Experian classifies Chinese consumers

Marketing Direct 02-May-05, 10:49

The launch of China's first consumer classification system by Experian is promising a greater understanding of the world's largest consumer base.

Mosaic China is built from census data sourced from China's State Statistical Bureau and summarises consumer types in the country's largest cities.

Ten major groups, including Rural Inheritance, Hard Working Blue Collar and Bourgeois Prosperity, can be broken down into 34 distinct types.

The launch of Mosaic China follows the opening of Experian's first China office in September last year, after its acquisition of Hong Kong-based Smartal Solutions.

Experian joins Acxiom, which acquired CRM and data management company ChinaLOOP. It boasts what it claims is the most powerful opt-in database of wealthy consumers in China. Global marketing agency networks 141 Worldwide and Ogilvy already have well-established offices in both Beijing and Shanghai.

Barriers to direct marketing should have been lifted when China joined the World Trade Organisation in 2001 but have been subject to delays.

Companies must meet strict criteria to obtain a direct marketing licence and those that operate without a licence could face criminal charges.