The Main Success Factors of Marketing Companies in the Field of Consumer Goods of Russian, Western and Chinese Companies in China

Consumer goods are the most demanded product category in China, as they account for the largest share in Chinese purchases (40%). The market for consumer goods in China is the object of my research, while the subject of research is the main difficulties in promoting consumer goods in China. Considering that consumption is growing in China, but consumer goods produced by the country itself are not of high quality and have many shortcomings that the Chinese notice (according to surveys), this may be a good chance for both the food and non-food sectors of our country, especially given the fact that Russian manufacturers do not have a large number of markets, which is associated with recent political events. This study is especially important for Russian companies, because often the resources of SMEs are limited, and there is not enough knowledge about the complex Chinese market, as the studies either are not available or they are made available to the public Goals and objectives of my work: Objectives: • Determine which factors in the promotion of goods in the segments of essential goods, clothing and fast food are key Tasks: • Identify what are the key factors in promoting products. • Identify potential promotion opportunities for Russian products in China • Identify the main features in the promotion of consumer goods in China Methods used in the work: statistical data will allow us to assess the real situation in the consumer goods market and to avoid data distortion. To summarize and verify the solution of the set tasks, a generalization of the obtained statistical data is required to understand the overall situation, since separately collected data alone are not valuable, they need to be compared with each other to obtain a comprehensive understanding of the market situation A total of 21 companies were analyzed, as a result I was able to draw conclusions about which factors in the promotion of goods and business development are key. It was concluded that the Russian business has prospects, the main mistakes in marketing and promotion were analyzed. All conclusions and data were built on the basis of statistics, data on revenues and revenues, business margins and operating income of companies.