China’s Super Consumers Book Summary - China’s Super Consumers Book explained in key points
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China’s Super Consumers summary

Savio Chan and Michael Zakkour

What 1 Billion Customers Want and How to Sell it to Them

4.4 (42 ratings)
16 mins

Brief summary

China's Super Consumers by Savio Chan and Michael Zakkour is a business book that explains why China represents an enormous consumer market. It offers insights to entrepreneurs on how to successfully tap into this market's potential.

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    China’s Super Consumers
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    Retail opportunities are numerous in China, but dramatically different from their Western equivalents.

    Over the past two decades, Chinese culture has transformed, and the country’s laws have changed along with it. This is big news for foreign firms, as legal structures in China used to hamper consumer culture.

    These days, however, reforms have resulted in the rapid construction of new department stores and malls across the country. The current context presents a prime opportunity for foreign firms to sell their products.

    But before your company dives into the Chinese market, it’s important to know about the significant ways that Chinese department stores differ from their Western counterparts.

    First, Chinese department stores play the role of landlord to retail brands that rent space on a floor and design a miniature store for themselves in that space. By contrast, Western department stores are merchants who hold inventory and do their own merchandising. In the Chinese model, brands act as retailers, which presents a challenge for foreign companies lacking experience in this arena.

    Second, the Western distinction between wholesale and retail isn’t the norm in China, since no corporate buyers exist in Chinese department stores. Rather, each brand is responsible for determining the product mix to order, delivery, merchandising and staffing.

    When it comes to Chinese malls, the differences are more subtle but still important. For instance, unlike in the West, where brands and retailers in malls can remain in business despite poor performance, Chinese mall owners can terminate a lease if a retailer underperforms.

    Not only that but unlike the typical two-level malls of the United States, Chinese malls usually have four to six levels, with the most expensive rents on the first floor and the least expensive on top. The difference is justifiable since foot traffic is dramatically lower on the top levels.

    Finally, apparel, footwear and accessories tend to sell very well in Chinese malls, while electronics, bedding and home decor fall flat. The reason for this is that in China, malls have become centers of youth culture, just like in 1970s and 80s America. These young Chinese shoppers frequent malls to buy items like clothing that help them shape their identities.

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    What is China’s Super Consumers about?

    China’s Super Consumers (2014) is the definitive handbook for foreign companies who want to sell their products on the Chinese market. These blinks walk you through the opportunities and challenges in this vast and varied country and share valuable information about how to succeed in its unique business context.

    China’s Super Consumers Review

    China’s Super Consumers (2014) is an insightful exploration of China's evolving consumer market and how businesses can tap into its massive potential. Here's why this book is worth reading:

    • It offers in-depth analysis of Chinese consumer behavior, revealing key trends and insights that are invaluable for businesses wanting to succeed in this market.
    • Practical strategies and case studies provide actionable guidance, helping readers understand how to effectively engage and connect with Chinese consumers.
    • The book sheds light on the unique cultural and economic factors shaping China's consumer landscape, making it a fascinating exploration of a rapidly changing society.

    Best quote from China’s Super Consumers

    What is the most commonly spoken language on the internet? Its not English, its Mandarin Chinese and its sister languages and dialects.

    —Savio Chan and Michael Zakkour
    example alt text

    Who should read China’s Super Consumers?

    • People keen to understand the world’s largest emerging market
    • Entrepreneurs who want to do business in China
    • Anyone interested in Chinese culture

    About the Author

    Savio Chan is the CEO of US China Partners Inc., a consulting firm that helps organizations design and implement their consumer strategies in China. He has been featured in the New York Times and Forbes, and serves as a member of the National Committee on US-China relations.

    Michael Zakkour writes on business in China for Forbes, the Wall Street Journal and Harvard Business Review. 

     

    © Savio Chan and Michael Zakkour: China’s Super Consumers copyright 2014, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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    China’s Super Consumers FAQs 

    What is the main message of China’s Super Consumers?

    The main message of China’s Super Consumers is about the rise of Chinese consumers and how businesses can tap into this market.

    How long does it take to read China’s Super Consumers?

    The reading time for China’s Super Consumers varies depending on the reader's speed. However, the Blinkist summary can be read in just 15 minutes.

    Is China’s Super Consumers a good book? Is it worth reading?

    China’s Super Consumers is worth reading as it provides valuable insights into the Chinese consumer market and offers strategies for businesses to succeed in this dynamic environment.

    Who is the author of China’s Super Consumers?

    China’s Super Consumers is written by Savio Chan and Michael Zakkour.

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