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Engage your Chinese Consumers Better

2021 Met Gala and China

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Hello again from Shunyi for Thursday Thursday September 16. Diverting somewhat from our usual strategy to bring an excerpt from an article written by Adina Laura Achim published the other day on Jing Daily. One of our “Goto” sources for cutting edge China news.

Ms Achim is an interesting woman. Originating from Romania she studied International Relations and Diplomacy. She is also an active supporter of human rights. Today she is a published author, luxury brand consultant, journalist, and PR executive covering the luxury sector in China, Hong Kong, Singapore, and Latin America. She has a hard hitting, biting style which may make some people uncomfortable but is generally in tune with the feelings and vibes of her target audience.

In this particular piece we reference below, she shares her view and opinion on the success or otherwise of this years Met Gala. Her view comes from the perspective of Asian consumers, with a China slant – will they attend or snub this years event?

In some ways her view tends to echo our own observations of Chinese consumer sentiment towards US cooling slightly. In fact we have referred to this when talking about the popularity of European marques to Chinese auto buyers. Indeed, Europe does seem to have a closer relationship and understanding of Chinese consumers. Especially Germany and France. In fact, even the UK is relatively well liked here, despite its USA lapdog attitude.

Key Takeaways:

  • Many attendees will decide to skip the Met Gala because of COVID fears, vaccine etiquette, and travel restrictions.
  • Americanism is unfashionable with the global audience.
  • Designers, brands, and luxury conglomerates that highly depend on the Chinese market might understand that the association with the American identity can impact their bottom line.

Additionally, with the theme of the party being “In America: A Lexicon of Fashion” — an embrace of the American identity — Anna Wintour might have misread the pulse of the global market. The painful reality is that Americanism is currently unfashionable with global audiences.

Adina Laura Achim

To read more please see: Will The Met Gala’s Patriotic Theme Push China Away? published by Jing Daily.

Whilst on the topic of trade fairs, expos and galas – well, loosely, we thought you may enjoy this slide show of Beijing’s Shougang park which hosted eight themed exhibitions and forums of the 2021 China International Fair for Trade in Services last week. The park used to be an abandoned iron-producing site owned by China’s largest steelmaker Shougang Group who turned it into a landscape complex after years of renovation efforts.

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