After spending 15 years in North America, I returned home to China and found some fascinating phenomena. A bottle of 2006 Penfolds Bin 389 cabernet, which costs $37 in the U.S., is about $77 in Beijing. Huggies diapers cost about the same in the U.S. and China, but the ones in China are of lower quality. Why are these global brands using different marketing strategies in the U.S. and China? Why did eBay, so successful in North America, fail miserably in China? The key to answer these and many other questions lies in the understanding of Chinese consumers, their characteristics, and their changing needs. Below are just a few considerations:
Understanding Chinese Consumers
They’re becoming more informed, more sophisticated, and more conscious of quality and price.
November 14, 2013
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New!
HBR Learning
Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.