PR mistakes that foreign brands made in China: why they occur, how to manage and prevent them
In this article, we will discuss some of the most common types of PR mistakes foreign brands made in China, which include causing a discrimination-based crisis, political crisis, inappropriate behavior of a brand ambassador, and collateral impact on the parent company. Our team has rated these PR mistakes on a five-star scale rating crisis frequency […]
How brands are biting into Chinese mooncake culture
Every mid-autumn festival Chinese people celebrate by spending time with their loved ones while exchanging and eating mooncakes, densely baked pastries that come with a wide variety of fillings. The festival is deeply rooted in ancient tradition and there are several legends about its origin, but the most convincing explanation is that it is closely […]
Market Tidbits transcript #6: Nostalgia marketing in China
Allison Malmsten, media manager at daxue consulting, is talking with Grace Yu, project manager at daxue consulting, about nostalgia marketing in China. Our full findings are available for you to download! What is nostalgia marketing? Grace Yu: Nostalgia marketing is appealing to the emotions people felt between the ages of 12 and 22. During this […]
Daxue Talks transcripts #91: Be a successful fashion brand in China: brand image, partners and ROI
Fashion brand in China In episode 91 of our China business vlog, we share insights from Olivier Vérot of Gentleman Marketing Agency (GMA) on the ROIs from marketing campaigns, which Chinese platforms to sell on and he discusses key business partners for establishing fashion brands in China. Full transcript below: Welcome to Daxue Talks, a […]
DaxueTalks 91: Be a successful fashion brand in China: brand image, partners and the ROI
In this China business vlog, we interviewed Olivier Vérot from Gentleman Marketing Agency (GMA) to understand better the ROI of Chinese platforms and to discuss brand image and the key business partners for fashion brands in China. Jump to questions: 0:00 Introduction 0:34 Based on different platforms, what kind of ROIs are there for fashion […]
China Paradigm transcript #96: The reality of brand building in China’s golf industry
Find here the China paradigm episode 96. In this interview, with Guillaume Sergent, founder and CEO at Ailion Golf, you will discover the paradox of China’s golf industry and what it takes to develop a French golf brand in China. Full transcript below: Hello everyone. This is China Paradigm, where we, Daxue Consulting interview season […]
China Paradigm 106: The design agency behind the rebranding of iconic Chinese cosmetic brands
Rebranding of iconic Chinese cosmetic brands Matthieu David interviews Matthieu Rochette-Schneider, Greater China General Manager at centdegrés. Building a brand in China might look like a very different process than the way brands are built in the West. But there are many businesses in China that were very fortunate to have the veteran brand builders […]
Advantages of Brand Independence in China
What is Brand Independence? Brand independence refers to a brand not relying on any other third party channels such as online marketplaces to sell products. In this case, the traffic will be driven from independent sales channels such as the brand’s own website. Brands, in turn, can manage their own identity, assets, and digital assets […]
Podcast Transcript #62: A creative agency with a focus on food and beverage branding in China
Find here the China Paradigm 62. If you work in the F&B industry in China, then this episode will probably be useful to you as we will discuss all the main opportunities and challenges of food and beverage branding in China. Matthieu David: Hello everyone. I am Matthieu David, the founder of Daxue Consulting, a […]
Podcast transcript #55: Developing creative branding strategies in China
Find here the China paradigm episode 55. Learn more about Steven Proud’s story developing creative branding strategies in China and find all the details and additional links below. Full transcript below: Matthieu David: Hello, everyone. I’m Matthieu David, the founder of Daxue Consulting Strategy Market Research Company based in China and this podcast, China Paradigm. […]
The linguistics of naming a brand in Chinese
Foreign brand names in China Translating Western Brands in China With the unprecedented economic growth that has characterised China in the last decades, more and more foreign companies, especially luxury brands, see an opportunity to enter the Chinese market. The trending expansion towards the East has become a sort of new frontier for high-end manufacturers […]
China Paradigm 55: Developing creative branding strategies in China
Steven Proud, Global Marketing Director at Brandigo Global speaks with Matthieu David about the creative branding strategies in China companies can elaborate on. In this episode of China Paradigm, Steven talks about specific cases of building a brand strategy, the differences in marketing in B2B and B2C in China, and more. 1:03 The size of […]