2. Capturing shoppers’ demand
Think small to win by segmenting the shoppers and identify their unique
“shopper personalities”
Identify the most valuable mission by a retail customer to develop a stronger
shopper‐focused value proposition, to win more shoppers
Connect shoppers’ instore navigation with the layout planning and let them
govern the in‐store location of various point‐of‐sales
Change design & merchandising principles according to shoppers’ interaction
before shelf
Take consumer demands on product specifications (function, flavor, etc) into
careful consideration when driving on‐shelf assortment.
Leverage consumer differences by geographies in order to capture highest
available sales with product assortment.

3. Innovation
The amount of “in China for China” innovation is growing. To succeed, it
requires ongoing investment and commitment.
What it takes to win in China is similar to other markets, but the degree of
difficulty is, in some ways, higher.
Being “first to market” has advantages, but followers can win if they move fast
or differentiate themselves.
Multi‐nationals and local companies generally follow different paths, each
leveraging its own strengths, but each can learn from the other.
Local companies are increasingly pursuing and succeeding in the higher‐
priced, premium segment, often by leveraging distinct “Chinese” elements.
Local market knowledge and continuous investment are essential foundations
to success, but talent and a rigorous process are the key differentiators for
companies that win through innovation.

4. Retailer
Don’t rely on just experience for potential city selection…
You need to use more comprehensive and systematic ways – in order to reduce the
risk & increase ROI.
Understanding your shopper is even more crucial in lower city tiers. Shoppers from
different city tiers have varied behavior & needs. Low prices & promotions on their
own won’t win.. You must first understand your consumer…
Be flexible in store formats when entering to lower tier cities. Understanding
2
local shoppers & competition is crucial.
Building brand awareness & gaining customer loyalty are the most important
strategies for retailers to achieve long term success, especially when entering lower
2
tier cities
Be a pioneer and introduce new concepts & trends from higher tier cities.
However don’t forget the importance of local culture and favorites…

5. In Automotive
Form emotional connections with lower tier consumers ‐ friendly, warm,
inviting and caring
In your marketing communication ‐ build a trustworthy brand image that
offers a higher value of service
Make good use of the internet, social media and physical displays ‐ to reach out to
target consumers in a more approachable manner
Dealer network expansion and training of sales and service staff will further improv
brand visibility in lower tier cities ‐ as well as playing a more important role in
influencing consumer decision
Utilize the Internet and Physical Displays to Enhance Brand Awareness

6. Retail Banking
Huge opportunity exists in all tiers of cities in China. In tier 1 and tier 2 cities
product penetration is relatively high; gain market share via differentiation.
Tier 3 and 4 city opportunities exist in increasing product penetration
Channel usage is skewed towards branches. online, ATM and telephone banking
can be utilized for basic banking services thereby easing pressure on branches
Good service is the most important factor affecting customers’ choice ‐ apart from
branch (channel) coverage. Nielsen research shows that customers perceive no
difference in service among big banks.
Customer experience is delivered through every touch point. It is important to
deliver high quality service via every touch point!
Financial institutions with strong customer experience enjoy strong brand equity,
higher acquisition rate and greater loyalty from its customers

7. How to Win Digital Consumers
Understand the key issues driving online sentiment… it starts with listening
Create an “authentic” online interaction with consumers; be relevant, speak
their language, leverage their celebrities
Look for ways to let consumers tell your story for you… rather than advertising
products, engage audience in your community efforts & feature developments,
etc.
Understand online buying for your product category and have an online sales
strategy
Don’t forget mobile is an increasingly important part of the internet