Branding & Consumer: General China business interviews

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Chinese Brands in the USA Market: What's Invisible, Important and Instructive

Interview with Scott Markman

10/12/2011 - As President of marketing firm The Monogram Group, Scott Markman has plenty of experience creating brand identities for foreign brands in the American market - including the Chinese wind turbine maker Goldwind. Fresh from completing two reserach exercises - a survey of American consumer attitudes toward Chinese goods, and a detailed study of big box store purchaing executives - Markman talks about international brands in the USA, including Lenovo and Haier.
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"In the past the luxury and premium market was driven by men, but now it's really the female consumer in China that's fueling this new surge in spending."

Fashion - China's Wide Open

Interview with Michael Zakkour

9/28/2011 - In the West, Retail Rule Number One has long been: Women Shop. In China, the world's largest market for many things - including cars, luxury watches, deluxe accessories, and now apparel - men have been driving much of the discretionary consumption. That's changing now. Michael Zakkour started sourcing and selling apparel in China more than a decade ago. For the past year, as Prinicpal at Technomic Asia, he's been focusing on understanding How, What, When, Why, and How Much is sold in China's retail.
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Nation Branding at the World Expo

Center on Public Diplomacy Video Blog

11/2/2010 - The University of Southern California's Center on Public Diplomacy is doing a special study on nation branding at the 2010 Shanghai World Expo. Featured here is the latest in their video blog. Read More...

"The Chinese government and sports bureaus focus their budgets on elite sports programs where they think they’re going to win medals in the Olympics and world championships."

China Plays Offense in Sports Marketing

Interview with Mark Thomas

12/31/2009 - As we enter 2010 - just over a year after the Beijing Olympics and the start of the global economic crisis - some look positively toward the future. Mark Thomas of S2M Sports Marketing Group in Shanghai gives insight into how China plays the game of sports marketing.
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"Marketing in the US for Auntie Anne’s is very much “reminds me of my grandmother’s fresh baked cookies” type of concept and that type of concept obviously is not going be the same in China."

A Bavarian Classic With a New Twist: Auntie Anne's Pretzels in China

Interview with Wen-Szu Lin & Joseph Sze

12/15/2009 - When they met in business school, Wen-Szu Lin and Joseph Sze decided they wanted to start a business together. Now the two pioneers are bringing a favorite American snack, the Auntie Anne's pretzel, to the Chinese market. Read More...

"So because of these different feels and different cultures, kids are also having different environments to grow up in and make selections for what they want to do."

Chinese Youth Culture

Interview with Eli Kislevitz

10/2/2009 - Today's young people in China are experiencing a new revolution filled with western-influenced music, art, and action sports like skateboarding. Eli Kislevitz of SOURCE is working in China to help them develop their own styles in order to receive recognition, support and promotion from mainstream Chinese culture. Read More...

"People view China as a major market for producing. It's the very hottest, most electric market in the world."

Interview with Shaun Rein, Founder of The China Market Research Group

Interview with Shaun Rein

1/1/2009 - Shaun Rein is the Founder of the China Market Research Group, and he shares insights. Read More...

"Be prepared for the long march. If you're patient enough, you'll get there."

Advice From Debby Cheung, Managing Director, Ogilvy PR China

Interview with Debbie Cheung

1/1/2009 - Debby Cheung offers advice about China business. Read More...