Podcast: Marketing British Brands to China
In this episode, Demi Ping, Sector Head for Retail and E-Commerce at the China-Britain Business Council, shares how the CBBC helps British brands of all sizes and industries succeed in China and some of the key marketing tactics they having been leveraging this year to help brands stay afloat through COVID-19.
Some of the topics we cover include:
- Which British product categories are most popular among Chinese consumers
- Why are brand stores such as K11, The Beast, and SKP an important stepping stone for many brands
- The CBBC’s annual offline event The Great British Brands Festival and how they brought it online during COVID-19 for the first ever UK Super Brand Day on Tmall
- Her experience working with brands on e-commerce live streaming and Chinese influencer campaigns and her tips for driving results
While Demi and the CBBC obviously focus on British brands, her insights are highly relevant for any foreign brands. I particularly liked the way that the CBBC organizes collaborative events and campaigns among multiple British brands. This is a great idea for brands that are newer to the market and have limited resources.
Guest: Demi Ping
LinkedIn: https://www.linkedin.com/in/pingping618/
Email: demi.ping@cbbc.org.cn
