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STRATEGIC MANAGEMENT ESSAY: A study of Airbnb's localization strategy in China and

its eventual exit from the Chinese market

Student’s Full Name

Institutional Affiliation
Course Name and Code
Instructors’ Name
Date Due
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Overview of the Chinese Airbnb Market and Background of the Problem

Airbnb was founded in 2008 and is based in San Francisco, California. Airbnb aspires to be a
user-friendly and trustworthy corporation in society. It aims to ensure that users may search for and book
lodgings over the internet. Bookings can be made at any location in the world. Whatever form of lodging
the consumer desires, it will be easily available. The company aims to ensure that consumers receive
world-class service from welcoming users.
Furthermore, the business wants to make sure that consumers can profit and put their extra space
to good use. As a result, the organization connects space owners with persons looking for housing. The
corporation does not own the rooms but merely charges a service fee. Thus, the service and main
peripherals include booking, feedback, trip advice, insurance, social network formation, and verifications.
When comparing the cultural profiles of China and the United States, it is clear that there are
significant disparities between them. Individualism is prevalent in the United States, with people placing
a high importance on their accomplishments. However, the individualist approach is offensive to the
Chinese, who want to be rewarded for national and communal identity rather than personal achievements.
Americans have a distinct communication style from the Chinese; Americans are direct, forceful, and
aggressive, whereas Chinese communicate respectfully, politely, and courteously. Chinese people
emphasize personal ties over commercial dealings and seek to create relationships with business
colleagues. Americans can distinguish between business and friendship and conduct business with
individuals they do not need to know personally. Employees in the United States are not afraid to criticize
their superiors and work closely with them, but employees in China are polite to managers and accept
their word as the ultimate decision. In decision-making processes, Americans think "time is money" and
urge staff to make speedy conclusions, but in China, decisions are carefully considered. Americans
prioritize contracts in business, but the Chinese emphasize trust and closing agreements with handshakes
rather than legally binding contracts.
Many multinational firms have found the Chinese market enticing due to its high potential.
However, the Chinese market may be distinguished as a distinct location where culture heavily influences
commerce. Airbnb is one of the firms experiencing challenges. In terms of leadership connectivity,
Airbnb China confronts several complications. Airbnb must grasp the nuances of the Chinese market to
avoid these difficulties. In this regard, Airbnb China organized forums in its American headquarters that
examined China's national conditions, the internet sector's standing, and the competitive environment of
the tourism sector. The venue serves as a means of educating individuals about the Chinese market and
assisting them in better understanding it. Furthermore, Airbnb invites some American employees to visit
the Chinese headquarters to promote the Airbnb Social message charge.
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When it comes to the Chinese market, Airbnb is treading carefully. Airbnb development is
gradual in China since the home-sharing sector is still in its infancy. Unlike home-sharing, ride-sharing
business Uber has taken off in China. Airbnb appeals to outbound Chinese tourists, making incoming
Chinese passengers the company's new target market.
The staffing policy analyzes and evaluates the organization's present policies and
recommendations based on our study. Our paper focuses on the many staffing rules that AirBnB must
consider, including ethnocentric, polycentric, and geocentric personnel. An ethnocentric personnel
philosophy will guarantee that AirBnB remains cohesive rather than expanding. As a result of the
polycentric hiring philosophy, Chinese locals can advance in their professions. Geocentric employment
policies may enhance AirBnB's cultural knowledge of many regions and markets, and this staffing policy
is adaptable. However, the research also looks at the fact that the analysis performed has certain
limitations. An ethnocentric strategy might make it difficult for people to advance within the firm. A
polycentric strategy may result in performance differences across foreign administrators. A geocentric
strategy might be difficult to implement since it puts pressure on the HR department. It is suggested that
Airbnb in China use an ethnocentric personnel strategy since this approach will allow the firm to remain
intact rather than grow.
Ethics and social responsibility are difficulties that countries confront as a result of large firms
discovering methods to avoid being ethical for personal gain; yet, certain countries value ethics and social
responsibility more than others. Countries such as the United States are thought to be more ethical and
socially responsible than China; however, it is equally crucial to note that all countries encounter
unethical enterprises. Companies in China are notorious for being unethical and for finding loopholes
around the system to be unethical. For example, it is highly usual for Chinese enterprises to pay bribes to
government officials to expedite their work and for corporations to submit fraudulent invoices with
reimbursement claims and spend corporate money for personal benefit. There are also concerns about
trust and power sharing. Chinese firm owners are hesitant to trust the managers they recruit and give them
no ability to make choices for the company, which leads to managers resigning from their posts. Another
immoral issue in China is a disregard for labor rights and contracts; if the Chinese are dissatisfied with
their employees, they may fire them at any moment, even if it violates the labor contract. These are some
of the unethical and socially irresponsible concerns experienced in China; nevertheless, these difficulties
may be confronted and dealt with to fulfill Airbnb's principles and prevent unethical practices in the firm.
The environment and critical operational factors
China is one of the world's quickest and most rapidly increasing outbound travel markets. As a
result, China is the most important market for any Airbnb endeavor. Cultural differences are one of the
Chinese Airbnb sector's major problems (Li & Tsai, 2022). People in China need to understand the notion
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of housing sharing, which is a setback for the Airbnb sector. The network acquittances culture is heavily
reliant on human ties. Furthermore, the most significant barrier to the sharing economy is a lack of trust
and security. Because Chinese people have difficulties sharing relationships, they would find it difficult to
accept Airbnb's premises.
Land ownership limits impose major constraints on the Chinese people. As a result, most
individuals have yet to have unoccupied residences available for rent. As a result, the number of available
dwellings is reduced. Furthermore, unlike in the United States, where individuals live in single-family
residences, the Chinese do not. As a result, the Chinese cannot rent their homes because they reside in
apartment complexes. As a result, entering the Airbnb industry in China is more difficult than in the
United States.
However, there is considerable demand in China's first and second-tier cities. China's top and
second-tier cities attract many local and foreign tourists (Liu et al., 2020, pp 8390). Many first-tier cities,
including Beijing and Shanghai, draw many domestic visitors. These domestic and international travelers
will use Airbnb's services since they require medium and short-term accommodations. Furthermore,
domestic citizens seeking higher education and medical care require these short-term lodgings.
Furthermore, we must recognize the importance of lower-tier cities in this market. There are
various cities in the lowest tier that are tourist destinations. These tourist attractions draw visitors, and as
a result, people stay in short-term accommodations while visiting these attractions. It is crucial to note
that the cost of living in these lower-tier cities is low, making it less expensive for those going to rent
properties (Wu et al., 2016). Because of their low expenses and monuments, these lower-tier cities are
heating the market. Sanya or Chengdu, where pandas may be found, are suitable examples.
Cultural profile of China compared to the US.
When comparing the cultural profiles of nations like China and the United States, it is discovered
that there are numerous disparities in how things are done and personnel actions. The corporate culture in
the United States differs from that in China; Americans have a very individualistic attitude, and
employees prioritize personal performance, success, and identity. In contrast, China takes a very different
strategy, emphasizing national and communal identity over individualism.
Chinese people think that they should work hard and achieve not for personal gain but because
their victories reflect the successes of society as a whole, and they should work hard to help the nation
flourish. When comparing these two nations, communication methods differ as well. Americans speak in
a simple, convincing, and aggressive manner and want to have the upper hand in negotiations. However,
the Chinese approach business discussions with respect, politeness, and courtesy. When it comes to
business, Americans may do business with individuals they would never consider friends, but the Chinese
can only proceed with a commercial agreement after gaining the trust of the persons involved, and they
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value personal ties considerably more than business dealings. Employees in the United States work
closely with their superiors and are not afraid to confront them, but Chinese employees revere those in
positions of authority and regard their judgments to be final.
Regarding decision-making, Americans use the "time is money" attitude, putting pressure on
employees to make a speedy choice to clinch the business. Before making a business choice, the Chinese
believe in carefully considering the benefits and drawbacks. Americans appreciate contracts in business
and think that everything printed on a contract is legally enforceable so that all parties understand the
terms and conditions of trade. However, the Chinese take a radically different approach, prioritizing
confidence and closing negotiations with handshakes. This is because, as previously said, the Chinese
emphasize human ties above professional ones.
The employed analytical technique (s) and it's/their justification (PESTEL Analysis)
Airbnb has been in the Chinese internet vacation rental business for five years. However, the firm
has struggled to break into the Chinese market, which now holds only a 7% market share (Benner, 2016).
As a result, the PESTEL framework was chosen as the best institutional usage strategy to evaluate
Airbnb's issues and recommend ways for breaking into this profitable industry. PESTEL is a strategic
planning framework used to examine a company's external environment to identify the possibilities and
hazards connected with each element. External environmental elements impact a company's success, over
which management has little influence (Li, 2017). The variables must be regularly watched for the
possibilities provided by the factors to be quickly seized and risks to be handled to prevent exposing a
firm to the danger of failure.
Political
Airbnb is susceptible to both the good and bad effects of China's political climate. Except for the
ongoing border dispute between China and India, which has stoked worries that the two nations may
escalate their conflict into a full-scale war, China has maintained political stability since its independence
in 1949 and has seen major turmoil. The tension, on the other hand, has decreased since then because the
two nations have been working toward a peaceful resolution. Airbnb benefits from the amicable
resolution between India and China and the subsequent political stability. This is because visitors from
India frequently travel to China. According to the Xinhua news agency, current projections suggest that
the number of visitors from India who travel to China will increase to 50 million by the end of 2020, up
from 21.87 million in 2016. (Wang et al., 2022). When these people from India travel to China, they
always look for places to stay throughout their vacation. As a result, a conflict with India that is resolved
amicably may present Airbnb with a market opportunity in addition to the youthful customers in China.
However, because of the continuing trade war between China and the United States, Airbnb's operations
in China have been negatively impacted. The trade war between the world's two largest economies has
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been going on for over two years at this point, and as a result, it is having a negative influence on firms
operating in China that are owned and operated by Americans, Airbnb being just one of them. There are
concerns that China may take retaliatory action against the United States in response to the United States'
imposition of sanctions against Huawei and President Trump's recent announcement that he may ban
China's rising social media platform TikTok. These developments have given rise to concerns that China
may take actions such as governing American companies like Airbnb or imposing stricter stamp duty
metrics on them, making it more difficult for Airbnb to operate in China.
Economic
The current state of the economy in China has an immediate and significant bearing on the results
that Airbnb sees there. Even while the company's management works toward penetrating this market, this
factor remains of the utmost importance. Over the past ten years, China's gross domestic product (GDP)
has grown at an annualized pace of almost 9 percent, making it the second biggest economy in the world.
The expansion of China's economy is expected to push the country's contribution to the global gross
domestic product from 18% to 20% by the year 2050. As of 2016, China's proportion of the global GDP
was 18%. (Albert & Xu, 2020). Airbnb has benefited from the growth of China's economy, which has had
a good effect on the company. This expansion has been accompanied by an increase in the purchasing
power of Chinese consumers, which may be described as an increase in disposable income that can be
spent on lodging.
On the other hand, the COVID-19 epidemic has had a detrimental impact on the Chinese
economy. The International Monetary Fund (IMF) forecasts would slow down substantially in 2020, with
a growth of only 1% recorded (Balcilar, 2020). The deceleration of economic growth in China in 2020
has had a detrimental impact on Airbnb, which has seen a steep decline in revenue in that year due to
individuals having less money available to spend on accommodations. The firm has reported a significant
decrease in revenue for 2020, which the hotel principally blames on a significant economic slowdown.
The International Monetary Fund (IMF) believes that the economic slowdown that China will face in
2020 will prove to be only a short setback and that the country's economy will bounce back strongly the
following year, achieving a real GDP growth rate of about 4%. (Albert & Xu, 2020).
As a result of the economy's recovery, an increasing number of Chinese people will have the
financial means to book accommodations at one of Airbnb's listed houses. According to Yimin, real estate
prices in China have experienced large increases in the recent past, particularly in first-tier cities; this
trend can be seen across the country (2015). Consequently, it is challenging for young millennial
customers living in these areas to own homes or flats. As a consequence of this, a significant number of
millennial customers in China believe that it is preferable to explore accommodation-sharing
opportunities. This indicates that the challenging economic conditions in China, characterized by a lack of
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adequate disposable income among young Chinese to buy their apartments, are positively impacting
Airbnb. This is because it means that an increasing number of young Chinese will continue to look for
accommodation-sharing rather than buying their apartments, contributing to increased revenue and
success for Airbnb should the trend continue.
In addition, the performance of Airbnb is impacted by the expansion of the accommodation-
sharing industry in China, and the management team must be vigilant to take advantage of any potential
opportunities. The data on the market indicates that the value of the accommodation-sharing market in
China was 181.94 billion Yuan in 2017, with the second second-and first-tier cities recording the quickest
increase during that period (Lv et al., 2020). It is anticipated that the sector's value will reach 387.7 billion
yuan by the year 2022, which will correspond to around 44.3% penetration rate (Lv et al., 2020). Airbnb's
client groups are rising, a positive development because the online accommodation-sharing business in
China is expected to continue its steady expansion in the coming years. Airbnb has the potential to
significantly boost both its income and earnings due to the growing number of Chinese people who book
accommodations online.
Social
Social factors, such as age distribution, population growth rate, emphasis on safety, lifestyle
attitudes, health, environmental consciousness, income distribution, and cultural barriers, directly impact
Airbnb's operations. As a result, Airbnb's management must consider these factors even as they work to
break into this enormous market. The distribution of income is one of the socioeconomic issues that affect
Airbnb. According to a survey that BCG carried out, the income distribution in China has seen major
shifts over the recent past, with consumers in their millennial years anticipated to become the most
influential consumer group in China. According to research conducted by BCG, consumers in China who
are younger than 35 years old make up the largest spending group and are responsible for 65% of the
country's rising consumption (Li et al., 2019, pp 387). In addition, the same research found that the
consumption of the millennial generation is expected to increase at a compound annual growth rate
(CAGR) of 11% between 2016 and 2021. This growth rate is more than twice as fast as the rate of
consumption growth reported by the elder generation, which is defined as those older than 35.
In addition, it is anticipated that the portion of consumption contributed by Chinese millennials
will increase to 69% by the year 2021, while the portion contributed by their older counterparts will only
increase to 31% over the same period (Li et al., 2019). The rise in disposable money among consumers in
the millennial generation has been a driving force behind the trend. The tendency toward increased
consumer demand has repercussions for Airbnb. The online lodging-sharing firm will likely concentrate
more on the millennial consumer group in China than on the elder generation as its primary target
audience (Ghong & Zheng, 2018). This pattern suggests that Airbnb has the potential to increase its
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income by adapting its goods and services to the requirements of the younger generation, which is
projected to become the company's most important client demographic soon.
Airbnb also has an opportunity to expand its company in China due to its enormous population.
The population of China, which now stands at over 1.4 billion people but is expected to rise to
approximately 1.6 billion by the year 2050, makes China the largest country in the world by population
standards (Li et al., 2019 pp 389). The substantial size of China's population has positive repercussions
for Airbnb. This indicates that the company that facilitates the sharing of accommodations online has a
sizable customer base that will continue to cater to in the distant future. On the other hand, the growing
aging population in China is expected to impact Airbnb. In the past several decades, there has been a
substantial shift in China's demographic structure, with the percentage of the country's population under
the age of 60 steadily decreasing while the elderly population has steadily increased (Lie et al., 2019). It is
estimated that around 21% of China's population is at least 60 years old, and it is projected that
approximately 39% of China's population will have reached retirement age by the year 2050. (Li et al.,
2019). It is anticipated that the demographic structure shift would negatively influence Airbnb due to the
fact that older people have less disposable cash to rent an apartment and would rather stay in their own
houses or flats rather than rent an apartment.
Technological
Airbnb, a firm that relies heavily on the internet to conduct its operations, is impacted by the
country of China's rapid technological advancement. According to the most current estimates, China's
internet penetration rate reached 64.5% (9000 million) at the end of 2019, representing a 4.9% rise
compared to the 2018's figure (Jimoh et al., 2020 pp 465). There are over 255 million people that use the
internet who reside in rural regions, which amounts to a penetration rate of 46%. According to the data,
most Chinese people are currently connected to the internet, which presents an opportunity for Airbnb to
expand its online accommodation-sharing company. Airbnb's operations, which are entirely reliant on the
internet, would benefit greatly from China's rollout of 5G networking, which is projected to give Chinese
users lightning-fast speeds and help propel Airbnb's commercial growth. In addition, China has a social
media penetration rate of 72%, with over a billion active users on WeChat alone (Sukumar & Jafari,
2021). Because of the high degree of social media penetration, Airbnb can promote on social media and
interact with its clients through social media.
Environmental
A company's day-to-day activities are subject to the influence of various environmental
conditions. In the case of Airbnb, the environmental aspect that is most significant to the firm is the rising
ecological consciousness among Chinese consumers seeking eco-friendly properties. This is because
Chinese consumers are the company's target market. According to research carried out in China, there has
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been a rise in environmental consciousness, particularly among millennials in China. According to

Capannoli (2019), "China's millennials are more aware of social and environmental issues and care more
about the impact of their actions on society." Millennials in China are more concerned about their actions'
effects on society. Airbnb must guarantee that ecological sustainability is a component of its marketing
plan to attract Chinese millennials as customers of its flats due to the rising environmental consciousness
among this demographic in China.
Legal
The Chinese government's new policy, which requires foreigners to register their
accommodations with the Chinese authorities, has hurt Airbnb. The regulation compels foreigners to
register their lodgings with the Chinese government. According to the protocol, home-sharing websites
like Airbnb must provide the police with the personal information of guests who book stays at residences
listed on their websites (Nieuwland, 2017). It is anticipated that the policy will reduce income for Airbnb.
Because of the potential for personal information to be shared with the Chinese government, this may
dissuade international travelers from booking accommodations through Airbnb.
Recommendation and Strategy
Was it a good idea for Airbnb to join the Chinese market first?
Airbnb made the right decision to join the Chinese market despite many early rivals; as the
newest platform available, it had a fighting chance to establish itself in the industry. It was only logical
for the dominant home-sharing firm to join the Chinese market, given the significant development in
travel in China throughout 2014 and 2015. During this period, the nation experienced a significant rise in
tourists from other parts of Asia and worldwide. On the other hand, the number of tourists leaving the
country decreased significantly.
Positioning Strategy
Because the rate at which Airbnb was expanding in the Chinese market at the time was quite
sluggish, utilizing localization would be of tremendous use to them because it would enable them to
acquire the experience of businesses that are already well-known and respected in the industry. They
could see an increase in traffic, and customers would have more faith in the website. They should be able
to have the same significant influence on the area's culture as they did in the United States if they can
grow their business to the point where it is widely known and well-established there. When Airbnb
becomes a more localized firm, people will get more familiar with the term "Airbnb," and it will become
more than just a corporate name; it will become a statement that people use when referring to traveling,
vacationing, and other related activities.
Localizing Strategy
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Airbnb may localize its services by forming partnerships with preexisting businesses. These
partnerships may take the form of a contract that gives local businesses input into Airbnb's marketing
strategy, the types of payment methods that are accepted, the translation of the website, and the locations
of available rental properties within the country. It allows the host in China a greater chance to enter the
market and generate a higher demand in their particular location when the host can be in control without
having to deal with the hassles or start a typical long-term rental property. Because the people of China
are already working with Airbnb in some capacity, they will market and promote the company as if it
were their own because of the increased exposure they have to rent out their property if given priority.
This makes entering the market in China an excellent way to break into the industry.
Ethical Issues
Airbnb may implement a branding intervention using social media. The rebranding of Airbnb in
China as "Aibying," which means "welcome each other with love." in English, was the initial step in
reimagining China's marketing approach. (Yao et al., 2019) The public perception of the company's brand
has been revised to persuade homeowners that they may have faith in its ability to link them with genuine
customers willing to pay them without reservation. A simple change of name for some businesses might
result in a sizable boost in income for others. Airbnb is certain that it will benefit from China's population
of 1.5 billion people and the growth of domestic tourism in the nation, despite the company's limited
presence in the Chinese market (Yao et al., 2019). In addition, the branding strategy involves learning
about the target audience's preferences while taking into account regional specifics. When it comes to the
Chinese, the home is considered to be holy ground. As a result, they avoid bringing other people. In this
regard, Airbnb is working on self-managing a select number of its listings while simultaneously
compiling a "blacklist" of unsavory hosts to avoid working with in the future.
Conclusion
In conclusion, marketing entails forming and preserving lucrative connections with clients, which
is only achievable when the customer can be brought closer to the brand or business in question.
Customers are more likely to have faith in a company's brand when that company's products and services
are suitable to the customer's requirements and preferences and the customer's way of life. The customer's
views, norms, and values are included in this category. The same is true for the Chinese market;
multinational companies must embrace the localization strategy, which entails adapting their brand and
products to the market in which they are operating. This localization approach includes coming up with a
brand name that is best suitable to and consistent with the cultural values of the market as part of one of
its components. The cultural market in China is relatively extensive yet nonetheless united. To succeed in
this market, a firm should change its name to one that is more appropriate for the Chinese market. This
will allow potential customers to locate and become familiar with the brand more easily. A significant
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correlation exists between having a Chinese name and the likelihood of a brand's success in the Chinese
market. Because of this, international businesses should modify their brand names as part of the
localization plan, which is necessary to be successful in the Chinese market.
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