Winning in China Marketing

Do you still remember that Lionel Messi had a penalty kick saved and Iceland held on for a 1-1 draw against Argentina at the World Cup? Yes, of course you can recall this exciting moment. But, can you also recall the brand behind the soccer gate? Is it a Chinese brand?  And what was the logo on the team shirt of Cristiano Ronaldo , adidas or nike ? Not surprisingly, you can’t remember it.  You just can’t see the logos even though they are so obvious in front of your eyes. We call this phenomenon “ inattentional blindness ”. Inattentional Blindness: Looking without Seeing Research shows that we rarely see what we are looking at unless our attention is directed to it.  (Mack A., & Rock, 1998) Think about it. Everyday, you are walking the same route to office, have you ever noticed if anything has been changed on the street?  Skoda Fabia has created an interesting attention test (it’s actually an ad). Watch the ...

Short music video Douyin has quickly become soaring popularity among the Generation Z consumers in China.   Even for 70s and 80s, they also start to play Douyin.   Frankly, I’m not a Douyin user and I’ve just downloaded the app last week.   But as a marketer, we need to keep in touch with the latest trend and understand why people love it so much.   Douyin Annual Marketing Conference was just kicked off in Shanghai recently to demonstrate how brands work with Douyin.   As introduced, many big brands from different industries including adidas neo, Pepsi, Tommy Hilfiger, Toyota, Audi, Under Armour, Jeep, Ctrip and Pizza Hut have already run campaigns on Douyin.   Adidas neo is the Top 1 brand page in Douyin with astonishing result: 1.2 million fans, 150 million video views and 2.8 million engagement . Some people ask whether they should also consider Douyin as a marketing tool for their products.   Marketers are already frust...