Advertising in china
Establishing brands in China
Chinese cities have adopted outdoor advertising to a far greater extent than any other country on earth. As a result, it’s amazing to see the turn around of China from being a languid ideologically centralised state run government controlled economy, of just a few tens of years ago, to become what it is now: a totally FREE MARKET UTOPIA!
Advertising in china:
Young people push China to consumerism utopia
In Chinese cities, especially Beijing the predominance of hypnotizing brand culture reigns supreme. American consumerism rules the young and they drive the dynamism of the charging Chinese economy. Most of the young Chinese people are all American brand crazy; they will pay more for American branded drinks and food, many times more than probably better traditional meals and drinks that are also available in abundance.
Healthier and cheaper means nothing to teenagers and twenty-somethings who have been sold on a lifestyle linked to consumerism, materialism and infatuated focus for all-American culture; which means Hollywood and stateside TV shows.
It’s sad that a nation with such a profound and great wealth of historical culture should become more focused on an external culture. These days it seems that only the old know it and respect it. A culture of ancient opera, Confucius and healthy eating You can see them in the city parks, the elderly, practicing their movements, singing, exercising, and often worshiping at the many religious temples; with hardly a young person in site apart from babies who are looked after by grandparents whilst their children are off making money or meeting friends in a KFC or Starbucks. Its an incredible culture shift.
It’s all been done by advertising, what else? What other conclusion can be made?
Advertising certainly works and here in China in a few short years it has generated a complete change in values and ambitions. The student occupiers shouting for democratic changes in Tiananmen Square in 1989 certainly got what or most of what they wanted.
This has all been achieved in a few short years from a standing start by western brands such as Starbucks, Pizza Hut, KFC, Mc Donald’s, Hagen Das, etc. You can see them in most of the main streets in almost every Chinese city and twice as many in Beijing.
Love Adverts Love USA Brands
The Chinese seem to love adverts, they have adverts, adverts everywhere.
They use every modern method and then some more as advertising opportunities it’s everywhere. Some interesting examples are:
On some Metro tunnels they have fitted LED light strips that are programmed to display in a timed sequence with an advertisers pictures, graphics and messages; these appear in all the train windows as it hurtles along the tunnel. A very clever use of all and every window in the train!
Even the handrails leading up and down in the Metro have adverts. On the crowded Metro trains they have adverts embedded into the standing room support handrails. And TV screens in every carriage supplement the information, with both journey information and advertising.
The cones marking out repair areas and lane closures on the motorways are advertising sponsored.
Entire building are decorated by massive adverts, some buildings use LED lighting at night to give information and advertising; resulting in amazing changing lighting effects running up and down on the sides of huge skyscrapers.
The use of huge LED display screens is a very common feature and due to this China leads the world in the manufacture of Light Emitting Diodes, with systems now approaching HDTV quality.
Bus shelters are covered with long large illuminated posters and there is not a Clear Channel or JCDecaux logo anywhere to be seen as the dominance of these two outdoor advertising giants of Europe and the USA are nowhere in China. The industry in China is dominated by a wealth of independent advertising entrepreneurs, competing on terms and with systems that these slower moving entities cannot compete with. And soon there are to be more amazing systems in Chinese cities: interactive LED advertising panels on Lamp-posts and in street columns, these will provide touch screen interactivity and FREE WiFi access to passers by on their mobiles.
Learning these techniques you can certainly bet that Chinese advertising methods and new technologies will be challenging the monopolistic current suppliers in the west in the not too distant future.
Even the old double decker trams in Hong Kong have been ‘modernised’ now painted in their sponsors advertising messages.