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Selling to Chinese Consumers

Prof. Letty Kwan

This course is designed to help learners sell their products, goods and services to Chinese consumers. To achieve this goal, the course will use evidence-based research in psychology, economics, legal studies and marketing to help learners understand the historical, economic and legal contexts of doing business in China and the behavioral characteristics of Chinese consumers. The course will cover topics in Chinese and global marketing, Chinese consumers, institutional and cultural influence on consumer motivation and behaviors in Chinese markets, and brand management in China.

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What's inside

Syllabus

The Chinese Consumption Market
China is a big consumption market. It is a distinctive consumption market because of its unique contextual and cultural factors. Why do Chinese consumers spend big money on luxury brands? What roles do historical, contextual and cultural factors play in influencing Chinese consumption habits? The current module seeks to answer these questions.
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Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Designed for learners interested in selling products, goods, and services to Chinese consumers
Utilizes evidence-based research in psychology, economics, legal studies, and marketing to enhance understanding of Chinese consumer behavior and business context
Covers comprehensive topics related to Chinese and global marketing, consumer behavior, and brand management in China
Provides insights into the unique consumption patterns and cultural factors that influence Chinese consumer decision-making
Emphasizes the importance of brand building in China and explores strategies for effective brand management
Facilitated by instructors with expertise in the field

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Reviews summary

Understanding chinese consumer behavior

According to learners, this course provides a strong foundation for understanding the unique Chinese consumption market. Students praise its coverage of historical, economic, and cultural factors influencing consumer behavior, as well as digital marketing and relationship management in the Chinese context. Reviewers found the content on materialism, conspicuous consumption, and brand building in China particularly insightful. The course is generally viewed as well-structured and its theory-based approach is seen as a strength, offering valuable insights applicable to business strategies. While focusing heavily on theory, the modules are bite-sized and easy to follow.
Course content is well-organized and easy to follow.
"The course is well-structured, with bite-sized modules that make complex topics digestible."
"I found the lectures clear and easy to understand."
"The syllabus flows logically, building knowledge progressively."
Offers applicable knowledge for market entry/strategy.
"The information provided is very useful for anyone planning to enter or expand in the Chinese market."
"I gained practical insights that I can apply to my brand management strategy in China."
"It helps in understanding how to manage relationships with consumers in the digital era."
Details the unique aspects of the Chinese market.
"Learning about the unique contextual and cultural factors of the Chinese consumption market is crucial."
"The course effectively highlights why China is a distinctive market."
"Understanding the institutional and cultural influences was very helpful for my business strategy."
Covers materialism and conspicuous consumption.
"The module on materialism and conspicuous consumption was fascinating and explained a lot of what I observe in the market."
"Understanding 'lay elitism' and social mobility's impact on consumption was a key takeaway."
"The course provides great insights into why Chinese consumers spend big on luxury brands."
Provides a deep understanding of factors shaping behavior.
"This course gave me a strong theoretical foundation on why Chinese consumers behave the way they do."
"I found the insights into the historical, economic, and cultural context very valuable for understanding the market."
"The psychological and economic principles discussed helped solidify my understanding of Chinese consumption habits."
"It explains the underlying reasons for Chinese consumer characteristics like materialism very well."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Selling to Chinese Consumers with these activities:
Review marketing concepts
Refresh memory and review fundamental concepts such as segmentation, targeting, and positioning to strengthen understanding of course materials.
Browse courses on Marketing Concepts
Show steps
  • Review definitions and theories of key marketing concepts
  • Consider practical examples and case studies of successful marketing campaigns
  • Test understanding by completing practice problems or quizzes
Review Chinese history and culture
Strengthen knowledge of Chinese history and culture to enhance understanding of consumer behavior and motivations.
Browse courses on Chinese History
Show steps
  • Read books or articles about Chinese history and culture
  • Watch documentaries or films to gain insights into Chinese society
  • Practice Chinese language to improve comprehension of cultural nuances
Explore online resources for managing cross-cultural marketing
Enhance knowledge and skills by engaging with online resources and tutorials specifically designed for cross-cultural marketing.
Browse courses on Cross-Cultural Marketing
Show steps
  • Identify relevant online resources and tutorials
  • Review materials and case studies to gain insights
  • Apply learning to course materials or real-world examples
One other activity
Expand to see all activities and additional details
Show all four activities
Attend industry events focused on China business
Expand professional network and gain firsthand insights by connecting with professionals in the field.
Show steps
  • Research and identify relevant industry events
  • Prepare an elevator pitch and engage with attendees
  • Follow up with contacts and continue networking

Career center

Learners who complete Selling to Chinese Consumers will develop knowledge and skills that may be useful to these careers:
Marketing Director
Marketing Directors lead and oversee all aspects of marketing for a company or organization. They develop and execute marketing strategies, manage marketing budgets, and analyze marketing data to measure the effectiveness of campaigns. This course will help you understand the Chinese consumer market and develop strategies to reach this important customer base. The course covers topics such as Chinese consumer behavior, digital marketing, and brand management in China.
See salaries and explore the career path for Marketing Director
Marketing Manager
Marketing Managers develop and execute marketing campaigns for companies or organizations. They work with marketing directors to develop marketing strategies and budgets, and they oversee the implementation of marketing campaigns. This course will help you understand the Chinese consumer market and develop strategies to reach this important customer base. The course covers topics such as Chinese consumer behavior, digital marketing, and brand management in China.
See salaries and explore the career path for Marketing Manager
Brand Manager
Brand Managers are responsible for developing and managing brand strategies for companies or organizations. They work with marketing teams to develop and execute marketing campaigns, and they oversee the development of new products and services. This course will help you understand the Chinese consumer market and develop strategies to build strong brands in China. The course covers topics such as Chinese consumer behavior, brand management, and digital marketing.
See salaries and explore the career path for Brand Manager
Product Manager
Product Managers are responsible for developing and managing products for companies or organizations. They work with marketing and engineering teams to develop and launch new products, and they oversee the development of product roadmaps. This course will help you understand the Chinese consumer market and develop strategies to develop products that meet the needs of Chinese consumers. The course covers topics such as Chinese consumer behavior, product development, and digital marketing.
See salaries and explore the career path for Product Manager
Sales Manager
Sales Managers are responsible for leading and managing sales teams for companies or organizations. They develop and execute sales strategies, manage sales budgets, and analyze sales data to measure the effectiveness of sales campaigns. This course will help you understand the Chinese consumer market and develop strategies to sell products and services to Chinese consumers. The course covers topics such as Chinese consumer behavior, sales management, and digital marketing.
See salaries and explore the career path for Sales Manager
Business Development Manager
Business Development Managers are responsible for developing and managing business relationships for companies or organizations. They work with clients to identify and develop new business opportunities, and they oversee the development of new products and services. This course will help you understand the Chinese consumer market and develop strategies to enter and grow your business in China. The course covers topics such as Chinese consumer behavior, business development, and digital marketing.
See salaries and explore the career path for Business Development Manager
Market Research Analyst
Market Research Analysts are responsible for conducting market research studies for companies or organizations. They collect and analyze data on consumer behavior, market trends, and competitive landscapes. This course will help you understand the Chinese consumer market and develop strategies to conduct market research in China. The course covers topics such as Chinese consumer behavior, market research, and digital marketing.
See salaries and explore the career path for Market Research Analyst
Consumer Insights Manager
Consumer Insights Managers are responsible for developing and managing consumer insights for companies or organizations. They work with marketing and product development teams to identify and understand consumer needs and motivations. This course will help you understand the Chinese consumer market and develop strategies to develop consumer insights that can drive business decisions. The course covers topics such as Chinese consumer behavior, consumer insights, and digital marketing.
See salaries and explore the career path for Consumer Insights Manager
Digital Marketing Manager
Digital Marketing Managers are responsible for developing and executing digital marketing campaigns for companies or organizations. They work with marketing teams to develop and implement digital marketing strategies, and they oversee the development of digital marketing content. This course will help you understand the Chinese consumer market and develop strategies to reach Chinese consumers through digital channels. The course covers topics such as Chinese consumer behavior, digital marketing, and social media marketing.
See salaries and explore the career path for Digital Marketing Manager
Social Media Manager
Social Media Managers are responsible for developing and managing social media strategies for companies or organizations. They work with marketing teams to develop and implement social media campaigns, and they oversee the development of social media content. This course will help you understand the Chinese consumer market and develop strategies to reach Chinese consumers through social media. The course covers topics such as Chinese consumer behavior, social media marketing, and digital marketing.
See salaries and explore the career path for Social Media Manager
Consultant
Consultants provide advice and guidance to companies or organizations on a variety of business issues. They work with clients to identify and solve business problems, and they develop and implement solutions. This course will help you understand the Chinese consumer market and develop strategies to provide consulting services to Chinese companies.
See salaries and explore the career path for Consultant
Business Analyst
Business Analysts work with companies or organizations to identify and solve business problems. They analyze business data, develop business solutions, and implement business process improvements. This course will help you understand the Chinese consumer market and develop strategies to conduct business analysis in China. The course covers topics such as Chinese consumer behavior, business analysis, and data analytics.
See salaries and explore the career path for Business Analyst
Data Analyst
Data Analysts work with companies or organizations to collect, analyze, and interpret data. They develop data-driven insights that can help businesses make better decisions. This course will help you understand the Chinese consumer market and develop strategies to conduct data analysis in China. The course covers topics such as Chinese consumer behavior, data analysis, and data visualization.
See salaries and explore the career path for Data Analyst
Operations Manager
Operations Managers are responsible for overseeing the day-to-day operations of companies or organizations. They work with teams to develop and implement operations strategies, and they ensure that operations are efficient and effective. This course will help you understand the Chinese consumer market and develop strategies to manage operations in China. The course covers topics such as Chinese consumer behavior, operations management, and supply chain management.
See salaries and explore the career path for Operations Manager
Supply Chain Manager
Supply Chain Managers are responsible for overseeing the supply chain of companies or organizations. They work with suppliers to develop and implement supply chain strategies, and they ensure that supply chains are efficient and effective. This course will help you understand the Chinese consumer market and develop strategies to manage supply chains in China. The course covers topics such as Chinese consumer behavior, supply chain management, and logistics.
See salaries and explore the career path for Supply Chain Manager

Reading list

We've selected ten books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Selling to Chinese Consumers.
Cover image
Engaging Social Media in China
Save
Focuses on the digital marketing landscape in China, including social media, e-commerce, and mobile marketing. It provides practical insights and strategies for reaching and engaging Chinese consumers online.
Engaging Social Media in China: Platforms, Publics,...
Paperback
$$
Engaging Social Media in China: Platforms, Publics,...
Kindle Edition
$$
Cover image
China - Yunnan Province
Save
Provides a comprehensive guide to building and managing successful brands in China. It covers all aspects of branding, from brand strategy to brand management.
China - Yunnan Province
Paperback
Check
China - Yunnan Province
Kindle Edition
Check
Cover image
Small Business Sourcebook
Save
Provides a strategic guide to the Chinese consumer market. It includes insights into the Chinese economy, consumer trends, and marketing strategies.
Small Business Sourcebook
Paperback
Check
Small Business Sourcebook
Kindle Edition
Check
Cover image
China's Commercial Health Insurance
Save
Provides insights into the needs and wants of Chinese consumers. It includes data on consumer spending, demographics, and psychographics.
China's Commercial Health Insurance (Routledge...
Paperback
$$
China's Commercial Health Insurance (Routledge...
Kindle Edition
$$$
Cover image
The Change of Global Economic Governance and China
Save
Provides a guide to understanding and investing in the Chinese economy. It includes insights into the Chinese economic system, macroeconomic trends, and investment opportunities.
The Change of Global Economic Governance and China
Paperback
$$$$
Cover image
Mergers and Acquisitions
Save
Provides a guide to the Chinese tax system for foreign investors. It covers all aspects of the tax system, from corporate income tax to individual income tax.
Mergers and Acquisitions
Paperback
Check
Mergers and Acquisitions
Kindle Edition
Check
Cover image
The Inter-Bank Bond Market in the People’s Republic...
Save
Provides a guide to the Chinese banking system for foreign investors. It covers all aspects of the banking system, from central banking to commercial banking.
The Inter-Bank Bond Market in the People’s Republic...
Paperback
Check
The Inter-Bank Bond Market in the People’s Republic...
Kindle Edition
Check
Cover image
The Chinese Economy, second edition
Save
Provides insights into the rise of China as an economic superpower. It covers all aspects of the Chinese economy, from the role of the government to the development of the private sector.
The Chinese Economy, second edition: Adaptation and...
Paperback
$$
The Chinese Economy, second edition: Adaptation and...
Kindle Edition
$$
Cover image
The War for China’s Wallet
Save
Provides insights into the Chinese consumer market, including their values, beliefs, and behaviors. It also includes case studies of successful marketing campaigns in China.
The War for China’s Wallet
Paperback
Check
The War for China’s Wallet
Kindle Edition
Check
Cover image
Fundamentals of Multimedia
Save
Offers a comprehensive overview of Chinese consumer behavior, covering topics such as cultural influences, motivations, and decision-making processes.
Fundamentals of Multimedia (Texts in Computer...
Hardcover
$$$
Fundamentals of Multimedia (Texts in Computer...
Kindle Edition
$$$

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Course image
Effort
4 weeks of study, 3 hours/week
Level
Introductory
Via
Coursera
Institution
The Chinese University of Hong Kong
Instructor
Prof. Letty Kwan
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова Bahasa Indonesia ไทย қазақша tiếng Việt
This course belongs to a collection called Doing Business in China. It's comprised of four courses:
  1. Entrepreneurship
  2. China Strategy
  3. Doing Business in China Capstone
  4. Selling to Chinese Consumers (viewing)
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Designed for learners interested in selling products, goods, and services to Chinese consumers
Utilizes evidence-based research in psychology, economics, legal studies, and marketing to enhance understanding of Chinese consumer behavior and business context
Covers comprehensive topics related to Chinese and global marketing, consumer behavior, and brand management in China
Provides insights into the unique consumption patterns and cultural factors that influence Chinese consumer decision-making
Emphasizes the importance of brand building in China and explores strategies for effective brand management
Facilitated by instructors with expertise in the field
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