Hosted by the China-Britain Business Council (CBBC) and delivered jointly by CBBC and cross-cultural agency TONG.
Cultural faux pas have been the unravelling of many prestigious Western brands in China of recent years. Not only are Chinese consumers proud of their national heritage but they are also extremely vigilant of Western brands interpretations of China’s aesthetic traditions - the arts and fashion, the centuries long traditions of tea enjoyment, pottery, calligraphy, and crafts creation to name but a few. With Chinese Gen Zs actively driving the consumer sentiments in the market, cancel culture can target any Western brand for disrespecting Chinese heritage or sending messages deemed insincere or ignorant during their brand campaigns. The explosion of brand and IP collaborations to drive interest with Chinese consumers has also created a minefield for many Western brands – the rewards of getting it right are too big to ignore but the danger of getting it wrong is arguably even bigger.
Our new China Cultural Literacy training is aimed at all UK consumer brands seeking to delve behind the news lines of brand scandals in China and understand the cultural psyche and the motivations of Chinese consumers. We look at history, society and politics that have shaped the consumer scene and their evolution in recent years of pandemic control of isolation. We analyse the different consumer groups and how their generational drives determine reactions and purchases. We decode the recent brand scandals and successes in the market to reveal the elements of best-case practices.
Who is this training for?
China and international business development managers, marketing, and PR teams of UK consumer brands
Arrival and networking: 10.00 am for 10.30 am start
Session 1 - 10:30am – 11:15am
· The Big Picture: History, Society, Politics and Culture
- Historical legacy and national psyche
- How not to forget about politics
- Shifts in Chinese policy and how this impacts consumer sentiment
- What makes China ‘China’ - quick look at the societal structure over recent years and how this has shaped modern society/given rise to current consumer sentiment
Session 2 - 11:30am - 12:15pm
· Consumer Profiles: Breaking down the homogenous ‘China Consumer’ into different profiles relevant today
- Silver economy/Gen X/Millennials/Gen Z/Gen Alpha
- Social/information ecosystem
- Consumer profiles (Self-indulgers, climbers, decelerators, internationalists, explorers etc)
- Framing generational consumer groups through a trends lense
- Within the context of Zero Covid, the implications this has had on society now
Session 3 - 1:30pm – 15:00 pm
· Consumer empathy: Current changes and shifts which impact Chinese attitudes and behaviours towards consumption and brands and how to engage as a Western brand
- Breaking down current trends (Guochao, disillusioned youth, Songchigan, escapism, older generation)
- Chinese campaigns vs Global brand campaigns in China
- How to effectively localise with a global identity
- Future strategy for UK brands (how to navigate China opening up)
Session 4 – Q/A – 3.00 pm – 3.30 pm
Networking and refreshments – 3.30 – 4.00 pm
4th Floor, Kings Building, Smith Square
London, SW1P 3HQ
|Cbbc Member Ticket||£ 180.00 (includes Sales Tax of £ 30.00)|
|Non-Member Ticket incl. VAT||£ 360.00 (includes Sales Tax of £ 60.00)|