A Guide to Marketing Into China

Xiaofeng Wang, Senior Analyst, Forrester

As the world’s second largest economy, China is increasingly important to global marketers. However, many foreign brands are struggling to navigate the complex digital ecosystem and keep pace with more sophisticated customer expectations and fierce local competitors. Seeking Chinese equivalents of Western marketing approaches no longer works. This session will guide global marketers in their marketing strategies and approaches in China. Key points include:

• Foreign brands are facing marketing challenges in China
• Understand the unique digital ecosystems and business culture
• Think and act like a domestic brand to survive and thrive in China