From time to time we post in support of the publications and sources we use to collect much of our material. This fits in with Aim2D’s purpose: to provide informative, educational materiel to help brands better understand the China market. However, despite the reference to lux in this weeks title, it isn’t just fashion or luxury brands that can benefit. Why?
If you know what we are going to say next please feel free to skip to the links at the bottom of this article. Otherwise, well, here goes. Let’s start by contentiously suggesting Luxury is relative. For example, if you have been lost in the desert for a week, not eaten, then a dead mouse may well be a luxury for you. So it may well be with your brand or service in China.
Not that we are suggesting your brand in China is a dead mouse! However, the fact that it is a foreign brand may, in the eyes of some consumers push it into a luxury sector. The possible additions of extra tariffs etc may also take it into the luxury price range. But by far the biggest reason for you, whatever your niche, to keep an eye on luxury in China is it serves as a bellwether. Very often, in China, where luxury goes, mainstream tends to follow.
So one of the resources we often refer to is The Luxury Conversation. As an example, this article on the topic of LOCALISATION in China- and others- although dated and written from a lux perspective is a perfect fit for any brand eyeing the China market. Please take a peek at this article:
The One Reason Luxury Brands Find Success or Failure in China: Localisation, complete with some nice examples to learn more and understand what we are saying.
Thanks for reading our China news, marketing, tech and social media article – we hope it was useful, relative, informative, valuable.
Then perhaps you may like to chat directly and personally with Everlyne?
Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;
In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.
She began Uengager, a company focused on customer engagement, as a SaaS MarTech company in 2017.
Hello, Nihao, I’m Everlyne
I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.
Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.
Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.
If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.