by Capucine Michaille | May 27, 2023 | Digital Business, Marketing
Book Review Today, digital technology impacts us all. It influences our daily actions, the way we think, the way we get information, and so on.So, to win over consumers, it’s essential to integrate digital into your marketing strategy. The authors of...
by Capucine Michaille | Apr 17, 2023 | China, Marketing
The Guo Chao Phenomenon For a few years now, amplified by the Covid-19 crisis, we have been hearing more and more about the Guo chao. The Guochao is a trend that Chinese and international brands doing business in China must take into account. However, brands that...
by Capucine Michaille | Mar 6, 2023 | China, Marketing, Réseaux sociaux, WeChat
I chose this topic for my thesis. One of the components of my thesis deals with the reasons why companies use social media in China. One of the reasons is the hyper-connectivity of the country. as a matter of fact, China has experienced strong growth in terms of...
by Capucine Michaille | Jan 25, 2023 | Marketing, Sport
The sports sector has developed strongly in China since Covid-19. Combined with the global digitalisation of the country, this creates a very favourable context for brands that must constantly innovate, especially in their marketing campaigns. This article aims to...
by Capucine Michaille | Dec 16, 2022 | eCommerce, Events, Marketing
History and context of the Singles’ Day On November 11, the Chinese celebrate mass consumption. Indeed, “11.11” is the “China’s Singles’ Day”. On this day, consumption is in full swing and purchases are at an all-time high....
