China Herald: Burberry

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Wednesday, February 09, 2022

H&M tries to regain confidence of China consumers – Arnold Ma

H&M tries to retain market share in China after a consumer boycott of a range of Western fashion brands – including also Nike and Burberry – on its Xinjiang stance by launching two new brands. The results with the consumers in China have been mixed, says marketing expert Arnold Ma in Jing Daily.

The Jing Daily:

“There are reports saying some consumers still turned their back to the two brands having found their link to H&M, which shows the brand still hasn’t been fully forgiven by Chinese consumers,” said Arnold Ma, founder of China-focused digital marketing agency Qumin.
“On the other hand, the latter two have challenged the image of H&M as a ‘roughly-made’ fast fashion brand by providing better quality products at a higher price,” he continued. “So, the premiumization, to some extent, helps the two win over some Chinese consumers who pay more attention to quality and design.”…
While H&M, Nike, and Burberry have all pushed ahead in China, they have done so to varying degrees of success. Burberry, which has bounced back faster than the others, has partially benefited from being a luxury brand. As Yam, who has more than a decade of Chinese digital marketing experience, said, “It’s harder to replace — you don’t have another Burberry. For Nike, [consumers] can find the China version, Li-Ning, which is popular in China now. And for H&M, there’s so much fast fashion.”
None of this is surprising, as China accounts for less than 5 percent of H&M’s global revenue, while Burberry’s China revenue accounts for almost half of their global total, Ma noted. Indeed, China is just one — albeit very important — market for these global companies. Recovery, therefore, not only entails reevaluating China tactics but also ensuring a strong global network for when a crisis eventually hits.

The Jing Daily.

Arnold Ma is a speaker at the China Speakers Bureau. Do you need him at your (online) meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more experts on China’s consumers at the China Speakers Bureau? Do check out this list.

Monday, August 03, 2020

Burberry's digital strategy well ahead of other luxury brands - Shaun Rein

Shaun Rein

Having a strong digital strategy has put Burberry ahead of luxury competitors even before the coronavirus crisis hit the purchasing behavior of China's consumers, says Shanghai-based business analyst Shaun Rein to the BBC.

The BBC:

Retail analysts praised Burberry for the hybrid store which combines online shopping with traditional bricks-and-mortar retailing.
"Burberry has been savvy and ahead of the curve in understanding the importance of social media and e-commerce in targeting Chinese consumers," said Shaun Rein, founder of the China Market Research Group. "Too many luxury brands focus on bricks and mortar and the in-store experience only while Chinese want to shop online."
Luxury brands have been selling strongly in China as residents can't travel overseas on expensive foreign shopping sprees due to coronavirus travel restrictions.

More at the BBC.

Shaun Rein is a speaker at the China Speakers Bureau. Do you need him at your (online) meeting or conference? Do get in touch or fill in our speakers' request form.

Are you looking for more e-commerce experts at the China Speakers Bureau? Do check out this list

At the China Speakers Bureau, we start to organize online seminars. Are you interested in our plans? Do get in touch.

Wednesday, January 29, 2014

Logo fatigue in China - Shaun Rein

Shaun Rein

Famous brands are losing their star status in China, as preferences of consumers shift, tells retail analyst Shaun Rein at Adage, in its 2014 of changing consumer trends in China.

Adage:

"Logo fatigue" has set in among China's consumers. Two brands known for insignias on their products, Louis Vuitton and Gucci, are "moving away from logos and trying to be more discreet in their designs," said Shaun Rein, founder of Shanghai-based China Market Research Group.

"The problem is both of those brands still have a lot of people toting bags with those logos on them," he said. "The peasant who bought an LV bag three years ago is still going to be toting it for the next eight years."

Mr. Rein cites Burberry, Coach, Miu Miu and Tiffany as strong performers in China. Brands have had success targeting "younger women, who are the most optimistic consumers right now," he said.

More in Adage.

Shaun Rein is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Do get in touch or fill in our speakers´request form.

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Wednesday, October 16, 2013

How can Burberry survive in China? - Shaun Rein

+Shaun Rein

Fashion brand Burberry gets a new CEO, as Burberry's chief executive, Angela Ahrendts move to Apple in 2014. But retail analyst Shaun Rein is not sure current Chief Creative Officer Christopher Bailey would be the best choice to move business in China, he tells in HITC Business.

HITC:

Shaun Rein, managing director of the China Market Research Group, said he was not convinced Bailey, a creative, could take on the task of ensuring Burberry grew in China.

"The next nine months is going to critical for Burberry's long-term strength in China, its key long-term market, and I'm kind of concerned that they will have a CEO whose mind might not be on the long-term growth of China," he said...

The Chinese government began a crackdown on luxury purchases and ostentatious extravagance last year by banning banquets and television and radio advertisement for expensive goods, which has started to hit the luxury sector.

There was also concern on where Burberry was positioning itself in the luxury market. "They (Burberry) need to create a better brand potion: are they more luxurious than Louis Vuitton or do they compete more with Coach?," said China Market Research Group's Rein.

"They're in that odd position in the middle, so they need some strategic help. "

"I would go down-market, because consumers are either trading above Louis Vuitton - going for Bottega Veneta, Hermes and Chanel - or they're going much cheaper. So anything that is at the same position as Louis Vuitton doesn't do very well."

More in HITC.

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

China Weekly Hangout

Devastating pictures of tourist areas in the Golden week of October showed again that taking a holiday together with 428 million others is not always a good idea, even though a growing number might go abroad. The now adjusted system of Golden Week was introduced to encourage consumer spending – still high on the political agenda. But would a paid leave, where you can decide yourself your holidays, be a good alternative? Some love the ideal, others loath it. And what is worse, many Chinese would most likely not take their holidays, but try to cash in at the end of the year. That would cause consumer spending to drop. What would you do? How did you spend your holidays in October, and what would be a good alternative? Join the +China Weekly Hangout on Thursday 17 October, 10pm Beijing Time, 4pm CEST(Europe) and 10am EST (US/Canada). You can leave your remarks here, but during the event you can also ask questions and remarks using the Question tool at the event page here. At the event page you can also register for participation at the hangout. (You can read our initial announcement here.)

New visas
Ambiguity is the word Beijing-based lawyer +Gary Chodorow uses most when talking about the new visas in China, officially in place since September 1 on the +China Weekly Hangout early september. What to do with spouses, interns, people with F-visas and other visitors who are not allowed to work. Moderation by +Fons Tuinstra of the China Speakers Bureau.