Business Opportunities Of Foreign Brands: Chinese Consumers Pursue Individualization

In the face of all kinds of rich emotional festivals, "Me (Chinese)" is especially sensitive to special dates.

Yvonne Lum said, "in addition to the traditional February 14th Valentine's day and the March 14th White Valentine's Day (women's gift giving to their boyfriends), the brand can take the initiative to create business opportunities.

For example, in recent April 17th, the Chinese homophonic sounds like "dead together", which has become an opportunity to spend money in a crazy way.

Another special holiday created by consumption is the singles day in November 11th. It brought in up to 2 billion 700 million euros in consumption last year, equivalent to three times the consumption of black Friday in the United States.

Yvonne Lum also said that tourism is another way to satisfy this strong feeling. It is a "Chinese life" that is rich and colorful in life.

According to the Nielsen Co survey, Australia is the preferred destination for tourists in China, ranking before France and the United States.

Yvonne Lum stressed, "the fall of the euro will help European brands because

It will be stimulated to come sightseeing and shopping.

She pointed out that Chinese tourists recorded a two digit increase in overseas purchases.

Hongkong and Macao are no longer the preferred destinations for Chinese tourists.

The route to visit luxury brand stores in the country will be carefully prepared before departure.

Yvonne Lum said, "therefore, we need to develop online online strategies to establish direct links with Chinese consumers".

However, she said that advertising campaigns on Chinese websites are not enough to attract tourists to European stores.

She thought, "in

Opening several exclusive stores is also essential for brand awareness in the local market.

In particular, Chinese brands have begun to gain a foothold in the local market.

Yvonne Lum said, "Sea-Gul watches, Shanghai, and the exception of these ten Chinese luxury brands have won a great victory in China".

She also pointed out a completely new phenomenon. The clothes worn by Chinese first lady during the official visit to Russia last time were the exception of Chinese domestic brands.

However, Yvonne Lum believes that in the face of the increasingly competitive market, European brands still have a big trump card, which is "tradition and history".

In China, where survival is still a top priority, brand references to past glory and value can also stimulate consumers' desire to buy.

Chinese consumers used to seek social recognition, but now they seek individuality and pleasure.

Yvonne Lum, vice president of performance management at Nelson Hongkong branch, said, "personalization is the most important element, and everything revolves around itself".