Selling in China
For NextBillion readers interested in China, Knowledge @ Wharton has a special section out this month that will be of interest. Selling in China is the third in a series of reports on the world’s most populous nation; this issue covers a range of topics, including the dichotomy between rich and poor consumers, sales and distribution, and competition between Western and local manufacturing firms. A glance through the first article demonstrates that K@W understands and addresses BOP challenges:
But once multinational companies get past the excitement of imagining the opportunities offered by the world’s largest consumer market — growing richer and more status conscious with each passing year — there is the sobering thought of figuring out how to go about unlocking the secrets to selling to all of these people. Who are they? How much money do they have? What do they want to buy? What motivates their purchases? What are the peculiarities of the Chinese consumer?