Market Branding in China
China is an emergent economy with a huge development in the last years, however there are some fields that are becoming overcrowded, what means that it has needed a more complex marketing plan to approach successfuly to the consumers. It is mandatory to research information and segmentate properly, taking into consideration the population differences, not only because of the language but also because of the generation (70’s, 80’s and 90’s have different way of thinking).
Chinese people feel more engaged with brands than occidental consumers, and also they are «the early adopters» par excellence. This fact is a double-edged weapon because it has its advantages and a number of inconveciences too. In one hand it can be extremely tough for a new brand to penetrate in the consumer’s habits because of this special conexion (specially with strong brands which are strongly settled down, like in automotive industry), in the other hand can be a huge advantage, so if you run up a business in younger markets (importing foreing products for example, so China is mainly an exporter country) you can become very succesful, because if you develop the trend, the consumers will be really loyal.
Another aspect to consider is how difficult might be to detect the trends on the market due to «No Google factor». Nowadays when you want to set up a business in a foreing country, the first thing you will probaby do is to «Google» all useful information you need. Like using Google in China is forbiden (and other programs that entails; Gmail, Youtube… etc), the strategy must be very different than in other countries, not only in the marketing plan but also in the positioning.
To sum up, China is plenty of opportunities for business if you keep your mind open and know how to handle the large number of differences with Occidental countries.
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19 Mar 2015
por
mnunezblazquez
MBAftmad /
branding, business, China, market
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