Billions: Selling to the New Chinese Consumer

The marketing universe described in Doctoroff's book seems both familiar to Americans (its size, scale and ambitiousness) and utterly foreign. Its Confucian view of the world is brought home with a series of insights that can be used to build a strong brand. One that I particularly liked described how American mothers want their babies to grow bigger, faster, taller. In a bit of marketing mumbo jumbo, Doctoroff calls this "transformational benefits." Chinese mothers, on the other hand, are more concerned about the dangers of the world and therefore seem immunity and other "protective" benefits. This is just one example and there are loads more. Doctoroff's analyses of many "sub" markets -- youth, men, women -- are pretty fascinating and eye opening. Almost like a parallel universe. The middle section is probably the least accessible to non-marketing types but the rest of the book is surprisingly accessible and easy to understand. A really good -- even fun -- read.

No, we're not. This is the accurate conclusion of Doctoroff's book. Too many Western companies think we are and, as a result, make big mistakes. A quote from p. 2 says it all... "...We (Westerners) are moral absolutists and they are relativists. We value social dynamism, they value order. We view history's march as linear. They view it as cyclical, driven by fate. We believe society is "good," they believe it corrupts. We are monotheists...and they are atheists, unified on a spirial plain by a belief in Chinese 'culture.'" What's amazing about the book he Doctoroff makes it clear what this also has to do with marketing soap, cars and diamonds. A must read for foreigners trying to make it

Standing in the bookstore, the jacket of this book caught my eye, so I decided to thumb through it and then buy it. I have an interest in China, largely because I see the country as a very important part of all of our futures. Still, I know very little about China. So, I wondered whether "Billions" would be accessible to me. Boy, was it! To my great surprise, a book on consumer marketing opened my eyes to, and brought to life, an entire culture that, as Mr. Doctoroff describes it, is both utterly foreign and worthy of great respect. The book is sharply written. It is also quite lively. Looking through the prism of advertising, one through which all readers can gaze (given that we are exposed the medium on a daily basis), China comes alive. We see how its history, religion, values and psychology are all profoundly different than our own. The thing that comes across most clearly is that, while Chinese want to be modern and successful, they definitely don't want to be western. They value their own rich culture too much. Certainly, advertisers hawking their wares in China will be at a loss if they forget this lesson (or ignore this book). But, so too will politicians, diplomats and anyone else who endeavors to interact with or understand the Chinese. In writing this book, Mr. Doctoroff has provided truly a valuable service. Of course, he gives us a basic but far reaching tutorial on advertising, one that unlocks many of the profession's secrets. (The lessons Mr. Doctoroff has learned from his lengthy tenure as an advertising executive in China literally spew forth from the book's pages, albeit in a way that is quite digestable.) But in treating China as the next vital frontier, in allowing us to understand the mysteries of this distant but omnipresent land, Mr. Doctoroff allows us to better grapple with the challenges and opportunities ahead. I loved this book.

I am a local Chinese living in Beijing and work in a Korean company that manufacturers and markets consumer electronics. Most foreigners don't understand us and think they are better than Chinese. That causes big mistakes! Remember the time Nike ads got banned??? :-) But the author really knows Chinese people (its scary) and even seems as to admire us. This book is very perceptive it's hard to believe a loawai wrote it.