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Billions: Selling to the New Chinese Consumer | 
 enlarge | Author: Tom Doctoroff
Creator: Martin Sorrell
Publisher: Palgrave Macmillan
Category: Book
Buy New: $3.59
New (38) Used (15) from $3.39
Rating:  13 reviews
Sales Rank: 379691
Media: Paperback
Number Of Items: 1
Pages: 240
Shipping Weight (lbs): 0.7
Dimensions (in): 9.1 x 6.1 x 0.7
ISBN: 1403976635
Dewey Decimal Number: 658.83430951
EAN: 9781403976635
ASIN: 1403976635
Publication Date: January 23, 2007
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
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.
Book Description
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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| Customer Reviews: Read 8 more reviews...
Useful advertising guide to reaching China's consumers June 14, 2007
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.
Ways to Profit from the Seeming Contradictions in Chinese Society September 12, 2006
Confucius, Daoism, Communism, Industrialization, Urbanization, One-Child Families, Great Leap Forward, Education and Profit Is Good: What do these themes mean for those who wish to sell in China? They are all important influences which you need to understand. Each Chinese consumer is uniquely influenced by the combination. The result includes some pretty interesting apparent contradictions such as prudishness about sex in advertising in a country where sexual trade is wide open at the street level.
In this insightful book, JWT Greater China CEO, Tom Doctoroff explains those influences and how they operate today. That's just the beginning.
From there, he shows you case history after case history of how global and Chinese companies have done well and poorly in acknowledging those influences. I found seeing the actual advertisements to be extremely helpful in understanding the book's points.
If that weren't enough, Mr. Doctoroff goes on to provide excellent perspectives into management challenges of properly serving 1.3 billion consumers in China.
Most books about China are filled with glittering generalities that leave you just as uninformed as you were when you started. Through careful description, segmentation and exposition of specific marketing challenges, Billions makes you feel as at home in China as you would feel in marketing a new video game to American teens.
As an example of how focused the book is, Billions provides:
-- Ten basic tips for effective Chinese advertising
-- Five mistakes most often made by multinational companies in China
-- Five structural barriers within Chinese corporations that harm the development of strong local brands
-- Three areas of Chinese domestic brand stagnation
-- Three areas of Chinese domestic brand progress
-- Six effective MNC-counterattack strategies to offset the domestic Chinese brands
-- Ten ways to shape international brands into global icons with Chinese characteristics to serve the Chinese community world-wide.
I thought that the description of how the Beijing Olympics should be pursued as a branding opportunity was worth the price of the book alone.
Usually, companies send second-raters to markets like China. JWT obviously sent its best when Mr. Doctoroff took over. Read and learn to profit!
 Hire this guy for your ad campaign! June 14, 2006
2 out of 2 found this review helpful
Love this book. Focus group, quantitative analysis, qualitative research, or any else you learned in the Marketing Research course at the MBA curriculum, may not work in China. WIth 1.3 billion customers, this is the dream market for any multinational corporations: Unilever, Ford, Nokia, Motorola, Sony, Samsung, Protor Gamble, DeBeers(DTC), VW, Shell, Pepsi, Coke, Nestle, Avon, Nike, Siemens, IBM, Dell.... While they are compeitng, the locals are copying quickly: Haier, TCL, Konda, China Mobile, China Unicom, Lenovo, CNOOC, Yili Diary, Sedrin beer, 999 Pharmaceutical..... hundreds of them doing shampoo, shoes, ....every thing under the sun. How can you win? That is the beauty of this book. It got many strategies laid out in the step-by-step fashion. It is a must read for any one who is doing business in China. The book will be better if more comparison can made on the effectiveness of the ad such as Motoroal vs a Chinese brand.
For companies who would enter the Chinese market April 13, 2006
1 out of 1 found this review helpful
BILLIONS: SELLING TO THE NEW CHINESE CONSUMER comes from a CEO with direct experience selling into the Chinese market, and discusses the code of marketing as it relates to modern China. Many companies come to China with ideas on how to apply Western thinking to their very different marketplace: thus BILLIONS' tips are a necessary set of instructions for any who would break into the Chinese marketplace. From cultural influences in buying patterns to investment challenges and multinational lessons on winning and losing in China, BILLIONS is a recommended pick for any company who would consider entering this new, large market.
Insight into the Chinese Consumer March 10, 2006
Great book if you would like to obtain an indepth view of the Chinese Consumer. A MUST read!!
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