With a total population that exceeds 1.4 billion people, it is not surprising that the number of Internet users in China alone surpasses the total sum of users from many Western countries. Statistics on Internet use in China could give readers a sense of vertigo. It is estimated that over 300 million Chinese are Internet users, which is more than the total population of the US. Statistical forecasts suggest there will be close to 500 million users in 2015 which represents dazzling growth. Up to 92% of Chinese Internet users use social media, which is often made by and for Chinese users, despite the success of Facebook and Twitter. In comparison, only 76% of American Internet users in the US use these social networks. We can see that the Chinese, like the Japanese, are very fond of the Internet. Considering that the culture is totally different, it is normal that sites which have achieved great success in the West, don’t fair as well in Asia. Asian social networks often offer similar options but are integrally different.
Furthermore there are over 100 million Internet users in the rural regions of China alone. 60% of Chinese Internet users use mobile Internet (through intelligent phones such as iPhones from Apple), a tool which is expanding year on year throughout the world. For the majority of Asians, the Internet is a medium primarily used on cell phones. Numerous social networks in Japan require a cell phone number in order to register. It is important to know that cell phones in Asia have many functions that have not yet been developed in North America. Among others, it is possible to access public transport and make purchases from a cell phone. The Chinese are increasingly using their cell phones to get online to the point where computer sales are lower than those of telephones. This shows the major difference that exists between North-American and Asian users. These statistics also make it possible to see the vast scale and the possibilities that are offered to those who wish to succeed on the Web in China.Read More
India possesses a highly qualified and educated workforce. Its universities are renowned throughout the world and are ranked as leaders in fields such as mathematics, sciences and technology. Three quarters of the GDP is generated by typical industries of the knowledge-based economy like IT, biotechnology, car parts and electronics. Last year, the country succeeded in launching a rocket and putting numerous satellites into orbit. India’s vast intellectual capital resources will allow its economy to grow and, according to Goldman Sachs, become the world’s third strongest economy in 2035.Read More
Koreans are passionate about high technology which makes it one of the most digitised countries in the world: 93% of households have a high-speed Internet connection and there is approximately one computer per two residents. Indeed, Korea has the highest Internet penetration rate in Asia. Cell phones with an Internet connection are also very popular: 85% of Koreans own such a device. It is thus not surprising that printed media is no longer popular in Korea. People keep themselves informed using the web and blogs while online purchases are very popular. Of course, they prefer websites in Korean…Read More
Remarkably homogenous in terms of ethnicity and language, Koreans are becoming more and more diverse and are eager for new things. Collectivist values from the Confucian heritage coexist with traits of individualism. This is what professor Dae Ryun Chung describes as the “we/me” paradigm. These seemingly unsympathetic values are reflected in the market and mutually influence the purchase decisions of consumers, hence creating a particular dynamic. According to Chung, certain decisions like choosing a specific house or car over another are often motivated by a desire to conform to a group. This is why, for example, the majority of luxury cars sold there are black and apartments tend to look fairly similar. Yet, the choice of beer, coffee or hair colour is dictated more by the desire to express one’s individuality. These particularities have strong implications on a product’s lifecycle, making it difficult to predict what brands and colours will be adopted by the group. It is important to take this paradigm into consideration when developing branding and marketing strategies targeted at this country.Read More
A country to discover…
Considered to be one of the poorest countries 50 years ago, this “dragon” has hauled itself up in record time to become the world’s 13th largest economy (2007). South Korea is indeed considered as a leader in many sectors such as automobiles, electronics, ICT and biotechnology. Yet, this relatively small country remains fairly unknown compared to its neighbours, but could be an interesting foot-in for companies wishing to penetrate Asia. In fact, it is very open to foreigners: per capita, the value of Korea’s is 30% higher than Japan and 11 times more than China. In addition, it offers an advantageous legal and fiscal framework for foreign companies wishing to set up shop there.
*The four newly industrialised countries that have experienced strong industrial growth in the second half of the 20th century, namely South Korea, Hong Kong, Singapore and Taiwan, are dubbed “Asian dragons”.Read More