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Unit 4 Secrets to Win the Chinese Market Lesson One Video Studio Task 1 Matching & Predicting in terms of similar to lay out tend to nothing more than 1. So what I wanted to do is sort of lay out all the China rookie mistakes that people make. 2. Guanxi is really nothing more than your network or you connections. 3. There』s gonna to be differences in terms of whether it is in the north or in the south, or in the west, or in the east. 4. If you are doing business from a corporate setting, a lot of the people tend to be in these first tier cities. 5. The way of doing business from a corporate setting in the first tier city is going to be very similar to what you are gonna see on the international stage. Task 2 Bridging the Gap Task 3 Checking Your Comprehension A lot of people look at China as a huge market with 1.3 billion people there. Why do you say 「don』t look at China as one market」
China is a huge market. But if you are going to be targeting your market in Shanghai, it』s going to be very different than if you are going to be in a second or even in a third tier city. Could you say more about first tier cities and second tier cities, and the corporate life there? How important is Mandarin Chinese for a westerner who wants to start business in the wild wild west of China? If you are going to be a CEO coming into a second or third tier city, then it would not be necessary to have the language. But if you are a small entrepreneur, building everything from the ground up, not having the language will certainly make the whole thing a lot more challenging.
1. Where East Eats West is for the person who spends most of his time in the boardroom. Correction: It is for the person who is on the ground and in the trenches. 2. For a lot of foreigners coming to China, they overestimate the concept like 「face」 or guanxi. Correction: They underestimate the concept like 「face」 or guanxi. 3. Chinese market is only diversified in terms of three tiers. Correction: It is also diversified in terms of its geographic location. 4. No foreign companies ever venture into the third tier cities of China. Correction: Some companies are venturing into the third tier cities of China. 5. Sam Goodman believes it is critical for foreign entrepreneurs to speak Mandarin if they do business in China. Correction: He thinks it depends.
LessoTwo Video Studio Task 1 Matching & Predicting add to base on be in consistent with on paper be respectful of 1. We don』t want to do anything that would be inconsistent with how people would view an outsider. 2. I was talking about coming to China, and being respectful of the heritage here. 3. I would say it』s a premium proct and a premium price, based on what it is we deliver to the consumer. 4. And have you ever thought of adding a tea chain to your business? Starbucks tea. 5. A few years back, I had the brilliant idea that we should publish our own magazine, and, you know, on paper it looked like a great opportunity.
Task 2 Bridging the Gap Task 3 Checking Your Comprehension 1. Who reported that Starbucks was being disrespectful of the history and culture of China? Answer: A local blogger. 2. Where is the audience from? Answer: The China Europe International Business School. 3. How much does tea contribute to Starbucks sales in the past 30 years? Answer: Less than 1%. 4. Which proct did Starbucks once invest but proved to be a total failure? Answer: The Starbucks magazine. 5. How does the Chairman look at Starbucks』 success? Answer: It is not an entitlement and it has to be earned. Home Listening It sounds like Mission Impossible: Sell coffee to China』s tea drinkers. Starbucks』 solution is to select high-profile locations on the 1) busiest streets, where stores are sure to sece the see-and-be-seen set. As Starbucks 2) launches an aggressive expansion in China, a coffee frontier steeped in nearly 5,000 years of tea. The goal: to build hip hang-outs that tap into a new taste for China』s 3) emerging middle class. Starbucks China doesn』t plan any advertising, 4) promotions, or other marketing strategies, 1. To respect the Chinese culture We do not want to do anything that would dilute the integrity of heritage and culture of the Chinese people. 2. Premium price for premium proct The price of coffee we buy is significantly higher than most people in coffee business. And People really do feel there』s good value for the experience in the Starbucks store. 3. Not to displace tea Starbucks is not coming to China to displace the love people have for tea, but to create a complementary beverage experience. Localization Strategies of Starbucks in China 4. To enhance thaside from sponsoring an on-line coffee club and the occasional office-tower coffee tasting. Instead, the company is counting on selecting such high-visibility, high-traffic cafe locations that they market themselves. Its main advertising 5) medium is the store itself. Yet Starbucks faces an uphill battle. Local media reported that 70% of people they surveyed would rather not see the chain in Beijing』s 6) Forbidden City. And even for middle-class Chinese, Starbucks is a 7) barely affordable luxury. While retailers say a top marketing weapon in urban China is to charge more for public 8) consumption. That』s because Chinese customers have different priorities than their American yuppie counterparts. Guys 40 years old are not coffee drinkers, 9) but if the environment is good and the coffee is not bad, they』ll come back. The store layout, artwork and food options make Starbucks more friendly to Chinese eyes, but coffee remains the core offering and people don』t go there for the coffee. They go there to 10) presen here to 10) presen。。
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