Billions: Selling to the New Chinese Consumer

Overview

This book cracks the code of marketing to the New Chinese Consumer—all 1.3 billion of them. Marketers of some of the world's leading brands come to China without any clear understanding of their new audience. But the same rules do not apply in China. Doctoroff delves into the psychology 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...

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Overview

This book cracks the code of marketing to the New Chinese Consumer—all 1.3 billion of them. Marketers of some of the world's leading brands come to China without any clear understanding of their new audience. But the same rules do not apply in China. Doctoroff delves into the psychology 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—shouldn't be without this book.

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Editorial Reviews

From the Publisher
"Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers."—Wall Street Journal

"Successful branding requires creating a cultural connection with consumers, but how do you create that connection with a culture that differs greatly from the culture most brand strategies have targeted in the past?  The Rolling Stones did it on their Forty Licks Tour and the answers for everyone else are revealingly described in this book."

—Roger Blackwell, Professor of Marketing, Fisher College of Business and Co-author, Brands That Rock

 

"Billions will be a big help to executives trying to understand their millions of new customers in China. Readers will discover Chinese culture on the road to learning about marketing in China. Tom Doctoroff makes the mysteries of the China market accessible."

- Robyn Meredith, Senior Editor, Asia, Forbes Magazine, Hong Kong

"Vintage Tom. A high energy New Yorker in Shanghai with a crescendo of opinions, observations, insights and assertions.Vintage China, too. A mass of contradictions and surprises. But to the open-minded, one of life's great experiences is living in Shanghai in this glorious period. This book brings out the vividness of the moment with astute observations for the future, developed through Tom's unique perspective on what makes Chinese consumers tick"

—Alan Brown, Chairman, Unilever China

"Billions provides a fascinating insight into the fast changing business and social environments in today's China. If you are operating in the Chinese market or wish to join the 'gold rush' this book is a must-read. Doctoroff has managed to capture underlying trends and influences, which means that, unlike standard business guides on China, this book will not be out of date in 6 months. This contribution to the understanding of the Chinese population will add real value to marketers and advertisers everywhere."

—Alan Main , Vice President & Region Head - Asia Pacific, Bayer Consumer Care Division

 

"I read Billions and found it extremely insightful and thought-provoking for companies developing their strategy of profiting from China, a giant marketing opportunity."

—Ed Marra, Global Executive Vice President, Strategic Business Units, Marketing, Nestle

"The best psycho-analysis of Chinese consumers I have ever read."

—China Economic Review

Publishers Weekly
Narrower than the title suggests, this book covers only the branding of consumer items through print and television campaigns. There's no discussion of marketing, pricing, distribution or product design, nor media other than print and television, nor niche or wholesale sales. Doctoroff, who worked in China for 11 years with JWT, one of the region's largest advertising firms, believes that "quantitative research... is incapable of unearthing... an epiphany that elucidates buying behavior" and that "data are coldly empirical" while "insights... are alive." Most of his book, therefore, consists of "insights": qualitative impressions of mass campaigns, mostly by multinational companies selling consumer goods. Doctoroff's analysis of these ad campaigns focuses not on their immediate sales benefit but on their contribution to a valuable brand image. Along the way, he dispenses anecdotes and advice on such topics as how to choose a name that works well in China and how to deal with government censors. This unfocused approach reduces the book's value as a how-to manual, but it does make it easy to read. This is a painless way to pick up the benefit of the author's long experience, along with many stimulating facts. (Jan.) Copyright 2005 Reed Business Information.
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Product Details

  • ISBN-13: 9781403976635
  • Publisher: St. Martin's Press
  • Publication date: 1/23/2007
  • Edition description: First Edition
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.34 (w) x 9.14 (h) x 0.59 (d)

Meet the Author

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.

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Table of Contents

Part 1: Chinese Culture and Buying Motivations

Big Dreams, Small Potatoes: The Motivations of China’s New Middle Class

• Dreams and Disasters: China’s Mass Market Mindset

• Balancing Half the Sky: What Chinese Women Want

• The Mind of Chinese Men: the Anxiety of Disorientation

• “Conformist Individualism” and Chinese Youth

• The “Chinese-ness” of the Mainland vs. Hong Kong and Taiwan

Part 2: The Fundamentals of Relevant China Strategies

• Soft Touch and Hard Cash: The Iron Link between Insight and Profit

• The Brand Vision: The Soul of the Machine

• Portfolio Management in the PRC: How and When to Extend a Brand

• Anticipating the Peculiarities of China’s Media Scene

• How to Leverage the Glory of 2008 * Part 3: On the Ground Lessons: Winning and Losing in China * Into the Shallow End: Ten Easy Tips for Good China Ads

• Missing the Point: Why Multinationals Fail in China

• Culture, Corporate Structure, and the Elusive Power of Local Brands

• Chinese Consumers, Chinese Brands and the MNC Learning Curve

• Chinese Cultural Relativism and Global Branding

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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted June 14, 2007

    Useful advertising guide to reaching China's consumers

    You can find an abundance of books about doing business in China. This one, however, takes a rare approach. Ad expert Tom Doctoroff confines his commentary (for the most part) to a subject he has the expertise to address ¿ advertising ¿ although he tends to generalize a bit about Chinese history and philosophy. He offers evidence and examples from both successful and unsuccessful ad campaigns to support his assertions about what will work if you want to build your brand in China. We find that this short book offers interesting perspectives on the Chinese consumer market, while it also provides a refresher course on the main principles of advertising and brand building in any market, whether it be East or West.

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  • Anonymous

    Posted January 7, 2006

    Chinese Consumption Demystified

    Tom Doctoroff's Billions decodes today's China, with an eye on marketing opportunities, and also provides great insights and ideas about what to expect from China in the near future. I found the information on the coming Olympics of particular value, as a communications professional trying to understand the Bejing 2008 scene.

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