Selling Your Brand to China: Channels and Consumers

Program Description:

Capturing market share in China is one of the most lucrative, and most complicated, tasks a marketing professional can undertake. Chinese consumers act in ways unfamiliar to most non-Chinese firms, causing accidental successes and monumental failures. The Selling Your Brand to China: Channels and Consumers seminar instills the perspective necessary to maintain international marketing strategies and balance Chinese social structure, values, and cultural history throughout all stages of a project. Participants are provided with the foundation to align with Chinese strategies by systematically introducing ethnographic information and distribution systems methodologies to marketing professionals. A survey of the existing marketing sector in China provides further insight into the way success is cultivated. The faculty instructor for this seminar is an expert in US-China business with almost 20 years of experience in a variety of roles working with US companies operating in China as well as Chinese firms doing business with Western companies. During her time in China, she has held management, director, and executive-level roles in strategy consulting, private equity, import/export, sourcing, buying, market research, public relations, and running startup and turnaround businesses. The instructor is fluent in both English and Mandarin and is available for seminars, presentations, and speaking engagements held in either language. In this customized TNI seminar, participants learn how psychology, sociology, geography, history, social standing, and cultural values affect marketing with Chinese global partners. Participants will gain a powerful set of sales tools and skills that can immediately and substantially improve profitability.