接触中国消费者：迪士尼公司（Walt Disney Company）董事长兼首席执行官罗伯特•艾格表示，任何希望进入中国市场的公司都必须真正了解中国消费者想要什么。他说：“有人觉得，既然科技为人们提供了进入世界上各个市场的渠道，那就存在一种世界性文化。这是一种错误观念。情况绝不是这样。这样想的公司会栽跟头。”他指出，当他把迪士尼带到中国，“它就必须像是中国的迪士尼。”艾格说，上海迪士尼乐园动工之前，迪士尼在中国听取了各种各样的声音，以便了解消费者到底想要什么。与会者都认为，倾听中国年轻一代的要求尤其重要，原因是他们所做的决定将影响销售业绩。如果他们喜欢某个产品，他们就会告诉自己的朋友和父母。
At today's town hall meeting at Fortune's Global Forum in Chengdu, China, leaders of some of the world's largest corporation engaged in a lively debate over the shape of China's changing culture. Mass-market tastes—especially among China's younger generation—are changing fast as urbanization, technology and travel remake consumer experiences and demands. The panelists discussed what lies ahead and how business needs to adapt. Here are the highlights:
On the growth of China's consumer market: Wang Jianlin, the Chairman of the real estate giant Dalian Group, was extremely up beat about the rise of the Chinese consumer. Many people, he said, believe that China has problems and its growth will slow, but he added: "they are wrong." He pointed out that the nation was still urbanizing, pension reform is coming and the Chinese moving into the city "will need homes, jobs, and they will go to movies and restaurants. Therefore China over the next 10 years will grow at 8% or more." As one point of evidence he pointed out that a few years ago a lot of doubters said the bullet trains would be a big failure but today "the high speed trains are so crowded."
On reaching the Chinese consumer: Robert Iger, the Chairman and CEO of the Walt Disney Company (DIS) said that any company wishing to crack the China market has to really understand what the Chinese want. "There is a misconception," he said, "that because technology has created access to world markets that there is one world culture. That's absolutely not the case. Thinking that can trip up a company." He said that when he brings Disney to China, "it has to feel like China's Disney." Before starting construction on Shanghai Disneyland, Iger said that Disney listened to a lot of diverse voices in China to find out what the consumers really wanted. The panels all agreed that is was especially important to listen to what China's youth wanted because they are the opinion makers who will drive sales. If they like a product they will tell their friends and their parents.
On targeting Chinese tourists: While the Chinese are buying luxury goods, one of the most promising markets, said Angela Ahrendts (BURBY), the CEO of the luxury clothing group the Burberry Group, are those traveling abroad to shop. "In 2013, 100 million Chinese will travel outside their country and they will spend 10 times more than they spend in China." To capitalize on this trend, Ahrendts has outfitted Burberry shops in strategic markets with Mandarin speaking sales clerks.