Daily Brief

August 16, 2018

TODAY’S TOP FIVE CAN’T-MISS STORIES

  • 1

    When Givenchy Needs to Sell a Luxury Handbag in China, They Call Mr. Bags

    That's a very crowded field, but his content struck a chord with young Chinese who were getting bored with pushy editorials and cheesy advertising. The blog took off, and within 4 years Mr. Bags has amassed 4 million followers, to become the single most influential voice in the Chinese handbags industry. Read more on Vice

  • 2

    5 Celebrities Who Have the Biggest Influence on China’s Luxury Shoppers

    “KOLs are the most effective product marketing here. And they can help with sales abroad, too, if the brand hasn’t entered China yet,” said Thibaud André, senior consultant and marketing manager of Beijing-based market research company Daxue Consulting. Read more on Footwear News

  • 3

    Micro KOL Marketing in China: What Brands Need to Know

    It’s easier for micro-KOLs to respond to 100 comments on their posts than to 10,000 comments. So, they respond to them, they have a real relationship with them, and their audience really believes in them. On top of that, their audience feels that the KOL is within reach, instead of this idol/fan relationship of “I want to be like him or her”, it’s a bit more peer to peer, “I like that he or she is one of us.” Read more on ParkLu

  • 4

    Google’s China Plans Could Give Brands New Window to Chinese Customers

    Search giant Google has long resisted the urge to begin operations in China given the country’s strict censorship laws that run counter to the company’s core platform, but it is now changing its tune. Read more on Luxury Daily

  • 5

    Why Western Digital Firms Have Failed in China

    Based on a comprehensive five-year study, my new research paper, published in the Academy of Management Discoveries this year, systematically identifies the reasons behind the failures of major Western digital firms in China. This study uses two rounds of interviewing to identify what the Nobel laureate Daniel Kahneman describes as the “inside view” and the “outside view” of the phenomenon. Read more on Harvard Business Review