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 As the fortunes of Chinese citizens rise with the booming economy,
millions are entering the consumer market for the first time. Their demand for
food, clothing, electronics, and household-products is driving growth – and
competition – among consumer goods manufacturers. The Chinese market holds
enormous upside opportunities for companies that can shape consumer tastes and
trends, while building enduring brands.
To win in China, companies must adapt quickly to its multi-layered
and rapidly evolving market. Companies must be competitive on costs,
develop products tailored to consumer needs, and educate consumers on how
to enjoy their products.
Chinese players are enjoying the momentum that comes with rapid growth,
but face the challenge of learning how to juggle between managing large retail
organizations, navigating complex systems of suppliers, and serving diverse customers.
Many multinational consumer goods marketers and retailers that are expanding their
reach into China through mergers and acquisitions are faced with the task
of integrating their new organizations quickly. They also face challenges
in building their sourcing operations as they expand into lower-tier cities.
Drawing upon our extensive client experience and the proprietary knowledge
of our China Consumer Center and the McKinsey Global Institute,
McKinsey helps clients tackle critical business issues in five key areas:
- Corporate Strategy —
setting overall strategic direction and identifying
opportunities for growth through new business building,
alliances, mergers, and acquisitions
- Organization — ensuring that overall company and
functional performance is maximized through optimal organizational
structure, processes, and performance management
- Marketing — determining the most appropriate strategies
to effectively manage brand portfolios and individual brands,
optimize marketing effectiveness, and build world-class marketing capabilities
- Customer Management —
developing strategic responses to the changing retail environment and
ensuring optimal internal sales-related processes, team configuration,
and capabilities to manage channels and customers in a profitable manner
- Operations — developing a distinctive operations strategy,
optimizing the overall supply chain, and ensuring world-class performance
within individual functional areas such as production or purchasing
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