China's Super Consumers: What 1 Billion Customers Want and How to Sell It to Them Review
- 4 years ago
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For 30 years China has been the "factory of the world." But over the last five years, China has emerged as the "mall of the world." It is now the largest consumer market in the world, the largest luxury goods market in the world, and will soon have the largest middle class in the world. For instance, the Italian suit maker Zegna, wildly successful in China, now makes 54% of global sales and 60% of its global profits in China. Starbucks, YUM Brands (Pizza Hut-Taco Bell), COACH, LVMH, Prada, Michael Kors, GM, just to name a few, are all succeeding in China.With that said, doing business in China and selling your products and services there is still extremely difficult. The language, culture, and rules of the road mean that best practices from your home market don't always travel well to China. For every success story there are 10 failures. As such, companies who have never made or sold products in China are viewing the opportunity to sell there with misunderstanding, misinformation, and a lack of facts.The book puts you at the table with 20 executives from companies who have cracked the cultural and commercial codes for marketing and selling their products in China. It provides readers with the stories of 20 executives who found the right formula so that readers can implement these best practices into fulfilling their China consumer dream. This book gives you a first-hand account of how these executives and their companies found success and provides a blueprint for creating your own success in the most important consumer market in the world today.
For 30 years China has been the "factory of the world." But over the last five years, China has emerged as the "mall of the world." It is now the largest consumer market in the world, the largest luxury goods market in the world, and will soon have the largest middle class in the world. For instance, the Italian suit maker Zegna, wildly successful in China, now makes 54% of global sales and 60% of its global profits in China. Starbucks, YUM Brands (Pizza Hut-Taco Bell), COACH, LVMH, Prada, Michael Kors, GM, just to name a few, are all succeeding in China.With that said, doing business in China and selling your products and services there is still extremely difficult. The language, culture, and rules of the road mean that best practices from your home market don't always travel well to China. For every success story there are 10 failures. As such, companies who have never made or sold products in China are viewing the opportunity to sell there with misunderstanding, misinformation, and a lack of facts.The book puts you at the table with 20 executives from companies who have cracked the cultural and commercial codes for marketing and selling their products in China. It provides readers with the stories of 20 executives who found the right formula so that readers can implement these best practices into fulfilling their China consumer dream. This book gives you a first-hand account of how these executives and their companies found success and provides a blueprint for creating your own success in the most important consumer market in the world today.