Idea in Brief
The Problem
Western executives of multinational brands seeking to expand globally are quick to export their media and ad strategies to developing markets. But these theories and practices, created largely in the West, are not enough to succeed in China’s new landscape.
The Context
Chinese marketers rely on the creation of shareable, viral content and the presence of dominant, channel-straddling media giants. The Chinese approach is faster, cheaper, and often more effective than Western marketing is. It’s also more embracing of risk.
The Way Forward
Western firms must learn to adapt in six ways to successfully market in China. These techniques may also help them compete around the world.
In 2017, the fast-growing Chinese liquor brand Xi Jiu wanted to launch an ad campaign to boost sales in anticipation of Chinese New Year. If Xi Jiu were a large Western company in a developed market, its brand managers would have begun laying plans many months in advance—consulting with an ad agency; allocating money to TV, online, and billboards; brainstorming creative approaches; and filming commercials.
