Marketing In ChinaA review of Culture, Trends, and Strategies for non-Chinese

Brands.

Table of Contents

China’s Market 3 E-Commerce & M-Commerce 101

Marketing Differences in China 9 Social Media in China 118

Chinese vs. Western Companies 13 Chinese Culture in Marketing 130

How to Target Chinese Companies 24 Targeting Chinese Markets 141

Communication to Chinese Businesses

51 Works Cited 156

Strategies for the Chinese Market 88

Targeting Chinese MarketsAn overview of possible market segmentations in China.

Targeting Your Market:Demographically & Geographically-

Since the Eastern part of China is more developed than the western part, marketers often segment the Chinese market into four tiers of cities

The further that consumers live from top-tier cities the higher demand they have for new brands

Targeting Your Market:City Tiers-

Tier 1 Cities•Beijing, Shanghai, Guangzhou, and Shenzhen

•Highest level of income•35 million people in total

Tier 2 Cities•Mainly provincial capitals and other major cities

•Mid level of income•More than 115 million in population

Tier 3 Cities•Lower level of income•Greatest overall population

Compiled from authors at blog.btrax.com

Targeting Your Market:The Frugal & Retired-

Mainly born before the 1960s

Most grew up in tough political and economic times, did not receive systematic education, and worked at state-owned enterprises

Their difficult childhood environments made these individuals frugal and sensitive toward consumer prices

Targeting Your Market:Consumers in their Thirties-

Well-educated and grew up in a more open environment than their parents

They pursue value and quality rather than low prices

These individuals will become the most important consumers in the next decade- purchasing for their parents, children, and themselves

Targeting Your Market:The One-Child Generations-

The “young” generation of China refers to those born after the 1980s during the one-child policy

With no siblings, these children grow up doted on by their families

Images from Google Images

Targeting Your Market:The Affluent-

More than 1 million Chinese are considered affluent with assets over $1.5 million

Affluent consumers are generally 20-60 years old and are fairly concentrated in large urban areas

They are successful entrepreneurs, top managers, and business owners

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: contact@mcusa.co

www.mediacontactusa.com

Works Cited

"10 Growing Trends for the Chinese Consumer." CNBC. N.p., 28 July 2011. Web. 28 Jan. 2016. <http://www.cnbc.com/2011/07/28/10-Growing-Trends-for-the-Chinese-Consumer.html?slide=11>.

Cecilia. "China Online Shopping Accounted for over 10% of Total Retail in Q1 2015." China Internet Watch. Incitez Pte. Ltd., 17 June 2015. Web. 28 Jan. 2016. <http://www.chinainternetwatch.com/13444/online-shopping-q1-2015/>.

"Chinese Lucky Numbers And Unlucky Numbers." China Travel. China Highlights International Travel Service Co., Ltd, 14 Oct. 2015. Web. 28 Jan. 2016. <http://www.chinatravel.com/facts/chinese-lucky-numbers.htm>.

"Chinese Meaning of Numbers." Www.whats-your-sign.com. N.p., n.d. Web. 28 Jan. 2016. <http://www.whats-your-sign.com/chinese-meaning-of-numbers.html>.

Gao, Kane. "Avoiding Insult and Injury when Using Color in China." Illuminant. Illuminant (HK) Limited, 17 Jan. 2011. Web. 28 Jan. 2016. <http://www.illuminantpartners.com/2011/01/17/color/>.

Harrison, Matthew, and Mark Hedley. "Marketing and Selling to Chinese Businesses." B2B International. N.p., n.d. Web. 28 Jan. 2016. <https://www.b2binternational.com/publications/chinese-marketing-selling/>.

Jacob. "Color Symbolism in Chinese Culture: What Do Traditional Chinese Colors Mean?"Color-Meanings.com. N.p., n.d. Web. 28 Jan. 2016. <http://www.color-meanings.com/color-symbolism-in-chinese-culture-what-do-traditional-chinese-colors-mean/>.

Kemp, Simon. "Marketing in China: a Five-step Guide | Media Network | The Guardian." The Guardian. N.p., 6 Oct. 2015. Web. 28 Jan. 2016. <http://www.theguardian.com/media-network/2015/oct/06/marketing-china-social-media-consumers>.

Li, Xunshu. "Find Your Target Customer in China." Freshtrax. Btrax, n.d. Web. 28 Jan. 2016. <http://blog.btrax.com/en/2015/08/03/find-your-target-customer-in-china/>.

Magni, Max, and Yuval Atsmon. "The Power of Word-of-Mouth in China." Harvard Business Review. Harvard Business Publishing, 30 Apr. 2010. Web. 28 Jan. 2016. <https://hbr.org/2010/04/the-power-of-word-of-mouth-in/>.

Olivier. "5 Best Social Media Marketing Strategies for Brands in China." Marketing China. N.p., 5 Oct. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/5-best-social-media-marketing-strategies-for-brands-in-china/>.

Olivier. "5 Business Tips for Search Engine Marketing in China." Marketing China. Gentlemen Marketing Agency, 17 Sept. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/5-business-tips-for-search-engine-marketing-in-china/>.

Works Cited

Olivier. "Five Ways Social Media is Different in China." Marketing China. Gentlemen Marketing Agency, 14 Sept. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/five-ways-social-media-is-different-in-china/>.

Olivier. "Storytelling is Your Best Marketing Option in China." Marketing China. Gentlemen Marketing Agency, 22 July 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/storytelling-is-your-best-marketing-option-in-china/>.

On Marketing. "The Biggest Mistakes Most U.S. Marketers Make In China--And How Some Are Learning From Them." Forbes CMO Network. N.p., 4 Mar. 2013. Web. 28 Jan. 2016. <http://www.forbes.com/sites/onmarketing/2013/03/04/the-biggest-mistakes-most-u-s-marketers-make-in-china-and-how-some-are-learning-from-them/#4b8a6c8d4805>.

Philip. "10 Mistakes to Avoid in E-Commerce in China." Marketing China. Gentlemen Marketing Agency, 22 Nov. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/10-mistakes-to-avoid-in-e-commerce-in-china/>.

Philip. "Social Media in China : 7 Main Differences with Western Countries." Marketing China. Gentlemen Marketing Agency, 19 Oct. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/social-media-in-china-7-main-differences-with-western-countries/>.

PYMNTS. "China’s M-Commerce Spending Sees Boost In 2015." PYMNTS.com. 1st in Media, LCC, 31 July 2015. Web. 28 Jan. 2016. <http://www.pymnts.com/news/2015/chinas-m-commerce-spending-sees-boost-in-2015/>.

Qiu, Yujun. "Understanding Chinese Consumers." China Business Review. US-China Business Council, 1 July 2011. Web. 28 Jan. 2016. <http://www.chinabusinessreview.com/understanding-chinese-consumers/>.

Sorin, Kay. "Brands Entering Chinese Market Must Appeal to Unique Preferences - Research."Luxury Daily. N.p., 8 June 2015. Web. 28 Jan. 2016. <http://www.luxurydaily.com/brands-entering-chinese-market-must-appeal-to-unique-preferences/>.

Waring, Joseph. "China’s M-commerce to Account for Half of Online Sales Next Year." Mobile World Live. GSM Association, 7 Aug. 2015. Web. 28 Jan. 2016. <http://www.mobileworldlive.com/asia/asia-news/mobile-to-account-for-more-than-half-of-chinas-online-sales-next-year/>.

Warren-Gash, Christopher. "Want To Capitalize On China? You Better Have Good Guanxi."Forbes Entrepreneurs. N.p., 8 Feb. 2015. Web. 28 Jan. 2016. <http://www.forbes.com/sites/languatica/2012/03/15/want-to-capitalize-on-china-you-better-have-good-guanxi/#2715e4857a0b2a147093af4b>.

Wu, Annie. "China Public Holidays, Calendars of China Holidays and Festivals in 2015, 2016."China Highlights. N.p., 22 Jan. 2016. Web. 28 Jan. 2016. <http://www.chinahighlights.com/festivals/china-public-holiday.htm>.