China’s Super Consumers audiobook cover - What 1 Billion Customers Want and How to Sell it to Them

China’s Super Consumers

What 1 Billion Customers Want and How to Sell it to Them

Savio Chan and Michael Zakkour

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Economics

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China’s Super Consumers
The Retail Landscape+
E-Commerce Dominance+
Supply Chain Strategy+
Advertising and Marketing+
Luxury Consumer Profiles+
Tourism and Real Estate+

Quiz — Test Your Understanding

Question 1 of 7
How do Chinese department stores fundamentally differ from their Western counterparts?
  • A. They focus exclusively on wholesale distribution rather than retail.
  • B. They act as landlords renting space to brands, rather than merchants holding inventory.
  • C. They rely heavily on corporate buyers to determine the product mix.
  • D. They only allow domestic brands to operate within their physical locations.
Question 2 of 7
Why do apparel and footwear sell exceptionally well in Chinese malls while home decor falls flat?
  • A. Chinese malls have become centers of youth culture where young shoppers buy items to shape their identities.
  • B. Foreign home decor brands are heavily taxed, making them prohibitively expensive.
  • C. Most Chinese consumers prefer to buy electronics and home decor exclusively through e-commerce platforms.
  • D. Mall layouts restrict the floor space available for large furniture and electronics displays.
Question 3 of 7
What is a major challenge for foreign luxury brands selling through Chinese e-commerce platforms?
  • A. E-commerce platforms charge exorbitant fees that eliminate profit margins for high-end goods.
  • B. Chinese consumers prefer domestic luxury brands over foreign ones when shopping online.
  • C. Consumers are wary of fakes and prefer to physically inspect luxury goods before purchasing.
  • D. The Chinese government restricts the online sale of foreign luxury items to protect local industries.
Question 4 of 7
According to the text, how does the underlying concept of creativity in Chinese advertising differ from Western advertising?
  • A. Chinese advertising relies heavily on celebrity endorsements, whereas Western advertising focuses on product features.
  • B. Chinese advertising focuses on collective cultural values and group acceptance, while Western advertising emphasizes individual values.
  • C. Chinese advertising prefers minimalist, text-heavy designs, whereas Western advertising uses emotional visual storytelling.
  • D. Chinese advertising is strictly regulated to focus only on product pricing, while Western advertising allows for abstract concepts.
Question 5 of 7
How does Lenovo adjust its marketing strategy for mature markets in China compared to emerging markets?
  • A. It positions itself as a global brand with English logos in mature markets, but uses strictly Chinese branding in emerging markets.
  • B. It lowers its prices in mature markets to compete with Apple, but charges a premium in emerging markets.
  • C. It focuses on emotional connections in emerging markets and relies solely on technical specifications in mature markets.
  • D. It sells exclusively through e-commerce in mature markets and uses physical department stores in emerging markets.
Question 6 of 7
Which of the following best describes the purchasing behavior of the Chinese 'gifting group' of luxury consumers?
  • A. They are highly price-conscious and wait for deep discounts before purchasing.
  • B. They primarily seek out novel, exclusive experiences rather than material goods.
  • C. They buy luxury goods to build social relationships and view these purchases as an investment in social capital.
  • D. They focus strictly on the functionality and durability of the products they purchase.
Question 7 of 7
What is a major secondary motivation for wealthy Chinese tourists traveling abroad?
  • A. To establish corporate wholesale partnerships for their domestic businesses.
  • B. To purchase foreign real estate and turn liquid assets into international property.
  • C. To bypass China's 'first-to-file' intellectual property laws by registering patents overseas.
  • D. To participate in highly regulated, budget-friendly group tours.

China’s Super Consumers — Full Chapter Overview

China’s Super Consumers Summary & Overview

China’s Super Consumers (2014) is the definitive handbook for foreign companies who want to sell their products on the Chinese market. These blinks walk you through the opportunities and challenges in this vast and varied country and share valuable information about how to succeed in its unique business context.

Who Should Listen to China’s Super Consumers?

  • People keen to understand the world’s largest emerging market
  • Entrepreneurs who want to do business in China
  • Anyone interested in Chinese culture

About the Author: Savio Chan and Michael Zakkour

Savio Chan is the CEO of US China Partners Inc., a consulting firm that helps organizations design and implement their consumer strategies in China. He has been featured in the New York Times and Forbes, and serves as a member of the National Committee on US-China relations.

Michael Zakkour writes on business in China for Forbes, the Wall Street Journal and Harvard Business Review. 

 

© Savio Chan and Michael Zakkour: China’s Super Consumers copyright 2014, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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