By Lawrence L. Allen
As China comes into its personal as an international monetary strength, a brand new, large client classification is rising, hungry for all issues Western. during this land the place twenty-five years in the past many of the inhabitants had by no means tasted chocolate, 5 icons of Western company at the moment are slugging it out in a conflict royal to work out as a way to develop into the Emperor of Chocolate in China. Chocolate Fortunes bargains the 1st inside of examine the conflict for China's newfound chocolate habit. The ebook devotes person chapters to every of the 5 significant avid gamers Hershey, Nestle, Cadbury, Mars, and Ferrero and the pains they face as they try and dominate their industry in an enigmatic and still-developing financial system. extra extensively, Chocolate Fortunes examines the original possibilities and demanding situations inherent within the chinese language enterprise universe. Probing not just the commercial, political, and cultural stipulations that experience given upward thrust to a doubtless insatiable new industry, the ebook delves into the mystique of chocolate itself and the way it captivates not only the chinese language, yet humans world wide.
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Additional resources for Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers
H H H H H During China’s decades of austerity from the 1950s through the 1970s, people had become accustomed to a limited range of foods that were predominantly indigenous. Their diets consisted of rice or noodles as a grain, some vegetables and tofu, China and Chocolate: East Meets West 27 with a little meat, poultry, or ﬁsh as a garnish. Variety was not only limited, it was also highly seasonal. Even well into the 1980s, for example, shortly after the annual harvest, Beijing was awash with cabbage.
23 Without mechanisms in place for gathering such data in China, executives had to ﬁnd other means to acquire information to help them ﬁne-tune their sales, marketing, and distribution plans. Quantifying China’s chocolate market through projections 30 Chocolate Fortunes based on population statistics was dubious in any event, because there was no guarantee that sales in Shanghai, for instance, would be comparable to sales in Chongqing, a city with a similar population. The differences between the two cities in terms of income levels, number of air-conditioned stores, and familiarity with foreign products meant that sales in Chongqing would be far below those of Shanghai.
While China’s ethnic composition is fairly homogeneous, its culinary traditions are not. 15 While it is likely that chocolate consumption across China has been inﬂuenced by these taste preferences and their inﬂuence on Chinese cuisine, the low overall penetration of chocolate makes it difﬁcult to discern any particular pattern. Ironically, in spite of such a wide variety of tastes and textures, chocolate was so foreign to the Chinese palate that the only culinary gateway into the diets of Chinese consumers was as a foreign and exotic curiosity.