Resumo de Billions ? Selling To The New Chinese Consumer

Abstract : It is a must read book for all business people who plan to do great business in China , a country of 1.3 billion population out of which atleast 200 millions have significant disposable income to indulge in non-essential buying . The Chinese workforce has excellent workmanship, good ethos, pride in quality and commitment. The China, world?s third largest trading force with very high productivity and good infrastructure , is obviously the most preferred destination for most of the MNC?s and world class companies to set up their production facilities .China is not only providing stiff competition to the west but also to high tech countries like Japan and South Korea .However, there are some MNC?s of the west who did not succeed in china because they had mistaken view about China and applied western thinking on Chinese consumer who is culturally , socially and economically different .

Tom Doctoroff has spent four years in Hong Kong and over seven years in Shanghai with JWT, one of the region's largest advertising agencies and he has provided a roadmap to traverse the minds of very large middle class society which describes the soul of China.
The book contains analysis of behavior, preferences, buying decision making, economic position, buying capacity of urban mass, emotional aspirations and peculiarities of Chinese media. It also shows the way to optimize sponsorship opportunities for the coming Olympics, being held in 2008.

Till about 10 years ago, many western companies who were keen to do business in/ with china but hesitated due to barriers like language, culture, communism and other unfounded prejudices. The author has provided insight of Chinese psychology, culture, social habits, work ethos and workmanship of Chinese which can give correct perspective about china and developing business in / with china.

China is unique country in word where 1.3 billion of people is not a burden to the nation, instead they have transformed it to a most valuable resource to complete with the rest of the industrial world. After the collapse of Soviet Union, USA has the advantage of leading a uni-polar world with economic warfare and military hegemony .It is China which will soon provide major counter-balancing force to USA warfare and once again create a bipolar world. This infect, is very good for the world as it will produce more competition , fair trade practices and better control for global business environment. Tom has highlighted following important points for doing business in china:
· Do not offend Beijing , the power centre of China in any way
· Keep advertising simple and tuned to the locals of the area covered by your business
· Have impressive business cards as Chinese are status conscious
· Chinese customer is highly selective and will pay premium only for selected few items
· New Consumers of middle class have disposable income and are keen to show off and buy private houses
· Survival is the first priority and that is what Dragon symbolizes
· Chinese language is 40000 -80000 characters in graphic form and one should know atleast 2000 characters to converse
· Chinese like USA?s checks and balances but not their values
· Beware that Chinese road traffic sense is poor with too many accidents
· Chinese main stream believes in preprogrammed destiny
· Chinese women are elegant, tough, soft and ambitious. Modern Chinese women have bobbed hair, exotic clothing, stylish shoes and lot of cosmetics.
· If you are an MNC, keep big picture in mind and align your product and price with the local target market.
· There is difference in aspiration of people of China main land , Hong Kong and Taiwan.
· Pay special attention to brand management and volume sale.
· Senior management is not market driven
· Remember it is the sales department which dominate the businesand not the marketing

The author has provided tools to help readers in getting insight of Chinese consumers and business partners for effective networking and establishing enduring business relationships. The book covers 10 basic tips for advertising in China, five mistakes to be avoided, five structure barriers within china?s corporation, three areas of domestic brand stagnation, six MNC?s counterattack strategies and 10 ways to establish international brand.

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