The mindset of the Chinese consumer has seen dramatic change over the course of the years. Brands can no longer rely on price and availability to secure loyalty. With an ever increasing diverse range of brands to choose from, consumers are becoming more demanding in terms of quality and service, and willing to pay a premium to maintain product performance and endurance.
With regards to customer engagement, social media is attracting more attention as an increasingly favoured platform for consumers to engage and build trust with brands. However, it is still worth keeping in mind, that this does vary across sectors, and therefore, it pays to know exactly which channel of communication your audience is most likely to be found.
Lastly, it’s not enough to just attract customers. Brands that have maintained loyalists succeeded by committing to and rewarding loyalists through exclusive offers and excellent customer service.
As the research from this study shows, loyalty does reap its own rewards for brands.
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