Russian Brands Promotion Specifics on the Chinese Market - the Example of Dairy Products

This study is focused on revealing the specifics of consumer behavior in China, that does not allow the Russian brand to use a standard approach to promote a product on the local market. Direct marketing communications tools and the possibilities of their use in the Chinese market were analyzed in the course of research. A statistical review of the Chinese market was conducted. As part of an empirical study, 10 interviews were conducted with experts on the Chinese market and representatives of such companies as EkoNiva-Foods, Makfa, Hipp, Askond and Eight Peaks and an analysis of the case study of entering Chinese market Russian dairy brand EkoNiva. The study found that the tools of marketing communications in the Russian and Chinese markets are identical, however, they are used in different proportions with a significant advantage in favor of online tools in the Chinese market. Partial or full adaptation of the brand and product is needed. In particular, the name of the brand translated to Chinese and the use of hieroglyphs on the packaging that cause positive associations among consumers. Organoleptic properties should be adopted too. Russian products are perceived in the Chinese market as European, so it is recommended not to hide the origin of the product, perhaps a good solution is to position the Russian product as made in Europe. Finally, consumer behavior in China is significantly different, it requires adapting the brand to the Chinese online shopping practice, family consumption (multipacks) and the need to have complete information about the product and brand before making a purchase.