You need an old China hand

I read with interest Alicia Clegg’s article “Local Colour” (MW March 8). While I agree that an international presence brings opportunities to transfer knowledge, experience and skills, the article fails to mention the crucial groundwork that is needed to enter these markets.

It is often assumed that the Western agency model can be transported across the world and function just the same. Such an approach is naive and dangerous, and has proved the downfall of many hopefuls looking to break into the Chinese market.

To succeed, it is vital to first establish the regional dynamics of the distribution and retail environment, which may show marked differences to their Western counterparts. This goes a long way in determining the level of sophistication of the market, and the techniques which can realistically be implemented.

Agencies and clients must read the currents of the China market. In both cases, a hands-on approach to tackling regional issues needs heavy investment in field marketing, helping to ease distribution and an effective presence at point of purchase.

Ultimately, there is little question that China’s market potential is vast. But any company attempting to crack an emerging market such as China must take advice from consultants who have genuine local knowledge and a thorough understanding of the region.

David King

Director

Tarantula Responsive Communications

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here