Exclusive Experience-Based Venues, Events Give Brands An Edge
From Shanghai’s Johnnie Walker House (which Jing Daily toured in September), to Shang Xia’s pop-up “Human and Nature” exhibition and Shanghai Tang’s Mongolian Village in Hong Kong, major brands are pulling out all the stops to appeal to an increasingly discriminating Chinese luxury consumer in a market that becomes more crowded with brands and stores seemingly by the day. Going beyond the usual moves of introducing special China-only limited edition items or inviting regular customers to special in-store events, these and other companies are finding that experiential marketing is the key to fostering greater loyalty among the notoriously brand-fickle Chinese luxury consumer.
But what is working and what isn’t? This week, Thoughtful China (previously on Jing Daily) looks at how some brands are using experiential marketing to get the edge on their competition in China.