中国的许多面孔
劫掠老虎由它的互联网
由Kris · Oser
“它是没有夸大说北京奥林匹克在2008代表`来’中国的党”，说本Macklin， eMarketer高级分析员和新的报告的作者，中国互联网观众。 “当中国享用了时妙极经济增长在过去20年期间，和现在是第四大经济在世界-和第二大根据购买力量同等-它的国际影响，并且名誉未匹配它发芽的经济实力。 但所有改变。“
2008奥林匹克运动会是中国的机会确信地跨步世界阶段，并且言， “你好，我到达了”。 相似1988奥林匹克指示了一个转折点为南韩，它是可能的 2008将指示一个相似的转折点为现代中国。
“实际上，带领北京奥林匹克可能是世界看了的最大的跨国推销锻炼，并且剧烈竞争将延长数十年以远”，先生说。 Macklin。 “并且其中一条最重要的销售渠道将是互联网”。
当eMarketer估计时互联网用户只代表了大约10% (134百万) 2006年总中国人口，图在2011年内将成长为245百万名互联网用户。
未加工的数字，然而，不显露在中国面对外国公司设法得到一个立足处的许多挑战。
“如果有可以从过去突袭的许多失败被搜集进入中国的一个重要教训”，先生说。 Macklin, "it is that doing business in China requires an enormous amount of patience, and a thorough understanding of the local people and business dynamics."
Here are some other lessons about doing business in China:
1. Understand Your Customers — seek out someone on the ground in China who knows what makes the Chinese tick
2. Think Local, Act Local — it may be possible to duplicate some Western marketing strategies when targeting affluent Chinese in the top-tier cities of Beijing or Shanghai, but to target the majority of the Chinese population, a specific and fine-grained local marketing strategy is required
3. Chinese Are Thrifty and Demand Value — the average Chinese consumer saves over 25% of his income, a much higher percentage than his Western counterpart does
4. Chinese Under-30s Are Online — the average Chinese Internet user is young and well-educated and spends a good deal of time every week online seeking and creating information
"The opportunity is vast," says Mr. Macklin. "By the end of the decade, China is likely to overtake the US as the largest Internet market in the world in terms of sheer numbers."
With annual Internet user growth likely to continue to be in the double digits over the next five years, eMarketer expects that China will have some 40 million more Internet users than in the US in 2011 — and that will still represent only 18% of China’s total population, clearly indicating there is plenty of room for growth.
eMarketer predicts that there will be over half a billion Internet users in China in 2025.
"Marketers should not make the mistake of considering China as a single, monolithic market," says Mr. Macklin. "Like Europe, China is a rich tapestry of ethnicities, languages, geographies and socioeconomic regions."
To prepare for this huge opportunity, read the new eMarketer report, China Internet Audience, today.
Kris Oser, eMarketer
