Billions: Selling to the New Chinese Consumer by Tom Doctoroff

By Tom Doctoroff

This publication cracks the code of selling to the recent chinese language Consumer--all 1.3 billion of them. dealers of a few of the world's prime manufacturers come to China with none transparent realizing of their new viewers. however the similar principles don't follow in China. Doctoroff delves into the psychology of up to date chinese language shoppers to give an explanation for the significance of tradition in shaping procuring judgements. He presents perception into shoppers' primary motivations and divulges error which many multinational opponents make. someone who plans to do company in China--especially these getting ready for the 2008 Olympics in Beijing--shouldn't be with out this book.

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Buying decisions can be irrational, even for big-ticket items; consumption is designed for material gratification. Shopping centers buzz with guilty titillation. Over the past five years, a swaggering, avaricious consumer culture has penetrated China. In 1995, Beijing, Shanghai, and Guangzhou each had one upscale mall. Today, primary “clusters” boast more than a dozen apiece. Local Chinese, not just expatriates, frequent Xin Tian Di, or New Heaven and Earth, an upscale entertainment complex serving $10 beers and imported Cuban cigars.

In theory, even a field hand could study the Si Shu Wu Jing, take the Civil Service exam, and enter the ranks of the noble gentry or the dynastic court. By unconditionally accepting—internalizing—the social order, one could move up within it. And what rose eventually fell. As early as the Han dynasty (220 BC), equal inheritance was mandated. Wealth was divided between the sons to ensure that economic entitlement did not sustain a complacent clan. Confucius therefore created a somewhat schizophrenic society.

Mont Blanc pens are prestigious because their design is unobtrusive. Consumers applaud an elegant style that doesn’t scream for attention. However, the white star that tastefully sticks out from the front pocket is an eye magnet. Even diamonds must tread the tightrope between recognition and ostentation. In a recent DTC spot, a woman stands in front of a reflective glass, sexily admiring her pendant. The heroine doesn’t realize that the mirror is two-way; she doesn’t know the stone has caught the attention of a couple on the other side, its distaff member piqued with delicious jealousy.

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