This lesson explores how the Crocs brand has successfully adapted its marketing strategy to appeal to China's Gen Z.
Match the words with their definitions by clicking on them. **Words** are highlighted in **blue**; **Definitions** are highlighted in **green**.
Read the text below about Crocs' success and answer the questions that follow. **Tap or click on the bolded words to see their definitions**.
While brands like Nike are struggling in China, a less likely American brand is thriving: Crocs. Their recent growth in the Chinese market has been remarkable, while their North American revenue has declined.
The key to their success is their ability to understand China's Gen Z, one of the most lucrative consumer segments. They've adapted their global slogan and tapped into the younger generation's desire for self-expression.
By featuring local celebrity endorsers and working with Chinese designers like Feng Chen Wang, Crocs has also managed to downplay its American roots, a clever move given the current geopolitical climate.
This ability to adapt to local culture and tastes has been a game changer for the brand, proving that listening to consumers is more important than having a loud, Western voice.
1. Nike's quarterly sales in China have fallen.
2. Crocs' slogan for China means "born to be free."
3. The brand uses well-known American celebrities to promote its products in China.
4. Jibbitz allow consumers to customize their Crocs.
5. KFC has fewer stores in China than in the US.
**Instructions:** Click on a word from the word bank, then click on a gap to fill it. To remove a word, just click on the gap again.
1. Crocs has China's Gen Z by understanding their desires for self-expression.
2. The brand's new collaborations with Chinese designers are seen as a product.
3. Many American brands are struggling in China due to local competition.
4. Crocs has avoided being loud and has instead chosen to and adapt.
5. The company has the spotlight away from its American origins.
**Instructions:** Change the word in brackets where necessary to complete the sentences.
In English, we often change the form of a word (e.g., from a verb to a noun or vice-versa) to fit a sentence. For example, the verb to **grow** becomes the noun **growth**, or the verb to **succeed** becomes the noun **success**. In business, this is very common!
1. The new campaign aims to increase consumer (aware).
2. The company's recent (collaborate) with a local designer was very successful.
3. This new product is a (signify) factor in the company's turnaround.
4. Crocs' strategy in China is a perfect (demonstrate) of smart marketing.
5. The brand wants to (influence) young consumers to express themselves.