Chinese splintered view of local vs global brands

Chinese consumers often seek price reassurance from local brands, premium inspiration from global brands. But why? Tom Doctoroff of Prophet explains.

In a new video for Campaign Asia-Pacific, marketing industry veteran Tom Doctoroff explains why the Chinese are shrewd consumers who compartmentalise their purchasing habits.

Doctoroff's argument is that foreign brands and domestic Chinese ones are in fact two pillars of a bimodal marketplace.

The video is the second in Campaign's new short-video series, Marketing Masters, featuring respected industry minds sharing their specialised insights.  

Watch the first episode, The good and bad of Chinese brands

Doctoroff, APAC CEO of J. Walter Thompson until June last year, recently joined Prophet as senior partner. He has more than 20 years experience working in China and has authored two books on the subject; Billions: Selling to the New Chinese Consumer and What Chinese Want: Culture, Communism, and the Modern Chinese Consumer.

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