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The Chinese fast-fashion firms with eyes on US, EMEA
News • 11 January 2021
In search of growth beyond the ultra-competitive Chinese market, fast-fashion startups are looking at the rest of the world for expansion, and the potential to sharply undercut global leaders.
How can a brand ever belong in China?
Numerous international brands have come unstuck in the past couple of years with their messaging in China because they are failing to do their homework – and then they do it over again, says a leading creative.
Freeing China's luxury consumers from the annual ugly contest
News • 24 December 2020
Luxury brands need to become more curious about the Chinese aesthetic and stop offering surface-level takes on localising their offerings, says a "culture guru".
Amazon Prime aims to expand cricket coverage in India
US streaming giant Amazon Prime Video has signalled its intent to grow its live cricket streaming service in India, ultimately challenging Disney's leading position, reports the Financial Times.
A matter of taste? How brands should balance the old and new of China's cultural consumption
Opinion • Jenny Chan, December 2020
From Coach's purportedly "tasteless" campaign with Jeremy Lin to Balenciaga's retro creative work dubbed as "tacky and offensive" – it seems like brands (luxury, in particular) just can't do right in China, or are we too biased? WARC's China Editor, Jenny Chan, introduces a deep-dive into the insights you need to know.
International heritage vs. China future: A cultural conundrum
Article • Greg Sutcliffe, WARC Exclusive, Spotlight China, December 2020
GPB's Greg Sutcliffe argues that finding the right balance between celebrating an international brand's heritage and safeguarding its future in China is a critical endeavour.
Local Relevance? Local Revolt! Why luxury brands need to do better and be braver
Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020
Carat's Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.
Far side of the moon: What it will take to create a true Chinese global brand
Article • Reno L. Davis-Yue , WARC Exclusive, Spotlight China, December 2020
Hypers' Reno L. Davis-Yue believes that Chinese brands have an opportunity to take the lead in redefining cultural norms and expectations on the global stage.
McDonald's plans huge expansion of McCafé chain in China
News • 20 November 2020
Eleven years after opening its first McCafé in China, fast food chain McDonald's plans to expand its estate of in-store cafés to 4,000 outlets on the Chinese mainland by the end of 2023.
What brands can learn from those that fail in Japan
After 18 years of trying to succeed in the Japanese market, Walmart has become the latest big foreign brand to tacitly signal that this is a market it could not crack.
Businesses in search of demand focus on post-pandemic China
With China appearing to have largely brought the coronavirus under control and with consumer sentiment improving, the market is now highly attractive to foreign brands chasing business to replace falling demand elsewhere.
Plant-based meat producers turn attention to China's huge market
Chinese consumers, who are responsible for 28% of the world's meat consumption, present a key opportunity as faux meat makers eye up the huge market.
Chinese retailer Shein finds favour with American teens
News • 13 October 2020
Chinese fast-fashion retailer Shein has emerged as the second favourite e-commerce site for American teenagers, according to a new report by Piper Sandler.
Why some foreign brands struggle with China e-commerce
Article • Josh Gardner, Kung Fu Data, WARC Trends, October 2020
E-commerce success is highly nuanced in China.
Chinese consumers sour on foreign dairy brands
News • 23 September 2020
Nationalistic fervour amid souring relations with the United States and Australia, has contributed to a sales drop in China for foreign dairy products.
Why the fortunes of Monzo and Starling look so different
News • 10 August 2020
Founded just one year apart, trading updates from two of the new fintech brands paint very different pictures, with Starling touting its projected profitability, while a more exposed Monzo deals with serious concerns it would be able to continue trad
IPL risks fans' wrath by keeping sponsors
The India Premier League (IPL) is heading overseas for a third time, leaving behind some disgruntled fans thanks to a decision to stick with its current sponsors.
Chinese electronics brands revive marketing efforts in India
News • 21 July 2020
Chinese smartphone and electronics brands such as Xiaomi, Vivo, Haier, Oppo and OnePlus are reviving their marketing and advertising spends in India.
Alibaba eyes 2bn consumers globally
Despite the uncertainties occasioned by COVID-19 and US trade sanctions, Chinese tech giant Alibaba has set its sights on serving 2 billion consumers globally.
How HSBC balances global and local brand needs
HSBC, the financial-services provider, has aimed to strike a balance of global consistency and local flexibility in its branding strategy after launching a refreshed positioning two years ago.
How HSBC pursued a global rebranding program – and responded to a pandemic
Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020
HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.
Beyond patriotism: Are Indian brands ready to win local and be global?
Opinion • Gabey Goh, June 2020
With the call to be "vocal for local", there's never been a better time to be a local brand in India. But despite favourable conditions caused by current affairs, convincing an Indian consumer, used to a global marketplace, has also become trickier. What will it take for homegrown brands to break through? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
Surfing China's cross-border e-commerce wave
Article • Renata Thiébaut, WARC Exclusive, June 2020
Cross-border e-commerce in China is distinctive because international companies are allowed to sell certain goods to Chinese consumers online, through platforms such as Tmall Global or JD Worldwide or NetEase Kaola, at preferential duty rates and without a license to operate a business in the country.
Indian smartphone brands cautious on revival prospects
News • 22 June 2020
Several Indian smartphone brands have downplayed suggestions they could capitalise on the anti-Chinese sentiments that have erupted in the wake of border clashes in the Ladakh region of Kashmir.
How TD Ameritrade became WeChat's first US brokerage advertiser
Article • Geoffrey Precourt, WARC Exclusive, June 2020
TD Ameritrade, the financial-services provider, became a successful early adopter of WeChat, the popular mobile app, in its category.
The Evolution of Marketing
Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
How international brands can succeed in China
Article • Doreen Wang, WARC Best Practice, October 2018
Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.
How to develop an effective global brand strategy
Article • Nick Kendall, WARC Best Practice, October 2016
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
What we know about multinational marketing
Article • WARC Best Practice, February 2020
Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
How global brands resonate across cultures
Article • Alessandra Cotugno and Sue Mizera, WARC Best Practice, April 2017
This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.