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 handson 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.

InhaltsangabePreface xi Acknowledgments xiii Introduction: The China Dream 1 Our Intent 7 The Country within a Country 7 PART I History, Culture, and Language MatterThe Birth of Chinese Consumerism 11 Chapter 1 From Feudalism to Fendi 13 Back to the Future 14 Chinese Consumption: What's Old Is New Again (Tenfold!) 16 China's Growth Is Different 18 Chapter 2 Orientation 21 A Code to the Chinese Mind-set 24 Contradiction and Paradox 30 Summary 31 Chapter 3 A Self-Contained Empire 33 Chapter 4 The First Globalization 41 Chapter 5 Marco Polo and the Two Admirals of the Sea 43 The Two Admirals of the Sea 44 Chapter 6 An Insatiable Appetite 49 Freedom Creates Wealth in the West 51 Chapter 7 Opium, Imperialism, and Decay 53 Opium and War 54 A Century of Exploitation 54 End of WarContinuation of War 56 Chapter 8 The People's Republic 57 The New China 58 Chapter 9 The Mandate of Heaven 61 Opening and Reform 65 Green Shoots 67 Chapter 10 A Boom Is Born 69 A Boom Starts with a Swoosh and a Shot of Espresso 71 Change at Hyper Speed 74 PART II The Chinese Super Consumer--From Birth to Adolescence and Maturity 77 Chapter 11 From Sandpaper to Sephora--The First Super Consumers 79 American Century Redux 80 Want. Need. Buy. Show Off. Keep Up. 82 Super Consumption Goes Global 82 Go West, Young Man 83 China's Own Postwar Boom and Birth of the Chinese Super Consumer 85 In the Beginning 87 Chapter 12 The China Market + The China Global Demographic = China's Super Consumers 91 The China Whisperer 93 Spinning in a Whirlpool 95 The Great Pizza Wars: In China, Everything Is Possible, but Nothing Is Easy 96 Listen to the Great One 97 Stay the Course, Even When the Seas Get Rough 98 Nestlé: Navigating the Teen Years 100 Chapter 13 The China Global Demographic 103 The Precious Gift of Time 104 Meet the Tangs 107 Chapter 14 Channels 113 Department Stores 114 StreetLevel Stores 115 Malls 116 Grocery Stores/Supermarkets 118 Hypermarkets 119 Convenience Stores 120 Not Your Father's Post Office 121 Lifestyle Stores 126 Specialty Retailers 127 Multibrand Retail 127 Chapter 15 Ecommerce and the Rise of Alibaba 129 Alibaba 130 NFL Footballs "Sold Out" 132 Why Ecommerce? 135 Chapter 16 Supply Chains to Satisfy China's Super Consumers 139 Supply Chain Megaprocesses 140 Plan 141 Buy 142 Make 142 Distribute 143 Sell 144 Aligning Strategy, Structure, and Implementation 144 Chapter 17 Segmentation 147 Surveying China 147 A Most Discerning Consumer 152 Chapter 18 Marketing 155 Consumer Impulses and Desires 156 Lenovo's Approach: The Best of Both Worlds 157 From East to West to Wei East 161 Baby Boom 164 Brand Advertising in China 169 Going NativeTory Burch, Gossip Girl, and MadeforChina TV 170 The Role of Social Media in Marketing: United States versus China 173 Promotions 177 Chapter 19 The Chinese Luxury and Premium Market 179 The Nouveau Riche: Pebble Beach or Nothing 180 The Gifting Group 181 China's Engine: The New Middle Class Seeks Quality and Value 182 Affordable Luxury: A Tiffany's Tie Clip and an Entry-Level BMW 183 China's Luxury Downturn: Myths and Realities 186 Chapter 20 Travel and Tourism 191 Take a Walk on Boardwalk--Pass Go, Collect $200 (Thousand!) 195 Chapter 21 Chinese Super Consumers Changing the World 203 The Microsoft Miracle 203 A Final Word about China's Super Consumers 207 Index 213

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