Billions: Selling to the New Chinese Consumer

by Tom Doctoroff, Martin Sorrell (Foreword)

This book cracks the code of marketing to the New Chinese Consumer--all 1.3 billion of them. Marketers of some of the world's leading brands come to China without any clear understanding of their new audience. But the same rules do not apply in China. Doctoroff delves into the psychology of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides insight into consumers' fundamental motivations and reveals mistakes which many multinational competitors make. Anyone who plans to do business in China--especially those preparing for the 2008 Olympics in Beijing--shouldn't be without this book.

Genres: Business

240 pages, Paperback

First published December 6, 2005

About the author

Tom Doctoroff is the CEO of J. Walter Thompson Asia Pacific and one of Asia’s most respected advertising professionals. His unique combination of pan-Asian work, plus more than a decade based in China, has made him an expert in the cross-border management of brand architecture and brand building, as well as a leading expert in Chinese consumer psychology.

He has appeared regularly on CNBC, NBC’s The Today Show, Bloomberg and NPR, and is featured in publications ranging from the Financial Times to the Wall Street Journal. He is a sought after keynote speaker for events such as the International Advertising Association’s global symposium, University of Chicago’s Global Management Conference and the JPMorgan Asia Pacific Equities conference.

Tom started his career at Leo Burnett in Chicago but jumped ship to JWT. In 1994, he moved to Hong Kong as Regional Business Director for clients such as Pepsi, Kraft and Citibank. In 1998, he landed in China as the Managing Director of JWT Shanghai and in 2002, was appointed Northeast Asia Area Director and Greater China CEO. In 2013, he was appointed the CEO of Asia Pacific for the J. Walter Thompson company. Through diversification into digital, trade marketingand field marketing, JWT Asia Pacific has emerged as one the most synergistically integrated, creatively dynamic communications networks. Some of JWT Asia’s key clients include: Unilever, HSBC, Ford, Nokia, Microsoft, Mattel, Kellogg’s and leading local enterprises in different markets.

Tom is the recipient of the “Magnolia Government Award (白玉兰政府纪念奖),” the highest honor given by the Shanghai municipal government to expatriates and was an Official Torchbearer for the Beijing 2008 Olympics. He is the author of the best-selling books “Billions: Selling to the New Chinese Consumer” (2006) and “What Chinese Want” (2012). His third book, “Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing,” is now available.

Reviews

[Kirk G. Meyer · Rating 4 out of 5]

The book is good but could definitely be updated to reflect more current conditions if possible. A bit dry at time and also repeats itself at times. But it does provide a good look inside one of the world’s new superpowers.

[Terri Lynn · Rating 4 out of 5]

This is fascinating. China has made so many changes and now has a middle class of its own who are as consumer oriented as any American! They want electronics (including computers, cell phones, smart phones, hdtv, and more), a variety of restaurants and food in stores, clothing and everything one can buy including Japanese, Western and American brands. On the other hand, they want it tailored to their tastes and needs. This huge new market provides an opportunity not only for profit for outsiders but also for Chinese entrepreneurs and corporations.