Marketing In ChinaA review of Culture, Trends, and Strategies for non-Chinese

Brands.

Table of Contents

China’s Market 3 E-Commerce & M-Commerce 101

Marketing Differences in China 9 Social Media in China 118

Chinese vs. Western Companies 13 Chinese Culture in Marketing 130

How to Target Chinese Companies 24 Targeting Chinese Markets 141

Communication to Chinese Businesses

51 Works Cited 156

Strategies for the Chinese Market 88

Chinese vs. Western Companies A review of some of the differences between Chinese and Western business cultures.

Chinese Business Attitudes’:Marketing & Sales-

Marketing is viewed as a task for the sales department

Marketing is sometimes viewed as little more than taking care of the company logo and brochures

Marketing is defined by many in China as consisting of only the ‘promotion’

Chinese Business Attitudes’:Marketing And Sales-

How the 4Ps of Marketing are Divided in Chinese Companies

• Job of Senior Managment• Job for Marketers

• Job of Salesforces• Job for Engineers

Product Price

PlacePromotion

Compiled from authors at b2binternational.com

Image from authors at b2binternational.com

Chinese Companies:Experiences with Western Companies-

How Chinese Companies Choose to be Approached

How to Target Chinese CompaniesHow Chinese companies prefer to targeted by Western companies.

Chinese Companies:How do They Want to be Targeted?

The answer:

A wide range of marketing and sales techniques can work

Usually a combination of different methods is necessary

Chinese Companies:Preferred Ways to be Targeted-

Image from authors at b2binternational.com

Chinese Companies:The Chinese Guanxi-

It’s not what you know- it’s who you know

Guanxi refers to one’s network of personal relationships

Chinese like to do business with people that they already know and trust

Chinese Companies:The Chinese Guanxi-

Western NetworkChinese Network

(Guanxi)

All images from Google.com

Chinese Companies:Summary of How to Target-

•Regularly but strategically•Establishes first contact with new customers and to maintain brand awareness in the market

Exhibitions and

Conferences•Only after initial contact has been established•Use to introduce the company and specific products or services that may be of interest in detailEmail

•Essential at all points during and after the ‘sales process’•Must be easily found, navigated and understood website•A good site will be referred to again and again before, during and after the sale

Website

•Use business networking sites for networking purposes•Use blogging sites for product promotion•Use forums to gauge market feedbackOnline Media

Compiled from authors at b2binternational.com

Chinese Companies:Summary of How to Target-

•Essential under the right circumstances•Meetings should be used to move the relationship forward•Deals will almost always be closed in face-to-face meetings

Face-to-Face Meetings

•Use as a first contact to locate the correct person•Avoid trying to ‘sell’ or negotiate over the•Can be used for informal discussions and to keep in contact between meetings

Phone Calls

•Can be an effective way of generating initial interest•The Chinese are more receptive to direct mail than most WesternersPost

•Important for marketing efforts at all times•Relevant events should be attended and business relationships should be developed to the maximumNetworking

Compiled from authors at b2binternational.com

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: contact@mcusa.co

www.mediacontactusa.com

Works Cited

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Gao, Kane. "Avoiding Insult and Injury when Using Color in China." Illuminant. Illuminant (HK) Limited, 17 Jan. 2011. Web. 28 Jan. 2016. <http://www.illuminantpartners.com/2011/01/17/color/>.

Harrison, Matthew, and Mark Hedley. "Marketing and Selling to Chinese Businesses." B2B International. N.p., n.d. Web. 28 Jan. 2016. <https://www.b2binternational.com/publications/chinese-marketing-selling/>.

Jacob. "Color Symbolism in Chinese Culture: What Do Traditional Chinese Colors Mean?"Color-Meanings.com. N.p., n.d. Web. 28 Jan. 2016. <http://www.color-meanings.com/color-symbolism-in-chinese-culture-what-do-traditional-chinese-colors-mean/>.

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Works Cited

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Olivier. "Storytelling is Your Best Marketing Option in China." Marketing China. Gentlemen Marketing Agency, 22 July 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/storytelling-is-your-best-marketing-option-in-china/>.

On Marketing. "The Biggest Mistakes Most U.S. Marketers Make In China--And How Some Are Learning From Them." Forbes CMO Network. N.p., 4 Mar. 2013. Web. 28 Jan. 2016. <http://www.forbes.com/sites/onmarketing/2013/03/04/the-biggest-mistakes-most-u-s-marketers-make-in-china-and-how-some-are-learning-from-them/#4b8a6c8d4805>.

Philip. "10 Mistakes to Avoid in E-Commerce in China." Marketing China. Gentlemen Marketing Agency, 22 Nov. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/10-mistakes-to-avoid-in-e-commerce-in-china/>.

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Qiu, Yujun. "Understanding Chinese Consumers." China Business Review. US-China Business Council, 1 July 2011. Web. 28 Jan. 2016. <http://www.chinabusinessreview.com/understanding-chinese-consumers/>.

Sorin, Kay. "Brands Entering Chinese Market Must Appeal to Unique Preferences - Research."Luxury Daily. N.p., 8 June 2015. Web. 28 Jan. 2016. <http://www.luxurydaily.com/brands-entering-chinese-market-must-appeal-to-unique-preferences/>.

Waring, Joseph. "China’s M-commerce to Account for Half of Online Sales Next Year." Mobile World Live. GSM Association, 7 Aug. 2015. Web. 28 Jan. 2016. <http://www.mobileworldlive.com/asia/asia-news/mobile-to-account-for-more-than-half-of-chinas-online-sales-next-year/>.

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