Select Page Airlines in China: Most Effective Marketing Strategy Airlines Marketing is a big step for every international airlines company which want to develop their service in China. China is moving ahead with new reforms which are being relaxed for the new entrant airlines.
Published on August 13, McCann Shanghai In China, more than in most other places, there's a massive gap between millennials and their parents. Unlike previous generations in China, the so-called posts generation, or those born in the s, grew up during boom years of double-digit growth.
Western brands were scarce when their parents were young; now people in remote areas can use their mobile phones to order foreign brands off the internet. And since they grew up under the one-child policy, many enjoyed the undivided attention of both parents plus two sets of grandparents.
For marketers, appealing to posts youth is a major fixation — after all, there are million of them. For China's youth, "their purpose in life is different than the former generation, they really want to make this moment interesting and happy rather than living for the future and for others — I think that's a critical values shift," said Ellen Hou, McCann Worldgroup Shanghai's group managing director and chief strategy officer.
Hou became one of the first generation of planners born in mainland China to work at an international agency when she joined TBWA in Hou, honored as one of Ad Age's Women to Watch China for turning insights into strategies that connect with people's lives, shared what works in youth marketing, and what no longer applies.
Keep it relaxed and lighthearted Chinese drinking culture used to focus on building "guanxi," or connections, especially for business. There's a trend among the younger generation, with relationships becoming more lighthearted and casual.
People are seeking authenticity in friendships, it's not always with some other purpose. McCann kept that insight in mind to make a new brand statement for China's Rio, the country's No.
Inspired by traditional Chinese clay doll folk art, the mascots are two chubby kids named A Fu and A Jiao. McCann and Coke modernized the styling and put them on packaging; people could scan the package to get animated stickers to send as holiday greetings on mobile app WeChat.
Reassess what resonates L'Oreal's Maybelline, which traditionally associated its brand with New York, shifted its messaging slightly. For Chinese youth, the focus on New York was "too distant and too vague," Ms.
The updated messaging is about "being beautiful now. The store should be a collection of 'moments' or experiences rather than a collection of products — product does not matter as much to people because you can buy lots of clothes on Taobao," the Alibaba online marketplace.
Swim in pop culture "Before when you were working on a youth brand you'd normally do so-called 'advertising' to broadcast the message, 'we are a cool and young brand,'" Ms. Now it's quite effective to place the brand in movies or soaps, often South Korean ones, that are popular in China.
Rio, the bottled cocktail, bought product placements in seven youth-oriented shows. The Women to Watch China questionnaire: Painting; analyzing gossip as a form of anthropology. Sales assistant selling glass panels and windows during Shanghai's building boom.
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