This week we’re look at youth marketing in China. Click the photo to access Ebooks, Videos & Interviews on Youth Culture in China:
Click here to access more Ebooks, Downloads and Videos on China
Partnership Marketing – building brand equity from the grass roots upwards is a concept touted by the more progressive marketers in developed markets but does it work in China? We hear a lot of talk about the role of traditional media in new markets as key to reaching youth in the absence of a mature creative industry and consumers who have yet to become tired with the war for attention.
John Solomon Enovate Labs China on Partnership Marketing
John Solomon from enoVate would beg to differ. His experience of working at the grass roots level of youth culture in China shared with us in this radio interview tells us that Chinese consumers are overloaded with marketing messages and you’re either going in at the tier 1 celebrity level and paying accordingly or focusing on building meaningful dialogue from ground zero upwards.
Find out how global brands such as Kappa and New Balance have leveraged this new consumer frontier in the absence of history and expectation to recreate their brands among a passionate beachhead of fans.
If you like the radio show, why not subscribe to the radio updates to your Ipod or Iphone through Itunes?
How to Listen
(A) the MP3 player at the foot of this post, or
(B) Listen through Itunes
Podcast: Play in new window | Download
If you enjoyed this post, make sure you subscribe to my RSS feed!
How can brands like Kappa and New Balance engage Chinese youth? @JohnWrede on Upstart Radio http://tr.im/zu02
Kappa with a 2009 marketshare of 22% in China? That would be a really stunning result! The newest data I’ve read indicated 4% in 2007, comparatively 14% ms of Nike and 12% ms of Adidas .
Is there a reference i can refere to if i use this data?