China consumer: driven by social media, but not westernized - Tom Doctoroff

Tom Doctoroff

China is becoming modern, but does not westernize, warns advertising guru Tom Doctoroff in Digital Market Asia. More than elsewhere, the internet and social media are important driving forces for consumers and the society. 

Digital Market Asia:

“China is becoming modern, internationalised, but not westernised. Stability is very important to the Chinese, where family and responsibility take precedence. In the Chinese society, the person is not individualised, he or she does not stand alone, independent of his responsibility to family and society,” explained Tom Doctoroff, CEO, APAC, JWT, giving us an understanding of the consumer that makes the market in the country... 

This growing consumerism and brand consciousness is driven by the internet and social media. “Internet is changing China. It is more than a communication system in a scene where personal expression is limited. This makes self-expression easier,” added Doctoroff. That is why in the digital space in China you find so many bloggers and social media enthusiasts in the online space constantly sharing their brand experiences... 

So when focussing on China, brands not only need to drive traffic to their sites and social media platform, but also should start relevant conversations that get the consumers talking, and turn your fans to your brand enthusiasts, and then convert them into buyers. “Products and brands are means to an end for the people in China, the benefits need to be externalised which shows advancement in life while remaining true to the old world traditions,” explained Doctoroff. Once that engagement happens, selling becomes easier in China.

More in Digital Market Asia.

Tom Doctoroff is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Do get in touch of fill in our speakers' request form.

Many foreign firms do not get the China market. In the China Weekly Hangout on 30 January we discussed why foreign firms fail in China.  With  panelists Richard Brubaker of Collective Responsibility and Andrew Hupert, expert on conflict management in China. Moderation: Fons Tuinstra of the China Speakers Bureau. Including references to Apple, Mediamarkt, Foxconn and many others.

This week, on Thursday 14 March, the China Weekly Hangout will focus on the media in Hong Kong. In the 1990s they were a beacon of hope, and Hong Kong one of few global news capitals. With Paul Fox of the HKU we will discuss the state of Hong Kong media. You can read our announcement here, or directly register at our event page. 

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