Thought Of The Week

China Marketing Update

General Motors announced yesterday that it expects its sales in China to increase by 40% this year. Ford sales have doubled in a year. And many luxury goods manufacturers and consumer goods companies are seeing that China is not as affected by the global recession as other countries.

That’s good news for manufacturers and marketers. At the same time, great strides are underway to create, enhance and improve B2B and B2C databases in China. We at Focus Worldwide are working on just such a project right now. So many factors are lining up favorably to provide greater access to, and response from, the Chinese consumer marketplace.

But like all international marketing endeavors, the road is bumpy, seldom straight and smooth. Those whose nervous systems require tranquility and few surprises beware. International marketing can be hazardous to your health.

China announced earlier this year that it is enacting greater privacy restrictions as it pertains to the access, release and use of personal data. Personal data can be defined as national ID number, mobile telephone number, email address and residential address. So B2C direct mail may need to be addressed to “Occupant.” B2B direct marketing has no such restrictions.

There may also be restrictions on the printing of direct marketing materials that have China as a final destination.

Anyone doing business in China would be advised to check with their experts there.

For more information on international data and analytical solutions, contact me at doug@focus-worldwide.com.