She cited KFC's refusal to cash coupons and caused damage in some stores, explaining two points: on the one hand, how radical China consumers are; On the other hand, consumers in China have much higher expectations of foreign enterprises than consumers in China. Consumers in China have a strong nationalist complex, but they are almost always willing to pay higher prices for foreign products than domestic products, because they think foreign products are safer and of better quality. Even a big local brand like Li Ning, a sporting goods company, can hardly change this inherent impression of China consumers. "Why do people in China do this?" (What do China people tick? How wonderful it is to use this sentence as the opening of a book. Because China people's behavior motivation should be consistent with their purchase motivation. Now, almost all salesmen want to know how to sell things to China people, no matter what they sell or where they come from. This sentence comes from the book What China People Want: Culture, Communism and Modern Consumers in China, which is the latest masterpiece of Tom Doctoroff, CEO of JWT Greater China. Tom doctoroff, who works in Shanghai, started to do marketing in China very early. Understanding the transformation of China and its influence on those who want to make money from it is an interesting topic, and there are two more books on it this spring. One is The End of Cheap China: Economic and Cultural Trends that Will Overthrow the World, written by Shaun Rein, the founder of a leading market research institution in China. The other book is "Looking at the East: Lessons from Marketing Frontiers for Young People in China" written by Mary? Mary Bogestrom. Among foreigners living in China, Bogstrom is one of the few people who understand the psychology of young people in China. If you haven't read these three books, you shouldn't plan to enter Shanghai at all. Each of the three books has its own merits, but each one is not comprehensive enough when viewed separately. For example, all three books talk about the example of KFC. KFC is the first western-style fast food brand to enter China, and it is also the most successful. No wonder they chose KFC. It is a good example to study how to adapt to the characteristics of China without losing foreign advantages. But what those who want to sell products in China really need to know is how KFC does it. Every book gives a partial answer to this question. Tom Doktolov believes that the main reason for KFC's success is that it completely localized the menu. It is generally believed that this is the reason why KFC is much more successful than McDonald's. The menu of McDonald's is mainly beef food. Tom doctoroff pointed out that KFC's old Beijing chicken rolls, kingdee shrimp, mushroom rice, tomato and egg soup and other dishes played a greater role in enhancing brand awareness than the main fried chicken in the southern United States. Lei Xiaoshan went further and put forward an interesting explanation. He explained how KFC convinced China people that it was actually healthier than Chinese food-considering that Chinese food is one of the greatest foods in the world, it is definitely the most successful marketing in the past decade. The middle class in China knows that KFC uses a lot of oil, but at least the oil it uses is fresh and will not be reused, or it uses gutter oil like many restaurants in China. In other words, consumers in China would rather get heart disease in the future than be poisoned in the near future. For example, in 2008, thousands of babies got sick because of melamine in milk powder. Through the image of KFC's "healthy food", Lei Xiaoshan explained two questions to us: What is the difference between the calculation methods used by China people when making choices and the mainstream methods in the western market; In China, selling safe food can make money. After analyzing the marketing skills of KFC, Bogestrom found that even market leaders sometimes make mistakes. She cited KFC's refusal to honor coupons and caused sabotage in some stores, explaining two points: on the one hand, how radical China consumers are in the decoration renderings (KFC was scolded online); On the other hand, consumers in China have much higher expectations of foreign enterprises than consumers in China. Consumers in China have a strong nationalist complex, but they are almost always willing to pay higher prices for foreign products than domestic products, because they think foreign products are safer and of better quality. Even a big local brand like Li Ning, a sporting goods company, can hardly change this inherent impression of China consumers. When the expectation is high, the price is expensive, but when this expectation fails, great dissatisfaction is inevitable. In her book, Bogestrom warns that young consumers are increasingly making rude remarks on the Internet, for example, when they feel that China people are despised. After the Sichuan earthquake in 2008, a short message was widely circulated, listing some foreign brands that made a lot of money but were said to have donated "not enough". Although donations are publicly recorded and foreign brands have donated a lot, some of them have been protested and resisted. In the field of shopping, China consumers are not sophisticated. For example, they are often more willing to try and try new things than western consumers, so foreign brands have begun to gain experience from China that can be applied overseas. Toilets in China are usually very cold. Inspired by this, Kohler, an American bathroom company, recently added foot heating function to one of the best-selling toilets in the world. The authors of these three books have lived and worked in China for many years. They also use their own experience to refute a traditional view about China's marketing: Because there are many people in China, there are bound to be many people who want to buy the goods that western businesses want to sell. Tom doctoroff summed up ten "urban myths" about this "central country" and smashed them one by one: it is untrue to think that people's riots will shake China's leading position; American-style individualism is multiplying in China, which is incorrect (the family is still the most important basic unit of society); China people don't just care about money. Coupled with other broken myths, China seems to have not changed at all. Tom Doktolov said: "For thousands of years, the basic cultural model of China has basically not changed." What China is doing now is actually "rediscovering the values that make up its uniqueness". Finally, Tom Doktolov dispelled the biggest myth: China consumers are hard to understand. In fact, all three authors have proved that this statement is not credible in different ways. After reading these three books, you will understand the formation mechanism of the behavior patterns of the Chinese nation and China people, which will help you make money. Two of them (author Lei Xiaoshan and Tom Doktolov) further elaborated another question: Is China a ticking time bomb that is about to explode, threatening the hegemonic position of the West? The author thinks that China is not. However, when measuring China's economic development, some profound insights from the perspective of geopolitics are not as valuable as Lei Xiaoshan's The Ruler of Prostitutes. Lei Xiaoshan's book begins with a charming young call girl and ends with an old lady standing in princesa. "Prostitutes in China are getting uglier and uglier, which reflects a broader trend," he said. In China's job market, smart young people are increasingly dissatisfied with finding a traditional job. China people are no longer willing to produce goods for Wal-Mart with poor salaries. Therefore, the influence of China people will be more and more manifested as consumers (rather than producers). Lei Xiaoshan is right. It will change the way the rest of the world does business. It may be a bit boring to read three books all about the same problem. Fortunately, every book is lively and interesting, full of wisdom and clear-cut. After reading each chapter, readers can know what the author wants to express in this chapter. There will be more books and works about China people's behavioral motives. But the above three authors may be the best among them.