China's Super Consumers: What 1 Billion Customers Want and How to Sell it to Them

China's Super Consumers: What 1 Billion Customers Want and How to Sell it to Them

by Michael Zakkour, Savio Chan
Released September 2014
Publisher(s): Wiley
ISBN: 9781118834749

Read it now on the O’Reilly learning platform with a 10-day free trial.

O’Reilly members get unlimited access to books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial

Book description

Chinese Consumers are Changing The World - Understand Them and Sell To Them

China has transformed itself from a feudal economy in the 19th century, to Mao and Communism in the 20th century, to the largest consumer market in the world by the early 21st century. China's Super Consumers explores the extraordinary birth of consumerism in China and explains who these super consumers are. China's Super Consumers offers an in-depth explanation of what's inside the minds of Chinese consumers and explores what they buy, where they buy, how they buy, and most importantly why they buy.

The book is filled with real-world stories of the foreign and domestic companies, leading brands, and top executives who have succeeded in selling to this burgeoning marketplace. This remarkable book also takes you inside the boardrooms of the people who understand Chinese consumers and have had success in the Chinese market.

  • A hands-on resource for succeeding in the Chinese marketplace

  • Filled with real-world stories of companies who have made an impact in China

  • Discover what the Chinese consumer wants and how to deliver the goods

  • Written by Savio Chan and Michael Zakkour, two leading experts on the Chinese market

    • This book is an invaluable resource for anyone who wants a clear understanding of how China's Super Consumers are changing the world and how to sell to them.

    Table of contents

    1. Title Page
    2. Copyright
    3. Dedication
    4. Preface
      1. January 15, 2008
    5. Acknowledgments
    6. Introduction: The China Dream
      1. Our Intent
      2. The Country within a Country
    7. Part I: History, Culture, and Language Matter—The Birth of Chinese Consumerism
    8. Chapter 1: From Feudalism to Fendi
      1. Back to the Future
      2. Chinese Consumption: What's Old Is New Again (Tenfold!)
      3. China's Growth Is Different
    9. Chapter 2: Orientation
      1. A Code to the Chinese Mind-set
      2. Contradiction and Paradox
      3. Summary
    10. Chapter 3: A Self-Contained Empire
    11. Chapter 4: The First Globalization
    12. Chapter 5: Marco Polo and the Two Admirals of the Sea
      1. The Two Admirals of the Sea
    13. Chapter 6: An Insatiable Appetite
      1. Freedom Creates Wealth in the West
    14. Chapter 7: Opium, Imperialism, and Decay
      1. Opium and War
      2. A Century of Exploitation
      3. End of War—Continuation of War
    15. Chapter 8: The People's Republic
      1. The New China
    16. Chapter 9: The Mandate of Heaven
      1. Opening and Reform
      2. Green Shoots
    17. Part II: The Chinese Super Consumer—From Birth to Adolescence and Maturity
    18. Chapter 10: A Boom Is Born
      1. A Boom Starts with a Swoosh and a Shot of Espresso
      2. Change at Hyper Speed
    19. Chapter 11: From Sandpaper to Sephora—The First Super Consumers
      1. American Century Redux
      2. Want. Need. Buy. Show Off. Keep Up.
      3. Super Consumption Goes Global
      4. Go West, Young Man
      5. China's Own Postwar Boom and Birth of the Chinese Super Consumer
      6. In the Beginning
    20. Chapter 12: The China Market + The China Global Demographic = China's Super Consumers
      1. The China Whisperer
      2. Spinning in a Whirlpool
      3. The Great Pizza Wars: In China, Everything Is Possible, but Nothing Is Easy
      4. Listen to the Great One
      5. Stay the Course, Even When the Seas Get Rough
      6. Nestlé: Navigating the Teen Years
    21. Chapter 13: The China Global Demographic
      1. The Precious Gift of Time
      2. Meet the Tangs
    22. Chapter 14: Channels
      1. Department Stores
      2. Street-Level Stores
      3. Malls
      4. Grocery Stores/Supermarkets
      5. Hypermarkets
      6. Convenience Stores
      7. Not Your Father's Post Office
      8. Lifestyle Stores
      9. Specialty Retailers
      10. Multibrand Retail
    23. Chapter 15: E-commerce and the Rise of Alibaba
      1. Alibaba
      2. NFL Footballs “Sold Out”
      3. Why E-commerce?
    24. Chapter 16: Supply Chains to Satisfy China's Super Consumers
      1. Supply Chain Megaprocesses
      2. Plan
      3. Buy
      4. Make
      5. Distribute
      6. Sell
      7. Aligning Strategy, Structure, and Implementation
    25. Chapter 17: Segmentation
      1. Surveying China
      2. A Most Discerning Consumer
    26. Chapter 18: Marketing
      1. Consumer Impulses and Desires
      2. Lenovo's Approach: The Best of Both Worlds
      3. From East to West to Wei East
      4. Baby Boom
      5. Brand Advertising in China
      6. Going Native—Tory Burch, Gossip Girl, and Made-for-China TV
      7. The Role of Social Media in Marketing: United States versus China
      8. Promotions
    27. Chapter 19: The Chinese Luxury and Premium Market
      1. The Nouveau Riche: Pebble Beach or Nothing
      2. The Gifting Group
      3. China's Engine: The New Middle Class Seeks Quality and Value
      4. Affordable Luxury: A Tiffany's Tie Clip and an Entry-Level BMW
      5. China's Luxury Downturn: Myths and Realities
    28. Chapter 20: Travel and Tourism
      1. Take a Walk on Boardwalk—Pass Go, Collect $200 (Thousand!)
    29. Chapter 21: Chinese Super Consumers Changing the World
      1. The Microsoft Miracle
      2. A Final Word about China's Super Consumers
    30. Index
    31. End User License Agreement

    Product information

    • Title: China's Super Consumers: What 1 Billion Customers Want and How to Sell it to Them
    • Author(s): Michael Zakkour, Savio Chan
    • Release date: September 2014
    • Publisher(s): Wiley
    • ISBN: 9781118834749