Every day I see foreign brands come into China without spending the time to identify their true target customers…and the worst part is they think they HAVE.

A brand I spoke with yesterday told me they were targeting 20-30 year old Chinese millennials.

But there are 400 million of them. It is the equivalent of targeting “Europe.”

Assuming people born on certain dates all want the same stuff is like tuna fishing from the beach with a cane pole and carp bait. It doesn’t work.

So you need to get very specific in terms of WHO your minimum viable market is. That “who” has individual beliefs, values, wants and needs.

And you must choose desirable attributes for your brand that attract enough of them to your cause so you can earn a living.

You also need to make sure that “tribe” is filled with early adopters who send the right SIGNALS to the larger community you want to reach later.

Then rollout commerce when you are absolutely ready to do so AFTER you have activated your fan base and gained some traction.

#ChinaBusiness #China #eCommerce #TargetMarket #ConsumerResearch #ConsumerProfile #Activation