1. ¿ Como Vender en China

8/17/2019 1. ¿ Como Vender en China

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© dextal international 2011 Todos los derechos reservados

Business in China - 1

Marzo 2014


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ZHOU MIN

male | 1984/03 |HuKou: China Shanghai | CPC Member | Han

Shanghai

135238862887(Mobile)

E-mail:[email protected]

Self Assessment:

Industrious, Passional, be responsible and serious-minded to the job.Be good at handling the relation between member of team, communication else, make efforts with every teammate jointly to accomp

lish various missions .a desire to succeed

Summary

• Dextal International: consulting company. Commercial services for Western companies in China.

•Desired Job Type: Full Time•Target Location: Shanghai

•Start Working: within 1 week•Overseas Work Experience: Yes, once

mailto:[email protected]:[email protected]


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© dextal international 2010. Todos los derechos reservados

ZHONGGUO

http://www.google.es/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/2/24/Zhongguo.gif&imgrefurl=http://es.wikipedia.org/wiki/Archivo:Zhongguo.gif&usg=__8UPNGh_ieN7nEcaYZaPit0j_X6w=&h=300&w=500&sz=97&hl=es&start=1&um=1&itbs=1&tbnid=qhS4qfF5UKqybM:&tbnh=78&tbnw=130&prev=/images%3Fq%3DZhongguo%26um%3D1%26hl%3Des%26sa%3DN%26tbs%3Disch:1


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23 provinces, 5 autonomous regions,

4 municipalities and

2 Special Administrative Regions:

Hong Kong and Macao

9.6 million square kilometers,

across four time zones.

"Beijing Time" is the standard

for the whole country.

There are five autonomous regions in

China: the Uyghurs in Xinjiang, the

Mongols in Inner Mongolia, the Tibetans

in Tibet, the Huis in Ningxia and the

Zhuangs in Guangxi.


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Yangtze River Delta - Shanghai

Yellow River Delta - Tianjin

Zhujiang River Delta - Guangzou

Brahmaputra

Indus

Mekong


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Population: 1.338.299.511 persons.

China population is distributed unevenly with more in the east (more than 300 persons persquare kilometer) and fewer in the west (about 40 persons per square kilometer).

Proportion of population aged at 0-14: 26.4 percentaged 15-64: 67.2 percentaged 65 and over: 6.4 percent.

The Average Chinese Life-Span of the population is 74.68 years


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Cronología histórica

s. XIX - XXI


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19th Century - China begins a long decline. Western powers impose "unequal treaties" that createforeign concessions in China's ports. Regional warlords rise as central government atrophies.

1899-1901 - "Boxer Rebellion" in Northern China seeks to stifle reforms in the Qing administration,drive out foreigners and re-establish traditional rule. Defeated by foreign intervention, with Westernpowers, Russia and Japan extracting further concessions from weakened Qing government.

1911-12 - Military revolts by reform-minded officers lead to proclamation of Republic of China underSun Yat-sen and abdication of last Qing emperor.

1931-45 - Japan invades and gradually occupies more and more of China.

1934-35 - Mao Zedong emerges as Communist leader during the party's "Long March" to its newbase in Shaanxi Province.

1937 - Kuomintang and Communists nominally unite against Japanese. Civil war resumes afterJapan's defeat in Second World War.

1949 - 1 October - Mao Zedong, having led the Communists to victory against the Nationalists aftermore than 20 years of civil war, proclaims the founding of the People's Republic of China. TheNationalists retreat to the island of Taiwan and set up a government there.


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1950 - Tibet becomes part of the People's Republic of China.

1958 - Mao launches the "Great Leap Forward", a five-year economic plan.

1966-76 - "Cultural Revolution", Mao's 10-year political and ideological campaign aimed at revivingrevolutionary spirit.

1976 - Mao dies. From 1977 Deng Xiaoping emerges as the dominant figure among pragmatists in theleadership.

1979 - Diplomatic relations established with the US. Government imposes one-child policy.

1986-90 - China's "Open-door policy" opens the country to foreign investment and encouragesdevelopment of a market economy and private sector.

1989 - Troops open fire on demonstrators who have camped for weeks in Tiananmen Square.

1989 - Jiang Zemin takes over as Chinese Communist Party general secretary from Zhao Ziyang, whorefused to support martial law during the Tiananmen demonstrations.

2001 November - China joins the World Trade Organisation.


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2003 October - Launch of China's first manned spacecraft: Astronaut Yang Liwei is sent into spaceby a Long March 2F rocket.

2006 May - Work on the structure of the Three Gorges Dam, the world's largest hydropowerproject, is completed.

2006 July - New China-Tibet railway line, the world's highest train route, begins operating.

2007 September - A new Roman Catholic bishop of Beijing is consecrated - the first for over 50

years to have the tacit approval of the Pope.

2008 August - Beijing hosts Olympic Games.

2010 October - Jailed Chinese dissident Liu Xiaobo is awarded Nobel Peace Prize, promptingofficial protests from Beijing.

2011 February - China formally overtakes Japan to become the world's second-largest economyafter Tokyo published figures showing a Japanese GDP rise of only four per cent in 2010.


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Consideraciones sobre la

economía China


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Crecimientos anuales del 8% - 10% en los últimos 15 años.

Momento histórico por el cambio de modelo económico: paso de una economía basada en la

producción a una de consumo y servicios.

Esfuerzo del Gobierno en hacer convivir la producción en cadena y en masa con industria de valor

añadido.

Necesidad de materias primas y energía (África) y tecnología.

Volumen de las exportaciones a la baja. El mercado interior toma el relevo.


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Algunos tópicos

sobre China


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Lo copian todo!


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Zongshen is one of the many Chinese motorcycle brands that take credibility from the popular

generalization that Chinese motorcycles are all junk. They have partnerships with Harley Davidsonand Piaggio and the Zongshen Racing Team has race experience dating back to 1999. The team hasexperience running bikes in MotoGP, CSBK and a 2002 World Motorcycle Endurance Championshipswin.

Todo lo qu e fabr ican es de mala cal idad!

http://en.wikipedia.org/wiki/China_Superbike_Championshiphttp://en.wikipedia.org/wiki/China_Superbike_Championship


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Están destro zando el med io am bien te!

By 2030, China will have exploited all of the country’s available water supplies,according to official Chinese government projections.

By 2030, China’s carbon dioxide emissions could equal the entire world’s CO2production today, if the country’s carbon usage keeps pace with its economic growth.

China is the world’s biggest energyconsumer , after topping the U.S. in 2009according to the International Energy Agency.

China is projected to increase its energydemand by 75% between 2008 and 2035,according to the International Energy Agency.


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Hacer negoc ios en China:

Guanxi and Ganbei :


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Diferencias culturales: enormes pero no insalvables.

No son 1.300 millones de clientes.

No es un mercado único. Decenas de mercados locales con diferentes niveles de desarrollo ydiversas necesidades de los consumidores.

Sistema dictatorial comunista.

Importancia clave del socio local.

guanxi : círculo de relaciones y favores que se establece entre personas (no empresas).


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WE HAVE AN AGREEMENT… DO WE?

Once we have a contract signed: real negotiation begins.

It is more important personal relation than many contracts.

Justice is slow in China, agreements are faster.


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Tian-Shi, Di-Li, Ren-Ho


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Cola Cao: the amazing history of selling cocoa in China

1990: Cola Cao enters into the Chinese market.

Milk consumption is 0

1995 – 2000: Government’s official campaign supporting milk

Consumption: TV, newspapers, etc.

2010: 200 cities and 20.000 shops where Cola Cao is sold.

Market leader in their segment (60% market share)

30M € Gross sales

S ll i i Chi


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Sell ing in China

http://www.colacao.com.cn/english/product/guti2.asp?vol_id=178http://www.colacao.com.cn/english/product/guti2.asp?vol_id=152http://www.colacao.com.cn/english/product/guti2.asp?vol_id=153http://www.colacao.com.cn/english/product/guti2.asp?vol_id=154http://www.colacao.com.cn/english/product/guti2.asp?vol_id=155http://www.colacao.com.cn/english/product/guti3.asp?vol_id=156


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Bodega familiar: buenos precios, buen producto, buen packaging.

Búsqueda de distribuidores y acuerdo con un distribuidor en exclusiva para toda China.

Pedido en firme para un año: 50 contenedores. Capacidad productiva de la bodegainsuficiente y retirada del mercado.


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Empresa catalana de tratamiento de aguas: mercado potencial enorme en China.

Tecnología química que permite obtener agua potable de gran pureza.

Tecnología rechazada por los agentes públicos y privados. Hay sistemas con un coste másbajo que proporcionan agua con menos pureza pero dentro de los límites legales.


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Galletas BIRBA

–

Camprodon vs. China


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http://www.elpuntavui.cat/imatge.php?i=aHR0cDovL2VzdGF0aWMuZWxwdW50Lm5ldC9pbWF0Z2VzLzQzLzAxL2FsdGEvNzgwXzAwOF80MzAxMDg1X2QwNjliMWIyMjRiYzE0Y2Y3MDJjMmMxYWYyMDRiOGRiLmpwZw==&j=2


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碧尔巴


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China is not 1.300M consumers

China is not an unique market

How to approach cultural differences is the key: market study

Adapt your product to Chinese consumer

Don’t think small when entering China Have patience: risk is high because profits could be very high.


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Chinese consumer is:

a “newcomer”

a “nouveau riche” approach

not loyal to any brand experimenting and discovering everyday

eager for product information and endorsement

luxury and famous brand lovers

used to bargain and very price sensitive


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+400 Million consumers


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France: 1 shop = 70 consumers


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KFC

From one to one thous and


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November 1987: 1st KFC restaurant in Tianamen square June 1996: 100th KFC restaurant in China (Beijing) January 2004: 1.000 KFC restaurants and 1% of the chain restaurant industry in China

2005: 1.500 restaurants in 350 cities (US$1 million in revenue per year)

2007: 2.000 restaurants

2011: KFC is the largest restaurant chain in China (foreign or local) in revenues, profits and numbersof restaurants.


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KFC: exotic food and new way of ordering it, Western (American) music inside and clean toilet.

1st player (national or international) to establish a multi-province and multi-city business model.

1st company worldwide to transplant two proven business models from Western to China: therestaurant chain and the fast food.


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KFC: “Western brand with Chinese characteristics”

Puntos fuertes de KFC: equipo local, adaptación del producto a los gustos y necesidades del cliente,

logo e imagen cercanos a la cultura china a la vez que “exóticos” y expansión rápida por todo el país.

Coronel Sanders: puede ser un abuelo (muy respetado en China), un filósofo (Confucio), un hombrebueno y amable.


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Beijing duck roll

Yiu Tiao


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McDonald’s: American management, no adaptation to local tastes, same products all around China,worse image than KFC (“a clown is always a clown”).

Ads and TV: KFC focus on broad targets (families, young people, children, special occasions).McDonald’s focused only on sports, young fashionable people.

Mc: fashionable. You have a competition problem. KFC: family friendly


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Recently, there has been a scandal involving Da Vinci Furniture, a retailer of “high-fashionfurniture brands” including “Versace Home, Fendi Casa, Kenzo Maison, Cerruti and manymore” with “mega-stores” in “Singapore, Indonesia, Brunei, Malaysia, Hong Kong, andChina”.

A CCTV news report investigated quality problems with the company’s expensive products

and the Shanghai Entry-Exit Inspection and Quarantine Bureau announced that the

company’s “made in Italy” products were actually made in China, shipped to China’sborder, and then suddenly became “imported” the next day.

Notable in the CCTV report, a twin bed with the brand “Cappeletti” was reported to be

manufactured by the Dongguang Changfeng Furniture Company where it is sold for about30,000 RMB yet is priced 10x higher at 300,000 RMB by Da Vinci because it is “imported”


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Chunyun: +200 million people moving around China in 40 days

New Year Following New


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Animal BranchNew Yeardates

Following NewYear date

鼠 Rat 子 Zǐ February 7,2008

January 25,2020

牛 Ox 丑 Chǒu January 26,2009

February 12,2021

虎 Tiger 寅 YínFebruary 14,2010

February 1,2022

兔 Rabbit 卯 Mǎo February 3,2011

January 22,2023

龍 Dragon 辰 ChenJanuary 23,2012

February 10,2024

蛇 Snake 巳 Sì February 10,2013

January 29,2025

馬 Horse 午 Wǔ January 31,2014

February 17,2026

羊 Goat 未 WèiFebruary 19,2015

February 7,2027

猴 Monkey 申 Shēn February 8,2016

January 27,2028

雞 Rooster 酉 Yǒu January 28,2017 February 13,2029

狗 Dog 戌 Xū February 16,2018

February 3,2030

豬 Pig 亥 HàiFebruary 5,2019

January 23,2031
http://en.wikipedia.org/wiki/Rat_(zodiac)http://en.wikipedia.org/wiki/Ox_(zodiac)http://en.wikipedia.org/wiki/Tiger_(zodiac)http://en.wikipedia.org/wiki/Rabbit_(zodiac)http://en.wikipedia.org/wiki/Dragon_(zodiac)http://en.wikipedia.org/wiki/Snake_(zodiac)http://en.wikipedia.org/wiki/Horse_(zodiac)http://en.wikipedia.org/wiki/Goat_(zodiac)http://en.wikipedia.org/wiki/Monkey_(zodiac)http://en.wikipedia.org/wiki/Rooster_(zodiac)http://en.wikipedia.org/wiki/Dog_(zodiac)http://en.wikipedia.org/wiki/Pig_(zodiac)http://en.wikipedia.org/wiki/Pig_(zodiac)http://en.wikipedia.org/wiki/Dog_(zodiac)http://en.wikipedia.org/wiki/Rooster_(zodiac)http://en.wikipedia.org/wiki/Monkey_(zodiac)http://en.wikipedia.org/wiki/Goat_(zodiac)http://en.wikipedia.org/wiki/Horse_(zodiac)http://en.wikipedia.org/wiki/Snake_(zodiac)http://en.wikipedia.org/wiki/Dragon_(zodiac)http://en.wikipedia.org/wiki/Rabbit_(zodiac)http://en.wikipedia.org/wiki/Tiger_(zodiac)http://en.wikipedia.org/wiki/Ox_(zodiac)http://en.wikipedia.org/wiki/Rat_(zodiac)

1. ¿ Como Vender en China

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