McKinsey & Company - Greater China

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Within a decade, income growth among the Chinese middle class will make China one of the top consumer markets in the world. But China's rapidly evolving consumer landscape makes it one of the world’s most challenging environments for marketers.. A successful marketing plan requires vision, insight, and superb execution capabilities. Companies must learn to cater to the increasingly diverse and sophisticated tastes of China’s growing middle class, and they can no longer merely rely on the lower-tier segments to build scale. The sales and distribution landscape is modernizing quickly, yet it exists alongside outdated traditional sourcing methods.

McKinsey’s Marketing & Sales Practice in Greater China advises companies on a range of functional and sector-specific marketing and sales strategies. In China, we serve a mix of leading local companies and multinational corporations (MNCs) in industries as diverse as automotive, telecommunications, consumer goods, and banking and securities. We help clients create an effective go-to-market approach that takes into account China’s vast geographic differences and unique distribution channels.

Our service lines include:

End-to-End Marketing Insights (E2MI): Our marketing specialists, who typically have advanced degrees and training in survey research and statistics, work with client teams to help them better understand their customer base and rapidly develop branding, product, and channel strategies across product categories.
China Consumer Center (CCC): McKinsey’s China Consumer Center provides clients with current, in-depth insights and data on consumer preferences and behavior across more than 100 product categories, generated using our innovative, proprietary survey techniques.
Go-to-Market/Sales & Channel Marketing: Based on our extensive client work with companies in China and on our own proprietary research on sales force performance and trade channels, we have developed a keen understanding of the Chinese market and can identify the steps required to make real breakthroughs in sales and marketing.
Commercial Transformation: We work closely with clients to conduct long-term, comprehensive transformation programs to improve and sustain their marketing capabilities and commercial operating systems.