男友太凶猛1v1高h,大地资源在线资源免费观看 ,人妻少妇精品视频二区,极度sm残忍bdsm变态

Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Policies

Chinese brands learn how to play market

By Cecily Liu | China Daily | Updated: 2019-03-05 07:19
Share
Share - WeChat

Challenges remain

Despite Chinese companies' recognition of the importance of branding, many are still on a "trial and error" journey to understand how to effectively build a positive brand, and some have learned their lessons the hard way.

One example is the private company Sanpower Group in Nanjing, Jiangsu province, which acquired a majority stake in the iconic UK department store House of Fraser in 2014.

Sanpower chairman Yuan Yafei was perhaps too quick to announce his ambitious plans to launch 50 new House of Fraser stores in China, because when this target was not met, his words were cited in various UK media outlets as the basis for skepticism in the brand, especially when Sanpower last year announced the closure of 31 House of Fraser stores in the UK, affecting 6,000 jobs.

Another example of an ineffective branding campaign came when Chinese smartphone maker Xiaomi made an embarrassing mistake in launching a "flash sale" promotional activity when it entered the UK market last year.

Xiaomi did not clarify its promotional activity from the outset. As a result, the campaign was viewed by UK consumers as misleading, and left thousands of potential buyers disappointed. The incident attracted dozens of user complaints on Facebook and Twitter, leading to negative media coverage before the company had even established its presence in the UK.

Olive Hou, founder of London marketing agency Olive's Choice Creative, said this incident highlights the importance of understanding cultural sensitivities when Chinese companies expand abroad.

"In this case, Xiaomi should have explained the rules of its flash sale from the beginning, to provide transparency and clarity. This is particularly important for the UK market, where consumers care very much about rules, procedures and fairness," Hou said.

Hebbert, from Hylink UK, agreed, adding: "Marketing tactics used to make certain products appear more scarce are used by established brands all the time, such as Apple. But because Xiaomi is a newcomer to the UK market, it should focus on a solid foundation first.

|<< Previous 1 2 3   
Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 榆中县| 灌云县| 陆川县| 定西市| 绥江县| 水城县| 昌邑市| 榆林市| 湘西| 河西区| 财经| 郸城县| 鲜城| 宜丰县| 彰化县| 濮阳县| 阿拉善左旗| 当涂县| 罗甸县| 苏尼特右旗| 五寨县| 益阳市| 澜沧| 永新县| 雷山县| 凤城市| 苏尼特左旗| 临桂县| 台湾省| 通江县| 伊宁市| 长宁区| 沂源县| 光泽县| 库尔勒市| 南靖县| 象州县| 水城县| 龙门县| 剑河县| 通许县|