The document discusses China's growing economic influence and diversity. It notes that China has the world's second largest economy, largest population at over 1.3 billion people, and is a major manufacturing and consumer market. While China is often portrayed as homogeneous, the document highlights its vast geographic, demographic, and economic diversity across its many cities and regions. It emphasizes that understanding Chinese consumers requires recognizing this diversity and their unique cultural customs.
7. China is BIG
CHINA
EUROPE
CHINA
= North America
+ South America
+ Australia + New Zealand
+ all Western Europe
Land Area as big as Europe.
5,000 years’ non-stop history
20% world population
8. China is DIVERSE 1/5
TIME ZONE
Official/
Geographically 1/248LAUNGUAGE / DIALETS
93%HAN
56 ethnic groups
12. 13
Mainland China
83.2% SOB
Taiwan
7.7% SOBHong Kong
9.1% SOB
Source: Global Sales, Strategy and Excellence, Business Development
PROFIT CONTRIBUTION*
SHARE:
40%
NET SALES SHARE:
14%
Greater China is No.2 Market for adidas group
20. A Comparison Shared by Bill Gates on his blog…
Source: http://www.gatesnotes.com/About-Bill-Gates/Concrete-in-China
21. CHINA
2011 - 2013
UNITED STATES
1901 - 2001
6.6 giga-tons 4.5 giga-tons
VS.
Cement Consumption: CHINA vs. US
22. 3
4
5
6
7
2
1
# OF CITIES CITY TIER
AVG. # OF
RESIDENTS
3 17.6M
18 6.6M
52 2.6M
159 1.1M
504 0.7M
676 0.5M
867 0.25M
HIGH
TIER
LOW
TIER
2,285 cities / 7 tiers
23. HIGH TIER CITIES
Large cities + Higher Income
Luxury & Vertical brands
Shopping malls + Department stores
Adidas: 51% BCS + 93% OCS
LOW TIER CITIES
Small Medium cities + Lower Income
Local brand dominate & Value/Price driven
Street level stores + State Owned shops
Adidas: Another 1000+ cities to penetrate
39. Shopping 24/7
Largest eCom market
650M = US Population x2online
shoppers
Dominant Online Retailer
300M customers
+
>
40. WORLD’S BIGGEST EVER
ONLINE SHOPPING HOLIDAY!
“SINGLE DAY” IN CHINA: 11.11
Buying presents for yourself to
celebrate “being single”.
Invented by alibaba in 2009
46. When you are drinking the tea…
Serve the tea The way to “thank you” Sign to refill the tea
47. When you are invited to a dinner…
Don’t occupy the seat of host.
Do leave the order to host.
Never place your chopsticks
straight up in your bowl. Never flip the fish.
The most important custom:
Footing the BILL
Do lower the rim
when clinking glasses
Don’t unwrap the
gifts before you leave