To Reach China’s Customers, Adapt to Guo Qing – article by Rick Yan - blog by Karl Janowski
This article was published in Harvard Business Review. Guo Qing – “Chinese characteristics”
The Chinese Consumer
Uses consumption as a pleasure
Depend on reputable brands, Are reluctant to pioneer new brandsHave time to browse, “never make a purchase until you have compared three shops”
Don’t like promotional gimmicks, use official mediaLike powerful sounding names
Want details about the product
Believe cheap products are never goodExamples of Guo Qing
½ of China’s premium products go to the only child of the family
Prime shelf space is unnecessary, Chinese consumers will hunt for products they've heard of and distrust many western ways of promoting products
To start, choose 3 – 5 key cities to market too, then expand.