Analys av svenska handelsföretags lokala anpassning av produktutbud och marknadskommunikation i Kina - En fallstudie av H&M, IKEA och Gina Tricot

Abstract

China has during the last 50 years developed into becoming the second largest economy in the world. There have been many changes in the global market with an increased globalization. Sweden’s economy consists of approximately 50% export which means that the ongoing changes in the global market and China’s growth have a big impact on Swedish companies. Adapting international marketing to different consumers on the export markets are something companies are working differently with today. However, looking at the Chinese market that has a great distance from the Swedish market, local adaption may be essential. In order to examine how Swedish companies should work with local adaption within international marketing in China focus has been put on two factors. (1) The range of products being supplied on the Chinese market and (2) the local communication to the Chinese consumers. The study is based on a case study made on three big Swedish companies; H&M, IKEA, and Gina Tricot which all are active in the retail business and are positioned as low-end brands. The three companies work differently with their international marketing and local adaption. However, a couple of conclusions are identified that describes the strategic areas in which a Swedish company should work with the local adaption to the Chinese market. The Swedish companies should focus on e-commerce and the best way to do that is to use one of the big Chinese platforms already established in China that provides many international brands. Whether or not the products should be adjusted according to the local market, the conclusion is that this is not necessary. In fact, there is a bigger chance of being successful on the Chinese market if a Swedish low-end brand is promoted as a high-end brand in China. The local communication to the Chinese consumers should be adapted but the companies needs to be careful with keeping the control of their values centralized.