“Emerging cultures have the potential to strongly influence consumers’ lifestyles and purchase decisions. The strength of this influence is related to the development level of the culture. To further cultivate the culture, brands will need to make a continuous effort in infrastructure building and service offerings to strengthen engagement (eg increasing participation frequency of winter sports activities). To further increase the cultural influences on people’s lifestyles, brands may utilise the power of KOLs specialising in specific fields and IP collaborations to truly resonate with their target consumers (eg retrieve old memories, identify with people’s national pride, etc).”
– Yan Hou, Senior Research Analyst
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