- Don’t anger Beijing: the Chinese power structure is deeply suspicious of advertising.
- Keep it simple in smaller and rural cities: 800 million rural consumers have little experience of “creative”.
- Teach the old: parents, uncles, aunts and grandparents want you to get straight to the point.
- Amuse the young with “China cool” – but don’t rock the boat.
- Show the promise, not the process: new Chinese shoppers need all the help they can get.
- Tell Mom they need her: Chinese women hold up half the sky. In the home, the role of even liberated women is paramount.
- Don’t show real lives: daily life in China is an obstacle course. Don’t remind them.
- Be confident, but never, ever brag: in a Confucian society boasting is the pits.
- Big is beautiful: top quality ads signal corporate credibility.
- When all else fails, use a baby.
From Billions: Selling to the New Chinese Consumer. Reprinted courtesy Palgrave Macmillan.Glance the book!
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