Chinese consumers have changed faster than consumers in probably any other market. Increasing exposure to international media and social media is changing the expectations of Chinese consumers. On top of that, the broad economic slowdown and brand saturation in China has ratcheted up competition to new levels as the days of easy money disappear. For both multinationals and Chinese companies, the changing market dynamics present challenges they have never seen before. In this interview, Torben Pheiffer, Managing Director of SapientNitro, China, explains how companies need to adapt their branding strategies.
Xiaomi, once the most popular smartphone vendor in China, is showing signs of decline. Back in the day, Xiaomi broke the mold by offering a feature-rich phone at an impossibly low price point. Its unique marketing strategy and business model helped it to break online sales records. But soon others started copying Xiaomi’s strategy and the novelty wore off. The company has been slow to innovate. For phone buyers, Xiaomi ended up being a low-end phone: once they had enough money, they would upgrade to an Apple or Samsung. Today Xiaomi is quickly diversifying from phones to rice cookers and drones. But is that enough to come back to relevance?
Cheetah Mobile CEO Sheng Fu on how the company became a big mobile app developer with global reach in just a few years and is thriving despite its free-to-use model. Chances are that unless you are in the mobile internet business, you may not have heard of Cheetah Mobile. The reason is simple: Cheetah Mobile, which was […]
Anil Gupta, an expert on globalization and strategy, on the domino effect unleashed by several global megatrends—from the turmoil in the energy markets and the crisis in Greece, to the challenges being faced by the Chinese economy.
During his whistle-stop trip to the US, Alibaba founder and Executive Chairman Jack Ma is busy courting small businesses
Long the purveyors of advanced skills and knowledge, Chinese sea turtles, or overseas returnees, are now finding a different environment back home.
Online video platform LeTV believes its new smartphone can demolish competition. Is that too wild an ambition?
Uber has plunged headlong into China’s immensely complex and hypercompetitive transportation and taxi app market. Can it win?
Joel Backaler, author of China Goes West, talks of the globalization of Chinese companies and whether or not the West needs to be wary of them. Chinese companies are globalizing at an unprecedented rate. While Lenovo is now the world’s largest PC maker, Haier is the world’s largest consumer appliance manufacturer. Huawei has been giving […]
Brand strategist Martin Roll talks about the state of branding in Chinese companies and strategies that will help build truly global Chinese brands. Lenovo. Baidu. Alibaba. Huawei. Haier. Tencent. These are just some of the Chinese companies that have seen phenomenal growth over the past decade or so. But how many Chinese companies have really […]