The Glow of 24-Karat Gold Jewelry
This article talks about the appeal of a specific style and color of 24-karat gold in the Chinese market and how Lao Feng Xiang believes it can spread that appeal to western markets. The Shanghai-based gold company recently opened its first store in the United States last year. A company spokesman reasoned, “I think if established foreign brands can penetrate the Chinese market, there is no reason why a Chinese brand cannot do the same.” The company is adapting to a broader audience in order to go beyond their current market by adding new merchandise.
Such a mentality is similar to our conversation during class about cascades in networks. Essentially, fashion and style follow the same model, and this follows closely with this Chinese gold company. The barrier between cultures and preferences can be illustrated by a network with large clusters. In order to spread this product, the company has to use the same strategies talked about in class. For example, they would have to introduce the non-adopters of this product to it or increase the quality of the product. By opening stores in foreign countries and changing their products based on these new customers, they are doing just that. Overall, Lao Feng Xiang has to reach a threshold in order to break the barrier between cultural preferences.
Source: http://www.nytimes.com/2015/11/23/fashion/the-glow-of-24-karat-gold-jewelry.html