What Chinese Want by Tom Doctoroff


6 Critic Reviews

In What Chinese Want, Doctoroff presents an invaluable primer on the culture and buying patterns of the Chinese.
-CNN Money


Today, most Americans take for granted that China will be the next global superpower. But despite the nation's growing influence, the average Chinese person is still a mystery - or, at best, a baffling set of seeming contradictions - to Westerners who expect the rising Chinese consumer to resemble themselves. Here, Tom Doctoroff, the guiding force of advertising giant J. Walter Thompson's (JWT) China operations, marshals his 20 years of experience navigating this fascinating intersection of commerce and culture to explain the mysteries of China. He explores the many cultural, political, and economic forces shaping the twenty-first-century Chinese and their implications for businesspeople, marketers, and entrepreneurs - or anyone else who wants to know what makes the Chinese tick. Dismantling common misconceptions, Doctoroff provides the context Westerners need to understand the distinctive worldview that drives Chinese businesses and consumers, including:
- why family and social stability take precedence over individual self-expression and the consequences for education, innovation, and growth;
- their fundamentally different understanding of morality, and why Chinese tolerate human rights abuses, rampant piracy, and endemic government corruption; and
- the long and storied past that still drives decision making at corporate, local, and national levels.

Change is coming fast and furious in China, challenging not only how the Western world sees the Chinese but how they see themselves. From the new generation's embrace of Christmas to the middle-class fixation with luxury brands; from the exploding senior demographic to what the Internet means for the government's hold on power, Doctoroff pulls back the curtain to reveal a complex and nuanced picture of a facinating people whose lives are becoming ever more entwined with our own.


About Tom Doctoroff

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Tom Doctoroff is the Northeast Asia Area Director and Greater China CEO for J. Walter Thompson, the author of Billions, and a leading authority on marketing in China and Chinese consumer culture, with more than thirteen years of experience in mainland China. He has appeared regularly on CNBC, NBC, Bloomberg, and National Public Radio and is frequently featured in publications ranging from the Financial Times and Business Week to The Wall Street Journal and The New York Times. He is also a columnist for the China Economic Review and the Chinese magazine Global Entrepreneur. Doctoroff is the recipient of the Magnolia Government Award, the highest honor given by the Shanghai municipal government to expatriates, and was selected to be an official torchbearer for the Beijing 2008 Olympics.
Published May 22, 2012 by St. Martin's Press. 272 pages
Genres: Business & Economics, Science & Math. Non-fiction
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Critic reviews for What Chinese Want
All: 6 | Positive: 3 | Negative: 3


Above average
on Feb 13 2012

In an epilogue, Doctoroff offers 10 myths about China, including the myth that American-style individualism is taking root...A no-nonsense book by an enlightened capitalist.

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Portland Book Review

Below average
Reviewed by Kevin Winter on Sep 10 2012

This book has a few contradictions.Praises how China will always be a force, and then he goes on to list several major issues that could hold back China without ever really acknowledging them.

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CNN Money

Reviewed by Nin-Hai Tseng on Jun 15 2012

Nevertheless, Cheap China is an excellent read for anyone interested in the economic prospects of an emerging superpower.

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CNN Money

Reviewed by Richard Murphy on May 18 2012

In What Chinese Want, Doctoroff presents an invaluable primer on the culture and buying patterns of the Chinese.

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Young Upstarts

Reviewed by Walter Lim on Jul 31 2012

While there are occasional sweeping statements that may be more poetic than pragmatic, it is clear that he has a deep grasp of the subject.

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The Loyola Law School Los Angeles, Faculty blog.

Below average
Reviewed by Professor Jeffery Atik on Sep 26 2012

Doctoroff may be right about all this, but if so, it may be his intuition that correctly guides him and not his deep knowledge of Chinese consumerism.

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