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<\/figure>\n<\/div>\n\n\nThe Chinese economy is driven by the Y generation<\/a>. National companies and big foreign giants are fighting very hard to seduce these new demanding and loyal consumers. The competition is very fierce. If you want to get their trust, you should understand them in the best way possible. Three years ago digital natives represented 73% of online buyers. Most of them buy a lot of things on their smartphones.<\/p>\n\n\n\n The user experience offered to buy social media and online shopping is no part of these young consumers\u2019 life. When they go shopping they want to have personalized services, and the possibility to try the services on their phone at first. Payment platforms take an important part in their purchase. In 2016, the Y generation spent 5.5 billion $ on Alipay, Tenpay, and QQ wallet.<\/p>\n\n\n\n Food<\/a>, clothes<\/a>, digital goods, and leisure activities are the most important source of spending. They show a significant interest in traveling abroad<\/a>. This strong interest in traveling can explain the wish to have a more western lifestyle which is also the result of the evolution of mentalities. They are more open-minded compared to their parents and they are willing to make new discoveries. This wish to have a western lifestyle can be illustrated by the changes in behaviors. Nowadays in China, one can notice the healthy trend that stems from Western countries. Chinese consumers pay a lot of attention to what they eat. They are ready to pay higher prices in order to have high-quality food. There are also numerous gym centers that are open. The incredible number of international shops also helps to support this stand. Consequently, on average they spend 13 000 euros a year. Their spending matches their lifestyle which is the result of the growing economy. Another aftermath is the urbanization of big Chinese cities.<\/p>\n\n\n\n This generation is facing new experiences<\/a> regarding lifestyle compared to their parents. They have a different attitude toward marriage and they see the rising of women\u2019s social status in the professional world. They tend to show off more than past generations They have more entrepreneurial and capitalistic mindsets compared to their parents. This feature can be mainly explained by the several economic reforms made by the Chinese government. This generation is quite optimistic about the future. They believe in the country, so they believe in their own success and are willing to take risks. The power of hierarchy in their life tends to be powerful but in a different way. They are more willing to put decisions in question and to express their opinions. However, they keep traditional values like for instance the importance of the family. They want to take care of their parents and they are ready to work very hard to get a good salary. Professional success remains very important for them.<\/p>\n\n\n\n The digital sphere is enshrined in the Y generation\u2019s life.<\/p>\n\n\n\n They are far more connected to the internet and especially buy mobile. They spend a lot of time on their mobile phone, purchasing, playing games, surfing on social media, or reading news. Actually, in mainland China, 46 % of the Chinese population has access to the internet.<\/p>\n\n\n\n As a foreign company in China, most of the time you have a significant advantage compared to local companies. Actually, in China, everything that comes from western countries appears to be trendy. Indeed, the omnipresence of counterfeit products on the market contributes to damaging Chinese consumers\u2019 trust in home companies\u2019 products. Even if this generation is very influenced by western countries’ lifestyles, they are still influenced by Chinese culture. As a matter of fact, it seems very important to adapt your communication and marketing strategy. For example, if you decide to launch an advertising campaign, you should do it on WeChat<\/a>, Weibo<\/a>, or Youku<\/a> because Facebook and Instagram are not allowed in China. You need to find the right tone to address them. Because they are well educated you need to privilege qualitative content and choose good words.<\/p>\n\n\n\n China started its Western-oriented policy a not that long time ago compared with the European countries. However, one of the reasons Chinese prefers overseas brands instead of local ones is demanding high-quality and personalized services. You have to prove that you\u2019re the best on the market because the audience here is extremely picky.<\/p>\n\n\n\n 1) to avoid \u201ctrust\u201d problems never sell yourself as a \u2018new brand\u2019, instead establish yourself online<\/p>\n\n\n\n 2) encourage your customers to try new branded products with discounts, coupons, samples, special VIP services, limited offers<\/p>\n\n\n\n 3) if consumers try, give positive feedback online<\/p>\n\n\n\n One of the first and biggest mistakes that the new company might do entering China is the wrong positioning of themselves. There are usually two opposite ways of doing the wrong marketing in China: either providing your overseas product or service without any adaption to the new market or being \u201ctoo localized\u201d. Let\u2019s see some examples.<\/p>\n\n\n\n The British Cadbury \u2018Gorilla\u2019 advertisement campaign using a gorilla playing drums had a huge success in the western market. Unfortunately, the advertisement did not translate well into Chinese, so rather than perceiving a gorilla playing drums as cute or funny, the audience thought it is confusing and strange. Another example that proves the importance of deep marketing research is Sprite. Once they\u2019ve chosen a Taiwanese singer who was blacklisted by Beijing after singing the Taiwanese anthem at its President\u2019s inauguration.<\/p>\n\n\n\n Oppositely, there\u2019re some successful cases of Western companies choosing China. KFC provides various combinations of an extensive chicken menu, a favorite among Chinese, as well as local dishes. Kraft Foods, upon discovering that the Chinese don\u2019t like very sweet flavors, made an alternative Oreo cookie that had less sugar and included local favorite flavors such as green tea.<\/p>\n\n\n\n As you see, the key to a successful business in China is providing high-quality foreign brands using the right marketing strategy.<\/p>\n\n\n\n 1) choose the right Chinese name for your brand<\/p>\n\n\n\n 2) use Chinese social media to promote your company (Baidu, WeChat, Weibo, QQ, etc)<\/p>\n\n\n\n 3) create an official website based on .cn<\/p>\n\n\n\nWho are they?<\/h3>\n\n\n\n
Change in the mentalities<\/h3>\n\n\n
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5 Stereotypes about the Chinese customers<\/h2>\n\n\n
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<\/figure>\n<\/div>\n\n\nDon\u2019t care what to buy<\/h3>\n\n\n\n
Tips:<\/h4>\n\n\n\n
Prefer specifically overseas or Chinese brands<\/h3>\n\n\n\n
Tips:<\/h4>\n\n\n\n
Being poor<\/h3>\n\n\n\n
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