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China Market Entry

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Latest China Marketing Trends

Increasing income gap

Brand loyalty on decline

Chinese consumers going green

Adaption process: new media on the rise

Diversifying retail formats

Consumer spending up 15%

Poll

Your opinion about Chinese brands:
Do you believe some Chinese brands have the potential to repeat the success stories of so many Korean brands 20 and Japanese brands 40 years ago?

* Yes
* No
* Only within China, but not abroad
* Not at all. Intl. brands will even be able to strengthen their position within China against local Chinese brands
Qingdao and the ICBP

Ocean University of China

The International Chinese Business Program (ICBP)

Qingdao, home of China's most popular brands

 

China Market Entry

China Market EntryFig. 1: Generic procedure for the market entry in foreign economies

Definition

Market entry can be defined as the planned method of delivering goods and services to a new target market and distributing them there.

Entry mode signifies the strategy a company choses to enter a given foreign target market. One distinguishes between different entry modes, such as exporting, contractual and equity strategies.

Entry modes

Home production (export strategy)

Contractual market entry strategy

Foreign production (equity strategy)