A major first step for any brand seeking success in a particular market, is to know that market.
, but the relationship goes both ways, as astute shoppers can quickly become the arbiters of whom to follow. They are no longer just being told what to buy; they are deciding and influencing others to do so, too.
A strong sense of patriotism and national pride makes consumers attentive to anything that appears to undermine that. Athena Chen, senior editor at the trend forecasting company WGSN, tells : “Chinese consumers, especially the younger generation, are digital-savvy and well informed with a strong sense of pride in their country.
“There’s a lot of political instability going on, and you have to be aware of that and respectful of that and making sure that the words you use are correct, and that the way you describe any part of China is not going to offend anybody or cause any offense,” Fflur Roberts, an analyst at the market research firm Euromonitor, tells Investing in local experts is invaluable in avoiding damaging gaffes.
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