China is a key market for multinationals, but it is also a challenging and confusing place to do business, especially because the Chinese government is eager to protect local companies in key areas.
More than 800 million viewers will be tuning into CCTV for nearly five hours of live programming to celebrate Lunar New Year's Eve. But unlike the ad extravaganza that is the U.S.'s biggest TV event, China's has zero commercial breaks.
Brands in China are looking for more rebellious figures to create aspirational messages for their affluent young white-collar targets. The recent collaboration between Nescafe and popular writer, blogger and social critic Han Han is an interesting example of this dynamic.
Chinese brands are losing market share in the world's largest auto market. The China Association of Automobile Manufacturers blames the domestic brands' weak sales on poor brand images. But the underlying problem is state ownership, which allows them to expand recklessly and not listen to customers, says the editor of Automotive News China.
Unilever had a conundrum when it came to the Chinese launch of Lynx, the body spray known in the U.S. as Axe. The problem wasn't persuading Chinese guys to select Lynx over a competitor but to choose it at all in a country where men have never been expected to smell good.
Lessons on how to create compelling and fan-earning campaigns on the world's most popular social media platform
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This white paper, produced with partner Kantar Media, examines the state of pharma marketing today, how digital information and social-media channels... More
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