Among Chinese cities, Shanghai is number one in terms of coffee culture, with number of coffee shops increasing each year. By the end of 2016, this number reached 5567 shops. Here’s how PLTFRM team rebranded BigSur new store, to stand out in such a fierce competition.
PLTFRM Digital Team explored the current content distribution trends on different Chinese platforms, such as Wechat, Weibo, Toutiao and Baidu.
This month, PLTFRM has been working on the second stage of 2017 Wines of Chile campaign, “Couple Trip to Chile”. If you missed our previous article, let us refresh your mind: the campaign started in September on Weibo and Miaopai, where couples posted “snapchat-like” videos on Wines of Chile account, to win a trip to the wonderful country. The second stage sees our creative team, together with PLTFRM partnering video production company, Arma Video, and the winning couple – Edward and Claire – leaving China at the end of October, heading to the enchanted Chile. Let’s give a look at the travel journal of their amazing trip!
As Wines of Chile branding agency in China, at the beginning of August, PLTFRM planned a second promotion, themed ‘Couple trip to Chile’. At the first stage of the 3-months campaign, we made a call for action to cast the couple at Miaopai. This initial ‘mini-campaign’alrealy reached 100m+ people, raising as well the engagement rate for the following promotions.
Golden Week is approaching, and the popularity wave of homestay/B&Bs is once again in our focus. Let’s look at these homestays in Moganshan, the birthplace of the market in China, from the branding perspective.
Over the past 5 years, along with emerging ‘boutique accommodation’ represented best by Moganshan’s Naked Stables, the tastes of Chinese millennial travelers has changed dramatically. The market is entering a new stage—when simply relying on location is not enough, branding comes in.
Competition in Moganshan intensifies and for homestay owners, it’s not a question of raising the number of guests anymore, it’s about survival during this new market shift. Homestays, that enjoy a certain level of brand awareness, go further creating chains. What should smaller players do to leave the market battlefield as winners?
When you know it’s time for a rebranding move.
Rebranding happens constantly and does not only concern the company’s look and feel, but encompasses value proposition and core belief as well. Most of the time, as consumers, we don’t notice the change, unless it’s a serious makeover. It’s like having a new hair cut: everybody notices something’s different about your look, but because it suits you naturally, can’t really pin what has exactly changed. Other times, rebranding represents a more substantial effort than, say, changing a logo or corporate font, perhaps aiming to shift the consumers’ perception or to show a company’s progression with an evolving market. Here are five questions you need to ask yourself before embarking on this journey.
Commercial and investment banks, hedge funds, investment and insurance brokers— no matter their specialty, segment or expertise, all rely on their untarnished reputation of integrity. Without a decent reputation, trust, credibility, loyalty is gone and without it, the most basic financial exchange is impossible.
China luxury market keeps evolving fast. What do brands need to know to keep up with a new generation of consumers?
At PLTFRM, we believe that Desirability, Credibility, and Resonance are the three pillars of an effective branding strategy. How can a brand be attractive to both potential partners and consumers, when millennials are becoming the new ‘driving force’ for businesses? Very often, desirability has a lot to do with the so called “Fear of Missing Out” (FOMO), the pervasive anxiety – quite popular among Millennials – of not being part of worthwhile experiences others are having.
China is a complex market, where the attractive sales potential comes hand in hand with tremendous challenges for Western companies. Surprisingly, the industry is full of customers that – sometimes consciously – ignore all the cultural nuances, political issues, and business insights that come with an entry strategy. Read More
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