Orientation China Guidebook, Chapter 9: Connecting with Consumers in China
Published by: The American Chamber of Commerce in Shanghai
Author: Kunal Sinha, Regional Cultural Insight Director, Ogilvy & Mather Greater China
The American Chamber of Commerce in Shanghai invited Kunal Sinha, Regional Cultural Insight Director, Ogilvy & Mather Greater China, to contribute a chapter on connecting with the Chinese consumer to their book Orientation China Guidebook. The book has just been published and you can read the following summary or click here to read the complete chapter.
Kunal Sinha provides a snapshot of China’s complex consumer landscape in the American Chamber of Commerce’s guidebook for companies entering China. In the chapter ‘Connecting with Consumers in China’, he tells them to be mindful of cultural and social diversity and illustrates how social networks provide opportunities for companionship, freedom of expression, creativity and commerce. He explains how Chinese consumers are judging multinational companies on their own terms; even as local brands are looking at expanding and deepening their relationships with consumers within China.