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China Market Research Strategies
2005-4-1 1:48:22      CRIENGLISH.com
To obtain accurate China market analysis, foreign companies must use appropriate market research techniques. They have to be aware of many cultural aspects as well.

An All-China Women's Federation member interviews household heads for a market research project in rural Guangxi. China's markets are difficult to research and understand because of a rare combination of five factors. The first is the country's size, comparable only to the United States, India, Brazil, and the European Union. Second is its rate of market change, which compares only to developing economies such as India and Brazil. Third, though considerable secondary information is available in China, it is often old, questionable, or inaccurate, and the methods by which it is produced are rarely understood. Fourth, China's markets are fragmented and diverse. For example, more than 1,000 brewers compete in China's beer market and around 100 companies manufacture elevators. Most of these are small, regional companies that rely on multiple distributors. And fifth, individuals and businesses are often unreceptive to direct research inquiries. Making sense of this market thus demands more systematic research than is needed in more orderly and established markets.

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