NOVA GLOBAL’s Post

Is brand loyalty on the line across Australia and New Zealand? Our Mediahub ANZ team’s latest #Scout study, "The New Value Economy," reveals high rates of brand switching in the region amid cost-of-living concerns. Consumers are spending more time exploring and evaluating for better deals, with 3 in 5 switching to cheaper products or delaying purchases altogether. While this poses a challenge for some marketers, it is also an opportunity for brands to capitalize on new potential growth from consumers seeking better value offers. Read more via Campaign Brief (https://lnkd.in/g4UNwfWp) and access the full report here: https://lnkd.in/gRgcpDvY Sue Squillace Linda Fagerlund Hugo Winter Cushla Baggott

[618 Campaign: Outlook and recap] This year's one-month-long 618 Campaign, starting on May 20th, serves as a barometer of China's consumption trends for the rest of the year. Last year's strong performance during the 618 Campaign, driven by the economy's reopening in 23Q1, set a high base for this year's campaign. However, our early tracking indicates that multiple beauty brands have been boosted by new product sales, while sports & outdoors experienced increased demand in April 2024, which could persist into the 618 season. During the one-month 618 Campaign, DataBurning will provide data insights through: 1) A 618 tracking module on our SaaS portal, updated every few days with a T+3 lag; 2) multiple research reports and notes analyzing key sector, brand, and e-commerce platform trends. Interested and don't want to miss out? Contact us! #618 #Chinaconsumption #Chinaapparel #Chinabeauty

Expanding into the Chinese market requires a strategic approach! The vast geography and diverse demographics demand careful planning to avoid budget pitfalls. Brands focusing on mass appeal should leverage innovative marketing strategies for survival rather than merely high budget out of home, above the line type. Key tips for success: - Opt for a gradual market entry strategy and diversify sales channels, including e-commerce. - Analyze sales channels for optimal returns and invest in branding for sustainable growth. - Avoid heavy discounting, identify the brand's unique selling proposition, and target the right audience for steady progress. Remember, in China, unknown brands face stiff local competition offering similar styles at competitive prices. https://lnkd.in/gi3J7grt. #ChinaMarket #MarketingStrategy #BrandExpansion #Ecommerce #GlobalBrands

Why are global brands sleeping on Australia? It’s a goldmine waiting to be tapped! 🌟 A World in One Country: Imagine a place where every test you run gives you a mini snapshot of global reactions. That's Australia for you—a vibrant mix of cultures and demographics that make it an ideal launchpad for new products. Why guess how the world will react when you can know it from just one market? Wide Open for Business: It’s baffling how many industries here are still wide open for the taking. Big brands, where are you? Take Costco for example—they rolled in with their bulk-buying model and Aussies can’t get enough. They've carved out a niche that was just sitting empty, showing just how much potential there is for others to make a big splash. Thriving Consumer Market: Australians are enthusiastic shoppers always on the lookout for something new and exciting. They embrace quality and innovation, making this market ripe for brands that are willing to dive in. And finally, if brands can find a salt-of-the-earth local advertising agency that really knows the people and what makes them tick, it'll make all the difference. A good local partner can navigate the nuances of the Australian market and help your brand resonate with consumers in a way that feels authentic and engaging. That's the key to truly unlocking the potential down under. So, why aren’t more companies rushing in? Between the untapped market segments and the potential for tailored local marketing strategies, it’s high time global brands woke up to the opportunities in Australia. Let’s make sure your brand doesn’t miss out. 🚀

Our latest Voice of Australia study is out! Revealing Australians’ mood, mindset, and priorities in 2024. The report concentrates on useful insights into how consumers are adapting to the current difficulties, and shares recommendations to help brands connect with Australians this year. Contact me if you’d like to organise a 30min session to go through the presentation with you and/or your team. #marketresearch #insights #trends #marketing #brand

Elite/Unreachable Socio-Economic Segment Profile: Exclusive, High-Value Consumers In our FIA Panel Socio-Economic Segmentation Report, we examine the "Elite/Unreachable" segment—consumers who are at the top of the socio-economic ladder. This group enjoys significant wealth and access to exclusive resources, making them highly discerning and selective in their choices. They value exclusivity, prestige, and high-end experiences, often seeking products or services that reflect their status and enhance their lifestyle. Download the Report https://lnkd.in/dcpApaEx For businesses, engaging with the "Elite/Unreachable" segment requires offering exceptional quality, tailored experiences, and a sense of exclusivity. Marketing strategies should focus on delivering a sense of prestige and belonging to an elite community, while ensuring that the brand reflects the aspirations and refined tastes of this group. How do you think brands can best capture the attention of the “Elite/Unreachable” segment? Share your thoughts below! #MarketResearch #SocioEconomicSegmentation #ConsumerInsights #FIAInsights #BusinessStrategy #EliteSegment #LuxuryMarketing #CustomerEngagement #FIAPanel #FieldandInsightsAfrica

With EMarketer expecting China’s online sales to reach an incredible USD$ 3.56 trillion by 2024, China’s ecommerce market is rapidly growing and potentially presents an untapped seisable opportunity. As Chinese consumers become exponentially tech-savvy, it’s unsurprising we are seeing digital trends and social media culture increasingly impacting consumer’s buying behaviours. Younger demographics, in particular, are changing the online shopping journey and it is interesting to see how this will develop as the world further integrates with technology. With growing preference for purchasing on mobile devices, and leveraging promotional opportunities via streaming and gamification, marketing and advertising is entering a new age of creative growth that we have not seen since America’s 1950 advertising boom. Online personas are becoming increasingly important and with the #IoT making the world more accessible, people are easily able to find communities that resonate with them online. In my personal experience, brands who are aligned with my interests are the brands that I give my loyalty to. This is no different to what we see happening in the Chinese market, making localisation, nichification and individualised marketing key pillars for success. It makes sense that local businesses are winning over the market from their foreign counterparts, as they are better positioned to grasp these cultural and social nuances and apply them. Strategic partnerships do present an interesting avenue for brands who are hoping to break into the China market, it’s not an easy path though, and building the win-win can be challenging. Thank you Branding Records for the insightful report. https://lnkd.in/eza-myuh #China #Consumers #MarketResearch #Marketing #Digital #Ecommerce

The global consumer spending landscape is more complex than ever as we prepare to enter 2025. 31% of consumers are planning further spending cuts and just 19% say they will spend more, equivalent to a net intention for reduced spending of 12 ppt. Spending is trending downwards in the U.S. and Europe, while consumers in the Middle East and China display a higher propensity to spend more. Our 2025 Global Consumer Outlook leverages insights from more than 15,000 consumers, examining spending intentions by region, demographic and category. Read the full report > https://lnkd.in/eGVZGdVC #consumer #retail #travel #hospitality #leisure

In today's economic landscape, it's not just about tech and convenience—sustainability and corporate social responsibility are becoming key drivers of consumer preferences. Retailers who align with these values resonate more with the socially conscious younger generations. However, the retail sector faces challenges as consumer spending varies across categories. Sectors like sports, furnishings, and electronics may struggle to maintain market share. The winners this year? Those who skillfully blend value, speed, and convenience. As brand loyalty wanes, consumers are more willing to switch for better deals, creating opportunities for retailers, advertisers, and influencers to realign their strategies. With factors like inflation, interest rate fluctuations, and supply chain issues at play, retailers must stay agile and adaptable to remain competitive. #RetailTrends #EconomicOutlook #ConsumerBehavior #Sustainability #CorporateResponsibility #RetailStrategy #BrandLoyalty #Inflation #SupplyChainChallenges #RetailInnovation

Thanks to strong market dynamics, the premium brand segment has grown at impressive rates over the past few decades. There are four factors in particular behind the soaring:   1. High elasticity of demand Wealthier people are less price-sensitive and even a significant increase in price does not lead to people refraining from buying, but simply to postponing spending.   2. The new preferences of Gen Z Due to the increasing visibility of luxury products on social media, Gen Z showed an affinity for premium brands early on. Gen Z consumer spending is expected to grow three times as fast as other generations by 2030.   3. Digital transformation as an opportunity Integrating artificial intelligence into online and in-store sales is crucial for premium brands. They have to do justice to the digitally savvy Gen Z in their advertising and sales strategies.   4. Growth of the middle class and global premium brands Improved living standards and economic growth are expanding the global middle class. This benefits the premium brands. It leads to more demand for exclusive products and services.     Interested in learning more about investment chances? https://lnkd.in/er35w3ET #premiumbrands #investment #internationalsingermany #expatsingermany #wealthbuilding #kevinhudelfinancialconsulting