Thoughtful China recently posted an interesting group of interviews on experiential marketing and luxury brands in China.
Since Chinese consumers tend to buy based primarily on brand, brand heritage and promise are of utmost importance to consumers. Experiential marketing can be an extremely effective way to directly convey brand promise and heritage.
The video highlighted some effective examples with Chinese consumers:
- Art of Cartier every year since 2004
- Johnny Walker house
- Lancome Rose community
Longtime China consumer researcher PT Black also shared some suggestions for luxury retailers:
1. Watch the attitude: Shoppers are new to luxury brands and easily scared away. Off putting attitudes is a common complaint, especially among aspirational consumers.
2. Top talent is a must: Strong retail talent is very scarce in China and in high demand. Some brands are looking for MBA outside of China to come and run their stores in China.
3. Education: Education goes both ways — brands need to adapt to Chinese practices and tastes.
Watch the video at: