Kliuless #33: How China Is Upending Western Marketing

HBR: How China Is Upending Western Marketing Practices

"Most of the time, we’d think about what type of promotion, dollars and cents promotion, location in the store promotion, could we create to drive volume? She said what the Chinese would do instead is that they would think about creating seamless content across multiple platforms that were temporally relevant. And what she meant was, that would be relevant in two weeks. That’s relevant right now

So, they create, they co-create consent, and they would try to air the content immediately. And so, all of a sudden, you see this planning, plotting, methodical, we’ve got to do things in two or three years, competing with a system where they recognize that if I know what’s happening next week, and I build systems that are really agile and really fast, then I can actually be, I can potentially win

When you look at China versus the Western mindset, the Western mindset has been really around scale and efficiency. Be slow, risk-averse, create systems, reduce from five plants to one plant, create one global product platform, and the China system is a growth mindset. How quickly can we grow our market share? And these two contrasting approaches are colliding"

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