Selling to Chinese Consumers

Welcome to the first module, The Chinese Consumption Market, which provides an overview of the growth of the middle class and the sociological and economic characteristics of Chinese consumers. It also explores the effects of lay elitism on consumption choices and features dialogues with scholars and practitioners.

Module two, Digital Marketing and Relationship Management, delves into the online shopping behavior of Chinese consumers, relationship building in China, guanxi management, and the use of new media to communicate with Chinese consumers. It also includes insights from professionals in the field.

The third module, Materialism and Conspicuous Consumption, explores changing trends for Chinese consumers, materialism in China, reasons behind conspicuous consumption, and the impact of relational mobility on culturally-mixed products. It features dialogues with scholars and practitioners.

Module four, Self-Brand Connection, and How to Build a Strong Brand in China, covers how Chinese consumers understand branding, strategies for building a strong brand in China, and insights from scholars in the field. It also includes a summary and reflection on the course content.