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China represents the land of opportunity for most every marketer, if only for the massive size of its consumer base. Given its relative newness to media and marketing, it is also a market less fettered by the traditional ways of doing things. For example, mobile and social are not merely ascendant there—they are solidly the dominant vehicle for media consumption.
For the 28 airlines that belong to the Star Alliance network—whose members include Air China, Shenzhen Airlines and EVA Air, as well as founding giants United and Lufthansa—China "remains important as an international frequent-traveler market," says Mark Davies, Star Alliance director of loyalty and marketing.
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