Herman Cheng Vineet Arora
Sep 17, 2014

Looking to reach China’s lower-tiers? It’s in the palm of your hand

Marketers everywhere want to find the quickest, most cost-effective and least-convoluted route to the hearts and minds of lower-tier city consumers. But you might be holding it right now.

L-R: Herman Cheng , Vineet Arora

The mind organizes and categorizes everything it sees. It’s a necessary mechanism to efficiently store information Chess is a board game a Macbook Pro is a computer. This mental shorthand helps make sense of our surroundings. But when looking at a population that’s larger than Europe and North America combined, how can we best collate China’s markets into more digestible, consistent segments

The brightest minds have adopted a mind-boggling array of methods for slicing up...

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