The country’s media players share many of their Western counterparts’ struggles, but their rapid adoption of digital shifts provides valuable lessons.
Chinese men account for almost a third of all mainland luxury sales yet brands continue to invest disproportionately in marketing to Chinese women. And when brands do target male consumers the focus is often wrong.
A controversy linked to homoerotic pop culture is engulfing a Chinese superstar affiliated with several global luxury brands. The rise and fall of Xiao Zhan should be a wake-up call for all brands leveraging celebrities in China.
Coupling limited edition releases with virtual celebrity covers is paying off for some of China’s top publications, but success isn’t guaranteed.