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Chinese brands should focus on services and product quality overseas, executive says
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CHINESE brands need to put more focus on authenticity of products as they're seeking growth outside of China and consumers are also buying from China not only for low prices, a senior executive at OMD Worldwide said in an interview with Shanghai Daily.
Andrew Lazzaro, chief brand officer at OMD Worldwide, a unit of Omnicom Media Group, the media services division of Omnicom Group, said that globalization of trade has enabled Chinese brands to more easily connect with overseas consumers.
As the life spans are becoming short for some of the fastest rising domestic brands, Lazzaro said they need to beef up services as consumers are expecting easy and convenient return policy after their purchase.
"Consumers are constantly engaged in dialogues so authenticity matters more than ever before because consumers now have more channels than before to talk about it," he added.
Furthermore, the winning brands also need to pay special attention to sustainable ability to innovate and connect with consumers, he said.
This year, digital businesses make up about 25 percent of OMD China's overall billings, more than double from that of last year's, said Arlene Ang, chief executive officer of OMD China.
She's forecasting about 30 percent from digital businesses next year, adding that the agency is moving away from the word "digital" as the boundary between online and offline is blurring quickly.
Most advertisers are shifting budgets toward online video sites and they’re already doing multi-screen planning for the coming years, one of the biggest changes in China's media landscape, said Ang.
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