Download or read book How to make a Western brand successful in China should it rely on its Western image or adapt to its products market written by Isabelle Idrac and published by GRIN Verlag. This book was released on 2013-08-08 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University, language: English, abstract: The Chinese market has become very attractive for Western companies. It is a huge consumption market with more than 1, 3 billion inhabitants and it is at the same time a goods’ provider with a very low labor cost. Western companies can nowadays be very successful in China because the population knew lately huge changes. Chinese people purchasing power is rising and they can afford goods that they could not reach before because it was too expensive or not available. The development of a rich elite and a large middle class has been accompanied by a rising strong taste for Western image, particularly in the luxury field. But the Chinese market is still quite different than Western ones. The Chinese culture is totally divergent than in the West and the economy doesn’t work the same way and that impact on the Chinese consumers’ profile. Besides, there are huge inequalities in China since the whole country doesn’t evolve in a homogeneous way. To be successful on this market for a Western brand, it is necessary to develop a marketing strategy adapted to the Chinese consumers’ expectations according to the products’ activity segments. In the present thesis, we study which marketing strategy a Western brand should follow to be successful on the Chinese market according to its activity segment. Indeed, we assume that a mass market brand should rather follow a Chinese consumer’s adapted strategy and that a luxury brand should keep the same Western strategy in China.

Download or read book How to Make a Western Brand Successful in China written by Isabelle Idrac and published by . This book was released on 2013-08 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: -, Tongji University, language: English, abstract: The Chinese market has become very attractive for Western companies. It is a huge consumption market with more than 1, 3 billion inhabitants and it is at the same time a goods' provider with a very low labor cost. Western companies can nowadays be very successful in China because the population knew lately huge changes. Chinese people purchasing power is rising and they can afford goods that they could not reach before because it was too expensive or not available. The development of a rich elite and a large middle class has been accompanied by a rising strong taste for Western image, particularly in the luxury field. But the Chinese market is still quite different than Western ones. The Chinese culture is totally divergent than in the West and the economy doesn't work the same way and that impact on the Chinese consumers' profile. Besides, there are huge inequalities in China since the whole country doesn't evolve in a homogeneous way. To be successful on this market for a Western brand, it is necessary to develop a marketing strategy adapted to the Chinese consumers' expectations according to the products' activity segments. In the present thesis, we study which marketing strategy a Western brand should follow to be successful on the Chinese market according to its activity segment. Indeed, we assume that a mass market brand should rather follow a Chinese consumer's adapted strategy and that a luxury brand should keep the same Western strategy in China.

Download or read book Building Consumer Good Brands in China written by Judith Frey and published by diplom.de. This book was released on 2004-04-29 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: Against the backdrop of the Western world s saturated and fatigued consumer goods markets, the evolving of China s new consumerism is probably among the most thrilling developments of our days. While the run of foreign companies for China is going on uninterruptedly and many are still struggling with rudimentary difficulties like distribution or production planning, the market is already entering the next stage of competition: the competition of brands. This thesis lays out how foreign (Western) consumer good brands need to be developed in the PR China to ensure long-term market success and a sustainable strong standing with the Chinese consumers. In a first step, this author shortly analyses the situation of existing Chinese and foreign brands in terms of overall market conditions, market trends, domestic or foreign brand dominance, and factors for success or failure. A second step specifies relevant urban Chinese consumer groups according to socio-demographic factors, the consumers general living conditions, lifestyles, and perspectives. A preface on the Chinese system of values delivers the background for further understanding of this paragraph. Subsequently, the core part of this thesis is concerned with brand positioning, branding and brand communication as integral elements of brand building. It introduces modern status-quo concepts from Western brand building practice for each element. With reference to the findings from the preceding brand and consumer analyses, this author discusses in detail how companies can implement and adapt these elements and concepts to the requirements of the Chinese context. Promising options as well as possible challenges and risks are pointed out accordingly. Relevant examples from the current brand scene in China, such as Wall s, Lenovo, BMW, Haier, or Samsung, illustrate these recommendations and suggest creative starting points for further exploration. Major findings of this thesis are that Western brands need to maintain strong symbolic values, and that comprehensive brand building based on brand substance and personality may be the key for sustainable success. Particular focus is to be on durable, close brand-consumer relationships. A main challenge for Western brands will be the adaptation of brand communication to the local consumer requirements. Furthermore, this thesis supports the assumption that the Chinese market must be broken up into regional markets, and that the [...]

Download or read book The rising market for Western apparel enterprises in China written by Dieu Linh Le and published by GRIN Verlag. This book was released on 2016-12-21 with total page 57 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2013 in the subject Business economics - Miscellaneous, grade: 1,2, University of Applied Sciences Bremen, language: English, abstract: According to the Boston Consulting Group report of 2011, the Chinese apparel sector is set to become the world’s second largest retail market by 2020 and will account for about 30 percent of the global apparel market’s growth over the next five years. Until recent years, China has been regarded as one of the main manufacture places of western apparel companies because of its lower labor costs. Nowadays, however hand in hand with the rapidly changing economic and social situation, China has shown the world that it is also a promising consumer market. Especially, apparel retail sales have increased tremendously and therefore offer huge opportunities. Many Western clothing retailers are increasingly viewing China as a huge potential market, because of its rising middle and affluent class and Chinese consumer ́s increasing call for western apparel products. Western products are related with factors such as quality, modernity or also care for the environment. Furthermore, many of the global brands have less market presence in China than in other operating countries. For example, the fast fashion brand Zara only has got 92 stores, H&M had roughly 78 stores at the end of 2011, which is still very few in comparison to the number of stores these companies own in other markets. The US fashion chain Forever 21 has just entered the Chinese market at the end of 2011. Companies who win this market in the next few years will definitely top the global apparel market. However, even though the potential is huge, winning this market will not be easy. To succeed, western brands need to adapt their strategies to Chinese consumers’ tastes and expectations; this includes the development of brand and company image and product tailoring to the Chinese consumer market. Any company that conducts business in China without effective methods risks a quick exit. This study has two major purposes: the first is to demonstrate why China is the future sales market for Western apparel companies and the second one to make recommendations for Western apparel companies that want to win the Chinese market. Research questions Main questions 1. What are the main factors of China’s economic attractiveness? 2. What could be an effective path to take when entering the Chinese market and which strategies do western apparel companies need to capture China’s dynamic market? Further questions 1. How could the future of the Chinese retail market look like? 2. Which are the barriers and

Download or read book Brand Breakout written by Nirmalya Kumar and published by Springer. This book was released on 2013-06-13 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.

Download or read book CoolBrands Around The World in 80 Brands written by Maarten Schäfer and published by Maarten Schäfer. This book was released on 2014-10-28 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: We travel the world, meeting people with a vision and brands with a purpose. Here are their stories...

Download or read book Innovation Factory China s Digital Playbook For Global Brands written by Ashley Dudarenok and published by Alarice International Limited. This book was released on 2023-09-20 with total page 78 pages. Available in PDF, EPUB and Kindle. Book excerpt: The criticism of China used to be that it was good at manufacturing but not at innovating. It has now proven those critics wrong. On top of that, some of its companies have developed cutting edge management approaches. We look at what’s behind China’s digital transformation, its unique e-commerce to see what Western brands can learn from China. In this book you’ll learn: How China got to its current stage of digital transformation How Chinese brands optimize e-commerce and digital marketing What highly effective management approaches Chinese companies have used to ramp up profit and turn around failing enterprises Here's what's inside: Chapter 1 What’s Behind China’s Innovation? Chapter 2 A Closer Look at China’s Digital Development I Customer-centric Ecosystems Chapter 3 China’s Tech Giant Transformation II The Future of Retail: What DTC Brands Can Learn from China Chapter 4 Mobile First Chapter 5 The Impact of Social Commerce Chapter 6 Online Merge Offline (OMO) Chapter 7 The Human Touch: Last Mile Delivery, QR Codes and CRM III Innovative Management Models Chapter 8 Management and Leadership Models from China Chapter 9 What China Can Learn From the World Chapter 10 Learning Together "Successful Chinese startups prioritize adaptability, quick production, and deep investment in influencer marketing while overseas brands often opt for a more organic strategy, risking missed growth and copycat challenges." — Tingyi (Jenny) Chen, Co-founder of Walk the Chat “Social new retail, combining social media, e-commerce and offline retail provides seamless consumer experiences and growth opportunities for retailers. As AI progresses, it will further improve the social new retail experience in China.” — Sandrine Zerbib, Founder & Chairwoman of Full Jet & President of Baozun Brand Management

Download or read book Winning in China written by Lele Sang and published by University of Pennsylvania Press. This book was released on 2021-01-19 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: If Amazon can't win in China, can anyone? When Amazon CEO Jeff Bezos visited China in 2007, he expected that one day soon China would be a double-digit percentage of Amazon's sales. Yet, by 2019, Amazon, the most powerful and successful ecommerce company in the world, had quit China. In Winning in China: 8 Stories of Success and Failure in the World's Largest Economy, Wharton experts Lele Sang and Karl Ulrich explore the success and failure of several well-known companies, including Hyundai, LinkedIn, Sequoia Capital, and InMobi, as more and more businesses look to reap profits from the demand of 1.4 billion people. Sang, Global Fellow at the Wharton School of the University of Pennsylvania, and Ulrich, Vice Dean of Entrepreneurship and Innovation at the Wharton School, answer four critical questions: Which factors explain the success (or failure) of foreign companies entering China?What challenges and pitfalls can a company entering China expect to encounter? How can a prospective entrant realistically assess its chances? Which managerial decisions are critical, and which approaches are most effective? Sang and Ulrich answer these questions by examining the stories of eight well-known and respected companies that have entered China. They study: How Norwegian Cruise Line's entry into China displays how cultural differences can boost or sink different companies; How Intel, one of the oldest, most respected firms in Silicon Valley, thrived in a country that seems to favor agile upstarts; How Zegna, the Italian luxury brand, has emerged as another surprising success story and how it plans to navigate new headwinds from the COVID-19 pandemic.Through these engaging and illuminating stories, Sang and Ulrich offer a framework and path for organizations looking for a way to successfully enter the world's largest economy. History can be a teacher, and China, a country with 3,500 years of written history, has much to teach.

Download or read book From Chinese Brand Culture to Global Brands written by W. Zhiyan and published by Springer. This book was released on 2013-10-08 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.

Download or read book The China Management Handbook written by F. Sieren and published by Springer. This book was released on 2016-01-08 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: With China's accession to the WTO in Spring 2002 it is essential that Western investors and business people get an effective 'tool kit' which enables them to succeed in the highly competitive Chinese market and to deal with the issues and changes that the WTO will bring. As a guide for western investors this book gives the answer to the 100 most crucial questions on operating or restructuring business in China. The question and answer format allows the reader to rapidly select information for a specific situation.

Download or read book American Businesses in China written by Nancy Lynch Street and published by McFarland. This book was released on 2019-07-23 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the publication of earlier editions of this book, China's political and economic landscapes have changed dramatically, with the rise of new leadership, evolving alliances, tariff wars, educational policies and technological advancements. Focusing on Chinese-American ventures, this expanded and revised edition chronicles the investments that have marked China's astonishing growth in the 21st century. Adding another dimension to the exploration of Chinese-American commerce, this edition discusses China's roots in Confucian identity and its effect on modern business culture. Case studies of American businesses that have been successful in China are included. Reflecting upon the changing nature of Chinese consumerism and international corporate behavior, the authors close with specific suggestions for those interested in doing business in China.

Download or read book Cross Cultural Marketing written by Vescovi, Tiziano and published by Edward Elgar Publishing. This book was released on 2022-01-20 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

Download or read book How to Manage a Successful Business in China written by Johan Bjorksten and published by World Scientific. This book was released on 2010 with total page 235 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction : why we wrote this book. 1. Understanding and managing China-specific issues. 2. China holds lessons for a globalized world -- ch. 1. Chinese business climate. 1.1. Land of golden opportunity or corporate quagmire? 1.2. From manufacturing base to competitive market. 1.3. More demanding head offices. 1.4. A welcoming business climate ... 1.5. ... Or the heavy hand of the state? 1.6. The wild east. 1.7. What you as a manager can influence -- ch. 2. Differences and similarities. 2.1. Sources of some differences from other markets. 2.2. Some "China" factors with global relevance. 2.3. Common myths about China. 2.4. A diverse and heterogeneous market. 2.5. Do You really need to be in China? 2.6. Common sense solutions -- ch. 3. Key concepts of Chinese business culture. 3.1. Face - making other people look good. 3.2. Giving, and saving, face. 3.3. Guanxi - business relationships. 3.4. Government relations. 3.5. Business etiquette. 3.6. Negotiating in China -- ch. 4. The language challenge. 4.1. Language is and will remain an issue. 4.2. Make sure your interpreter understands the business. 4.3. Beware of the "confidant trap". 4.4. Checklist for non-Chinese speakers -- ch. 5. Qualities of the right expatriate manager. 5.1. Send your best people. 5.2. Professional qualities. 5.3. Personal qualities. 5.4. Long-term commitment -- ch. 6. Company setup. 6.1. Geographic considerations. 6.2. Development zones. 6.3. Legal structure. 6.4. Finding and managing business partner relationships. 6.5. Due diligence. 6.6. Consultants -- ch. 7. A winning local team. 7.1. A human resource-scare enviroment. 7.2. Characteristics of the Chinese workforce. 7.3. Find the best candidates, trust them, train them, and promote them -- ch. 8. The right corporate culture. 8.1. You cannot fake it. 8.2. Culture is especially important in China. 8.3. Invest heavily upfront. 8.4. Actively develop the culture. 8.5. Do not rush localization. 8.6. Guard against corruption. 8.7. Culture and corporate brand. 8.8. Security. 8.9. IPR protection -- ch. 9. Right business focus. 9.1. Clear business focus drives a strong corporate culture. 9.2. Market size and maturity. 9.3. Speed of change - Peter's story. 9.4. Distribution is a major bottleneck -- ch. 10. Support your frontline sales organization. 10.1. Production with or without local sales? 10.2. Establishing a sales organization. 10.3. Recruiting frontline sales people. 10.4. Training, developing, and retaining sales people. 10.5. Point-of-sales promoters. 10.6. Motivating the sales organization. 10.7. Getting paid. 10.8. Checklist for collecting payments -- ch. 11. Marketing to China. 11.1. The ear to the ground - understanding Chinese customers. 11.2. Product portfolio. 11.3. "Very cheap, very cheap"--Pricing strategies. 11.4. Why brand is so important. 11.5. PR and advertising. 11.6. Public relations. 11.7. Guanxi and marketing in China. 11.8. Branding with Chinese characters. 11.9. Brand names make a difference. 11.10. Chinese is unique. 11.11. Mainland China, Taiwan, and HK. 11.12. A few steps to successful marketing in China -- ch. 12. Successful execution demands top management attention. 12.1. Execution requires high-level, hands-on senior management attention, and follow-up. 12.2. You need to create a trusting and accepting culture. 12.3. Attaining hands-off. 12.4. Managing in downturns -- ch. 13. Dealing with head office. 13.1. Managing expectations. 13.2. Ensuring support. 13.3. Communicating and educating

Download or read book Advances in Chinese Brand Management written by John M. T. Balmer and published by Springer. This book was released on 2016-11-14 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands, luxury brands, prominent cultural brands and foreign brands in China.

Download or read book Marketing in the 21st Century written by Bruce D. Keillor and published by Bloomsbury Publishing USA. This book was released on 2007-07-30 with total page 1127 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is the crucial connection between company and customer; no enterprise can expect to succeed without a substantial investment in its marketing efforts. Not surprisingly, marketing is one of the core areas of study in the hundreds of business schools and MBA programs around the world, and a vital department of virtually every business. This dynamic set showcases the most current trends, issues, ideas, and practices in marketing, especially as the field evolves in the context of globalization and advances in technology. From branding to public relations, e-tailing to customer-retention strategies, overseas expansion to promoting sports products, Marketing in the 21st Century covers the full spectrum of marketing-related issues, in their business and cultural contexts. Written by leading academic thinkers and business practitioners, the four volumes highlight emerging and innovative practices, illustrated through examples from around the world. Volume 1, New World Marketing, provides insights and tools for conducting business internationally, with emphasis on market research, market entry, and distribution strategies, and coverage of emerging markets, including China, India, and Eastern Europe. Volume 2, Interactive and Multi-Channel Marketing, explores the impact of new technologies on acquiring and retaining customers, including discussion of direct and interactive marketing techniques, customer data analysis, and ethics in marketing. Volume 3, Company and Customer Relations, deals with such issues as reputation and trust building, relationship marketing, sales management, and customer privacy. Volume 4, Integrated Marketing Communication, covers consumer demographics, multi-media communication strategies, and micromarketing. Collectively, these volumes represent the state of the art in the field. They are an essential resource for anyone studying, teaching, researching, or practicing the art and science of marketing.

Download or read book Consumer Packaging Strategy written by Huda Khan and published by Taylor & Francis. This book was released on 2022-08-18 with total page 141 pages. Available in PDF, EPUB and Kindle. Book excerpt: The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to burgeoning Asian markets. These conglomerates often rely on packaging as a strategic tool to entice Asian consumers. This book illustrates how packaging as a marketing tool is more than simply changing the label or translating the brand into vernacular language. It examines how different packaging elements (e.g. information, imagery, packaging type) can help to communicate product values to Asian consumers. Drawing upon rich knowledge of the Asian CPG markets with extensive findings from fieldworks in the key Asian markets, this book explains how Western brands are localising their packaging design in Asian markets. It provides invaluable insight into how major Western CPG brands have relied heavily on their packaging strategies to compete not only against domestic brands but also against other foreign brands. The book includes in-depth interviews with brand managers of several major Western CPG brands and retailers, and sheds light on emerging trends of CPG packaging in Asia.

Download or read book Kellogg on China written by Anuradha Dayal-Gulati and published by Northwestern University Press. This book was released on 2004 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: As China continues to implement its commitments agreed upon with membership into the World Trade Organization (WTO), the environment for multinational corporations is changing rapidly. This book examines some of the changes WTO accession is bringing to the market environment and different sectors of the economy, and the resulting challenges and opportunities for companies doing business in China. The book draws on extensive field research with Chinese corporate executives, government officials, and representatives of nongovernmental organizations. Based on the findings from these interviews, the authors provide insights and strategies for companies seeking to establish a sustainable competitive advantage in the country's evolving marketplace.