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Marketing in China

Marketing in China. Presentation Outline General Market information Cultural aspect --Quo Qing. Chinese Market. Large population (1.2 billion) Third largest economy (after purchasing power adjustment) Can spend 80% of their income

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Marketing in China

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  1. Marketing in China Presentation Outline • General Market information • Cultural aspect --Quo Qing

  2. Chinese Market • Large population (1.2 billion) • Third largest economy (after purchasing power adjustment) • Can spend 80% of their income • consumer spending grows by 10% per year in urban households and 8% in agricultural households.

  3. Rejoice shampoo ($20 RMB --25% of average weekly income), few alternatives • Less prospectus time--4 status symbol • bicycle, watch, sewing machine, and radio • Now six da jian (six “big things”) • VCR, TV, washing machine, cameras, refrigerator, and electric fan. • Tendency to big more luxurious items in big cities

  4. Guo Qing • Means “national characteristics” or “country’s special circumstances” • Deng Xiaoping issued a directive in 1994 • “western cultures and ideas should be adopted only if they fit guo qing. Good ideas applicable in China should be promoted; corrupted and inapplicable ideas should be discarded.”

  5. Consumer Behaviors General Rule: • Never make a purchase until you have compared three shops • Beijing Lufthansa Shopping center --daily visitors of 120,000 • Superstitious and Name recognition • Examples: • Manufacturer of a kitchen-equipment tries different names: Red Star, Treasure, Prosperity- BOSS

  6. Coca-Cola: • In 1920s, sounded like “kou-ke-kou-la” (means “ a thirsty mouth and a mouth of candle wax”) • Now: “ke-kou-ke-le” meaning “a joyful taste and happiness” • Revlon: • “lu-hau-nong” meaning “the fragrance of the flowers with morning dew” -- related to a poem in Tang dynasty (best known for its poem). • Pizza Hut • “sure win guest”

  7. Strategies for Marketers • Simple, direct approach works best • direct communication imperatives for product are: What is it, What is it called? What can it do? Where can a consumer find it? How much it cost? • Curiosity factor

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