The Shanghai-based brand stirring up the industry
“As a brand, you don’t necessarily need to appeal to everyone. Finding your niche is actually more effective,” explains Yishu Wang, associate creative director at Qumin, a creative agency that builds brands in China. “Also, China is a huge market. Defining the brand and having a clear brand messaging that is not necessarily about the product’s practicality is where brands can get ahead in this market. It helps the brand to find their audience and also helps the audience identify themselves with the brand.”
