© Copyright Forbes 20112
To see how major brands are approaching the emerging Chinese consumer, Forbes Insights, in association withthe World Federation o Advertisers, surveyed more than 300 China-based senior executives at large consumer-ocused businesses ($250M plus in annual revenues) responsible or creating, managing, or executing theircompanies’ marketing strategies in China. The key fndings include:
About a third o Chinese (35%) and non-Chinese (32%) companiestoday are ocused on brand awareness as a key marketing goal or the coming year. Among non-Chinesecompanies, 36% are ocused on creating positive brand perception.
Three years rom now, their top priorities will shit rombrand awareness to increasing sales/revenue rom China, and expanding into new regions/areas in China.
The vast majority o non-Chinesemarketers (63%) indicated they believe they need to change their brand attributes or Chinese consumers.
Over aquarter (27%) o Chinese respondents indicated they intend to expand their brands globally.
Overall, eight o ten respondents agreed thatgrowth is most likely beyond the frst-tier cities o Beijing, Shanghai, and Tianjin.
—79% o respondents have it as part o their marketing programs or 2011. But lookingahead, new platorms may emerge as marketers will be ormulating integrated communications strategies.
About90% o survey respondents said they are extremely or very important, especially when it comes tocommunicating with younger consumers.
These include a lack oreliable market research, a lack o operational transparency in the Chinese marketing communicationsindustry, and a need to fnd qualifed marketing talent and leadership.
in order to protect thereputation o marketing with consumers and government in China over the longer term.