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Admap Supplement: China

China's new consumers
China has a whole new focus, turning its eyes inwards to its own expanding pool of domestic consumers From the marketer's perspective, this means a whole new set of considerations for businesses already trading in, or looking to move into, the Chinese market.

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Article

Chinese consumers are becoming more discerning and demanding in their brand expectations.

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Traditionally, China's economic hubs were confined to the big coastal cities, but investment is creeping inward to the major inland cities and the surrounding smaller ones.

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The Chinese ad market is already the world's fourth largest in terms of ad spend. These charts include data on top-spending categories, media dwell time, population and factors in the decision to purchase.

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One of the fastest-changing consumer sectors in China is the mobile handset market, where several brands, both international and domestic, battle it out to win the hearts and minds of the Chinese consumer.

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When China introduced its one-child policy in 1978, parents-to-be took steps to make sure that their heir apparent would be a boy.

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L'Oréal China's Maybelline brand hit a major hurdle with the late entry of its BB cream into the Chinese market.

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China is no longer an emerging market - it has emerged. Now marketers in multinational companies need to start planning product design and marketing campaigns specifically with Chinese consumers in mind.

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Even local Chinese marketers assume there are vast cultural differences between top tier and lower tier youth but in many ways the two groups are growing much closer together.

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Businesses in China are turning away from hiring staff for their English-speaking skills in favour of more Chinese speakers.

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Traditionally, China's economic hubs were confined to the big coastal cities, but investment is creeping inward to the major inland cities and the surrounding smaller ones.

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With tier-1 and 2 cities already explored by domestic and foreign brands, the next areas of mainland China to target are middle to lower tier cities and even rural areas.