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Chinese consumers are "brand-conscious", explains Leo Kershteyn, but they still like a good bargain. Yesterday, CR4 ran Part 1 of its interview with Kershteyn, an electrical engineer and product manager who has worked with several Chinese suppliers. Today, CR4 brings you the second half of this interview. Along the way, we'll find out why Kershteyn thinks that a country "laden with bribery" offers "incredible" commercial opportunities. Kershteyn will also provide some advice to CR4ers who are interested in doing business with China.
The Chinese Consumer
Increasingly, the Chinese consumer who appreciates the best brands has the disposable income for flat panel televisions and high-end electronics. Although businesses that sell products in China should understand that Chinese companies will "reverse engineer just about everything", the world's most populous country is a mega-market that can't be ignored. Brand name is important, but the Chinese consumer also likes a good bargain. As an example, Kershteyn tells a story about impressing a guest. Although everyone values a Phillips TV, the host who buys an Acer television at a 40% discount is worthy of great praise. Sometimes, price is more important than quality.
Improvement is Possible
"Their ideas about quality and value are immature," Leo Kershteyn says of Chinese suppliers, but improvement is possible. Years ago, Kershteyn traveled to South Korea on business and was struck by the fact that there weren't any old cars on the road. "The quality was terrible", he explains, but Korean consumers had enough money to replace their broken-down vehicles. Today, South Korea's Hyundai Corporation competes with both Japanese and American automakers. Within 10 years, Kershteyn predicts, China's Chery Automobile Co. will enter the U.S. marketplace.
A Theory of Relativity
In recent months, the North American media has published horror stories about toxic toys and tainted pet food from China. Although Leo Kershteyn warns consumers to remain wary of dangerous products, he argues that China should not be "demonized". In terms of quality, China ranks below Japan, Taiwan and Korea, but above the Philippines and Indonesia. Japanese companies, Kershteyn explains, will spend thousands of dollars to "remove a smudge on a toaster". By contrast, a supplier in Indonesia recently sought to cut costs by coating tofu with formaldehyde. Like quality, national rankings are relative.
Advice to CR4ers
China is an "incredible market", Kershteyn asserts, but some exporters may want to focus upon countries with easier entrance barriers first. Although Chinese consumers have increased buying power, there are no sure-fire successes in terms of markets or products. For businesses in search of Chinese suppliers, Kershteyn recommends hiring a local agent or "equalizer" who speaks Chinese, appreciates the fine art of negotiation, and understands that "our mindset doesn't work there."
Kershteyn recommends hiring an agent who lives in the commercial center where your company plans to do business. China is a vast country, he explains, and "Beijing is different from Shanghai." Still, understanding the local culture is not enough. A skilled agent must also understand the differences between American expectations and the reality of doing business in China. "The Chinese culture is based on negotiation", Kershteyn explains, and you may have to negotiate over pennies in order to make millions.
Steve Melito - The Y Files
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