The Importance of Brands in Technology - China - June 2016
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‘Chinese consumers are willing to pay premium prices for the technology brands they like. Constantly communicating innovation, setting up brick-and-mortar stores, engaging fans and users with marketing events as well as being socially responsible can help brands to foster popularity among Chinese consumers.’
– Terra Xu, Senior Research Analyst
This report examines the following issues:
The technology market in China has become more competitive and fragmented. Fostering fans is important for technology brands, as Chinese consumers are willing to pay premium prices for the technology brands they like.
To drive brands’ popularity, constant innovation is essential. It is also important to communicate the innovation with consumers, for example, allowing them to experience the latest products in brick-and-mortar stores. Secondly, engaging fans in marketing communications can help brands to build up word-of-mouth reputation, which is important for Chinese consumers to decide their favourite brands. Last but not least, to appeal to affluent consumers, being socially responsible may help brands to stand out.
The services here refer to all services provided to consumers by internet companies via consumer technology products through the internet/apps and offline channels.
As for technology products, this report focuses on brands in personal computers, mobile phones and televisions. Other categories, such as home entertainment devices, cameras, portable media players and wearable products, are discussed where relevant.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.