ABSTRACT
Opportunities are opening up rapidly for foreign companies to sell more products to an increasingly affluent Chinese consumer base. But one should not get carried away. It is not yet that market of 1.2 billion consumers; the genuine spenders are still a small minority. But it is getting better and bigger all the time. This chapter will look at the following:
A profile of the Chinese consumer today - what he or she is buying.
Sales methods for the big and small trader.
The opening up of the retail trade to foreign investment which provides the big players an opportunity to establish department store and supermarket chains for the first time.
Customs regulations.
Promoting the product in the marketplace.
The growth of the advertising and public relations industries, and the promotional opportunities for foreign firms.
A look at the changing face of the Chinese media.
