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1、marketingoctober2008What’snewwiththeChineseconsumerIt’shardforbrandmanagerstokeeppacewiththeshiftingattitudesofChineseconsumers.Butsometrendscanbediscernedamidthenoise.IanSt-Maurice,ClaudiaSüssmuth-Dyckerhoff,andHsinhsinTsaiArticleAsmoreforeignanddomesticcompaniespileintotheexpanding
2、Chineseconsumermarket,atabrandshaveahardertimebeingnoticed.glanceOurcontinuingresearchhastrackedtheebbandflowoftheChineseconsumer’shabitsandattitudes.Personalrecommendations,forexample,arebecomingmoreimportant,whiletelevisionads,thoughstillindispensable,havebeguntolosesomeoftheirpunc
3、h.Marketersmustbenimbleenoughtounderstandandfollowtheseshifts.Chineseconsumersareprovingtobeanelusivetarget.Anothertenmillionenterthemarketeachyear,andthebehaviorofthehundredsofmillionsalreadythereisevolvingrapidly.Since2005,wehavebeentrackingthebehavioroftheseChineseconsumers.Eachye
4、ar,wehaveinterviewedroughly5,000livingincitiesandtownsofallsizesandrepresentingallincomegroups,ages,andregions.Forcomparison,wehavealsoconductedparallelonlinesurveysinHongKong,Japan,SouthKorea,Taiwan,theUnitedKingdom,andtheUnitedStates.Thisarticleoffersanupdateonourearlierfindings.Th
5、isyear,forexample,welearnedthatChineseconsumersareincreasinglywaryofuntriedproductsandevermorelikelytomakepurchasedecisionsatthelastminute.Recommendationsfromfamilyandfriendsremainveryinfluential.Andtelevisionadvertisingisstillaprerequisiteforenteringthemarket,butitspunchisweakening.
6、Meanwhile,printadsarelosingground,whilesponsorshipsandtheInternetarebecomingmoreinfluential.AmidthegrowingdinofChinesemarketing,connectingwithconsumerscontinuestobedifficultandfrustrating(seesidebar,“WhatmarketersworryaboutinChina”).TheimportanceofbrandsOnaverage,Chineseconsumersarew
7、illingtopayapremiumofabout2.5percentforabrandedproducttheypurchaseregularly,accordingtoourmostrecentsurvey.Bycontrast,indevelopedmarkets,premiumsforfamiliarbrandscanreach20percentormore.OurresearchsuggeststhatrisinginflationismakingChineseconsumersmorepricesensitiveandlessloyaltothei
8、rpreferredbr
