source : https://www.teamlewis.com/magazine/top-considerations-for-marketers-looking-to-tap-into-china/
The vast majority (88%) of American marketing leaders actively involved in marketing products and services to consumers in China were extremely confident in their marketing campaigns, according to a new report from Lewis Research. However, only half of the 351 top US marketers surveyed had devised local strategies specifically for the Chinese market, and almost one in five admitted that they had little or no understanding of China's business practices. "One of the main issues highlighted in the report is the false belief of American marketers that they fully understand marketing practices in China," said Matt Robbins, vice president of knowledge and research at Lewis Research. "The motivations that drive consumer purchases are entirely different from those of American consumers, and knowledge of the cultural principles behind these motivations will be key to the success of American marketers in China."