How Loyal ARE Your Chinese Customers- Really?
We originally posted this some time back as a result of a poll taken to test NZ consumers willingness to change brands given environmental concerns. That was back in Feb 2020 before the Covid virus had really became aggressive outside China.
Since that time, brands and retailers around the globe noted that as Covid strengthened and shoppers began stocking up brand loyalty very quickly evaporated. Although the China situation during Covid was different in that stores were not rushed for goods, both Bicyu and other agencies have noted in the past that Chinese consumers will easily swap brands.
Chinese consumers liked to be wooed and made to feel special- part of the brand. [We have written this many times before~] Building a deeper relationship and engaging more intimately with your Chinese consumer is vital. Even so, this from JING DAILY makes sombre reading.
According to the Mckinsey China Luxury Report 2019, 30 percent of post-80s-born luxury shoppers regularly buy products outside from their preferred brands, while that rate jumps to 52 percent with post-90s-born shoppersJing Daily
Below is the original February piece that inspired this post.
As in the US, NZ goes to the polls this year.
In a recent opinion poll, climate change remains a real concern for at least half the population, particularly women with statistics showing a larger growth in women in the past two years.
The poll showed 15 per cent of New Zealanders are now always or mostly eating plant-based meals – a 50 per cent increase on a year ago, but despite last year’s Government ban on single-use plastic bags, 69 per cent of those surveyed said they were still highly concerned about the build-up of plastic in the environment.
The results also showed 48 per cent of people had switched brand on products to be more sustainable, where that was on a soap brand or new vehicle.
Please read the full report on NZ consumers changing views: https://www.tvnz.co.nz/one-news/new-zealand/new-zealand-youths-top-concern-revealed-in-colmar-brunton-poll
or speak to Everlyne personally, below for help with your brand in China
Hello, I’m Everlyne Yu, founder and CEO of Uengager and WPBeijing Marketing Studio 2003.
I have a wealth of knowledge and experience in the China market and have been privileged to work with many international clients, such as VW and their release of their Bora and the extremely successful CC as well as a long term, ongoing relationship with Sodexo.
I am happy to chat and discuss any questions, no matter how small or trivial you may think. Probably someone has already asked the same question- many times!
In China Marketing- there is no such thing as a silly question.
To see how your brand can flourish in China, please talk to Everlyne now.