Last month our Global Business Director Kan Ng and Howard Chen VCCP Strategy Director took part in the Shanghai International Advertising Festival, where they discussed how, in a rapidly evolving global economy and with domestic prospects getting saturated, the race to expand business overseas has become a strategic goal for an increasing number of Chinese enterprises.
During the event, Howard highlighted how emerging Chinese brands entering new markets don’t carry the burden of legacy brands, allowing for innovation and adaptability, allowing the freedom for innovation in these emerging brands. Chinese brands are setting their sights on international markets, and the journey is both challenging and rewarding.
Kan echoed this sentiment by stressing the importance of clear goals for brands venturing abroad. “We all want to be the leaders in the world, but the challenges are key things we need to think about before doing anything else. Define your ambition and your unique value.”
She cautioned against trying to achieve everything at once, emphasising the significance of a focused approach. “Ambition is the cornerstone of a successful market entry. Don’t try to achieve everything at once,” she advised. Without a clear focus, attempting to achieve everything simultaneously – sales, awareness, education, all within a small budget – can lead to a diluted message and compromised results.
However, cultural nuances and multifaceted challenges in outbound marketing demand strategic planning and clear ambition. Naming the example of SHEIN, she explained: “It’s a fast, speedy fashion brand now very famous in the West. Because it is very clear what their sales tactics are, who their target audience is and what kind of strategy they want to use.”
Read more in WARC for the full rundown on the event: https://lnkd.in/eAnpRVsV
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Marketing Manager, Japan l Rokt
1moThank you so much NRF 2024: Retail's Big Show Asia Pacific and Comexposium team for making this happen!