What a powerful, practical learning lesson: “Three Dumb Things Foreign Companies Do In China.”
1. Failing to localize your advertising.
2. Trying to be trendy.
3. Not making things big.
Chinese like things big. They are proud to have the world’s largest airport, the biggest building under one roof, the tallest hotel (pictured) and even the world’s longest laundry chute (at the Park Hyatt in Shanghai). Chinese tend to equate bigger with better. They don’t feel respected and won’t buy if a brand has a tiny store that doesn’t stock the newest season’s products. They know from the Internet and from traveling abroad what exists in other markets, and they want brands to have as big a presence in China as elsewhere.
Hint on what works:
Companies that convey the message that their brands can be trusted — and also that they can meet the needs of local consumers.
Read all about it here.
Posted by: Laurel Delaney
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