Selling to China's rich and not so rich: Need to go beyond the luxury market

Abstract

Purpose

To add to the information about how Western companies are marketing their products in China, and to provide some insight into the changing character of the Chinese customer‐base.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Clay Chandler comments on how luxury brand companies such as Gucci are staking out retail space in China as the country's booming economy is creating millionaires. Yougang Chen and Jacques Penhirin explain the challenges facing multinational companies who want to move on from supplying just the rich consumers in China, but broaden their business range to the middle and lower income segments – without harming their luxury‐end sales. David Drickhamer reports on how domestic appliance manufacturer Whirlpool is working to build up its brand in the minds of Chinese consumers. As part of its strategy, it is introducing customer segmentation and going up‐market. Tom Lowry features Yao Ming, a US‐based basketball star. who could be the next Michael Jordon in terms of endorsements. Large US companies are clamoring to sign him up in marketing deals with the aim of selling more of their products to the huge Chinese market.

Originality/value

Experiences and expertise related in these articles can help companies wishing to do business with China to understand more about the complexities of targeting this vast and varied market.

Citation

(2005), "Selling to China's rich and not so rich: Need to go beyond the luxury market", Strategic Direction, Vol. 21 No. 6, pp. 5-7. https://doi.org/10.1108/02580540510594093