Don’t do the D&G in China – Avoiding cultural pitfalls when selling to Chinese consumers (London)
2019 marks a tipping point in global retail. For the first time, China will become the world’s largest consumer market, with total sales of $5.6 trillion. For all the talk of a slowdown, China’s focus on consumption as a key driver of economic expansion will see 7.5% growth in the retail sector this year, more than double that of the US as the country further cements its position as the most vibrant but competitive market in the world. The opportunities for British brands entering the Chinese market remain significant.
But one false step and it can all come crashing down. The last 12 months have seen numerous foreign brands, including stalwarts such as Dolce & Gabbana, Burberry and Victoria’s Secret in peril due to perceived cultural insensitive in their marketing. Whether it be racist connotations, overly simplistic content localisation or a lack of political or social awareness, brands are learning the hard way that culture matters.
This seminar, held in partnership with leading Chinese agency TONG, will discuss the significance of cultural sensitivity when marketing to your Chinese audience. We’ll recap some of the victims from the last year or so and look at the winners when it comes to creating great content, as well as discuss what it takes to build safeguarding and crisis management into your China strategy.
10:00 – 10:30 am – Registrations and welcome
10:30 am – 11: 30 am – Don’t do the D&G in China – with Adam Knight, Tong Digital
11:30 am – 12:00 pm – Heritage is Hip with Chinese millennials – presented by the China-Britain Business Council
12:00 pm – 12:30 pm – Q/A
12:30 pm – 1:00 pm refreshments and networking
About the speakers:
TONG is a leading Chinese social commerce agency headquartered in London. Established in 2014, TONG delivers end-to-end digital and ecommerce solutions for global retail brands looking to enter and scale up in the Chinese market, including Chelsea FC, Huda Beauty, Fortnum & Mason, Whittard of Chelsea, Anya Hindmarch, Aspinal of London, Sunspel and Boden.
Antoaneta Becker, Director – China-Britain Business Council
Antoaneta Becker is the China-Britain Business Council’s food and drink sector lead. She joined CBBC after more than 20 years of experience living and working in China. Fluent in Mandarin, she has worked for a range of international publications, including the Economist Intelligence Unit, the research arm of the Economist, reporting on China’s macroeconomic trends, doing field work in different regions and researching specific industries and companies.
This event is intended for UK brand owners, export managers and China strategy decision makers for consumer goods exporters. We have limited space so please submit your expression of interest as soon as possible.