Research With Minority Populations: An Opportunity for Brands in China

We exist in a union that is continuously globalizing and transforming. As our populations increase, and our refinement intertwine, the consumer earth that surrounds ourselves adapts and adjusts. Ethnic minorities across the globe are becoming a raising economic force with immense buying power. How do brands spigot into this increased demand? Brands must recognize and understand the precise mechanisms and approaches involved to effectively appeal to these groups of consumers. Such research on ethnic minority groups is now an internationally emerging trend - an important promotion towards a better understanding of our richly diverse consumer world.

The Increasing Presence of Minority Groups Worldwide

Recent statistics fairs that ethnic minorities have a very strong effect on consumer transactions on a global scale. How can brands cater to such diverse consumers? What roles do brands play in successfully incorporating distinct minority communities into the broader consumer society? Extensive research is the key to discovering the underlying components involved in marketing, branding, and promoting to magnetism to the population as a whole - ethnic minority groups included.

China's Diverse Ethnic Minority Groups

The consensus of mainland China's population is Han Chinese (91.5%), whereas the other 8.5% consists of 55 different officially recognized ethnic minority groups primarily located in the Southern, Western, and Northern domain of China (e.g. Guangxi, Tibet, inner Mongolia). These minority groups are continuously increasing and seem to be cultivation approximately seven times faster than the consensus of Han Chinese. The Southwestern region of China consists of the most ethnically diverse provinces, where 26 of the 55 ethnic minority groups tins be found. More than 38.07% of the population of Yunnan consists of ethnic minority groups such as the Miao, Yao, Mongol, Yi, and others. Guizhou also has one of the highest numbers of ethnic minority groups, as 37% of the population are organ of such minorities. Shown below is a list of the top 10 largest ethnic groups and their rising rate in China:

Ethnic minority groups also exist in the Northern and Eastern domain of China, such as the area of Jilin, which is home to dozens of China's Korean minorities - the Chaoxian minority or otherwise known as the Josenjok. Apart from these many groups mentioned above, there are also numerous ethnic groups (about 730,000 people) that are considered "undistinguished" or not officially recognized by the Chinese government - a majority of them reside in Guizhou Province (e.g. Ayi, Bajia, Deng, Khmu, Sherpas, etc). With such a variety of ethnic minorities, each possessing its own batteries of unique social and cultural traditions, it is no astonishment how diverse the Chinese exhibition is.

Research with Muslim Minority Populations

This diversity of ethnic groups within China has begun to steer China in the bearing of the globally emerging course in ethnic minority consumer research, allowing brands in China to profit a better perspectives on what appeals to such section of the Chinese consumer market. One adult sphere profession on such research revolves around the splendor and cosmetics industry. Understanding the Muslim minority group, especially Muslim women, has become a strong focal kernel for the manufacture offshoot and marketing of many brands who are looking for new opportunities within this competitive industry.

The main incident of lots Muslim consumers pertains to the manufacturing of these cosmetic products. Pork extracts and alcohol are common element that interfere with the Muslim energy of Halal - loyalty to the conditions of Islamic law.

The Halal cosmetics company is gradually achievement prestige and is estimated to be value US $13 billion globally (Hala Focus, 2010). Large band such as The Body Shop and L'Oreal have produced particular cosmetic and glory goods that are Halal certified. Distinctive campaigns have been used to promote such direction of brand and manufacture credibility in lineup to attract this particular fraction of minority consumers. Some specialist have termed the soon-to-be trend in branding, "Islamic marketing".

Delving into China's Muslim Market

Over 20 million - 1% to 2% of China's population is Muslim. Compared to the 60.4% Muslim population in Malaysia - about 11 million, the part may seem fairly small, however great prospect does exist among Chinese Muslim consumers.

The three main Muslim communities are the Hui, Uygurs, and Kazakhs, who are predominantly located in the North-Western provinces of Xinjiang, Ningxia, Qinghai, and Gansu; although a considerable amount of Muslims also live in the cities of Beijing, Tianjin, and Shanghai. This serves as an attractive market for Halal producers- especially in the belt of food, which has already penetrated the Chinese market. It seems that these board goods are "small-scale contractor whose goods have little value added and misfire branding and technology to push their goods to international standards." Little has yet been seen in cosmetics and glory industries, but increased research in this field has sparked interest in capitalizing on the cultivation demands for Halal cosmetics in China.

For example, Beijing's Bao Chun Herbal Biological Science & Technology Research Company has directed their attention on using only 100% natural element in their products, from toothpaste to various creams, and to shampoos and rainfall gels, which many of China's Muslim women population seem to accept. Another global brand that is acceptance reaction from Muslim women in China is The Body Shop, which also advertises its natural and organic ingredients, but, ironically, does not specify if their products are Halal. Unfortunately, such goods cannot be found in any current Chinese skill store; however, they can be purchased online through shopping websites such as Tao Bao (China's largest online shopping site). Due to the greater availability of Halal cosmetics in the neighboring areas of Hong Kong, Macau, and Taiwan, such products are still fairly attainable by consumers who live in mainland China. Will brands infiltration China be able to proceeds full advantage of this appearing opportunity? The starting points in uptake the needs and anticipation of Muslim women can be to explore brands and their output announcement in more mature markets with regards to Muslim praise merchandise such as U.S., UK, Indonesia, and India.

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