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Lecture 6:Regional Segments of Consumer

Market in China

Introduction

• China as a consumer society• The biggest of the Big Emerging Markets (BEMs)• Attracted Multinational Corporations from

around the world.• Perception of a single market and homogeneous

consumers• Problems in Assessment of demand and marketing

strategies.

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The biggest “single” market?

• China's population is 1.28 billion,• The Chinese language.• Population density high in the East• GDP reached RMB24,662 billion in 2007• MNCs of mass fast moving consumer goods

(FMCGs) such as Coca-Cola and Avon• Retail market RMB4.93trn in 2007• “If every Chinese buys one of our products, ....”• A growing number of MNCs profitable

Misconceptions about China

• The China Syndrome

• Big and Homogeneous, Reinforced by Decades of Communist Rule

• Speak the same language

• Common cultural heritage

• Uniform lifestyles

• Rapid economic growth

• Surging consumer purchasing power and demand for Western products

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In Search of the Chinese consumer

• GNP per capita was $681 in 1996 and to nearlydouble in 2005 (now US$4250 in 2010)

• Consumer are pragmatic and plan carefully• Most Chinese are rather value conscious.• China is still a developing country and hardly a single

market• Multicultural and multi-ethnic, regional disparities

and protectionism• Regional differences in economic development,

infrastructure, distribution consumer purchasing power, language (dialects) and culture, and lifestyles

Realities in China• Large areas of different topographic

characteristics, from coast areas, flat plains, basins, deserts to plateaus and mountains,

• Regional disparities in economic and market development, based on the sequence of opening and historical development

• Multicultural Consumer Groups• Coastal (opened first) vs. Interior• Four worlds of China:• Three or four tiers of markets/cities

– First: BJ, SH, GZ, SZ– Second: QD, HZ, NJ, TJ, CQ, DLetc. – Third: JN, SJZ,

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Urban (vs.) Rural Disparity

• Urban (heavy investment) vs. Rural Differences– Concentrations of resources and infrastructure development

in urban area• Edu., health care, transportation, etc..

– Urban income is nearly 3 times as much

– Concentration of purchasing power

– Even within cities, there are great disparities

• Household registration system (hukou), lack of freedom to move, or access to services

Annual Per Capita Living Expenditure of Urban and Rural Households (Yuan)

Year1989 1997 2002 2003

Urban 1211 4186 6030 6511

Rural 515 1617 1834 1943

Ratio 2.351 2.589 3.288 3.351

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Implications for Marketing

• Overestimated the Demand, Underestimated Competition (Davies, 1994)

• Capacity Building, Aggressive Expansion, Overshooting Local Demand, especially during the early days of opening, e.g., Yaohan Dept. Store

• Under-estimating the cost of doing business and competition (copy cats)

• Short of Critical Mass, Cost Containment, and Lackluster Performance

• Unsustainable growth pattern

China's Regional Markets

• Historical Development, Physical Proximity, Cultural Similarity -"Natural Markets"

• Resource Endowment, Economic Disparity, and Government Policy

• Consumer Spending Power, Language, and Culture, Lifestyles

• Several Segmentation Studies: Ariga, Yasue And Wen, 1997; Sum, 1997

• Twelve Nations of China (Swanson, 1989, 1998, Cui 1999)

• Growth, Emerging and Untapped Markets (Figure 1) from Cui & Liu (2000).

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China's Eight Regional Markets

– South China

– East China

– North China

– Northeast China

– Central China

– Southwest China

– Northwest China

– West China

Regional Markets of China

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Growth markets• "Regional markets in the South and East represent China's "growth

markets". • They are more advanced in economic development and have more affluent

consumers than hinterland provinces. • South China (Hua-nan) includes Guangdong, Fujian, and Hainan

Provinces (Figure 1). This regional economy was the first to attract foreign investment with its four original special economic zones (SEZs), and become the most outward-oriented. In recent years, it has embarked on transforming itself from labor-intensive operations to high tech manufacturing.

• Guangdong has become more integrated with the economy of Hong Kong, presenting the “Lingnan culture”.

• Fujian has many investors from Taiwan, and is renewing its ties with the island.

• This region also represents the culture of the South, i.e. Min-Yue Culture, with plenty of contact with the outside world and great emphasis on mercantile entrepreneurship. Each province has its own main dialect, Cantonese and Fukienese. Consumers in this area, about 7 percent of the country's population, are among the most prosperous in China. Close to Hong Kong and Taiwan, they have long been exposed to foreign products and tend to emphasize conspicuous consumption (Ariga et al., 1997).

Growth markets

• East China (Hua-dong), around the mouth of the Yangtze River, consists of the municipality of Shanghai and the provinces of Zhejiang and Jiangsu (Figure 1).

• This regional market is densely populated and highly urbanized. • The most prosperous in Chinese history, this region is productive in both

agriculture and industries. In recent years, it has become China's industrial powerhouse, boasting 30 percent of the country's industrial output (Batson, 1996). The delta area is also sprawling with medium-size cities such as Wuxi and Suzhou that specialize in textile and light industry manufacturing.

• Known as the "head of the dragon," Shanghai is the industrial and financial center of China and the gateway to the 200 million consumers in East China. Shanghai is also the regional cultural nucleus, representing the "Hai-pai" culture, well-known for having the best amenities and products for enhancing the quality of life. Consumers in this regional market are the most innovative and cosmopolitan, setting trends in fashion and lifestyles.

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"Emerging markets" • North China (Hua-bei), including Beijing, Tianjin, and the

provinces of Hebei and Shandong, historically has been the geopolitical base of this country (Figure 1). This regional economy has been growing fast over the last few years and attracted investment from many countries (Batson, 1996).

• Close to the center, with access to key government agencies, this region is making tremendous investment in industries such as telecommunications, computer technology, and pharmaceuticals (Child and Stewart, 1997). With a number of port cities, this regional economy is increasingly open.

• Shandong is the biggest agricultural province in China and has some of the best township enterprises in China.

• Beijing as the nation's capital also represents the culture of North China - the Jing-pai culture - attaching great value to the Confucian doctrines of hierarchy, stability and control. Consumers here are relatively conservative and emphasize intrinsic satisfaction, yet are still open to new product ideas (Ariga et al., 1997).

"Emerging markets"• Central China (Zhong-yuan) includes the provinces of Henan,

Hubei, Hunan, Jiangxi and Anhui, is the heartland of China with heavy emphasis on agriculture (Figure 1). The perennial flood and drought pose a great threat to its natural resources, and make some parts of the region the most impoverished in the country. Despite its industrial base, this region is relatively less developed due to its landlocked location. In recent years, these provinces have been trying to energize their economies and catch up with coastal areas.

• Headed by the industrial city of Wuhan, they have shown more respectable growth than in the past and emerged as an excellent opportunity for foreign investment. This region also has diverse local cultures in dialects, cuisine, and operative styles, etc. With limited purchasing power, consumers in this region largely follow the trends in major metropolitan and coastal areas.

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Southwest China (Xi-nan),

• including Yunan, Guizhou, Guangxi and the most populous province of Sichuan (over 110 million people), has always been of interest to foreign companies (Figure 1). Despite its industrial output and tremendous population, most foreign firms find the consumer market there sluggish (Batson, 1996).

• The topography of plateau and basin makes this region closed-in and less accessible. Headed by the new municipality of Chongqing, this region is expanding its economic base to develop various industries. Its subtropical forest in the far south is as exotic as the Shangri-La, attracting a huge influx of tourists every year. With rich endowment of natural resources and better transportation infrastructure, this region has great potential as both a manufacturing base and a consumer market. Many of the country's ethnic minorities reside in this area, making it the most culturally diverse region of the country. Relatively isolated from other parts of China, consumers have a slow pace of life and are less exposed to foreign goods.

Northeast• remain the "untapped markets", still waiting to be explored by

foreign firms. Northeast China (Dong-bei) refers to the three provinces of Heilongjiang, Jilin and Liaoning, with the port city of Dalian. This region emphasizes heavy industries such as mining, automobile and machinery manufacturing found in its old industrial cities.

• In the far north of China, this region has the longest winter, limited agricultural output, and little variety in food products.

• As the "rust belt" of the country, this regional economy has been slow in reforming its economy and state-owned enterprise. People here are still struggling with the remnants of the command economy and have been slow in reaping the benefits of reforms. Manchurian and Koreans are the biggest ethnic minorities in the region and have great impact on local cultures.

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Northwest China• (Xi-bei) includes Shanxi, Shan'xi, Inner Mongolia, Gansu,

Ningxia, Xinjiang, Qinghai and Tibet. Among the high mountains and expanding desert, this region has the largest geographic area yet limited arable land and industrial output. The "Empty Quarter" of the Far West, sparsely populated and the least accessible, is relatively backward and poor (Barnett, 1993).

• Xi'an, the nation's ancient capital and a tourist hot spot, is the cultural capital of the region. Mongolians, Muslims, and Tibetans are the major ethnic minorities in the autonomous regions. To close the gap between the interior and the coastal areas, central government has launched a "Fupin" (help the poor) campaign and encouraged more investment in this region. Foreign investors have been given the same privileges previously available only in coastal areas and access to industry sectors restricted in other regions (Verma, 1995).

Method

• 1997 Gallup National Survey of Chinese Consumers

• Pure Probability Sample, National Coverage

• Professional Staff, hour-long in-home Interviews, 400 Questions

• Demographic, Psychographics, Lifestyles, Media, Consumption Patterns

• Urban Consumers: N=1620 (41 Cities)

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Findings

• Statistically Significant Differences among Regions

• South China: Innovators, East China: Trend Setters, Yet Uncertain

• Emerging Markets: Conservative Followers Increasingly Attractive

• Untapped Markets: Relatively Backward and Poor

• Income Affect Regional Variations In Consumption Patterns

• Typographic, Seasonal and Cultural Factors

Discussion and marketing implications

• food items the most geographically relevant

• common household item show little regional differences

• discretionary products and income vary

• cosmetics -- climate and culture

• high ownership of traditional durable goods

• new products limited to coastal areas

• Guangzhou and Shanghai are early adopters and trendsetters

• air conditioners -- geographically relevant: climate, housing

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Implications of A Recent Study• Although Chinese consumers may prefer foreign brands,

domestic brands now occupy a bigger mind share of consumers, especially in the traditional durable goods.

• Although consumers in Beijing and Shanghai have more purchasing power, they are less likely to buy foreign brands, which may have lost their scarcity value, or because the status symbols have shifted to other product categories.

• In contrast, consumers in second tier cities like Xi’an and Chengdu have a stronger desire for foreign brands, which often have a bigger mind share among the local consumers.

• In the second tier markets and relatively new product categories where there are fewer domestic rivals, foreign brands seem to have a greater advantage.

• Thus, the second tier markets, which are repeating what had happened in the first tier cities years ago, represent the new opportunities for growth and expansion.

Foreign vs. Domestic Brands (Chan, Cui & Zhou 2009)

Table 2. Purchase Rate and Mind-share of Foreign Brand Non-durables across Cities

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More Marketing Implications• Target Markets, Demand Assessment, and Strategic

Planning• Product Introduction and Deferred but Gradual Expansion• First-tier vs. second-/third-tier cities

– Gome vs. Suning• Local Factors in Advertising, Promotion, and Distribution

– Values and beliefs– Advertising appeals– Promotional techniques

• Local Partnership -Push Strategy, Cost Containment, and Sustainable Growth

• Proprietary Practices vs. Local Adaptation and Benchmarks in BEMs

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Rapid Urbanization• First-tier cities:

– BJ, SH, GZ, SZ, – More developed, costly, and competitive

• Second-tier cities:– NJ, XM, HZ, TJ, CQ, ….– Emerging, reasonable cost, and opportunities

• Third-tier cities– Over 100– Underdeveloped,

• Small towns in rural areas?– Well, it depends on where? If you are closer to the city, that is a

different story!• http://shehui.v1.cn/sh/2010-9-28/1285639937548v.shtml

Discussion

• Marketing to a quarter of mankind

• Understanding the china's market structure

• Standardized approach to china ?

• Regionalism and inter-provincial rivalry

• Marketing strategy implications

• "Step by step, region by region"

• “Law of retail gravitation” towards major cities, butalready saturated and very competitive.

• “Plan nationally and act locally”