中國的許多面孔
劫掠老虎由它的互聯網
由Kris ・ Oser
「它是沒有誇大說北京奧林匹克在2008代表`來』中國的黨」，說本Macklin， eMarketer高級分析員和新的報告的作者，中國互聯網觀眾。 「當中國享用了時妙極經濟增長在過去20年期間，和現在是第四大經濟在世界-和第二大根據購買力量同等-它的國際影響，并且名譽未匹配它發芽的經濟實力。 但所有改變。「
2008奧林匹克運動會是中國的機會確信地跨步世界階段，并且言， 「你好，我到達了」。 相似1988奧林匹克指示了一個轉折點為南韓，它是可能的 2008將指示一個相似的轉折點為現代中國。
「實際上，帶領北京奧林匹克可能是世界看了的最大的跨國推銷鍛煉，并且劇烈競爭將延長數十年以遠」，先生說。 Macklin。 「并且其中一條最重要的銷售渠道將是互聯網」。
當eMarketer估計時互聯網用戶代表仅大約10% (134百萬)在2006年內總中國人口，圖在2011年內將成長為245百萬名互聯網用戶。
未加工的數字，然而，不顯露在中國面對外國公司設法得到一個立足處的許多挑戰。
「如果有可以從過去突襲的許多失敗被搜集進入中國的一個重要教訓」，先生說。 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
