《Marketing_to_the_Chinese_Consumer》.pdf

Marketing to the New Chinese Consumer in association with: Key FiNdiNgs To see how major brands are approaching the emerging Chinese consumer, Forbes Insights, in association with the World Federation of Advertisers, surveyed more than 300 China-based senior executives at large consumer- focused businesses ($250M plus in annual revenues) responsible for creating, managing, or executing their companies’ marketing strategies in China. The key findings include: • Consumer awareness in China is king.About a third of Chinese (35%) and non-Chinese (32%) companies today are focused on brand awareness as a key marketing goal for the coming year. Among non-Chinese companies, 36% are focused on creating positive brand perception. • Marketers will shift from awareness to growth.Three years from now, their top priorities will shift from brand awareness to increasing sales/revenue from China, and expanding into new regions/areas in China. • Global brands must align with local Chinese culture and tastes.The vast majority of non-Chinese marketers (63%) indicated they believe they need to change their brand attributes for Chinese consumers. • Many Chinese brands also are looking to extend their presence beyond their borders.Over a quarter (27%) of Chinese respondents indicated they intend to expand their brands globally. • Second-tier cities present the greatest opportunity.Overall, eight of ten respondents agreed that growth is most likely beyond the first-tier cities of Beijin