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China 2015: INSIGHTS | BUZZ AND BEYOND

Joe Peng

National Digital Practice Leader 

Burson-Marsteller, 

China joe.peng@bm.com

Digital transformation is empowering Chinese consumers and reshaping their relationship with the brands, which seems to be weakening. The information and communications channels are richer than ever, but consumers are increasingly smarter and more impatient than ever.

Many brands have understood the importance of human interaction and engaging with consumers on social media. However, few brands have realized that consumers actually have few reasons to interact with useless “buzz” or fancy but meaningless “creative.”

Brands need to review their positioning and stories from the perspective of target consumers, and engage them at the right place and right time. This means more investment in in-depth consumer insights that probe consumer values and culture, not only their media consumption or purchase behavior. It also means investing more to generate content and user-centric information, not just “buzz.”