Week In Review: August 26-30, 2013

In case you missed them the first time around, here are some of Jing Daily’s top posts for the week of August 26-30: Liu Wen Spotlights Rise Of The Chinese Supermodel With ‘Highest-Paid’ List Ranking In an unsurprising development for the global fashion industry, Chinese supermodel Liu Wen (刘雯) has become the first Asian model to make Forbes’ annual list of the highest-paid models worldwide—and she certainly won’t be the last. Raking in US$4.3 million, the 25-year-old is the fifth highest-paid model in the world after meeting with rapidly growing success as China’s fashion industry quickly expands. She joins an elite contingent which includes Kate Moss, Adriana Lima, Miranda Kerr, and Gisele Bündchen—the only four models in the world who made more money than her this year. Will PETA’s Surprisingly Classy China Ad Affect Attitudes Toward Fur? The People for the Ethical Treatment of Animals (PETA), or that group known in the United States for bombarding people with horrifying images of animal slaughter, has decided to take its anti-fur message to China with a much more subdued—and even classier—marketing approach. PETA, which has become, as Adland puts it, a “terrible tarnished brand” in the United States thanks to its tacky, over-the-top ad campaigns, enlisted a top ad agency to rework its image in China. Ogilvy & Mather Beijing worked with the organization to devise a campaign that relied not on shock value or D-list celebrities in skimpy outfits, but rather on a highly stylized combination of physical and digital media meant to draw attention, but not disgust. 5 Things Marketers Get Wrong About China As China undergoes a rapid economic transformation, the consumer market is undergoing some profound changes, says Young & Rubicam Global Planning Director Sandy Thompson in a new video interview with Thoughtful China. According to Thompson, as middle class incomes rise, consumers are becoming more focused on the concept of “earned” wealth, a factor which is closely linked to netizens’ harsh criticisms of anyone perceived to be showing off wealth that they didn’t earn. How Chinese Travelers Pick A Hotel: Friends’ Opinions Matter, But Services A Must The Mandarin Oriental in London. (Mandarin Oriental) When it comes to the process by which international Chinese travelers decide on a hotel, they may rely on their friends for information, but the location’s overall quality is the deciding factor, according to a new report by Hotels.com. The website’s Chinese International Travel Monitor 2013 surveyed both Chinese travelers and hoteliers to gain insight into the factors that go into the decision-making process for the world’s largest group of overseas tourists. According to the report, Chinese travelers first receive their information about hotels mainly from friends, which they use 60 percent of the time, and rely on as a top source 15 percent of the time. Travel guides and websites are also important sources of information for finding a hotel. Chinese Models Emerge As Growing Force In Global Ad Campaigns The rise of Chinese models has been a hot topic of conversation after Forbes revealed last week that supermodel Liu Wen is the first Chinese model to make its highest-paid list. So where are they making their money? In addition to runway shows and editorial appearances, more and more fashion, beauty, and retail brands have been enlisting them for worldwide ad campaigns. Look below to find some of the biggest Fall/Winter campaigns of the year featuring Chinese faces. Featured models include not only Liu Wen, but other top names such as Fei Fei Sun, Ming Xi, and Sui He. Unsurprisingly, Liu Wen is in the majority of the ads—she is the top earner, after all.

Week In Review: August 26-30, 2013

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Published August 30, 2013

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Week In Review: August 26-30, 2013