Here are some of the trends I discuss in my Social Media & Mobile Marketing Strategy course in the Media Storm Master’s Program.
The videos are available on my YouTube channel Rpriluck.
These trends and videos are also available on the Powerpoint slides that accompany my book from Oxford University Press “Social Media & Mobile Marketing Strategy.”
For Social Media & Mobile Marketing Strategy from Oxford University Press
Herschel Supply Company
- Read the case on page 26 of Social Media & Mobile Marketing Strategy.
- What would you recommend for Herschel’s social
- media strategy in the US at this point?
- Would it be possible to grow the business in China?
- What are the obstacles to growth in the US and China?
The company is expanding, and continues to rack up partnerships with valuable global brands. They now sell their bags and laptop sleeves through Apple’s highly curated stores and online, including Apple stores in China, which is the next chapter. So far, Herschel has only established a couple of small taste maker relationships, such as with Lane Crawford, which sells high-end brands (Jimmy Choo, Givenchy and so on) into Hong Kong, Beijing, Shanghai and Chengdu.
“Although we sell in all the surrounding countries around China, we’re really still strategically coming up with a plan for how we’re going to execute the business in China. You have one chance for a first impression, and when we enter the Chinese market, we’re going to make sure the first impression is on point,” Lyndon says. “We’re just scratching the surface.”
Sources: Euromonitor Passport and http://www.theglobeandmail.com/report-on-business/rob-magazine/how-vancouvers-herschel-sells-millions-of-bags-worldwide/article26423150/
And you thought you had all the technology you need in the palm of your hand. The Chinese use technology and have access in many more situations than you do. Here are 10 examples of advanced widely used technologies in China- with pictures.
1. Wired Subway. People have access on their mobile devices on modern train cars.
2. Tv on trains and in stations. You can learn to cook a dish in the subway station or watch a show while riding on the subway car.
3. Use of Baidu Translate. You may not be able to speak Chinese and a Chinese teen may not speak English, but she can use her Baidu app to talk to you. She can help you use it, but you won’t be able to figure it out.
4. Touch screen Gps in cars. People enter destinations by finger swipe of chinese characters on a touch screen.
5. Mobile pay at KFC. Granted most places can’t take mobile payments, but Chinese customers can get original recipe using their phones.
6. Train and bus tracking. Like the Flight Tracker on a plane, people in China can watch their transit progress on trains and busses using their phones.
7. QR codes everywhere. Granted few people actually use them, but the opportunity to get more information is everywhere in China.
8. Promotion via WeChat. Businesses connect with customers via WeChat, a popular texting app. More people are moving to these services and away from social media and marketers in China have beaten you to it.
9. Heavy use of portable personal Wifi units and batteries. The Chinese have great internet access because they carry around devices that connect them anywhere and they don’t run out of power.
10. China has more Apple stores. Granted, many are copycats, but they look good and can help you with your Mac. You won’t need an appointment either.
So, there you have it. In some ways China beats us in technology.