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Different strategies to cater the customers in different generation

出自香港新聞網 - 樹仁新傳系學生實習習作

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Agencies need to be aware of the different desires of various generations of consumer to be able to produce a successful campaign for a client, says a senior executive at a leading international agency.


At a Hong Kong Shue Yan University forum on Tuesday, Angie Wong, managing director of Leo Burnett Shanghai, shared two examples with students as evidence.


In 2016, the agency won the 2016 Greater China Grand Effie Award for its campaign to launch a new Uni-President cold-brewed tea drink called Classmate Xiaoming.


The campaign pitched the tea as a best friend to the target consumer on the mainland – the youth market. It was a success, resulting in a high level of rand recognition among young people.


Wong, who has been based in Shanghai since 2007 and previously worked in Hong Kong, also cited another example of a successful KFC campaign in the 2000s.


Singer Luhan, a former member of Korean pop group EXO, endorsed the fast-food chains products on the mainland, which successfully attracted his fans to support him by buying at KFC.


Hong Kong was also lagging behind mainland cities such as Shanghai in its use of e-commerce, she said. A decade ago, people went to supermarkets and shops to buy goods, but today e-commerce was widely used on the mainland.


“I can go out with my cellphone [in mainland China] and make all the payments I need without taking out my wallet,” said Wong, showing the fast pace of development on the mainland.


Mainland Chinese people had also changed their spending habits because today fewer daily products were purchased, while more money was spent on lifestyle goods or on improving quality of life, she said.


On the differences between the mainland and Hong Kong markets, Wong said: “I would prefer to stay in Shanghai instead of Hong Kong because few businesses will invest resources to tap into a market of 7 million people.”


Wong said she was more willing to serve 1.3 billion people. “The challenges we face must be harder than Hong Kong, but to me it is more interesting, too,” she said.


--155102 2017年9月19日 (二) 17:34 (CST)

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