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Today, most Americans take for granted that China will be the next global superpower. But despite the nation's growing influence, the average Chinese person is still a mystery - or, at best, a baffling set of seeming contradictions - to Westerners who expect the rising Chinese consumer to resemble themselves. Here, Tom Doctoroff, the guiding force of advertising giant J. Walter Thompson's (JWT) China operations, marshals his 20 years of experience navigating this fascinating intersection of commerce and culture to explain the mysteries of China. He explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for businesspeople, marketers, and entrepreneurs - or anyone else who wants to know what makes the Chinese tick. Dismantling common misconceptions, Doctoroff provides the context Westerners need to understand the distinctive worldview that drives Chinese businesses and consumers, including:
- why family and social stability take precedence over individual self-expression and the consequences for education, innovation, and growth;
- their fundamentally different understanding of morality, and why Chinese tolerate human rights abuses, rampant piracy, and endemic government corruption; and
-the long and storied past that still drives decision making at corporate, local, and national levels.
Change is coming fast and furious in China, challenging not only how the Western world sees the Chinese but how they see themselves. From the new generation's embrace of Christmas to the middle-class fixation with luxury brands; from the exploding senior demographic to what the Internet means for the government's hold on power, Doctoroff pulls back the curtain to reveal a complex and nuanced picture of a facinating people whose lives are becoming ever more entwined with our own.
- Sales Rank: #1120707 in Books
- Published on: 2012-05-22
- Released on: 2012-05-22
- Original language: English
- Number of items: 1
- Dimensions: 9.56" h x 1.03" w x 6.53" l, .94 pounds
- Binding: Hardcover
- 272 pages
Review
“With insight and energy, Doctoroff…takes on the daunting task of explaining the Chinese character… This in-depth, lively précis of modern-day China is an invaluable guide to anyone hoping to do business in the fast-growing Eastern market.” ―Publishers Weekly
“A primer on Chinese consumers [with] each paragraph delivering a takeaway pearl of wisdom… A no-nonsense book by an enlightened capitalist.” ―Kirkus Reviews
“'Gaining familiarity with China's basic philosophies and culture will help businesspeople create new opportunities, offer competitive advantages, and avoid pitfalls. Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China…An essential read.” ―Library Journal
“Do not go to China―with your product, your ideas, or yourself―without reading this book. Tom Doctoroff is a triple value interpreter; marketer, historian, and philosopher of all things China.” ―Charlotte Beers, former Chairman Ogilvy, J. Walter Thompson, and author of I'd Rather Be in Charge
“It takes decades for outsiders to begin to understand how China really works. In his latest book, Tom has distilled a career worth of professional and personal reflections into a potent cocktail of insights. This book is a must-read shortcut for any guest working in China trying to make sense of the overwhelming complexity and depth of China's consumer landscape.” ―Alan Jope, President, Unilever, North Asia
“Tom Doctoroff's insightful book What Chinese Want is a gem. It provides a unique perspective on why the Chinese think the way they do, history's role in China today - and unlocks mysteries one might have not even noticed. A must-read for those traveling to China―from the casual visitor to the corporate executive wrestling with the mechanics of Chinese society.” ―Stefan Halper, author of America Alone and The Beijing Consensus
“'What do Chinese Want?' It's a big question. But marketing guru Tom Doctoroff can handle it. He approaches rough business challenges not only strategically but also psychologically. He catches what numbers don't capture: the heart of a people and how it affects who succeeds and who fails on the mainland.” ―Jing Ulrich, Managing Director & Chairman of Global Markets, China, J.P. Morgan
“Tom's unique experience and perspective is a boon to anyone who plans to address the Chinese consumer. In so far as it is possible to sum the sentiment and unique cultural underpinnings of this mammoth country, Tom has done it.” ―Kathleen Hall, Windows Global Campaigns and Product Marketing General Manager, Microsoft
“In explaining what Chinese consumers want, Doctoroff vividly shows us where China is headed as a society and a world power.” ―Garrick Utley, Senior Fellow SUNY Levin Institute
“What Chinese Want is required reading for any business person that deals with Chinese nationals or companies. It will help you quickly learn what was so hard for me to understand during my five years of living in China: China is very different from the West, and Tom Doctoroff will explain what you need to know to succeed there.” ―Miguel Patricio, President of Anheuser Busch Inbev for Asia Pacific
“The scale of potential opportunity in China is staggering. But business people who want to succeed in China often feel like they have landed on a different planet. Tom Doctoroff's book offers a very insightful, down-to-earth analysis of both what's driving growth in China as well as a nuanced analysis of the psychology of Chinese leaders and people. Anyone who wants to succeed big time in China will find his book very helpful and interesting.” ―Dr. Ramesh Tainwala, President Asia Pacific and Middle East, Samsonite Group
“Tom Doctoroff's What Chinese Want succeeds in linking the most dynamic facets of the modern Chinese commercial and consumer landscape with the unique and timeless characteristics of China's people and culture.” ―John Quelch, Distinguished Professor of International Management, Vice President and Dean, CEIBS (China Europe International Business School)
“This is a breakthrough work on the modern Chinese consumer. Rooted in a long and successful career in China, Tom Doctoroff's book gives a concrete, in-depth, and simple explanation about how this mysterious land really works that will begin to change the world's biased understanding of a great country.” ―Pierre Xiao Lu, author of Elite China, professor of marketing at Fudan University in Shanghai, and Founder of China Market Institute Consulting
About the Author
Tom Doctoroff is the Northeast Asia Area Director and Greater China CEO for J. Walter Thompson, the author of Billions, and a leading authority on marketing in China and Chinese consumer culture, with more than thirteen years of experience in mainland China. He has appeared regularly on CNBC, NBC, Bloomberg, and National Public Radio and is frequently featured in publications ranging from the Financial Times and Business Week to The Wall Street Journal and The New York Times. He is also a columnist for the China Economic Review and the Chinese magazine Global Entrepreneur. Doctoroff is the recipient of the Magnolia Government Award, the highest honor given by the Shanghai municipal government to expatriates, and was selected to be an official torchbearer for the Beijing 2008 Olympics.
Most helpful customer reviews
4 of 4 people found the following review helpful.
A must-read for those involved in China, but will take work to get through
By E. Sander
I have been working in China for 1,5 year now and was immediately fascinated by the title and context of this book. In the past 2 years I have been extensively reading about China, its culture and the psyche of its people in an attempt to understand them. Bit by bit I have been putting the complex puzzle of China and the Chinese together only to see that the resulting picture still never made complete sense. I expected a lot from books like Kotler's 'Marketing Management in China', but it proved little more than his regular 'Marketing Management' book with some added Chinese case material. After reading an article about Doctoroff's book online I knew I had to get myself a copy immediately (which initially proved a bit challenging since the book itself is banned in China).
After having read the book I have to agree with both the positive and negative comments in other reviews. First of all, this is a must-read for people in the marketing, sales and advertising professions that consider China to be a (potential) market for their products or services. Even for people that are not necessarily working in these areas but are still involved with Chinese people (whether or not professionally) this is a recommended read. Doctoroff's experience, undoubtfully backed by investments in market research at his advertising agency, provides us with an invaluable source of information and understanding about China and the Chinese. And most of what Doctoroff writes seems to be spot on. An interesting aspect is the way Doctoroff 'zooms out'. Starting with the individual consumers, then discussing the society, than China's place in the world, while touching upon many different very relevant subjects along the way. It has given me many new insights, resulting in instant adjustments to my own projects. As Doctoroff writes, the biggest mistake is to think that we 'get' the Chinese and our Western concepts will work. They won't. This book will help you to better understand them and your own misconceptions.
So far so good.
A less positive aspect is the readability of the book. I have found a few problems here. English is not my first language but I have been reading English business literature for 20 years without any problem. In certain sections of this book I found the language style unnecesary pretentious, complicated and unappealing. The subject matter is complex enough to understand without making the text read like business proze.
Also, the book reads like a Powerpoint presentation. It consists of no less than 37 short chapters, each split into several sub-subjects, which are then split into sub-elements on a paragraph level where the text often consists of long lists of examples. The book reads like a constant dissection, which can be quite tiring after a while. At times the book also feels like a collection of short essays or columns, with an overlap in explanations. Sometimes constant explanation of the 'ambition versus anxiety' concept returns so often that the text almost becomes predictable. The structure of the book often gives it the feel of an encyclopedia, although I have found using the index in the back of the book, attempting to find and re-read something specific, rather useless.
The book could definitely have been more enjoyable with more anecdotes, a lighter tone and more sense of humour. I have found that when reading other books like 'When A Billion Chinese Jump' I would have vivid discussions with friends and colleagues about the content matter, mainly because the anecdotes in that book suppported the factual information so well and brought it to life in the reader's mind. People remember stories, not endless lists of facts. For this book the lack of such a balance and they way the text is structured often made me say to others 'I can't quite remember what it said about this subject, but it is a really interesting book.'
So let's leave it at that. A must-read for some people that will however take some energy and perseverence for some to chew through.
5 of 6 people found the following review helpful.
Excellent look at China today...
By Jill Meyer
A few years ago - must have been in 2004 - I was visiting my son in Shanghai and while traveling to Pudong Airport to leave, I saw a huge road-side billboard touting the newest, glitziest, apartment complex then under construction. Aimed at the new wealthy in Shanghai, as well as foreigners working there, the title of the complex was "Richgate". Now, "Richgate", completed in 2005 is still attracting tenants and I assume still has the same cache it had when it was under construction 8 years ago. Tom Doctoroff, in his new book, "What Chinese Want", attempts to explain the new Chinese "market" to foreigners who want to do business in China. Though he doesn't talk about "Richgate", Doctoroff writes well about the "New China", the very people who might be attracted to such a project.
Tom Doctoroff is currently head of JWT in China and has lived in Shanghai for ten or so years. He lives in the French Concession in a row-house apartment and was evidently not tempted to live (it up) at Richgate. As an advertising and marketing expert, he takes the reader through the intricacies of selling and marketing to the Chinese. Doctoroff's title, "What Chinese Want" is interesting in itself. Notice he leaves out "the" between "What" and "Chinese", therefore bringing his findings down a bit from the macro "the Chinese" to the micro "Chinese". There's a difference in meaning by leaving out "the" in the title, and unless it was a mistake (which I doubt), Doctoroff gives the reader a bit of a look at the individual person in China, rather than the mass of Chinese, as consumers.
But, in truth, Doctoroff also speaks about the mass Chinese consumer. He writes about everything from interpersonal relationships in both business and family lives, the embrace of some international couture brands but not others, and how the different generations value and purchase items. He's also writing mainly about the new China, the people in the embrace of the quasi-capitalistic/quasi-Communist economy. Those people who've moved from the countryside to the major cities to take advantage of better education and better job opportunities. And with those increased opportunities come the increased pressure to buy into the new society by buying the new products offered for sale. Cars, which are generally a hassle to keep in the crowded cities, are seen as objects of success by both the middle and upper-classes. And if you can't afford a whole Prada purse, you can still make do with a Prada key chain.
Tom Doctoroff's book is a fascinating look at China today from a worldly marketing standpoint. While written for the international marketer, the book contains enough interesting points for people like me who are interested in China and its place in the world.
10 of 13 people found the following review helpful.
Couldn't Even Finish It
By Craig Rutkowske
I bought this book on a whim just to try and keep up with what is going on in China outside specifically what makes it to the news. I couldn't get past page 70 of this book. Although I think the content of the book is interesting, I felt like the writing style was overly complicated for no reason other than to sound overly complicated. I often found myself having to re-read the same sentences and paragraphs multiple times to catch the meaning. This frustrated me to the point that I would read one of the two or three page sections per sitting and then put the book down for 2-3 days before I could muster the courage to pick it up again.
Perhaps I am not the target audience for the book, but I would personally not recommend it as a "leisurely read."
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