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The author of this book, Martin Wu, is Intel Corp.’s former China Marketing Director. He has more than 11years working experience in mainland China. Mr. Wu was the commander of Intel China’s marketing department, taking responsibility for the market of Intel CPU in this complicated consumer environment. After his triumph in China, Intel wanted him to conquer another market, but he would rather working in China than having high pay, so he resigned.

In his book, Martin shared his observation about Chinese consumers’ behavior. First, there are many types of values from different locations. In Shanghai, people are strict budgeting; in Peking, people are simplifying, and in Guan Don, people are running after fashion. These differences are meaningful for marketing staff to set strategies for specific market. Second, he emphasizes the importance of channel management. China is a big country with vast territory, so if you want your products can be delivered to customers as soon as possible, you have to establish a powerful and customer oriented agency system. Besides, as the undeveloped marketing conditions, manufacturers have to take responsibility for coaching agencies to sell products. The more education you give them, the more profits they create. Third, he suggested people who want to join in China market to set correct attitude toward this area. Some companies, especially Taiwan firms, just look China market as manufacturing base, and sell something cheap with low quality there. In their opinion, they want to make money with quantity. In Martin’s viewpoint, this strategy cannot establish a long-term competitive strength in China, because people now also care about the quality and the economic growth is too fast to let the third, the fourth and the other followers to survive.

“Global vision, local touch.” It’s the principle for any multinational company. Wu explained many successful examples that worked in China. The most impressive case is the corporation between KFC and Intel. When Martin reported to headquarters that he would launch a campaign to educate families in KFC about some computer knowledge, his bosses resisted a lot. After all, he persuaded them and then successfully earned consumers’ notice. This case showed the different thinking between the East and the West.

China is absolutely an influential economic market. In coming days, expectably, the competition there will turn white-hot. Every rival should know the real patterns of Chinese, instead of imaging them.