Video games are far and away the biggest category in the market. But Mattel has done well - as a company it is the fifth biggest toy maker in China with 1. Its most successful offering is the more learning-oriented Fisher Price brand, the 14th biggest toy brand in China, according to Euromonitor. And Barbie could be going the same way. In Mattel brought Barbie back to the Chinese market. This year there was another launch - a "specialty" Barbie doll in the likeness of Chinese actress Fan Bingbing.
Heralding the launch of the doll Mattel declared: "[Fan Bingbing's] collaboration with Barbie will give purpose and meaning to play and help ignite the spark inside girls across China to 'Shine Your Way'. So it's clear that Barbie has learnt that to succeed in China today you have to have a sense of purpose, but then she didn't get the keys to the super-deluxe dreamhouse and the perfect boyfriend Ken by being just a pretty face.
Young Chinese girls getting to know Barbie in the Barbie store in Barbie's CV. On 9 March Barbie was unveiled at the New York Toy Fair; the date is her official birthday Barbie's full name is Barbara Millicent Roberts Mattel claims she has had more than careers She became a business executive for the first time in and an astronaut in More than one billion Barbie dolls have been sold around the world.
It was the first, and only, all-doll store in China. After less than two years, House of Barbie closed. Knock-offs and alternative brands were abundant and cheap. Educated, high-income Shanghaies parents preferred spending on tutoring or books than buying dolls and clothes.
Six floors of pink and Barbie overwhelmed consumers. No storefront signage made the store easy to miss. Location was difficult to access, far from metro and core stores. Chinese love face care, but the Spa did not make guests feel relaxed.
Too many amenities confused and overwhelmed consumers. Activities were based in English, not Mandarin; the language spoken by young girls. As a result, activities like the Fashion Runway and Design Center were unable to engage guests. House of Barbie was the first, and only, doll store in China.
The store was modeled after American Girl in the U. As global luxury consumers, Chinese expect a localized shopping experience, and demand a global brand identity. Chinese consumers are online, social, and aware of the global presence of brands. Storefront signage is critical, make it big. Base activities in Mandarin so girls can easily participate and understand. Present Barbie as an aspirational brand to inspire Chinese girls.
So, what would you have done? Hunter Thomas Jordan Liedholm April 29, On China: Western brands go to China On China: Growing resentment One company that's done it right, Wang said, is Starbucks. And it really blends the West meets East culture. Guanxi drives business deals and government contracts. It's the invisible glue that ties people together. It's the sense of connection and mutual obligation that Chinese society prizes in personal relationships.
In , the San Jose online auctioning giant decided to enter the Chinese market. EBay bought a local company, Eachnet, switched it to the eBay platform, and expected to sweep China in short order. After all, they had dominated other countries' markets. Why not China? Two years later, they shut down their portal, leaving the Chinese auction market. A local competitor, Taobao, went on to take over 95 percent of the local market share.
The problem was that eBay had no mechanism for simulating guanxi. According to a study conducted by researchers in the United States and Hong Kong, this was a crucial error. While Taobao allowed buyers and sellers to chat over instant-messaging, giving them a chance to establish a personal connection, eBay did not. This story originally appeared on GlobalPost.
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