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Market entry for HEISSS in the electronic music scene of China
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This work project explores strategies for the German electronic music brand HEISSS to enter
the Chinese market. It examines the unique challenges of cultural adaptation, regulatory
barriers, and operational complexities within China’s dynamic electronic music scene.
Leveraging qualitative interviews with local industry experts, the research identifies
opportunities in high-energy music genres, urban hubs like Shanghai, and digital marketing
platforms such as WeChat and Douyin. Strategic recommendations include a phased approach,
starting with licensing agreements, leveraging HEISSS’s Berlin brand identity, and
collaborating with local partners and influencers. This study provides actionable insights for
HEISSS and serves as a model for music brands entering China.
Descrição
Palavras-chave
Electronic music International expansion China market entry Entry mode Underground music culture