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China Daily: Riding on emotions

China is an important market for global brands, but consumers here are seen as “volatile and fickle” so companies are struggling to keep up with their changing tastes, writes Andrew Moody in China Daily. Dr Eden Yin, University Senior Lecturer in Marketing at Cambridge Judge, commented: “Chinese people spend their time socialising, particularly on social media like WeChat. They are basically bored, and that is why they get excited by these fads and trends that suddenly sees everyone rushing to buy the same product.”

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