How Businesses Use WeChat to Win Chinese Consumers – Part 2. Coach: Simple ways to increase ‘brand stickiness’ September 10, 2014 by Julia Q.Zhu 1 comment 3269 viewson Case Studies & Interviews, Digital Marketing, E-Commerce, Insights, Luxury, Mobile Commerce, Social Media, Strategy In the last post, we described how YOOX uses WeChat to not only advertise, but sell and serve its Chinese customers. What are other interesting practices businesses are experimenting with in China to creatively blend social, mobile and commerce? Case Study – Coach: Simple ways to increase ‘brand stickiness’ via WeChat Similar to the case of YOOX, Coach also uses …
China’s Advertising Sweet Spot: Online Video and the Rising Middle Class April 28, 2013 by Julia Q.Zhu 0 comments 1409 viewson Consumer Behavior, Digital Marketing, Insights, Social Media China’s online consumers are predominantly young – mostly under 30. Over time, as the population ages, so will the country’s online userbase. In a recent report I wrote with the Multimedia Research Group, titled China’s Advertising Sweet Spot: Targeting Young, Upwardly Mobile Consumers with Digital Media, we answered critical questions that marketers have about tapping …
