Apparently, these days, everything is taken as a direct offense and treated with a mutual backlash. Once a concern over forced labor of Uyghurs in the region of Xinjiang was publicly expressed by the retailer, it launched a whole national boycott, most likely enforced by the Chinese government. And again, one can see how Chinese marketing works. Their culture of influencers and celebrities as a primary marketing (or should I say anti-marketing) tool for any product is unequivocally powerful.
I write at https://irynarogova.medium.com/ on Marketing, Localization, and Geopolitics.
I believe that free & continuous education of your audience is key to building a loyal customer base. Revenue chase is no longer the most crucial factor. For the newer generation, socio-economic issues are as important as new high-tech developments, and companies who are protecting social causes stand out more. Bilingual. Data-driven. Accessibility advocate. Passionate about globalization and geography.
There is a shadow industry driving the growth of ALL global brands: Localization. Let’s talk globalization, localization, translation, interpretation, language, and culture, with an emphasis on how it affects your business, whether you have a scrappy start-up or are working in a top global brand. Topics are taken from the most recently published market research from Nimdzi Insights (and other sources) and will feature guest speakers from time to time. If you have suggestions for new topics or guests, or would like to be a guest yourself, please reach out to our producers at [email protected] to pitch your idea.
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