The Chinese University of Hong Kong

Selling to Chinese Consumers

This course is part of Doing Business in China Specialization

Taught in English

Some content may not be translated

Prof. Letty Kwan

Instructor: Prof. Letty Kwan

11,676 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.8

(248 reviews)

|

93%

Beginner level
No prior experience required
11 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.8

(248 reviews)

|

93%

Beginner level
No prior experience required
11 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

Placeholder

Build your subject-matter expertise

This course is part of the Doing Business in China Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
Placeholder
Placeholder

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Placeholder

There are 4 modules in this course

China is a big consumption market. It is a distinctive consumption market because of its unique contextual and cultural factors. Why do Chinese consumers spend big money on luxury brands? What roles do historical, contextual and cultural factors play in influencing Chinese consumption habits? The current module seeks to answer these questions.

What's included

11 videos4 readings1 quiz1 peer review1 discussion prompt

The Internet has created plenty of business opportunities in China. The current module highlights how you can manage relationship with Chinese consumers in the digital era.

What's included

8 videos2 readings1 quiz1 peer review1 discussion prompt

Chinese consumers are found to be more materialistic in a cross-national survey conducted by the I.C.E lab at CUHK. Unlike Western consumers, the rising levels of materialism for Chinese consumers are not driven by low self-esteem. This lecture explains how lay elitism and social mobility affect Chinese consumption characteristics such as materialism, conspicuous consumption and acceptance of culturally mixed products.

What's included

8 videos1 reading1 quiz1 peer review1 discussion prompt

Consumers are becoming increasingly likely to see products from traditional and modern cultures at the same time, and products from different cultures in the same space. Experiencing two or more cultures simultaneously can elicit different responses from consumers. Recognizing the increasing importance of branding in China, this module highlights how you can successfully project the personalities and values that your brand represents without eliciting negative sentiments in your target consumer population.

What's included

5 videos2 readings1 quiz1 peer review1 discussion prompt

Instructor

Instructor ratings
4.7 (61 ratings)
Prof. Letty Kwan
The Chinese University of Hong Kong
2 Courses12,226 learners

Offered by

Recommended if you're interested in Business Strategy

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

Showing 3 of 248

4.8

248 reviews

  • 5 stars

    84.27%

  • 4 stars

    11.69%

  • 3 stars

    2.01%

  • 2 stars

    0.40%

  • 1 star

    1.61%

MC
4

Reviewed on Feb 17, 2021

SR
5

Reviewed on Nov 25, 2017

AR
5

Reviewed on Feb 5, 2018

New to Business Strategy? Start here.

Placeholder

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions