With numbers of Chinese travellers – and their spending power – continuing to rise, what do marketers need to know about winning them over?
Announced today at Cannes, the Shanghai Addition will focus on servicing Chinese brands looking to expand their global footprint.
Chinese consumers often seek price reassurance from local brands, premium inspiration from global brands. But why? Tom Doctoroff of Prophet explains.
We kick off a new short-video series, Marketing Masters, with Prophet's Tom Doctoroff discussing what Chinese brands need to do better to succeed outside their home market.
The Chinese diaspora is a significant consumer segment even if your brand is not operating within China.
Airbnb says its Chinese name 'Ài Bǐ Yíng' is designed to be easier to pronounce, but netizens find it corny, antiquated or worse.
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