China's Super Consumers: What 1 Billion Customers Want and How to Sell it to Them (英語) ハードカバー – 2014/9/22
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Chinese Consumers are Changing The World – Understand Them and Sell To Them
China has transformed itself from a feudal economy in the 19th century, to Mao and Communism in the 20th century, to the largest consumer market in the world by the early 21st century. China's Super Consumers explores the extraordinary birth of consumerism in China and explains who these super consumers are. China's Super Consumers offers an in-depth explanation of what's inside the minds of Chinese consumers and explores what they buy, where they buy, how they buy, and most importantly why they buy.
The book is filled with real-world stories of the foreign and domestic companies, leading brands, and top executives who have succeeded in selling to this burgeoning marketplace. This remarkable book also takes you inside the boardrooms of the people who understand Chinese consumers and have had success in the Chinese market.
- A hands-on resource for succeeding in the Chinese marketplace
- Filled with real-world stories of companies who have made an impact in China
- Discover what the Chinese consumer wants and how to deliver the goods
- Written by Savio Chan and Michael Zakkour, two leading experts on the Chinese market
This book is an invaluable resource for anyone who wants a clear understanding of how China's Super Consumers are changing the world and how to sell to them.
SAVIO S. CHAN is a pre-eminent expert on US-China partnerships and building loyalty with Chinese luxury consumers. He serves as President and Chief Executive Officer of US China Partners Inc., a consulting and advisory firm that helps organizations design and implement their China consumer strategies. He spent two decades as a consultant on market entry, cross-border M&A and joint venture partnership innovation with some of the largest and best known global luxury and consumer brands, Fortune 500 and Chinese large State-Own and private companies.
He is frequently featured in interviews and articles in the New York Times, Forbes, Chief Executive Magazine, and China Daily News. Savio serves as a member of the National Committee on US-China Relations and advises many ultra-high net worth legacy families in both the US and China. He is a frequent keynote speaker and panelist at various business and technology events including the Conference Board, Microsoft Technology Conference, Columbia China Conference, and Wharton China Business Forum.
MICHAEL A. ZAKKOUR is a principal at the global business consulting firm Tompkins International, where he leads the China/APAC practice. He has more than 18 years of international consulting, marketing and business development experience, primarily in China. He has advised more than 300 public and private companies and organizations on creating and implementing strategies to enter, grow and change their businesses in China and on their engagement with Chinese consumers. He has researched, and written extensively about Chinese consumers and consumption and the China Global Consumer Demographic, and has advised companies from around the world on retailing, branding, e-commerce, production, supply chains, and partnerships in China. He writes about business in China for Forbes and JING Daily and speaks frequently at universities, conferences, and vertical industry events. He is also a special advisor to the Confucius Institute for Business at the State University of New York. Michael also spent four years on the Board of Directors of the Asian Financial Society. His commentary and articles have appeared in the Wall Street Journal, Harvard Business Review, WWD, NPR, China Business Review, MSNBC, Newsweek, The Economist and many other commercial and academic media and journals.
Part 1 of the book deals with the historical and cultural background of the Chinese people. It gives invaluable insights into the factors that make Chinese people different from Western people in their consumer behavior. This is something that many Western companies neglect when they come to the Middle Kingdom, simply attempting to roll-out existing strategies from home. This might well be my favorite part of the book.
The second part of the book describes how in the recent decade the Chinese consumption economy exploded and how consumers are changing. It looks at different trends in e-commerce, tourism, luxury buying, etc. I especially found that the chapters on segmentation and marketing offered some excellent insights.
So why didn't I give it 5 stars? Well, the book has a few flaws.
First of all, although there are quite a few cases in the book, some of the more elaborate cases in the marketing section of the book mainly discuss Chinese companies that have been successful in China and abroad (Lenovo, Wei East, OCT Mami). I would have liked to see a few more cases of successfull Western companies in China. I also found the Microsoft case at the end of the book rather unconvincing, especially since the recent government leanings towards homebred hard- and software are mentioned nowhere.
Second, the chapter on e-commerce - one of the areas that interests me most - is rather superficial and already outdated. Of course this can hardly be avoided with the pace of online developments, but considering the importance of online shopping in China I had hoped for some new information I wasn't aware of yet.
Third, there are a few incorrect facts. When discussing the number of outbound Chinese tourists, the text and accompanying graph are contradicting. Also, the book suggests that the relaxation of the one child policy in 2014 means that every family can have 2 or 3 children, which is most certainly not the case.
Finally, the chapter on supply chains is completely redundant and almost had me quiting on the rest of the book. The reader is treated to a theoretical explanation of supply chain management that could have been part of any textbook and has very, very little detail about China. It leaves the reader with more questions than answers, which might be intentional since the company one of the writers works for offers supply chain management services in China ...
But besides these minor flaws China's Super Consumers is a must-read for business people and China watchers alike.
Through this text, the authors guide the reader to an understanding of who Chinese consumers are and how their history, their interests, and their goals shape the Chinese consumer market. Most importantly, it guides the reader towards understanding how to begin identifying those factors, and provides detailed and interesting examples on how they have been addressed both successfully and unsuccessfully in the past.
Anyone interested in establishing a relationship with Chinese consumers must read this book!