Guerrilla marketing is now a very effective marketing weapon for business to attract people's attention at low cost and increase market share at short time, but it is a quite new marketing tool for Chinese market.
Recently, less than 50% of Chinese companies are using guerrilla marketing as their one of marketing strategies, and most of them are multinational companies in China. Also, there are many small business in China even do not know what this marketing tool is. However, this situation is changing and improving now. Guerrilla marketing becomes one of lecture material in all Chinese colleges/universities. Books about Gurrilla marketing are now available in any bookstores in China, so people have more opportunities to learn this new strategy. Moreover, during recent 2 years, ebooks are prevailing in China, so many ebooks of Gurrilla marketing are published online, including the Chinese version and English version.
Although Guerrilla marketing in China is gradually developing to a good direction, there are still have some differences of implementing this tool in China and western countries. For instance, because of Chinese culture, most of Chinese consumers are very conservative. Therefore, business people in China cannot use very exaggerating technique to create attractive advertisements, such as put a bleeding broken arm with a chocolate bar in their Ads. If they do, it is possible that government will prohibit this kind of advertisements.
Guerrilla Marketing in China is quite young, but it may stimulate Chinese potential market, and lead all Chinese businessman to learn a new concept: The marketing objective is not to gain market share, it is to gain mind share.
Recently, less than 50% of Chinese companies are using guerrilla marketing as their one of marketing strategies, and most of them are multinational companies in China. Also, there are many small business in China even do not know what this marketing tool is. However, this situation is changing and improving now. Guerrilla marketing becomes one of lecture material in all Chinese colleges/universities. Books about Gurrilla marketing are now available in any bookstores in China, so people have more opportunities to learn this new strategy. Moreover, during recent 2 years, ebooks are prevailing in China, so many ebooks of Gurrilla marketing are published online, including the Chinese version and English version.
Although Guerrilla marketing in China is gradually developing to a good direction, there are still have some differences of implementing this tool in China and western countries. For instance, because of Chinese culture, most of Chinese consumers are very conservative. Therefore, business people in China cannot use very exaggerating technique to create attractive advertisements, such as put a bleeding broken arm with a chocolate bar in their Ads. If they do, it is possible that government will prohibit this kind of advertisements.
Guerrilla Marketing in China is quite young, but it may stimulate Chinese potential market, and lead all Chinese businessman to learn a new concept: The marketing objective is not to gain market share, it is to gain mind share.
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