It's easy from afar to think of China as one big country. It's not. As the map attests, it's made up of many regions, each with their own history, culture, language, natural resources and economic development.
Most importantly, there is still marked wealth and income disparity between different regions.
For instance, the top five markets including Guangdong, Jiangsu, Zhejiang, Shanghai and Beijing have 16.9% of the country’s population yet accounted for 33% of national retail sales. Consumers in these markets have become increasingly well off and sophisticated.
Therefore, when we are thinking of marketing to China, we need to be thinking of regions, or at least, the cities that belong to the different regions.