Thanks Weiwei – really nice job. I enjoyed your perspective on branding issues in china. Very well done! 17.5/20
My brand journal -weiwei li marked
M y brand journal
By Weiwei Li
• Editor’s letter
• How to leverage Chinese brand?
• Brand positioning
----at the heart of marketing strategy
• Marketing luxury in digital China
Weiwei Li 115807760
How to leverage Chinese brand?
China TOP 50 Brands
What is a brand & the value of a brand? To answer
this question, I first clarify the differences between a
product and a brand:
Sits on retailers’ shelves
Exists in consumers’
Easy to be copied
After our first day of brand class, I know that brand is
what is experienced and valued by customers in everyday
There is a soul of a brand, a distinctive identity that
resonates with its consumers. Driven by devise factors,
such as the rapidly expanding middle class all over the
world, Chinese brands are on the road to global
expansion. We all have to admit Chinese brands have
potential impact on markets worldwide. Then what should
be Chinese brands’ approaches?
Cases of plagiarism have been happening in the past several
years within China, apparently this is not a good strategy for
Chinese brands to be alive in global market.
Successful Chinese brand
To answer the queistion: How to leverage Chinese
I have some ideas:
1)Implement local strategies, differentiate themselves from
the international competitors.
2)Determine the appropriate media platforms to invest in.
The first successful Chinese brand comes to my mind is
Weibo---- a Chinese version of Twitter. Weibo has firmly
established itself as the leading Chinese microblogging
platform. To compare with Twitter:
Weibo is more of a Twitter-Facebook hybrid than a pure
Collaboration with Taobao, the biggest (B2C and C2C)
e-retailer in China, which enable these two parties to
achieve online marketing and explore potential in social
How To Build
Thousands of successful brand
stories prove that understanding
the needs and wants of consumers
and devising products and
services to satisfy them are the
heart of successful market. How
should we build, measure and
manage brand equity?
Brand equity arises from differences in consumer
• Brand knowledge
Marketers need an insightful way to represent how brand
knowledge exists in consumer memory.
-brand awareness: The strength of the brand node or
trace in memory, measure consumer's ability to
identify the brand under different conditions. Many
Chinese brands operate on a mass scale and their
names may be familiar but few of them have
developed strong emotional relationships with their
-brand image: consumers’ perception about a brand
Consumer response to market
Qingyang Liu, a 80’s Chinese girl
successfully created a famous
brand image without using
associations to Chinese elements
and stamps through its products.
The young designer knows that to
make sure that some strongly held
brand associations are not only
favorable but also unique and not
shared with competing brands.
consumers choose the brand.
Brand positioning---at the heart of marketing strategy
Nature of competition
How the brand is similar to these competitors
How the brand is different from them
International Brands In China
Apple Sees Slowdown in China http://blogs.wsj.com/digits/2013/07/23/apple-sees-slowdown-in-china/
The Cupertino, Calif., company said on Tuesday that its revenue from China fell 14% from a year earlier to $4.6 billion
in the quarter ended June 29. The figure, which represents a 43% decline from the previous quarter, marked the first
time revenue fell for the region, which includes Hong Kong, China and Taiwan, since the company began breaking out
numbers for Greater China in the quarter ended Dec. 29, 2012.
My thoughts: (4reasons)
•Intense competition from cheaper smartphones that run Google Inc.’s Android operating system
•The economy of China is wobbling
•The duration between the launch of iPhone 4S & iPhone 5 too short
•Apple needs to build more retail stores in China
Living in an era of hyper change.－－－－Keep an eye on your competitor
Pure boffinry: We peek inside Nokia's miracle cameraphone
Nowadays, the distance from innovation to commodity is getting shorter.
Good camera quality may attract small portion of market, however, it is
far away from helping Nokia to regain top position in the smart phone
market. Why? Nowadays, in the consumer market, the functionality,
usability and UI design are the top considerations when people choose
smart phone. In the enterprise market, security remains the top concern.
My advice to Nokia is: Wake up, Look at what is happening around you!
Online luxury retail, which has been growing
rapidly in China, had already reached billions dollars in the
past several years. Can such fast-paced growth be a boon or
a bane for luxury brands? In my opinion, to luxury brands,
such rapid growth is a ”double-edged sword”. On one hand,
it enables these enterprises to grow in China; On the other
hand, it is hard for these brands to maintain their value. In
the digital world, how can these brands keep their service
How to communicate your brand?
——Marketing luxury in digital China
How to communicate your brand?
——Marketing luxury in digital China (Cont’d)
How are digital technology and content changing traditional channels
and how can we benefit from it? A recent study from IBM asserts that, “The next 5
years will hold more change for the advertising industry than the previous 50 did”.
Arguably, the ability to master these shifts from traditional marketing to digital
marketing is a defining issue for a generation of marketers. Actually, digitization
offers possibilities beyond Internet.
The opening of flagship store of Burberry is a good example. Burberry China
made full of social media to connect with their fans. In addition, the most
advanced digital technology allows them to accomplish a fabulous fashion show.
Finally, this opening event turned out to be a visual feast.
MOBILE ADS DRIVE FACEBOOK STRONG Q2 PROFIT, REVENUES
In my view, social media is changing the way consumers interact
with companies and products. So I am not surprised at this news. What I am
worried about is the great interaction may result in increasingly pressing
issues about consumer privacy, consumer data and marketing intrusion. This
issue is not just for Facebook, but for the social media in China. Let’s see how
these companies will face this problem.
In one of the 30-second videos a young man waiting patiently in line at the
supermarket checkout suddenly sees the shopper in front of him yell for all
her relatives to cut in line as she is about to check out. The aggravated
young man bursts into a snail and slowly inches toward the checkout. The
two other videos show similarly unpleasant grocery shopping scenarios
such as carrying heavy grocery bags home and going through tedious
product exchange/return processes, but with dramatic yet lighthearted
China’s Online Wal-mart Cont’d
Companies make acquisitions because they wish to grow
and expand their business. In making acquisitions, a company has
to determine what it feels the acquire brands are worth. In China,
Wal-Mart, the world’s largest retailer, has acquired Yihaodian,
and treats it as online Wal-Mart. Yihaodian makes full use of WalMart’s complex supply chain system, has become one of China’s
leading e-commerce websites.
The booming development of e-commerce in China
allows urban consumers to place orders online or by phone and
to have products delivered to their doorstep all on the same day.
This eliminates the inconvenience of having to navigate crowds,
standing in long lines and carrying heavy bags home. Yihaodian is
a big player in the e-commerce sector.
Great brands are not accidents; they are a result
of thoughtful and imaginative planning. Branding
is not for the faint of heart -- it takes a long-term
investment and the courage to stick to one's guns
in the face of short-term sales challenges from
one business unit or another.
THANK YOU, MIKE, FOR YOUR
By Weiwei Li