China Consumer remains CBBC’s flagship consumer event and is a must-attend for any UK brand interested in making its mark in the Chinese market. With China undoubtedly a powerful engine for global growth, the country is emerging as a test lab for the future, with future global trends in retail, marketing and commerce sown and grown in China’s vast and highly sophisticated consumer marketplace.
With leading expert speakers and global brand representatives speaking on topics ranging from sustainability to rising consumer industries and products, the power of cross-brand and sector collabs and emerging industries, China Consumer 2024 is sure to be packed with insights relevant to a wide range of brands across all sectors.
Explore some of the topics that will be discussed at the event in more detail below:
Why the future of retail in China is phygital
‘Phygital’ has become a buzzword in the retail industry in recent years, referring to blending the physical and digital aspects of the retail journey to offer customers a more immersive, often more personalised, experience. China is particularly notable for the depth of its digital adoption, with consumers feeling exceptionally comfortable with using mobile payments and making purchases via digital commercial channels like livestreams. As a result, the offline retail experience has had to evolve, and today, stores are more about experiencing products, telling an interesting story, and building a relationship with the customer.
What are consumer tribes, and why are they important for brands in China?
China’s consumer market has always been marked by its vast size and striking diversity, encompassing a range of incomes, regional cultures and consumer preferences. Increasingly, however, savvy brands are looking beyond simple demographic characteristics to build deeper connections with consumers via so-called ‘consumer tribes’ – networks of consumers who share an interest, passion or emotional state. These tribal consumers demand to participate in and co-curate consumer experiences, something that often takes the form of user-generated content (UGC) on social media. Building connections with these consumers can catapult your brand to success.
How to connect with Chinese consumers in the era of emotional marketing
While nothing new, emotional marketing – a kind of strategy that uses storytelling, personalisation, and emotional triggers to create a deep connection between a brand and its customers to drive engagement and loyalty – has emerged as a key strategy for brands in China in recent years. A new prioritising of self-care, self-awareness and self-expression as part of consumption decisions is a common thread across China, the UK and many other countries, especially among younger consumers. As a result, consumers are increasingly looking for brands to fulfil their needs rather than persuade them to buy things.
How to talk to Chinese consumers about sustainability
Do Chinese consumers have the same sustainability concerns as their Western counterparts? What drives their purchasing decisions when it comes to sustainability? It’s clear that sustainable brands will increasingly have the edge in 2024 and beyond, so how should brands targeting the Chinese market communicate with Chinese consumers about the credentials of their products?
