CHAPTER 5

The Consumer Market

“If we could only persuade every person in China to lengthen his shirttail by a foot, we could keep the mills of Lancashire working round the clock.” The unnamed 19th century businessman to whom this quote is attributed understood what many modern marketers are now discovering; a multinational company that can penetrate the China market should have wild success.

Indeed, selling to China’s 1.3 billion consumers is an enticing prospect for businesses today. This chapter describes the size and scope of the Chinese consumer market, offers a general profile of Chinese consumer behavior, then describes different market segments based on geographic and demographic distinctions. Finally, some of the top consumer brands ...

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