Customer relationships
MUJI brings its idea of a good life into membership
Seasonal gifts, simpler rules and local participation turn a brand promise into the details of everyday service in China.
Research
Customer relationships
Membership, communities and co-creation as ways to build a lasting place in people’s lives.
Retail & experience
At CHAGEE imagine, tea is the starting point. People are the story.
In the coastal community of Aranya, a tea brand experiments with what happens when a store leaves room for people to make it their own.
Market intelligence
What China’s marketing awards reveal about the changing work of brands
On Xiaohongshu, comments and product discovery are moving upstream into decisions about products, budgets and channels.
Brand publishing
Walmart’s newspaper turns the supply chain into a story
A free print publication in China makes sourcing, ingredients and product development part of the shopping experience.