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China’sStrengths
Yettheattractionsformarketersfaroutweighthedrawbacks.First,Chinais
huge.Thesheersizeofthepotentialmarketissufficientreasonformany
marketersoffast-movingconsumergoods(FMCGs)tosetupmainland
operations,withalmostaquarterofabillionurbanconsumersdestinedto
becomemiddle-incomeshoppersbytheendofthedecade.
Second,Chinahasastrongeconomy.Despiteanoutbreakofsevereacute
respiratorysyndrome(SARS)inthefirsthalfoftheyear,China’sgrowthrate
remainsfairlyrobust,buckingaglobaleconomicdownturn.Multinational
companies(MNCs)sellingFMCGsmaybetighteningtheirbeltselsewhere
aroundtheworld,butinChinaMNCsarestillpreparedtoinvestheavilyin
localisingoperationsandmarketingtheirproductsaggressively.Domestic
FMCGfirmshaverespondedbyraisingtheirownbudgets:accordingtoUS
mediaspecialistfirmACNielsen,adspendbylocalmanufacturersaccounted
formorethantwo-thirdsoftotaladspendinChina'sFMCGmarketin2009.
Third,Chinaisincreasinglyintegrated.MembershipoftheWorldTrade
Organisation(WTO)sinceDecember2009isforcingopenpreviously
restrictedsectorstoforeigncompetitionandreinvigoratingforeigndirect
investment(FDI)ratesinthemainlandmarket.Increasingintegrationmeans
moreglobalevents–suchasOlympicGamesinBeijingin2009and
Shanghai’shostingoftheWorldExpoin2010.Marketersarekeentoexploit
thehypesurroundingsuchevents:thetopteninternationalOlympicsponsors
–suchasCoca-ColaandKodakoftheUS–arepayingmorethanUS$50
millioninreturnforexclusiveadvertisingspacearoundsportingvenuesand
forrightstousetheOlympiclogoontheirproducts.
Fourth,China’sconsumersareconnected.Tech-savvyandcomfortablewitha
hugerangeofincreasinglyaffordableconsumerelectronics,anewgeneration
ofconsumersisnowincreasinglyconnectedtothemediaandother
communicationschannels.ColourTVs,personalcomputersandmobile
phonesarethenewmust-havesinChina’surban(andincreasingly,rural)
households.Thistechnologicalleapfroggingoffersgreatnewpossibilitiesfor
directmarketers.
Fifth,China’sconsumersareincreasinglysophisticated.Exposedtoarapidly
expandingrangeofproductandservicesinthemarketplace–atincreasingly
affordableprices,thankstointensemarketcompetition–localconsumersare
gainingconfidence.Thisinturnispromptingmarketerstoexploreunderdeveloped
nichemarkets–suchasbabycareproducts,naturalhealthfoods
andfinancialservices.Theconsumer,spoiltforchoiceofnewandimproved
productsandservices,makesincreasinglyindividualchoiceswhenshopping–
thuscreatinggreaterdemarcationbetweenconsumergroupswhich
marketerscanlooktotargetevermoreeffectively.
TheoutlookforDM
Whilethedirectmarketingindustryisgrowingonlyslowly,theoutlookfor
China’sconsumermarketdoesoffergreatincentives.Evenacceptingthefact
thatofficialstatisticsover-estimatelocalconsumergrowth,theproliferation
ofmediaandcontinuedheavyspendingbylocalFMCGcompaniesinabidto
winmarketshareofferssignificantpotentialfordirectmarketers–notablyin
traditionallyhigh-spendingsectorssuchas:pharmaceuticals(threeofthetop
fourTVadvertisingspendersaremanufacturersofcoldtreatments,traditional
Chinesemedicineandvitamins);cosmeticsandtoiletries;andhousehold
appliances.
WhileTVwillcontinuetoaccountforbyfarthelargestshareofadspend,
bothlocalandinternationalFMCGfirmswilleventuallybegintoturntodirect
marketinginanefforttotargetChina’sincreasinglysophisticatedurban
consumersininnovative,eye-catchinganddiverseways.Accordingto
surveysbyMillwardBrownInternational,amediaresearchgroup,local
consumersarebecominglessenamouredwithTVadvertising:arecent
surveyindicatedthatShanghaiviewersignored34ofTVCsbecausethey
foundthemirrelevantandirritating.
AsmarketingviaTVandthemassmediabecomesincreasinglycompetitive,
consumer-goodsfirmsareincreasinglyseekingwaystotargettheirconsumer
segmentsmoreintelligently.Directmarketingallowsmarketersfirstto
identifytheirtargetaudience,learnmoreaboutthemandthenbettertomeet
theirneeds.Inthisway,theycanraisereachrateswhilelimitingtheircosts.
Directmarketingtoolsinclude'junkmail'–stillarelativenoveltyformost
localconsumers–andonlinemarketing.Foreign-investedmarketing
campaignsfocusingonyouthconsumersincreasinglyrelyondatabase
marketingandonlineclubs–whichinturnuseSMStechnologyand
interactiveemailcampaigns.，大小：4.56 MB
