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.
An underdog in an industry dominated by giants, sportswear brand Under Armour recently pulled off a growth miracle by increasing its quarterly revenues more than 20% in 21 consecutive quarters. The 19-year-old Baltimore, MD-based company surpassed its German competitor Adidas last year in sales in the US, only trailing Nike in the world’s largest sportswear market. And now Under Armour trying to replicate its success in global markets, especially China. What does it have going for it in the world’s second-largest consumer market?
People are taking to soccer in China, but is it just a passing fad or a phenomena that’s here to stay?
China has the will to leverage big data analytics, it just needs to hone the way. Much and more has been made of how the multi-billion dollar ‘big data’ industry might play out in China, where the sheer size of China’s various consumer markets belie a seemingly massive potential for this particular brand of information […]
This December, Peak Sport Products Co, a leading sportswear-maker and distributor in China, signed endorsement contacts with basketball players CJ Watson of the Chicago Bulls and Sam Young of the Memphis Grizzlies for a total of 12 National Basketball Association spokespersons. The company traces its roots to a start-up led by the 55-year-old Xu Jingnan […]