The Future of China’s Influencers: From Metrics to Emotion
In China, over 40% of all e-commerce purchases are driven directly by influencer recommendations, part of a US$28 billion industry redefining how FMCG brands reach consumers. But while the opportunity is massive, success requires a fundamentally different playbook. Chinese consumers don’t always trust traditional advertising. Instead, they turn to key opinion leaders (KOLs) whose influence […]
For Chinese Consumers, “Made in Australia” Isn’t What it Used to Be
Once upon a time, Australian provenance was all it took to sell products in China. With more and more options available, being “Made in Australia” is now just one part of a strong brand strategy. To be successful in China today requires a deeper understanding of how consumers interpret the Australian brand and what it […]
Is the Cost-of-Living Crisis a Good Thing for Aussie Competitor Brands?
With the cost-of-living crisis changing behaviour, maybe this is the right time for competitor brands to look elsewhere. Australia’s cost-of-living crisis is dramatically shifting consumer spending habits. A May 2024 survey by MYOB found 62% of Aussies are opting for cheaper options at the supermarket, 62% reducing spend on entertainment, and 51% cutting back on […]