Consumers come first for companies in China

[et_pb_section bb_built=”1″ background_color=”rgba(0,0,0,0.76)” fullwidth=”on” _builder_version=”3.0.77″ custom_margin=”||-30px|” custom_padding=”0px|0px|0px|0px”][et_pb_fullwidth_post_title categories=”off” comments=”off” featured_placement=”background” text_color=”light” module_class=”insight-header” _builder_version=”3.0.77″ title_font_size=”60px” title_line_height=”1.2em” meta_font_size=”19px” meta_line_height=”2em” background_color=”rgba(0,0,0,0.55)” background_blend=”multiply” custom_margin=”|||” custom_padding=”|200px||” custom_css_before=”h1.entry-title {text-transform: capitalize;}” custom_css_main_element=”h1.entry-title {text-transform: capitalize;}” custom_css_after=”h1.entry-title {text-transform: capitalize;}” /][/et_pb_section][et_pb_section bb_built=”1″ _builder_version=”3.0.47″ custom_padding=”0px|0px|54px|0px”][et_pb_row custom_padding=”30px|0px|27px|0px” _builder_version=”3.0.47″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” _i=”0″ _address=”1.0″][et_pb_column type=”3_4″][et_pb_code _builder_version=”3.0.77″ /][et_pb_text] A consumer-centric attitude to innovation is being embraced by corporations such as Visa and Phillips in China. This insight came from consulting 17 leading companies for a new book China CMO: Best Practices in Marketing Effectiveness and Efficiency in the Middle Kingdom. Warc reports that Marie Han Silloway, chief marketing officer for Starbucks, said there was a lot of “noise” when competing in the Chinese market. “For us, there may be global initiatives we must consider – a new food regulation, or a government changeover – so we have to be very agile in that respect. But we also have to be very focused by asking, ‘What is our North Star that we are ultimately working towards?” she said. A spokesperson for Phillips said that a consumer-led approach to answering this question, rather than letting technology do the talking, would lead to “innovation that matters”. Rex Wong, marketing VP for brewer Anheuser-Busch InBev China, said, “When we came here, we looked at the research to decipher what the value sets in China are, and what Chinese people think.” With supertrends such as increased urbanisation and an ageing population that are reshaping the world’s biggest marketplace, it’s vital to keep long-term perspectives in mind. Vivian Phan, chief marketing officer at Visa, said people from all levels of the organisation were thinking about how it could be the leader for next 100 years. However, new habits in China are creating opportunities, as Nestle discovered. The brand opened coffee-growing operations in the nation 20 years ago and has reaped considerable benefits since, beating its competitors by two decades. [/et_pb_text][et_pb_social_media_follow _builder_version=”3.0.77″] [et_pb_social_media_follow_network social_network=”facebook” url=”https://www.facebook.com/pages/The-Strategy-Group/269022486450054″ _builder_version=”3.0.77″ background_color=”#3b5998″ link_shape=”rounded_rectangle” follow_button=”off” url_new_window=”on”]facebook[/et_pb_social_media_follow_network][et_pb_social_media_follow_network social_network=”twitter” url=”https://twitter.com/TheStrategyGrp” _builder_version=”3.0.77″ background_color=”#00aced” link_shape=”rounded_rectangle” follow_button=”off” url_new_window=”on”]twitter[/et_pb_social_media_follow_network] [/et_pb_social_media_follow][et_pb_code _builder_version=”3.0.77″ saved_tabs=”all” global_module=”28430″][wpautbox authorid=”1″][/et_pb_code][et_pb_social_media_follow _builder_version=”3.0.77″ /][/et_pb_column][et_pb_column type=”1_4″][et_pb_sidebar orientation=”right” area=”et_pb_widget_area_1″ _builder_version=”3.0.77″ /][et_pb_image src=”https://www.thestrategygroup.com.au//wp-content/uploads/2017/09/CTA-newsletter.jpg” url=”/contact/subscribe/” _builder_version=”3.0.77″ /][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section bb_built=”1″ admin_label=”section” _builder_version=”3.0.77″ background_image=”https://www.thestrategygroup.com.au//wp-content/uploads/2017/10/bg-blue.jpg” parallax=”on” custom_padding=”68px||75px|” transparent_background=”off”][et_pb_row admin_label=”row” _builder_version=”3.0.47″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” _i=”0″ _address=”2.0″][et_pb_column type=”4_4″][et_pb_cta title=”Need help to get your business to the next level?” button_url=”/contact/” button_text=”Contact Us Now” use_background_color=”off” _builder_version=”3.0.77″ /][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section bb_built=”1″ _builder_version=”3.0.77″ background_image=”https://www.thestrategygroup.com.au//wp-content/uploads/2017/09/hero-videos.jpg”][et_pb_row _builder_version=”3.0.77″][et_pb_column type=”4_4″][et_pb_text background_layout=”dark” _builder_version=”3.0.77″]

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