Dr Mathew McDougall

Reaching the Digital-Savvy Chinese Consumer

Preferences and behavior of Chinese consumers are growing more sophisticated. We have moved beyond just 'price' when determining a purchase and today's Chinese consumers are drawn toward brands by high quality, international origin, good service, and value for money.

In addition, Chinese consumers' growing individualism is reflected in their buying choices as they seek to differentiate their personality. Further, I would like to put forward the notion of two broad groups; the 'we' and 'me' generations that embody these new Chinese consumers.

Chinese consumers are not only researching the products online via consumer review sites, BBS's and SNS, but increasingly are using online channels to make purchases (such as Taobao). The amount of online shopping transactions has grown at an average annual rate of over 100 percent in the past several years.

 

While e-commerce in China is still low in absolute terms compared with online shopping in the US, the former is growing five times faster than the latter, and high growth is expected to continue, particularly as online payment mechanisms and security improve. Effectively managing online communication and engagements with customers has significant implications for companies' marketing organization structure.

 

I have put a presentation together that outlines my ideas of the digitally savvy Chinese consumer and ways marketers can engage them in driving sales and build connections. 

 

Reaching The Digital-Savvy Chinese Consumer

View more presentations from Dr Matt McDougall.


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Dr Mathew McDougall Digital Jungle Dr Mathew McDougall
Company: Digital Jungle
Position: Founder & CEO
CEO for Digital Jungle. I founded Digital Jungle in 2011 as a cross-cultural digital marketing agency. Our mission is to help International organisations connect their brands with Chinese consumers, living in China and abroad.

Latest Articles by Dr Mathew

October 9 | The Rise of Location Based SNS in China
August 13 | Is Telstra Playing in China or Not?
September 24 | Did Viral Marketing Damage the Hasbro Brand?

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