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The Wrong Way To Market A Product


Marketing 101
 


I don’t know where some of the Chinese vendors learn their marketing strategy. Some of them think that if they yell the loudest then they will get the most business. Sometimes I walk through my local supermarket and hear a loud echoing sound. As I walk closer to the sound I become increasingly irritated. I can’t hear myself think. I start worrying that the noise will make me forget what I am supposed to buy.

As I get closer to it I see someone is screaming out a deafening sound asking people to buy their meat, eggs or some other item. It is a total turn off for me and I must go to another section of the supermarket to continue my shopping. From what I can see it doesn’t seem to bother any other person besides myself. Everyone else just walks around as usual. The local people must accept this form of promotion as a standard way to get attention here.

But the thing I do notice is that no one is attracted to this sound or is drawn in to look at whatever the person is selling. In other words, it is bunch of useless noise that does nothing to promote the product. In my case, it even drives me away.

I see this method for selling a product more as an act of desperation than a way to promote a product. If someone must scream at the top of their lungs for someone to notice their product then there must be something wrong with it. In other words, the thundering noise means “buy it before it expires or I must throw it out”.

The supermarket is not a tourist area where someone may visit just one time. It is a place where the same people go week after week. If you want someone to notice your product then place a sales sign near it, change the display to make it more attractive, update the packaging or just talk normally. 


As long as the loud yelling continues I am staying away and will buy an alternative product.



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Understanding A Culture


'Having Face'




It seems that it is always the middle class in a society that ends ups a great deal of stress. In China this is no exception. Since China opened to the WTO over 30 years ago the rise of the middle class here has constantly been in the news. Millions of Chinese citizens have risen out of poverty and formed the largest middle class in the world.

But with this prosperity comes more difficulties. As salaries rise so does the price of everything a person wants to buy. Unfortunately, salaries are not keeping up with the cost of living. House prices here in Shenzhen have been rising at the fastest rate in the world. If you want to rent an apartment it will cost you much of your salary. And there is no form of rent control. You might have a 1 or 2 year lease but after that expires the price can triple. Then there is the cost of basic necessities like food and clothing. These have also been rapidly increasing in price.

The middle class Chinese must find ways to cope. Most people are now borrowing heavily to make home and car purchases, which brings along added debt and large monthly payments. In turn, many people are looking for second incomes. This is why Taobao, QQ and Amazon has become so popular in China. Anyone can sell on these platforms and many are using these sites to make extra money.

This whole process mimics the growth of the Western middle class and the problems that eventually arise. However, there is an important difference in China.

In China there is something called ‘mian zi’, which means ‘having face’. This is an important part of Chinese society. It refers to a person’s prestige or status in the society. This can be obtained through what job you have, how much money you have, what type of car you drive, where you live, what personal connections you have, etc.

This sense of ‘face’ is so strong that one must prove to others that he or she is better off than someone else. When times are tough and it is more difficult to stay ahead in society some wrong decisions will be made. One wrong decision being made is that you will see famous brands being copied in China. It is considered a fast and easy way to make money and thereby ‘have face’. It takes many years and a lot of money to build a successful brand. Instead, someone can just make a cheap copy and sell it as an original. If you sell enough of these copies you can make a very good living. This can be the path to rising in the middle class while gaining the respect from others.

Everyone in the West knows that famous brands are copied in China but people must understand the underlying cause of why this is happening. We must look deeper into this issue. Just to tell people ‘it is wrong to copy’ and ‘don’t do it’ is not going to work. It is not just about making money but what that money represents in this society. Only when we have a better understanding of Chinese culture can we look for solutions to this problem.
 


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Visit our website for Canada's best source for wholesale sterling silver earrings, pendants, rings, bracelets, necklaces, chains and other silver jewellery, as well as, stainless steel pendants, earrings, rings and chains, along with ceramic bands, tungsten bands, jewellery displays and so much more.
 


We also have a cash and carry showroom located at 55 Queen Street East Concourse Level in downtown Toronto. Note: We only sell wholesale jewellery. We do not sell to the public at the retail level.
 

Fake Products - China


Singles Day Sales


Alibaba’s ‘Singles Day’ just came and went. Sales this year reached an all-time high.
The company is trying to create an atmosphere of ‘shopping entertainment’ for their customers. They hired celebrities, such as, Scarlett Johansson, Kate Perry and David Beckham to promote the event.

But in the back ground there is the ugly fact that most of the brand names sold on Alibaba’s sales platform, Taobao, is mostly fake. Even China’s Consumers Association did a sample buying from the website and discovered that 60% of the goods they purchased were fake.

Recently, Jack Ma, the Chairman of the Alibaba group, stated that the ‘fake’ luxury goods were made in the same factories, made of the same material and have a better price than the real brands. And if these ‘fake’ products don’t use the actual brand name then these goods are not really fake and are instead referred to as ‘off-brand fakes’ or simply ‘web products’.

With an attitude like this there is no wondering why there are so many fakes for sale on Chinese websites. This only encourages people to open their online shops and sell goods then lie about what the actual product is. They show pictures of genuine goods and then send out something different.

It’s a total fantasy for someone to buy online here and expect to get a deal for some designer product. They just want to believe that they paid so little for something that usually costs a lot more. They can then show their friends and brag about how cleaver they are.

With the way things are here you just have to assume that if you bought something online then it is going to be fake and accept that fact.


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Visit our website for Canada's best source for wholesale sterling silver earrings, pendants, rings, bracelets, necklaces, chains and other silver jewellery, as well as, stainless steel pendants, earrings, rings and chains, along with ceramic bands, tungsten bands, jewellery displays and so much more.
 

We also have a cash and carry showroom located at 55 Queen Street East Concourse Level in downtown Toronto. Note: We only sell wholesale jewellery. We do not sell to the public at the retail level.