITED. 8 Leverage local digital tools © 2019 FORRESTER. REPRODUCTION PROHIBITED. 9 Alibaba Cloud Summit live streamed 167 sessions © 2019 FORRESTER. REPRODUCTION PROHIBITED. 10 Intel AI gives Chinese singer Li Yuchun 'new faces' in her music video © 2019 FORRESTER. REPRODUCTION PROHIBITED. 11 Recommendations › China-specific marketing strategies. › Local decision-making power. › Deep engagement with local partners. › Be nimble and adaptable. © 2019 FORRESTER. REPRODUCTION PROHIBITED. 12 B2B Marketing in Hong Kong and China Directing marketing at Hong Kong’s oldest and largest law firm Jayson Williams, Head of Business Development, Deacons Social Media ▪ Bringing social media and WeChat to the forefront Deacons’ WeChat journey Launched in June 2019 Posting of a variety of articles each week including legal alerts and firm-wide news such as our CSR activities, awards, event summaries, and media coverage Ensure content is relevant to a China audience or Chinese companies wishing to do business abroad Encourage departments within our business to contribute and approve content (establishment of an editorial board) Promote WeChat account to gain followers (website, email campaigns, LinkedIn, business cards, brochures) Educate, engage and training of staff Reviewing the China market & respecting its culture and traditions ** Check! Don’t make the same mistakes as the companies on the next slides!! Use accurate translations in your marketing campaigns • In the 1960s Pepsi was finding it difficult to connect with younger generations and was mostly viewed as a cheaper alternative to Coca-Cola. Naturally Pepsi wanted to change this perception, and succeeded with its campaign “Come Alive! You’re in the Pepsi Generation.” • Pepsi achieved success in Western markets and believed the campaign would translate to other markets. This may well have been the case - if they had gotten the translation right! Source: Dragon Social Beware the power of social media backlash • In 2018, Dolce & Gabbana launched three short videos on Weibo to promote its upcoming Shanghai runway extravaganza dubbed "The Great Show”. • The videos featured an Asian woman in a lavish Dolce & Gabbana dress attempting to eat pizza, spaghetti and cannoli with chopsticks. The videos purposefully mocked Chinese speech and culture. • The videos went viral on social media and within two hours, hundreds of Chinese actors and models who were due to walk the runway that evening had withdrawn. D&G's Chinese brand ambassador, boy band star Wang Junkai terminated his deal Comments included: with D&G. • "That's explicit racism. D&G is stereotyping China. [The videos] only show the brand's • D&G removed the viral videos from Chinese social media outdated view about China.“ within 24 hours of posting them. The drama was not over yet, though. Just hours before the show, a fashion blogger shared a screenshot of an alleged chat between designer Stefano Gabbana and an Instagram user in which designer Gabbana appeared to call China a "country of [five poop emojis]" and "ignorant dirty smelling mafia.“ Source: National Public Radio Avoid stereotyping • Nike’s 2016 CNY series encompassed the traditional Chinese New Year blessing words “發” (get rich) and “福” (fortune). However, when the two words are combined this translates to “getting fat”. • Many Chinese marketing strategies and campaigns implemented by foreign brands fixate on a stereotypical and often inaccurate and out dated image of the classic tradition of old China. • Chinese consumers expect brands to recognise its current modernity, instead of simply using superficial cultural clichés. Source: Dragon Social China Market localisation ▪ Localisation for the China market Overcoming challenges Cultural Legal Language challenges Diversity - Diverse team brings expertise and experience from different markets and professional backgrounds (Hong Kong, China, Taiwan, Australia, UK, Canada) Language - Strong language capabilities Motivation - Regular team socials help the team to communicate effectively with one another A Hong Kong perspective on Creativity – BD innovation labs high performing teams Culture – Proactivity Support – Showing the business supports the BD function fully Client focus – clarifying who our clients are! Our clients are our clients… Thank you and contact ▪ Thank you for attending today. If you would like more information, please contact us direct. Xioafeng Wang Jayson Williams Senior Analyst Head of Business Development Forrester Deacons Email: [email protected] Email: [email protected].
Load more

Recommended publications
  • Reader's Digest, March 30Th - April 12Th
    Should this HTML message not be displayed properly, please inform the Is this email not displaying correctly? Chamber at Beijing, Shanghai and Guangzhou. View it in your browser . Reader's Digest, March 30th - April 12th BILATERAL RELATIONS Friendly Meeting of the Mayors Published by stadt-zuerich.ch, March 29th 2019 A delightful habit almost seems to be forming: after visiting Zurich on her way to the WEF in Davos in January 2018, Hong Kong CEO Carrie Lam once again stopped by City Hall at the beginning of this year for an exchange of ideas with the Mayor. With the ten-day festival “Zurich meets Hong Kong” back in October 2017, the City of Zurich had presented itself in Hong Kong as a city of culture, a centre of knowledge and a prime business location. Since then, various representatives of the Hong Kong city government have paid a visit to Zurich, including the innovation officer and the finance minister. And again at the latest meeting, the two mayors reaffirmed the friendly and mutually beneficial relationship between their cities. Their discussion revolved around developments on the financial markets, smart city strategies and initiatives, measures to foster innovation, and design. And it resulted in concrete proposals for a potential new presence of the City of Zurich at a Design Business Week in the coming years. Zurich and Hong Kong are connected by friendship – particularly in the field of culture. The imminent opening in Hong Kong of the new museum of contemporary art «M+», by the Swiss architects Herzog & de Meuron and featuring the Uli Sigg collection, is proof of this.
    [Show full text]
  • Old Teachings, New Marketing Strategies, and Hollywood's Industry
    Master’s Degree in European, American and Postcolonial Language and Literature Final Thesis Old Teachings, New Marketing Strategies, and Hollywood’s Industry: The Cultural Conflicts between the U.S. and China Supervisor Simone Francescato Assistant supervisor Marco Perusi Savorelli Graduand Zeno Casti 845026 Academic Year 2018 / 2019 Abstract This study aims at identifying the analogies and differences between American culture and Chinese culture stemming from marketing strategies and their adaptation. It shows in particular that some Chinese literary masterpieces, including Sun Tzu’s The Art of War, can be considered as starting point and as inspiration for American financial strategy, business attitude and general approach to the American mentality and lifestyle. The objective of this research is to explain how the teachings contained in such works represent the cornerstones that inspired American successful entrepreneurial spirit and why they are considered now the key for American marketing approach to China and its enigmatic culture, especially through the translation of brands into Chinese language. The study then investigates the economic factors and cultural influences that China exercised over U.S. Film Industry, by focusing on the economic and cultural reasons why Hollywood decided, or rather, was forced to accept financing from China in order to expand (and save) their Film Industry and why Chinese film production companies chose to invest in this business to learn the know-how needed to produce successful films in China. The
    [Show full text]
  • Stereotyping As a Barrier in Intercultural Marketing: an Analysis of Public Online Comments on Dolce & Gabbana’S Incident in China
    International Journal of Literature and Arts 2020; 8(2): 70-80 http://www.sciencepublishinggroup.com/j/ijla doi: 10.11648/j.ijla.20200802.16 ISSN: 2331-0553 (Print); ISSN: 2331-057X (Online) Stereotyping as a Barrier in Intercultural Marketing: An Analysis of Public Online Comments on Dolce & Gabbana’s Incident in China Wang Weichao, Wu Xiaoya * School of English for International Business, Center of Business Culture and Philosophy of Culture, Guangdong University of Foreign Studies, Guangzhou, China Email address: *Corresponding author To cite this article: Wang Weichao, Wu Xiaoya. Stereotyping as a Barrier in Intercultural Marketing: An Analysis of Public Online Comments on Dolce & Gabbana’s Incident in China. International Journal of Literature and Arts. Special Issue: Humanity and Science: China’s Intercultural Communication with the Outside World in the New Era . Vol. 8, No. 2, 2020, pp. 70-80. doi: 10.11648/j.ijla.20200802.16 Received : February 27, 2020; Accepted : March 16, 2020; Published : March 31, 2020 Abstract: This study investigates online comments on major social platforms following Dolce & Gabbana (D & G)’s promotional video Eating with Chopsticks in 2018 and the apology video released afterwards. By employing self-reference criterion (Browne, 2013), crisis communication and image restoration (Mair, Ritchie & Walters, 2016), it first analyzes D & G’s stereotypes of the Chinese in the promotional video, then it further examines the cultural stereotypes and relative crisis communication strategies adopted by D & G. It is found that D&G's stereotype of the Chinese people can be reflected in the slanted eyes of the Chinese model, the background of the video and the comparison of chopsticks to small sticks.
    [Show full text]
  • Making Waves on the Global Stage Erik Solheim, Head of UN Environment
    CHINA DAILY HONG KONG EDITION Wednesday, May 2, 2018 Vibes | YOUTH 19 NEW WAVE OF NOSTALGIA Producer Angie Chai is adapting her hit 2001 Taiwan drama series Meteor Garden to appeal to modern mainland audiences. Wang Kaihao reports. or a period of time could this be long enough for during the early someone to become familiar 2000s, it was almost with the lines and grow into impossible for me to the role?” Fspend a single day at high While this prompted her to school without hearing about switch to a cast of new faces, Meteor Garden, a 20­episode she soon realized that produc­ Taiwan drama series featuring ing a TV series in the internet a cast of young idols. era presented many new chal­ Its theme song, Meteor lenges. Rain, could be heard on “The times where people almost every street corner, will accept whatever you give and the drama was an every­ A young heart is the key to keep them are long gone,” she says. day topic of discussion for my “People’s tastes are more classmates. I can still readily on creating new works for the refined and opinions are more recall the names of every divided. They will immediate­ major character in the series young. It’s as important as diligence, ly speak out (online) to judge now, even though I didn’t even devotion and professionalism.” the storyline or an actors’ per­ follow the program. formance.” It would probably be pretty Angie Chai , producer But she still believes that the difficult to find a person of my choice of format does not mat­ generation who has not heard ter as much as the sentiment.
    [Show full text]
  • ERIA Discussion Paper No
    ERIA-DP-2019-13 ERIA Discussion Paper Series No. 299 Exporting ‘Content’ in the Face of Indifference Markus NORNES§ University of Michigan, United States September 2019 Abstract: Attempts by Japanese producers to ‘crack’ the North American entertainment market date back to the 1910s, and were driven by both profit motive and ideological desires to have one’s own cinema recognised by the hegemonic other. This paper considers the historical difficulties of exporting Japanese films to the most desirable markets in the West. In this context, it examines recent Chinese attempts to enter American cinema production and distribution, and contemplates the implications of the failure of these efforts for the regional export of Japanese films. Keywords: cinema, China, Japan, film festivals, export, co-production Markus Nornes: Department of Asian Languages and Cultures, Department of Film, Television and Media Studies, University of Michigan, 6330 North Quad, 105 S. State Street, Ann Arbor, MI 48109-1285, USA; phone 734-764-0147; fax: 734-936-1846; [email protected]. §This research was conducted as a part of a project of the Economic Research Institute for ASEAN and East Asia (ERIA). The author is deeply indebted to Nakajima Seio of Waseda University for the support of this and other research projects and collaboration opportunities. Portions of this research were accomplished with the general support of the Waseda Institute for Advanced Study and the Japan Society for the Promotion of Science. An earlier version appeared in the Oxford Handbook of Japanese Cinema. The opinions expressed in this paper are the sole responsibility of the authors and do not reflect the views of ERIA.
    [Show full text]
  • Get Fit, Get Healthy, Have Fun at Ai Dong Li Fitness
    2020.12 GET FIT, Follow us GET HEALTHY, on Wechat! HAVE FUN AT AI DONG LI FITNESS 健身！健康！动力源于热爱！ 始于健身，不止于健身。全民健身时代已经到 来，健身主题无处不在。 InterMediaChina www.tianjinplus.com BEST GIFT TO YOURSELF AND YOUR FRIENDS SUBSCRIBE SUBSCRIBE by taken photo of your business card and send to us by Wechat scanning this QR Code. Or send an email to [email protected] Subscription Price ONLY for Tianjin Plus 3 issues = 150rmb 6 issues = 250rmb 12 issues = 450rmb SPECIAL JOIN SUBSCRIPTION Business Tianjin Magazine + Tianjin Plus Magazine Follow us ADDITIONAL discount of 30% discount on Wechat! 3 issues = 180 RMB 6 issues = 300 RMB 12 issues = 480 RMB 30% DISCOUNT Editor's Notes Hello Friends: Regular activity can improve your quality of life, and a fitness club can help you to develop Managing Editor good exercise habits. We recently met Wu Meng Qian, founder of Ai Dong Li Fitness, and Sandy Moore learned how she and her family built this successful business. [email protected] She explained that they have a weekly schedule of group classes which she arranges. She Advertising Agency also likes to offer yoga in their regular classes, since practicing yoga helped her personal InterMediaChina recovery after childbirth, and she hopes it will help other women. [email protected] Edutainment is a term that integrates education and entertainment, signifying the use of entertainment to impart education. Its primary focus is to make learning enjoyable and fun Publishing Date for everyone. In our education section, we’ll focus on the benefits of edutainment and how December 2020 edutainment combined with recreational activities can be beneficial in teaching children.
    [Show full text]
  • LH-Brand-Presentation.Pdf
    CONTENT IT IS ALL ABOUT THE BRAND - BRAND HERITAGE - - BRAND MISSION - - BRAND ESSENCE - - BRAND DNA - THE LES HOMMES MAN - THE AUDIENCE LANDSCAPE - - OUR TARGETGROUP - - OUR CUSTOMER (PERSONA) - BRAND POSITIONING - STYLE POSITIONING - - PRICE POSITIONING - HOW WE BUILD THE BRAND - BRAND EXTENSION - - PRE COLLECTION - - FASHION SHOWS - - RETAIL CONCEPT LES HOMMES - - RETAIL DEVELOPMENT - - CELEBRITIES - - ADV CAMPAIGN - - EDITORIALS - - SOCIAL MEDIA & E-COMMERCE - - SPECIAL PROJECTS - IT IS ALL ABOUT THE BRAND LES HOMMES was founded by Tom Notte and Bart Vandebosch in 2005. Both graduated from the Royal Academy of Fine Arts in Antwerp, Belgium. During their experiences they discovered a mutual sense of style in particular and aesthetics in general. They share a hunger for beauty with each having their own different approach. It is their complementary philosophies which are the source of LES HOMMES, a collision of contrasting ideas and opinions. 01 BRAND HERITAGE ACADEMIE - ANTWERP SOUL – FASHION KNOWLEDGE “UNIFICATION OF OPPOSITES“ - TWO WORLDS COMING TOGETHER - - FUSION OF TAILORING AND SPORTSWEAR - - CREATIVE AND INNOVATIVE KNITWEAR - 02 BRAND MISSION - LES HOMMES IS A DESIGNER BRAND - - WHO WANTS TO EMOTIONALLY UPLIFT FASHION - - LOVING MEN THROUGH CONTEMPORARY ELEGANT DESIGN - 03 BRAND ESSENCE LES HOMMES IS CONTEMPORARY ELEGANCE CONTEMPORARY ELEGANCE 04 BRAND DNA ARCHITAILORS - CREATION THROUGH DE-CONSTRUCTING & RE-CONSTRUCTION - - CREATION OF UNIQUENESS THROUGH HYBRID SPECIAL PIECES ELABORATE AND DETAILED - - A SHARP AND MINIMAL
    [Show full text]
  • 2014 11Th World Congress on Intelligent Control and Automation
    2014 11th World Congress on Intelligent Control and Automation (WCICA 2014) Shenyang, China 29 June – 4 July 2014 Pages 1-776 IEEE Catalog Number: CFP14496-POD ISBN: 978-1-4799-5826-9 1/8 TABLE OF CONTENTS STUDY OF THE PLASTICIZER EFFECT OF SINGLE YEAST CELL BY NANOROBOTIC MANIPULATION SYSTEM..............................................................................................................................................................................................................1 Shen, Yajing ; Nakajima, Masahiro ; Huang, Jian ; Fukuda, Toshio FALLING MONITORING SYSTEM BASED ON MULTI AXIAL ACCELEROMETER.....................................................................7 Liu, Wentao ; Luo, Yang ; Yan, Junze ; Tao, Chunjing ; Ma, Lifang MOTION SIMULATION PLATFORM FOR A HUMANOID ROBOT BASE ON MATLAB.............................................................13 Lu, Zhiguo ; Liu, Chong ; Peng, Jun ; Zhao, Habin ; Wang, Hong A MWCNT GYROSCOPE FABRICATED BY NANOROBOTIC MANIPULATION..........................................................................19 Yang, Zhan ; Huang, Haibo ; Sun, Lining ; Fukuda, Toshio ; Tao Chen AN ELECTRONIC TRAVEL AID BASED ON MULTI-SENSOR FUSION USING EXTENDED KALMAN FILTER .............................................................................................................................................................................................................25 Lu, Yanqi ; Huang, Jian ; Xu, Wenxia ; Tao, Chunjing ; Wang, Xitai SOLVING FOR ZGI VIA ZNN AND DISCRETE-TIME ALGORITHMS
    [Show full text]
  • FORM 20-F China Online Education Group
    Table of Contents UNITED STATES SECURITIES AND EXCHANGE COMMISSION WASHINGTON, D.C. 20549 FORM 20-F (Mark One) REGISTRATION STATEMENT PURSUANT TO SECTION 12(b) OR 12(g) OF THE SECURITIES EXCHANGE ACT OF 1934 OR _ ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the fiscal year ended December 31, 2018. OR TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 OR SHELL COMPANY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 Date of event requiring this shell company report . For the transition period from to Commission file number: 001-37790 China Online Education Group (Exact name of Registrant as specified in its charter) N/A (Translation of Registrant’s name into English) Cayman Islands (Jurisdiction of incorporation or organization) 6th Floor Deshi Building North, Shangdi Street, Haidian District Beijing 100085, People’s Republic of China (Address of principal executive offices) Min Xu, Chief Financial Officer E-mail: [email protected] 6th Floor Deshi Building North, Shangdi Street, Haidian District Beijing 100085, People’s Republic of China Telephone: +86 10-8342 6262 (Name, Telephone, E-mail and/or Facsimile number and Address of Company Contact Person) Securities registered or to be registered pursuant to Section 12(b) of the Act: Title of each class Name of each exchange on which registered American Depositary Shares, each New York Stock Exchange representing fifteen Class A ordinary shares, par value US$0.0001 per share Class A ordinary shares, New York Stock Exchange par value US$0.0001 per share* * Not for trading, but only in connection with the listing on the New York Stock Exchange of American depositary shares, each representing fifteen Class A ordinary shares.
    [Show full text]
  • 4. RESULTS 4.1 OPPO's STP Strategy 4.1.1 Market Segmentation by Geographical Factors, the Markets of OPPO Mobile Phones Can Be
    4. RESULTS 4.1 OPPO’s STP Strategy 4.1.1 Market Segmentation By geographical factors, the markets of OPPO mobile phones can be divided into European and American market, Asian market and African market. European and American market covers America, Europe, Russian and other regions. Asian market covers Southeast Asia, China and other developing countries. By prices, the markets of OPPO mobile phones can be divided into low-end market, mid-range market and high-end market. The mid-range market and the low-end market include students, people who just start working, ordinary workers and so on. The target customer group values price and functionality. The high-end market includes private business owners, company leaders and so on. High-end products symbolize status. By demographic factors, OPPO mobile phones can be divided into phones for women, phones for men, phones for the students, phones for the young, phones for the old, etc. By functionality, OPPO’s mobile phones can be divided into general models, music phones, camera phones, business phones, entertainment phones, etc. 4.1.2 Market Targeting The main target consumer group of OPPO mobile phones includes young people from 18 to 30 years old, most of whom are either students or have just started to work from second-tier, third-tier and fourth-tier cities. They are after novelty and fashion. They follow the trend and advocate individuality. With active minds, they are interested in new things and pay attention to the quality of life. They also enjoy taking photographs, entertaining and socializing. 4.1.3 Market Positioning OPPO has positioned itself as a stylish and individualized mid-range and high-end mobile phone brand in the market.
    [Show full text]
  • Download Full Issue In
    Theory and Practice in Language Studies ISSN 1799-2591 Volume 9, Number 8, August 2019 Contents REGULAR PAPERS Sexualisation of Women in Nigerian Advertorial English Medium Bill Board 891 Bolanle Tajudeen Opoola and Folorunso, Emmanuel Awoniyi Vocabulary Learning Strategies Employed by Thai University Students across Four Academic 902 Profiles Sichabhat Boonnoon Point of View in Narrative 911 Suhair Al-Alami A Three-dimensional Classification System of Second Language Self-repair 917 Simin Zeng Poems: From Transl 929 Ping Lin Pragmatic Analysis of Verbal Humor in Friends—Based on Cooperative Principle 935 Jiaosheng Qiu Project-based Language Learning: Email Exchanges between Non-native English Speakers 941 Sue Wang On the Characteristics of Scientific Discourse and Translation 946 Minggao Wei and Gaofeng Yu A Research on English Translation of Public Signs in Shanxi Province—Based on Three-dimension 951 in Eco-translatology Zhaodong Zeng Improving Upper-intermediate EFL Learners’ Communicative Competence through Authentic 956 Materials Mohammad Hossein Keshmirshekan Reading The Color Purple from the Perspective of Ecofeminism 965 Lianghong Wu Studies on the Legal Translation from the Perspective of Legal Pluralism 973 Xia Dai Language Sociality and Its Enlightenment on Foreign Language Teaching 978 Guijie Liu Modal Operators and Personal Pronouns in Roosevelt’s Inaugural Addresses 984 Xiaoli Dou Research on the Application of the Mind Map in English Grammar Teaching 990 Ling Wang A Study of Discourse Strategies from the Perspective of
    [Show full text]
  • Chozan How-To-Prevent-And-Deal
    1 HOW TO PREVENT AND DEAL WITH PR CRISES IN CHINA HOW TO PREVENT AND DEAL WITH PR CRISES IN CHINA GUIDELINES AND CASE STUDIES FOR MARKETERS IN 2021 by Ashley Galina Dudarenok 2 HOW TO PREVENT AND DEAL WITH PR CRISES IN CHINA CONTENTS 3 Ashley Galina Dudarenok is the founder of Alarice and ChoZan. Alarice - your China digital marketing agency Experts in China digital marketing strategy and execution. If you want to know the best approach before diving into the competitive, dynamic, Chinese digital market, we can help with a detailed, well-re- searched strategy. We can then put that strategy into action to: • boost your chances of business success in China • communicate e!ectively with your brand’s clearly identi"ed target customers • focus on the right marketing channels • avoid common mistakes made by foreign brands in China • build brand recognition, enhance brand awareness, strengthen your brand image and boost interactions • localize messages and visuals • establish goal-speci"c social marketing campaigns • arrange fruitful KOL collaborations You can also use the strategy as a guide for your in-house team. Learn more at www.alarice.com.hk. ChoZan - your business school for digital China. Training for teams at tech companies and multinationals who want to learn about key components of China’s digital transformation and understand China’s primary digital ecosystems better. Custom-made corporate training and curated market information newsletters, tailored consultations, expert calls and video masterclasses to help you advance your marketing
    [Show full text]