April 11, 2006

How to advertsie in China


  1. Don’t anger Beijing: the Chinese power structure is deeply suspicious of advertising.

  2. Keep it simple in smaller and rural cities: 800 million rural consumers have little experience of “creative”.

  3. Teach the old: parents, uncles, aunts and grandparents want you to get straight to the point.

  4. Amuse the young with “China cool” – but don’t rock the boat.

  5. Show the promise, not the process: new Chinese shoppers need all the help they can get.

  6. Tell Mom they need her: Chinese women hold up half the sky. In the home, the role of even liberated women is paramount.

  7. Don’t show real lives: daily life in China is an obstacle course. Don’t remind them.

  8. Be confident, but never, ever brag: in a Confucian society boasting is the pits.

  9. Big is beautiful: top quality ads signal corporate credibility.

  10. When all else fails, use a baby.

From Billions: Selling to the New Chinese Consumer. Reprinted courtesy Palgrave Macmillan.Glance the book!

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