Beijing, China, September 01, 2012 --(PR.com
)-- By 2020, much of the predicted 11 percent growth in China's retail sales sector will come from the middle class living in the nation's "second and third tier" cities. Longtime consumer goods expert Andrew Tan demonstrates how marketing to these populations will require new methods and messages than those brands have become accustomed to in tier-one locales.
As part of its ongoing series providing specific intelligence and experienced China market expertise, Z. H. TANK speaks at length with Andrew Tan, Reckitt Benckiser (China) Plc.'s Regional Brand Director for North Asia and Director of Government Public Affairs.
Be prepared for sweeping changes to the markets in China's second and third tier cities. Tan's presentation breaks down "advanced," "developing," "merging," and "lagging" cities and how upcoming changes in income distribution in these categories will open new markets. Focusing on how China will look in 2020, Tan points to what product categories stand to see expansion, and which should expect contraction. Also, Tan explains the market consequences in the next decade as first tier cities like Shanghai grow older, while second tier cities like Xi'an skew (relatively) younger.
"The coming age changes in city make-ups is a significant concern," explains Tan in the webinar. "So, for example, a supermarket in Beijing or Shanghai will need to consider stocking different products and different quantities of those products than one in, say, Shenzhen."
Additionally, Tan addresses the $45 billion a year migrants will send home to rural areas, an influx of cash that, Tan says, will allow, for the first time, rural residents to "shop as a leisure activity." Such changes will request marketers to not only align product availability in the village, but also put more priority on product assortment, quality, and the right SKU in each right store.
Over the course on the hour, Tan uses case studies and hard data to outline market development approaches--including media strategies and optimal investment levels--for those looking to China's future.
About Andrew Tan:
Andrew Tan is the Regional Brand Director for North Asia and China Director of Government Public Affairs for Reckitt Benckiser Plc. He has over 18 years of experience with China's fast moving consumer goods sector. Tan's corporate training and industry solutions have assisted numerous multinationals -- including Procter & Gamble, Unilever, L’Oreal, Coca Cola, Philip Morris, and Motorola -- triangulate, target, and engage with China's most valuable consumers.
About Z. H. TANK
Z. H. TANK is an online library of webinars for Chinese elite business executives and professionals to gain a deeper understanding of doing business in China from those know it best. Through customized webinars, homegrown and global industry leaders share with the audience the latest trends, best practices, hot topics, and technologies that impact the world of business. The bilingual library of webinars also aims to enable the seamless integration between global perspective, know-how and local business wisdom. Z. H. TANK is a sibling brand of China business intelligence specialist Z. H. STUDIO.
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