Recent Q2 sales reports suggest that Apple has fallen to the fifth position in China’s mobile phone market. Rising to the top four places are local brands; Huawei, Oppo, Xiaomi and Vivo.
Part of this recent success for local players has been their innovative and locally relevant approach to social media. In this competitor report, we look at how local phone brands have used digital to leapfrog Apple, the world’s most valuable brand, in the largest mobile phone market globally.
What you’ll learn:
How to use digital to support new product launches
How to create consumer experience through packaging innovation
How to create a brand community online How to incentivize consumers to promote your brand
How to integrate celebrity content in the context of digital
How to leverage cultural topics to create product engagement
How to communicate product attributes in the context of digital
Arguably one of the most competitive categories globally, cosmetics in China is a fierce battle for the globe’s ‘spendiest’ consumers – Chinese female shoppers. To maintain relevance with locals, brands must ensure they are at the ‘top of their digital game’.
In this best practice report, we provide examples of three brands that have used digital to successfully launch new cosmetic products in China. Through three unique approach, each international brand created awareness, built engagement and created a context for consumers to trial/adopt new products.
What you’ll learn:
How to leverage cultural traditions in a digital context
How to create a live event on the interactive platform Meipai
How to design celebrity-based HTML5 platforms
How to create O2O journey through product collaterals
How to integrate story telling in the context of digital
How to leverage trending topics to create product engagement
How to digitally engage Chinese consumers during events