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Billions: Selling To The New Chinese Consumer (平装)
by Tom Doctoroff (CEO, JWT GREATER China), Martin Sorrell (Foreword)
| Category:
China Business, Marketing & Sales |
| Market price: ¥ 168.00
MSL price:
¥ 148.00
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
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MSL rating:
 Good for Gifts |
| MSL Pointer Review:
This book is both a marketing primer and a snapshot of modern Chinese life, and is vital for students, business people, and even upper middle class Americans planning a trip to the PRC. |
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AllReviews |
1 Total 1 pages 7 items |
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Jesse Kornbluth (MSL quote), USA
<2007-03-05 00:00>
As I write, Google has just announced that it will censor Internet searches in order to gain entry to China, the fastest-growing Internet market on the planet.
Many Americans are shocked - just as they were shocked when Microsoft and Yahoo agreed to similar restrictions.
On another day, you could count on me to be shocked and dismayed. I'm not. That's because I've just read 'Billions.' And I now understand something that liberty-loving Americans don't: Individual freedom is just not that important to most of the 1.3 billion Chinese people. They are still living according to the codes of Confucius, who died 2500 years ago. And while they may not hold to Confucian beliefs for another 2500 years, they are not abandoning them any time soon.
But isn't China the fourth largest economy in the world? Isn't China an enormous shopping and manufacturing mall, home of the labels in your shirt and the parts in your hard drive? Isn't the Chinese middle class growing as if it's on steroids? Isn't China, in short, very much like America when we were in a great growth spurt?
Yes to all but the last question. And that's where the China story gets really interesting. The Chinese may be anxious to bankroll the America dollar, they may be thrilled to do business with us, but they are not like us in very fundamental ways.
Tom Doctoroff, head of an American advertising agency's China division, studies the Chinese market to see how products are sold and how they might be sold better. Those who think advertising is just a matter of inventing clever phrases and making eye-catching commercials have a big surprise in store for them - the key to success is insight. Deep sociological insight.
Another Amazon reviewer has described this as 'a deceptively insightful book.' Just so. It's not what you'd expect from an advertising exec. Or, for that matter, from a sociologist. Instead, it's the work of a world-class cultural reporter, who assembles a thousand interesting facts and then fits them into a conclusion that's the furthest thing from a slogan or easy truism. In the process, he delivers --- almost as an afterthought --- the best look at Chinese life I've seen in years.
Consider: Successful Chinese buy Buicks, a brand all but dead here. They prefer the Audi to the Mercedes. They almost went nuts when Toyota made a commercial showing Chinese stone lions bowing to the Japanese car. They like SUVs, especially the Lincoln Navigator, which is called 'The President' in China. They adore Montblanc pens, but mostly for the way others can see the white star when the pen is in your pocket.
Did you know there are at least 150 manufacturers of air-conditioners in China and what that says about Chinese industry? Do you understand why the airports look great, but are, in essence, made of tin foil-covered cardboard? Do you grasp why there are sex shops all over the place but no sex in Chinese advertising? Why Chinese TV shows are anything but reality-based? How a local brand can wipe out a multi-national giant? And how the Beijing Olympics in 2008 are 'the most ambitious brand-building exercise in history'?
Doctoroff has fascinating answers for those questions and more. But most valuable of all, he explains the schizophrenia at the heart of middle-class life in China - the split between Confucian allegiance to order and rank and targeted ambition on one hand, and raw Westernized individualism on the other. How will it resolve? It may not. As Doctoroff reminds us, the Communist party is still the biggest brand in China.
From shampoos sold to the poor in rural villages to luxury cars and fancy apartments in Shanghai, Tom Doctoroff covers it all. His book is like a visit to China with an excellent guide - just without lung-burning pollution and street-vendors trying to sell you the latest DVDs. If you're at all interested in China, are thinking of traveling there or are contemplating doing business with the Chinese, this book is required reading
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zhangmin , China, PRC
<2007-03-05 00:00>
I am a local Chinese living in Beijing and work in a Korean company that manufacturers and markets consumer electronics. Most foreigners don't understand us and think they are better than Chinese. That causes big mistakes! Remember the time Nike ads got banned? But the author really knows Chinese people (its scary) and even seems as to admire us. This book is very perceptive it's hard to believe a loawai wrote it.
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Millie Van Deusen (MSL quote), USA
<2007-03-05 00:00>
The marketing universe described in Doctoroff's book seems both familiar to Americans (its size, scale and ambitiousness) and utterly foreign. Its Confucian view of the world is brought home with a series of insights that can be used to build a strong brand. One that I particularly liked described how American mothers want their babies to grow bigger, faster, taller. In a bit of marketing mumbo jumbo, Doctoroff calls this "transformational benefits." Chinese mothers, on the other hand, are more concerned about the dangers of the world and therefore seem immunity and other "protective" benefits. This is just one example and there are loads more.
Doctoroff's analyses of many "sub" markets - youth, men, women - are pretty fascinating and eye opening. Almost like a parallel universe. The middle section is probably the least accessible to non-marketing types but the rest of the book is surprisingly accessible and easy to understand.
A really good - even fun - read.
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Marketing Whiz (MSL quote), USA
<2007-03-05 00:00>
I've been amused by Doctoroff's blog blitz. His team hit the blogosphere with 12 "Facts" about the "Confucian Consumer." Obviously, given our aversion to cultural generalizations, he was bound to step into some doo doo. Many of his conclusions were maligned.
I thought, however, they had the ring of truth and ordered the book. "Billions," contrary to some complaints, doesn't claim that there 1.3 billions consumers march in unison. The first several chapters cover different market segments. But the book is pretty clear in arguing that a "Chinese worldview" does exist and, what's more, is relevant when marketing Western goods in China. (Don't Western values reflect a "Christian Worldview," despite the fact that many of us are lapsed church goers.?) The insights Doctoroff reveal are, I think, pretty compelling and are rooted in Confucianism and Daoism. Doctoroff has actually written a deceptively important book.
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Denton (MSL quote), USA
<2007-03-05 00:00>
This book makes me recall why I went into advertising in the first place. It's written from a psychological and athropoligical point of view. Doctoroff gives the impression that China is, from an brand building point of view, virgin territory, not a market where tactics are everything or we obsess about splintered communication while losing focus on the big idea and big insight.
How do I get a job in Shanghai?? The book made me want to pack my bags.
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A reader (MSL quote), Shanghai, China
<2007-03-05 00:00>
No, we're not. This is the accurate conclusion of Doctoroff's book. Too many Western companies think we are and, as a result, make big mistakes. A quote from p. 2 says it all...
"...We (Westerners) are moral absolutists and they are relativists. We value social dynamism, they value order. We view history's march as linear. They view it as cyclical, driven by fate. We believe society is "good," they believe it corrupts. We are monotheists...and they are atheists, unified on a spiritual plain by a belief in Chinese culture.'"
What's amazing about the book he Doctoroff makes it clear what this also has to do with marketing soap, cars and diamonds.
A must read for foreigners trying to make it.
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Donald Mitchell (MSL quote), USA
<2007-03-05 00:00>
Confucius, Daoism, Communism, Industrialization, Urbanization, One-Child Families, Great Leap Forward, Education and Profit Is Good: What do these themes mean for those who wish to sell in China? They are all important influences which you need to understand. Each Chinese consumer is uniquely influenced by the combination. The result includes some pretty interesting apparent contradictions such as prudishness about sex in advertising in a country where sexual trade is wide open at the street level.
In this insightful book, JWT Greater China CEO, Tom Doctoroff explains those influences and how they operate today. That's just the beginning.
From there, he shows you case history after case history of how global and Chinese companies have done well and poorly in acknowledging those influences. I found seeing the actual advertisements to be extremely helpful in understanding the book's points.
If that weren't enough, Mr. Doctoroff goes on to provide excellent perspectives into management challenges of properly serving 1.3 billion consumers in China.
Most books about China are filled with glittering generalities that leave you just as uninformed as you were when you started. Through careful description, segmentation and exposition of specific marketing challenges, Billions makes you feel as at home in China as you would feel in marketing a new video game to American teens.
As an example of how focused the book is, Billions provides:
- Ten basic tips for effective Chinese advertising
- Five mistakes most often made by multinational companies in China
- Five structural barriers within Chinese corporations that harm the development of strong local brands
- Three areas of Chinese domestic brand stagnation
- Three areas of Chinese domestic brand progress
- Six effective MNC-counterattack strategies to offset the domestic Chinese brands
- Ten ways to shape international brands into global icons with Chinese characteristics to serve the Chinese community world-wide.
I thought that the description of how the Beijing Olympics should be pursued as a branding opportunity was worth the price of the book alone.
Usually, companies send second-raters to markets like China. JWT obviously sent its best when Mr. Doctoroff took over. Read and learn to profit!
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1 Total 1 pages 7 items |
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