Key Messages
Understanding Chinese Consumers: How To Tap Into The World’S Largest Market
Reaching the world’s biggest consumer market in China is no easy feat, and understanding the Chinese consumers is key to success.
In order to achieve that, you need to be aware of what sets them apart from Western consumers, as well as how e-commerce has opened up a huge opportunity for targeting such an immense base.
You also need to understand the nuances of marketing for Chinese consumers, which involves more than simply attracting individuals – it exists within a larger network of relationships.
Finally, there are also ways in which marketers from the West can target nearly 200 million Chinese customers without even having a physical presence in their country!
By following these steps and truly understanding how to reach this massive market, you’ll have a much better chance at success.
What Foreign Companies Need To Know Before Selling Products In Chinese Department Stores And Malls
It’s no secret that business opportunities in China are numerous, but foreign firms must be aware of the significant differences between Chinese and Western retail structure.
In the United States and other Western countries, department stores are the merchants who purchase inventory and do their own merchandising.
However, in China, department stores act as landlords to retail brands that rent space on a floor of their store.
This means that foreign companies must have experience as retailers to successfully break into the Chinese market – something unfamiliar for many foreign entrepreneurs.
In addition to these structural differences, there is also cultural distinction when it comes to what sells well in Chinese malls – apparel, footwear, accessories tend to perform exceptionally well while electronics often fall flat.
This likely reflects a trend towards traditional shopping habits amongst young mall-goers seeking items like clothing to help them express their identity.
Ultimately, retail opportunities in China present an exciting chance for foreign firms looking to do business there.
It is important however that they understand how different retail looks on the other side of the world so they can be sure to make a successful transaction.
The Rapid Rise Of E-Commerce In China: Challenges And Opportunities For American Businesses
It’s true that China is becoming an increasingly influential force in the world of e-commerce.
China now has more online shoppers than the United States has inhabitants, and they make 8.4 purchases per month compared to just 5.2 in the United States, 4.3 in the United Kingdom and 2.9 in Germany!
Alibaba, the world’s largest e-commerce company, has a hand in 80 percent of all online purchases in China, thanks to its platform called Tmall where 135,000 foreign and Chinese brands sell directly to 600 million Chinese consumers.
Furthermore, 50 percent of Chinese consumers prefer American products to their Chinese equivalents which means American brands can often sell their products at a premium – making it clear why China has surpassed the United States as the biggest and most important e-commerce market on Earth!
Foreign Companies Must Adapt Their Supply Chain Strategies For China To Succeed In The Largest Consumer Market In The World
Foreign companies who want to stay competitive in the Chinese market need to think out of the box and come up with a strategy that’s tailored for that particular region.
The luxury Italian apparel firm, Ermenegildo Zegna, is one such example.
They managed to become the best-selling men’s clothing line in China by taking a meticulous approach and incorporating best practices across all six megaprocesses of their supply chain.
The firm proceeded patiently, gradually opening stores and building its brand identity over time whilst emphasizing product quality and service excellence.
This careful planning allowed them to achieve a five-fold increase in revenue over just three years!
Other companies grapple with issues stemming from poor quality products or unpredictable supplies.
To avoid these problems, they must answer questions related to procurement, IT and managing supplier relationships; assess whether their human capital and technology are fit for the Chinese context; and determine metrics for measuring success.
All these measures must be taken seriously if foreign companies are to succeed in this market – careful planning and strategy is key!
Breaking Down China’S Unique Approach To Branding And Marketing
When it comes to effective marketing in China, it is essential to choose the right approach for different markets.
Branding and messaging tailored to these distinct markets should focus on reliability, benefits and value when targeting emerging markets, and customer relationships and emotional connections when targeting developed ones.
For instance, Lenovo targets different types of Chinese markets with distinct branding strategies.
In mature markets, they are branded as international goods with English logos and high price points; in developing markets such as small cities, villages or rural communities they stick strictly to Chinese logos and ads.
Creative approaches also varies between Western and Chinese advertising: the former focuses primarily on individual values like self-image while the latter emphasizes collective cultural values such as harmony, happiness and prestige.
Ultimately, for Chinese consumers what matters most is approval from their peers – this makes it vital for companies to tailor their ad campaigns to market segments that appeal collectively if they wish to be successful in China.
How Companies Can Tap Into The Growing Demand For Luxury Goods Among Chinese Middle-Class Consumers
When you think of Chinese luxury consumers, it’s important to understand that they don’t all have the same needs and preferences.
They fall into three distinct groups, each with its own unique set of desires.
The first is the Chinese nouveau riche, who are the business and political elite who have amassed considerable wealth in the last two decades.
For this group, luxurious material goods aren’t as appealing as they used to be; instead, they crave exclusive experiences like limited-access movie premieres or special courtside basketball game seats.
Next we have the gifting group – a hugely significant segment due to gift giving being so essential to Chinese culture.
These purchasers buy luxury items on an enormous scale both domestically and overseas as a way to add to their social standing – price is not a major factor here because these purchases are part of an investment in social capital.
Explosion In Chinese Tourism Creates Opportunities For Foreign Real Estate Markets
Travel and real estate companies have a lucrative opportunity in Chinese tourists.
With the Chinese government allowing its citizens to travel to a remarkable array of countries, over 100 million are estimated to have gone beyond their borders by 2014, and this number is likely to balloon even further.
Furthermore, these travelers come armed with tight budgets but big spending plans — an average expenditure of about $7,000 for each person per trip.
Those opting for group tours often expect nothing but the best, hoping for luxurious accommodation and itineraries.
As their foreign travel experience increases, more and more wealthy Chinese individuals are turning their liquid assets into foreign real estate purchases.
That’s why Chinese citizens dominate the luxury market in cities like New York and Los Angeles; 35 percent of Sotheby’s total real estate sales were attributed to them in 2014 alone.
All these aspects demonstrate just how much potential lies in the current generation of Chinese tourists — one that all travel and realestate companies should be taking advantage of.
Wrap Up
The final takeaway from China’s Super Consumers book is that the Chinese market holds incredible potential for foreign businesses, but they must take the time to understand their target consumers.
Companies need to spend time researching and understanding the motivations behind Chinese consumers and their purchasing habits in order to succeed.
Ultimately, if you’re willing to work hard and put in the effort, there are tremendous rewards that await those who can unlock the potential of this massive market.
