Western Companies Need To Really Understand Chinese Consumers Before Expanding Into China

Western companies planning to expand into China should strive to understand Chinese consumers, including cultural differences and attitudes that influence their buying decisions, in order to improve their chances for success. Results of a survey of more than 4,000 Chinese consumers revealed a growing sense of patriotism among millennials; Chinese millennials define superbrands as those brands that are “relevant across many aspects of consumers’ lives;” and Western brands should also focus on the country’s rural regions as potential markets. Also, Chinese women tend to be nationalists and put significant emphasis on relationships with other women; and there is a growing trend among millennials focusing on desire for self-expression.