I will translate first if you don’t understand Chinese:
Liu Xiang’s mother: “Ho this is my little kid! Are you arrived?”
Liu Xiang: “I am in Paris”
His mother: “Will you come back for New Year?”
In the restaurant with the two little babies
He says: “why are you here?”
They answer: “we came to bring you back home to celebrate the New Year »
Then we can see him at home…
The little babies say « Come! Come! ».
He answers: « I am coming ».
His mother, happy to see him « My son, you came back ».
He answers: « There is nothing better than coming back home and be with my family ».
At the end we have the slogan: «drinking a bottle of Coca Cola is your one ticket flight home».
In this commercial we can see famous athlete Liu Xiang in Paris. As a matter of fact Paris is very important in this advertisement because with London and New York this is one of Chinese’ favorite city. In addition there are very important values like family in this commercial, and during Chinese New Year this is very important to spend time with your family, this is the reason why the famous American brand makes him dream and allows him to be closer to his family. We can also note that the tow babies are a tradition for good-luck because people use to stick them on their door during the Chinese New Year. We can suppose that Coca Cola makes him lucky because the tow babies bring him quickly at home. In this commercial we can see that everybody is happy with Coca Cola and we have a slogan at the end of the advertisement: «drinking a bottle of Coca Cola is your one ticket flight home».
Street marketing is a very useful and developed way to advertise products as every one can see it.
On the first picture we can see a stage and stands made by a Chinese brand in front of a shopping mall. Because of the weather, this type of advertising campaign is very popular and with the low paid working force it doesn’t represent an enormous cost for companies. It allows brands to be better known on the market because they leave the shelves of supermarkets where there are thousands of other products.
On the second picture we can see tow young people dressed in ancient clothing, representing History of China.
They are just in front of a shop in order to attract people’s attention and by the way encourage them to enter in the store.
In this commercial the famous American brand shows us by a very smart way how her product can be useful…The youth people are both well known singers in China and dialogues are not really difficult to understand: “hallo” and “this is for you”.
We can see the power of attraction of the product in this commercial as it brings them together in happiness at the end of the commercial.
With its rapid economic development China has become a new paradise for shoppers as it holds the largest shopping malls in the world.
There are about fifteen years very modern shopping malls have mushroomed in China, to the point where shopping malls in China are the world’s largest, ahead of the United States.
This is the reason why mall watchers have predicted that within the next few years, seven of the ten largest shopping malls in the world will be in China alone.
People can spend all day in shopping malls, they can find every thing they need and like. If most people do not have enough money to go in such shops, do not make mistakes there are more and more rich people who can afford to buy in these stores.
As there are a lot of floors, six or seven minimum, often at the entrance in the ground floor, some young people will encourage you to get into the upper floors, giving you leaflet, that offer you a gift to withdraw at a specific store, such as a drink, a pearl or something like that.
Here’s an example of famous western brands well known in China. As we can see most of them are American brands.
One more time, Mc Donald the famous American brand is an enormous success in China. And it was not easy for them because they had to change a part of their menus in order to take care of the specific demand of Chinese market, for example adding very spicy food to their menus. But there is another very well developed and more famous fast food brand in China that is very competitive: KFC. The reason why Mc Donald is not first in Chinese consumers’ choice is that KFC menus are completely adapted and created for this market.
In the last past twenty years, the growing Chinese market has attracted worldwide companies. As a matter of fact western companies understood that China was a huge opportunity to make business and profits. As a different market with its specific consumers and culture, companies have been forced to adapt their marketing strategy and of course their product to be successful in such a different country.
We can take the example of DANONE story on the Chinese market which began in failure on the sale of yogurt. Indeed it seems difficult to make Chinese eat yogurt when Chinese are known to consume only 7kg of milk per person per year on average, against 200kg in the West. From this failure DANONE learned that we have to adapt the product we sell to the specific consumer who will consume our product. Today products beneficial to health are top selling products of the brand because Chinese consumers are very concerned about the medical interest of what they eat. Now every DANONE advertisement remind the medicinal benefits of each product.
As a very controversial country, People’s Republic of China does not remain anyone indifferent. This year is certainly the Chinese year because every day we can hear from this country in the Medias, for various reasons. This summer, during the Olympic Games they have been able to show to the rest of the world their power and diversity.
I really appreciate this country and I have been there this summer holidays. This is one of the reasons why I have decided to create this blog regarding marketing in China, and especially advertising in China.
The other reason why I have created this blog is that a lot of things are said about China in the Medias. Actually what do people know about China? Is it a country where everyone pollutes, is poor, eats dogs and can’t criticize? Of course the answer is no, but some of us do think so and we can see that we don’t really speak about Chinese residents habits and particularly about Chinese customers.
As a different country, with various cultures, Chinese customers’ wants and needs are not the same as the ours and companies marketing plans for example have to be adapted to this specific environment. As a matter of fact, I will try to show in this blog different means that companies use in China to promote and advertise their products.
