Billions Selling to the New Chinese Consumer

This book cracks the code of marketing to the New Chinese Consumerall 1.3 billion of them. Marketers of some of the worlds leading brands come to China without any clear understanding of their new audience. Doctoroff delves into the psy-chology of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides insight into consumers fundamental motivations and reveals mistakes which many multinational competitors make. Anyone who plans to do business in China, especially those preparing for the 2008 Olympics in Beijing, shouldnt be without this book.

Tom Doctoroff is Greater China CEO for J. Walter Thompson and Asia Pacific’s leading speaker on Chinese marketing, advertising, and corporate culture. He lives in Shanghai, China.

Acknowledgments	p. vi
List of Illustrations	p. ix
Foreword	p. xi
Introduction: The Extraordinary Chinese	p. 1
Chinese Culture and Buyer Motivations
Big Dreams, Small Potatoes: The Motivations of China's New Middle Class	p. 13
Dreams and Disasters: China's Mass Market Mindset	p. 41
Balancing Half the Sky: What Chinese Women Want	p. 75
The Mind of Chinese Men: The Anxiety of Disorientation	p. 91
Conformist Individualism and Chinese Youth	p. 99
The "Chineseness" of the Mainland versus Hong Kong and Taiwan	p. 107
The Fundamentals of Relevant China Strategies
Soft Touch and Hard Cash: The Iron Link between Insight and Profit	p. 115
The Brand Vision: The Soul of the Machine	p. 125
Portfolio Management in the PRC: How and When to Extend a Brand	p. 129
Anticipating the Peculiarities of the China's Media Scene	p. 137
How to Leverage the Glory of Beijing 2008	p. 143
On the Ground Lessons: Winning and Losing in China
Into the Shallow End: Ten Easy Tips for Good China Ads	p. 151
Missing the Point: Why Multinational Corporations Fail in China	p. 157
Culture, Corporate Structure, and the Elusive Power of Local Brands	p. 159
Chinese Consumers, Chinese Brands, and the MNC Learning Curve	p. 169
Chinese Cultural Relativism and Global Branding	p. 199
Index	p. 219
Table of Contents provided by Ingram. All Rights Reserved.

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Billions Selling to the New Chinese Consumer

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