China's Super Consumers: What 1 Billion Customers Want and How to Sell it to Them
Savio Chan, Michael Zakkour
Chinese Consumers are Changing The World – Understand Them and Sell To Them
China has transformed itself from a feudal economy in the 19th century, to Mao and Communism in the 20th century, to the largest consumer market in the world by the early 21st century. China's Super Consumers explores the extraordinary birth of consumerism in China and explains who these super consumers are. China's Super Consumers offers an in-depth explanation of what's inside the minds of Chinese consumers and explores what they buy, where they buy, how they buy, and most importantly why they buy.
The book is filled with real-world stories of the foreign and domestic companies, leading brands, and top executives who have succeeded in selling to this burgeoning marketplace. This remarkable book also takes you inside the boardrooms of the people who understand Chinese consumers and have had success in the Chinese market.
- A hands-on resource for succeeding in the Chinese marketplace
- Filled with real-world stories of companies who have made an impact in China
- Discover what the Chinese consumer wants and how to deliver the goods
- Written by Savio Chan and Michael Zakkour, two leading experts on the Chinese market
This book is an invaluable resource for anyone who wants a clear understanding of how China's Super Consumers are changing the world and how to sell to them.
are not monoliths. We approach China as 22 distinct markets. (More on that in later chapters.) As a start, consider that China is continental in size and is quite diverse in climate, geography, cultural influences, language, food, esthetic values, and spiritual beliefs. Now factor in China's collective memory. Over the course of 4,000 years of civilization, the Chinese have seen and been many things: sometimes powerful and sometimes weak, wealthy and poor, an occupying power, and an occupied
fore, they helped launch the Chinese super consumer era. Now, they are at the forefront of taking this phenomenon global. “The Chinese government expects to issue 200 million new passports in the next ten years,” says Christine Lu, cofounder and CEO of Affinity China, a company focused on Chinese global travelers seeking exclusive experiences. “There are already about 80–90 million Chinese passports. China going global has and will continue to disrupt the hospitality industry, global retail,
brands, and manufacturers must be increasingly savvy in their responses to consumer desires by rethinking the potential of this channel. Lifestyle stores and brands that originated in the West have realized the upside to extending their brands in China into products for which they were not initially known. Ralph Lauren, for instance, was an early mover in lifestyle. It presented its brand's rootedness in the world of White Anglo-Saxon Protestant wealth and lifestyle, and then expanded from
purchases. Further, with price comparisons easier to make on the Internet, they may become smarter still. For example, today, 48 percent of Chinese consumers seek value for money as one of their top five considerations when purchasing a mobile phone, compared with 20 percent in 2009. Not only will the Chinese super consumer continue to perform serious due diligence, but he or she will have more tools with which to work—and the in-store point of sale will likely experience some decline. In the
culture, and indulgence played a part in the first store's success. “At first women were bringing their tailors in and having them copy the designs on display. The tailors were charging the women about 100 RMB for custom wear. We saw this happening and allowed it. The tailors could not produce the garments correctly. We were charging 150 RMB and the garment was perfect. Slowly we convinced them that we were the experts in maternity wear and we could make them look great at a great price. This was