Chinese Checkers

Chinese Checkers

I had promised readers that I will be sharing some more insights about China, based on my experiences during the recent tour where I along with my colleagues from Nagaland visited Beijing and Shanghai for the Agri China summit. One remarkable thing that I observed about China is their skills in marketing and selling. They are professionals when it comes to convincing their prospective buyers in getting to buy what they are selling. The Chinese salesmen, actually saleswomen, as there are more Chinese girls selling things in the markets are persistent. They will ensure that the customer does not leave without buying even though the maximum English that they know is ‘Your Price?’ They will keep on repeating that with a small size desk top calculator in their hands. It is used more for quoting the price of the commodities being sold, and they will thrust the calculator in your hand for you to quote your price. The pretty Chinese salesgirls will not even desist from holding the hands of the customers firmly and showing their other products, right from garments to shoes to electronics to watches. So you have them selling Rolex Watches, Beijing Olympics Hats and Caps, DKNY handbags to almost everything, even on the road side. While all this haggling is going on, there eyes are open for the Chinese Police who try hard to chase them from selling on the streets.

Apart from these salesgirls and marketing on roadsides and malls and markets, there is another area which one notices is about organized marketing of their products. The second day of our trip to China, our local guide told us about what all China is famous for. In particular, he told us about Chinese silk and how renowned it is world over. In the afternoon he took us to a Chinese Silk Factory where silk garments and silk products are made. Right at the entrance, we were welcomed by an English speaking Chinese lady who was supposed to show us around. She took us to a room which had several glass boxes in which all the stages of a silk worms life was shown. We saw real silkworms and real mulberry leaves and she told us how the lifecycle of a silkworm continues for 44 days. We were also shown how the cocoon is formed from one single thread and how sometimes two silkworms interwine together to form one cocoon. Thereafter, she took us to an area where the cocoons were being boiled. She showed us how after boiling the cocoon is broken, the pupa removed and then the boiled cocoon is stretched to form a hat type shape with the silk coming from the cocoon. Then there were a group of about 6 young men and women who would stretch this hat into a layer of silk, soft and smooth, of the size of a bed sheet. We were amazed when we were told that it is one thread of silk, coming from one worm, taking the shape of a thin sheet of silk. Several layers of that silk was then shown to be put, layer after layer, to result in what was supposed to be a silk blanket. They also asked us to try out our hands on stretching one silk hat. We failed, they told us don’t worry as the wasted silk can be recycled. Then we were shown how the silk fabric was made and how it was used to make garments, scarves, shawls, etc. No wonder, we were dumbstruck. Then we were taken to the other level, where they had showcased their products. Of course, after going through such a treatment, we bought a lot without much haggling over the prices, only to realize a couple of days later that, in the Super Market, similar products were available at much cheaper prices with lots of scope of bargaining. That’s the Chinese art of Marketing.

The pattern was the same when we visited the Jade factory. Jade is a precious stone and China is the largest producer in the world. In the Jade factory also, they first showed us the raw stones, the various grades of Jade and how it is cut and polished. Then we were taken to the showroom side which was selling Jade ornaments and jewels and decorative pieces. The showroom was jam packed with people. And the Jade factory was doing good business! In Shanghai, we went to a Pearl Factory. There also first we were given a lecture on how to distinguish between fake and genuine pearls. They demonstrated how to grade and identify pearls. This was done by breaking open, the oysters in front of us by English speaking Chinese salesgirls who also showed how the pearls are graded, and polished to make pearl necklaces, bracelets, bangles, ear rings etc. This was on the 5th day of our trip and by this time we had mastered the art of bargaining to quite a good extent. However, still, the prices that we, in our group bought the same product ranged from 20 Yuans to 100 Yuans, when the printed price was 300 Yuans!!! And some of the salesgirls indulged in cheating the management also, as they helped some people to get items at throw away prices, on the consideration of a side tip for them!!! China is indeed the land of possibilities.

The best was to come, when our guide told us that he will get all of us a complimentary foot massage. Foot massage is an art that Chinese excel in and indeed it is quite refreshing and relaxing. So he took us to a Herbal Medicine Centre, where once again, we had an English speaking expert on Herbal and Tibetan Medicine, explain us the benefits of their treatment. Then Chinese boys and girls came with tubs of warm water, and some herbal powder in it and we were asked to soak our feet in it. They massaged our feet, which was quite relaxing. During, the same time, some Chinese speaking experts on herbal medicine came to each one of us and started checking our pulse and asking us some questions with the help of some semi English speaking translators. And within forty five minutes, six people in our group were diagnosed with problems ranging from Diabetes to High Blood pressure etc and they were convinced enough to buy herbal medicines for three months, costing about Rs Thirty thousand each in Indian rupees. I was lucky enough to have refused a herbal check up as I personally feel that it would be shocking if somebody told me that I need so much of medicines at this age!!

Of course, these experiences also made me think that can we not market our products in a similar fashion. Most of our salesmen and salesgirls in Daily Market of Mokokchung or Super Market of Kohima or Hong Kong Market of Dimapur are least interested in persuading the customers in buying their products. It may have changed recently in Dimapur, but in Mokokchung and Kohima, I find the sellers to be very laid back and not really interested in bargaining. Actually bargaining is something that buyers like as it gives them the feel of having got a good deal. And that is a must in selling. I hope readers will enjoy this dose on Chinese Marketing.

Have a nice week ahead.

PS Readers can send their feedback to abhish18@gmail.com or by SMS to 9436434432.