Hard Bases of China’s Soft Power

THERE is currently much discussion in China about "soft power," and I follow this discussion with great interest as a marketing professional and a lay observer. Here I would like to express my opinion in a professional sense. I was in charge of marketing and branding London for eight years, from 2000 to 2008. During that period the success of our work was recognized by international surveys that fre- quently ranked London as the world’s number one city.     

Choosing Your China Structure:Representative Offices

The representative office (RO) is the least dynamic of the entities for establishing a foreign presence in China. The RO can facilitate market entry and coordinate sourcing activities and marketing, but it is a toothless version of the possible foreign entities that have little control over the movement and sale of goods and services. ROs are the     

A Sunday Bazaar

正‘To obtain a deeper understanding of a new culture, one needs to do what the locals do, see what the locals see,and buy what the locals buy." That's what our marketing lecturer taught us some 30 years ago. In my years of travel, I've fervently applied that brand of philosophy to reap greater insights and gain richer experiences beyond the guide-books. I've since added "eat what the locals eat"to the list and never looked back.     

Bridging East And West

<正>China Connect is the largest European gathering of experts specializing in Chinese consumer trends,particularly marketing,digital and mobile.This unique event reaches out to an audience of top-level European marketing and digital decision-makers from luxury,cosmetics,fashion,retail,fast-moving consumer goods,food and beverages,automobiles,services,communication,media and     

Chaozhou：Ceramics Capital of China

THE ancient city of Chaozhou is known as "ceramics capital of China" due to its dynamic production and marketing capacity. It is China's largest export base for artistic and daily-use ceramics.     

new City,new life

<正>Frank Prasmo,General Manager of Lexington Shenyang Rich Gate Hotel of Vantage Hospitality Group,is a hotel management expert with 17 years of experience in operations,finance,strategic planning and renovation,sales and marketing.Born and educated in Germany,Prasmo has     

The Passionate People of Shandong

I have been living and working in the charming resort city of Yan- tai, Shandong Province, since the year 2000, and I find the people as friendly and warm asthe beautiful climate along the Yellow Sea coastline. After studying marketing, finance and commerce in Paris, I began my ca- reer as a marketing assistant at a well-The people in Yantai are deeply committed to Yan- tai's success and to play- ing their part in China's fast-growing economy.known French company in Buenos Ai- res. My wo…     

rhriving Performing Arts Markel in China

WE need more laughter to survive the depressing economic situation, says Wang Ying, marketing director of a creative culture company. ＂You see comedy has now become the most popular film genre in the cinema. Even drama, which used to be unpopular in places like Shenzhen, now wins great acclaim and even finds success at the box office.＂ Wang Ying goes on to say, ＂People in difficult situations desire the arts, performances that will bring them joy and help them to forget their cares and woes.＂     

Television Tailored to Advertisers

PROCTER & Gamble(P&G) and Unilever are old hands at embedded marketing.Not long ago their shampoo brands were featured in two hot Chinese TV soaps,Sisi Xindong(Strands of Love) and Wuxiekeji (Unbeatable),both of them featuring trendy,beautiful young people.     

Pollution-Free from Seed to Feed

FOUNDED in 1997, Chaoda Modern Agriculture (Holdings) Ltd is an integrated modern agriculture enterprise engaged in the production and marketing of high quality organic vegetables and fruits. In August last year, Chaoda was listed as one of the top 500 famous and valuable Chinese brands for 2005. In the same year, the company was also ranked 177th in terms of the overall strength of large Chinese enterprises.