The Marketing, Research & Digital Agency for China

Hollywood's Influence on Chinese Consumers

Hollywood in China

China's fixation with Hollywood movies has driven American culture in the Mainland and helped many Western brands along the way.  It's aided Nike to become the top-selling and most loyally followed fashion brand in China.  It's why many consumers are prepared to pay ¥27 ($4.40) for a medium sized Starbuck's latte - a third more than the equivalent cup in Chicago, and why planes are full of Chinese tourists visiting their favourite movie settings around the globe. 

While Beijing tries to limit Hollywood's influence by restricting the number of foreign films shown to 34 a year, those blockbusters, coupled with the billions of pirated Western movie downloads every year, have penetrated China's consumer culture. Making it Easier for Foreign Brands to Sell Directly to Chinese Consumers

JD Worldwide Cross Border eCommerce

The rise of eCommerce is China is increasing consumers’ access to a goods spanning every category. The almighty internet enables customers in the Middle Kingdom to purchase products from every corner of the country, and have them delivered in a couple of days. Numerous food scandals from Melamine to tainted bean sprouts in Beijing last year, coupled with rising incomes and sophistication, is driving Chinese consumer’s to demand higher quality products, particularly those imported from overseas.

The Significance of Mobile and Ecommerce Convergence in China

mobile commerce in China

Chinese consumers embrace few things with more enthusiasm than ecommerce and smartphones.  WeChat's Tencent, Alibaba and China Mobile are rated the three most valuable brands in China with good reason. 

Should I Use Celebrity Endorsers in China?

Beckham China Tattoo

In a country where more than 500 new products launch every day, celebrities can help your brand get noticed in China.  They can also give your products credibility, when many other goods go untrusted

Chinese have long looked to the voice of a few to reinforce their decisions.  A little over a generation ago, framed portraits of Chairman Mao hung in many homes where residents studied the leader's quotations in their Little Red Book.  Nowadays, residents look to video downloads and social media accounts of their idols on Xiaomi smartphones.

Chinese Consumers' Appetite for Healthy Food Relevant to New Demographics

Chinese Instant Noodles

It's nothing new that Chinese consumers are opting for food and beverages that are better for them.  In 2013, after a decade and a half of mouth-watering growth from its Oreo cookies, Mondelez discovered that wealthy urban consumers were turning to healthier alternatives.  Likewise, earlier this year Nestle announced it was revamping its food and beverage business in China due to the shift towards nutritious items.

Whilst China's affluent urban consumers have been the most prepared to pay premiums for healthy food, even lower-income Chinese preferences are changing. 

Opportunities in China's Smaller Cities

Starbucks China smaller cities

It wasn't long ago when any Chinese city with a Starbucks was considered Tier 1 or 2.  How things have changed.  Starbucks will have more than 1,500 outlets in almost 90 cities by the end of this year, with many of the new openings in Tier 3 or lower areas.

Although average disposable incomes in China's Tier 3 and 4 cities are two thirds of Tier 2 and just over half of Tier 1 cities, a lower cost of living and soaring growth is seeing many 'small town' folk get out and spend.  65% of FMCG sales come from Tier 3 or lower cities according to Euromonitor. 

Consumers in lower-tier cities aren't just buying everyday household groceries.  Of China's top-10 cities by per capita GDP, seven are Tier 3 or lower.  Four of China's top-10 cities for disposable income don Tier-4 status and are mostly underserved by premium brands.

The Future of Cross Border Commerce in China

Cross Border Commerce China

Success in China can depend on how the Government feels about your industry or brand.  At the opening of China's annual parliamentary meeting in Beijing this month, Premier Li Keqiang outlined the Government's "Internet Plus" strategy, increasing support for China's ecommerce industry and its international expansion - if it wasn't growing fast enough already.

Under The Dome: Chai Jing & Making Her Blue Sky Dream a Reality

Chai Jing Under The Dome

Chai Jing and team, take a bow. Under The Dome was a bold, brave, well researched and magnificently delivered documentary that pulled out all the artillery in the war against China's deadly pollution.  Whilst it follows a similar mould to Al Gore's An Inconvenient Truth, Chai's 104 minute film is rawer, harder to dispute and much closer to home, and will hopefully make a similar impact on driving awareness and action.

Fully Translated Under The Dome: Investigating China's Smog by Chai Jing - Now Banned in China

Under The Dome Documentary Fully Translated with English Subtitles

A lot of Chinese didn't know there was a smog problem in China until 2012, when the Government finally relented and started publishing pollution data. Since then, sales of products such as air purifiers, medicines that improve respiratory and lung issues, and face masks have soared as much as 130% in a single month.

The Stunning Rise of O2O in China

Shopping in China is not a necessity but a lifestyle. It is a hobby Chinese consumers pursue with a passion, particularly as online shopping becomes increasingly popular. 67% of Chinese purchased goods online in the past three months according to McKinsey. Chinese consumers often look for a product in stores and end up buying it elsewhere. Armed with smartphones, a third of shoppers research goods on their mobile in stores, and just 16% of them end up purchasing the product in the store. Following this trend, the industry is hastening to meet Chinese customers’ expectations, creating a multichannel shopping experience with the well-used catchphrase being “O2O”.


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