China's 4th-6th tier towns, which account for 37% of China's population, have notably different consumer cultures and retail landscapes not only from the major metropolises of Beijing, Shanghai and Guangzhou but also from 2nd-3rd tier cities, according to "China Beyond", a new study from Ogilvy China. Moreover, what works in big cities for marketing firms and brands may not work in the 4th-6th tier locales which range from prefecture level cities to county level towns. Nevertheless, a vast opportunity exists for companies that can tap into local and regional psyches and lifestyles.
For more information please click here.
About China Beyond
"China Beyond" is an in-depth qualitative study into consumers, brands, communication and retail opportunities in China's 4th-6th tier towns. From March to November 2008, the Ogilvy China Discovery team, in cooportation with the planning team, OgilvyAction and Dawson Integrated Marketing Communications Ltd, conducted field research in 6 county-level cities and 6 smaller towns and villages, covering a wide expanse of geographic, cultural and economic regions. The study was conducted through in-depth interviews with 30 families, 48 retailers, 12 digital equipment store owners, 12 wholesalers, 12 internet cafes and 30 young people aged 15-25, 80% of whom were between the ages of 18-25. To aid probing, the research included on-site observation, photo ethnography and immersive field survey. The study surveyed consumers' beliefs and attitudes towards family, life, risk, novelty, ambition and fashion. The study also aimed to map out their media and entertainment habits and identify influences on purchase decisions.
About the Speaker
Kunal Sinha has worked as a strategist and researcher for 20 years, mostly with companies in the WPP group, in India and China. He is a prolific author, with papers published in academic journals, business and trade media, and three books. The first two are about travel destinations in South Asia. The third, 'China's Creative Imperative', is an award-winning volume on China's potential in creativity.
Marketing and communications firm Ogilvy & Mather Worldwide is a member of WPP plc, the world's largest advertising and communications services group.
Agenda
08:00 – 08:30 Registration
08:30 – 08:40 Introduction by EUCCC
08:40 – 09:30 Presentation by Kunal Sinha
09:30 – 10:00 Q&A
Event Terms & Conditions
Please be advised that the media is normally allowed to attend all EUCCC public events unless otherwise stated, on the condition that no one attending these events quotes participants by name (the "Chatham House Rules").
To register for this event please register online by 14:00 Monday, 6th July. Please note that we will send you a registration confirmation. We require 24 hours notice for cancellations, no-shows who fail to cancel before this time will be invoiced for the event. Registrations done after the deadline will be accepted only if space permits and are charged an additional 50 RMB walk-in fee. For any further enquiries please contact Mr. Manuel Medeiros at mmedeiros@euccc.com.cn
Please note that registration starts at 08:00. The seminar starts at 08:30 and the door will close at 08:40. Fees will be collected in cash at the entrance.