We said marketing is the easiest of 2 challenges. What do we mean?
Well, if you hadn't noticed, Asian people are different to us, different language, different culture, different mind set, different values.
On the street, they have a sense of urgency, hurried, more purposeful than we laid back Kiwis. They regulate their children's free and study time more and place different emphasis on some aspects of life.
Maybe we laugh and say: "When in NZ do as we do."
Easier said than done.
If you have ever travelled, I don't mean the Big OE to UK when you were 20 something, but actually lived in a foreign culture such as Asia or the Mid East you would have taken your Kiwi culture with you.
Once the initial "WOW" followed by the inevitable homesickness wears off, your culture becomes your life line and security blanket, your survival kit, a coping mechanism. It is hard to "grow out of."
So, what am I saying?
If you want to sell to Chinese you must consider their culture in your marketing, not arrogantly expect them to adapt to yours, which is just as hard for brands to adjust to as well.
But tread cautiously, there is an ultra fine line between between adjusting and pandering or worse, patronising.
Cultural arrogance is something many brands innocently fail to consider when marketing on their home turf and survive, but to fail to accept it when marketing overseas is suicidal. But that's common sense, isn't it?
You would think so, yet brands come to China trying to use the same strategies as elsewhere, mostly those with Anglo Saxon heritage.
China is different, different from NZ, different from Japan, Singapore and Korea, yes, in some ways, different even from Taiwan.In short: develop a totally China centric marketing plan and strategy.