Overseas Chinese residents: The hidden consumption force

This Faber Novel report studies brand immersion strategies that can reach out to an untapped, community-based niche market of close to 70 million Chinese residing outside China.
  • These consumers either identify themselves as Chinese or maintain some percentage of Chinese origin, and play an increasingly vital role in influencing China’s domestic market.
  • This segment, either naturalised immigrants or temporary visa holders, is usually under-represented in brand strategies and is tough to effectively engage with as they are living in two spheres of influence (Western and Chinese).
  • Brands should invest in advertising on platforms serving overseas Chinese users, like iFun Video and Dealmoon in North America, eCentime in France, Red Scarf in the U.K., as well as add daigou (surrogate shoppers who buy goods abroad and sell them...

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