Popup Marketing Marketing: the marketing people must know Chinese unspoken rules

Thought the decision existence, consciousness decision.

Do marketing in China. If we only use marketing perspective market, perhaps only see marketing; if another way, from the perspective of Chinese culture, Chinese characters, from a historical point of view of marketing, maybe we will see a different marketing world, you will find different marketing methods, or even create different marketing miracle.

This is the "out of marketing do marketing" approach, it is found that the marketing potential rules.

To do marketing, it is first necessary to study consumer; in China to do marketing, it is first necessary to study Chinese consumers; to study Chinese consumers, it is first necessary to study Chinese character; to study Chinese character, it is first necessary to study China's ethnic culture and deep psychology.

From the Chinese character and culture perspective, Chinese-style marketing has eight hidden rules:

Unspoken rules 1 "-style single brand" rule

There are thousands of years of feudal autocratic rule, the Chinese have used by one person to command. For brand and, of course, is the only recognized a, consists of a single brand leading numerous products, like the autocratic regime. At the same time, the Chinese people since ancient times, there is the concept of "unification", national unity, a long time will close, this is a big trend, of course, also emphasizes brand unification.

Unspoken rules of 2 "-style brand" rule

Chinese people advocating authoritative, expert is authoritative, so use experts to recommend products, victorious. Wear the white coats for doctors, professors, teachers, or even a red seal of the Association are authoritative representatives, can be used to prove that the product effectively.

There are Chinese "piety culture" is deeply rooted, in the hearts of the people. This can be used to build brand, such as many health care advertising, gifts, holiday promotions, advertising, advertisement, such rhetorical exuberance, but very effective.

In addition, we can also take advantage of the Chinese "public opinion" and "herd mentality" to build brand.

In brand building method, there is also the most effective way to quickly that we previously mentioned "borrowing", to borrow what potential? take fashion trend, the potential lender times imprinted.

Unspoken rules 3 "-style product innovation" rule

China consumer brand consciousness weak, they are more volatile, more easily be implied, prefer changing and Don Juan. These characteristics, often Chinese enterprises why ongoing product innovation of the underlying causes.

You can say, product innovation, product diversification is the unspoken rules of the China market. All enterprises, including MNEs, to product innovation, to be able to win over the lives of consumers China Don Juan.

China enterprise, if not an authoritative, strong leadership or founder, such enterprises tend to go long term. Authoritarian management, authoritative management in China, but feasible, not tyranny is not enough. Why? because Chinese cultural accumulation in the "authoritative advocate, authoritative orientation".

At the same time, the Chinese people more undisciplined, unruly, don't like precision. Therefore, the Chinese enterprises to fully replicate Western absolutely standardized management system and processes, it certainly will not work. Many Chinese enterprises to adopt the concept of "China, Western standard" system of management, namely the Western management system and processes after a Chinese-style changes, keep one part, and be part of the Chinese people of things in it, so as to ensure that work within the enterprise.

Also, the Chinese enterprises to pay attention to the "rule of law" management +, a lot of "tacit" to take care of the system, and taking care of human feelings. These are determined by the Chinese culture.