The document summarizes an event about understanding Chinese consumers. It will feature presentations from Professor Hongxia Zhang from Peking University on celebrity endorsements in Chinese advertising, and Fay Nie from Ocean ChinaFocus on research findings about the lifestyle and buying behaviors of China's middle class. The event will be held on November 1st from 5:30pm to 6:35pm at Victoria University of Wellington with an introduction, two speaker presentations, a Q&A session, and concluding refreshments.
1. A great opportunity to hear a combination of academic research
and practitioner insights, supported by visiting research fellows
from The New Zealand Centre at Peking University
北京大学新西兰中心.
How will you find an attractive celebrity to endorse
your brand and products in China?
Professor Hongxia Zhang from Peking University will discuss insights
into advertising in China, with a focus on the emerging popularity of
the ‘sweet guy’ image in celebrity endorsement in China
Why is economic confidence low in China, but
consumer confidence high? How does the Chinese
middle class evolve as they buy?
Fay Nie from Ocean ChinaFocus will reveal fascinating findings
from her research into the lifestyle and buying behaviours of real
people living and working in China.
When: 5.30pm, Tuesday, 1 November
Where: Lecture Theatre 2 (RHLT2), Rutherford House,
Pipitea Campus, Bunny Street
RSVP: marketing@vuw.ac.nz by 27 October
Event timetable:
5.30pm Introduction
5.35pm Professor Hongxia Zhang
5.55pm Ms Fay Nie
6.15pm Q A with audience and panel made up of both speakers
and moderated by Dr Hongzhi Gao, senior lecturer at the
School of Marketing and International Business
6.30pm Conclusion
6.35pm Refreshments and networking
About the speakers
Hongxia Zhang is a Professor of
Marketing at the Guanghua School
of Management, Peking University.
Professor Zhang has a wide range
of consumer research interests
including consumer behaviour, child
and adolescent behaviour, branding
and advertising.
Fay Nie is a strategist and lead of
Ocean ChinaFocus. Born in southern
China, she lived twelve years in Beijing
and moved to New Zealand in 2014. She
has worked with many local and global
companies, including Volkswagen,
Fisher Paykel, Fly Buys, Financial
Times, Sinopec, and Air China.
Victoria Business School invites you to attend a Chinese consumer insights forum
UNDERSTANDING CHINESE CONSUMERS