As we have documented, the Chinese economy is healthy. To further substantiate that fact, the country’s premier Li Keqiang has predicted the GDP for 2017 to come in at 6.9%, the first move upward in seven years. From a marketer’s point of view the internal fact that almost two-thirds of the activity results from consumers spending is reassuring. In particular, retail spending is up 10%.
When we look deeper we see a consumer population that is growing more proud of their Chinese heritage as the country prospers and less enamored by the pull of foreign products. While that is true, it doesn’t mean that the fascination is gone. Smart marketing by outside companies, marketing that respects the culture is still very welcome by Chinese consumers.
Foreign Brand Do’s & Don’ts in China
Do: Promote the heritage that makes your brand special
Don’t: Enter the market as though you are the big western poobah.
Do: Turn around “Chinese renaissance through thoughtful communications, promotions and product development.”
Source: China Skinny