Demystifying China

China's huge size and population raises interesting questions as to how marketers can best approach the entry of their brands and products into this consumer frontier.

Demystifying China: A Panorama of sub-cultures based on life values

Sanjeev BhattMillward Brown, China

Duncan FalzonBMRB, China

INTRODUCTION

China has experienced explosive growth over the last decade. It has emerged as the third largest retail market in the world behind the United States and Japan (see Figure 1).

Between 1979 and 1997 the growth rate of China's Gross Domestic Product (GDP) was 9.8% annually, about three times greater than the world average. Chinese citizens' bank savings increased 220-fold, from 21 billion yuan (roughly US $2.5 billion) to 4,628 billion yuan (about $560 billion).1Never in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands