Billions: Selling to the New Chinese Consumer

Doctoroff will be discussing the sociological and anthropological work behind his book Billions. Specifically, how to create brands that appeal to the New Chinese Consumer – all 1.3 billion of them. Marketers of some of the world’s leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. Doctoroff argues that the same rules do not apply in China. He delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He also provides tools to help harness the power of insight into consumers’ fundamental motivations and reveals the pitfalls into which many multinational competitors often fall.