MARKETING IN CHINA
How to reach Chinese consumers? That is the question that a lot of companies have been doing over the lasts years. The substantial increase in China’s economy and the growth of a middle class, increasingly more purchasing power has supposed the economic awakening of this sleeping giant, and the new opening to the outside of government have produced this market is increasingly demanded , having more than one billion potential customers.
Note that the Chinese population is very segmented, as the realities within the country are very different depending on the area and according to the city, the likes of the population are very heterogeneous, It means, It is not the same capture a client of a city like Hong Kong or Shanghai, that someone from western China, where the population is predominantly rural, and where poverty is much higher.
We must also differentiate according ages, the market is very varied, this is mainly due to the difference between the generations who lived through the Cultural Revolution and later who do not remember any of this. All this together makes the Chinese market is highly differentiated, so to make a name in it You should focus on a very specific target and not go for something general, which is synonymous of failure.
In China domestic brands are not favour by the government , which is a plus for a foreign country´s brand. To commercialize have to find a Chinese partner and a Chinese name, with its own brand characteristics, and ascribing a set of values that have a correlation with the population you want to bring. The new generations tend to look for luxury products and foreign well-known brands, so you have to sell an important position in your country is something special importance.
The market for this sleeping giant has a spectacular future, although it introduced with possibilities of success is very complicated and it will require attention to social networks like wechat, the most popular in China which will help greatly with the introduction of our product in this great country.
A country in which the growth of our brand can become exponential, and it will contact with a lot of potential customers. Undoubtedly marketing in China is really complicated, but if done in the right way, profits can be impressive.
Miguel Vallejo Fernández