Strategy challenge: The westernisation of Guangzhuo

Strategy challenge: The westernisation of Guangzhuo

by Team H (Shiffy, Sophary, James, Guy, Jade)

Exiting from the metro station in Zancun started a day long adventure which gave our team a snapshot of modern Chinese life and how westernisation is slowly transforming the way the Chinese shop and eat.

Going up the escalator we were assaulted by adverts for Pizza Hut and McDonalds inviting us from several corners to come and eat at their prominently positioned restaurants.

In exploring the neighbourhood we found Starbucks, Subway, KFC, Western pubs, bakeries, several boutique and chain retail shops and a mobile film art exhibition cleverly displayed in shipping containers.

If it wasn't for the handful of local restaurants, and the local motorbike taxis, we could have been in any city in a Western state.

Our key takeaways from the experience were that while China is perceived to be taking over the world in manufacturing and exports, the west is actually taking over with its retail and food influences.

The Chinese seem to view Western influences as trendy and frequent these foreign chains to be trendy themselves.

Another key takeaway was that in order to do business as a western chain you have to adapt yourself to the market.

We found this evidenced in the Pizza Hut menu which offered everything from pizza, to steak and chips to fried rice and dim sum dishes. The menu and signage was also in Chinese with some English to appeal to locals of all ages.

Keeping the importance of immersing into the culture in mind we joined a Chinese exercise group doing what can only be described as the Chinese Zumba in the "Mall of the World". It was truly a day of cultural and commercial learning.