The jewellery retailer sees very similar online consumption trends in rural and urban customers, and says rural stereotypes are oversimplified.
Brands have a choice: Cater to the mindless consumers of old and keep adding to economic and ecological issues, or focus on creating products and services that help people feel good about the things they buy.
SHANGHAI - According to CTR's latest Kantar Worldpanel data, Western retailers are struggling to gain share against the Sun Art Group, which has seen strong growth driven by the opening of 50 new Auchan and RT-Mart stores during 2013.
A new book, 'Consumers and Individuals in China: Standing Out, Fitting In' by Michael B. Griffiths, director of ethnography at Ogilvy & Mather Greater China, reflects on Chinese reality and challenges many a preconceived idea that its people are not ‘real’ individuals.
Marketers need to shake off the assumption that rural consumers will come to brands in urban centres, and start thinking of reaching out to them.
BEIJING - Starcom MediaVest Group has unveiled detailed research that sheds light on the importance of digital in the lives of Chinese consumers in lower-tier cities.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins