Well, superior products or services can help the company win the competition at the global market. However, customer's recognition of the superiority is more important to win the markets. Thus, how to education it customers is a key factors for the international companies to succeed.
Why is education so important? Let's take American movie as an example. As a segmentation of entertainment industry, American movie industry works well in Chinese market. Although there is a huge culture Gap between China and the U.S, the American movie, are tagged as the most popular and greatest movie by Chinese customers. They prefer to buy the tickets for 2 or 3 tiered movies produced by U.S.rather top tiered Chinese movie. Why? The reason is quite simple: Chinese audiences are well educated and persuaded that those movies are great movies even though the truth is opposite. Companies spend more money on build up the concept that movies come from U.S are high quality. All the marketing activities enforces such images and successfully deliver those information to the target audience.
Thus, learn how to educate you customer to win global competition should be considered by all companies.
Educating your consumers about your product and brand is important for success anywhere in the world. Moving into a new country gives a company a unique opportunity to with from a blank slate - take PBR beer in China, which is being launched as a premium brand (PBR in the US is a low-cost beer brand).
ReplyDeleteAre American movies popular in China due to proactive education by the industry, or is it just perception? Many countries in Asia have a favorable opinion of American products, and I wonder if that is the case here...
I agree that the perception positively influence American movies popularity. However, the education activity also strengthen such perception. It functions as a loop.
ReplyDeleteActually, from my perspective, some movie comments affects Chinese movie markets effectively. Customers buy the tickets because they are motivated by the positive comments showed on the magazines, TV channels and some social network websites. I noticed that for some Chinese consumers, although they didn't understand the story (movie described),they still recommended the movie to their friends as the way the comments did. Then, more and more people would like to buy the tickets and then recommended to their friends.That's why I think the education affects consumer's behavior.