China is a complicated market, where consumers know what they want and what they do not want, tells marketing expert Ashley Dudarenok. She says that finding the right channel is the start of a complicated process.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Get in touch or fill out our speakers’ request form.
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The Chinese opinions on Elon Musk might still go to extremes in both directions, but his mother Maye Musk did win many Chinese hearts and souls. Marketing expert Ashley Dudarenok explains why Maye Musk did so well in NBC News.
NBC News:
Much of her popularity stems from her 2019 memoir, “A Woman Makes a Plan,” which was translated into Chinese the following year, said Ashley Dudarenok, the founder of ChoZan, a China-focused digital consultancy based in Hong Kong.
The book traces Musk’s “unconventional career path,” Dudarenok said, as well as her struggle to provide for her three children as a single mother after divorcing their father, Errol Musk, at age 31.
“She basically did it her way,” Dudarenok said. “That was one message that resonated very strongly.”
The other appeal, she said, “was that people wanted to figure out, how do you actually give birth [to] and raise billionaires?”
The book has found an audience among working women in China, who are increasingly resistant to social pressure to get married and have children, even as the Chinese government clamps down on the feminist movement and says it is up to them to boost the national birth rate.
“A must-read for all girls! Thank you for showing us the resilience and strength of women,” one Xiaohongshu user wrote.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Get in touch or fill out our speakers’ request form.
Are you looking for more marketing experts at the China Speakers Bureau? Do check out this list.
Marketing expert Ashley Dudarenok explains on her TikTok channel that drones have become a common feature in China and will change the country even more in the next two to three years.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Would you like her at your meeting or conference? Contact us or fill out our speakers’ request form.
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Increasingly global brands not only look at China as a potential market but also as a guide on how they can use the country’s digital transformation for their global ambitions, writes marketing expert Ashley Dudarenok on her website Chozan. “By this year, China’s digital transformation sector is expected to reach $221.95 billion. It is forecasted by Mordor Intelligence to expand to $410.67 billion by 2029, with an annual growth rate of 13.1% over these years,” she writes.
Ashley Dudarenok:
Companies everywhere are looking to China for digital transformation lessons. It is now common knowledge that companies need digital transformation in order to cut costs and run efficiently in the modern age. It involves streamlining processes and the adoption of new technologies. But why China specifically?
By this year, China’s digital transformation sector is expected to reach $221.95 billion. It is forecasted by Mordor Intelligence to expand to $410.67 billion by 2029, with an annual growth rate of 13.1% over these years.
China’s digital transformation involves adopting advanced technologies like AI, 5G, IoT, and big data to modernize its economy and society. This includes integrating these technologies into traditional industries to create efficient and innovative business models.
The transformation focuses on building digital infrastructure, enhancing services, and fostering tech-driven innovation across sectors like finance, healthcare, and urban management, aiming to drive economic growth and establish China as a global tech leader.
Over 50% of thriving global companies incorporate outsourcing into their delivery strategies, according to Deloitte. 72% prioritize digital transformation, and 55% utilize unified enterprise platforms like ERP3 or SAP/4HANA.
Data migration and generative AI are becoming major growth areas. Remarkably, 80% of global business leaders believe generative AI will boost their business efficiency.
Last year, China announced its comprehensive plan for digital development, aiming to make significant strides towards building a “Digital China” by 2025 and to lead globally in digital innovation by 2035.
In 2023, China’s total data output hit 32.85 zettabytes, marking a 22.44% year-on-year increase. Additionally, core digital economy industries contributed 10% to the GDP, as highlighted in the latest Digital China development report from the NDA released last Friday.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.
Are you looking for more experts on China’s digital transformation? Do check out this list.
With 3.8 million 5G stations China is leading the world in 5G, explains marketing expert Ashley Dudarenok on TikTok. Alibaba already uses technology to replace workers, she adds.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Would you like her at your meeting or conference? Contact us or fill out our speakers’ request form.
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Now the USA has elected Donald Trump as its next president, traders in China are bracing for another backlash, reports trade expert Ashley Dudarenok on its LinkedIn page. “Trump’s proposed 60% tariffs on Chinese imports + 10-20% on other global goods would set US tariff levels at their highest since the 1940s,” she writes.
Ashley Dudarenok:
It’s official. Trump wins the US election.
🙈 Before the win was official, “Trump announces win (特朗普宣布胜选)” and related hashtags had already racked up 420 million views on Douyin. Many likened the election to a gender reveal party, with one comment saying, “Congratulations USA, it’s a boy!”
Meanwhile, many are focused on real impacts, asking, “Will gold prices drop?” 👇 More below.
With Trump back in office, China’s economic policymakers are bracing for a new wave of trade policy challenges.
📊 According to China Economist, a Trump victory could require China to increase fiscal stimulus by 10-20%. This is more than what might be needed under a Harris administration.
📊 Trump’s proposed 60% tariffs on Chinese imports + 10-20% on other global goods would set US tariff levels at their highest since the 1940s.
📊 Out of 27 Chinese exporters with at least 15% of sales in the US that Reuters spoke with, 12 plan to speed up relocation if Trump returns to the White House.
📊 Four other companies, still based entirely in China, would open factories overseas if Trump raised tariffs. The remaining 11 had no specific plans but were concerned about losing US market access.
✔️ China’s approach will be crucial for its export sector and global supply chains as it navigates this new chapter in US-China trade relations.
✔️ The China’s National People’s Congress Standing Committee is meeting in early November to finalize a stimulus plan size, likely making a decision by Friday, November 8.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Would you like her to be at your meeting or conference? Contact us or fill out our speakers’ request form.
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China’s Double 11 consumer festival has kicked off for its longest edition ever with five weeks. Consumption expert Ashley Dudarenok looks at this year’s trends for Campaign Asia. Dudarenok, author and China digital expert predicts that countries such as Singapore, Malaysia, Thailand, Japan, and South Korea—now part of the “free shipping zone”—will see a sharp rise in new users.
Campaign Asia:
Ashley Dudarenok, China digital transformation expert and founder of ChoZan, agrees, noting that “emotional consumption” is on the rise, particularly among younger Chinese consumers. “Toys and plushies are popular for comfort and stress relief,” she says, pointing to Jellycat’s dominance in the plush toy category, even surpassing Disney last year.
Taobao and Tmall’s official data have identified several booming consumption trends, including designer toys for young adults, pet products, and niche home appliances and furniture. As of October 24, 284 brands surpassed $14 million in sales. In particular, the beauty, fashion, sports & outdoor, and digital product categories have seen significant growth this year. Zhang refers to this phenomenon as the “lipstick effect,” an economic theory suggesting that “people are more likely to buy small, affordable luxuries when facing economic uncertainty. Hence the rise of small luxury purchases such as lipsticks, fragrances, concerts, wellness products and pet products”. Dudarenok, with years of observation from China marketing, sums up that consumers are buying more furniture and appliances. A total of 224 brands surpassed their entire first four-hour performance from last year. “The IP economy is still thriving”, and Tmall now features over 1000 IP-based products to meet rising fan interest. She also highlights “Apple’s increasing efforts to attract budget-conscious buyers in China by making premium devices more affordable during the annual shopping festival. Apple quickly achieved one billion yuan in sales within just five minutes on Taobao and Tmall”…
Dudarenok, author and China digital expert predicts that countries such as Singapore, Malaysia, Thailand, Japan, and South Korea—now part of the “free shipping zone”—will see a sharp rise in new users as well. Early data from Singapore and Hong Kong already show a doubling of new consumers compared to last year.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.
Are you looking for more consumption experts at the China Speakers Bureau? Do check out this list.
Customer centricity is key in a competitive markets, more than customer friendliness, says marketing expert Ashley Dudarenok on her weblog. “China’s approach to customer centricity has been transformative, driven by a combination of technological integration and a deep understanding of consumer behavior,” she writes.
Ashley Dudarenok:
At the core of customer centricity is the focus on meeting customer needs. By truly understanding and fulfilling customer expectations, businesses can enhance customer satisfaction. Improved customer satisfaction brings numerous benefits, including increased customer loyalty and retention.
Satisfied customers are more likely to become brand advocates and provide positive word-of-mouth referrals, contributing to the growth of the business. Moreover, businesses that prioritize customer satisfaction create a distinct competitive advantage by differentiating themselves from rivals.
Hgh levels of customer satisfaction lead to a higher likelihood of customer forgiveness in the event of occasional service issues or mistakes. When customers feel valued and their needs are consistently met, they are more understanding and forgiving of any shortcomings.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Would you like her to be at your meeting or conference? Contact us or fill out our speakers’ request form.
Are you looking for more marketing experts at the China Speakers Bureau? Do check out this list.
Innovation expert Ashley Dudarenok explains how China leads the global competition for AI patents, six times over the US, she tells at TikTok.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.
Are you looking for more innovation experts at the China Speakers Bureau? Do check out this list.
China’s consumers spend less on luxury products, especially foreign brands, says marketing expert Ashley Dudarenok at the state-owned China Daily. Only domestic luxury brands are partly escaping that downward trend, she says.
China Daily:
Western luxury brands are particularly affected by these shifts. A recent survey of 2,000 Chinese consumers by Investment firm TD Cowen found that only 17% plan to increase their luxury spending, while 64% plan to spend more on travel. Many consumers are gravitating toward domestic brands or opting for more sustainable, personalized, and culturally relevant products.
“Chinese consumers are buying fewer luxury goods as economic challenges take a toll on spending,” Ashley Dudarenok, founder of the China digital marketing agency Alarice, tells Jing Daily. “There’s also been a noticeable shift in mindset, where flaunting luxury brands is now seen as shallow and disconnected from reality.”
Instead of focusing on brand logos, consumers are increasingly valuing outstanding product quality and unique style.
“While some ultra-high-end brands still benefit from their heritage and cultural significance, the overall trend is moving away from overt displays of brand loyalty,” Dudarenok says….
Rising youth unemployment and low consumer confidence are shaping the luxury market. Youth unemployment reached 18.8% in August and the Consumer Confidence Index dropped to 86 in July.
“As consumers grow more cautious about spending due to uncertainty around job security and income, luxury brands may struggle to maintain previous growth levels. Fewer first-time luxury buyers are entering the market, posing a long-term challenge to the sector’s growth prospects,” Dudarenok says.
While foreign brands face challenges in the market, Chinese luxury brands are gaining momentum.
“Domestic brands like Duanmu and Shang Xia are gaining traction by leveraging their understanding of Chinese culture and consumer preferences,” Dudarenok says. “Unlike foreign brands that often dominate the market, these local brands focus on products deeply rooted in Chinese traditions, such as those incorporating Traditional Chinese Medicine in cosmetics. This cultural alignment resonates with consumers, particularly as national pride grows among Chinese shoppers.”
Ashley Dudarenok is a speaker at the China Speakers Bureau. Would you like her to be at your meeting or conference? Contact us or fill out our speakers’ request form.
Are you looking for more experts on consumption? Do check out this list.
China’s eateries have been slashing their prices up to half to woo consumers, but marketing expert Ashley Dudarenok warns that this trend might hurt the businesses, as their costs do not go down, she tells Channel News Asia. Business models and their effects do vary a lot, depending on the age group the industry is focusing on, she adds.
Channel News Asia:
The current trend of affordability is not a passing phase, and is a response to significant shifts in the market, said Ms Ashley Dudarenok, founder of China-focused digital consultancy ChoZan.
At the same time, she noted that consumer preferences in the Chinese F&B market vary significantly depending on the individual and the age group…
In the first quarter of 2024, around 460,000 restaurants were deregistered or had their licences revoked, with around a 230 per cent year-on-year increase in restaurant closures. In March alone, 180,000 establishments shut their doors.
China’s high-end catering sector has been hit the hardest since 2023, noted Ms Dudarenok. She cited the decrease in business banquets, declining foot traffic in shopping malls and reduced discretionary spending as reasons.
Long-term leases are compounding pressures, she added.
“It is difficult to achieve cost reductions from the decrease in commercial real estate rent in the short term. With these pressures, in 2024, news of well-known restaurants closing down became frequent.”
High-end dining casualties this year include several known Western restaurants such as Refer in Beijing and TIAGO. The former closed its doors for good on New Year’s Day, while the latter closed suddenly in April, leaving customers unable to redeem their prepaid balances and some employees with unpaid wages.
Located in Beijing, Michelin-starred Italian restaurant Opera Bombana abruptly shut down in April as well. It was later revealed that the restaurant had defaulted on rent.
Still, China’s F&B industry remained resilient overall, official data suggests. National revenue reached 460.9 billion yuan in June, a 5.4 per cent year-on-year increase. From January to June, the sector generated a total of 2.62 trillion yuan, a 7.9 per cent year-on-year rise.
New endeavours have also been sprouting up. Among the nearly 15.73 million catering enterprises nationwide, more than 4.1 million were newly registered in 2023, with private firms accounting for over 80 per cent, industry data shows.
“New entrants face higher barriers, needing to excel in product, pricing, supply chain and management to succeed. This has led to an accelerated ‘survival of the fittest’ landscape, where strong companies strengthen their positions while weaker ones struggle,” said Ms Dudarenok.
For instance, Shanghai-based fast food retailer Yum China – which operates brands like KFC and Pizza Hut in China – posted record-high Q2 revenue at US$2.68 billion, up by 1 per cent year-on-year, despite “challenging industry dynamics”…
Existing F&B players are finding ways to adapt, noted Ms Dudarenok – such as opening up to franchising, or expanding abroad in the hopes of breaking into new markets.
While there are clear benefits, these come with significant challenges as well, Ms Dudarenok pointed out.
“(Franchising) allows for faster expansion with less financial pressure compared to direct operation. However, it demands higher standards in supply chain management and franchisee oversight,” she said.
Meanwhile, expanding overseas requires adapting to different culinary cultures and preferences, and involves extensive market research and localised product adjustments.
Mr Zipser from McKinsey said exploring new revenue streams and incorporating local flavours in their offerings are among the innovations which can help chains stay competitive, coupled with a strong social media presence.
Ms Dudarenok highlighted the growing domestic consumer appetite for creative dining experiences. She cited examples in cities such as Luoyang, which introduced immersive dining events in the summer such as a beer festival and the “Luohun Whole Fish Feast” cooking competition…
Existing F&B players are finding ways to adapt, noted Ms Dudarenok – such as opening up to franchising, or expanding abroad in the hopes of breaking into new markets.
While there are clear benefits, these come with significant challenges as well, Ms Dudarenok pointed out.
“(Franchising) allows for faster expansion with less financial pressure compared to direct operation. However, it demands higher standards in supply chain management and franchisee oversight,” she said.
Meanwhile, expanding overseas requires adapting to different culinary cultures and preferences, and involves extensive market research and localised product adjustments.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.
Are you looking for more consumer experts at the China Speakers Bureau? Do check out this list.
