Weblog with daily updates of the news on a frugal, fair and beautiful China, from the perspective of internet entrepreneur, new media advisor and president of the China Speakers Bureau Fons Tuinstra
Showing posts with label Ashley Dudarenok. Show all posts
Showing posts with label Ashley Dudarenok. Show all posts
China’s annual Single’s Day has been in 2022 relatively lackluster, and Alibaba and JD.com even did not release figures this year. Marketing guru Ashley Dudarenok presents for brands new ways to measure their performance. Four metrics she explains at her vlog for brands to prepare for the next shopping events in this fast-changing consumer market.
China’s sportswear giant Li-Ning got into hot water when netizens got upset about a possible new fashion line, looking very similar to Japanese military style. Marketing guru Ashley Dudarenok gives in Campaign Asia some advice on how to deal with such a PR crisis. Li-Ning has not yet responded
Campaign Asia:
When Campaign reached out to China marketing expert, founder of Alarice and ChoZan, Ashley Dudarenok, on how the brand should manage this PR crisis, she believed that “silence is not a particularly wise choice at this time, but rather a response should be made as soon as possible”.
She added: “In particular, if Li-Ning as a local national brand continues to delay a response, the negative sentiment among Chinese consumers may fester even more dramatically. Li-Ning’s failure to respond to the market will continue to raise questions as to whether the brand’s design crisis is deliberate”.
Dudarenok offered more advice for Li-Ning on how to resolve the issue. Firstly, she said the brand should monitor public opinion by identifying the exact problems and to what extent they have developed. Then, the brand should react quickly and show a serious attitude about this issue. This is to “calm the immediate negative sentiment in time to avoid further development and festering”. Finally, Li-Ning should take practical action to control public opinion and avoid further furore. “
[The brand should] provide a sincere explanation of the problems in the design of the garment and apologise for the negative impact,” said Dudarenok. “To avoid another PR crisis, it is important to respond rather than just trying to cover up the incident.”
The double 11 (11/11) festival has changed from a singles event to a significant marketing happening for everybody, but especially Gen Z. Marketing guru Ashley Dudarenok explains how companies can prepare for a successful double 11, at her vlog.
Among the often dark outlook for China’s economy, marketing expert Ashley Dudarenok comes with some bright sparks: five emerging consumer groups. She looks at her vlog at Gen Alpha, the metaverse consumers, pet lovers, young and health-conscious consumers, and outdoor enthusiasts.
China has become a leading force in consumer trends with e-commerce and fintech, first followed by other Asian nations and now the rest of the global market, says marketing expert Ashley Dudarenokat Martechseries. Global brands are taken notice, she writes.
Ashley Dudarenok:
Global brands are starting to look at trends arising from the Asian consumer market, and for good reason. It is expected that consumers in Asia are to account for half of global consumption growth within the next decade. Besides the fact that Asian consumer markets are growing at an exponential rate, the markets are also diversifying and segmenting.
Asia is also leading in terms of e-commerce and fintech. This is especially true as China has contributed to more than half of the world’s e-commerce retail sales. The country’s sales value surpassed the combined total of Europe and the United States. In fact, the largest digital buyer population in the world belongs to China, amounting to more than 780 million people.
Consumers from other countries in APAC are starting to increase in digital consumers as well. According to a report from Bain & Company, Southeast Asia’s digital consumer population is predicted to reach around 380 million by 2026.
So now that we know that Asia is the continent to look out for, what can we learn from the emerging consumer trends there? What else can we learn from Asia’s e-commerce sector?
Marketing expert Ashley Dudarenok dives into China’s virtual influencers in 2022 and discusses how brands can work with those successful marketing tools and avoid trouble like with the human influencers, on her vlog.
China’s consumers have developed new behavior during the lengthy quarantine, writes marketing expert Ashley Dudarenok and dives into newly emerged economies like the smart home market, and the fitness market for Dao Insights.
Ashley Dudarenok:
The smart home market
People at home started looking into purchasing smart home and entertainment devices during the pandemic, driving the “Stay-at-Home” Economy forward. Such devices include electronic locks, home security devices and virtual reality equipment.
Smart home technology has evolved in recent years due to the rapid development of new technologies such as the Internet of Things (IoT), artificial intelligence, and 5G. China’s market has demonstrated to have the biggest potential as the world’s demand rises.
In recent years, IoT devices are becoming more powerful and smarter, and their form factors are shrinking. Enhancements in communication protocols are delivering greater range and greater energy efficiency, and consumers are adding more connected devices to their homes. All of this means the possibility of realising more complex functional combinations, where multiple devices can work together seamlessly and intelligently.
According to the China Business Industry Research Institute, the scale of China’s smart home market has increased from 260.85 billion RMB ($38.66 billion) to 514.47 billion RMB ($76.24 billion) from 2016 to 2020 with an average annual compound growth rate of 18.51%.
The home fitness market
With nationwide lockdowns came the closure of fitness centres and sports interest classes. The Chinese were forced to come up with ways to stay fit during the pandemic and this led to a rise in the purchases of exercise equipment. People were also worried about living an inactive lifestyle at home and decided to start actively taking care of their health.
More young people were opting for at-home workouts as the pandemic spread because the internet has made regimens, fitness gurus, and sports stars more accessible than ever. Millions have made it a daily ritual to tune into Liu Genghong’s livestreams. The 49-year-old musician, who was born in Taiwan, recently rose to fame online because of his entertaining fitness livestreams on Douyin. Olympic sprinter Su Bingtian, who has 4.7 million followers on Douyin, regularly shares brief videos of at-home workouts like squats and high knee exercises.
Over half of the 234 participants in a small-scale survey by CGTN exercise at home on a regular basis, and over one-third of participants exercise every day or at least three times each week. The pandemic, time savings, and cost savings were listed by respondents as the three main benefits of working out at home.
Marketing guru Ashley Dudarenok explains how content producers can create and monetize their intellectual property (IP). The country is leaving behind its image of a robber of IP and has developed a booming industry of cultural products, allowing to make real money, she explains at her vlog.
Both consumers and e-commerce firms in China are preparing for the famous 618 shopping festival. Marketing guru Ashley Dudarenok explains in her vlog why consumers love the largest of many online shopping festivals and why e-commerce firms need a boost in a market that is not growing as fast as in the past.
Marketing expert Ashley Dudarenok discusses how innovation changes the post-corona travel plans of China’s consumers. Tourism should be preparing for some changes, she argues. And when will the Chinese be ready to travel?
Marketing expert Ashley Dudarenok looks at new lifestyle trends among China’s young consumers. With the Olympics around the corner, skiing is one of them, she writes in Jing Daily. “Many luxury brands hope to use the popularity of the Winter Olympics to promote their ski collections.”
Ashley Dudarenok:
With the Winter Olympics just around the corner, cold-weather activities like skiing have become incredibly trendy — both online and offline. In 2021, the search volume for “ski tutorial” on Xiaohongshu increased by 100 percent, year-on-year, having grown significantly for two consecutive years. Aside from the Winter Olympics factor, rising national income and escalating trends in fashion consumption have resulted in ice and snow sports growing from an elite niche pastime to a broad middle-class activity. That should make skiing increasingly popular in the future.
The ski industry is now known as the “Platinum Bonanza” (白金富矿) in China due to its high economic value. But this extreme economic development has helped drive many other industries, including the luxury industry. Because the high cost of ski equipment requires high spending power, luxury goods have a natural audience in ski-related products. Luxury brands have only recently noticed this trend and are now launching ski-related products, which has made this professional sport even more popular.
Many luxury brands hope to use the popularity of the Winter Olympics to promote their ski collections. In September 2021, Prada opened a new Prada on Ice pop-up store in Beijing SKP to sell their exclusive Winter Olympics series. Meanwhile, FENDI launched ski items with spokesperson Jackson Wang while jointly opening a limited-time coffee shop called FENDI in the Changbai Mountain International Tourism Resort.
China’s luxury market is changing fast as young consumers born between 1990 and 2000 now dominate with 50% of the sales, and that percentage is bound to rise fast. Consumer marketeer Ashley Dudarenok gives four major tips to keep hold of this market in the Jing Daily.
Ashley Dudarenok:
Chinese consumer desire for luxury goods is expected to continue to grow in 2022 at an estimated rate of 13 percent, making them the highest spending global consumers. By 2025, Generation Y and Z will account for more than two-thirds of the market. Gen Z, China’s youngest spending generation, are digital natives that have grown up with material abundance. And they are willing to pay a premium for fresh and niche experiences.
As such, luxury brands will continue to leverage digital opportunities over the coming years to provide consumers with unparalleled shopping experiences, using innovative technology like NFTs and AR-powered digitalization. Yet, offline purchasing remains the most important sales channel, making up over 50 percent of all consumption.
Online channels provide consumers with multidimensional avenues for communicating and resonating with luxury brands. Meanwhile, offline channels give consumers physical product and service experiences that online services cannot replace. But integrated online and offline channels create an unmatched level of user stickiness, helping brands build loyalty among future consumers.
Marketing expert Ashley Dudarenok looks at the wave of regulatory changes hitting industries and especially tech firms at her vlog. “China tries to set up a more sustainable digital ecosystem,” she explains
Marketing expert Ashley Dudarenok tells at the state-owned CGTN how the Double 11 festival in 2021 became a teenager and started to become the way to introduce new products to China’s consumers and turned international.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your (online) meeting or conference? Do get in touch or fill in our speakers’ request form.
Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.
Long working hours have changed many consumption habits for young workers in tech companies, explains consumption expert Ashley Dudarenok at her vlog. But now the 996 working culture has been banned by the government, will the world for those young tech workers become more healthy?
