The document discusses the complexities of marketing in China, highlighting several key challenges: 1) China is highly diverse with regional differences in culture, levels of development, tastes, and dialects. Successful businesses consider these local factors rather than relying solely on national statistics. 2) Government policy, regulations, and cultural influences differ from Western markets and require building relationships with multiple stakeholders. 3) Competition is rising from popular Chinese brands, and understanding local competitors is important. International brands are still trusted but face stronger challenges. 4) Tracking new trends, policies, public opinions, and influential individuals is crucial to stay relevant in the rapidly changing Chinese market.

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vs. Chinese reality
Western perception

2. ACBC Event | April 29, 2015
Statistics are
exciting
Follow the conversation: #AsiaQ

3. China’s millionaires increased
82% in 20132,388,000 households*
*BCG 2014 wealth report
is the average age of super-rich in China
Mercedes Benz made a
29% increaseselling 281,588 cars in 2014
14 millionpeople play tennis
39students went abroad in 2013
Middle class
consumers
Larger than entire
US population
500 million
593,832
There are currently Foreigners
living in
China
of all consumption in China to come
from young (G2) consumers by 2020
35%
390,000

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But when it comes to
marketing in China,
statistics can be a
distraction

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Behind the
mind-boggling
statistics China
is a country
as diverse as
Europe, so you
must consider: Regional culture
levels of
developmenttastes
dialect
Business opportunities
may exist away from
the highly populated
megacities

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New symbols &
words every year
On the Internet or mobile,
‘286’ means you are slow or unresponsive;
‘886’ means good-bye;
‘9494’ means yes, I agree.
http://www.shanzhaimi.com/
The most popular and powerful
new word so far is the word
Shanzhài

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Until now, everything has a (Shānzhài)
version, for it really symbolizes the vibrancy
and complexity of the market.

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What’s in
a name?
Auspiciousnameshave
a practical application

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1.2 billion
people are
NOT your
target
audience
GUANGZHOU
SHANGHAI
BEIJING

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QINGDAO
8.7 million

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CHENGDU
14 million

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In the west,
it’s pretty simple.
In China,
it’s not.
We identify our target audience
and focus our efforts on them.
You need to consider and build
relationships with multiple stakeholders
because success or failure depends on a
range of influences.
Different
regulatory
regimes
More
invasive
Government
policy
Heightened
cultural
influences
Politics are
considered
when decision
making

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Where to focus your
business and find
the right market?

14. Opening
the right
doors to
the China
market
In the west this would be undue influence;
in China, take this approach or you’ll fail.
Supporting a
research chair
at an influential
university
Participating
in a regulatory
committee
In other words,
‘know the right people’

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Red tape
analysis
You need to get a grip on
what’s really happening
R 34
Provincial
regions
2862
County-level
regions
334
Prefectual
level regions
42,000
Township-level
regions
and even more at village level...

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Hot topic on Baidu
& new goverment
policy
• Newpoliciesandregulations
creating business
• Opportunities for
international companies
• Increasingcomplexity
& compliance
• Risk & reputation
Tracking
water
pollution
Go deeper &
challenges
are revealed

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Competition
is rising from
homegrown
brands
Local brands
have moved a
long way from
the negatives of
‘Made in China’
Chinese people
take pride in
their country’s
achievements
Understanding
‘who’ and ‘where’
competitors
are is a major
consideration
International
brands are
trusted in
China but...

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Who is Xiaomi?
It released its first smartphone in August 2011.
By the end of 2014, Xiaomi overtook Samsung becoming the
largest smartphone vendor in China and third largest in the world.
With a valuation at more than US$46 billion it became the
world’s most valuable tech start-up.
What does this mean for us?
Will Xiaomi crush
Samsung and Apple?

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K
People
believe in
key opinion
leaders,
not the
government
or media.

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Kai Fu Li
50, 228, 741 followers
Ex Google and Microsoft head, Kai Fu Li is a very active
and vocal technology blogger with over 50 million
followers.
Just a few positive tweets from Kai Fu Li can create a
huge sway in shaping perception in the public.
Most influential KOL?

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You need
to be there
The pace of
change is almost
incomprehensible
for westerners

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The
3 key
success
factors
Cairns Tourist Market | 15 April 2015
3 You’ll be invisible without a
Chinese brand/company name
Position for relevance: localise
your brand experience and
marketing, while maintaining
your brand integrity
Get local, up-to-date insights
to base your strategy on1.
3.
2.

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tThank you