International marketing china
The third in a series of special reports on operations and strategy in China
Special Report
Selling in
China
http://www.bcg.com • http://knowledge.wharton.upenn.edu
Contents
Selling in China
China’s 1.3 billion consumers are at a crossroads. They are embracing new economic ideas and habits, and devouring goods that have long been unavailable, unaffordable or forbidden. At the same time, they are part of a culture and an economic system that remain quite different from those of developed countries.
In this special report, experts from Wharton and Boston Consulting Group offer insights on how Chinese consumers are evolving as the market develops; what companies need to know about navigating China’s convoluted sales and distribution systems; and the advantages emerging Chinese companies have over Western competitors, even as these firms face their own difficulties in entering the global marketplace. Also, Deepak Advani, chief marketing officer of Lenovo, and Hal Sirkin, senior vice president at BCG, discuss the advantages of tailoring products and messages to local markets in China
One Billion, Three Hundred Million: The New Chinese Consumer
1
Despite rapid urbanization and the emergence of a strong, status-conscious middle class, experts from Boston
Consulting Group and Wharton point out that China is still “a country of extremes,” where it pays to understand the differing habits and mindsets of the rich and poor, as well as the subtleties of consumer rationales for trading up and down when making purchases.
Navigating the Labyrinth: Sales and Distribution in Today’s China
6
Experts from Wharton and Boston Consulting Group say that firms should not underestimate the skills they will need to navigate the labyrinthine networks of state-owned distribution companies and small, private wholesalers in China
— particularly as they try to expand outside the country’s largest 30 or 40 cities into its 500-plus other large
Special Report
Selling in
China
http://www.bcg.com • http://knowledge.wharton.upenn.edu
Contents
Selling in China
China’s 1.3 billion consumers are at a crossroads. They are embracing new economic ideas and habits, and devouring goods that have long been unavailable, unaffordable or forbidden. At the same time, they are part of a culture and an economic system that remain quite different from those of developed countries.
In this special report, experts from Wharton and Boston Consulting Group offer insights on how Chinese consumers are evolving as the market develops; what companies need to know about navigating China’s convoluted sales and distribution systems; and the advantages emerging Chinese companies have over Western competitors, even as these firms face their own difficulties in entering the global marketplace. Also, Deepak Advani, chief marketing officer of Lenovo, and Hal Sirkin, senior vice president at BCG, discuss the advantages of tailoring products and messages to local markets in China
One Billion, Three Hundred Million: The New Chinese Consumer
1
Despite rapid urbanization and the emergence of a strong, status-conscious middle class, experts from Boston
Consulting Group and Wharton point out that China is still “a country of extremes,” where it pays to understand the differing habits and mindsets of the rich and poor, as well as the subtleties of consumer rationales for trading up and down when making purchases.
Navigating the Labyrinth: Sales and Distribution in Today’s China
6
Experts from Wharton and Boston Consulting Group say that firms should not underestimate the skills they will need to navigate the labyrinthine networks of state-owned distribution companies and small, private wholesalers in China
— particularly as they try to expand outside the country’s largest 30 or 40 cities into its 500-plus other large