MarketingSherpa, the popular research site, has released the first of a free two part series on marketing to China.
The biggest mistake companies make is “approaching China as a single, huge market when in fact, China is a series of markets that vary widely by geographic location and population characteristics,” states McIntosh.
All of our experts emphasized the importance of “Guanxi” or the building of personal relationships/networks. In the West, we know networking is important and most of us do it to a greater or lesser extent (i.e. we network when we’re looking for a job). In China, however, Guanxi is essential if you want to be successful – whether you’re a Marketing VP closing deals or a MarCom Manager trying to get Web content and collateral translated into Chinese.
This report is free to view for the next 10 days and well worth a read (view here)
Part 2 is set to be released in Mid-April. Where they will focus specifically on interactive marketing in China, particularly mobile marketing, search marketing, and Internet ads.