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Everything You Always Wanted To Know About Chinese Consumers

By Dan Harris and Steve Dickinson

Though I know very little about marketing (and even less about marketing to China's consumers), I know enough to know that Mastercard's "Brand Preference of the Chinese Affluent"[pdf] is chock full of helpful information and -- by extention -- great insight into the Chinese consumer. If you are selling a product or service in China or thinking of doing so, I urge you to read this report. My main takeaways from the Mastercard report are the following: 1. Affluent Chinese consumers prefer foreign brands because they see them as an assurance of quality. 2. Affluent Chinese will buy Chinese brands with good reputations (e.g. Haier, Lenovo) 3. Affluent Chinese seem surprisingly free of nationalist sentiment when it comes to choosing their favorite brands. 4. Affluent Chinese rank their favorite wines in the following order: French, Italian, Spanish, Chinese, Australian, German. Noticeably absent are American wines, lending credence to my theory that American wineries are being far too reticent about going into China and are on the verge of missing out on China's rising wine consumption.

Full post as published by China Law Blog on March 30, 2008 (boomark / email).