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China and India: Youth Market

  • Youth is a driving force of every society. This fact is especially true in the countries where youth is the biggest part of population  India and China. Young people not only shape the stylistic peculiarities of the offerings, but also define marketing tendencies. On one hand, youth pushes Chinese and Indian markets towards globalization. On the other hand, youngsters not only link their countries markets to the Western values, but also help to save the unique features of their ethnicity.

    Young consumers from China and India base their marketing preferences on the view of fashion. In other words, they want to buy those things, which help them to stay trendy. It has been estimated that in 2014, the Chinese youth was responsible for the enrichment of global luxury market by 20%, and Indian youth contributed 10%to their enrichment. As a result, the most desired products for them are modern gadgets of such top sellers of mobile devices as Apple and Samsung and fashionable clothes of such Western brands as Nike, Adidas, Gucci, LV, etc. Even concerning the choice of food, young shoppers prefer Western brands like Coca Cola, McDonalds, Snickers, Nescafe, etc.

    It seems that China and India are the paradise for American marketers. Nevertheless, without the special knowledge, this paradise can immediately turn into hell. To be successful in the shopping activity of the Chinese and Indian youth markets, it is necessary to know micro-and macro-environmental forces that rule them. The first one deals with fashionable preferences. The youths of these countries adore not only the Western celebrities, but also the Eastern ones. For example, popular people in these countries are Ayumi Hamasaki (Japan), Rain (Korea), Jay Chou (Taiwan), and Faye Wong (Beijing). The second force deals with the sphere of influence. The youths of China and India do not like window-shopping. For them, Internet is a more appropriate place for communicating with sellers. Finally, it is necessary to take into consideration high competitiveness of China and India. For example, Chinese products are among the top-sellers in many countries. The main reason is affordable prices. Therefore, cheap products attract youth, too.

    Moreover, the U.S. marketing policy differs significantly from those in India and China, even though these three countries share the status of the largest markets in the world. For example, the U.S. market depends mainly on private companies, while the Chinese one is operating under the severe ruling of the communist party, which defines the main directions of development. Indian marketing is similar to the American approach. However, it does not follow such principle as generalization. Indian market is characterized by great diversity, which depends on regions. Moreover, cultural and religious traditions are extremely important when it comes to the competitiveness of products.

    As a result, Western companies should modify their strategies in the Chinese and Indian markets in order to capitalize on the present opportunities. Firstly, there is a great possibility to use not only Hollywood celebrities as promoters, but also local ones. This decision will help to create the feeling of kinship between the marketers and customers. Secondly, there is an option to contact youth not only with the help of billboards, but also services, which are close to them social networks, Skype, mobile messenger, etc. Finally, Western companies have an opportunity to rely not only on their own strengths. They have a choice of collaborating with other local companies and authorities not to only enter the markets, but to penetrate them confidently. Finally, marketers are required to take into consideration cultural and religious differences between countries. For example, since a cow is treated as a sacred animal in India, it is a bad idea to sell beefsteaks in McDonalds in this country.

    To sum up, it seems that Chinese and Indian youths are ready to follow blindly the fashionable tendencies proposed by Western companies. Nevertheless, it is not always true. If Western sellers do not accommodate their products to the local peculiarities, they will only experience temporary success in Chinese and Indian markets.

    Riobert Cooper is an writer at the synopsis writing services. He conducts researches on various issues. The most interesting cases are on modern politics and business development.