Topic：We are in the Business of Trust

12.01 Sub-track1  9:30 – 10:00

Introduction

The 174 million Chinese Post 1990s make up one of the largest consumer groups in the world. How can brands engage with this distinctly unique cohort, and in particular, how can foreign brands build relevance with a generation that is globalist in nature, yet rightly proud of national champions such as Alipay and Wechat.
Some categories such as baby milk are over-relying on imported as a by-word for safety. As consumers move beyond safety, foreign brands must reinvent a connection model to build trust beyond simple origin. It is the ability to localise and build meaning that will make tomorrow’s winners.