With the advent of the trysumers, a new wave of consumers who are willing to try just about anything, many companies are taking novel approaches to their brand and marketing strategies. First there was the flagship store, pop-up retail, and then tryvertising, but now a lot of companies are developing their own brand spaces.

Fast-food chain Ajisen (China) recently announced its entry into the high-end restaurant market by opening the first restaurant named Wakayama in the International Finance Center (IFC) of Hong Kong.

Anta Sports Products Limited, hand in hand with the Chinese Olympic Committee, held the Anta Award Clothing Release Ceremony for 2010 Olympic Winter Games, also as a farewell party for the Chinese athletes. The clothes shown in the ceremony were specially designed with the concept of "Chinese knot", to bestow good luck upon the athletes and to acknowledge traditional Chinese culture.

Motorola's recent launch of the Mobile Loyalty Solution, which it bills as part of its “mobile commerce platform,” demonstrates the company’s understanding of target customers’ needs. Many shoppers have been eagerly awaiting the day that shopping by mobile phone would become a reality. Thanks to Motorola's new service, which can be treated as either an extension of existing loyalty card programs or as the basis for new digital ones, those customers’ dreams have been fulfilled.

In this article, we give an overview of the white goods industry in China and identify the brand implementation strategies being used. We then discuss the importance of building brand strength in this growing market.

Recently, Colgate-Palmolive launched a new product called Colgate Sensitive Pro-Relief in China, aimed at the higher-end of the toothpaste market. Different from its rivals such as Yun Nan Bai Yao, Sensodyne or Pro Health from Crest, Colgate-Palmolive positioned this product as the first toothpaste of its kind to make use of Pro-Argin, a new technology clinically proven to deliver instant and lasting relief against tooth sensitivity.