It’s Apple with their iPhone, eBay, Motorola, Tiffany, Nautica and Brooks Brothers got it wrong in China and Shaun Rein spells out in Forbes why they got it wrong. He fortunately also tells us who got it right, at least better than the losing companies, like the German car maker BMW:
BMW localizes for Chinese consumers. The average Chinese buyer of luxury cars such as BMW, Mercedes and Bentley is 40 years old, much younger than in other markets. He has a chauffeur for weekdays but hits the freeways himself on weekends. BMW accommodated local habits by extending the backseat legroom in its Series 5 line by several inches. It also created its first social media site, MyBMWClub.cn, to appeal to younger owners. Using an understanding of local consumers in developing its strategies has worked for the company. In 2009 through October, BMW has sold 71,952 vehicles in China, up 36.7% from 52,622 a year before. The country is now the company’s largest market for its flagship Series 7 line, and its fourth largest market overall.
Shaun Rein is a speaker at the China Speakers Bureau. When you need him at your meeting or conference, do get in touch.