Artur Kornienko

About Artur Kornienko

If you have an idea, he will put that in words and spread it.

Entries by Artur Kornienko

AirBnB Adjusts Its Strategy in China by Changing the Name

AirBnB Adjusts Its Strategy in China by Changing the Name

Western businesses have a notoriously bad track record of entering China. Some of them were burning through insane amounts of money while battling local rivals and eventually ceased operations (looking at you Uber). Others were simply banned. However, not all of them has given up on trying to make it. Sharing economy juggernaut AirBnB has announced recently that it is changing its name in China to “Aibiying” (爱彼迎), which can be translated to “welcome each other with love.”

Airbnb is committed to succeeding in China, and we now have a Chinese name, 爱彼迎 (Aibiying), which means “to welcome each […] Read more

Expensive Taste. How Did Louis Vuitton Become #1 Luxury Brand in China?

Expensive Taste. How Did Louis Vuitton Become #1 Luxury Brand in China?

We all know that China is a lucrative market for every international brand. But what does it mean for the fashion industry? Here is a number for you: Chinese luxury demand accounts almost for the 20% of global spend on fancy items. Not bad right? No wonder that there is an on-going battle between word’s best fashion houses over this piece of the pie. French luxury goods maker Louis Vuitton was first foreign brand to ever set foot there. Today we are going to see what other factors contributed towards company’s huge success.

[…] Read more

Can Hreflang Solve All Your Geo-Targeting Issues?

Can Hreflang Solve All Your Geo-Targeting Issues?

First things first. What the heck is Hreflang tag, otherwise known as the “link rel alternate” tag, anyway? The short answer is: it tells search engines the relation between different language/country versions, so the they can serve result to users searching in that language/country. If you want to dig more into the topic, Moz did quite a comprehensive post about it. However, we are here today not to give you a lecture on Hreflang 101 but to bust one popular myth: “Is it true that Hreflang ultimately solves all geo-targeting issues?” *Spoiler alert* It does not!

[…] Read more

Power of the Print. Why catalog is IKEA’s #1 marketing tool?

Power of the Print. Why catalog is IKEA’s #1 marketing tool?

The IKEA catalog is the main marketing tool of the Swedish retailer. Around 70% of the annual marketing budget is spent on the catalog alone. It is produced in 38 different editions, 17 languages for 28 countries. In Europe the catalog reaches around 200 million people every year. These are quite impressive figures. The question is, how did it become such a marketing success? Let’s investigate.

[…] Read more

IKEA’s Guide on How to Make in China

IKEA’s Guide on How to Make in China

IKEA. During the course of 73 years, blue and yellow giant made its way into most of the countries. Currently it has 392 stores around the globe. Impressive? It gets even better. Did you know that IKEA uses 1% of the world’s wood every year or that 1 out of 10 Europeans is conceived in an IKEA bed (wonder how did they count this). What is more interesting, is how Swedish retailer executed its foreign operations. However, IKEA’s entry to China is of particular interest. Although, there were many factors that contributed to IKEA’s success, we have pinpointed […] Read more

Why Do Swiss Customers Look for Audi in Germany?

Why Do Swiss Customers Look for Audi in Germany?

When you are searching for some product on the web you want locally-relevant page to appear in your search results. If you live in Switzerland you have little use of the German page, although you speak the language. Audi uses country code top-level domains (ccTLD) to target different countries. However, It appears that the German version performs better in Switzerland for multiple queries like:

[…] Read more

Seznam’s New Search Algorithm Update – Page Quality

Seznam’s New Search Algorithm Update – Page Quality

Those not living in the Czech Republic might not be familiar with the local search engine Seznam. Launched in 1996, Seznam is the Czech digital Giant offering email services and running sister websites on real-estate, online maps, job listings and other social and ecommerce related content. It is the second most used search engine in the Czech Republic just after Google, covering 31% of all online queries.

[…] Read more